Helping the CMO Succeed - eMetrics · October 2016 Helping the CMO Succeed . McKinsey & Company 2 ....
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Jason Heller, Global Lead, Digital Marketing Operations October 2016
Helping the CMO Succeed
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Understanding the CMO Agenda
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44 months
Spencer Stuart CMO Study March 2016
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The customer is empowered
The customer has high expectations
The customer is connected
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Fundamentally two key functions
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Accelerate customer acquisition
Increase customer value
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The customer decision journey has changed
Buy
Advocate Experience
Consider
Evaluate
Bond Nearly half
cannot measure key critical stages
of the CDJ …
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And it’s getting more complex in a multi-device, multi-channel world…
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The CMO needs help wrangling and activating data to create value
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Transaction data Media data
Social data
Third-party data Engagement data Call center data
Enhance targeting and
optimization of paid media
Enable personalization
of owned channels
Ad Sales
Data analytics
Technology
Internal ecosystem
External ecosystem
▪ Website analytics ▪ Mobile site analytics ▪ SEO analytics ▪ UX analytics
▪ Combines 1st and 3rd party data
▪ Enrich targeting ▪ Look-a-like models ▪ Media analytics
▪ Attribution ▪ Social analytics
E-commerce
Design
▪ Consumer insights ▪ CSAT ▪ Ratings & reviews ▪ Social listening
Sales
3rd party data
Paid & managed channels
VOC
Digital platforms
▪ Marketing activation
▪ Budgeting ▪ Strategy ▪ Resourcing
The customer
▪ CRM analytics ▪ Revenue ▪ Propensity models ▪ Churn models
New battleground: the customer data platform
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The modern marketer must be a master of addressability and data activation at scale
Anonymous data Brooklyn, New York
Source = Google Keyword = new iPhone features
4 page views Abandoned site on iPhone 6S page
Male 25-34 Drives luxury car
Owns a home Travels frequently
Customer ID Segment definition Value $430 per year
Last purchase was Sept 2015 Responded to family plan offer
Spends time in NY & LA
Identifiable data
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Creative iteration
Managing the content, offers, and experience the customer or prospects receives
Analytics model scores propensity for segments to convert or up-sell
Guided by a simple and effective organizing framework
Decisioning Design Customer scoring
Advanced analytics
Offer management
Distribution Marketing technology used to target addressable audience across channels
Delivering personalized experiences across channels
Creating a feedback loop to feed the data beast
Testing & experimental design
Data from disparate systems is aggregated in a customer data platform
Data 360°customer view
Adressability management
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Critical to understand data integration across the marketing technology stack
Web / mobile analytics, Campaign management / Content personalization
Data management platform (DMP)
Customer data platform Email / marketing
automation
Ad server
Affiliate platform
Attribution platform
Distribution paid channels
Content management system, website and mobile services
A/B / MVT platform
Advanced analytics
Distribution owned channels
SEM bid management tool
Demand-side platform (DSP)
Marketing datamart
Core data and decisioning
Tag manager
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Analytics in action – Agile marketing practices are a vital component to operationalize analytics capabilities
2 week sprint
Daily
Backlog Output Sprint planning
Input from stakeholders
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Yet speed and agility are still catching up to marketers’ aspirations
Length of time to get a campaign idea to market
>1 year 6 – 12 months
4 - 6 months
1 – 3 months
<1 month
3% 12% 24% 30% 29%
Average Time to
market 8.1 months
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Five core beliefs to mobilize the organization for data activation at scale
1 2 3 4 5
Mobilize cross-functional leaders around the opportunity
Define value at stake, secure cross functional engagement
Motivate a sense of urgency
Get creative about navigating the legacy
Be relentless about solutions
Shift legacy IT projects into marketing Opex
Walk before you run Fortify the foundation, prove ROI
Then develop complex capabilities at scale
Prioritize “lighthouse” projects to kick-start execution
Define primary use cases and rally around them
Pursue the biggest opportunities first
Let data activation drive your new marketing operations model
New roles and processes around strategy and orchestration, campaign management, content and creative, data and analytics
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4x digital revenue
25- 150%
conversion rate improvements
Putting it in context – some recent big payoffs
War room BAU
1-2 tests every
2 months
50+ tests per year
6x
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You cannot manage what you do not measure … ... model, and metabolize
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Jason Heller Global Lead, Digital Marketing Operations
@jasonheller