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Wh t i th ld f What we see in the world of Enterprise Marketing
Copyright © 2009, SAS Institute Inc. All rights reserved.
Norman WebbPractice Manager, EMEA Customer Intelligence Practice
Copyright © 2009, SAS Institute Inc. All rights reserved.
Copyright © 2009, SAS Institute Inc. All rights reserved.
Global Stock Market IndicesGlobal Stock Market Indices
Copyright © 2009, SAS Institute Inc. All rights reserved.
Consumer Confidence (EU ESI)Consumer Confidence (EU ESI)
Copyright © 2009, SAS Institute Inc. All rights reserved.
At the same time other changes to deal withAt the same time, other changes to deal with .....
Copyright © 2009, SAS Institute Inc. All rights reserved.
Which brings with it the need to considerWhich brings with it the need to consider .....
• Ever increasing volumes and types of data
• Options for exploiting new channels
• The correctness and consistency of offer
• Timing the offer to meet business and customer requirements
PLUS :
• The opportunity to get things badly wrong!
Copyright © 2009, SAS Institute Inc. All rights reserved.
Most important of all – The ConsumerMost important of all The Consumer.• Control
• Confidence
• Attitudes
• Choices
Expectations• Expectations
• ToleranceTolerance
• TRUST !
Copyright © 2009, SAS Institute Inc. All rights reserved.
Challenges for MarketingChallenges for Marketing• Do better with less (budget / resources)
• Build more accurate view of customer behaviours / needs
• Be where the customers are or expect you to be
• Reduce the “noise” / clutter that is increasingly being resisted
• Increase expertise in “Message” accuracy / timingIncrease expertise in Message accuracy / timing
• Manage blurring of ATL / BTL capabilities
• Select channels based on customer acceptance as well as cost effectiveness
Shift f t ti l t t t i• Shift from tactical to strategic
• Continue trend to reduce inappropriate marketing actions
Copyright © 2009, SAS Institute Inc. All rights reserved.
How is SAS responding to these challenges ?How is SAS responding to these challenges ?
• It’s not just about more technology
• Different Organisations have different needs:
• Market maturity• Market maturity
• Business opportunity
• “Competence and Capability”
• Competitive landscape
• Practical exploitation of analytics to improve business performance
• “Actionable Intelligence”• Actionable Intelligence
Copyright © 2009, SAS Institute Inc. All rights reserved.
SAS Vision:S S s oStrategic MarketingManagement What is the optimal and most flexible customer Multi-Channel
What’s the best deployment of marketing budgets across both ATL and BTL programs and how do we manage it?
Operational Marketing
AccountabilityManagementHow do we understand how customers are behaving
online and apply that to our marketing programs?
communication strategy across all our segments?Multi Channel
Customer Lifecycle
Management
How do we optimise marketing processes, resources and assets in a rapidly changing consumer market? Marketing
Operations
online and apply that to our marketing programs? On-LineIntelligence
adva
ntag
e
H h ld t
Customer Value
M t
y g g Operations Management
Comp
etitiv
e
Marketing How are we doing?
Customer and
Campaign Reporting
How should we manage customer relationships for maximum value?
Management
Customer Data
How can I structure customer communications to meet business objectives?
MarketingProgramme Management
Copyright © 2009, SAS Institute Inc. All rights reserved.Degree of intelligence
Who are my customers and how can I target them?
Data Management
Marketing Operations
ManagementMarketing Operations Management
g
• Marketing Strategy, Planning & Financial Management
• Marketing Process Managementg g
• Marketing and Digital Asset Management & Fulfillment
• Marketing Effectiveness Tracking• Marketing Effectiveness Tracking
• Integration with Enterprise Business and Marketing Analytics & Execution Systemsy
Copyright © 2009, SAS Institute Inc. All rights reserved.
On-LineIntelligence On-Line Intelligence
• On-line data capture – at the individual customer level
• Validate effectiveness of promotional activities
• Improve effectiveness of online processes
• Summarisation into meaningful behavioural eventsSu a sa o o ea g u be a ou a e e s
• Provide new leads into customer management programs
• Analysis and reporting for focused online intelligence• Analysis and reporting for focused online intelligence
Copyright © 2009, SAS Institute Inc. All rights reserved.
Multi-Channel Customer Lifecycle
M tMulti-Channel Lifecycle Management
Management
• Industry-vertical customer retention program development
• Next best offer and/or cross-up sell p
• Event based marketing programs
• Real-time event evaluation and recommendations• Real-time event evaluation and recommendations
• Multi-Channel execution capabilities
A t t d ti• Automated reporting processes
Copyright © 2009, SAS Institute Inc. All rights reserved.
Operational Marketing
AccountabilityOperational Marketing Accountability
• Manage overall marketing performance to support marketing
y
Manage overall marketing performance to support marketing planning and resource allocation (including KPI monitoring)
• Understand linkages between Promotional Activities (ATL/BTL)g ( )
• Track digital channel effects and activities through Social Media Analysis
• Determine optimal marketing investment strategy and media mix
• Detailed optimization of direct marketing contact opportunitiesp g pp
• Monitor effectiveness of Search Engine Marketing
Copyright © 2009, SAS Institute Inc. All rights reserved.
Interactive Marketing
Direct 1:1 Marketing
Email & Mobile
M k ti
Advertising &
P tiSocial
MarketingMarketing Marketing Marketing Promotions MarketingMarketing Operations and Strategy Management
Real-Time Decision Engine
Event Engine Scoring EngineForecasting Engine
Optimization EngineText Mining Engine
• Marketing Models and Advanced Analytics• Common Business Tier / Data Model / Application Platform• Marketing Models and Advanced Analytics• Common Business Tier / Data Model / Application Platform
Business Analytics Framework
• Enterprise Data Integration (Data Quality, etc.)• Data Storage• Enterprise Data Integration (Data Quality, etc.)• Data Storage
Proven and Scalable Infrastructure
Copyright © 2009, SAS Institute Inc. All rights reserved.
Key Customer Intelligence Themes
• The consumer in control• Innovating the customer experience
I t ti t d t• Integrating customer data• Across channels
Transactional behavioural unstructured• Transactional, behavioural, unstructured• Integrating business functions
• Aligning to the customer• Aligning to the customer• Smarter customer decisions
• Analytics within interactionsAnalytics within interactions
Copyright © 2009, SAS Institute Inc. All rights reserved.
How does SAS help Organisations even further ?
• Marketing Evolution Assessment (MEA)• Provides a maturity “checkpoint” and a development
“R d ”“Roadmap”• Best Practices “sharing opportunities”
• Industry vertical• Industry vertical• Function specific
• Executive and Operational management eventsExecutive and Operational management events• SAS Forum• Premier Business Leadership Series (PLBS)Premier Business Leadership Series (PLBS)• Customer Intelligence “User Connect” workshop
Copyright © 2009, SAS Institute Inc. All rights reserved.
QUESTIONS ?
Copyright © 2009, SAS Institute Inc. All rights reserved.19
Copyright © 2009, SAS Institute Inc. All rights reserved.