The document discusses multichannel marketing strategies and the importance of data-driven marketing and digital CRM. It highlights critical capabilities such as audience targeting, programmatic advertising, and real-time bidding, emphasizing the need for businesses to focus on customer experience management. Additionally, it provides insights on the collection and application of customer data for effective marketing practices.

1. | Multichannel Marketing Platform
Marketing theo định hướng dữ liệu
và Hệ thống quản trị khách hàng Số
Data-Driven Marketing and Digital CRM
TS. Đinh Lê Đạt
Đồng sáng lập & CEO
http://ANTS.vn | May 2015
Dat@ants.vn | DatDL@fpt.com.vn
+84-912323911
Confidential

2. Powered by
The Three Elements
of Digital Transformation
Confidential 2Source: ANTS, Accenture 2015

3. Powered by
Digital Transformation
New Distribution Channel
Confidential 3Source: ANTS, Accenture 2015

4. Powered by
Data-Driven & Digital Marketing
Hierarchy of Ad Tech
Confidential 4Source: ANTS, Accenture 2015

5. Powered by
Data-Driven & Digital Marketing
Hierarchy of Ad Tech
Confidential 5Source: ANTS, Gartner Mar 2015
Ad tech includes all technology that
supports digital advertising activities:
■ Audience targeting refers to the ability to
target ads using specific criteria to identify
intended recipients. This excludes most paid
search advertising, which targets keywords as
a proxy for intent, and various run-of-network
and sponsorship arrangements.
■ Programmatic refers to the automation of
buying and trafficking processes for audience
targeted ads. It excludes direct publisher and
ad network contracts specified by standard
insertion orders, but it includes various hybrid
models in which direct buys are supported by
automated processes, which go under the
general heading of "programmatic direct.“
■ Real-time bidding (RTB) refers the subset
of programmatic ads that are bought and sold
in real-time on auction-based exchanges.

6. Powered by
Multichannel Marketing
Smart Advertising Technology
Confidential 6Source: ANTS, Gartner Dec 2014
Key Issues:
• Multichannel Brand
Strategies
• Multichannel Marketing
Strategies
• Creating Effective
Customer Experiences
• Multichannel Marketing
Critical Capabilities
• Content Marketing

7. Powered by
Multichannel Campaign
Customer Journey & Marketing Platform
Confidential 7
Marketing
Platform
Source: ANTS, Google 2015

8. Powered by
The Customer Experience Management
(CEM) Architecture
Digital CRM
Confidential 8Source: ANTS, Accenture 2015
INNOVATION
LAYER
DIFFERENTIATION
LAYER
FOUNDATION
LAYER
CUSTOMER
TOUCHPOINTS
CORE
BUSINESS
APPS
INFRASTRUCTURE
18% of marketing budgets are now
earmarked for customer experience
(CX) innovation (Gartner 2015).
A strategy that focuses the operations and
process of a business around the needs of
individual customer. This includes awareness,
discovery, attraction, interaction, purchase, use
and advocacy(Wikipedia).

9. Powered by
Multichannel Data | Digital CRM
Single View of Consumers
Confidential 9Source: ANTS, Accenture, IAB 2015
• 70% start
collecting the data
• 3% use
multichannel data
in real-time
• 18% have digital
(single customer
profile) CRM
(1000+ CMO surveys.
Econsultancy 2015)
Data-driven marketing refers to acquiring, analyzing and applying all
information about customer and consumer wants, needs and motivations.

10. Powered by
Popular Use Cases of
Social for CRM (1/2)
Single View of Consumers
Confidential 10Source: ANTS, Gartner 2015

11. Powered by
Popular Use Cases of
Social for CRM (2/2)
Single View of Consumers
Confidential 11Source: ANTS, Gartner 2015

12. Thank You
http://ANTS.vn