Steve Forbes: Empowering Marketing

EMPOWERING MARKETINGPowering the future of people-centric marketing

Steve Forbes

Sales Marketing

Customer Experience

Technology, Interactions, and Opportunities

5

Consumers want to engage

48%of global consumers expect brands to

know them and help them discover new

products or services that fit their needs.

57%of global consumers say they are more likely

to pay attention to communications that

are contextual and intelligent.

How do you make the shift to customer-driven everything?

12

The saying vs. doing gap

B2C: “Just 28% [of marketers] centralized

customer data from across channels to

create a single record for the customer,

despite their desire for a 360-degree view

of customer-brand interaction.”

- Relevancy Group, June 2015

B2B: “While 83% of marketers say creating buyer-centric is a priority, only 23% claim to be at an advanced state of this transition”

- Sirius Decisions, 2015

June 2015

The consumer

data value

exchange study

3 Rules for Moving People Up the Value Ladder

Source: Microsoft Consumer Value Exchange Study, 2015

Make data meaningful (the what)

Companies are perceived to take more than consumers give

Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Research Now

Data collected

by companies

Data I share

with companies

-13

-16

-18

-16

-13

-20

-11

-10

-18

-12

-12

64

59

51

45

47

38

44

37

24

29

21

77

75

69

61

60

58

55

47

42

41

33

Technology

Financial Services

Telecom

Travel

Electronics

Healthcare

Retail

Entertainment

Auto

CPG

Luxury

The sharing gap exists across industriesData collected vs. shared by Industry Sharing gap

“If they give a

benefit…

something

that will

improve my

life, then they

can use my

data."

- Male Mainstream, FranceData

collected

Data I

share


Not willing to share

Willing to Share

High awareness of data

Low awareness

of data

OPPORTUNITY = AMPLIFYING

PERSONAL VALUE


Focus on personal benefits (the how)

Focus on positive, emotional benefits to give value back to consumers


Helps me feel informed and in control

Helps to inspire me and inform discovery

Helps me feel smart and accomplished

ACHIEVEMENT

Why it prompts sharing:

• Helps me feel accomplished

• Makes me look good

63

49

48

29

28

20

A service that pays you cash/rewards

Loyalty points for services and

products

A service that offers you significant

discounts

A service that supports your goals

and encourages progress

Premium Access/Enhanced Service

with more features

VIP/Beta Access

% of consumers who would share data in exchange for….


DataActivity

Preferences

Immediate BenefitLoyalty points

Merchandise

Long term Value Supports goals/encourages progress

ORDER


• Helps me feel organized

• Helps me prioritize/frees up time for what is really important

30

28

27

24

16

A service that connects with all your

devices and simplifies your life

A way to get things done with fewer

steps (e.g. automatic logins)

A service that automatically prioritizes

what is important to you

A service that provides reminders at

the right time on the right device

Location-based reminders



DataLocation

Purchase History

Preferences

Immediate BenefitIn-store navigation

Easy checkout

Long term Value Enhanced recommendations

Automatic reminders (gifts)

DISCOVERY


• Makes me feel connected to the

world around me

• Helps me be spontaneous

36

29

27

22

A personalized discount finder (on

things you love)

A service that offers suggestions that

help you improve

A service that proactively provides

content based on your interests

A service that helps inspire you to do

something new based on people like

you



DataPhoto

Social profile

Immediate BenefitPersonalization

Long term Value New ideas based on people like me

Personalized suggestions

Bombardment ControlAccessTransparency

Barriers to Sharing


Eliminate barriers to sharing (the why)

Get to positive, permission-based data exchanges



Willing to Share


Low awareness

of data



Willing to Share


Low awareness

of data

Net less willing: 57%

Source: Microsoft Consumer Value Exchange Study, 2015; Microsoft & Sentient Decision Science

Key takeaways


Now What?

Finding the signal through the noise

89%Percent of fortune 500

companies that are gone since 1955

20 BillionProjected number of devices

in market by 2020

2xAverage rate of data

growth every two years

90%Percentage of world’s

data created in the last two years

References………..

"If the rate of change on the outside exceeds the rate of change on the inside,

then the end is near.” - Jack Welch

Leverage technology

Apps: Pick or build your stuff

Reporting: Use

the tools you

already know

Back-end: Not scary – we can help!

Powering passion with fan engagement

“We are taking our relationship with Microsoft a step further: a digital alliance that will

revolutionize the relationship between the club and its fans...a digital community of 120

million fans across the world.”— Florentino Pérez, President, Real Madrid

Objectives• Reimagine the experiences, content, and exclusive

digital services for club supporters, fans, and players

• Experiences available at the stadium, at home, and

anywhere on any device

• Immerse fans with statistics, details of matches real

time, and the ability to create “mock teams”

• Deliver to the segment of one an individualized

experience based on context and preference

Get started with a Data Visualization Jumpstart, a

two-week engagement with Microsoft Services

that will implement Power BI or Datazen helping

customers discover Business Insights through

powerful visualizations and easy access to

different data sources.

Expand business insight with the Advanced

Analytics solution, an eight-week engagement

with Microsoft Services that provides a custom

data warehouse solution on the Azure Analytics

Platform delivering relevant and actionable

analytics models.

See how data can drive measureable change across your company

with one of two starting offers, the Data Visualization Jumpstart

and the Advanced Analytics Solution.

Get started with Data Insights

Next Steps

Contact your Microsoft Account Manager

Contact Steve Forbes: [email protected]

Download the study:

http://advertising.microsoft.com/en/cl/33087/cons

umer-data-value-exchange

mailto:[email protected]

http://advertising.microsoft.com/en/cl/33087/consumer-data-value-exchange

Microsoft Enterprise Services

Enterprise Strategy

Consulting SupportPartner Enablement

Microsoft Services

6,000consultants & enterprise architects

5,000Premier Support professionals

20,000 employees worldwide

architects, engineers, consultants, and support

professionals with the deepest expertise in Microsoft

technologies

35,000

Global Partners

191 countries 46 languages

A Worldwide Footprint

of the Fortune

1,00075%

Resonating with target marketsBMW utilizes social media insight to enhance brand message

“By using Windows Azure to make audience data available in Microsoft Dynamics

CRM, we enhanced the business continuity of our marketing campaign and

developed more than 900 new sales prospects.”

— Beata Bujalska, E-marketing Analyst, BMW Latin America

Objectives• Run targeted, scalable

campaigns in multiple

markets.

• Convert online

interactions into real

transactions.

Tactics• Integrate social media

data with Microsoft

Dynamics CRM to

improve targeting.

• Use Windows Azure

to store vast social

media data

Results• Rich data repository improves

lead generation techniques

• Cloud-based solutions make it

easier and cheaper to manage

customer data

Providing a digitally interactive brand experienceAudi engages customers with a gesture based shopping experience

“…With Audi City we are creating a one-stop-shop for experiencing our brand. It is

right in the midst of our customers’ lives, yet seamlessly connected to the online

range offered by the four rings.”

— Peter Schwarzenbauer, Member of the Board of Management, Audi

Objectives• Personalize the dealership

experience in an

interactive and immersive

way, while utilizing a

smaller footprint

• Engage a metropolitan

and digitally oriented

demographic

TacticsCreated Audi City, where

customers can create

and visualize through

Kinect technology on a

wall-to-wall HD,

photorealistic 3D screen.

Results• Brought their brand closer to their

customers geographically and

emotionally

• Engaged the digitally oriented

demographic

• Maintained and utilized a

minimalistic footprint

Steve Forbes: Empowering Marketing

Business

Transcript of Steve Forbes: Empowering Marketing