marketing research agenda for 2020 › hubfs › images... · conversational marketing overview...

Ventana Research Marketing Research in 2020

Setting the annual expertise and topic agenda

@ventanaresearch In/ventanaresearchblog.ventanaresearch.com

© 2020 Ventana Research

Mark SmithCEO & Chief Research Officer

https://twitter.com/VentanaResearch

https://www.linkedin.com/company/38266

http://blog.ventanaresearch.com/

Confidentiality Statement

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Ventana Research. Any use of the materials beyond the

intended purpose of providing information about Ventana

Research is strictly prohibited. This presentation and any part

of its content may not be redistributed to anyone except the

intended audience and organizations use to understand or

evaluate Ventana Research.


The Strategic Value of Ventana Research

Value:

• We help you discover and guide your unique potential in the business you serve to improve your efforts from our experience.

• Working with our firm in business processes you can elevate your performance through our objective and educational approach.

• Embrace our expertise to help you realize your full potential across entire organization.

Markets

Organization Products

ResearchExperienceExpertise

Excellence. Independence. Innovation. Reliability. Research. Teamwork.


Mission: We pride ourselves on delivering uniquely

insightful independent research and services through a

tailored, trusted and empathic client experience.

Our Client Commitment: The Ventana eXperience


Ventana Research Expertise Research Agenda

Our Research Agenda and expertise in critical business and technology topics is driven by our analysts’ experience and expertise of business requirements and our knowledge of technology vendors and products.

Through our primary and secondary market research methods, we are able to provide insights and best practices to line of business and IT, and across vertical industries that will help any organization reach its maximum potential.


Ventana Research Expertise Areas

Our business areas of expertise help organizations examine how to innovate and transform their processes and enable their people to effectively execute.

Analytics

MarketingHuman Capital Management

Digital Technology

Data Customer Experience

SalesOperations and

Supply ChainOffice of Finance

Expertise Areas


Digital Technology Unifies Business Experience


Digital Technology Innovation and Transformation

Digital Technology helps organizations innovate and transform business and IT processes to improve efficiency and effectiveness.

Analytics and Data

Internet of ThingsConversational

ComputingCollaborative Computing

Artificial Intelligence and Machine Learning

Blockchain

eXtended Reality (XR)Robotic Process

AutomationMobile

Computing


Marketing Expertise Overview

Marketing maximizes the value of the brand and demand and reach in its markets through the use of digital technologies.

Conversational Marketing

Voice of the CustomerProduct Information

ManagementIntelligent Marketing

Digital Commerce Digital Marketing


Conversational Marketing

Overview• Conversational Marketing is an approach that intelligently

automates marketing-related processes and customer interactions through voice and chat.

Direction• Digital technologies are advancing marketing potential for improved performance.

• Optimizing engagement of marketing increases potential in achieving outcomes.

• New investments are required to automate and optimize marketing actions.

Market Research• Dynamic Insights: Digital Marketing (Q2 Launch)

• Value Index: Digital Marketing (Q3 Launch)


Digital Commerce

Overview• Digital Commerce enables any organization to engage with

any type of customer across digital channels – the web, mobile apps, text, voice-activated “agents,” video and social channels and deliver an optimal customer and product experience.

Direction• The customer and product experience for digital commerce is and should be top differentiator.

• Conversational computing will transform customer engagement for digital commerce.

• Renovate digital platform that optimizes customer and product experiences.

Market Research• Benchmark: Digital Commerce (Q1 Launch)

• Value Index: Digital Commerce (Q2 Launch)

By 2021, half of today’s digital commerce systems will be obsolete, lacking the technology needed to provide effective customer and product experiences.


Digital Marketing

Overview• The marketing of products and services digitally is

transitioning organizations’ investments as well as their priorities, using emerging tools and technologies to focus more effectively on how to attract and engage customers.

Direction• Marketing has radically changed using to technology to focus on digital effectiveness.

• Use of social media and analytics optimizes the targeting of digital marketing.

• Assess the potential impact of increase the demand generation and inbound marketing.




Intelligent Marketing

Overview• Intelligent Marketing seeks to optimize marketing using

insights gained through the use of analytics and machine learning.

Direction• Shift to predictive and ML techniques to optimize marketing processes and

performance.

• Leverage predictive analytics and big data to guide marketing performance.

• Utilize predictive marketing and AI technologies to optimize actions and results.




Product Information Management

Overview• Product Information Management is technology that

provides the ability to consistently manage product and related information being used by business processes and consumers to improve product experiences.

Direction• Modernizing PIM to support digital experience across supply chain operations.

• Transition of PIM to cloud will accelerate time to advance value in products.

• Adopt ML and robotic automation for improve product information quality.

Market Research• Benchmark Research: Product Experience Management (Q1 Launch)

• Value Index: Product Information Management (Q1 Release)


Voice of the Customer

Overview• Voice of the Customer (VoC) programs are required

set of processes and technology that enable the opportunity to improve the customer experience across the journey from feedback and sentiment using analytics and AI.

Direction• VoC processes and apps provide insight to experience to optimize improvement.

• Unified view of customer applying ML and analytics can optimize operations.

• Prioritize investments to gain continuous insights on customer sentiment.

Market Research• Benchmark: Customer Analytics (Continuous)

• Dynamic Insight: Voice of the Customer (Q1 Launch)


Technology Areas of Focus for Marketing

Digital Marketing• Assets and knowledge management• Demand generation• Market intelligence• Mobile enablement• Product content and engagement • Lead management Salesforce

automation (SFA)

Digital Commerce• Billing and order management• Integration and analytics• Mobile enablement• Product content and engagement • Site development and optimization


Marketing Performance Management• Analytics

• Collaboration

• Planning

Product Information Management• Catalogue Management

• Content Management

• Collaboration

• Data, integration and analytics

• Digital Asset Management

• Master Data Management

• Product experience

Our Strategic Differentiator: Market Research


Market Research for Marketing

Benchmark Research• Customer Analytics (Continuous)

• CX Suites (Q3 Launch)

• Digital Commerce (Q2 Launch)

Dynamic Insights Research• Digital Marketing (Q2 Launch)

• Voice of the Customer (Q3 Launch)

Value Index Research• CX Suites (Q3 Launch)

• Digital Commerce (Q2 Launch)

• Product Info. Management (Q1 Release)


Technology Buyers

• Advisory and Research Services• Benchmark Assessment • Educational Workshops• Market Consultation Service• Research Reports• Technology Assessments• Vendor Selection Guidance

Technology Providers

• Advisory and Research Service• Benchmark Research Services• Digital Content Services• Market Consultation Service• Research Reports• Speaking Services• Strategic Consulting

Our Services for Buyers and Providers Can Help


Mark Smith - Chief Research Officer

@marksmithVR

Passion: A digital technology native and enthusiast who loves the art and science of research for educating technology buyers and suppliers.

Expertise: A founder and head of research, Mark is responsible for the overall business and research direction of the firm and specializes in all aspects of Customer Experience across marketing, sales and service.

Experience: With 30 years of experience and 20 years being a technology analyst, with a decade of work in technology industry as CMO and in product marketing and alliances at companies like Oracle, SAP and IRI Software.

Research: His research covers the full range of enterprise software and business technology innovations including: AI & ML, analytics, big data, cloud computing, collaboration, conversational computing, eXtended Reality, IoT, and mobile technology.

Background: Mark was rated the 2011 software industry analyst of the year by The Institute of Industry Analyst Relations (IIAR). Ranked as one of the top ten technology influencers in 2012 by Human Resources Executive magazine.


https://twitter.com/marksmithvr


Alan Kay – SVP of Research Management

Responsibility: Alan manages the development, publication and syndication of the company’s research projects and other analytic and advisory materials. Alan is a veteran business journalist, newspaper and magazine editor and publication consultant who has written in and directed coverage of many of the areas addressed in Ventana’s research agendas..

Background: He served as executive editor of Corporate Computing and editor of Knowledge Management, and his writing has appeared in BusinessWeek, CIO, Forbes, Fortune, InformationWeek, the Washington Post, Wired, and more. Alan attended Brooklyn College of the City University of New York and Princeton and Yale universities.

@alankayVR

https://twitter.com/alankayvr


Katie Prince – Research Program Manager

Responsibility: Katie is responsible for ensuring the effective operations of research programs and editing written content to ensure its maximum value to the firm.

Background: Katie is an experienced writer and editor who worked as an English professor, a television producer and a newspaper reporter before joining Ventana Research in 2017. She has a BA from St. John’s College and an MFA from NC State University, and has won two Emmys for her investigative reporting and writing.

@KatiePrinceVR

https://twitter.com/KatiePrinceVR


Ryan Swagerty – Director of Content Services

Responsibility: Ryan is the Director of Content Services at Ventana Research. He is responsible for the guidance of production of content deliverables to ensure that they reflect Ventana Research standards while satisfying client needs and ensuring client satisfaction.

Background: Prior to joining Ventana Research, Ryan worked as professional writer and marketing consultant, Director of Operations for the Business Analytics Collaborative, Manager at TM Financial Forensics, and as a Senior Consultant for Navigant Consulting, working with clients on content creation and marketing strategy. Ryan has a B.S. in Business Management from the University of Southern California.

@RyanSwagVR

https://twitter.com/RyanSwagVR

Questions?

Twitter

@ventanaresearch


LinkedIn

http://www.linkedin.com/company/ventana-research

Analyst Perspectives

http://blog.ventanaresearch.com

Electronic Mail

[email protected]

[email protected]

https://www.twitter.com/ventanaresearch

http://www.linkedin.com/company/ventana-research


mailto:[email protected]

mailto:[email protected]

Ventana Research Marketing Research in 2020

Setting the annual expertise and topic agenda

@ventanaresearch In/ventanaresearchblog.ventanaresearch.com


Mark SmithCEO & Chief Research Officer

https://twitter.com/VentanaResearch

https://www.linkedin.com/company/38266


marketing research agenda for 2020 › hubfs › images... · conversational marketing overview...

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