2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
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Digitally Advancing the Customer Journey: The CSC Approach Presented by Nick Panayi (CSC) and Jason Siegel (Bluetext) BLUETEXT AND CSC MAY 8, 2015
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Transcript of 2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
Digitally Advancing the Customer Journey: The CSC ApproachPresented by Nick Panayi (CSC) and Jason Siegel (Bluetext)
BLUETEXT AND CSC
MAY 8, 2015
Welcome.
Nick PanayiDirector of Global Brand and Digital Marketing at CSC
72,000
WHO WE ARE
4
EMPLOYEES WORLDWIDE
$12.6B GLOBAL IT SERVICES POWERHOUSE
50+ YEARS OF INNOVATION
100+ GLOBAL ALLIANCES WITH BEST-IN-BREED PARTNERS
A GLOBAL POWERHOUSEIN BUSINESS AND IT
TRANSFORMATION
70 COUNTRIES
Digital Marketing @CSC
Analyt ics
Web
Social
Advert ising
Mobile
Market ing Automat ion
Sales
Integrat ion w ith CSC.com CMS
Integrat ion between other systems
ANALYTICS
SOCIALW EB
ADVERTISING
MOBILE
MARKETING
AUTOMATION
SALES
CSC Digital Marketing Platform
.com CMS
Market ing aut omat ion system
Eloqua
Salesforce
Informat ica
GoodDataDigital Mark et ing dashboar ds
Percept ive Media
Adobe Search & PromoteInternal search engine
Conduct or SearchlightSEO opt imiza t ion & monit oring
6 SenseDeal Pred ict or
InfoChimpsEnterprise Data Hub & Pr edict ive Modeling
ReachForceData Cleansing
IsanaAccount based personaliza t ion system
Mobile Apps
KapostContent project management and in ventory
BizoData enrichment f or analyt ics,
personalizat ion & ads
Firmographic data for analyt ics,
personalizat ion & ads
Adobe Media Optimiz erSearch engine mark et ing system
Adobe Ad Hoc AnalysisAdvanced analyt ics f or csc.com
Adobe Data WorkbenchDeep mult i channel analyt ics & Busines s Int elligence
Adobe Dynamic Tag ManagementJavaScript tag management
BeyondCoreFeature select ion and analy sis for predict ive
& prescrip t ive analyt ics
Adobe Reports & AnalyticsAnalyt ics f or csc.com
Adobe Data ConnectorData int egrat ion hub betw een Adobe and external systems
TrackMavenTrack d ig ital act ivit ies of select c ompanies
LeadspacePredict ive lead target ing
Insight CuratorABM Concierge service
WE
B
SO
CI
AL
ECOSYSTEM
D E M A N D G E N
AB
M
Jason SiegelCreative Director at Bluetext
We are a full service provider of
branding, digital marketing and
communications
Bluetext Clients
We love challenges
The technology markets
evolved so CSC evolved.
Collaborating we defined an approach to react to the changing market.
TwoKEY ingredients
BRAND.
AND.
CUSTOMERJOURNEYS.
BRAND.
Lets start by debunking some
myths
FirstA brand is not a logo.
SecondA brand is not an identity.
FinallyA brand is not a product or a service.
So what exactlyis a [ brand ]
It’s a persons gut feeling because brands
are defined by individuals, not companies
or markets.
It’s a Gut feeling because
people are emotional, intuitive beings.
In other words….
It’s not what yousay it is
It’s what THEYsay it is
We asked CSC what do you
want your customers to say
And how can we visualize this on their
customer journey.
It started with discovery
What does
look like?
THE CURRENTJOURNEY
“A journey is like a marriage.
The certain way to be wrong is
to think you control it.”
- John Steinbeck
It needs ENERGY
It needs to be DIFFERENTIATED
It needs to be applicableto all of your personas & targets
A Fresh Approach
Uniq Eto the persona
Global Extensibility
Personalized Thought Leadership
By Solution
By Industry By Alliance Partner
So what does the
touchdown look like?
Memorable Creative
Demo the experience
Wired Creative
Key Platforms
Great Results
DBC Results
>1/3Of our top 130 accounts (representing >50% of revenue) have visited the DBC
DBC rank (by page views) vs other industry content on CSC.com
3XAverage time spent vs other CSC.com zones
CSC.COM
• SHOW THE BEFORE AND AFTER OF THE NEW SITE AND WHY. NICK AND JASON PRESENT TOGETHER TBD
