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Broadening the CxO Toolkit: Outside Insight & Strategic Decision-Making UNISYS ITALY EXECUTIVE EXCHANGE
Ajay Khari Director of Enterprise Solution EMEA
Heidi Myers Marketing Director EMEA
Twitter: @Meltwater
11 June 2015
2018 2
At least a 25% improvement in return on marketing technology investment At least an increase of 30% in customer satisfaction
Figures sourced from Gartner, 2014
How a company will build value will change How strategic decisions are made will change How the board operates will change 3
Propositions
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Meltwater is the global leader in news and social media analytics
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FOUNDED 2001 in Oslo, Norway
HEADQUARTERS in San Francisco
23,000 corporate clients
50 offices across 6 conDnents
1000+ employees worldwide
Informed Decisions
2001 Product Vision
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Morning coffee
clients own brand
competitors leads
partners product reviews
own industry
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23,000 Clients
Big data company: We process 100 million documents and 2 trillion searches every day
data capture
data enrichment
proprietary search engine
real-time analytics
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Lagging performance indicators
30 years of rigor in mining internal data...
BI ERP SFA
CRM
MRP SCM
…is being disrupted by an explosion of external data
Leading performance indicators
Product reviews
Hiring paSerns
CompeDtor analysis
Investments Client saDsfacDon
Employee behavior
Real-time 3rd party data Benchmarked
We see a new appreciation for external data
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Fire wall
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Mining internal data is looking at history
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Mining external data is looking at leading performance indicators and the road ahead
“Every two days now we create as much informa5on as we did from the dawn of civiliza5on up un5l 2003”
-‐ Eric Schmidt
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-‐ Informa2on driving change rather than technology
-‐ The Age of the Industrial Internet
-‐ The War of the CxOs
An Industry Shift
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The War of the CxOs
- 2017: Marketers’ technology spend will exceed IT’s
- 65% of CMOs have their own CAPEX
- Marketing wants more freedom from IT
- IT wants more planning and compliance with standards
- CIO strategic role compromised?
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A Greater Necessity for Collaboration
- Over-emphasis on CIO-CMO conflict
- CIO to use expertise to help navigate through the digital era
- Marketing is more data-driven than ever before
- CDO role become less unique if CIO embraces collaboration
- CMO cannot afford to act as the lone ranger
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So how do we achieve this?
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A new lens for understanding global
issues
Expedited data assimila2on
Big data analy2cs based on a wide range of unstructured data types
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The Age of Customer Obsession
Integrated voice of the customer
solu5on
Change transac5ons into interac5ons
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Outside Insights expands customer intelligence
Decision making is changing in 3 key aspects
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External data is added to the decision process
Decisions are moved from aDer-‐the-‐fact to the point
when events start to unfold
Move from insular analysis to real-‐2me
benchmarking with peers
New data Timing Benchmarking
Example: Tesla
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Global Brand Reach
Segmented by Geography
Segmented by Demographic
By Product and Product Line
1. Outside Insight is becoming one of the richest sources for business context and strategic decision-‐making
2. Most CIOs and CMOs are s2ll struggling to turn collabora2on into ac2on
3. Only 54% believe leadership is in place to support marke2ng and technology strategies
4. Next challenge is crea2ng a plaUorm that can read all of these new data sets.
5. We look forward to embracing this new age with you, and contribu2ng to all aspects of strategic decision-‐making
Summary: Ripe for Disruption
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