Integrated Marketing Analytics & Data-Driven Intelligence

• Bruce Swann • Manager, CI / Integrated Marketing, SAS

• Scott Briggs • Principal Solutions Architect, Customer Intelligence, SAS

• Suneel Grover • Sr. Solutions Architect, Integrated Marketing Analytics, SAS• The George Washington University (GWU)

Module 3: Marketing Operations Management

AgendaI. Current State of Marketing OperationsII. The Changing world of MarketingIII. What is Marketing Operations ManagementIV. An Example of MOM in actionV. Industries that are leveraging MOMVI. Best Practices for Deploying a MOM solution

Marketing Operations Management

Current State in Most Organizations…

When Marketing Operations Go Bad

Don’t Let This Happen to You

EMPOWERED CONSUMERS:Proliferation of Digital Channels

EXPLOSION OF DATA:Big Data vs. Right Data

EVOLVING C-LEVEL ROLE:Dual Mindset

analytical creative

Three Things Changing the World of Marketing

Balance Has Shifted

ENTERPRISE CONSUMERS

ENTERPRISE

CONSUMERS

Evolving Consumers

The Break Up

Evolving Consumers

CONSUMER PATTERNS

ARE CHANGING

The Customer Journey is Now Collaborative

Your Marketing Messages Must be Integrated and Consistent to

be Relevant to Today’s Consumers

Marketing Operations Management (MOM) is critical

for Integrated Marketing

What is it

Marketing Operations Management (MOM) is a version of end to end marketing process optimization, from planning and

budgeting, through marketing asset management, to global marketing execution and analysis. MOM is the alignment of

people, process and technology to support marketing activities and improve marketing effectiveness.

You Need A Plan

Not…a contact strategy… a budget…a campaign calendar…a creative review…

A comprehensive end to end marketing plan

An Example

Not From Marketing

Building a Sky Scraper

Architects don’t start with plumbing and electrical drawings. They start with an idea.

They plan accordingly• How long will this take to build?• How much will this cost?• Who will we need to work on it?

As the plan evolves, the original idea is refined• From what we want to do to what we can do

Before We Dig the Hole

• Financials are determined• Blueprints are needed• Then detailed construction

drawings capture every detail of the building

• Permits are acquired• Crews are hired• Etc…

• Do you build before planning?

• Do you plan before building?

OR

How This Relates to Marketing

Ideation

Execution

Evaluation Planning

Marketing Operations

• Limited visibility into marketing efforts

• Siloed systems and spreadsheets for managing processes, assets and data

• Manual reporting

• Central location for tracking and managing marketing efforts

• Reporting strategy and structure

• Processes, assets and data available for reuse

OR

Centralized Planning and ExecutionDigital

Creative (Agency,

Social, etc.)

CMO

Marketing Analyst/ Data Scientist

Market Planning and

Strategy

Brand Manager

Campaign Execution

Operations

Management

Platform

Marketing ProcessesResources

Vendors

Analytics

Metrics

Content

Processes

Customers

Plans

Budgets

Operations

Management

Platform

Business Value

Increased efficiency: Single process from conception through execution

Increased visibility for all groups involved: Leverage Marketing Calendars and Workflows to see all planned and in-market activities; track status of marketing activities

Collaboration: From ideation through attribution all processes are transparent

Elimination of duplicate entry: Less error prone and less effort

Analytics: Inclusion of Operational information provides a rich data set to understand marketing activities and improve ROI

Industries Leveraging MOMFinancial Services Consumer Goods & Retail

Telecom, High-Tech Healthcare & Pharma Others

Industries Leveraging MOM

Deploying a MOM Solution

• Focus on deploying a series of smaller scale initiatives very rapidly• Familiarize users with the benefits of MOM solutions• Focus on a limited set of processes for the first phase Quick-wins• Develop the metrics you will communicate across the organization

as processes are added (ROI, Efficiency, etc.)• Document and deploy best practices • Work with enterprise teams and business users for Change

Management• Gain user adoption

Deploying a MOM Solution

Progress incrementally from smaller to larger initiatives• Bring all the Marketing Activities into MOM• Implement all marketing processes• Tightly integrate with all the relevant enterprise

solutions • Creating a marketing operations platform and

information repository• Communicate success across the organization

Failing to Plan is Planning to Fail

You’ve invested millions of dollars for hardware, software, and infrastructure in the most sophisticated solutions; yet you are planning and managing these processes in Excel spreadsheets

spread throughout the organization.

Questions?

Sunday Afternoon Preview

Emerging Analytic Approaches For Integrated Marketing 1. High-performance marketing optimization2. Social media analytics and real-time actions3. Social network analytics and community influence