1. Business Realities, Marketing & Role of Analytics The art and science of better listening

3. Lose sales volume/share

4. Sacrifice profitInward Focus -Traditional concentration of marketing effort Customer Focus –Where they provide most feedback Therefore, emphasis increasingly on participating in (not controlling) meaningful conversations with customers on their own terms 2

5. Who owns the conversation? Customers do! Impact of networks, social media, telephony Yet marketing activities, company priorities and customer wants do not always align Marketing departments becoming about tactical execution Do not always have a seat at the table where strategy is determined in their own organizations Under increased cost pressure and demands for results accountability and speed Strategic imperatives focus on “bigger things” such as Improving accuracy and speed of transactions Supply chain enhancements In-organic revenue enhancement Smart marketers will be working to positively influence the conversation & won’t be parochial about who owns the customer 3

6. What Marketing Does Through Analytics Lens 4

7. Definition of Brand – 2 Approaches Brand a product of successfully executing: Brand drives: Promises made; Talking & selling Promises kept; Listening & responding 5 Marketing Analytics Increasingly Here

8. Marketing Analytics Important Across the Enterprise 6

9. Marketing Analytics is Business Intelligence Analytics needs to be about business realities First need to agree on goal and how we will know we are succeeding Arriving at the proper metrics may be a goal and definition of success Alignment on goals & knowing what actions the team will take is at least as important as getting the information Data challenges abound, but as often as not there is too much rather than too little Find a story to use in the customer conversation in various ways The work is usually not just about reports and insights come from collaboration – they seldom leap off a page of numbers 7