Realizing the value of Big

Data Marketing
PRESENTED BY FIFTH YEAR (CS-BIS) STUDENTS based on the Ebook 'Big
Data Marketing' by Lisa Arthur
11 Drive Value through Relevant
Marketing
Outline

• Introduction
• Internal Value through Integrating Marketing
• Better Control of Marketing Helps Grow a National Food Brand
• Big Picture Marketing Drives Effectiveness at a Telecommunications Firm
• More Accurate Measurement of ROMI Helps Warner Brothers Steal the Sh
ow
• Better Effectiveness and Efficiency in Marketing Operations Drive Value a
t a Global 2000 Financial Services Company
• External Value through Integrating Marketing
• Integrating Interaction Channels at a Leading Online Retailer
• Data and Integrated Marketing Drives ISC to the Winner’s Circle
• Key Terms
• Dos and Don’ts
Introduction

 • Big data marketing aims to increase value through better customer engagement.

 • This requires managing the complexity of data and processes, using integrated
marketing management (IMM) to streamline workflows and personalize customer
interactions across various channels.

 • Success depends on balancing internal process improvements with external

technology enhancements to boost customer experience and reallocate marketing
spend effectively.

 • Companies integrating people, processes, and technology see significantly higher

returns.

 • While a paradigm shift is needed, successful B2C and B2B organizations

demonstrate the value of integrated marketing strategies.
Internal Value through Integrating
Marketing
Data-Driven Marketing Solutions for CMOs

 Automating Internal Processes: New technologies help CMOs control

processes that need automation and demonstrate marketing value.
 Improved Visibility & Speed: Teams work faster and smarter with better
insights into where marketing dollars are spent and which channels
provide the most value.
 Real-Time Budget Management: Sophisticated planning tools align
campaign plans with organizational goals and provide real-time data for
marketing budget management.
Internal Value through Integrating
Marketing(Con’t)
Benefits of Integrated Marketing Solutions

 Efficient Marketing Management: Data-driven solutions enable better

control from brand to spend and improve marketing effectiveness.
 Accurate ROMI Measurement: Solutions help track and measure Return
on Marketing Investment (ROMI) with greater precision.
 Examples of Success: Major brands have seen success with integrated
marketing processes, leading to improved internal value and marketing
efficiencies.
Better Control of Marketing Helps
Grow a National Food Brand
 The company, a leading producer and distributor of food and pet products, rapidly
expanded through acquisitions and growth strategies. It owns various product lines
targeting different consumer segments. However, it initially struggled with a Siloed,
manual marketing process and budgeting, hindering its growth. In order to maintain its
competitive edge, the company needed to:
 1. Improve the way it planned, managed, and allocated financial and marketing
resources to link programs to results.
 2. Drive growth while maintaining consistent brand standards.
 3. Gain visibility into growth and performance.
 The company upgraded its marketing by centralizing all budgets and projects into a
single platform. This allowed the team to manage, track, and approve resources more
effectively while ensuring global brand standards. The new system provided greater
accountability and control, consolidating financial data for all departments to access a
unified, verified source. This approach gave a comprehensive view of marketing spend
and performance across product lines.
 Big Picture Marketing Drives Effectiveness
at a Telecommunications Firm
 A global telecommunications company improved its marketing effectiveness by
adopting an Integrated Marketing Management (IMM) platform.
 Challenges:
The company operated in over 20 fragmented markets with separate campaigns,
multiple marketing calendars, and limited data insights, causing inefficiencies and
confusion.
Solution:
They implemented an IMM solution to:
 Standardize creative processes and approval cycles.
 Automate workflows for faster and consistent execution.
 Centralize all marketing activities into a single calendar for better coordination.
 Big Picture Marketing Drives Effectiveness
at a Telecommunications Firm(Con’t)
Results:
 Saved over $2 million in marketing costs.
 Reduced project delivery time by up to two weeks.
 Increased direct marketing efforts by 25%.
 Achieved a multi-million dollar revenue uplift and a 100x Return on Marketing
Investment (ROMI).
Takeaway:
An integrated marketing platform helps streamline processes, cut costs, improve
performance, and make better decisions.
More Accurate Measurement of ROMI
Helps Warner Brothers Steal the
Show
Challenges Faced
 Traditional manual marketing processes became unsustainable, inefficient and
non-scalable.
 Complex process challenges when media buyers juggled internal data and
information from over 2,500 suppliers.
 Needed quick media-spend decisions, but the process was too complex.
 Traditional approach failed to continuously analyze the relationship between
local advertising spend and box office revenues.
Solutions
 New approach was implemented. Integrated marketing plan with spend
applications connected to sales data.
 Streamlined domestic media planning, placement, and purchase processes.
More Accurate Measurement of ROMI Helps
Warner Brothers Steal the Show(Con’t)

Key Achievements
 Eliminated repetitive, error-prone, manual tasks.
 Real-time, data-driven decisions based on spend and performance facts.
 Improved customer experience with best-practice invoicing.
 Accelerated communication speeds.
 Predicted impacts of changes in time, scope, budget, or strategy.
Better Effectiveness and Efficiency in
Marketing Operations Drive Value at a
Global 2000 Financial Services Company
 A global 2000 financial services company faced the challenge of sustaining eight separate
business lines.
 The lack of marketing spend transparency prohibited the company from optimizing marketing
dollars, and there were few ways for them to measure the effectiveness of marketing programs.
To resolve,
 The financial company turned to marketing operations technology, called marketing resource
management (MRM).
 It incorporates program templates, automated workflow tools, and enhanced reporting
capabilities, MRM proved to be critical to improving operational efficiencies and compliance
tracking of the marketing program development processes.
 Impressive improvements to marketing efficiency:
 • Centralized creative assets, approvals, and documentation.
 • Best practices on collaboration and streamlined project management driven through marketing
with automated workflows.
 • Reduction in marketing production of cycle time by greater than five days.
 • Reduction in training time for new team members by 66 percent.
 External Value through Integrating
Marketing
The Value and Shift in Marketing
 Big data drives both external customer engagement and internal
operational efficiencies.
 A balance between internal and external value is essential.
 Shift from 'push' marketing to continuous, customer-driven conversations.

Adapting and Leading Change

 Marketing landscapes must be integrated and streamlined to meet evolving
needs.
 Collaboration across departments, customers, and brands is crucial.
 Companies leading the way inspire innovation and differentiation.
Integrating Interaction Channels at a
Leading Online Retailer
Challenge: Rapid growth strained the marketing team due to outdated decision-support systems.
Solution:
• Unified database for sales, marketing, click stream, finance, and customer service.
• Behavior-driven, real-time customer interaction through modernized campaign management.
Three Phases:
• Broadcast Phase: Custom content driven by segmentation parameters.
• Engage Me Phase: Data-driven messaging based on on-site behavior and marketing responses.
• Empower Me Phase: Multichannel, customized messaging based on consumer behavior and desired
value.
Results:
• Enhanced customer profiles.
• Improved decision-making.
• Increased customer loyalty, positively impacting the bottom line.
Data and Integrated Marketing Drives
ISC to the Winner’s Circle
 ISC’s Challenge: ISC needed a unified, data-driven approach to offer personalized experiences
to its 4 million fans, but lacked a clear view of customer interactions.
 Relationship Marketing: ISC aimed to shift from being an "order taker" to a "relationship
marketer" by breaking down silos, improving data collection, and aligning its systems.
 Data Issues: ISC faced challenges with “dirty” data and large volumes, needing clean, reliable
data to enhance the customer experience.

 Key Goals:
1. Achieve a 360-degree view of customers.
2. Improve segmentation and targeting for personalized messaging.
3. Enhance data quality to support better decisions.

 These efforts were meant to improve customer experiences and maintain ISC’s industry
leadership.
Data and Integrated Marketing Drives
ISC to the Winner’s Circle (Con’t)
 ISC’s marketing team worked with a core set of technology partners to build
fanMAX.
 fanMAX means interactive solution to connect with fans, and ensure that each
customer receives the right communication for the right product at the right time.
 Benefit of creating and integrating of fanMAX
 Can change the way its business leaders think about and predict.
 Can react to market conditions and consumer activities.
 Can improve marketing performance.
 Specific parameters based on positive customer experiences:
 ICS put data to optimize all interactive channels and always readily available.
 The customer’s opt-in choice feeds directly into the thousands of segmentations and
suppressions incorporated into fanMAX.
 Customized messaging based on user data creates intimate communication.
Data and Integrated Marketing Drives
ISC to the Winner’s Circle (Con’t)
Additional gains include:
 Expansion in email campaigns from 250 in 2007 to more than 1,000
today.
 Management of more than 5,000 total marketing projects.
 Uplift in campaigns and attendance.
 Reductions in time to market.
 Improved workflow.
 Key Terms
 Marketing Resource Management(MRM)
 A process to achieve marketing success, managing:
 Planning & Financials
 Production Management & Workflow
 Offer Management
 Brand Assets (Digital & Physical)
 Localization & Distribution of Collateral/Advertising
 Project Management
 Dynamic Calendars

 Customer Interaction Management:

 Combines analytics with automated communication to drive relevant,
timely message enabling intelligent customer interactions.
Dos and Don’ts

 Dos:
 Analyze Internally & Externally: Identify obstacles by examining both
customer and employee processes.
 Leverage Best Practices: Take incremental steps to upgrade marketing
strategies and consult experts.
 Learn from Others: Study successful case examples, stay updated, and apply
lessons learned.
 DON'Ts:
 Don't Kid Yourself: Be honest about your team's current position for a strong
foundation.
 Don't Let Complexity Grow: Work with IT and peers to eliminate unnecessary
complexity and streamline processes as you adopt new technologies.
12 The Bright, Enlightened World
of Customer Experience
Outline

• Introduction
• The People Marketing Challenge
• The People Marketing Opportunity
• The Mobile Marketing Challenge
• The Mobile Marketing Opportunity
• The Information Management Marketing Challenge
• The Information Marketing Opportunity
• The Big Data Marketing Challenge
• The Big Data Marketing Opportunity
 Introduction
The Impact of Science Fiction on Technology

 Key Developments of Science Fiction's Influence

 Biometric security features
 Interactive 3-D holograms
 Information management systems

 Marketing and Technology

 Marketers at the forefront of technological and cultural shifts.
McKinsey's Vision of an On-Demand
World

 Consumer Experience Transformation

 Brands judged by ability to deliver heightened, customized experiences.

 Future Interactions
 Mobile phones and durable products enabling peer-to-peer commerce.

 Four Categories of Change

1. People
2. Mobile Devices
3. Information Management
4. Big Data
The People Marketing Challenge
 technology is changing to accelerate human connectedness quickly.
 technology’s ability to connect people through social networks,
smartphones, and personal video conferencing.
 leaders—will need to manage change, fast.
 To succeed in the business environment of the future, leaders will need to
be collaborators, people who can work with others to continually expand
their skill sets, innovate, and find solutions.
 Anyone who wants to climb the corporate ladder will have to embrace and
drive the change required to improve the customer experience and deliver
business growth.
The People Marketing Challenge(Con’t)

Lessons from Marissa Mayer

 Turnaround at Yahoo!
 Led 72% stock price growth year-over-year
 Revitalized the Brand
 Championed Tumblr acquisition, expanded content
 Embraced Tough Decisions
 Retracted work-from-home policies to drive change
The People Marketing Opportunity

 vast opportunity for marketers within changing dynamics of human

interaction
 before seizing any opportunities, marketers must first develop trust with
customers
 they need to learn smart interactions
 technology already lets marketers track the customer journey
The Mobile Marketing Challenge
 As smartphones become smarter and more integral to daily life, mobile devices
are transforming how people communicate, transact, and interact with their
environment. They are evolving into tools that enhance customer experiences,
particularly at the point of purchase.
 Walmart's Mobile Success: Walmart, recognized as Mobile Retailer of the
Year in 2012, showcased innovations like:
 Scan & Go: Streamlining shopping by letting users scan, bag, and pay via their
phones.
 Store Mode: Using geo-location to detect customers entering stores.
 Price Checking and Lists: Helping shoppers check prices, manage shopping lists, and
access discounts with ease.
 QR Codes: Enhancing product interaction.
 Geo-location technology is helping marketers deliver personalized messages at
the perfect moment, such as during shopping.
The Mobile Marketing Challenge(Con’t)

 Consumer Trust and Data Stewardship:

For mobile innovations to thrive, brands must ensure responsible use of
location data. Building consumer trust will be vital to enabling personalized,
targeted experiences.
 The Future of Marketing:
One-way communication, like irrelevant email marketing, is becoming obsolete.
Successful marketers will focus on building relationships, using big data
responsibly to enhance experiences and add value for consumers. By adopting
a holistic and data-driven approach, they can redefine marketing strategies to
meet modern consumer needs.
 Takeaway:
Mobile marketing's future lies in creating seamless, personalized, and trust-
based customer experiences that add value while leveraging emerging
technologies like geo-location and integrated data insights.
The Mobile Marketing Opportunity

 Mobile devices are revolutionizing consumer interactions and improving customer

experiences.
 Combining mobile technology with big data enables highly personalized communication.
 True one-to-one marketing focuses on building individual relationships with consumers.
 Digital marketing attribution helps brands understand individual behaviors and
preferences.

 mobile devices will very likely serve as the primary conduit to improving customer
experience
 combining mobile technology with big data analytics creates powerful possibilities
 essential to identify correlations in behavior, preference and supplemental data to take
personalization further
The Information Management
Marketing Challenge
 Consumer Control Over Data:
 Consumers will control personal data (age, health, buying behavior) and
decide what to share with companies in exchange for value.
 Personal Information Management:
 Consumers will use personal systems to manage data and interact with
brands.
 Challenges for Companies:
 Companies will struggle with managing large amounts of data and internal
conflicts over ownership.
 Data Ownership Shift:
 Consumers will control their data, while businesses manage it collectively.
 Marketing Impact:
 Marketing strategies will need to adapt to consumer preferences and privacy
concerns.
The Information Marketing
Opportunity
Understanding the Customer Journey:
- Marketers should grasp the customer’s buying journey and all its
touchpoints to create valuable interactions.

Creating Value:
- With this understanding, marketers can offer relevant information,
messages, and services.

Start Now:
- Developing insights and building trust with consumers today will lead to
future success.
The Big Data Marketing Challenge

 Data Scientists in Marketing: Highly valued for blending business and

analytics skills. They help CMOs discover trends and drive revenue.
 Evolving CMO Role: Future CMOs will need both analytical and brand
knowledge, focusing on data-driven customer engagement.
 Marketing Decentralization: Marketing may merge with sales, service, or
operations, with fewer traditional brand-focused CMOs.
The Big Data Marketing Opportunity
 Learning from the Past: We must avoid repeating the mistakes made
during the dot.com bubble by failing to fully understand and seize new
opportunities like big data marketing.
 Opportunity in Big Data: Data-driven marketing using big data insights
can be a game-changer, but it requires focus, funding, and
experimentation to fully leverage.
 The Future of Marketing: Big data might eventually lead to automation,
where machines handle marketing invisibly, predicting and facilitating
human behavior.
 Data as an Ally: Over time, we will learn to use data effectively, making
it an integral part of decision-making, turning marketing into something
seamless and part of our daily lives.
😍😍😍 Thanks for your
attention