The Fragmented Marketing Ecosystem - Presentation Given By IBM
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Transcript of The Fragmented Marketing Ecosystem - Presentation Given By IBM
The Fragmented Marketing Ecosystem
Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsBlog: jeremyaroberts.com/blog
Jeremy A RobertsWW Program Lead, Customer Analytics, IBM
TIME
Size of Stack
The Rise of the Marketing Stack
TIME
Size of Stack
Amount of Data
The Rise of the Marketing Stack
TIME
Is the Rise of the Marketing Stack Causing a Surplus of Unused Data?
Size of Stack
Amount of Data
TIME
Is the Rise of the Marketing Stack the Demise of Integrated Data?
Size of Stack
Amount of Data
Breaking Point
TIME
Is the Rise of the Marketing Stack the Demise of Integrated Data?
Size of Stack
Amount of Data
Yes it is
Source: Gartner, Customer Experience Emerges as the Marketers’ Next Battlefield; eConsultancy: The Consumer Conversation
9
Organizations are fragmented → Data is fragmented → Data is not integrated
making it difficult to understand what is happening across channels@ www.
mobile email marketing web content social direct mail
Lack of Marketing Data Integration Bad Customer Experience
My Story
12
1. Did not have the right tools and technology to offer a modern day customer experience.
13
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
14
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
15
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.
16
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.
5. Still looking for that single ”silver bullet” tool that will do everything and solve their problems.
Does your data accurately tell you the performance of your marketing programs on a
daily/weekly basis?
Can you tell me the marketing channels that your customers most frequently interact with and what
their experience was with each?
Do you trust the data you are given? And Why?
I have people skills!
I’m good at dealing with people!
Tom Smykowski
This is the result when nothing changes…
If you change the way you look at
your data, the data you look at
changes
7 Key Lessons Learned
Building success takes patience and effort
from the entire team
Consistently run an audit of the
marketing tools, data & analytics, and marketing agility
Continually track your customer’s journey and shift your marketing mix to focus on the customer
experience
Try to simplify the messaging across your channels and
create a streamlined funnel experience
Be able to use your left brain + your right brain, it’s not just about KPIs but about their customer experience
YOU!(the Marketer)
Marketing Channels
Business Intelligence
ITFinance
Management
Take control of the data, and create a
Center of Excellence around YOU!
Need to identify the metrics that
drive business success… the core metrics and not high level channel
metrics
Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsBlog: jeremyaroberts.com/blog
Learn More about Customer Experience
Analytics from IBM
Visit me at Booth #407
33
Jeremy A RobertsWW Program Lead,Customer Analytics
IBM