The document discusses customer experience optimization and the increasing complexity of digital marketing. It notes that moving from basic multi-channel campaigns to fully integrated programs that optimize customer value is difficult. It also discusses the need to master six domains like customer insights, targeting, and agility to create sustainable competitive advantages. Finally, it describes LSC Digital's predictive intelligence engine called PIE that integrates customer data to improve marketing and sales effectiveness at each customer engagement stage.
Balance Internet launches second edition of Digital Transformation in B2B eCo...run_frictionless
Balance Internet is a highly specialised eCommerce agency, and our unmatched B2B industry expertise guides our first-class digital delivery process. We are one of the most experienced B2B eCommerce solution providers in the Asia-Pacific region with members of our leadership team working in the space since 1996. With Magento Commerce technology at our core, we create high-performing solutions that harmonise digital ecosystems.
https://runfrictionless.com/b2b-white-paper-service/
Artificial intelligence and machine learning (AI/ML) present us with novel and efficient ways to solve challenging and persistent problems, particularly when it comes to predictions. Retail, due to its fast moving, trend powered, and fluid nature coupled to an extended logistics chain, relies heavily on making smart predictions. As improvements in AI/ML over the last several years have proliferated, not only in performance advances but deployability, there are exciting openings for experimentation in many domains of the retail value chain
https://runfrictionless.com/b2b-white-paper-service/
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Web Marketing & Strategy Audit: What, Why & How? Tim Bourgeois
Web strategy-related expenditures at companies can total as much as 20% of all operational costs at companies nowadays -- when factoring spending on web technologies, interactive marketing, and staffing into the mix -- yet few organizations apply a structured approach to regularly analyzing digital strategy performance and ROI. East Coast Catalyst's Digital Strategy & Marketing Audit helps companies understand their digital strategy expenditures, associated ROI, and identify areas for cost savings and performance improvement. This presentation offers background information on this ECC offering and its components.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
Read about the disruptions to influence and identity that impact our industry. Meabh Quoirin from Foresight Factory, lecturer on the MSc Digital Marketing & Analytics, discussed the digital marketing trends that will impact 2019 at an open lecture in Dublin Institute of Technology.
Balance Internet launches second edition of Digital Transformation in B2B eCo...run_frictionless
Balance Internet is a highly specialised eCommerce agency, and our unmatched B2B industry expertise guides our first-class digital delivery process. We are one of the most experienced B2B eCommerce solution providers in the Asia-Pacific region with members of our leadership team working in the space since 1996. With Magento Commerce technology at our core, we create high-performing solutions that harmonise digital ecosystems.
https://runfrictionless.com/b2b-white-paper-service/
Artificial intelligence and machine learning (AI/ML) present us with novel and efficient ways to solve challenging and persistent problems, particularly when it comes to predictions. Retail, due to its fast moving, trend powered, and fluid nature coupled to an extended logistics chain, relies heavily on making smart predictions. As improvements in AI/ML over the last several years have proliferated, not only in performance advances but deployability, there are exciting openings for experimentation in many domains of the retail value chain
https://runfrictionless.com/b2b-white-paper-service/
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Web Marketing & Strategy Audit: What, Why & How? Tim Bourgeois
Web strategy-related expenditures at companies can total as much as 20% of all operational costs at companies nowadays -- when factoring spending on web technologies, interactive marketing, and staffing into the mix -- yet few organizations apply a structured approach to regularly analyzing digital strategy performance and ROI. East Coast Catalyst's Digital Strategy & Marketing Audit helps companies understand their digital strategy expenditures, associated ROI, and identify areas for cost savings and performance improvement. This presentation offers background information on this ECC offering and its components.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
Read about the disruptions to influence and identity that impact our industry. Meabh Quoirin from Foresight Factory, lecturer on the MSc Digital Marketing & Analytics, discussed the digital marketing trends that will impact 2019 at an open lecture in Dublin Institute of Technology.
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
Social media in the enterprise has predominantly been a haven for marketers, who use its power to engage target audiences along multiple points of the conversion funnel, while being able to track the eicacy of messages and content in a very precise way.
https://runfrictionless.com/b2b-white-paper-service/
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
The ultimate guide to the new buyers journeyMarketBridge
At MarketBridge we have the privilege of working with hundreds of marketing and sales leaders every month. In those discussions one thing is abundantly clear: the customer buying journey is rapidly changing and organizations are struggling to keep up.
These dramatic shifts in buying behavior are well documented; independent research by Gartner and Forrester suggests that by 2020,
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Gleanster Research
Change is afoot. Now more than ever, consumers are demanding more intimate interactions and world-class customer service. Share of wallet is rewarded to organizations that create highly relevant and personalized customer experiences. That means corporate marketers are increasingly relying on local and field resources to engage with local audiences more intimately. Marketing is no longer a centralized function!
Unfortunately, for industries with a distributed sales and marketing presence (like Insurance, Financial Services, Franchises, Pharmaceuticals, and Hospitality) empowering local resources is challenging. It’s all too common to see fragmented and disconnected systems supporting customer communication in these industries. Corporate marketing struggles to control the brand which ultimately leads to less autonomy in local markets.
Learn how Top Performing distributed organizations are embracing multi-channel communications and achieving industry leading performance as a result.
You’ll learn:
• 7 Secrets to Top Performer Success
• The role of technology in powering brand consistency AND local autonomy
• Industry specific trends for the recent Gleanster 2012 survey on Distributed Marketing
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
Digital has profoundly changed how B2B businesses need to interact with their customers. B2B customers are already embracing digital to make more informed purchase and post-purchase decisions. B2B companies need to understand how to use digital to be where (and when) their customers are. Latest McKinsey insights on B2B: http://mckinseyonmarketingandsales.com/topics/b-to-b
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Turnkey Personalization Strategies for Localized MarketingGleanster Research
Personalization remains an elusive challenge for marketers in 2014. But for national brands supported by a corporate marketing department AND a network of local entities/affiliates, challenges with personalization are amplified by fragmented technologies, redundant marketing spend, and issues with brand compliance. While local marketers may be in the best position to personalize the brand for local target audiences, they may not have the tools, skills, or resources to act accordingly.
For industries like financial services, insurance, manufacturing, retail, hospitality, and pharma top line growth is heavily dependent on establishing a trusted relationship with customers. But how? Its 2014, but 78% of marketers in these industries support legacy marketing technologies or processes put in place decades ago – and personalization is more of a pipedream than a reality. Maybe it’s time to revisit the concept of personalization.
You’ll learn:
• How Top Performing organizations support personalization in localized marketing
• The role of technology in 2014, and innovations that are literally making personalization turnkey
• Trends and emerging tactics to watch out for over the next 1-3 years
• Practical advice for improving your marketing personalization efforts
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
Social media in the enterprise has predominantly been a haven for marketers, who use its power to engage target audiences along multiple points of the conversion funnel, while being able to track the eicacy of messages and content in a very precise way.
https://runfrictionless.com/b2b-white-paper-service/
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
The ultimate guide to the new buyers journeyMarketBridge
At MarketBridge we have the privilege of working with hundreds of marketing and sales leaders every month. In those discussions one thing is abundantly clear: the customer buying journey is rapidly changing and organizations are struggling to keep up.
These dramatic shifts in buying behavior are well documented; independent research by Gartner and Forrester suggests that by 2020,
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Gleanster Research
Change is afoot. Now more than ever, consumers are demanding more intimate interactions and world-class customer service. Share of wallet is rewarded to organizations that create highly relevant and personalized customer experiences. That means corporate marketers are increasingly relying on local and field resources to engage with local audiences more intimately. Marketing is no longer a centralized function!
Unfortunately, for industries with a distributed sales and marketing presence (like Insurance, Financial Services, Franchises, Pharmaceuticals, and Hospitality) empowering local resources is challenging. It’s all too common to see fragmented and disconnected systems supporting customer communication in these industries. Corporate marketing struggles to control the brand which ultimately leads to less autonomy in local markets.
Learn how Top Performing distributed organizations are embracing multi-channel communications and achieving industry leading performance as a result.
You’ll learn:
• 7 Secrets to Top Performer Success
• The role of technology in powering brand consistency AND local autonomy
• Industry specific trends for the recent Gleanster 2012 survey on Distributed Marketing
Ready, Set, Launch! Using Social Media to Improve Product and Service LaunchesGleanster Research
According to respondents to the Q4 2013 Social Listening survey, 8 out of 10 marketers had used social media to promote and launch new products and services. But these efforts are largely limited to two main activities: brand promotion and social listening. With so much money, time, and effort leading up to a launch social media can and should be used for more strategic activities.
Digital has profoundly changed how B2B businesses need to interact with their customers. B2B customers are already embracing digital to make more informed purchase and post-purchase decisions. B2B companies need to understand how to use digital to be where (and when) their customers are. Latest McKinsey insights on B2B: http://mckinseyonmarketingandsales.com/topics/b-to-b
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Turnkey Personalization Strategies for Localized MarketingGleanster Research
Personalization remains an elusive challenge for marketers in 2014. But for national brands supported by a corporate marketing department AND a network of local entities/affiliates, challenges with personalization are amplified by fragmented technologies, redundant marketing spend, and issues with brand compliance. While local marketers may be in the best position to personalize the brand for local target audiences, they may not have the tools, skills, or resources to act accordingly.
For industries like financial services, insurance, manufacturing, retail, hospitality, and pharma top line growth is heavily dependent on establishing a trusted relationship with customers. But how? Its 2014, but 78% of marketers in these industries support legacy marketing technologies or processes put in place decades ago – and personalization is more of a pipedream than a reality. Maybe it’s time to revisit the concept of personalization.
You’ll learn:
• How Top Performing organizations support personalization in localized marketing
• The role of technology in 2014, and innovations that are literally making personalization turnkey
• Trends and emerging tactics to watch out for over the next 1-3 years
• Practical advice for improving your marketing personalization efforts
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Customer Engagement Platform: Smarter Marketing for Better ResultsMarketo
Marketo's Senior Product Marketing Manager, Brian Glover, reviews the concept of smarter marketing for better results with Marketo's Customer Engagement Platform.
Your one stop shop for all things innovative, Laudco provides the ideas, insight and inspiration to help make your business more creative and profitable.
We’ve been around since 2011 and have worked across Asia Pacific bringing Fortune 500 company brands to life!
We love all things digital, print and social. Aligned to your objectives. Whatever the requirement.
Want to advertise with us? Email us at marketing@laudco.com
Madison Park Group (MPG) actively tracks the broader MarTech landscape and has dedicated significant attention to the Content & Experience, Social & Relationships and Data ecosystems.
iClick: Maximizing campaign performance and cross‐channel delivery through a...GLG (Gerson Lehrman Group)
Presentation to be given at SES Singapore on 3 December 2014. Session is entitled "Advanced / Analytics - Maximizing campaign performance and cross-channel delivery through analytics." Sounds technical, right? Although the subject can get VERY technical I try to present a practitioner's guide to help marketers understand what, how and why they should be measuring campaign performance across digital media channels (search, display, mobile, video, email). iClick has an amazing platform that delivers these cross-channel marketing campaigns in China and around the world. I highlight a couple of case studies in this presentation.
In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective?
Join this webinar to learn:
--How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools.
--How to figure out which of your marketing efforts are actually paying off.
--How to use social listening to find out who is talking about your brand and on which platforms.
--How to move from data to actionable insights.
Madison Park Group (MPG) actively tracks the broader MarTech landscape and has dedicated significant attention to the Content & Experience, Social & Relationships and Data
What is the Marketing?
What is Digital transformation means?
What is Digital Transformation for Marketing?
Understanding Digital Transformation
What are the Benefits of Digital Transformation?
Why is transformation needed now?
The first step towards transformation
The 5-step approach to digital marketing transformation
The value of digital Transformation for Marketing
The exciting implications for marketing transformation in an ever-evolving digital world
How digital transformation can revolutionize marketing
The role of digital transformation in driving customer experience
5 Big Fundamentals of Digital Marketing Transformation
The digital marketing transformation challenge
7 Roadblocks to Digital Marketing Transformation
Your 2019 Digital Marketing Transformation Strategy
In an 'always on' world where channel-surfing B2B customers demand real-time responses - no matter where they are - what is the optimal role of social media marketing? Roxane Divol, a partner and leader of McKinsey's Marketing & Sales Practice, addressed this question at the ITSMA Marketing Leadership Forum and demystified the emerging role of marketing as a driver of social technologies. She also discussed the tactics and strategies B2B marketers should use to access the touchpoints and datastreams that reinforce the social consumer decision journey. This presentation provides insights into how, when, and where social media influences and uniquely engages customers, as well as current best practices for developing, launching, and demonstrating the financial impact of social media campaigns. More: http://mckinseyonmarketingandsales.com/topics/b-to-b
Day 2 Panel @ OMS 2012 about cross-channel marketing best practices. Panel included:
Michelle Fitzgerald, Jason Pinto, CMO, Jon Oakes, Des Cahill, Dan Siroker, and Stephanie McReynolds. Companies represented: Teradata, InterlinkOne, Ensighten, Optimizely, and L2.
[AI Webinar Series P1] - How Advanced Text Analytics Can Increase the Operati...JK Tech
Digitization is considered as the next step-change that will have a bigger impact on businesses than even the internet. To win in the digital journey, companies must act now, or be left behind wondering what happened!
In this webinar series, JKT Smart Analytics demonstrates how they empower their customers to create maximum business value out of this eminent Digital data explosion through digital business empowerment by leveraging the digitization to increase their top-line revenue – customer experience, optimize the bottom-line costs – operational efficiency, enhancing the safety factor and reinventing the business process in line with the changing world.
This webinar is focused on how our AI-based text analytics solutions – First, JKT Social Media Radar; a SaaS-based AI NLP Platform, helping organizations to gain insights on market and customer perceptions on their brands, products & services. Secondly, Sales Promotion Recommendation Engine helps customers to enhance their top-line growth and streamline the bottom-line costs.
KEY TAKEAWAYS:
1) How should a business plan their journey through the Digital data revolution?
2) How can a company make use of digital data to create effective data strategies for the increased outcome(s)?
3) How IT practitioners can catalyst the digital data mining journey and attract business adoption?
4) JKT Social Media Radar solution – What, Why, Supporting Business applications, and more.
5) How can companies reduce operational costs by automating human effort-intensive tasks using cognitive Analytics?
Similar to Customer Experience and Predictive Analytics (20)
Forrester Wave | BPM Platforms for digital business 2015Rick VARGAS
Pegasystems Leads The Pack
Forrester’s research uncovered a market in which
Pegasystems, Appian, and IBM continue to lead
the pack. Software AG, Oracle, Newgen Software,
OpenText, Bizagi, K2, and DST Systems offer
competitive options. Red Hat and TIBCO
Software lag behind.
The BPM Platforms Market Is Growing As EA
Pros Accelerate Digital Transformation
The BPM platforms market is growing because
more EA professionals see BPM as a way to
address emerging challenges for customer
experience and digital business. This market
growth is, in large part, because EA pros
increasingly trust BPM platform providers to act
as strategic partners, helping them transform
how they use technology to win, serve, and retain
customers in the digital age.
The ultimate guide to current best practices for today’s data centers, this book has been updated and refreshed to reflect the current state of Big Data technologies
Like all channels of marketing, channel and data integration are keys to success. The more complex of the two is in the data.
If you're immersing into the world of mobile or location based marketing, familiarize yourself with location data management (LDP). To start read SIM Partners white paper "The CMO's Guide to Location Data Management."
2. 2
Customer
focused
Business
unit /
media
engagement
Campaign
focused
The Digital Evolution…
Level 1
Level 2
Level 3
Level 4
Level 5
Enterprise
engagement
Infrastructure focus, basic capabilities
Single campaign, simple data, little offer
and customer customization
Basic multi-channel, model integration,
and campaign automation
Contact Optimization, multi-touch campaigns,
integrated measurement platform
Customer Value Optimization
fully integrated programs & campaigns
Low value
High value
Moving
from
Level 3
to Level 4
is hard.
4. 4
NOT. As far as we have evolved, the reality is that optimizing buyer
behavior and customer experience has become increasingly complicated as
the number of channels and media options grow.
TV & Radio
Print
Mail
Email
Display
Social
Search
Web
Store
Care
Phone
Partner
Position Expectation ProductPrice
ServiceSales
Purchase Promotion Experience Customization
Media
Channels
Brand Value proposition
Customer Centric
Question: How do we operationalize our business around customer
experience given this level of complexity?
5. 5
Are we at risk of losing business from any of
our top 50 accounts?
Answer tough questions…
What technology service or product will my
clients likely buy?
WHAT ARE MY COMPETITORS DOING?
What can I do to prevent churn?
What is the best channel and time to connect
with my customers?
6. 6
Strategies in CX set into motion preemptive business tactics...
Developing a 360º view of
the customer
Ex-customerNon-buyer
ProspectSuspect
UserBuyer
Likely attrition
customer
Sales and Marketing
are responding by…
Developing advanced
insight, targeting and
measurement capabilities
Social networks as a
purchase advisor
Changing consumer
buying process
Shift in media
consumption patterns
Engaging consumers in more
effective and productive ways
Putting the customer at the
center of business strategy
The
digitization of
media and
channels
Socially
enabled mass
engagement
Challenging
economic
climate
Macro-level trends are changing the
landscape
Evolving consumer
expectations
Customer
Experience is
constantly changing
Buyer
7. 7
There are six domains that must be mastered in order to create
sustainable competitive advantage…
Ability to
identify,
segment and
manage high
value
customers
Ability to
allocate
resources that
optimize ROI
and long-term
customer value
Ability to micro
target,
customize and
personalize
media and
channel
experience
Ability to create
metrics as
currencies and
measure the
incremental
impact of each
marketing
activity
Ability to organize
in a fashion that
allows you to
respond to
changes in
customer,
competitor or
marketplace
behaviors faster
than the
competition
Ability to create
and manage a
360º view of
the customer
Information Insights Targeting MeasurementOptimization Agility
8. 8
BIG DATA, CX AND Predictive Analytics: What’s different?
Predictive
Analytics
Smarter
Decisions
9. 9Listen PredictLearn
Website
Call
Display
Search
Email
Social
Mobile
PIE solves the BIG DATA challenges brought on in today’s multi-channel,
multi-tactic, multi-sourced CUSTOMER EXPERIENCE environment
BI
BI
BI
BI
BI
BI
PIE channels all sources of customer
interactions and intelligence into one
environment
PIE
Optimized
10. 10
Predictive indicators (PIE) will improve every stage of customer
engagement and enhances employee and CUSTOMER
EXPERIENCE
10
Ex-
customer
Non-
buyer
ProspectSuspect User
Buyer
Shopping
Retain
Renew
Up-sell
Deselect
Cross-sell
Activate
Entangle
Stimulate
Qualify
Win back
Acquire
Qualify
Strategy & Direction Create & Customize Manage & Perform
• Business strategy
• Brand strategy
• Customer strategy
• Segment strategy
• Offer/treatment strategy
• Media strategy
• Multi-channel strategy
• Customer experience strategy
• Insight management
• Campaign management
• MRM
• CRM/media mix mgmt
• Segment management
• Lead management
• Content management
• Experimentation management
• Performance management
• Program development
• Offer creation
• Content creation
• Message development
• Treatment
• Personalization
• Customization
PIE: Analytics, Data, Applications, Tools, Infrastructure, TALENT
CRM Management Systems
• Metrics and incentives
Optimization and business rules
• Organizational structure
• Roles and responsibilities
• Decision authority
• Governance
Buyer
11. 11
What is PI3E? –
PI3 is LSC’s proprietary technology and methodology that builds customer experience roadmaps for companies operating in both B-
to-B and B-to-C environments. It is in part a predictive intelligence program that integrates customer insights, business intelligence,
information from a clients’ CRM program that improves marketing effectiveness, sales effectiveness and business performance at
every stage of engagement with clients and prospects.
Predictive
Intelligence
Engine
PIE
Across Buying
Stages
Awareness
Advocacy - Loyalty -
Retention
(Relationship
Value Based)
Knowledge
& Research
Buying
(Less Selling)
Selection
(Rational
& Emotional)
Satisfaction
(Experience)
Evaluation &
Consideration
Personas
Profiles
CI
Trending
Behavior
Monitoring
Big Data, Social,
Mobile,
Digital
Multi-
Channel
Engagement
Engine
Behavioral
Insights
13. 13
LSC Digital’s Executive Leadership Team
Ed Mallin
Ed’s career spans over 27 years of experience and executive leadership in the Direct Marketing, Information
Technology and Database Services industry providing sales and marketing solutions to businesses. He has been
a tremendous asset to Huron with its investment in LeadingResponse..
Ed entered the industry in 1984 as a Partner and President of Compilers Plus, a leading direct marketing firm in
New York. In 1990, Infogroup (then, Infousa acquired Compilers Plus; Ed served as a corporate officer, Executive
VP and Group President for Infogroup for 20 years. During Ed’s tenure at Infogroup, it grew from a $30 million
boutique business to an $800 million public company. Ed managed 7 Infogroup Divisions, was involved in over
15 acquisitions, and was responsible for over $200 million in annual revenue. Ed also led Infogroup’s transition
into the digital space, building Infogroup Interactive into a $100 million online division.
Joe McCluskey
Joe is a senior level marketing/business management expert who helps clients navigate the ever changing
customer experience and how newer digital channels impact customer's loyalty. Joe works closely with the
product teams on solutions that "weaponize" social, mobile, web, CRM and big data / analytics channels. Joe
is recognized for his ability to align digital strategies into operational systems that can deploy business
information, data and analytical solutions that increase each client's ROI.
Charlie Tarzian
Charlie’s career spans over 25 years of experience and executive leadership in the Agency, Direct Marketing,
Information Technology and Database Services industry providing sales, technology and marketing solutions to
businesses. Charlie has served as President of Barry Blau & Partners, Brann Worldwide (a division of Dan
Schneider Communications. In 1998, Euro RSCG acquired Brann Worldwide; Charlie served as a CEO for Euro
Circle / Circle and eventually MKTG until 2009. While Charlie served in these posts as well as a partner with
HealthED and Consultant at Satori, he also developed many patented technologies that serve as the basis for the
Big Willow project indication engine. He has been with LSC for the last three years where he is responsible for
building out product, service and data innovation.
14. 14
14
1980
1984
2000
2005
2011
Present
List Services
Corporation (LSC)
is Founded
State-of-the-art
Data Center goes
live, Data
Brokerage division
established
In-house
compilation group
launched, first
hosted marketing
database goes
live
LSC adds digital
services with
email marketing
group
Acquisition of
Accession Media,
merger with Last
Mile Networks
LSC Digital consolidates
all acquired digital
brands. Launches
brand new website…
Our History
15. 15
According to Sirius Decisions, 66% of the buying process is complete
before sales reps are engaged
That research happens in a LOT of different locations
Who else is involved in the decision?
Buying teams average 6 people for complex B2B projects
Teams swell to 20+ in large enterprise buys
Individual actions trigger resource intensive follow up to qualify the
opportunity
Is there a real project at all or is this just an individual request?
The Realities in Technology Services - B2B Marketing
16. 16
Executive Summary
Report Background Key Findings & Results
Data sources used to generate this report:
OOW 2011 Event Attendee Lists:
Speaking Session Attendees
Booth Attendees
BICG Customer Appreciation
Reception
Revenue and marketing analysis
Capgemini Pipeline Analysis
Based on post event funnel
progression
Following OOW 2011, Capgemini booked $24.5MM with 7 accounts that were in
attendance at OOW.
3 of those accounts were on Capgemini’s Top 40 List Monitored by
LSC:
Johnson & Johnson, Cisco Systems, Loews
Following OOW 2011, Capgemini generated $128MM in pipeline at 15 accounts
that were in attendance at OOW (Pipeline defined as opportunities progressing
between Stages 3 – 7 from Capgemini supplied pipeline files
7 out of Capgemini’s Top 40 accounts were in attendance at OOW 2011
AT&T, Johnson & Johnson, Lowe's, Cisco Systems, Farmers Insurance, Home
Box Office, Inc., US Department of the Treasury
2 of the 7 were on Capgemini’s Country Managed Account list (CMA) in NA
Home Box Office (part of Time Warner), Johnson & Johnson
366 attendees from 251 companies engaged with us via our:
19 speaking sessions
Visitors to our booth
BICG Customer Appreciation Reception
18 “Hot Leads” were generated for subsequent nurturing programs. As of Q1
2012 these leads show the following status in Capgemini’s SPADE system:
Accepted - 7
Converted – 1
Rejected - 3
Retired - 1
Unqualified – 6
Comments
LSC Digital’s CX engagement was the impetus behind driving Capgemini’s transformation into the Social CRM and digital marketing
space behind Rick Vargas’s leadership.
17. 17
Impact on Bookings and Pipeline within Existing Accounts
Capgemini booked
$24.5MM at 7 accounts
In attendance at OOW
Cisco
Systems
Inc,
$1.98MM
Citrix
Systems
Inc, $11K
Johnson &
Johnson
Inc, $777K
Lowes
Companies
Inc,
$10.8M
Manheim
Auctions,
$8.3MM
McDonalds
Corporation
, $40K
Royal
Caribbean
Cruises
$2.5MM
AT&T,
$200K
Cabot
$ 330K
Celgene
$4.2MM
Cisco
Systems Inc,
$945K
Citrix
Systems
$2MM
D&H
Distributing
$230K
Fidelity
Investments
Company Inc,
$290K
Land O'Lakes
Inc, $571K
Lowes
Companies
Inc,
$100MM
Manheim
Auctions,
$4MM
PNC $600K
Royal
Caribbean
$2.6MM
SAVVIS, Inc.,
$45K
Schreiber
Foods
$100K
Starbucks
$12MM
$128MM in pipeline across 15
accounts advanced through the
funnel following OOW
18. 18
Event Impact on Capgemini’s bookings and pipeline by Sector
General
Services,
$12K
MALS,
$24.5MM
EUC,
$331K
FS,
$890K
General
Services,
$2MM
MALS,
$125MM
TME,
$200K
Most of the bookings and pipeline generated following OOW
happened in Life Sciences
$128MM in pipeline
between Stage 3 and
7
$24.5MM in
bookings
19. 19
Capgemini engaged with attendees from 251 companies
from mostly large multi national conglomerates in
Capgemini’s target account list
MALS
62
25%
General
Services
53
21%
FS
35
14%
Public
33
13%
CPRD
32
13%
EUC
18
7%
TME
11
4%
Health
7
3%
A majority of our attendees work for
companies in Life Sciences,
Financial Services, CPRD, and
Public sectors
Greater
than $1B
112
45%
Between
$500M
and $1B
26
10%
Less
than
$500M
88
35%
Annual
Revenue
Not
Available
25
10%
Almost half of the companies we
engaged with have annual revenue
greater than $1B
20. 20
Capgemini’s Speaking Sessions drawed the most qualified
target audience…
Between
$500MM
and $1B
10
16%
Greater
than $1B
32
50%
Less than
$500MM
20
31% Not
Available,
2
3%
Between
$500MM
and $1B
3
7%
Greater
than $1B
23
53%
Less than
$500MM
12
28%
Not
Available
5
12%
Between
$500MM and
$1B
15
9%
Greater than
$1B
66
42%
Less than
$500MM
57
36%
Not Available
21
13%#1 Speaking Sessions:
66 companies within our
target audience had
attendees attend one of our
speaking sessions
#2 BICG Customer
Appreciation
Reception:
32 companies within
our target audience
attended the BICG
reception
#3 Booth Visitors
23 companies within our target
audience visited our booth
21. 21
Speaking Session Results Details (ranked by # of attendees)
Speaking Session # of Attendees
# of
Attendees
Top 40
Company Size:
Greater than
$1B
Company Size:
Between
$500M and
$1B
Company Size:
Less than
$500M
Operational Reporting with Oracle Business Intelligence Publisher and
JD Edwards: Success Story
39 5 1 18
Oracle Application Express Within Oracle SOA Suite 32 14 5 8
Merits of being a project-oriented organization: How Oracle helps
Achieve it
22 11 1 8
Implementing Oracle Application Integration Architecture 11g: A
Customer Case Study
21 6 3 3
Oracle Business Intelligence 11g Action Framework: Basic to Advanced
Integration
17 5 0 7
"A Single Version of the Truth": Diebold Shares Its Global Vision for BI 12 9 1 1
Oracle Business Intelligence Action Framework: Actionable
Intelligence Study
12 1 7 0 3
Using Disruptive Technology and BI Analytics to Automate Business
Services
12 3 2 2
Accelerated Interface Development Approach: Integration Framework 11 2 4 1 6
Enabling Social Sign-in with OpenID and ATG Applications 10 1 2 1 3
Simplifying Work Order Management in the Utilities market with
Oracle BPM Solutions
10 4 1 1
MDM in the Public Sector 8 2 0 1
22. 22
Speaking Session Results Details (ranked by # of attendees)
Continued
Speaking Session # of Attendees
# of
Attendees
Top 40
Company Size:
Greater than
$1B
Company Size:
Between
$500M and
$1B
Company Size:
Less than
$500M
Oracle E-Business Suite 12 Implementation Success Story 7 1 4 0 1
Innovation and Rationalization: The definitive Guide to Oracle
Applivations Landscaping
5 1 3 0 1
TDC Denmark: A Case Study of Order Management's Role in Business
Transformation
4 2 0 1
Moving Prisoners and Illegal Aliens with Oracle – JPATS “The Real
ConAir”
3 2 0 0
Capgemini's Buyers Workbench: Purchasing Optimization Tool for
Wholesale Distribution
2 0 0 2
Rising Costs and Falling Prices: What's a Distributor to do? 2 0 0 1
Increased Bottom-Line Cost Reductions and Top-Line Growth in
Multichannel Distribution Support
1 1 0 0
Grand Total 230 6 84 16 67
23. 23
We have created a way for technology services, consulting and
outsourcing companies to decipher and interpret the digital
behavior of their client and prospective client’s buying process
Finance
UK
IT Procure
USA
Finance IT Procure
Our data is broad and deep, and we can find professionals by
department.
Competitive intelligence has not been
centrally organized which in turn limits our
ability to react to conditions happening
across the family tree of our accounts
In this example, a competitor just won
business at a family member of one of our
accountsOur solutions move away from
depending on the actions of a
single individual as an indicator
of a sales opportunity, to using
the analysis of all the web
activities of an entire
organization.
CX Roadmaps –
We build Customer
Experience Roadmaps
Subsidiary
France
24. 24
We use advanced IP targeting and account based marketing with contextual
alignment to reach your exact targets at the right point in time
Our technology accesses, analyzes, and reports on a data stream that by
itself is significant but as part of a larger integration of data points – creates
a 360° view of a company of interest – while it is happening
Capturing the Data You Care About Most:
Page 24
25. 25
• IP Address - What is it?
- Every device on the Internet has a unique ID number, called an IP Address
- A typical IP address looks like this: 64.149.181.87
- IP addresses are routable locations on the Internet.
- There are a theoretical maximum of 4.3 Billion IP addresses on the Internet. (IPv4)
- 3 Billion IP addresses are currently in use.
• Host name - What is it?
- Every website and most Internet servers and devices have a host name.
- Host names are easier for humans to read than IP addresses.
- A host name looks like this: adsl-64-149-181-87.dsl.austtx.sbcglobal.net
- Nearly 1 Billion host names have been collected and organized so far.
IP Addresses and Host Names
26. 26
How It Works
We map each IP address to their URL
That URL gets map to a business entity in one of the multiple B-to-B databases we host:
– We take the URL’s of interest and use our B-to-B contact databases to do a lookup against all known, current contacts
in that organization and present those as qualified leads that can be integrated directly into your marketing/sales
automation systems or as a prospect list inclusive of email and postal addresses
Those leads can be integrated directly into your marketing/sales automation process flow or handed off to you as a more
traditional contact list
These leads will:
– Accelerate and compress your lead generation process by delivering high value leads with specific data behind them
– Give you context – you now have something relevant to talk about/message to key decision makers/influencers
While giving you:
– A leg up on your competition – you are getting in market buy signals before the traditional methods of intelligence pick
them up
– A dynamic way to market on the fly – you can now tie together critical business intelligence with near real time
messaging
27. 27
Organizational Criteria:
– Revenue
– Employee Size
– Industry/Vertical
– Named Accounts
• Customer Lists
• Sales Prospects
• Public Lists – Fortune 500, etc
– Location
• Country
• City and/or State
– Competitive Installs
IBM Storwize, XIV, & DS5000
& EMC Data Domain
Choose Your Target
Page 27
28. 28
By Keyword:
– Give us your SEM keywords aligned
against your site, a particular solution,
or even a specific product
By Topic:
– Give us the topics that most closely
align with your product or service, we’ll
create the list of keywords and phrases
matching these topics
– Think like your customer
Choose Your Topic
Page 28
29. 29
Contextually aligned ads served
against topical content pages mapped
to customer keywords
Ads enable data collection:
Organizations are identified and
targeted via IP Targeting across all
relevant pages
Data Analytics normalizes activity to
see an entire organization's activity
and the buying team across the web
How It Works
Page 29