webinar: building a data-driven, customer focused business
TRANSCRIPT
Building a Data-Driven,
Customer-Focused Business
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Russell GlassHead of Marketing Products
@glassruss
Nick PanayiHead of Digital Marketing and
Global Brand
CSC
@NickPanayi
#bigdatabiz
The Age of
DATA
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“The number of transistors
on a computer chip will
double approximately
every two years.”
Gordon Moore, founder of Intel
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“Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another.”
Geoffrey Moore, Crossing the Chasm and Inside the Tornado
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“You can really be David
to the big companies’
Goliath by leveraging
data effectively.”
Brian Kardon, CMO of Lattice Engines
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“Half the money I spend
on advertising is
wasted; the trouble is I
don't know which half.”
John Wanamaker, Pioneering 19th Century Retailer
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Don Draper
IT’S TOASTED
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IBM
360
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How Are Organizations Already
Using Data to Boost Their
Marketing Performance?
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How A/B Testing
Helped Raise
an Extra $60 Million
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The ResultOne combination performed so
well in generating sign-ups, it led
to an extra $60 million in
fundraising for the campaign.
The best part of this story? The
combination favored by the
campaign finished dead last in
the test.
The Obama 2008 team tested
24 iterations of visuals and
call-to-action combination for
fundraising on the organization’s
website.
Using Predictive
Analytics to Target
Prospects Who Are
Ready to Buy
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The ResultProspects most likely to buy
routers from Juniper Networks had
recently signed a lease for new
office space.
The best prospects for Autodesk,
which markets CAD/CAM
software, had posted help wanted
ads for new CAD/CAM engineers.
Lattice Engines—like Mintigo,
Infer, and other companies—
uses big data to analyze the
offline and online characteristics
of a company’s prospects and
customers.
Using Data to Bridge
the Gap Between
Marketing and Sales
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Marketing in the Digital Age
@nickpanayi
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The Result
By passing these insights
and leads qualified with the
data of how particular
prospects had behaved
online, CSC’s marketing
department and sales team
have formed strong ties.
Because of shifts in the buyer’s
journey, CSC found that its
marketing team had the best
insight into how prospects were
behaving online.
It All Starts With “Smart Creatives”
@nickpanayi
Supported by Fluid, Cloud-Enabled Infrastructure
@nickpanayi
Guided by a set of disciplined processes
@nickpanayi
Enabling KPI-driven Investments
@nickpanayi
Leveraging Knowledge to Personalize
@nickpanayi
Arming Sales With Knowledge
@nickpanayi
…And Finally, Feeding the [BigData] Beast..
@nickpanayi
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THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big data principles in my own business?
PRINCIPLE NO. 1
Determine what you know (and want to know) about your customer.
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THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big data principles in my own business?
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PRINCIPLE NO. 2
Start small by thinking, ‘Big data, little triggers.’
THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big data principles in my own business?
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PRINCIPLE NO. 3
Be prudent but not shy about investing in technology: CRM systems are a must, marketing automation is becoming so, and analytics tools are a no-brainer.
THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big data principles in my own business?
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PRINCIPLE NO. 4
Hire the right people. Marketers must hire data-oriented people, math majors, and left-brained thinkers.
THE BIG QUESTION
ABOUT BIG DATA:
How do I implement big data principles in my own business?
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PRINCIPLE NO. 5
Test, test, test, measure, measure, measure. Ideally, measure your contribution to revenue: It is the way to prove marketing’s value.
Q & A
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