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Integrated Marketing Analytics & Data-Driven Intelligence
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• Bruce Swann • Manager, CI / Integrated Marketing, SAS
• Scott Briggs • Principal Solutions Architect, Customer Intelligence, SAS
• Suneel Grover • Sr. Solutions Architect, Integrated Marketing Analytics, SAS• The George Washington University (GWU)
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Module 3: Marketing Operations Management
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AgendaI. Current State of Marketing OperationsII. The Changing world of MarketingIII. What is Marketing Operations ManagementIV. An Example of MOM in actionV. Industries that are leveraging MOMVI. Best Practices for Deploying a MOM solution
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Marketing Operations Management
Current State in Most Organizations…
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When Marketing Operations Go Bad
Don’t Let This Happen to You
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EMPOWERED CONSUMERS:Proliferation of Digital Channels
EXPLOSION OF DATA:Big Data vs. Right Data
EVOLVING C-LEVEL ROLE:Dual Mindset
analytical creative
Three Things Changing the World of Marketing
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Balance Has Shifted
ENTERPRISE CONSUMERS
ENTERPRISE
CONSUMERS
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Evolving Consumers
CONSUMER PATTERNS
ARE CHANGING
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The Customer Journey is Now Collaborative
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Your Marketing Messages Must be Integrated and Consistent to
be Relevant to Today’s Consumers
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Marketing Operations Management (MOM) is critical
for Integrated Marketing
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What is it
Marketing Operations Management (MOM) is a version of end to end marketing process optimization, from planning and
budgeting, through marketing asset management, to global marketing execution and analysis. MOM is the alignment of
people, process and technology to support marketing activities and improve marketing effectiveness.
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You Need A Plan
Not…a contact strategy… a budget…a campaign calendar…a creative review…
A comprehensive end to end marketing plan
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An Example
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Not From Marketing
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Building a Sky Scraper
Architects don’t start with plumbing and electrical drawings. They start with an idea.
They plan accordingly• How long will this take to build?• How much will this cost?• Who will we need to work on it?
As the plan evolves, the original idea is refined• From what we want to do to what we can do
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Before We Dig the Hole
• Financials are determined• Blueprints are needed• Then detailed construction
drawings capture every detail of the building
• Permits are acquired• Crews are hired• Etc…
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• Do you build before planning?
• Do you plan before building?
OR
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How This Relates to Marketing
Ideation
Execution
Evaluation Planning
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Marketing Operations
• Limited visibility into marketing efforts
• Siloed systems and spreadsheets for managing processes, assets and data
• Manual reporting
• Central location for tracking and managing marketing efforts
• Reporting strategy and structure
• Processes, assets and data available for reuse
OR
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Centralized Planning and ExecutionDigital
Creative (Agency,
Social, etc.)
CMO
Marketing Analyst/ Data Scientist
Market Planning and
Strategy
Brand Manager
Campaign Execution
Operations
Management
Platform
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Marketing ProcessesResources
Vendors
Analytics
Metrics
Content
Processes
Customers
Plans
Budgets
Operations
Management
Platform
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Business Value
Increased efficiency: Single process from conception through execution
Increased visibility for all groups involved: Leverage Marketing Calendars and Workflows to see all planned and in-market activities; track status of marketing activities
Collaboration: From ideation through attribution all processes are transparent
Elimination of duplicate entry: Less error prone and less effort
Analytics: Inclusion of Operational information provides a rich data set to understand marketing activities and improve ROI
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Industries Leveraging MOMFinancial Services Consumer Goods & Retail
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Telecom, High-Tech Healthcare & Pharma Others
Industries Leveraging MOM
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Deploying a MOM Solution
• Focus on deploying a series of smaller scale initiatives very rapidly• Familiarize users with the benefits of MOM solutions• Focus on a limited set of processes for the first phase Quick-wins• Develop the metrics you will communicate across the organization
as processes are added (ROI, Efficiency, etc.)• Document and deploy best practices • Work with enterprise teams and business users for Change
Management• Gain user adoption
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Deploying a MOM Solution
Progress incrementally from smaller to larger initiatives• Bring all the Marketing Activities into MOM• Implement all marketing processes• Tightly integrate with all the relevant enterprise
solutions • Creating a marketing operations platform and
information repository• Communicate success across the organization
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Failing to Plan is Planning to Fail
You’ve invested millions of dollars for hardware, software, and infrastructure in the most sophisticated solutions; yet you are planning and managing these processes in Excel spreadsheets
spread throughout the organization.
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Questions?
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Sunday Afternoon Preview
Emerging Analytic Approaches For Integrated Marketing 1. High-performance marketing optimization2. Social media analytics and real-time actions3. Social network analytics and community influence