Big Data is key for building corporate culture placing customer at the center of processes and strategy. But it’s not easy. This presentations is first part in a serious of presentations covering big data benefits for marketing from management, storage and software perspective.

1. CUSTOMER CENTRIC ENTERPRISE
Silver Lining Part 1. Aligning IT and Marketing
PETRI PEKKARINEN
THEBIGDATAREVOLUTION.ORG
Thursday, July 11, 13

2. 07 - 07 - 2013
Big Data is key for building
corporate culture placing
customer at the center of
processes and strategy.
But it’s not easy.
Thursday, July 11, 13

3. 07 - 07 - 2013
Big Data in Practice
Cisco’s strategic
marketing team mined
historic data and social
media mentions for
customers who revealed
both a “propensity to
buy,” and a high
“readiness to buy.”
Cisco’s sales force
converted that insight
to sales uplift of $4.2
billion.
Cisco
At the heart of Spotify
lives a massive and
growing data-set. Most
data is user-centric and
allows us to provide
music
recommendations,
choose the next song
you hear on radio and
many other things.
Spotify
Mount Sinai Hospital in
New York optimized its
patients’ first eight-
to-12 hours in the
hospital by running
hundreds of
simulations. With
improved utilization,
Mount Sinai achieved
the financial effect of
adding 100 new beds
without actually adding
one.
Mount Sinai
Amazon.com harvests
the buying patterns
(transactions) of its
customers to
recommend
complementary
products for up-sale. It
also uses community-
generated ratings and
tips to further guide
buying decisions.
Amazon
Source: Supply Demand Chain Executive 2013, Spotify Labs 2013
Thursday, July 11, 13

4. 07 - 07 - 2013
Corporate culture that places the
customer at the center of all
processes and strategy
Business decisions based on
customer behaviors and insights
People, processes and technologies
aligned around customer values
Cross-functional strategies and
mandates to develop customer
centric approach
Highly relevant experiences that
increase customer advocacy and
loyalty
Key attributes for customer-centric enterprise
Source: CMO Council 2013
Thursday, July 11, 13

5. In-Memory
Self-Servive BI
Advanced
Analytics
Big Data
Analytics
Trends Shaping BI & Analytics
Mobility
Specialized
analytic
appliances
More Enterprise BI-
users
Ease of Use
Flexible access
Increasing query
complexity
Forward looking
insights
Increasing Data
Volumes
Increased Data Variety
and Velocity
Quick Response
High Performance
Rapid Deployment
Source: Ovum 2013
Thursday, July 11, 13

6. COMPANY NAME PRESENTATION TITLE 12 - 12 - 201207 - 07 - 2013
Put another idea
here.
Make it clear and
concise.
Thursday, July 11, 13

7. Marketing
Customer Experience
Management
Sales
Customer service
Brand Management
Profiling
Competitive/Market
Analysis
Contextual Mobile
Marketing
Customer Acquisition
Lead Generation
In-Store Promotions
Pricing
Forecast
Cross-Sell/Upsell
Where Big Data Can Be Leveraged?
Customer Life Cycle
Management
Personalization
Moments of Truth
Customer Lifetime
Value
Performance
Management
Next-Best Offer
Voice of Customer
Customer Satisfaction
Issues Tracking
Customer Retention
Service Innovation
Engagement
Management
Product Innovation
Source: Gartner 2013
Thursday, July 11, 13

8. 1. Functional silos
2. Corporate culture not
customer centric
3. Missing key technology
platforms to manage data
and customer profiles2.
3.
1.
Key Marketing Challenges
Thursday, July 11, 13

9. Big Data is all about team work
and aligning IT and Marketing
teams to support customer centric
enterprise culture.
CTO - CIO Communication
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10. Key attributes of the CMO/CTO specific in
achieving customer-centric enterprise
Gaining better customer insight, competitive
intelligence and market knowledge
Develop the strategy to best reach and engage
with the customer
Understanding of customer requirements and
expectations
Advancing platforms to aid in marketing
measurement and campaign optimization
Increasing the use and value of CRM systems by
both marketing and sales
Assuring the integrity and availability of
back-end infrastructures and interfaces
Thursday, July 11, 13

11. How do we generate more leads?
How leads are defined and segmented?
How do we keep leads?
How do we use marketing automation
effectively?
How do we operationalize content marketing?
How do we measure the performance?
What customers and buyers want?
How do we create multi-channel experiences?
How do we build more buyer predictability?
LEADS
PROCESS
EXPERIENCES
LET’S TALK!
Big Questions
Source: Customer Think 2013
Thursday, July 11, 13

12. CRM Systems
CLICKSTREAMS
Untapping ‘Dark Data’
‘Dark Data’ Social Media
Partner,
Supplier
Public,
Commercial
TEXT
SPEECH
LOCATION /
CONTEXT
BLOCKS
CAMPAIGNS
CONTACT
CENTER
SALES
CAMPAIGNS
CUSTOMER
SERVICE
LOYALTY
SURVEYS
SENTIMENT
WANTS
NETWORK
NEEDS
HOBBIES
MARKET DATA
POPULATION
ECONOMIC
THIRD-
PARTY
CUSTOMER
DATA
TRANSACTIONS
INTERACTIONS
CONTACTS
AGENCIES
Source: Gartner 2013
Thursday, July 11, 13

13. 3O%
U.S.A.
25% CHINA
15% FRANCE
5%
NIGERIA
10%
AUSTRALIA20%
BRAZIL
Untapping ‘Dark Data’ based on Location/Content
Thursday, July 11, 13

14. Figure out the
business case. What
are your marketing
goals?
Be Strategic
Decide what
questions need to
be asked. What are
the pain points?
Get tactical.
Where the data will
come from?
Identifying right
data is the key.
Be analytical.
Get buy-in from
the whole team
and locate right
people. Big Data is
all about team
work.
Get Buy-in
ACTIVATE
TEAMS
DEFINE
OBJECTIVES
IMPLEMENT
ACTIVITY
MEASURE
RESULTS
The Big Data Initiative
Source: Openforum 2013
Thursday, July 11, 13

15. Put the right analytics in place.
Assign specific metrics to individual marketing
team members.
Establish benchmarks.
Set metrics-driven goals.
Have regular progress reports.
Back up marketing decisions with data.
Reward the highest achievers.
Use data to drive content creation.
Share your data driven research across the
business.
A
B
C
Set-up data driven digital marketing team
Source: Hubspot 2013
Thursday, July 11, 13

16. 07 - 07 - 2013
Organizational silos
Budgetary issues for making
improvements
Legagy infrastructure hindering
improvements on technology
Personality clashes between key
executives
Issues with corporate culture
Big Data presents both challenges and great opportunities for customer-centric
enterprise. CMO’s must work with CIO’s to acquire, manage analyze and use big data
analytics to derive relevant insights and then apply those insights to strategy and
decision making.
Align and GainTerminate Roadblocks
Get started!
Sources of customer information for Big
Data initiative
Talent for data analytics and intelligence
modeling
Channel strategy, training and
management
Cooperation across functions that
understand marketing, IT, finance
and operations
Thursday, July 11, 13

17. 07 - 07 - 2013
Thanks for reading! Do get in touch:
petri@thebigdatarevolution.org
Stay tuned for Part 2.
Join Big Data Revolution Group on LinkedIn
Thursday, July 11, 13