data evolutions in media, marketing, and retail (business adv group - chicago summit)
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Evolu&ons in Media, Marke&ng, and Retail
by Mark Green
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14 Business Advisory Group | M
arch
Business Trends
1. Media Content and operations going digital, enabling individual distribution and programmatic selling
2. Marke,ng Becoming integrated, enabling demand discovery, touchpoints messaging, and product lifecycle relationship management
3. Retail Operations going digital, enabling location-‐based and in-‐store messaging, offers, and product services (online & in bricks)
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14 Business Advisory Group | M
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Expanding Data Sources
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Local Awareness
Local-‐Social-‐Search Apps
Loca&on Data
Local-‐Social-‐Search PlaBorms
Research
Government
Sensors
Purchase Behavior
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14 Business Advisory Group | M
arch
Data Trends
1. Sample data devolving from currency to proIiling 2. Transac,on/Interac,on data evolving into currency 3. Log data from assorted appliances and sensors
deepening analytics 4. All Channels, appliances, and sensors become
inputs
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Integration becomes the cornerstone of Real-‐Time analytics
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14 Business Advisory Group | M
arch
Power / Speed Map
Power
5 Speed (from data to decision making)
Brand
PorBolio
Enterprise
Marke&ng Analy&cs
Emerging Next Gen: Market Management PlaBorm
Silo
Real-‐Time Metrics • Demand • Supply • Messaging • ROI on S-‐P-‐E • ProIitability
• Persons • Transactions • Exposures • Interactions • Location • Product Usage
Integrated Operations • CRM • ERP • Buying
Scope
Sales
Preferen
ce
Equity +
+
Loyalty
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14 Business Advisory Group | M
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The Path of Analy&cs
Today Emerging Next Gen
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• High Touch Consulting
• Focus on Key Business Questions
• Custom shaping Mix Analyses to business conditions
• Persons-‐level response analytics
• Effectiveness interactions over costumer life cycle
• Daily response analytics & metrics
• CRM integration • ERP integration • Buying integration
Analy&cs: 20%
Silo’s : 80%
• Daily response analytics for Web and Social Media
• Daily response analytics for Price & Promotions
• Behavioral targeting for television
• Monthly response for individual media campaigns
6 shift
Leveraging Data Managing Data
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14 Business Advisory Group | M
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Ecosystem Evolu&ons
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Domain
Today
Tomorrow
Buying Marketing Response
Consumer Relationship Management
Enterprise Resource Planning
M
TV M
I
I
P
MR CRM
MR/CRM
ERP
ERP
Agency CMO CMO CIO
TV is All Linear TV Print, Internet, Mobile
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14 Business Advisory Group | M
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Predic&ons • Retailers transform through holistic mobile apps that integrate online/in-‐brick relationship experience • Facilitate individualized Offers, Service, and Warranty management
• Enable retailers to form loyalty syndicates digital and brick domains that cover all consumer needs (akin to Airline Group Programs)
• Manufacturers (aka Advertisers) transform CRM from channeled relations to individual relations • delving into direct pricing, developing capabilities and strategies to manage loyalty across their portfolio of products across their retailer distribution points
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14 Business Advisory Group | M
arch
Questions
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14 Business Advisory Group | M
arch
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