insights engine: aca executive forum keynote
TRANSCRIPT
Building an Insights EngineMARIO SIMONOctober 2016
2014 HBR: Marketing2020
Big InsightsPurposeful Positioning
Total Experience
The world is growing more connected
212 Billiondevices
2008 2015 2020
7Billion
25Billion
!Connected Society
Data People
Process Devices
... and competitive advantages are deteriorating
1900 - 1960
1960 - 1990
1990 - 2010
2010 - PRESENT
Age of Manufacturing
Age of Distribution
Age of Information Technology
Age of the Connected Customer
2015: Insights2020 Advisory Board
Keith WeedUnilever
Sir Martin SorrellWPP
Diego ScottiVerizon
Julian PrynnBAT
Jerry WindWharton
Harish BhatTATA
Gayle FuguittARF
Rob NormanGroupM
Tony FaganGoogle
Barbara LamprechtVolkswagen
The Insights2020 Coalition
Founding Partners Publishing Partners
Largest and most global I&A study
60 Markets 337 Vision Interviews10,495 Survey Respondents
• LinkedIn Behaviorial Analysis• Wharton Crowd Sourcing• 8 Global research teams• Cross-industry, Cross-function
Customer Centricity and Revenue Growth go hand in hand
R² = 0.971
0
1
2
3
4
5
6
7
8
20 30 40 50 60 70 80 90 100
Reve
nue
Grow
th
Customer Centricity (%)
Insights2020 Focus
HOW to achieve
Customer Centricity?
WHAT are the drivers of
Customer Centricity?
HOW is customer
centricity linked to business?
Overarching opportunities
Insights into action across all
touchpoints
`
BehavioralData Personalization Purposeful
Marketing
Especially truefor overperformers
Globalization & ability to influece
business
Common challenges
Internal silos & bureaucracy
Legacy of structure & functions
Infobesity & making sense
of data
Recruiting wholebrain
people
Especially true for
underperformers
Especially true for
overperformers
Touchpoint consistency & doing
more with less
Over- vs. Under-performers
Revenue growth over-performers excel in 3 dimensions:
CUSTOMER CENTRIC GROWTH
TOTAL EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
10 Drivers of Customer Centric Growth
8. Leading role of I&A9. Unlocking the power of data10. Critical capabilities
4. Embraced by all5. Leadership priority6. Collaboration7. Experimentation
1. Purpose-led2. Data-driven customization3. Touch point consistency
Key Dimensions of Customer Centric Growth
CUSTOMER CENTRIC
GROWTH
TOTAL EXPERIEN
CE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
Key Dimensions of Customer Centric Growth
1. Purpose-led2. Data-driven customization3. Touch point consistency
TOTAL EXPERIEN
CE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
Driver 1. Purpose-led
Link everything to a clear brand purpose
Driver 1. Purpose-led
4
3
2
1
North Star for all decisions
Integrated in total marketing mix
Brand communications
Societal movement
Uplifting mind and body
Driver 2. Data-driven customization
Creating experiences based on data driven insights
Driver 2. Data-driven customization
4
3
2
1 Broad value proposition
Segmentation
Micro-targeting
Full 1-to-1
Key Dimensions of Customer Centric Growth
4. Embraced by all5. Leadership priority6. Collaboration7. ExperimentationTOTAL
EXPERIENCECUSTOME
R OBSESSI
ON
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
Driver 4. Embraced by All
Customer Centricity is fully embraced by all functions
4Infused in all functions processes and decisions
Seamlessly aligned with external partners
Driver 4. Embraced by All
3
2
1 Owned by I&A function
Infused in customer facing functions
Driver 5. Leadership Priority
Customer Centricity is a top priority for leaders
Incentives are based on customer related KPIs
Driver 5. Leadership Priority
3
2
1 Leadership advocates customer centricity
Translated into personal measures & incentives
CC as key metric / guiding principle
Driver 7. Experimentation
Embracing risk and experimentation
Driver 7. Experimentation
43
2
1 Managing risk
Stimulating experimentation
Allocating budget for experimentation
Full empowerment
Driver 7. Experimentation
43
2
1 Managing risk
Stimulating experimentation
Allocating budget for experimentation
Full empowerment
Driver 7. Experimentation
43
2
1 Managing risk
Stimulating experimentation
Allocating budget for experimentation
Full empowerment
2016 HBR: Building an Insights Engine
CUSTOMER CENTRIC GROWTH
INSIGHTS ENGINE
TOTAL EXPERIENCE
CUSTOMER
OBSESSION
Building an Insights Engine – Driving Customer-Centric Growth
ENGAGE PARTNERSCollaboration
BusinessMarketing/Innovation
Customer
DEVELOP STRATEGIESIntegrate Planning
Go To MarketDigital/Social/Total Experience
In Store
EXECUTE IN REAL-TIMEAffinity for Action
Other FunctionsSuppliersConsumers/Super Users
ACCESS SOURCESForward looking
Internal: Care-Line Traditional: Focus Groups New Data: Wearables ..
INTEGRATE DATAData Synthesis
One version of the truth
DISTILL INSIGHTSWhole-brain thinking
Analytic, Creative & Empathetic
EMBRACE DISRUPTIONExperimentation
Test and scaleIncentives
EQUIP for EXCELLENCEIndependence
Structure, Operating ModelKM InfrastructureTraining, Tools
WHO: Insights Leaders
Business Acumen Storytelling
©2016 Copyright Kantar Vermeer
Building an Insights Engine – Driving Customer-Centric Growth
ENGAGE PARTNERSCollaboration
BusinessMarketing/Innovation
Customer
DEVELOP STRATEGIESIntegrate Planning
Go To MarketDigital/Social/Total Experience
In Store
EXECUTE IN REAL-TIMEAffinity for Action
Other FunctionsSuppliersConsumers/Super Users
ACCESS SOURCESForward looking
Internal: Care-Line Traditional: Focus Groups New Data: Wearables ..
INTEGRATE DATAData Synthesis
One version of the truth
DISTILL INSIGHTSWhole-brain thinking
Analytic, Creative & Empathetic
EMBRACE DISRUPTIONExperimentation
Test and scaleIncentives
EQUIP for EXCELLENCEIndependence
Structure, Operating ModelKM InfrastructureTraining, Tools
WHO: Insights Leaders
Business Acumen Storytelling
©2016 Copyright Kantar Vermeer
1. Forward looking orientation2. Data synthesis3. Whole brain thinking4. Integrated planning5. Collaboration6. Experimentation7. Independence8. Affinity for action9. Business acumen10.Storytelling
1. Forward Looking Orientation
1. Forward Looking Orientation
UAE
2. Data Synthesis
3. Whole-brain thinking
71%42%
Skilled at whole-brain thinking
3. Whole-brain thinking
Where the “Magic” Happens
6. Experimentation
40%13%
Embrace risk & experimentation
6. Experimentation
7. Independence
29%12%
Leaders report directly to C-suite
10. Storytelling
61%37%
Convey messages through engaging narratives
Focus on products and services Focus on Total Experience
Focus on detail of data Focus on actionability of data
Managing risk Experimenting!
Deliver to customersCo-create and innovate
with customers
Next Steps
5
4
3
2 Step 2
Step 4
Step 3
1 Step 1
Step 5
Data collecting
Join The Conversation
Collaborating
Experimenting movemen
t
Sharing
PublishingCrowd Sourcing
Networking
