how to use technology to be a forward-looking agile marketer

© ThinkVine. All Rights Reserved.

How to Use Technology to Be a Forward-‐looking, Agile Marketer

Mark Ba7aglia, CEO


CMO


Chief

MARKETING Officer


Chief

COMMUNICATIONS Officer


Chief

CUSTOMER Officer


Chief

ANALYTICS Officer


Chief

GROWTH Officer


CGO


Consumers are more diverse.


People consume media and purchase

products in many different ways.


There is no one, simple “path-to-purchase.”


Consumers are bombarded with

marketing messages.


Marketers have many options of where, when and how much to spend.


Marketers are being held

accountable based on sales and ROI.


The pace of change is accelerating.


What’s a

CGO to do?


It all starts with your customer.


The cadence of marketing must match

the just-in-time cadence of consumers.

- Joel Rubinson


To win, you must use data, analytics and technology in new ways.


•  Chief Martec Technology Landscape here


What about planning?


Marketing Planning “Cycles”

•  Strategic

•  Annual/Budgeting

•  Mid-course corrections

•  Ad Hoc


Strategy must be prediction-led and optimization must move at

near real-time speed.

- Joel Rubinson


Today’s planning is designed for comfort, not speed.

In mid-2013, 69% of marketers told

Forrester Research that even annual planning is challenging due to the pace of change.


Using data and analytics for execution has become “table stakes.”

The next generation of competitive

advantage is using them for planning.


It’s time for

Agile Marketing Planning


• A systematic, holistic approach to improve results

• Aligns with business objectives

• Optimizes all marketing (eliminates silos)

•  Is consumer-focused, objective and predictive

• Supports all four planning “cycles”

• Everyone (staff & agencies) can use the software

• Everyone works with the same assumptions

• Everyone gets relevant, timely, actionable info

Agile Marketing Planning

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How Agile Planning Can Help With Strategy

•  Understand what drives your business.

•  Decide which consumer groups to target with your markeJng and what organizaJon/ecosystem capabiliJes you need to execute the types of markeJng you need to do to drive sales.

•  Develop mulJ-‐year sales forecasts that incorporate markeJng strategy and quanJfy the effects of markeJng plan opJons.


How Agile Planning Can Help With Annual Planning/BudgeBng

•  Develop accurate one-‐year forecasts and change the dialogue about the “right” level of investment markeJng. •  Begin the conversaJon with objecJve, reliable forecasts. •  If the number gets “handed down” from Finance, determine if you have the markeJng budget needed to meet the sales target.

•  Once you have the final budget, find the mix that best meets short-‐ and long-‐term goals.

•  Share forecasts with other departments to improve alignment.


How Agile Planning Can Help With Mid-‐course CorrecBons

•  Quickly analyze results versus plans and forecasts (variance analysis) so you can confidently make changes.

•  Discover emerging opportuniJes for addiJonal growth.

•  Forecast the effects of changes to the plan using updated info.


How Agile Planning Can Help With Ad Hoc Planning

•  Quickly respond to changes in external factors, compeJJve markeJng and budget changes. •  Be responsive to C-‐Suite decision cycles.

•  Easily and objecJvely quanJfy the likely effect of each idea on this year and next.

•  Respond to organizaJonal changes, new research, etc., while maintaining historical perspecJve.


ThinkVine’s SoluBon is “Sim City for CMOs”

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•  So\ware-‐based marketplace where simulated people consume media and purchase products the way real people do, plus expert Advisory Services. •  Includes all on and offline markeJng across all consumer groups.

•  Anyone can quickly run opJmizaJons or What Ifs that produce accurate forecasts with the acJonable informaJon needed to improve business results.

Sales Forecasts “What If?” Plans Simulated Marketplace


External Factors Copy Quality Geographies

Marketers Can Pull Many Levers and Get MulB-‐Dimensional Info

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TacBcs Timing Targets

Spend DistribuBon Price

© ThinkVine. All Rights Reserved. 34

MORE ACTIONABLE Consumer-‐focused

More granular informaBon

MORE ACCURATE Includes all markeBng Forecasts within 1-‐2%

MORE AGILE Any marketer anyBme CollaboraBve workflow

ThinkVine is Transforming MarkeBng Mix to Improve Results


Understand ROI of All MarkeBng

IdenBfy Key

ObjecBves

Discover OpBmal Budget Level

Create Plans

Simulate & Forecast

Execute & Evaluate Results

You Get Agile, ObjecBve Analysis, Planning, TargeBng & ForecasBng

MarkeBng OpBmizaBon via So_ware-‐as-‐a-‐Service •  Data collecJon, validaJon and processing

•  Custom marketplace •  Historical insights and forward-‐looking guidance

•  So\ware training •  Unlimited so\ware use •  So\ware support •  Ongoing data updates •  Forecast accuracy reviews, updates if needed

•  Ongoing Advisory Services

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See a 2 minute video overview at www.thinkvine.com

or call +1 (513) 842-‐5900

Get better results from your marketing mix.