The Fragmented Marketing Ecosystem

Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsBlog: jeremyaroberts.com/blog

Jeremy A RobertsWW Program Lead, Customer Analytics, IBM

TIME

Size of Stack

The Rise of the Marketing Stack

TIME

Size of Stack

Amount of Data

The Rise of the Marketing Stack

TIME

Is the Rise of the Marketing Stack Causing a Surplus of Unused Data?

Size of Stack

Amount of Data

TIME

Is the Rise of the Marketing Stack the Demise of Integrated Data?

Size of Stack

Amount of Data

Breaking Point

TIME

Is the Rise of the Marketing Stack the Demise of Integrated Data?

Size of Stack

Amount of Data

Yes it is

Source: Gartner, Customer Experience Emerges as the Marketers’ Next Battlefield; eConsultancy: The Consumer Conversation

9

Organizations are fragmented → Data is fragmented → Data is not integrated

making it difficult to understand what is happening across channels@ www.

mobile email marketing web content social direct mail

Lack of Marketing Data Integration Bad Customer Experience

My Story

12

1. Did not have the right tools and technology to offer a modern day customer experience.

13

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

14

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.

15

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.

4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.

16

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.

4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.

5. Still looking for that single ”silver bullet” tool that will do everything and solve their problems.

Does your data accurately tell you the performance of your marketing programs on a

daily/weekly basis?

Can you tell me the marketing channels that your customers most frequently interact with and what

their experience was with each?

Do you trust the data you are given? And Why?

I have people skills!

I’m good at dealing with people!

Tom Smykowski

This is the result when nothing changes…

If you change the way you look at

your data, the data you look at

changes

7 Key Lessons Learned

Building success takes patience and effort

from the entire team

Consistently run an audit of the

marketing tools, data & analytics, and marketing agility

Continually track your customer’s journey and shift your marketing mix to focus on the customer

experience

Try to simplify the messaging across your channels and

create a streamlined funnel experience

Be able to use your left brain + your right brain, it’s not just about KPIs but about their customer experience

YOU!(the Marketer)

Marketing Channels

Business Intelligence

ITFinance

Management

Take control of the data, and create a

Center of Excellence around YOU!

Need to identify the metrics that

drive business success… the core metrics and not high level channel

metrics

Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsBlog: jeremyaroberts.com/blog

Learn More about Customer Experience

Analytics from IBM

Visit me at Booth #407

33

Jeremy A RobertsWW Program Lead,Customer Analytics

IBM