Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
PwC , profile picture
Uploaded byPwC
PPTX, PDF408,245 views

Putting digital technology and data to work for Tech CMO's

Today's tech CMOs face challenges from a rapidly changing digital landscape, with a growing emphasis on utilizing data and technology to enhance stakeholder engagement and meet evolving customer expectations. Companies are adopting digital strategies that focus on personalized customer experiences and integrating data sources for better insights. The document illustrates successful case studies of using digital technology to improve customer targeting and achieve significant marketing performance outcomes.

Technology◦
Related topics:
Digital Technologies•Enhancing Customer Experience• Digital Technology•
Downloaded 899 times
Putting digital technology and data to work for Tech CMOs
Today’s Tech CMOs are experiencing new challenges from an ever-evolving digital landscape… PwC 2
Conditions inside the company are changing… Starting at the top 3PwC
4 68% of CEOs see data and analytics technologies as generating the greatest return for stakeholder engagement PwC, 19th Annual Global CEO Survey, January 2016 4PwC
5 77% of CEOs are convinced technology will transform stakeholder expectations of business in the next five years 5 PwC, 19th Annual Global CEO Survey, January 2016 PwC
6 90% of CEOs see technology as the best way to assess and deliver on changing customer expectations 6 PwC, 19th Annual Global CEO Survey, January 2016 PwC
2015 saw marketing budgets increase by 10% to 11% of revenue. And, 2/3 of marketers expect their budgets will grow in 2016 Gartner, Smarter with Gartner, Digital Marketing Comes of Age in Gartner’s CMO Spend Survey 2015-2016, November 2015 2016 7PwC
Conditions outside the company are also changing. And customers are leading the way… 8PwC
55% of US online adults agree or strongly agree that they tend to shop more with retailers that offer consistent customer service both online and offline One Customer, One Organization, One P&L, November 2015, Forrester Research 9PwC
62% of US online adults have chosen, recommended, or paid more for a brand that provides a personalized service or experience Just For You: Use Personalization Technology To Help Associates In The Retail Store, July 2015, Forrester Research 10PwC
88% of shoppers conduct online research before they make a purchase PwC, Understanding how US online shoppers are reshaping the retail experience, March 2012 11PwC
Faced with these challenges, savvy Tech CMOs are keeping their eye on the prize… 12PwC
Revenue-generating customers! 13PwC
How? By adopting a business strategy enabled via digital technology and data, that includes… 14PwC
1step 15 MAKING CUSTOMER EXPERIENCE THE FOCAL POINT PwC
Creating tailored digital experiences to customer needs 16 2step CREATING DIGITAL EXPERIENCES TAILORED TO CUSTOMER NEEDS PwC
Creating tailored digital experiences to customer needs 17 3step CONSISTENTLY TRACKING CUSTOMER EXPERIENCE ACROSS ALL DIGITAL CHANNELS PwC
COLLECTING AND ANALYZING DATA TO PERSONALIZE AND OPTIMIZE CUSTOMER EXPERIENCE 18 4step PwC
Here’s an example of putting digital technology and data to work IOOOIIOIIOI IOOIIOOIOII OIOIOIIOIOI 19PwC
Challenge Limited customer targeting and personalization capabilities Disparate data sources hindering capabilities to draw insights and identify patterns New SaaS-based subscription model requiring a shift in marketing operations 20PwC
Solution Created a “Single Source, 360º View of the Customer” Defined the structure, rules and business logic for a robust data-driven Marketing platform Tracked customer involvement from capture to purchase, providing rich data for analytics Established organizational alignment and readiness across Business Units, Marketing, IT and Operations Prepared the organization for change through employee and partner communications 21PwC
Performance outcomes Consolidation of data sources from 20 to 1, with fully linked and easily accessed offline/online aggregated customer profiles 200% increase in lift from display retargeting 1 common message deployed across 3 marketing channels 20to 1 22PwC
And, of course one happy Tech CMO! 23PwC
Let us help you build a business strategy enabled via digital technology and data, designed to delight customers and drive measurable results We are PwC Taking B2B (Business-to-Business) and transforming it into B2P (Business-to-People) © 2016 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. 24