putting digital technology and data to work for tech cmo's
TRANSCRIPT
Putting digital technology and data to work for Tech CMOs
Today’s Tech CMOs are experiencing new challenges from an ever-evolving digital landscape…
PwC 2
Conditions inside the company are changing… Starting at the top
3PwC
4
68%of CEOs see data and analytics technologies as generating the greatest return for stakeholder engagement
PwC, 19th Annual Global CEO Survey, January 20164PwC
5
77%of CEOs are convinced technology will transform stakeholder expectations of business in the next five years
5
PwC, 19th Annual Global CEO Survey, January 2016
PwC
6
90%of CEOs see technology as the best wayto assess and deliver on changing customer expectations
6
PwC, 19th Annual Global CEO Survey, January 2016
PwC
2015 saw marketing budgets increase by 10% to 11% of revenue. And, 2/3 of marketers expect their budgets will grow in 2016
Gartner, Smarter with Gartner, Digital Marketing Comes of Age in Gartner’s CMO Spend Survey 2015-2016, November 2015
2016
7PwC
Conditions outside the company are also changing. And customers are leading the way…
8PwC
55%of US online adults agree or strongly agree that they tend to shop more with retailers that offer consistent customer service both online and offline
One Customer, One Organization, One P&L, November 2015, Forrester Research9PwC
62%of US online adults have chosen, recommended, or paid more for a brand that provides a personalized service or experienceJust For You: Use Personalization Technology To Help Associates In The Retail Store, July 2015, Forrester Research
10PwC
88% of shoppers conduct online research before they make a purchase
PwC, Understanding how US online shoppers are reshaping the retail experience, March 201211PwC
Faced with these challenges, savvy Tech CMOs are keeping their eye on the prize…
12PwC
Revenue-generating customers!
13PwC
How? By adopting a business strategy enabled via digital technology and data, that includes…
14PwC
1step
15
MAKING CUSTOMER EXPERIENCE THE FOCAL POINT
PwC
Creating tailored digital experiences to customer needs
16
2step
CREATING DIGITAL EXPERIENCES TAILORED TO CUSTOMER NEEDS
PwC
Creating tailored digital experiences to customer needs
17
3step
CONSISTENTLY TRACKING CUSTOMER EXPERIENCE ACROSS ALL DIGITAL CHANNELS
PwC
COLLECTING AND ANALYZING DATA TO PERSONALIZE AND OPTIMIZE CUSTOMER EXPERIENCE
18
4step
PwC
Here’s an example of putting digital technology and data to work
IOOOIIOIIOIIOOIIOOIOIIOIOIOIIOIOI
19PwC
Challenge
Limited customer targeting and personalizationcapabilities
Disparate data sources hindering capabilities to draw insights and identify patterns
New SaaS-basedsubscription modelrequiring a shift inmarketing operations
20PwC
Solution Created a “Single Source, 360º View of the Customer”
Defined the structure, rules and business logic for a robust data-driven Marketing platform
Tracked customer involvement from capture to purchase, providing rich data for analytics
Established organizational alignment and readiness across Business Units, Marketing, IT and Operations
Prepared the organization for changethrough employee and partner communications
21PwC
Performance outcomes
Consolidation of data sources from 20 to 1,with fully linked and easily accessedoffline/online aggregated customer profiles
200% increase in lift from display retargeting
1 common messagedeployed across 3marketing channels
20 to 1
22PwC
And, of courseone happy Tech CMO!
23PwC
Let us help you build a business strategy enabled via digital technology and data, designed to delight customers and drive measurable results
We are PwC Taking B2B (Business-to-Business) and transforming it into B2P (Business-to-People)© 2016 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network.Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. 24