The document summarizes how the roles and challenges of marketers have changed due to technological advancements and increasing digital connectivity. It discusses how the customer journey and purchasing process has become more complex as customers now engage with brands across multiple channels. It also outlines how analytics and technologies like big data, cloud computing, social media, mobile devices and NoSQL databases have enabled more personalized and data-driven marketing approaches like predictive modeling and 360-degree customer views. Companies are now focused on delivering customized experiences and responses to customers across every touchpoint to build loyalty.

1. by Sandip Saha

2. Life of marketers
was…
Source: ABC, Once Upon a Time – Google Plus

3. ….simple
Awareness
Familiarity
Consideration
Purchase
Loyalty
Traditional View
Purchasing Funnel
Source: Amazon, Little Miss Sunshine Paperback by Roger Hargreaves, Mckinsey

4. Then came change…..
Source: Changeling, www.thefilmengine.net

5. Number of connected devices per person
2010 vs. 2020
World became
Mobile…
Global population
7B
1.84
Access to mobile
6B
1.6B
mobile broadband
connections globally
in Q1’13
Source: wirelessintelligence, impawards.com, UN, Time
Access to working toilets
4.5B
6.58

6. ….Social…
40%
US adults feel more
comfortable interacting
online than in person
60%
Consumers say the
integration of social
media makes them
more likely to share
products/services
23%+
Marketers are investing
in blogging and social
media
1.15
Billion+ users
500
Million+ users
238
Million+ users
Source: Social Network -Sony Pictures, Digital Insights, infographicb2b.com, Performics, PCWorld

7. …. & Cloudy
$131B
18.5%
Gartner public cloud services market forecast for 2013
Source: Cloudy with a chance of meat balls - Columbia Pictures' and Sony Pictures, Gartner, Amazon

8. Boundaries started merging
Business 2 People
Examples
50%
40%
Of devices used to
access business
application are
consumer owned
IT - BYOD
of B2C and
36%
B2B companies using
social for customer
services
Sales - Customer Centricity
Source: Forbes, Tale of two cities movie - IMDB
61%
of businesses feel social
is having a positive
impact on internal
structures (breaking
down silos)
HR - Productivity

9. Journey became multi
Changing mix of channels used by shoppers
Shopper’s multi channel journey
Offline Social
Google’s study of Shopper purchase journey for 3,000
shoppers in tech, CPG, auto and finance found were 3,000
completely different paths
56%
Retail
51%
55%
60%
Online General
39%
31%
Online Social
37%
19%
Mobile
34%
16%
Direct/Event
32%
24%
TV/Radio
Print/Outdoor
27%
14%
24%
21%
Brands getting added in consideration stage
Share of purchases %
Initial Consideration
Autos
Active Evaluation
63
Personal computers
Telecom carriers
38
Auto insurance
Source: Mckinsey, Google ZMOT
13
7
24
38
9
Added in Active
Consideration
3.8
27
37
20
In Initial
Consideration set
Loyalty Loop
30
49
Skin care
Average number of brands
1.7
25
2.2
1
1.5
42
1.8
1.5
78
0.9
3.2
1.4

10. Simple became
Complex
B
E
F
C
H
I
J
K
2
Active evaluation
Information gathering, shopping
B
1
A
B
C
D
E
F
G
H
5
Initial
consideration
3
Loyalty
Loop
Moment of
purchase
5
4
Postpurchase experience
Ongoing exposure
Source: Mckinsey

11. 2 pillars for Transition from Bruce 2 Batman
Lucius
Fox
Technical
Alfred
Pennyworth
Analytical
Source: Warner Bros, DC Comics

12. Technology advancements
customer
360°
NoSQL
$215M
Revenue by 2015
Breaking the notion of one true and
centralized way to store any kind of data
Key-values Stores
Graph database to manage its
customer organizational structures –
ability to model and query complex
data such as customer and account
structures with high performance
Column Family Stores
Document Databases
Metlife + MongoDB
• 360 degree view of a caller’s policy,
cutting across LOBs.
Graph Databases
• Consolidate and simplify presentation
layer.
• Boost customer satisfaction and call
center productivity through a unified
application.
Source: Breaking Bad,Metlife, marketwired, 451 group
Graph database to build its nextgeneration master data management
platform
Knowledge, Social and Interest Graph.

13. Analytics advancements
1010 into
identify
deliver
$$$
60%
Analytics Landscape
High
•Statistical
analysis
•Micro
customer
segmentation
•Descriptive
modelling
•Text analytics
•Time-series
analysis
•Pattern
Recognition
Complexity
•Fraud
detection
•Social media
analytics
•Behavioral
analysis
•Predictive
modelling
•Data mining
•Sentiment
analysis (NLP)
•Stochastic
optimization
respondents switched brand
loyalty - per Accenture
survey 2011
Potential increase in retailers’
operating margins possible
with Big Data Analytics
73%
5x
Cost of customer acquisition
vs. retention
higher sales a company using
predictive analytics can
achieve compared one who
don't
131%
Low
Mature
Growing
Nascent
Market Adoption
Source: Nasscom, Google ZMOT, IBM, Accenture, The Transporter, fanpop.com
81%
66%
66%
use a
smartphone
& TV
together
use a
smartphone
& laptop/PC
together
use a
laptop/PC &
TV together
lift in brand response
conversions by promoting
RealFlex running shoes with
video across all digital screens

14. "I didn't invent the rainy
day, man." "I just own the
best umbrella."
Quote by Jimmy Fallon playing Dennis Hope in the movie, Almost Famous

15. BRIDGEi2i is an Analytics Solutions
company focused at helping you
BRIDGE
INFORMATION
Transform and visualize big data into
meaningful business metrics
INSIGHT
Identify underlying patterns,
understand behavior and predict
outcome
www.bridgei2i.com
Enquries@bridgei2i.com
@BRIDGEi2i
facebook.com/BRIDGEi2i
linkedin.com/company/bridgei2i-analytics-solutions
IMPACT
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to realize sustainable business value