This document discusses how marketing is changing with new digital technologies and the perspectives of chief marketing officers (CMOs). It notes that while technology shifts are still maturing, CMOs expect to accelerate the adoption of digital marketing tools over the next 3-5 years. CMOs also identified three key factors for success with emerging technologies: using advanced analytics for deep customer insights, designing rewarding customer experiences, and effectively executing on promises to customers. The document provides examples of IBM's own marketing transformation and tools it offers to help other companies.

1. © 2012 IBM Corporation
From Mad Men to Moneyball:
Research and hands on tools to guide your marketing journey
Jon Busman
@namsub
CMO Initiative Global Lead
29th April 2014

2. © 2014 IBM Corporation2
While significantly impacting marketing, technology shifts are still
at the beginning of their maturity
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
70%
60%
50%
40%
30%
20%
10%
0%
Social media explosion
Mobile revolution
(tablet penetration)
Cloud enablement
$24.6
Power of analytics
(Global business analytics
services spend, billions)
$26.7
$28.2
$31.6
$36.2
$41.0
$46.9
US adoption rate
61%
34%
36%
Prevalence of social
networking
Social apps harness network
effect for services
Miniaturization of
computing power
Watson wins Jeopardy
Browser-based cloud
applications
Consumer
cloud services

3. © 2014 IBM Corporation3

4. © 2014 IBM Corporation4
That said, CMOs expect to accelerate the introduction of digital
marketing technologies over the next three to five years
Source: Question CMO7–Whatis your plan around the usage of the following technologies over the next 3 to 5 years?
Intended use of digital technologies (3 to 5 years)
Mobile applications
Content management
Search engine optimization
46%
47%
63%
79%
62%
80%
73%
81%
68%
87%
81%
89%
80%
94%
Customer relationship management
Collaboration tools
Reputation management
Email marketing
2013 2011
66%
94%
Advanced (predictive) analytics

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CMOs identified three key factors for tackling their priorities, each of
which relies on the effective use of emerging digital technologies
Source: Question CMO5–What is the single most important factor to be successful with regard to emerging digital technologies?
Use
advanced
analytics for
deep customer
insight
Design
rewarding
customer
experiences
Effectively
execute on the
customer
promise

6. © 2014 IBM Corporation6
IBM’s Own Marketing Transformation Began in 2010
Thought Leadership Marketing Additions
•Insights from over 1,700 CMOs across
64 countries
•3 key themes:
empowered customers
lasting connections
measuring marketing ROI
•Unica (enterprise and cloud-based
marketing software solutions): 2010
•Coremetrics (web analytics): 2010
•DemandTec (Price/Promo) 2012
•TealeafTechnologies (customer
experience analytics software): 2012
•Xtify (mobile experience): 2013
•Watson (Cognitive computer): 2013
IBM’s first
GlobalCMO Study
released October 2011

7. © 2014 IBM Corporation7
Understand the Customer as an Individual and in Context

8. © 2014 IBM Corporation8
Diagnose and Assess Key Marketing Areas
Strategy
Customer Understanding
Data Capture
Analytics
Segmentation
Systematic Usage
Strategy
Customer Journey
Personalization
Cross-channel
Timeliness
Continuous Learning
Strategy
Change Management
Alignment
Collaboration Platform
Reputation Management
Design your culture and
brand as authentically one
Three marketing imperatives:
© 2013 IBM Corporation
Create a system
of engagement
Understand each
customer as an individual
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How do you stack up? (Ibm.biz/diagnose)
© 2013 IBM Corporation

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From Mad Men to Moneyball:
How leading Chief Marketing Officers are differentiating and
captivating the connected consumer
Jon Busman
@namsub
CMO Initiative Global Lead
29th April 2014