The benefit and output of marketing & it collaboration in today's dynamic business and consumer environment, Honeybaked

618 views

Published on

The benefit and output of marketing & it collaboration in today's dynamic business and consumer environment

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
618
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The benefit and output of marketing & it collaboration in today's dynamic business and consumer environment, Honeybaked

  1. 1. IT and Marketing Partnership September 25, 2013
  2. 2. 2 The benefit and output of marketing & IT collaboration in today’s dynamic business and consumer environment
  3. 3. Achieving fast, ACTIONABLE data requires teamwork 3
  4. 4. Marketing and IT often have very different ideas about the best way to benefit a fast moving business 4
  5. 5. Coming to an effective meeting of the minds is not an easy thing to do in order to achieve meaningful business improvement …..too often, both sides end up working against each other; not in cooperation 5
  6. 6. An effective IT and Marketing partnership drives a highly successful business heavily dependent on seasonal buying patterns and repeat business from existing customers. 6
  7. 7. Understanding the customer and building loyalty is an essential part of driving that success 7
  8. 8. The kind of data they gather from customers, about customers and across social channels forms the critical underpinning of all marketing actions. 8
  9. 9. That means the gathering of data and the analysis of that data greatly shapes its fundamental ability to effectively market its products and services. 9
  10. 10. What are the critical success factors for forming the ideal Information Technology and Marketing partnership? 10
  11. 11. We will provide a few tips, techniques and frameworks that will allow you to drive your business forward by breaking down the barriers that often get in the way. 11
  12. 12. Lets Get Started!
  13. 13. What is the role of marketing? Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers
  14. 14. Changing Demographics
  15. 15. Source: www.About.com – Generation X & Y – Traits and Characteristics – April 2013 Consumer Landscape Silent Generation (66+) Baby Boomer Generation (47 – 65) Gen X (35 – 46) Gen Y Millennials (17 – 34)
  16. 16. Smaller Families
  17. 17. More Government Regulations
  18. 18. Fluid Technology iPhone - > Samsung Facebook - > Instagram
  19. 19. Fierce Competition
  20. 20. Fierce Competition… Fierce Competition
  21. 21. Fierce Competition
  22. 22. Casual Environments
  23. 23. Fresh, Flavorful Menus
  24. 24. Consumer Behavior
  25. 25. Digital Marketing: the use of electronic devices such as computers, tablets, smartphones, mobile phones and digital channels such as web, email, social, search and mobile to engage with consumers and drive sales. Technology
  26. 26. What is the role of IT? ITBusiness Enabler Provides high- performance, reliable, and scalable solutions Protects consumer and company data Ensures Supportability •Technology and skill set alignment •Operational Management Implements cost effective solutions (ROI & TCO) Data Governance
  27. 27. What’s important for IT….. What are we trying to accomplish? Who is the intended user? How will they use it? How will they access it? Are there business requirements? When do you need it? What’s the Budget? How can we secure it? How can we deliver it? How will it integrate? How can we measure it?
  28. 28. The Problem Different Agenda Personnel Strength Gaps Development Lifecycle Delivery Model Problem So, what can happen?
  29. 29. The Problem Rogue IT
  30. 30. How does the collaboration start? Business Process Methodology Relentless Focus on the Customer Partnership and Team work Executives Teams Strategic Alignment and Shared Goals
  31. 31. IT Work Selection Process Project Enablement Process IT Solutions – Keys To Success 31
  32. 32. Indentify Business Owner Identify Stakeholders Develop Business Case Present to IT Committee Gain Alignment & Approval Schedule & Resource IT Solutions – Selection Process 32
  33. 33. Understand the Business Need Identify the objectives Prototype and Design solution options Gain Alignment Develop IT Solutions – Enablement Process 33
  34. 34. IT & Marketing Examples Precision Decision Tactics Segmentation Commerce
  35. 35. Problem • Customer Data solutions done in vacuum • Data inconsistency with other data sources • Business Rules unclear • Not managed by IT Data governance • Inefficient Process / Data model • Not supportable / Limited visibility Solution • Integrated into company Data Warehouse • Clearly defined Business rules • Single source of Truth • Data Governance Alignment • Enterprise visibility via Business Intelligence Platform Precision Decision 35
  36. 36. Precision Decision 36 CMO DashBoard
  37. 37. Tactics 37 Problem • Customer Data solutions done in vacuum • Data inconsistency with other data sources • Business Rules unclear • Not managed by IT Data governance • Inefficient Process / Data model • Not supportable / Limited visibility Solution • Integrated into company Data Warehouse • Clearly defined Business rules • Single source of Truth • Data Governance Alignment • Enterprise visibility via Business Intelligence Platform • Spreadsheet Report • Timely to Produce • Inaccurate/ Inconsistent Results • No Data Governance • Limited Enterprise Visibility • Leveraged Enterprise Reporting Platform • Automated Real-time Processes • Data Governance Alignment • Enterprise Visibility with Drilldown • Known as “The Easy Button”
  38. 38. Offer Tactics
  39. 39. Reporting
  40. 40. Segmentation 40 Problem • Customer Data solutions done in vacuum • Data inconsistency with other data sources • Business Rules unclear • Not managed by IT Data governance • Inefficient Process / Data model • Not supportable / Limited visibility Solution • Integrated into company Data Warehouse • Clearly defined Business rules • Single source of Truth • Data Governance Alignment • Enterprise visibility via Business Intelligence Platform • Multi-Step and Long Running • Business Rules Undocumented • Supportability Nightmare • Inaccurate Results • Enabled Process in Data Warehouse • Well Documented Business Rules • Leveraged Automated ETL Tools • Data Governance and Accuracy
  41. 41. Segmentation / Target Marketing
  42. 42. Commerce 42 Problem • Customer Data solutions done in vacuum • Data inconsistency with other data sources • Business Rules unclear • Not managed by IT Data governance • Inefficient Process / Data model • Not supportable / Limited visibility Solution • Integrated into company Data Warehouse • Clearly defined Business rules • Single source of Truth • Data Governance Alignment • Enterprise visibility via Business Intelligence Platform • “Rogue IT” - Personalized Store Website • 67 Store Pilot • No Integration • Very Expensive • Impossible to Support • Developed In-House Solution • 5 store Pilot / Now Company wide • Complete Integration (Pricing/Tax) • Very Cost Effective • Supported through existing processes
  43. 43. Commerce / Virtual Store
  44. 44. Tips 44 • Understand the business need • Identify the objectives of the output • Diagnose the problem/solution • Implement a process • Execute • Measure • Role of BI • Micro Strategy • Virtual Stores • Ecommerce • Campaign Management (CRM) • IT Committee • Business Case • IT Champion/Project lead • Servant Leadership (survey’s conducted)
  45. 45. Thank you 45

×