Research Presentation: How Numbers are Powering the Next Era of Marketing

Accenture Interactive

How Numbers are Powering the Next Era of Marketing

3Copyright © 2012 Accenture. All rights reserved.

Intro

Hypothesis

Opportunities

New Rules

Context

Storyline

Evolution of the CMO Agenda

Nearly 4 in 10 CMOs1 say they do not have the right people, tools and resources to meet their marketing objectives. This is a 5% drop in preparedness from Accenture’s 2011 study.

Companies are increasingly turning to non-traditional marketing service providers such as Accenture Interactive to bring together the full end-to-end solution (consulting, technology and analytics) that drives key outcomes globally and locally.

Accenture Interactive is the marketing services arm of Accenture addressing the CMO and CIO business challenges to help clients achieve both marketing effectiveness and efficiency.1Based on the 2012 Accenture Interactive CMO Insights survey of more than 400 senior marketers from 10 countries.

CMO Agenda is Being Disrupted by Technology

Data Explosion• Unstructured data is doubling every

3 months• 2011 saw 47% growth overall• Driving greater emphasis on data

innovation

Economics• Commodity priced storage and

compute • Emergence of open source and big

data technologies solving production problems at scale

• Enable bringing analytics to the data

Data Mobilization• Novel approaches to analyze

unstructured data creating shorter time from data to insight

• Shift towards data consumption in multiple environments (business apps, mobile, social)

Data Led Innovation • De-coupling data from applications

• Disparate external data shaping context

• Cost effective mobilization of massive scale data

Data Explosion: Today’s World is Defined By Data

InternetMobile

Content Things

From the human Genome to Smart Meters, From Set-Top-Boxes to Social Networks, every click, every search, every swipe and every like is captured and stored and analyzed and monetized…

Data Explosion: Mobile

COMMUNICATIONS

There are 7 Billion PEOPLEWith over

SIX BILLION PHONESWikipedia

APPS

We will download over

70B apps – TEN for every

human

ABI

LOCATION

Smart phones are

continuously pinging GPS, WIFI and cell

towers

M-COMMERCE

Will grow to $31B with the entire

funnel of data from search and

advertising to Conversion being

captured

Data Explosion: Content (Audio, Video, Images)

Video, Audio, Text and Images streaming over the internet,IPTV & Cable TV are the most obvious types of content.

But medical images, traffic cameras, CCTV, satellite are among the growing sources of content.

Data Explosion: The Internet of Things

• The Environment

• Industry

• Places

• People

Sensable

Scanable

Payable

Wearable

Drivable

Flyable

Stakes are higher: Amongst marketing strategy issues, customers are at the top for the third year in a row (improving acquisition, retention and sales).

Copyright © 2012 Accenture. All rights reserved.

10

Very Important

2012 CMO Insights – Market Context Q 2a&b

The top 3 marketing issues also have the highest difficulty levels.

New strategy areas (e.g. the end-to-end customer experience, enabling relevant marketing, using data for real-time marketing) have high levels of importance.

Importance levels have also increased for efficiency related factors such as reducing costs of the marketing workforce and non-payroll marketing costs.

* New items included in 2012** Slight word change

Global Top 3

Very Difficult


Intro

Hypothesis

Opportunities

New Rules

Context

Storyline

Brand is the Organizing principle of people, process and technology of the organization.

Copyright © 2013 Accenture. All rights reserved. 14

BRAND Measurement and Value is going to be richer, more refined and

more reactive due to Big Data

technologies

“The battle in marketing will remain the same – a

battle for consumers’ trust. Trust is built on honesty, openness and

consistently taking the consumer’s side. […] the world revolves around the consumer – and that

won’t change.”Sir Terry Leahy, Chief Executive, Tesco plc

250ms

Copyright © 2013 Accenture All rights reserved. 15


Because BRAND VALUE can be

destroyed in 250MS

Brand has the Biggest Risk from Outlier

Behavior

Big Data Analytics are Designed to find

Outliers and Unseen Patterns


Intro

Hypothesis

Opportunities

New Rules

Context

Storyline

Marketing Analytics Revolution

If you can’t access data, you can’t explore it. Failure to explore data is a missed-opportunity that can cost valuable initiatives that competitors may discover and exploit before you have the opportunity.

Data Liberation. How does liberated data drive value in our organization?

Efficiency at scale. The majority of time spent by predictive modelers is around data preparation. Fluid frameworks help reduce the amount of time they spend preparing the data so they can focus on developing models.

Fluid Frameworks. Where do we see the value in clean frameworks?

Data Rich Environments. Where do we see value in rich data?A simple algorithm can do a lot with rich data.With stagnant data, at some point, algorithms converge at finite value.


Brand Management Use Cases

Reputation Monitoring

Brand Relevance

Brand Fraud

Brand Advertising

Brand Energy

Brand Extensions

Data Aggregation

Pattern Matching

Outlier Analysis

Pathing

Real-Time Analytics

Text Analytics

20

TEXT ANALTYICSSentiment analytics is used to analyze what is being

communicated. While Text analytics may count words

or identify keywords, Sentiment seeks to understand the

gist of what is being said. With social media growing in

importance analyzing customer conversations to find

key topics, trends and meaning is critical.

• Word Frequency

• Word Distance

• Passion / Intent

• Change of Text over Time

21

TIME SERIESTime series allow us to order data

across time.

• Sessionization

• Customer journey

• Conversion funnels

• Multi-touch attribution

22

GRAPH ANALYTICS

• Customer Connections

• Market Baskets

• Decision Trees

• Single Shortest Path


Intro

Hypothesis

Opportunities

New Rules

Context

Storyline


BR

AN

DIT

WikiCommons

Big Data in Marketing

W

F

M

NA

P

C

S!

X ?

O

B

A

MOBILE

SEARCH

E-COMMERCE &WEB

BRAND

PRODUCTMARKETING

CMO

MARKETINGANALYTICS

SOCIAL

PRESS

CUSTOMEREXPERIENCE

MARKETINGSCIENCE

MARKETINGRESEARCH

MARKETINGOPERATIONS

ADVERTISINGLevel 1 Awareness / Pain


W

F

M

NA

P

C

S!

X ?

O

B

A

MOBILE

SEARCH

E-COMMERCE &WEB

BRAND

PRODUCTMARKETING

CMO

MARKETINGANALYTICS

SOCIAL

PRESS

CUSTOMEREXPERIENCE

MARKETINGSCIENCE

MARKETINGRESEARCH

MARKETINGOPERATIONS

ADVERTISINGLevel 2: Big Data Channels


W

F

M

NA

P

C

S!

X ?

O

B

A

MOBILE

SEARCH

E-COMMERCE &WEB

BRAND

PRODUCTMARKETING

CMO

MARKETINGANALYTICS

SOCIAL

PRESS

CUSTOMEREXPERIENCE

MARKETINGSCIENCE

MARKETINGRESEARCH

MARKETINGOPERATIONS

ADVERTISINGLevel 3: External Solutions

MONITORING


W

F

M

NA

P

C

S!

X ?

O

B

A

MOBILE

SEARCH

E-COMMERCE &WEB

BRAND

PRODUCTMARKETING

CMO

MARKETINGANALYTICS

SOCIAL

PRESS

CUSTOMEREXPERIENCE

MARKETINGSCIENCE

MARKETINGRESEARCH

MARKETINGOPERATIONS

ADVERTISINGLevel 4: Optimizing Interactions

MONITORING OPTIMIZATION

COMPANYLOGO

BIG DATA IN MARKETING ORGANIZATIONBIG ANALYTICS

W

F

M

NA

P

C

S!

X ?

O

OPTIMIZATION MONITORING

DISCOVERY

B

A

MOBILE

SEARCH

E-COMMERCE &WEB

BRAND

PRODUCTMARKETING

OFFICE OF CMO

MARKETINGANALYTICS

SOCIAL

PRESS

CUSTOMEREXPERIENCE

MARKETINGSCIENCE

MARKETINGRESEARCH

MARKETINGOPERATIONS

ADVERTISING


Level 5: Continuous Discovery

CaptureData

DriveAnalysis


Embed Algorithms

Align Marketing


Intro

Hypothesis

Opportunities

New Rules

Context

Storyline

Marketers Need IT to Masters Many Different Data Environments

Priv

ate

Dat

a • Data Created inside the Enterprise

• The structure, design and manage-ment of this data is controlled by users

Pai

d D

ata • Data bought

from third parties to enhance analytics

• The structure, design and manage-ment is controlled by contract

Pub

lic D

ata • Data created

or shared by third parties such as social networks or government.

• The structure and design is not controlled

Accenture Technology Vision 2013

Relationships at Scale

Design for Analytics

Data Velocity

Seamless Collaboration


Rethinking the CMO / CIO Relationships

• Drive IT Investment in Big Data

• Design your Interactive Data Collection for Analysis

• Enhance measurement of Offline Channels

• Reduce Data Friction in your systems keep up with your customers and the Market.

• Take Advantage of Big Data Technologies to

• Collaboration between IT and Marketing

Brand is the Organizing principle of people, process and technology of the organization.

Research Presentation: How Numbers are Powering the Next Era of Marketing

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Transcript of Research Presentation: How Numbers are Powering the Next Era of Marketing