successful marketing requires even better measurement and analytics

Making Leaders Successful Every Day

Successful Marketing Requires Even Better Measurement and AnalyticsTina Moffett, AnalystMay 2, 2014


1. I’m not a “player”FA

IL2. I’m not 39

Data = Intelligence/


Agenda

›Consumer trends

›Measurement and analytics adoption and trends

›Empowering analytics


Consumer Trends


We are in the age of the customer…

Transform the customer

experience

Embrace the mobile mind shift

Become a digital disruptor

Age of the Customer

Turn big data into business

insights

...and as result brands have massive footprints of customer data

March 2013 “The Future Of Customer Data Management”


9

Color story TK

Too many questions, but the wrong data

to answer them

Too much data, but unable to answer the

right questions

The spotlight is on measurement and analytics


Adoption and Trends in Analytics and Measurement


Big Data still presents a tremendous opportunity for marketers to leverage

Marketing’s Big Data applications are known by other names› Customer facing

• Dialogue-based campaigns/real-time presentation

• Interaction/offer management

• Online testing and targeting

• Predictive call routing

• Retargeting

› Data and Analysis

• Data capture and analysis

• BI/Reporting

• Web Analytics

• Attribution/Marketing Mix

• Real-time Scoring

• Social CRM

• Market Insights

• Competitive Intelligence

Please rank your top three drivers that encourage your organization to make use of measurement and

analytics

44% use analytics to improve customer acquisition and

targeting

22% use analytics to improve customer retention

7% use analytics to improve marketing accountability

© 2012 Forrester Research, Inc. Reproduction Prohibited

Predictive analytics is not new, but it has recently peaked the interest of marketers

Expectations from analytics technology are high

“Please select the answer that best describes the impact you expect the technologies in the categories below to have on your firm”

Source: November 2013 “Top Technology Trends To Watch: 2014 To 2016”

Rank 2012 (N=216) 2013 (N=118)

1 Mobile applications Mobile applications

2 Mobile platforms (Android, iOs, Blackberry) Big data platforms for real-time analytics

3 Big data platforms for real-time analytics Cloud-based or as-a-service applications

4 Cloud-based or as-a-service applications Customer intelligence and analytics platforms

5 Infrastructure-as-a-service Mobile platforms (Android, iOs, Blackberry)

6 Business event processing and rules Infrastructure-as-a-service

7 Big data platforms for batch analytics Big data platforms for batch analytics

8 Customer intelligence and analytics platforms Sensor systems and smart computing

9 Collaboration and social platforms Business intelligence (reporting, visualization and analytics

10 Sensor systems and smart computing Collaboration and social platforms

11 Business intelligence (reporting, visualization and analytics Business event processing and rules

Base: enterprise architect professionals, Global State Of Enterprise Architecture Online Survey, 2011 through 2013

Expectations from analytics technology are high

“Please select the answer that best describes the impact you expect the technologies in the categories below to have on your firm - revolutionary”

Source: November 2013 “Top Technology Trends To Watch: 2014 To 2016”

Rank 2012 (N=216) 2013 (N=118)

1 Mobile applications Mobile applications

2 Mobile platforms (Android, iOs, Blackberry) Big data platforms for real-time analytics

3 Big data platforms for real-time analytics Cloud-based or as-a-service applications

4 Cloud-based or as-a-service applications Customer intelligence and analytics platforms

5 Infrastructure-as-a-service Mobile platforms (Android, iOs, Blackberry)

6 Business event processing and rules Infrastructure-as-a-service

7 Big data platforms for batch analytics Big data platforms for batch analytics

8 Customer intelligence and analytics platforms Sensor systems and smart computing

9 Collaboration and social platforms Business intelligence (reporting, visualization and analytics

10 Sensor systems and smart computing Collaboration and social platforms

11 Business intelligence (reporting, visualization and analytics Business event processing and rules

Base: enterprise architect professionals, Global State Of Enterprise Architecture Online Survey, 2011 through 2013

Cross-channel attribution helps marketers understand the true impact of their marketing strategy


What do we mean by cross-channel attribution?

Source: “Cross-Channel Attribution Presents a Clear Path to Marketing ROI” September 20, 2012

The practice of allocating proportional credit to all marketing communications, across all channels, that ultimately lead to the desired customer action.

16% of brands leverage advanced analytics techniques to inform a more accurate evaluation of their channels

Source: In market survey on 2013/2014 Measurement and Analytics Trends

53% of brands use last touch measurement to allocate conversion credit

Source: In market survey on 2013/2014 Measurement and Analytics Trends


Cross-Channel Attribution

Marketing Mix Optimization

Now, integrated approaches measures and optimizes marketing and media

TV

EmailDirect Mail

Print Out Of Home Branch / StoreCall Centers

WebSocial Mobile

Integrated Measurement and Optimization

In what areas of business do you apply insights from marketing measurement and customer analytics?

69% use insights for customer relationship

management

67% use insights for channel and campaign planning

62% use insights for customer experience

management


Empowering analytics

1. Manage and connect all your data--across devices and channels.

2. Choose a mix of analytical techniques that drive balanced customer growth.

3. Deploy analytical models not as “projects” but as interconnected ways to drive customer value.

Thank youTina Moffett

Analyst, Customer Insights

[email protected]

@vmoffett