Omma metrics yuchun_lee


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Omma metrics yuchun_lee

  1. 1. Where Marketing is Headed:Convergence of Digital and Traditional Marketing<br />March 2011<br />Yuchun Lee<br />VP & General Manager, Enterprise Marketing Management Group<br />CEO, Unica Corporation, an IBM Company<br />
  2. 2. Outline<br /><ul><li> Changing world of marketing
  3. 3. Thoughts from market leaders </li></li></ul><li>Accelerated Change in an Increasingly Fragmented Online World…<br />Years to reach 50M users:<br />Channels proliferate…<br />Tablet<br />2 Yrs<br />Facebook<br />3 Yrs<br /><ul><li>The Internet evolves…</li></ul>Internet<br />4 Yrs<br /><ul><li>The rate of change accelerates…</li></ul>TV<br />13 Yrs<br />Network of people<br />Network of pages<br />
  4. 4. First Principles<br />“The purpose of business is to create<br />and keep a customer” -- Peter Drucker<br />The purpose of marketing is to generate <br />demand and be the steward of the brand…<br />
  5. 5. What’s Happening with Demand Generation…<br />From This…<br />To This…<br />
  6. 6. What’s Happening with Brands…<br />…To<br />Brand<br />Brand…<br />YOUR<br />From<br />From Paid Media…<br />…To Earned Media<br />
  7. 7. Vision of “New Marketing” – is Clear…<br />Past<br />Future<br />“Offline”<br />Online<br />Channels<br />Single channel<br />Multi-channel<br />Mass media blasts<br />Personalize messages<br />Silo’ed<br />Coordinated<br />Processes<br />Intuition driven<br />Data driven<br />Static<br />Agile<br />Product-Centric<br />Customer Centric<br />Approach<br />Company ‘s Brand<br />Customer’s Brand<br />Selling<br />Servicing<br />
  8. 8. Marketing’s NewResponsibilities<br />Good Marketing is Service<br />Demand Generation(Consideration, Preference, Transact)<br />Awareness<br />Prospects<br />Energize<br />Customers<br />Customer Experience<br />Customers<br />(Quality, <br /> Consistency,<br /> Convenience)<br />(Delighted,<br /> Fans,<br /> Broadcasters)<br />Good Service is Marketing<br />8<br />
  9. 9. Technology Increasingly Messy…<br />
  10. 10. Top Three Bottlenecks for Marketers<br />
  11. 11. Technology: What Marketers Want<br />Marketing needs a more comprehensive and integrated application suite<br />87% agree an integrated [EMM] application suite is required*<br />*Source: Unica’s Annual Survey of Marketers 2011<br />66% of marketing technology decisions are made/led by the CMO’s office**<br />**Source: Marketing Leaders Take On Technology, Forrester 10/2009<br />
  12. 12. What Software Buyers Want:<br /><ul><li>Low to no startup infrastructure cost
  13. 13. Low application competency requirement
  14. 14. Pay as you go
  15. 15. Easy to use software
  16. 16. Access to application anywhere, any time
  17. 17. Quick time to production
  18. 18. Lower on-going administrative and support
  19. 19. Services to optimize usage of application
  20. 20. Easy upgrades
  21. 21. Integration with partner ecosystem
  22. 22. Cost effective handling of peak loads</li></ul>Easy To Buy<br />Easy To Use<br />Easy To Deploy<br />Easy To Scale<br />
  23. 23. Comprehensive Suite of Marketing Capabilities(Traditional , Cloud Based, and Hybrid)<br />Awareness<br />Decisioning<br />Execution<br />Centralized Decisioning<br />Determine the best message to extend in outbound and inbound marketing channels.<br />Cross Channel Execution<br />Deliver highly relevant marketing messages and retain a corporate memory of interactions.<br />Customer Awareness<br />Leverage comprehensive data to identify opportunities and predict marketing outcomes.<br />Integrated Marketing Operations<br />Facilitates collaboration and cross-channel planning, design, execution, and measurement<br />Facilitates collaboration and cross-channel planning, design, execution, and measurement.<br />13<br />
  24. 24. Plans & Budgets<br />People & Processes<br />Data & Assets<br />Measurement & Performance<br />Comprehensive Suite of Marketing Capabilities(Traditional , Cloud Based, and Hybrid)<br />Awareness<br />Decisioning<br />Execution<br />Segmentation<br />eMail<br />Web and Digital Analytics<br />Offer Management<br />Inbound Integration<br />Event Detection<br />Interaction History<br />Distributed Marketing<br />Predictive Analytics<br />Lead Routing and Monitoring<br />Real-time andBehavioral Targeting<br />Visual Exploration<br />Contact Optimization<br />Online Ad/Search Bid Management<br />Integrated Marketing Operations<br />Facilitates collaboration and cross-channel planning, design, execution, and measurement.<br />14<br />
  25. 25. Web and Digital Analytics<br />Digitization of all channels<br />From traffic to behavior analysis<br />Integration within suites<br /> Online optimization suite<br /> E-Commerce suite<br /> Marketing suite<br /> Enterprise suite<br />Universal Tags<br />Digital Behavior Mart<br />SaaS, Appliance, Hybrid<br />
  26. 26. Integrating Web Analytics Across Channels<br />Tap into web visitor level detail<br />4. Trigger inbound channel offers (Intelligent Offer, website content, mobile, IP device, contact center, etc.)<br />3. Automate business rules<br />2. Identify and create segments<br />5. Trigger outbound offers (LIVEmail, Behavioral Display Ads, SMS/MMS, direct mail, etc.)<br />6. Prioritize leads for direct sales<br />16<br />
  27. 27. IBM's world view<br />Marketing is consuming more and more technology<br />Marketing professionals are becoming key technology decision makers<br />Control over $1T of marketing spend annually<br />Decide or lead 2/3 of marketing technology decisions<br />Increasingly influential in other technology areas (via customer experience mandate)<br />IBM is investing to develop this emerging market<br /> Deliver integrated solutions<br /> Define industry standards<br /> Consolidate CMO’s top agenda<br /> Shape industry conversations<br />17<br />
  28. 28. Early Support from the AR Community on Smarter Commerce<br />IBM understands the market"Forrester is very much in synch on the key points. We've identified the same trends, and we see many of the same things you are espousing.“<br />IBM is strongly positioned:" I really love everything about the slides...they do a beautiful job of framing the issues, the changes that are happening, how IBM sees the solution vision, and why IBM is strongly positioned to deliver solutions that embody that vision“<br />IBM has the vision“You’ve got the right idea - in the past, enterprise systems were all about efficiency and quality. Customer centricity is nowhere to be found. Now it is much more than that. To stay competitive, companies must build their value chain around the customer.“ <br />IBM has the strategy:“Customer centricity is a strategy, an aspiration. But with Smarter Commerce, leveraging analytics, process and strategy - building customer centricity throughout the value chain, it becomes applied. Smarter Commerce makes it real.”<br />IBM has the delivery capacity“IBM has all the pieces. You have everything here, you’ve got it all.”<br />Gartner<br />IBM has the vision“What’s interesting to me is that you have a family of best of breed products. This will drive the conversation away from do I buy IBM to how do I use IBM.“<br />Gartner<br />IBM understands the market “Brilliant! Beautiful deck and a compelling story.”<br />18<br />
  29. 29. Smarter Commerce Industry Best Practice Content<br />Smarter Commerce<br />Adoption Roadmap<br />Industry-Specific<br />Case Study Repository<br />CXO commuity sites<br />Smarter Commerce<br />Discovery Workshops<br />IBM<br />Smarter Commerce<br />Partner Program<br />IBM Sponsored Smarter Commerce<br />Research<br />19<br />
  30. 30. IBM Coremetrics Benchmark<br />Cyber Monday Online Spending Surpasses Black Friday Online, Reports IBM<br />– Optimistic Shoppers and Aggressive Promotions Drive Momentum, Pushing Sales Nearly 20% Above 2009 Levels –<br />SAN MATEO, Calif. – Nov. 30, 2010 – The U.S. online retail sector delivered strong growth on Cyber Monday<br />More than 10,000 print hits:<br />“…online shoppers had spent 20% more than they did a year ago as of that time, according to International Business Machines Corp.'s Coremetrics…”<br />"Cyber Monday has turned into its own phenomenon," said John Squire, chief strategy officer at Coremetrics, a unit of International Business Machines Corp. (IBM). “<br />“IBM's Coremetrics, found Cyber Monday sales rose 19.4 percent over last year.”<br />Over 400 Broadcast TV hits:<br />Black Friday Online Spending Delivers Double Digit Growth, Reports IBM<br />–Consumers Flock to Online Stores for Holiday Deals and Splurges –<br />SAN MATEO, Calif. – Nov. 27, 2010 – The U.S. online retail sector delivered double digit growth on Black Friday 2010 compared to the same period last year, according to<br />Thanksgiving 2010<br /> Below please find a snapshot of Thanksgiving Day data as of 12:00 amPST on Friday, November 26:<br />Thanksgiving 2010 proved to be a banner shopping day for online retailers.<br />Thanksgiving 2010 sales were up 33 percent over<br />
  31. 31. What we see, hear, and believe – All point to one fact:<br />Business success depends on being relevant to customers andprovide a superior customer experience<br />Execution requires deep insight into your customers’ needs and wants<br />Customer insight requires technology and a business culture of “listening”<br />Web analytics technology is at the center<br /> Analysts are catalysts to enablement<br />
  32. 32. Eyes<br />Undivided<br />Attention<br />Ear<br />Heart<br />Listen…<br />How to Listen?<br />
  33. 33. Thank You!<br /><br />23<br />