Digital Marketing Opportunities & (Big Data Challenges for Business Growth)

March 2015

Fuji Xerox Co., Ltd.

Digital Marketing Opportunities & Challenges for Business Growth

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All-FX January 10, 20XX Dept. & Name January 10, 20XX

The Age of the Customer

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All-FX January 10, 20XX Dept. & Name January 10, 20XX Growth of Online Business is Rapid


Emerging markets, like many in SE Asia, will follow this trend at an accelerated pace as

Internet access becomes more widely available

Mobile Influenced Sales



All-FX January 10, 20XX Dept. & Name January 10, 20XX Digital in Emerging Markets


•Only one in five CMOs Internationally, believe their company will be known as a digital

business in five years

•While in emerging markets, CMOs have jumped ahead recognizing the importance of

transforming the business to operate in a digital ecosystem

Accenture, CMO Insights 2014

Source: Accenture CMO Insights




Multiple Touchpoints

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A typical digital consumer behaviour involves the use of multiple devices, often used

simultaneously

A Multi-Screen World





•Digital Strategy should originate from a central point that provides content and

experiences across channels but in context of the user intent

•A poor user experience in any given touch point can have a ripple effect throughout the

user’s brand perception and purchasing intent

Mobile Is Not A Separate Strategy





Customer Expectations Are Growing


In Asia, three quarters of consumers expect leading brands to be on top of search results




•Digital allows to us track and measure every touch-point with our (potential) customers

•This data provides a brand with a wealth of information to segment their content and

target their market potential more effectively

For instance, by looking the top visited pages for a website, it is clear that there are two main use

cases:

Finding product information

Finding contact details

Using Data to Make Business Decisions





Key Success Factors to Multichannel Presence


Source:* PWC 2014

Separate Views of the product

Separate view of Customer

Inconsistent delivery of

product information

Inconsistent service delivery

across channels

Website

Telesales

eCommerce

Customer

Service

Single View of the Products

and customer

Single view of the Customer

Consistent delivery of

product information

Consistent execution of

service In

teg

rate

d D

ata

Ma

na

ge

me

nt a

nd

An

aly

sis

•Consistency of customer experience is critical

•Aligning internal processes to multichannel solutions is required




Customer Interactions





Depending on the customer profile, various touch-points are used to engage with a

brand

Customer Interactions: Online and Offline






•Consumers see the brand as a single entity, and expect a personalized engagement

across channels

•It has become very easy for the customers to switch back-and-forth between the

various channels

How Customers See A Brand





All-FX January 10, 20XX Dept. & Name January 10, 20XX In Reality


•Companies, however, have grown in silos and struggle with sharing data to provide the

customer with a seamless interaction

•These silos create much duplication and overhead

•They need to be removed to remain competitive





Data Integration





The challenge facing the marketing industry today is progressing beyond the multi-

channel analytic limitations of aggregated data collection methods used by

traditional web analytics.

The opportunity is to have a digital data collection framework that enables both

business intelligence and predictive analytics. This methodology requires

organizations to collect data about:

•Web, social, and mobile app sessions (multi-domain visits)

•Accurately stitch together digital visits to one anonymous visitor profile

•After authentication, accurately stitch together digital visits across devices, browsers,

and multiple domains to one customer profile

Individual Customer-Level Digital Data





To deliver comprehensive customer insights, firms seek to merge digital data with

offline channels.

Web and customer analytics teams are attempting to work together, but their projects

struggle to get off the ground due to a clash in

1. Data types — Structured vs. Unstructured, Known Data vs. Anonymous

2. Skills — Data Scientist vs. Web Geek

3. Analysis — Advanced Analytics versus “Good Enough” Analytics

4. Time-to-delivery — Best Possible Reporting vs. Satisfactory Instantaneous

Reporting

Customer Insights and Digital Data


Source: SAS Institute INC.



All-FX January 10, 20XX Dept. & Name January 10, 20XX Big Data Opportunities


Source: SAS Institute INC.

In the past few years, there has been a notable upswing in new and incremental

abilities to process very large amounts of information.

Data repositories – from Hadoop environments to traditional relational databases like

SAP, Teradata, and Oracle – are getting bigger, stronger, and faster.

Now that it’s possible to handle very large amounts of information, we can approach

digital data differently.

Collecting web analytic data streams and preparing it for multi-channel integration is

the biggest opportunity to focus on.

But…

All of the

Information Available Information you need





Source: January 2014 Celebrus and Teradata

Multiple Data Sources

Quality and Other Challenges

Big Data Challenges




Strategy, Organization, and System Architecture

Three Areas for Successful Transformation




All-FX January 10, 20XX Dept. & Name January 10, 20XX Are Organizations Ready for Change?


Cautious Adopters

• Can we quantify the market demand?

• Can we wait for this to commoditize?

• Is this more than a trend?

• What type of integration is required?

• Are there security and safety risks?

Market Leaders

• Can we transform our business model?

• What outcomes can we transform?

• How do we go to market first with this?

• How do we make this easy to consume?

• Will this truly differentiate our offering?

Laggards

• Do we really need to disrupt our business?

• Will customers really want this?

• How long can we wait for commoditization?

• How much longer can we put this off?

• Has the trend moved on beyond mainstream?

Fast Followers

• What happens if our competition goes first?

• How long we wait to adopt?

• Can we learn from first mover mistakes?

• How do we scale this faster and cheaper?

• Do we really need to do this?

PROACTIVE

REACTIVE

INC

RE

ME

NTA

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AN

SF

OR

MA

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L

Source: R Wang Insider and Associates, LLC

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Digital Marketing Opportunities & (Big Data Challenges for Business Growth)

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