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Unlocking Your Customer: Predictive Marketing
JEFF MARCOUX | @jeffmarcoux
CMO Lead Enterprise Marketing | Microsoft
Photo courtesy of creative commons license: https://www.flickr.com/photos/bitterjug/870861414/
@JeffMarcoux
Drowning in Data
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
Technology Process Culture
Predictive
@JeffMarcoux
“If data is the key to customer experience,
then predictive marketing is the lock”
EMPOWERING MARKETINGPowering the future of people-centric marketing
Jeff MarcouxCMO Lead, WW Enterprise Marketing
Marketing Professor, UC Irvine
Board Member, Internet Marketing Association
@JeffMarcoux
“Every touch point with a customer is marketing”
@JeffMarcoux
Great marketing starts with the customerThe shift to buyer-driven everything
“The “power to the people”
phenomenon is displacing
brand-centric strategies in
favor of buyer-driven
everything.”
– Gartner Inc., Dec 2013
Customer-Centered
What if your marketing could be valuable to the consumer and help them move along the customer lifecycle?
Integrated
What if you had one solution for all your media targeting and content optimization? Broadcast, Digital, Social all working together
When brands
place the
consumer at
the center it
not only
creates a better
experience for
consumers, it
increases
return for the
brand.
Personalized
What if you could make every piece of content you share with consumer personalized to them?
Optimized
What if your marketing was automatically working to help you achieve your goals?
The future of marketingCustomer-centered personalized marketing
VideoP L A Y
Discover how Real Madrid created a personal
relationship with their fans
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
“The X factor for marketers is to gather and use the right type of data to manage customer experiences and make them exceptional in a very chaotic environment.” – Yvonne Genovese, group vice president for Gartner for Marketing Leaders
Uplift in sales for marketers
who are personalizing their
Web experiences
– eConsultancy 2015
19%of online consumers get
frustrated with Web sites when
content appears that has nothing
to do with their interests.
– Harris Interactive, 2013
74%
How are you
activating around
your customers?
What is holding us back? Digital complexity
The biggest challenges with personalization are gaining insight quickly enough
(40%), having enough data (39%), and inaccurate data (38%). – Forrester, 2014
Too many tools Too many silos Too much data
Not enough implementation of the data
Current state of industry marketing solutions
Microsoft marketing solutions
How do you make the shift to buyer-driven everything?
37
…to people-centric
From product-centric…
Microsoft.com/Marketing | #ReimagineMarketingInspiring Intelligence
Marketing
Fragmented Systems
POS
Ad Server
Recommendations
Search
Mobile
SocialSame Day
ProductDevelopment
CRM
ERP
Checkout
Video
New Data Sources
Source: Gartner
VA
LU
E
DIFFICULTY
Top five reasons:- Predict Trends
- Understand Customers
- Improve Business Performance
- Drive Strategic Decision-Making
- Predict Customer Behavior
TDWI Research
Predicative Scenarios
Demand Forecasting
Fraud Detection
Customer Segmentation
Anomaly Detection
Personalized Marketing
Churn Analysis
Give consumers what they want before they know they want or need it
• Recommendation Engine
• Frequently Bought Together
• SEM Bid Optimization
• Many More…
Inspiring customer passion and imagination
“With the Microsoft Cloud we are able to quickly upload our data ask the questions, get
the insights and then operationalize that data.”
— Andrew Laudato, Senior Vice President & CIO, Pier 1 Imports
Predictive
Analytics
DEMO: Prescriptive Offers
Predictive
Analytics
Connecting and automating critical processes
“…Having the information at our finger tips to rectify the incident quicker, it’s a case of
making things so much simpler for us and giving us more information than we’ve ever
had before.”— Gary Burnham, Emergency Response Unit Training Manager, London Underground
Predictive
Analytics
Customer Data Enhancement & Utilization
Cell Phone
BeaconPersonalized
Movement
Rules
Distance to
Product
Order of
Motion
Time spent
stationary
Cell Phone
Beacon
Customer Data
Platform
System
3rd Party Data
Services
Direct
Personalized
SMS
Azure ML
Call
VideoP L A Y
Discover how McDonald’s builds
brand loyalty with personal marketing
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