Research Presentation: How Numbers are Powering the Next Era of Marketing


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The data that Google, Bing and Yahoo leverage turns “dumb” messages into highly targeted digital advertising. These are some of the best examples we have had of actually leveraging "big data" concepts in the marketplace. Now, the rest of marketing is utilizing the same concepts and transforming how we measure brands, engage with consumers and drive innovation. Paul Barrett of Accenture Interactive will report on the fusion of data-driven marketing with the rich streams of data arising from private, public and paid sources to predict the changes that marketers should expect in the coming years.

Paul Barrett, Senior Manager - Big Data Practice, Accenture Interactive

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  • That represents some BIG challenges that needs to be addressed, but according to our2012 Accenture Interactive CMO Insights survey of more than 400 senior marketers from 10 countries, nearly 4 in 10 CMOs say they do not have the right people, tools and resources to meet their marketing objectives. This is a 5% drop in preparedness from Accenture’s 2011 study.All these new digital devices are creating new channels that need to be integrated, managed and optimized to provide a seamless, engaging and RELEVANT consumer experienceand huge amounts of BIG data – that needs to be analyzed to drive actionable insights. Companies are realizing that they need to bring the CMO and CIO functions together and are increasingly turning to non-traditional marketing service providers such as Accenture Interactiveto bring together the full end-to-end solution (consulting, technology and analytics) that drives key outcomes globally and locally.Accenture Interactiveis the marketing services arm of Accenture addressing the CMO and CIO business challenges to help clients achieve both marketing effectiveness and efficiency.Accenture Interactive helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Working with over 4,000 Accenture professionals dedicated to serving the marketing function, Accenture Interactive offers integrated, industrialized and industry-driven marketing solutions and services across consulting, technology and outsourcing powered by analytics.
  • There are many use cases for marketers in Sentiment Analytics given the increase of social conversations, customer engagement and interactive channels such as Chat and E-mail. Firms are seeking to automate listening to customers to understand their relationship with brands, products and services – and how they share their experience with the social marketplaceBeyond the brand, marketers can better understand the Voice of the Customer, Promoter vs. Haters, and pick up signals from individual customers about their experience.
  • Time Series is a fundamental capability that .has been beyond the reach of marketers without a big data analytics solution. As we seek to tie together the customer journey across touch points – we naturally run into different systems that have usually been in a different silo – web sites and call center data for instance. If we want to understand the customer experience from the customer’s point of view, we need to deply technologies that can easily tie together the customer journey across technologies. Customers quickly move from social to mobile, from search to websites, from online to in-store. Marketers have been limited by their own technologies from becoming customer centric.
  • Frequently we reduce the value of a social network down to a series of connections. However for a marketer Graph Analytics hold incredible predictive power especially for acquisition and retention modeling. Customers tend to cluster into groups that somewhat similar. People who travel internationally know other travelers. Connected groups have similar spending patterns – and brand or product movement of one part of a network can signal coming changes with the rest of the network. For marketers, this does not have to be highly predictive – even a low level of confidence can be used to build lift in acquisition – or identify potential risks in churn.
  • Research Presentation: How Numbers are Powering the Next Era of Marketing

    1. 1. Accenture InteractiveHow Numbers are Poweringthe Next Era of Marketing
    2. 2. Copyright © 2012 Accenture. All rights reserved. 3IntroHypothesisOpportunitiesNew RulesContextStoryline
    3. 3. Evolution of the CMO AgendaNearly 4 in 10 CMOs1 say they do not have the right people, tools andresources to meet their marketing objectives. This is a 5% drop inpreparedness from Accenture’s 2011 study.Companies are increasingly turning to non-traditional marketing serviceproviders such as Accenture Interactive to bring together the full end-to-end solution (consulting, technology and analytics) that drives keyoutcomes globally and locally.Accenture Interactive is the marketing services arm of Accentureaddressing the CMO and CIO business challenges to help clientsachieve both marketing effectiveness and efficiency.1Based on the 2012 Accenture Interactive CMO Insights survey of more than 400 seniormarketers from 10 countries.
    4. 4. CMO Agenda is Being Disrupted by TechnologyData Explosion• Unstructured data is doubling every3 months• 2011 saw 47% growth overall• Driving greater emphasis on datainnovationEconomics• Commodity priced storage andcompute• Emergence of open source and bigdata technologies solving productionproblems at scale• Enable bringing analytics to the dataData Mobilization• Novel approaches to analyzeunstructured data creating shortertime from data to insight• Shift towards data consumption inmultiple environments (businessapps, mobile, social)Data Led Innovation• De-coupling data from applications• Disparate external data shapingcontext• Cost effective mobilization ofmassive scale data
    5. 5. Data Explosion: Today’s World is Defined By DataThingsFrom the human Genometo Smart Meters, FromSet-Top-Boxes to SocialNetworks, every click,every search, every swipeand every like is capturedand stored and analyzedand monetized…
    6. 6. Data Explosion: MobileCOMMUNICATIONSThere are 7 BillionPEOPLEWith overSIX BILLIONPHONESWikipediaAPPSWe willdownload over70B apps –TEN for everyhumanABILOCATIONSmart phonesarecontinuouslypinging GPS,WIFI and celltowersM-COMMERCEWill grow to $31Bwith the entirefunnel of data fromsearch andadvertising toConversion beingcaptured
    7. 7. Data Explosion: Content (Audio, Video, Images)Video, Audio, Text and Images streaming over the internet,IPTV & Cable TV are the most obvious types of content.But medical images, traffic cameras, CCTV, satellite areamong the growing sources of content.
    8. 8. Data Explosion: The Internet of Things• TheEnvironment• Industry• Places• PeopleSensableScanablePayableWearableDrivableFlyable
    9. 9. Stakes are higher: Amongst marketing strategy issues, customers are at thetop for the third year in a row (improving acquisition, retention and sales).Copyright © 2012 Accenture. All rights reserved.10Very Important2012 CMO Insights – Market Context Q 2a&b The top 3 marketingissues also have thehighest difficulty levels. New strategy areas (e.g.the end-to-end customerexperience, enablingrelevant marketing, usingdata for real-timemarketing) have highlevels of importance. Importance levels havealso increased forefficiency related factorssuch as reducing costs ofthe marketing workforceand non-payrollmarketing costs.* New items included in 2012** Slight word changeGlobal Top 3Very Difficult
    10. 10. Copyright © 2012 Accenture. All rights reserved. 12IntroHypothesisOpportunitiesNew RulesContextStoryline
    11. 11. Brand is theOrganizingprinciple ofpeople, processand technologyof theorganization.
    12. 12. Copyright © 2013 Accenture. All rights reserved. 14BRANDMeasurementand Value isgoing to bericher, morerefined andmore reactivedue to Big Datatechnologies
    13. 13. “The battle in marketing will remain the same – abattle for consumers’ trust.Trust is built on honesty, openness andconsistently taking the consumer’s side. […] theworld revolves around the consumer – and thatwon’t change.”Sir Terry Leahy, Chief Executive, Tesco plc250msCopyright © 2013 Accenture All rights reserved. 15
    14. 14. Copyright © 2013 Accenture. All rights reserved. 16Because BRANDVALUE can bedestroyed in 250MSBrand has the BiggestRisk from OutlierBehaviorBig Data Analytics areDesigned to findOutliers and UnseenPatterns
    15. 15. Copyright © 2012 Accenture. All rights reserved. 17IntroHypothesisOpportunitiesNew RulesContextStoryline
    16. 16. Marketing Analytics RevolutionIf you can’t access data, you can’t explore it. Failure to explore data is amissed-opportunity that can cost valuable initiatives that competitors maydiscover and exploit before you have the opportunity.Data Liberation.How does liberateddata drive value in our organization?Efficiencyat scale. The majorityof time spent by predictivemodelersisaround datapreparation. Fluidframeworks helpreduce the amount of time they spendpreparingthe datasothey canfocusondevelopingmodels.Fluid Frameworks.Where do we see the value in clean frameworks?Data Rich Environments. Where do we see value in rich data?A simple algorithm can do a lot with rich data.With stagnant data, at some point, algorithms converge at finite value.
    17. 17. Copyright © 2013 Accenture. All rights reserved. 19Brand Management Use CasesReputation MonitoringBrand RelevanceBrand FraudBrand AdvertisingBrand EnergyBrand ExtensionsData AggregationPattern MatchingOutlier AnalysisPathingReal-Time AnalyticsText Analytics
    18. 18. 20TEXT ANALTYICSSentiment analytics is used to analyze what is beingcommunicated. While Text analytics may countwords or identify keywords, Sentiment seeks tounderstand the gist of what is being said. Withsocial media growing in importance analyzingcustomer conversations to find key topics, trendsand meaning is critical.• Word Frequency• Word Distance• Passion / Intent• Change of Text over Time
    19. 19. 21TIME SERIES Time series allow us to order dataacross time.• Sessionization• Customer journey• Conversion funnels• Multi-touch attribution
    20. 20. 22GRAPH ANALYTICS• Customer Connections• Market Baskets• Decision Trees• Single Shortest Path
    21. 21. Copyright © 2012 Accenture. All rights reserved. 23IntroHypothesisOpportunitiesNew RulesContextStoryline
    22. 22. Copyright © 2013 Accenture. All rights reserved. 24BRANDITWikiCommons
    23. 23. Big Data inMarketingLevel 1 Awareness / Pain
    28. 28. CaptureDataDriveAnalysis
    29. 29. Copyright © 2012 Accenture. All rights reserved. 31EmbedAlgorithmsAlignMarketing
    30. 30. Copyright © 2012 Accenture. All rights reserved. 32IntroHypothesisOpportunitiesNew RulesContextStoryline
    31. 31. Copyright © 2012 Accenture. All rights reserved. 33
    32. 32. Marketers Need IT to Masters Many Different Data EnvironmentsPrivateData• Data Createdinside theEnterprise• Thestructure, designand manage-mentof this data iscontrolled byusersPaidData• Data bought fromthird parties toenhance analytics• The structure,design andmanage-ment iscontrolled bycontractPublicData• Data created orshared by thirdparties such associal networks orgovernment.• The structure anddesign is notcontrolled
    33. 33. Accenture TechnologyVision 2013Relationships at ScaleDesign for AnalyticsData VelocitySeamless Collaboration
    34. 34. 36Copyright © 2012 Accenture. All rights reserved.Rethinking the CMO / CIO Relationships• Drive IT Investment in Big Data• Design your Interactive Data Collection forAnalysis• Enhance measurement of Offline Channels• Reduce Data Friction in your systems keep upwith your customers and the Market.• Take Advantage of Big Data Technologies to• Collaboration between IT and Marketing
    35. 35. Brand is theOrganizingprinciple ofpeople, processand technologyof theorganization.
    36. 36. Copyright © 2012 Accenture. All rights reserved. 38