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

arch  

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  

4  4  

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

arch  

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

arch  

Ecosystem  Evolu&ons  

7  7  

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

arch  

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  

8  8  

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14    Business  Advisory  Group  |  M

arch  

Questions  

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14    Business  Advisory  Group  |  M

arch