wh t i th ld f what we see in the world of enterprise …...management marketing operations...

Wh t i th ld f What we see in the world of Enterprise Marketing

Copyright © 2009, SAS Institute Inc. All rights reserved.

Norman WebbPractice Manager, EMEA Customer Intelligence Practice

Global Stock Market IndicesGlobal Stock Market Indices


Consumer Confidence (EU ESI)Consumer Confidence (EU ESI)


At the same time other changes to deal withAt the same time, other changes to deal with .....


Which brings with it the need to considerWhich brings with it the need to consider .....

• Ever increasing volumes and types of data

• Options for exploiting new channels

• The correctness and consistency of offer

• Timing the offer to meet business and customer requirements

PLUS :

• The opportunity to get things badly wrong!


Most important of all – The ConsumerMost important of all The Consumer.• Control

• Confidence

• Attitudes

• Choices

Expectations• Expectations

• ToleranceTolerance

• TRUST !


Challenges for MarketingChallenges for Marketing• Do better with less (budget / resources)

• Build more accurate view of customer behaviours / needs

• Be where the customers are or expect you to be

• Reduce the “noise” / clutter that is increasingly being resisted

• Increase expertise in “Message” accuracy / timingIncrease expertise in Message accuracy / timing

• Manage blurring of ATL / BTL capabilities

• Select channels based on customer acceptance as well as cost effectiveness

Shift f t ti l t t t i• Shift from tactical to strategic

• Continue trend to reduce inappropriate marketing actions


How is SAS responding to these challenges ?How is SAS responding to these challenges ?

• It’s not just about more technology

• Different Organisations have different needs:

• Market maturity• Market maturity

• Business opportunity

• “Competence and Capability”

• Competitive landscape

• Practical exploitation of analytics to improve business performance

• “Actionable Intelligence”• Actionable Intelligence


SAS Vision:S S s oStrategic MarketingManagement What is the optimal and most flexible customer Multi-Channel

What’s the best deployment of marketing budgets across both ATL and BTL programs and how do we manage it?

Operational Marketing

AccountabilityManagementHow do we understand how customers are behaving

online and apply that to our marketing programs?

communication strategy across all our segments?Multi Channel

Customer Lifecycle

Management

How do we optimise marketing processes, resources and assets in a rapidly changing consumer market? Marketing

Operations

online and apply that to our marketing programs? On-LineIntelligence

adva

ntag

e

H h ld t

Customer Value

M t

y g g Operations Management

Comp

etitiv

e

Marketing How are we doing?

Customer and

Campaign Reporting

How should we manage customer relationships for maximum value?

Management

Customer Data

How can I structure customer communications to meet business objectives?

MarketingProgramme Management

Copyright © 2009, SAS Institute Inc. All rights reserved.Degree of intelligence

Who are my customers and how can I target them?

Data Management

Marketing Operations

ManagementMarketing Operations Management

g

• Marketing Strategy, Planning & Financial Management

• Marketing Process Managementg g

• Marketing and Digital Asset Management & Fulfillment

• Marketing Effectiveness Tracking• Marketing Effectiveness Tracking

• Integration with Enterprise Business and Marketing Analytics & Execution Systemsy


On-LineIntelligence On-Line Intelligence

• On-line data capture – at the individual customer level

• Validate effectiveness of promotional activities

• Improve effectiveness of online processes

• Summarisation into meaningful behavioural eventsSu a sa o o ea g u be a ou a e e s

• Provide new leads into customer management programs

• Analysis and reporting for focused online intelligence• Analysis and reporting for focused online intelligence


Multi-Channel Customer Lifecycle

M tMulti-Channel Lifecycle Management

Management

• Industry-vertical customer retention program development

• Next best offer and/or cross-up sell p

• Event based marketing programs

• Real-time event evaluation and recommendations• Real-time event evaluation and recommendations

• Multi-Channel execution capabilities

A t t d ti• Automated reporting processes


Operational Marketing

AccountabilityOperational Marketing Accountability

• Manage overall marketing performance to support marketing

y

Manage overall marketing performance to support marketing planning and resource allocation (including KPI monitoring)

• Understand linkages between Promotional Activities (ATL/BTL)g ( )

• Track digital channel effects and activities through Social Media Analysis

• Determine optimal marketing investment strategy and media mix

• Detailed optimization of direct marketing contact opportunitiesp g pp

• Monitor effectiveness of Search Engine Marketing


Interactive Marketing

Direct 1:1 Marketing

Email & Mobile

M k ti

Advertising &

P tiSocial

MarketingMarketing Marketing Marketing Promotions MarketingMarketing Operations and Strategy Management

Real-Time Decision Engine

Event Engine Scoring EngineForecasting Engine

Optimization EngineText Mining Engine

• Marketing Models and Advanced Analytics• Common Business Tier / Data Model / Application Platform• Marketing Models and Advanced Analytics• Common Business Tier / Data Model / Application Platform

Business Analytics Framework

• Enterprise Data Integration (Data Quality, etc.)• Data Storage• Enterprise Data Integration (Data Quality, etc.)• Data Storage

Proven and Scalable Infrastructure


Key Customer Intelligence Themes

• The consumer in control• Innovating the customer experience

I t ti t d t• Integrating customer data• Across channels

Transactional behavioural unstructured• Transactional, behavioural, unstructured• Integrating business functions

• Aligning to the customer• Aligning to the customer• Smarter customer decisions

• Analytics within interactionsAnalytics within interactions


How does SAS help Organisations even further ?

• Marketing Evolution Assessment (MEA)• Provides a maturity “checkpoint” and a development

“R d ”“Roadmap”• Best Practices “sharing opportunities”

• Industry vertical• Industry vertical• Function specific

• Executive and Operational management eventsExecutive and Operational management events• SAS Forum• Premier Business Leadership Series (PLBS)Premier Business Leadership Series (PLBS)• Customer Intelligence “User Connect” workshop


wh t i th ld f what we see in the world of enterprise …...management marketing operations...

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