Webinar: Revolutionize your Business with an Insights Center of Excellence

BRANDWATCH.COM
Webinar/Revolutionizing
your business with an
insights center of excellence
Dinah Alobeid
Host
Brandwatch
DIRECTOR OF COMMUNICATIONS
Cinny Little
Guest Speaker
Forrester
SENIOR ANALYST
Mike Brackpool
Speaker
Brandwatch
VP PRODUCT, VIZIA

BRANDWATCH.COM
Don’t be shy/
We’d love your participation
A recording and slides from the webinar will be made available after the event
@Brandwatch #BW_Webinar
Ask questions in the session chat
Tweet about our discussion

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1. Cinny on how to become data-driven with an
1. Mike Brackpool shares real examples of how
the Vizia 2 platform is helping businesses turn
data->insight->action
1. Q&A
Coming up/

Revolutionize your business with an
Cinny Little, Senior Analyst
March 16, 2017

We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.
6© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Agenda
› Be customer obsessed and insights-driven
› Make social data actionable with a center of excellence (COE)
› Visibility and accountability are a COE’s pillars for success

Agenda

Empowered customers create urgency
Age of
manufacturing
Age of
distribution
Age of
information
Age of
the customer
Empowered
buyers
demand a new
level of
customer
obsession.

Customer obsession is driven by four principles
Source: “The Operating Model For Customer Obsession” Forrester report
Customer-
obsessed
principles

Insights-driven businesses will grow revenue at least
8 times faster than global GDP
Source: “The Insights-Driven Business” Forrester report

What is “insights-driven”?
Using data . . .
To deliver insights . . .
To optimize the
customer
experiences
that matter
most to
business
outcomes

Agenda

Firms view increasing use of data & analytics as a top
priority

But the tidal wave of data
can be overwhelming.

And analytics are not driving enough actions
of business decisions are made using
quantitative information and analysis …
vs “gut feeling” or opinion
Source: Forrester's Global Business Technographics Data And Analytics Survey, 2016.
49%

Turn to a
center of
excellence
to drive
customer
obsession.

Agenda

Critical success factor: Executive leaders’ support
Source: Kane, et al., “Moving Beyond Marketing: Generating Social Business Across The Enterprise,” MIT Sloan Management Review, July 2014
90%
of maturing social intelligence
companies say executive leaders believe
that social can fundamentally change
their business.

A COE governs
the balance
between:
- A firmwide view
of the customer
vs views by
brand, product
area, operational
area, or function
- Global and
local needs

Forming a COE requires a governance team to
lead the way
› Name a governance leader for the COE
› Build a steering group that has concrete accountabilities aligned to
customer metrics
› Include and get input from line of business and operational leaders
› The COE needs a first-class communication plan to create visibility
Source: “The Customer Insights Center Of Excellence” Forrester report

A COE is not a one-time reorganization project
Source: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report
TYPICAL PHASES OF HOW A SOCIAL INTEL COE IN A GLOBAL OR MULTI-REGION FIRM MATURES

Show me!
The COE must
drive visibility
of insights and
actions.

Great communication and
self-marketing drive others to
see the value of insights-
driven actions.

Align teams
around the
metrics about
customer
experiences that
matter most.
Form a center of
excellence.
Drive visibility of
actions and wins.

FORRESTER.COM
Thank you
Cinny Little
+1 617-613-6313
clittle@forrester.com

BRANDWATCH.COM
Vizia 2
MICHAEL BRACKPOOL / VP PRODUCT VIZIA

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Keith Weed
CMO Unilever
“Having data is of little value
itself. We are looking for
smart data, turning insights
about consumers into
strategy and action.”

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RECOGNISE THIS?

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Source: The Forrester Wave(TM): Data Preparation
Tools, Q1 2017

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VIZIA 2
Communicate customer insight
across your Enterprise to drive action.

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Four key principles & 2 Client examples
1. Drive action for the non Analyst
2. Customer data
3. Narratives not just numbers
4. Wide distribution with central control

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How Bimbo turned a Crisis into a Business Opportunity

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“The biggest lesson for us is that war rooms
aren’t just for special occasions they can
really help drive business results,”
• Elizabeth Juárez, Creative Director at Vector B.

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“My problem is not data or
even insight… it's company
wide cut through.”
- Mark Clarke, Senior Director CMI, Unilever

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Source: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report, February 17, 2017
The VIZIA 2 Platform
Using technology to solve the organisational challenge.

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© BRANDWATCH | 2017
VIZIA FRAMEWORK
Tell the whole story
“The ability to integrate different data sources allows
us to blend social with any other data source. We
already have consumer contact centre and google
analytics data blended with social data.”

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EXAMPLE VIZIA REPORT
Tell the story beautifully

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“The screens are in all of our global offices and
those of our senior executives so they can
see consumer trends in real time.
The Hub means we can control the
messaging all over the company.
The improved visualisations are startling
and get internal cut through.”

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Find more content here/
brandwatch.com/blog
info@brandwatch.com @brandwatch

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Webinar: Revolutionize your Business with an Insights Center of Excellence