1. The Makings of the Modern
Marketer
April 3, 2014
Charlene Li, Founder and Analyst
Andrew Jones, Analyst

2. This was once the scale of a customer
relationship

3. Today it’s not so easy.
How do we build one-to-one relationships at
scale?

4. In 2014, the customer journey will continue
to fragment, making it harder than ever for
brands to track and engage with customers

5. Marketing Sales Customer Service HR Innovation etc.
The Dynamic Customer Journey
Awareness Consideration Intent Purchase Support Loyalty Advocacy

6. “A friend of mine gets Christian Mingle ads,
even though he’s Jewish and married. That
shouldn’t happen. His religion and marital
status are available on Facebook.”
-Bill Piwonka, VP Marketing Janrain

7. 90%
Of companies are committed to delivering
an integrated customer experience
Source: Econsultancy & CACI

8. 20%
Have a well developed strategy
Source: Econsultancy & CACI

9. The Modern Marketer Aims to:
1. Provide consistent, exceptional, personal
experiences
2. By leveraging the right customer data
3. Delivering the right message, at the right
time, in the right channel

10. The Modern Marketer Aims to:
1. Provide consistent, exceptional, personal
experiences
2. By leveraging the right customer data
3. Delivering the right message, at the right
time, in the right channel

11. Brands prioritize customer experience,
change their perspective
Inside out  Outside in
What is the customer’s experience?
How can it be improved?

12. 40% of $1billion+ enterprises have a Chief
Customer Officer
Source: CCO Council

13. Personalized messaging is more effective
Research shows that personalization can
deliver five to eight times the ROI on
marketing spend, and lift sales 10% or more.
- McKinsey, HRB blog, 2012

14. It’s about relationships

15. $$$ $ $$$$$$
Location
Demographics
Transaction history
Socialgraphics
Etc.
Each customer is unique
Browsing history

16. The Modern Marketer Aims to:
1. Provide consistent, exceptional, personal
experiences
2. By leveraging the right customer data
3. Delivering the right message, at the right
time, in the right channel

18. Little Data trumps Big Data

19. When is it valuable to know more about
customers? What data matters?
• Lead scoring
• Prevent Churn
• Conquesting
• Sampling
• Reward loyalty• Promote advocates
• Reactivation
• Product
personalization
• Identify
influencers
• Lookalike Audiences
• Anticipate
support

20. SEM
Website
content
Ads:
display,
retargeting,
affiliate
Email
SMS
Case Study: Universal Music Group uses
social data to better target customers
• Profile
• Friends
• Reviews
• Comments
• Location
• Shares
• Views
• Likes

21. Universal Music Group uses social data
to better understand customer interests
1. Match social profiles
to email through social
login
Social
scores
Append to email database
2. Capture social
signals
• Facebook Likes
• Twitter Follows
• Spotify Listens
• Youtube Views

22. Non-Targeted Email
Unique Open Rate:
• “Batch & Blast”
• Content Heavy, 20+ Promoted
Items
UMG’s Interscope
Records customer
email
7%

23. Targeted Twitter Followers of
• Will.i.am
• Britney Spears
• Lil Wayne
• Diddy
Interscope sees lift in open rates by
targeting with social signals
Semi-targeted Email
Unique Open Rate: 16%

24. Targeted by:
• “The XX” Social Scores*
• Great Gatsby Social Scores
Combining social scores
for even greater
relevance, open rates
increase 10x
Targeted Email
Unique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
66.7%

25. The Modern Marketer Aims to:
1. Provide consistent, exceptional, personal
experiences
2. By leveraging the right customer data
3. Delivering the right message, at the right
time, in the right channel

26. Retargeting is effective—but closing the loop
is hard

27. Tools have potential to scale relationships
Customer action
(e.g. download whitepaper,
Watch product video)
Update lead score, send
relevant message

28. Customer data is in silos
ServiceSales Loyalty Social Marketing

29. Consolidation of technology components is
inevitable: data + engagement
Social Monitoring
Social Media Management
Marketing Automation/
Email Marketing
Content Marketing
Data and CRM
DMP/Third party dataData
Engage
Social NetworkOracle Social NetworkCollaborate

30. The Modern Marketer Aims to:
1. Provide consistent, exceptional, personal
experiences
2. By leveraging the right customer data
3. Delivering the right message, at the right
time, in the right channel
4. Through an organization of Modern
Marketers

31. What does a modern
marketer look like?
Today, everyone is
contributing to a
dynamic customer
journey

32. Digital Leadership Framework
Create Sticky Content
Set Engagement
Strategy
Filter
Information/engagement
for meaning
Drive Organizational
Capabilities
Personal Organizational
Internal
External

33. Assessment and Recommendations

34. Self-assessment: On a scale of 1-5, how do
you rate yourself?
• Data about customers
• Ability to create content & experiences
• Ability to deliver those experiences
• Organizational integration

35. The Modern Marketer Will:
1. Leverage the right customer data
2. to provide consistent, exceptional,
personal experiences
3. by delivering the right message, at the
right time, in the right channel
4. through an organization of Modern
Marketers

36. So customer relationships can feel like this
again

37. Thank You
Charlene Li
charlene@altimetergroup.com
charleneli.com
@charleneli
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising
or product endorsement purposes. The opinions expressed herein are subject to change without notice.
For Slides, send an email to slides@altimetergroup.com
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue new
opportunities and business models.
Andrew Jones
andrew@altimetergroup.com
Altimetergroup.com/blog
@andrewjns