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2015_05_28 The Chief Marketing Intelligence Officer by Luis Madureira OgilvyRED @ SCIP / NOVA IMSHARE Conference

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Issue:
We live in a VUCA world. This is potentiated by the Marketing Change Drivers. Status Quo is not an option for organizations

Solution:
The CIO - Chief (Marketing) Intelligence Officer can help organizations steer this landmine field, whilst making it possible to identify and take advantage of the opportunities that arise

What is being done in this field to support CIOs or the companies that require their services. OgilvyRED CI CoE shows some of the tools and services that is currently using to help customer make the complex, simple!

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2015_05_28 The Chief Marketing Intelligence Officer by Luis Madureira OgilvyRED @ SCIP / NOVA IMSHARE Conference

  1. 1. THE NEW C IN THE C-SUITE: THE CHIEF MARKETING INTELLIGENCE OFFICER for 1ST NOVA IMSHARE / 3RD SCIP PORTUGAL CHAPTER EVENT Luís Madureira OgilvyRED Business Partner | Global CI Practice Lead | Head of CI Centre of Excellence SCIP Portugal Chapter Chairman
  2. 2. 2 LUIS MADUREIRA Global CI Practice Lead | Head of CI Centre of Excellence | Business Partner
  3. 3. WELCOME! LIVE.NOVAIMSHARE.PT VOTE.NOVAIMSHARE.PT #SCIP_PT #NOVAIMSHARE
  4. 4. 5
  5. 5. DECISION-MAKING ENVIRONMENT Highly Challenging
  6. 6. V.U.C.A.Volatile Uncertain Complex Ambiguous | 7
  7. 7. Volatility
  8. 8. Harder to Predict
  9. 9. COMPLEXITY ! VS! Harder to connect Causes and Effects
  10. 10. Harder do determine the Significance of events and their Implications
  11. 11. EXAMPLE Marketing
  12. 12. Black Swan VOLATILITY Could it have been foreseen? UNCERTAINTY What will happen next? COMPLEXITY Why all this turmoil? AMBIGUITY How will it affect my brand?
  13. 13. 14 THIS IS NOT WHAT I AM TALKING ABOUT!
  14. 14. WHAT WOULD YOU DO IF TOMMOROW WAS YOUR BRAND?
  15. 15. DRIVERS OF CHANGE Marketing
  16. 16. THE SOCIAL CONSUMER
  17. 17. THE CONNECTED WORLD
  18. 18. THE MOBILE EVERYTHING
  19. 19. THE OMNI-CHANNEL COMMUNICATION
  20. 20. ALL IN REAL-TIME !
  21. 21. THE C-SUITE ? What Does it Means to
  22. 22. | 24
  23. 23. | 25 Need for Focus & Winning Strategies
  24. 24. SOLUTION ? What’s The
  25. 25. Mr. Chief Intelligence Officer, …
  26. 26. WHAT CAN THE CIO DO FOR ME? Focus on the Market(ing) © Luis Madureira
  27. 27. WHAT CAN THE CIO DO FOR ME? Future Oriented Actionable Insights
  28. 28. NEED? So What Do We Really
  29. 29. 31 SMINT – SOCIAL MARKET INTELLIGENCE Beyond Listening 2.0 – Future Ready CI Understand, Compete and Win in Real-Time.
  30. 30. CIO + SMINT ! WINNING THROUGH MARKETING AGILITY WHAT? SO WHAT? NOW WHAT? THEN WHAT?
  31. 31. LISTEN We Can
  32. 32. GEOLOCATION
  33. 33. 37
  34. 34. ANALYZE We Can
  35. 35. ANALYTICS IN REAL-TIME
  36. 36. ANALYTICS IN REAL-TIME AUDIENCE PROFILE BENCHMARK POST ANALYSIS RESPONSE % / TIME ANALYSIS RESPONSE TYPE ANALYSIS
  37. 37. ANALYTICS IN REAL-TIME VIDEO PERFORMANCE CAREER UPDATES
  38. 38. INSIGHTS Develop
  39. 39. NETWORK ANALYSIS IN REAL-TIME
  40. 40. ALERTS IN REAL TIME ! Receive
  41. 41. SMINT - EARLY WARNING OPPORTUNITY SYSTEM REAL-TIME ALERT …even see video, swf, directly from the Alert or Browser! Breaking Creative Details Storyline End line Recap Bookmark! Edit! Email! Export PDF! View Access! Campaign Links With “Drill Down” capability
  42. 42. SMINT – EARLY WARNING OPPORTUNITY SYSTEM WEEKLY / MONTHLY / QUARTERLY MAILINGS Mailings:! Direct from the Platform to a specific contact or a Mailing List previously defined.! Grouped by Alerts or Breaking Creative or Other Deliverables:! Can be seen in Full Detail or in Title Links!Links:! e.g. For download to keep a personal record!
  43. 43. (ALMOST) REAL TIME ! Decide In...
  44. 44. BUSINESS WARGAME BULLET PROOF EXISTING | DEVELOP GREENFILED STRATEGY
  45. 45. V.U.C.A.Volatile Uncertain Complex Ambiguous | 9 24 SMINT – SOCIAL MARKET INTELLIGENCE Beyond Listening 2.0 – Future Ready CI | 2 4 Understand, Compete and Win in Real-Time.
  46. 46. 50 FOOD FOR THOUGHT •  Data is just Data. Big Data is Just Big Data. •  Your Marketing Strategy needs a Strategy. •  We make the Complex, Simple!
  47. 47. 51 E Luis.Madureira@Ogilvy.com Linkedin/in/luismadureira | @Luis_Madureira | Facebook.com/luis.madureira Credits: Some slides were made with the Haiku Deck App for Ipad | Some pictures I do not know the source so can not give the deserved credits. Disclaimer: Some slides result from tools used or that can be used by the CI CoE to develop competitive intelligence.

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