how to modernize your marketing organization with analytics
TRANSCRIPT
Yourguidetomodernizingthemarketingorganization
Whoshouldreadthise-book?
• Leaderswhowanttomodernizetheirmarketing.
• Marketinganalystswhoareguidingtheirorganizationstowardanalyticaltransformation.
Whatwillyoufind?
• Practicaladviceoncreatinganewmarketingculturenurturedbydataandanalytics.
• Acollectionofbestpracticestogiveyouinsightsforshapingyourownanalyticaltransformation.
ThevalueofmarketingmetricsatVisaRamkumarRavichandran,DirectorofAnalyticsandA/BTestingatVisa,
saysthatanalyticsandmarketingstrategyarenolongerseparateareasofresponsibilitybutareanintegratedapproachthatenablesyou
tokeeppacewithever-changingrequirements.
CHAPTER1
“It’snolongeracceptabletosayyou’reamarketerbutyou’renotanumbersperson.”Executivesaredemandingmoredataliteracyasaprerequisiteforbeingagoodmarketer.Andit’snotjustinthemarketingspace.Allofourchiefexecutivesarecomfortablewithnumbersanddata-drivenapproaches.”
– RamkumarRavichandran
BrandequityhasabigroleinRCI’sstrategyThecompanythatpioneeredthevacationexchangeconceptinthe’70s
isnowleadingtheindustrybyusingitsmembershipdatatomakefortargetedandrelevantoffersthatenhancebrandloyaltyandbrandvalue.
CHAPTER2
“Wecanpersonalizecommunicationsandsaleschannelslikethewebandmakethemmorerelevantandtimely.We’reseeingmoredirectattributionofrevenuebacktocampaigns,andwe’rebetterabletoseewhat’sworkingandwhat’snot.”
– PhilBrojanSeniorVicePresident,GlobalMarketing
RCI
ScoringleadstodrivemoreeffectivesalesTheglobalmarketingorganizationatSASrealizeditneededtooverhauland
simplifythewayitwaspassingleadstothesalesteam.Marketingdevelopedamodel-basedapproachforidentifyingleadqualityandalsoshifteditsfocusto
nurturingmoresales-readyleadsandweedingoutpoorones.
CHAPTER3
“Salespeopleappreciatedthattheleadstheywereseeingweremorequalifiedandreliable.Ratherthansiftingthroughdozensofcontacts,theyknowthatleadshavedemonstratedaninterestinSASanditssolutions.Thatwasoncealuxuryforasalesperson;nowit’saneverydayreality.”
– AdeleSweetwoodSeniorVicePresidentofGlobalMarketingandSharedServices
SASandauthorofTheAnalyticalMarketer
(HarvardBusinessReviewPress)
Digitaltransformation– movingfromhandshakestohouseholdingatComerica
Asatraditionalbankreadytomoveintothedigitalrealm,themarketingteam’sfirststepwastocreateastrong,collaborativerelationshipwithIT.
CHAPTER4
“Wecouldn’tcontinuetodothingsthetraditionalwayanymore.Weneededtheabilitytogoinandminethedata,takeinsighttoanotherlevel,andfindtheopportunities.Inthebankingindustry,lookingatthingslikehouseholdingandsuperhouseholding– thesethingschangehowthecustomerinteractswiththebank.Itimpactsthecustomerexperience.”
–JimWeber,ChiefMarketingOfficerComerica
MovingfromblaststoconversationsWhenmarketersdon’tknowwhatelsetodo,theysendanemailblasttoalargegroupofcustomers(ormaybetoallofthem).Butwhatif
youusedanalytics,segmentationandautomationtosendemailstotherightcustomersattherightstagesoftheirbuyingjourney?
CHAPTER5
“Eventually,ourentireonlineexperiencewillbepersonalizedasawaytobestengageourcustomersandprospectsandtohelpensurewearecommunicatingwiththeminawaythattheyprefer.Howdowedothis?Byusingcustomerexperienceanalyticstotrack,analyzeandthentakeactionwhenappropriatebasedonbehavior,insteadofsimplywhenwewanttopromotesomething.”
– AdeleSweetwoodSAS
ConsumerinsightsfuelLenovo’sexceptionalcustomerexperience
Usingtextmining,Lenovoisabletostayattunedtocustomersentimenttomakequickadjustmentstoitsdigitalexperienceto
betterconnectwithcustomers.
CHAPTER6
“Sowhenyoulayerthisdataontopofsomeofthetraditionalcampaignmeasures,yougetareallyrichpictureofyourmarket.Thishasfundamentallychangedhowmarketingoperates.Nowthemajorityofourproductmeetingsstartwithcustomerinsightsandthoseinsightsdrivetheactions.”
– MohammedChaaraDirectorofCustomerInsightCenterofExcellence
Lenovo
sas.com
Yourguidetomodernizingthemarketingorganization
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