lori c. bieda: the marketing analytics team of the future | think inside the box 2014
DESCRIPTION
Keynote Lori C. Bieda, Vice President, Client Insights, Analytics & Decision Intelligence at TD Bank Group speaks on "The Marketing Analytics Team of the Future" at Canada Post's 2014 Think Inside the Box event. Lori Bieda is a marketing and analytics executive with 20+ years experience devoted to driving profitable business growth through the strategic use of customer insights and analytics . In a rapidly changing market with rising customer demands, what role does the marketing analytics team need to play to drive the business forward and transform direct marketing? How do we need to look at insights functions differently, and how must they work with business counterparts to deliver legendary customer experiences? Without insights there is no direct marketing. From this presentation you'll learn how the future of direct marketing is enriched by investment in this fundamental strategic enabler. To learn more key insights on direct marketing and best practices, visit our blog: http://www.canadapost.ca/directmailworks For updates on future Canada Post events, follow us on Twitter: https://twitter.com/direct_cpcTRANSCRIPT
The Analytics Team of the Future Enabling legendary customer experiences through the power of customer information and insight
Lori C. Bieda Vice President, Customer Insights, Analytics & Decision IntelligenceTD
Against the backdrop of…
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The consumer's quest for human connection
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The perpetual consumer journey
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Their need for advice & simplification in a sea of choice…
And a legitimate desire to be acknowledged for their loyalty
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BRANDS HAVE RESPONDED…
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making the
strategic shift
from product, to
customerworldwide
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Multi-channel has given rise to OMNI
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The focus on building great customer experiences has become the rally cry for companies as the means for
sustainable competitive differentiation.
And customer insight is at the root of delivering legendary all customer experiences
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Three Fundamental Components
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Robust Customer Information
Customer Analytics
Customer-Centered Actions & Decision-making
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Opinion of Organization’s Marketing CapabilitiesTop 2 Box (Very Good/Excellent)
Canadian companies have differing levels of marketing capability
Marketing Data
Source: SAS, 2014
Q: Please divide 100 points among the following list of campaign-related initiatives to indicate which ones you believe would be the most impactful to your organization right now.
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And despite already large marketing campaign volumes, increasing number of campaigns ranks top of list
Most Impactful Marketing Campaign Initiatives
Impactful Marketing Analytics Initiatives
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We think analytics teams are busy now…
Source: SAS, 2014
The Fundamental Enabler: The Translation Layer
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Analytics Teams & Analytics Talent
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No Yes
No Yes
Have Marketing Analytics Team Years in Place
B
Source: SAS, 2014
We're no Strangers to Analytics
Size of Marketing Analytics Teams
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5 to 9 Employees
10 to 49 Employees
50 or more Employees
Less than 5 Employees
5 to 9 Employees
10 to 49 Employees
50 or more Employees
Less than 5 Employees
Mean # of Employees
35.2 27.4
Source: SAS, 2014
Analytics Teams Today
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CENTRALIZEDAnalytics Team
DECENTRALIZEDAnalytics Team
HYBRIDAnalytics Team
43% 30% 22%
*The vast majority reporting into marketing
Source: SAS, 2014
51% 26% 19%
Role of Analytics Teams Today
Service Provider Consultant Business DriverExecutes analysis as a service in
response to a request
Provides analysis, opinions & insights as SME
Drives analytical priorities for overall business & plays strong
role in strategic planning
31%
35%
36%
39%
25%
21%
*5% (US), 7% (Can) (unsure)
Source: SAS, 2014
Reframing How we see Analytics Teams
� Analytical Talent as a strategic enabler
� Conduit to customer information, insight & action
� Key to monetizing information as a strategic organizational asset
� Source of sustainable competitive differentiation
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Greatest Challenges with Analytical Teams
20Source: SAS, 2014
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The talent crunchis real - Deloitte
Where will you find
your analytics talent? -
Accenture
McKinsey: IT Talent
Shortage in Analytics,
Mobile SkillsBig Data's Big
Problem: Little Talent
– Wall Street Journal
“By 2018, the United States alone could face a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts with the know-how to use the analysis of Big Data to make effective decisions,” predicts the McKinsey Global Institute. The hunt for
analytics talent hots up – ft.com
Critical Shortage Of “Data Geek” Talent Predicted By 2018 -
Tibco
The Talent War & Drought is Real
Offer Delivery
Campaign Analytics
Campaign Reporting (standard campaign results)
Developing/Managing Creative/Script
Developing the campaign strategy
Managing Campaign Logistics/Project
Maintaining the marketing database
Pulling/Segmenting Leads
Where Marketing Campaign Processes are Managed
The Issue Can't be OutsourcedWith exception of offer delivery, about half or more companies manage marketing campaign processes in-house
Source: SAS, 2014
Opportunities that yield results
� Central analytics teams with direct, ongoing business collaboration
� Leadership profile – hybrid (business/technical) with strong communication
� Reposition of purpose – to business driver
� Insights integration – beyond marketing, beyond behavioural data, on & offline
� Overinvestment in targeted skill build – beyond the technical (business acumen, influence, communication, digital fluency etc.)
� Relevant reward and recognition
� Become an analytics employer of envy to the analytics community
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