1200 omma metrics joe stanhope


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1200 omma metrics joe stanhope

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  2. 2. The Digital Marketing Imperative:Leveraging Complexity As A Competitive Advantage<br />Joe Stanhope, Senior Analyst<br />July 21, 2011<br />
  3. 3. The complexity of digital marketing is an equal opportunity disruptor, creating an opportunity for those firms that learn to harness complexity to build sustainable competitive advantages.<br />
  4. 4. March 2011 “Welcome To The Era Of Agile Commerce”<br />Engaging The Ever-Connected Consumer Across Touchpoints<br />
  5. 5. The Complexity Explosion<br />
  6. 6. 1<br />Emerging channels.<br />
  7. 7. The social media landscape<br />Source: FredCavazza.net (http://www.fredcavazza.net/files/2010/12/SocialMediaLandscape2011.jpg)<br />
  8. 8. October 2010 “Mobile Adds New Appeal To Your Brand Experience”<br />Reconnect By Matching Mobile To The Consumer Life Cycle<br />
  9. 9. October 2010 “Social Mobile Technographics®: How Consumers Socialize On Mobile Phones”<br />Social Technographics Of Mobile Social Users <br />
  10. 10. 2<br />The Splinternet.<br />
  11. 11. The Internet is entering a new era<br />
  12. 12. Proprietary standards will define interactive experiences<br />
  13. 13. Harnessing complexity<br />
  14. 14. The typical reaction to complexity…<br />
  15. 15. To harness complexity we must address marketers’ most vexing questions<br />How can we harness <br />the data we generate <br />and make it actionable?<br />How can we maintain our <br />operational tempo?<br />How can we plan, execute, <br />and measure cross-channel <br />campaigns that are relevant to <br />our customers and prospects?<br />How can we <br />measure all of our <br />interactions and <br />implement accurate <br />attribution?<br />How can we adopt new <br />channels without starting <br />from scratch or negating <br />previous investments?<br />
  16. 16. 1<br />Technology.<br />
  17. 17. The online marketing suite:<br />A network of interactive marketing specialists — held together by a central hub — which supports the entire interactive marketing process from planning and design to execution, measurement, and analysis.<br />
  18. 18. February 2011 “Revisiting The Online Marketing Suite”<br />The Online Marketing Suite In 2011<br />
  19. 19. The benefits of the online marketing suite<br />Visibility<br />Supports a unified view across the interactive marketing mix<br />Drives multichannel analytics and campaign execution<br />Accuracy<br />Coordinated data management for a single source of insight<br />Drives the reduction of errors, data quality issues, and delays<br />Context<br />Tracks customers and prospects through the multichannel funnel<br />Drives cross-channel attribution and optimization<br />Collaboration<br />Workflow guides processes across the extended marketing stakeholder set.<br />Drives consistency, efficiency, and encourages information sharing<br />
  20. 20. 2<br />Organization.<br />
  21. 21. A New Marketing Model Emerges<br />Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report<br />
  22. 22. A New Marketing Model Emerges<br />Source: October 9, 2009, “Adaptive Brand Marketing” Forrester report<br />
  23. 23. The Customer Intelligence Command Center<br />
  24. 24. 3<br />Testing.<br />
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  28. 28. How is Online Testing Useful?<br />Meet marketing or campaign goals (e.g. conversion, sales, click-throughs, etc.)<br />Improve customer experience<br />Drive incremental improvements quickly <br />Statistically based insight into what works and what doesn’t <br />Understanding of:<br />Factor importance<br />Factor interaction<br />Optimal factor combination by segment<br />Testing across channels and through the funnel<br />
  29. 29. Users Cite the Top Benefits of Online Testing<br />
  30. 30. 4<br />Balance.<br />
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  32. 32. Content is the tip of the spear<br />
  33. 33. Outbound execution<br />
  34. 34. Inbound execution<br />
  35. 35. Device Agnostic<br />
  36. 36. Getting there from here<br />
  37. 37. Work from a roadmap<br />The roadmap encompasses five elements<br />Source: March 4, 2011, “The Road To The Online Marketing Suite” Forrester report<br />
  38. 38. Leveraging complexity is about more than technology <br />Consider processes and skills<br />Prepare for a long-term commitment, not a project <br />Work the roadmap in stages based on your starting point and priorities<br />Never assume<br />Your intuition isn’t that good – trust me – test everything<br />Maintain a balanced perspective<br />Analytics is critical but never discount content and execution<br />
  39. 39. Thank you<br />Joe Stanhope<br />+1 617.613.8929<br />jstanhope@forrester.com<br />Twitter: @joestanhope<br />blogs.forrester.com/customer_intelligence<br />www.forrester.com<br />