Last week in Shanghai I had the opportunity to share my thoughts with crowd of experienced and enthusiast marketers. Here is the presentation

1. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
about Wine, Love &
Data-Driven
Marketing
LUCA DESTEFANIS
IBM, AP MARKETING EXECUTIVE
World B2B Marketing Chief Congress
Shanghai, January 21st 2016

2. shanghai | january 2016 | luca destefanis | twitter: @lucadeste

3. shanghai | january 2016 | luca destefanis | twitter: @lucadeste

4. shanghai | january 2016 | luca destefanis | twitter: @lucadeste

5. shanghai | january 2016 | luca destefanis | twitter: @lucadeste

6. shanghai | january 2016 | luca destefanis | twitter: @lucadeste

7. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Buyers LOVE Brands

8. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Buyers Want You To Get Personal

9. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
4x
more likely to consider a
brand, if believe the brand
will provide business value
14%
of buyers perceive enough
meaningful difference
between brands’ business
value to be willing to pay
extra
2x
Personal value has twice
the effect of business
value across a broad
range of commercial
outcomes

10. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
91% of CMO say they should use
more customer data to drive
decision making

11. shanghai | january 2016 | luca destefanis | twitter: @lucadeste 11
Cognitive
Surveys
Systems

12. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
- 78%, +9%
10x
5X-50X
3x
Cognitive
Surveys
Systems
decrease in touches with uplift in
responses
more likely to respond from
inbound tactics
more quality responses with the
right offer (i.e. Software
Downloads, Online Demos,
Webinars)
click-rates by personalizing
content by industry

13. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
77% of CMOs are making major
changes to focus more on
Customer Experience

14. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Discovery Engagement Purchase/AdoptionCommitment Advocacy
Buyers Want A Personalized Experience

15. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Discovery Engagement Purchase/AdoptionCommitment Advocacy
140x
63% to 93%
10X
+23%
increased clicks to content by adding
a clear call to action button
the bounce rate for traffic linking from
non-English content to English
Response-to-Lead conversion rates
with live chat
increased clicks by simplifying page
content

16. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
The US mobile operator masters the art of
customer analytics through calls data and
social sentiment mining to reduce churn rate
The leading sporting goods retailer in China
captures through its web, mobile and social
media sites all personal and shopping data to
launch precision-guided marketing initiatives
The Netherlands’ largest online retailer is
grabbing the attention of browsers and
abandoners with a comprehensive behavioral
retargeting program
A Hong Kong television broadcaster is using
sophisticated analytics to analyze its station’s
viewers, programs rating and greatly increase
the effectiveness of its advertising promotions
Dutch bank ING Bank personalized marketing
activities based on client data and online
interactions, and moved from campaign to
continuous dialogue with customers
Luxottica, world’s leader of eyewear captures
interactions across every channel on 100
million customers, to define highly segmented
customer behavior for targeted marketing
initiatives
The US retailer uses advanced mathematical
models to describe a customer’s behavior to
cluster customers based on motivation,
engagement and buying behavior
* * *
* * *
* * *
The Japanese retailer adopted a multi-channel
marketing platform to strengthen relationship
with its customers based on behavioral
analysis
*
China Mobile leverages customer data to
offer personalized recommendations: analyze
user behavior to build profiles and develop
personalized service offerings, recommend
personalized applications on smart phones,
and suggests the best device for users when
they are ready to upgrade

17. shanghai | january 2016 | luca destefanis | twitter: @lucadeste

18. shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Luca Destefanis. IBM
lucad@sg.ibm.com
@lucadeste
ibm.com/csuitestudy
！