From Mad Men to Moneyball: Research and Hands on Tools to Guide Your Marketing Journey

© 2012 IBM Corporation

From Mad Men to Moneyball: Research and hands on tools to guide your marketing journey

Jon Busman@namsubCMO Initiative Global Lead29th April 2014

© 2014 IBM Corporation2

While significantly impacting marketing, technology shifts are still at the beginning of their maturity

2004 2005 2006 2007 2008 2009 2010 20112012 2013

70%60%50%40%30%20%10%

0%

Social media explosion

Mobile revolution(tablet penetration)

Cloud enablement

$24.6

Power of analytics (Global business analytics services spend, billions)

$26.7$28.2

$31.6$36.2

$41.0

$46.9

US adoption rate

61%

34%36%

Prevalence of social networking

Social apps harness network effect for

services

Miniaturization of computing power Watson wins Jeopardy

Browser-based cloud

applications

Consumer cloud services


That said, CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years

Source:Question CMO7–What is your plan around the usage of the following technologies over the next 3 to 5 years?

Intended use of digital technologies (3 to 5 years)

Mobile applications

Content management

Search engine optimization

46%47%

63%79%

62%80%

73%81%

68%87%

81%89%

80%94%

Customer relationship management

Collaboration tools

Reputation management

Email marketing

2013 2011

66%94%Advanced (predictive) analytics


CMOs identified three key factors for tackling their priorities, each of which relies on the effective use of emerging digital technologies

Source:Question CMO5–What is the single most important factor to be successful with regard to emerging digital technologies?


IBM’s Own Marketing Transformation Began in 2010

Thought Leadership Marketing Additions

•Insights from over 1,700 CMOs across 64 countries

•3 key themes: empowered customerslasting connectionsmeasuring marketing ROI

•Unica (enterprise and cloud-based marketing software solutions): 2010•Coremetrics (web analytics): 2010•DemandTec (Price/Promo) 2012•Tealeaf Technologies (customer experience analytics software): 2012•Xtify (mobile experience): 2013•Watson (Cognitive computer): 2013

IBM’s first Global CMO Study released October 2011


Understand the Customer as an Individual and in Context


Diagnose and Assess Key Marketing Areas

Strategy

Customer Understanding

Data Capture

Analytics

Segmentation

Systematic Usage

Strategy

Customer Journey

Personalization

Cross-channel

Timeliness

Continuous Learning

Strategy

Change Management

Alignment

Collaboration Platform

Reputation Management

Design your culture and brand as authentically one

Three marketing imperatives:


Create a system of engagement

Understand each customer as an individual

321


How do you stack up? (Ibm.biz/diagnose)



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{Insert Time/Location of breakout}From Mad Men to Moneyball: How leading Chief Marketing Officers are differentiating and captivating the connected consumer

Jon Busman@namsubCMO Initiative Global Lead29th April 2014

From Mad Men to Moneyball: Research and Hands on Tools to Guide Your Marketing Journey

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