Evolu&ons	
  in	
  	
  
Media,	
  Marke&ng,	
  and	
  Retail	
  	
  
	
  
	
  
by	
  Mark	
  Green	
  
1	
  
©	
  2014	
  ...
Business	
  Trends	
  
1.  Media	
  	
  
Content	
  and	
  operations	
  going	
  digital,	
  enabling	
  individual	
  
d...
Expanding	
  Data	
  Sources	
  
3	
  3	
  
Local	
  Awareness	
  
Local-­‐Social-­‐Search	
  Apps	
  
Loca&on	
  Data	
  ...
Data	
  Trends	
  
1.  Sample	
  data	
  devolving	
  from	
  currency	
  to	
  proIiling	
  
2.  Transac,on/Interac,on	
 ...
Power / Speed Map
Power	
  
5	
  Speed	
  (from	
  data	
  to	
  decision	
  making)	
  
Brand	
  PorBolio	
  Enterprise	
...
The	
  Path	
  of	
  Analy&cs	
  
Today	
   Emerging	
   Next	
  Gen	
  
6	
  
•  High	
  Touch	
  
Consulting	
  
•  Focu...
Ecosystem	
  Evolu&ons	
  
7	
  7	
  
Domain	
  
Today	
  
Tomorrow	
  
Buying	
  
Marketing	
  
Response	
  
Consumer	
  ...
Predic&ons	
  
•  Retailers	
  transform	
  through	
  holistic	
  mobile	
  apps	
  that	
  
integrate	
  online/in-­‐bri...
Questions	
  
9	
  9	
  
©	
  2014	
  	
  Business	
  Advisory	
  Group	
  |	
  March	
  
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Data evolutions in media, marketing, and retail (Business Adv Group - Chicago Summit)

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Data evolutions in media, marketing, and retail (Business Adv Group - Chicago Summit)

  1. 1. Evolu&ons  in     Media,  Marke&ng,  and  Retail         by  Mark  Green   1   ©  2014    Business  Advisory  Group  |  March  
  2. 2. Business  Trends   1.  Media     Content  and  operations  going  digital,  enabling  individual   distribution  and  programmatic  selling   2.  Marke,ng     Becoming  integrated,  enabling  demand  discovery,  touchpoints   messaging,  and  product  lifecycle  relationship  management   3.  Retail     Operations  going  digital,  enabling  location-­‐based  and  in-­‐store   messaging,  offers,  and  product  services  (online  &  in  bricks)   2  2   ©  2014    Business  Advisory  Group  |  March  
  3. 3. Expanding  Data  Sources   3  3   Local  Awareness   Local-­‐Social-­‐Search  Apps   Loca&on  Data   Local-­‐Social-­‐Search  PlaBorms   Research   Government   Sensors   Purchase  Behavior   ©  2014    Business  Advisory  Group  |  March  
  4. 4. Data  Trends   1.  Sample  data  devolving  from  currency  to  proIiling   2.  Transac,on/Interac,on  data  evolving  into  currency   3.  Log  data  from  assorted  appliances  and  sensors   deepening  analytics   4.  All  Channels,  appliances,  and  sensors  become   inputs   4  4   Integration becomes the cornerstone of Real-­‐Time  analytics ©  2014    Business  Advisory  Group  |  March  
  5. 5. Power / Speed Map Power   5  Speed  (from  data  to  decision  making)   Brand  PorBolio  Enterprise   Marke&ng   Analy&cs   Emerging   Next  Gen:   Market  Management  PlaBorm   Silo   Real-­‐Time   Metrics   •  Demand   •  Supply   •  Messaging   •  ROI  on  S-­‐P-­‐E   •  ProIitability   •  Persons   •  Transactions   •  Exposures   •  Interactions   •  Location   •  Product  Usage   Integrated   Operations   •  CRM   •  ERP   •  Buying   Scope   Sales  Preference  Equity   +   +   Loyalty   ©  2014    Business  Advisory  Group  |  March  
  6. 6. The  Path  of  Analy&cs   Today   Emerging   Next  Gen   6   •  High  Touch   Consulting   •  Focus  on  Key   Business  Questions   •  Custom  shaping  Mix   Analyses  to  business   conditions   •  Persons-­‐level   response  analytics   •  Effectiveness   interactions  over   costumer  life  cycle   •  Daily  response   analytics  &  metrics   •  CRM  integration   •  ERP  integration   •  Buying  integration   Analy&cs:  20%  Silo’s  :  80%   •  Daily  response   analytics  for  Web   and  Social  Media   •  Daily  response   analytics  for  Price  &   Promotions   •  Behavioral  targeting   for  television   •  Monthly  response   for  individual  media   campaigns   6   shift   Leveraging  Data   Managing  Data   ©  2014    Business  Advisory  Group  |  March  
  7. 7. Ecosystem  Evolu&ons   7  7   Domain   Today   Tomorrow   Buying   Marketing   Response   Consumer   Relationship   Management   Enterprise   Resource   Planning   M   TV   M   I   I   P   MR   CRM   MR/CRM   ERP   ERP   Agency   CMO   CMO   CIO   TV  is  All  Linear  TV   Print,  Internet,  Mobile   ©  2014    Business  Advisory  Group  |  March  
  8. 8. Predic&ons   •  Retailers  transform  through  holistic  mobile  apps  that   integrate  online/in-­‐brick  relationship  experience   •  Facilitate  individualized  Offers,  Service,  and  Warranty   management   •  Enable  retailers  to  form  loyalty  syndicates  digital  and  brick   domains  that  cover  all  consumer  needs  (akin  to  Airline  Group   Programs)   •  Manufacturers  (aka  Advertisers)  transform  CRM  from   channeled  relations  to  individual  relations   •  delving  into  direct  pricing,  developing  capabilities  and   strategies  to  manage  loyalty  across  their  portfolio  of  products   across  their  retailer  distribution  points   8  8   ©  2014    Business  Advisory  Group  |  March  
  9. 9. Questions   9  9   ©  2014    Business  Advisory  Group  |  March  

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