Webinar: Building a Data-Driven, Customer Focused Business
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Webinar: Building a Data-Driven, Customer Focused Business
- 2. Building a Data-Driven, Customer-Focused Business 2 Russell Glass Head of Marketing Products LinkedIn @glassruss Nick Panayi Head of Digital Marketing and Global Brand CSC @NickPanayi #bigdatabiz
- 4. “The number of transistors on a computer chip will double approximately every two years.” Gordon Moore, founder of Intel 4
- 5. 5
- 6. 6
- 7. 7
- 8. “Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another.” Geoffrey Moore, Crossing the Chasm and Inside the Tornado 8
- 9. 9
- 10. 10
- 11. “You can really be David to the big companies’ Goliath by leveraging data effectively.” Brian Kardon, CMO of Lattice Engines 11
- 12. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker, Pioneering 19th Century Retailer 12
- 14. IBM 360 14
- 15. How Are Organizations Already Using Data to Boost Their Marketing Performance? 15
- 16. How A/B Testing Helped Raise an Extra $60 Million 16
- 17. 1717 The Result One combination performed so well in generating sign-ups, it led to an extra $60 million in fundraising for the campaign. The best part of this story? The combination favored by the campaign finished dead last in the test. The Obama 2008 team tested 24 iterations of visuals and call-to-action combination for fundraising on the organization’s website.
- 18. Using Predictive Analytics to Target Prospects Who Are Ready to Buy 18
- 19. 1919 The Result Prospects most likely to buy routers from Juniper Networks had recently signed a lease for new office space. The best prospects for Autodesk, which markets CAD/CAM software, had posted help wanted ads for new CAD/CAM engineers. Lattice Engines—like Mintigo, Infer, and other companies— uses big data to analyze the offline and online characteristics of a company’s prospects and customers.
- 20. Using Data to Bridge the Gap Between Marketing and Sales 20
- 21. Marketing in the Digital Age @nickpanayi
- 22. 2222 The Result By passing these insights and leads qualified with the data of how particular prospects had behaved online, CSC’s marketing department and sales team have formed strong ties. Because of shifts in the buyer’s journey, CSC found that its marketing team had the best insight into how prospects were behaving online.
- 23. It All Starts With “Smart Creatives” @nickpanayi
- 24. Supported by Fluid, Cloud-Enabled Infrastructure @nickpanayi
- 25. Guided by a set of disciplined processes @nickpanayi
- 27. Leveraging Knowledge to Personalize @nickpanayi
- 28. Arming Sales With Knowledge @nickpanayi
- 29. …And Finally, Feeding the [BigData] Beast.. @nickpanayi
- 30. 30
- 31. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? PRINCIPLE NO. 1 Determine what you know (and want to know) about your customer. 31
- 32. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 32 PRINCIPLE NO. 2 Start small by thinking, ‘Big data, little triggers.’
- 33. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 33 PRINCIPLE NO. 3 Be prudent but not shy about investing in technology: CRM systems are a must, marketing automation is becoming so, and analytics tools are a no-brainer.
- 34. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 34 PRINCIPLE NO. 4 Hire the right people. Marketers must hire data-oriented people, math majors, and left-brained thinkers.
- 35. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 35 PRINCIPLE NO. 5 Test, test, test, measure, measure, measure. Ideally, measure your contribution to revenue: It is the way to prove marketing’s value.
- 36. Q & A 36
Notas do Editor
- The Age of Data has long been predicted. More than 50 years ago, George Jetson woke up in the morning, and his robots served him his favorite foods, dressed him in his favorite clothes, and whisked him away to his car which automatically brought him to the office where he worked on his computer. We are closer to this world than you might think.
- Gordon Moore. His Law Predicted the Process that Would Take Us Here In 1965, the cofounder of Intel formulated Moore’s Law: “The number of transistors on a computer chip will double approximately every two years.”
- 1. Your smartphone has a microprocessor more than 1,000 times faster than the computer that took Apollo 11 to the moon. 2. Every six hours, the NSA collects as much data as there is in the Library of Congress. 3. The Internet.
- What is Big Data? In a narrow sense, big data is the incredibly fast analysis (enabled by faster process speeds and cheaper storage) of massive sets of unstructured data to find previously impossible insights.
- Will Big Data have any impact on my business? If your customer is important to you, the answer is unequivocally yes, because… In a larger sense, big data is the accumulation of technological advances that enable any company of any size to analyze their customer base, to track and provide personal experiences to website visitors, to probe email open rates to figure out what customers are reacting to.
- A different Moore, Geoffrey Moore, articulates the impact Moore’s Law (and big data) will have on business. Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado, says, “Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another.”
- Geoffrey Moore says big data’s disruption creates new “gorillas,” companies who disrupt old industries and dominate new ones. Three disruptive companies have used big data to build their relentless data-driven, customer focus: Netflix, Amazon and Google. Big data is the force behind Amazon’s uncanny recommendation engine. It’s all about data-driven, customer focus. Borders dead. Google is like a big data muscle: Every time its search engine is used, Google gets stronger, because the company knows more about its customers. It’s all about data-driven, customer focus. Altavista dead. Netflix used data on what its customers watch to develop its own content, including the wildly successful “House of Cards” and “Orange is the New Black.” Blockbuster dead.
- Geoffrey Moore says big data’s disruption creates new “gorillas,” companies who disrupt old industries and dominate new ones. Three disruptive companies have used big data to build their relentless data-driven, customer focus: Netflix, Amazon and Google. Big data is the force behind Amazon’s uncanny recommendation engine. It’s all about data-driven, customer focus. Borders dead. Google is like a big data muscle: Every time its search engine is used, Google gets stronger, because the company knows more about its customers. It’s all about data-driven, customer focus. Altavista dead. Netflix used data on what its customers watch to develop its own content, including the wildly successful “House of Cards” and “Orange is the New Black.” Blockbuster dead.
- Any company of any size in any industry can build a data-driven, customer focused business. Brian Kardon, CMO of Lattice Engines said “You can really be David to the big companies’ Goliath by leveraging data effectively.” Any company of any size in any industry can build a data-driven, customer focused business.
- John Wanamaker
- What does this all mean? More personal, relevant and wonderful experiences for customers. How amazing is it when you call and a person picks up the phone and they know exactly who you are and why you’re calling? Or when you walk into a hotel room and they have your favorite snack waiting because they know who you are? Or when you go to a website and immediately see exactly what you want to do there.
- Now, the CMO wants More. More data. More insight. More measurement. More value. More revenue. More of almost everything.