digital marketing case study + 2013 consortium details

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Our company works on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class organizations.

Best Practices, LLC Digital Marketing – Accessing Intelligence

Digital Marketing

Brand Management

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• 400,000 Business Professionals

• 86% of Fortune 100 Companies

• $40 million in proprietary

benchmarking analysis, insights

and findings


Best Practices Digital Marketing Consortium

Learn

Compare

Decide

Execute

Our business model is geared to address your critical issues. You set the research agenda. We design and deliver benchmark tools across many different companies to identify your specific performance gaps and growth opportunities.

Objectives• How do you align your Digital Marketing strategy to Company Objectives?

Structure•What is the optimal structure for Digital Marketing Success?

Success•What are the attributes of successful Digital Marketing Professionals?

How do we make the most of Digital Marketing?


Best Practices Digital Marketing ConsortiumFind out why the consortium will be helpful for you:

Research and Insights• Customized Analysis of how these insights affect your organization moving forward

• Customized Executive summary to provide to your team or to help build the business case for change.

A deeper, richer analysis• Not only are your insights personalized, all members of the consortium will receive analysis that comprises intelligence from in depth, intensive interviews with key digital marketing executives

Theme Creation• You help create the path of the study.• Your main issues become our main issues as we look to you for guidance on how we look to find the information important to you

Advisory Support• Ongoing support from your BP Advisory Team to help you understand how to incorporate the findings.

• The ability to have our team personally advise you and your team to help develop your strategy based on your customized results.

Live and Online Learning Events• Scheduled learning sessions where you and executives can probe for further insights on the data you receive

• Conveniently scheduled so that you or a member of your team can attend

Executive Networking• Access to leading peer executives from around the world who you can share and learn best practices from

Consortium Offerings:

Participate in 3-part series on Digital Marketing Excellence

Virtual Briefings by Digital Marketing Executives from leading companies

3 Report Deliverables throughout the Year

Customized “Health” Check within Each Report

Access to Best Practices Research Advisors

Monthly Newsletter collecting key Insights from the World of Digital Marketing


Mastering Digital Marketing– Project Methodology

Project Shaping Benchmark Survey Lessons Learned Interviews

• Engineer key issues into operational questions

• Combine performance metrics with process

• Engage many companies

• Engineer for ease of response

• Use to screen higher performers

• Conduct interviews with high performers & with leaders of failed launches

• Probe soft factors that drive success and failure

• Process insights• What would you do

differently?• Lessons Learned

Best Practice Blueprint for Excellence

• Identify industry business Issue

• Identify industry needs & objectives

• Articulate key issues to probe in field research

• Scope and scale project

• Engage all constituents

Field Research Process

• Integrate qualitative and quantitative insights

• Conduct Analysis• Prepare key

recommendations• Integrate “best of the

best” practices• Identify key pitfalls to

avoid failure• Share lessons learned

Here’s How We Helped a Previous Digital Marketing Client:Client Issue: This research was designed for our client to probe winning strategies for digital marketing and the different ways of structuring digital marketing groups in companies of different sizes with global service requirements.


Mastering Digital Marketing – Universe of Learning


The Client Must Do More with Less as Their Investment Levels Stagnate Compared to the Benchmark Class

Mastering Digital Marketing – Client Issue

More than 10%

Growth50%

0‐10% Growth23%

No Change15%

0‐10% Decrease

12%

More than 10%

Growth53%

0‐10% Growth25%

No Change19%

0‐10% Decrease

3%

(n=34)

Our ClientOur Client

How has your investment changed over the past two years?

How will your structure change over the next two years?


100%

0%

Mean

Outsourcing is a Cost Management Opportunity for the Client

Mastering Digital Marketing – Sample Recommendation

(n=35)

100%

66%

75%

29%

47%

28%

10% 0%

75th Percentile Mean Median 25th Percentile

% Insourced % Outsourced

Competitors outsource nearly 30% on average

(n=8)

Our Client


Benchmark Class Trending Towards Centralized Structures for Increased Effectiveness

Mastering Digital Marketing – Sample Insight

Centralized CoE Decentralized Hybrid A Hybrid B

Blogs 40% 0% 11% 11% 50%

Corp. Strategy 53% 20% 0% 0% 33%

Digital Analytics 27% 25% 0% 0% 0%

Bus. Unit Strategy 42% 20% 0% 0% 17%

Email Marketing 33% 100% 18% 20% 20%

Mobile Technology 29% 0% 0% 0% 25%Online Content Development 64% 0% 8% 10% 17%

Online Videos 42% 0% 0% 0% 29%

Press Releases 53% 60% 0% 0% 25%

SEO 56% 40% 14% 14% 33%

Social Media 50% 0% 0% 0% 29%

Webcasts 56% 33% 8% 10% 0%

Percentage of Respondents Rating Each Structure “Highly Effective” for Each Category:

- Most Effective Structure per Category


Organizations struggle to find correct balance between centralization and decentralization

Mastering Digital Marketing – How Best Companies Succeed

- Elite Performing Segment

Centralized CoE Decentralized

VOICES FROM THE FIELD“Customers need language, promotional offers, and lifestyle images customized by country.

But they do not need differing websites or marketing vehicles by country. It is more efficient and brand savvy to use common source messaging, images, product copy and video for multiple vehicles (online, email, social, etc.) than to create by vehicle.

Leaders need to value and recognize operational efficiency for the organization to improve.”

–Marketing Director, Elite Performing Company

Lessons from Elite Performing DM Groups:

Innovative organizations tend to be more centralized –and focused

Deeper use of tracking and metrics key to success of DM activities

Patterns which emerge in high‐ performing organizations include: •Greater investment in Digital Marketing•Higher leadership reporting relationships

1

2

3

Hybrid


Review Insights & Lessons Learned

Align with Strategy

Identify Key Improvement

Areas

Rank According to Priority

Outline Short‐term & Long‐term Plan

Our benchmarking research services provide clients with access and intelligence to achieve performance excellence. Using the winning strategies, lessons learned, and best practices of your competitors, your organization will achieve performance breakthroughs and become more productive and efficient.

Turning Insights into Successful Opportunities & Strategies

"The Best Practices research team was able to conduct this important field research rapidly and with true global reach. The insights and findings

will help us to focus and accelerate our performance management systems that are so

important to excellence." ‐‐ Vice President, Top 20 Pharma


Best Practices Digital Marketing Consortium

To learn more or to become an Early Advisor:

Or Directly Contact:

Marty DanielClient Services Manager(919) 767‐9223 direct

mdaniel@best‐in‐class.com

Click on the Yellow “ ” Envelope Below

• 1) STRATEGY 2) STRUCTURE 3) LEADERSHIP

• 4) COST 5) INVESTMENT 6) BUSINESS ECONOMICS

• 7) STAFFING 8) SKILLS 9) TALENT 10) SOURCING

• 11) SERVICES 12) ACTIVITIES 13) IMPACT ANALYSIS

• 14) TECHNOLOGY 15) INNOVATION 16) FUTURE TRENDS

• 17) QUALITY 18) CYCLE TIMES 19) YIELDS 20) PRODUCTIVITY

• 21) BEST PRACTICE INSIGHTS 22) PROCESS EXCELLENCE

• 23) ANALOGS 24) LAUNCH PLANNING 25) LIFECYCLE INSIGHTS

DIFFERENT BENCHMARKS YIELD DIFFERENT INSIGHTS

Benchmarking is #1 Most Used Global Mgt. Tool(Source: Bain & Co. 2011 Mgt. Tools & Trends Census)

Marty Daniel, Client Services Manager(919) 767‐9223 direct

mdaniel@best‐in‐class.com

digital marketing case study + 2013 consortium details

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