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Putting digital technology and data to work for Tech CMO's

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Tech Company CMOs are uniquely positioned to successfully leverage digital technologies and data to significantly impact business performance. At PwC, we're helping to change the goal of digital marketing from clicks and views to customer experiences designed to generate business performance. Explore how.

Published in: Technology
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Putting digital technology and data to work for Tech CMO's

  1. 1. Putting digital technology and data to work for Tech CMOs
  2. 2. Today’s Tech CMOs are experiencing new challenges from an ever-evolving digital landscape… PwC 2
  3. 3. Conditions inside the company are changing… Starting at the top 3PwC
  4. 4. 4 68% of CEOs see data and analytics technologies as generating the greatest return for stakeholder engagement PwC, 19th Annual Global CEO Survey, January 2016 4PwC
  5. 5. 5 77% of CEOs are convinced technology will transform stakeholder expectations of business in the next five years 5 PwC, 19th Annual Global CEO Survey, January 2016 PwC
  6. 6. 6 90% of CEOs see technology as the best way to assess and deliver on changing customer expectations 6 PwC, 19th Annual Global CEO Survey, January 2016 PwC
  7. 7. 2015 saw marketing budgets increase by 10% to 11% of revenue. And, 2/3 of marketers expect their budgets will grow in 2016 Gartner, Smarter with Gartner, Digital Marketing Comes of Age in Gartner’s CMO Spend Survey 2015-2016, November 2015 2016 7PwC
  8. 8. Conditions outside the company are also changing. And customers are leading the way… 8PwC
  9. 9. 55% of US online adults agree or strongly agree that they tend to shop more with retailers that offer consistent customer service both online and offline One Customer, One Organization, One P&L, November 2015, Forrester Research 9PwC
  10. 10. 62% of US online adults have chosen, recommended, or paid more for a brand that provides a personalized service or experience Just For You: Use Personalization Technology To Help Associates In The Retail Store, July 2015, Forrester Research 10PwC
  11. 11. 88% of shoppers conduct online research before they make a purchase PwC, Understanding how US online shoppers are reshaping the retail experience, March 2012 11PwC
  12. 12. Faced with these challenges, savvy Tech CMOs are keeping their eye on the prize… 12PwC
  13. 13. Revenue-generating customers! 13PwC
  14. 14. How? By adopting a business strategy enabled via digital technology and data, that includes… 14PwC
  15. 15. 1step 15 MAKING CUSTOMER EXPERIENCE THE FOCAL POINT PwC
  16. 16. Creating tailored digital experiences to customer needs 16 2step CREATING DIGITAL EXPERIENCES TAILORED TO CUSTOMER NEEDS PwC
  17. 17. Creating tailored digital experiences to customer needs 17 3step CONSISTENTLY TRACKING CUSTOMER EXPERIENCE ACROSS ALL DIGITAL CHANNELS PwC
  18. 18. COLLECTING AND ANALYZING DATA TO PERSONALIZE AND OPTIMIZE CUSTOMER EXPERIENCE 18 4step PwC
  19. 19. Here’s an example of putting digital technology and data to work IOOOIIOIIOI IOOIIOOIOII OIOIOIIOIOI 19PwC
  20. 20. Challenge Limited customer targeting and personalization capabilities Disparate data sources hindering capabilities to draw insights and identify patterns New SaaS-based subscription model requiring a shift in marketing operations 20PwC
  21. 21. Solution Created a “Single Source, 360º View of the Customer” Defined the structure, rules and business logic for a robust data-driven Marketing platform Tracked customer involvement from capture to purchase, providing rich data for analytics Established organizational alignment and readiness across Business Units, Marketing, IT and Operations Prepared the organization for change through employee and partner communications 21PwC
  22. 22. Performance outcomes Consolidation of data sources from 20 to 1, with fully linked and easily accessed offline/online aggregated customer profiles 200% increase in lift from display retargeting 1 common message deployed across 3 marketing channels 20to 1 22PwC
  23. 23. And, of course one happy Tech CMO! 23PwC
  24. 24. Let us help you build a business strategy enabled via digital technology and data, designed to delight customers and drive measurable results We are PwC Taking B2B (Business-to-Business) and transforming it into B2P (Business-to-People) © 2016 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. 24

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