Infosys Digital Experience Enterprise Marketing Management Thought Paper

Dugagjin Qallaku | Senior Technology Architect @ Infosys| May 5, 2016

Enterprise Marketing Management CONSUMER UNDERSTANDING, ENGAGEMENT AND OPTIMIZATION WITH

ENTERPRISE MARKETING MANAGEMENT

PAGE 1

Content

1-2. Why businesses should adopt EMM

2. Facing the digital consumer challenges with EMM

2-3. The Solution: Integrated marketing across all channels &

media

4. Operational Model: addressing the needs of specific

marketing teams

Enterprise Marketing Management (EMM), is an integrated suite of software solution for marketing functions that provides a comprehensive marketing platform for managing customer and prospect interactions throughout the sales/marketing customer lifecycle. Today organizations have to face up to a number of challenges created by the new digital customer, the digital disruption and advancement in consumer technology which have empowered the customer to think differently about how they interact with a brand. The customer today is more complex and prefers to interact with a brand through their preferred channels, time and place. They are digitally more connected and want a seamless customer experience anytime anywhere. So who are they -

Overall brands are struggling to differentiate, acquire and retain these customers. A recent study by Forrester reveals the digital customer accounts for nearly half of the adult population using

multiple devices from multiple locations and go online multiple times a day. In short, these customers are digitally connected and want a seamless customer experience anytime and anywhere.

We have also seen the rise in digital technology and platforms that have disrupted traditional marketing operations. The explosion in smart device ownership, the new and growing sources of customer data, big data analytics and the shift from a single to multi-channel media. All these are creating problems for marketers.

Furthermore, the digital customer has rising expectations of organizations to show that they know them and can make every interaction personal across channels, devices and

PAGE 2

platforms. The digital customer expects a seamless experience anytime anywhere.

Off the back of the digital revolution we have seen the rise of non-traditional competitor’s across the value chain. New business models and ways of working are threatening to disintermediate traditional marketing operations. Thus organizations face not only margin erosion but complete loss of business in some product areas and this puts future revenue at risk.

EMM helps organizations address such challenges by offering transparency whilst embracing the digitally empowered customer and closely aligning business and technology architecture to provide relevant customer interactions at the right time and right location. Thus traditional spray & pray marketing tools and methods are ineffective and calls for organizations to adopt Enterprise Marketing Management. Marketers need to embrace Enterprise Marketing Management as a key component of next generation digital distribution model, driving new type of customer relationship.

Facing the digital customer challenges with EMM

At Infosys, the organization we work for, we help clients activate Enterprise Marketing Management with an end to end solution using best of bread technology by joining data, technology, and

people (marketing teams) in a single marketing platform. A platform that provides unification of marketing activity across paid media, earned media, owned media and breaks organizational silos. Specifically a platform seeks to:

Implement a 360 unified view of the customer across all media types

Implement a unified decisioning capability that orchestrates communications across all channels

Implement consumer interactions in real-time, this increases brand/offer relevance and customer engagement

Ensure that all customer journeys are underpinned by analytics and driven by customer value

Join the end-to-end consumer journey and make offers through the customer preferred channel

Embeds a culture centered around the customer experience

The Solution: Integrated marketing across all channels (inbound, outbound) and media Organizations today face a digital customer who wants to be understood and engaged on their timeline and terms, not interrupted. Marketers need to act on customer interaction in real-time, be consistent and brand compliant across all media types. The reality though is that too many organizations are unprepared and instead their marketing operates in silos by media type. That means different teams managing “paid media”, “own media” and “earned media”. Instead, marketing operations need to be coordinated and integrated such that organizations can engage customers in one to one dialogs and build a relationship across all channels. The solution is single technology platform that unifies marketing operations across every interaction and media types. Therefore Enterprise Marketing Management in its target state architecture should be an end-to-end, seamlessly integrated technology platform that manages, automates every stage and every component of an organization’s marketing process through software automation. That means EMM is comprised of:

Data repository; 360 view of the customer comprised of customer profile data (CRM, Transactional), user interaction data (product, usage, interactional, analytical) and third party data (social, behavioral, demographics)

PAGE 3

User Identity management; grouping users ID’s under a universal CRM ID and robust user management.

Insight & Analytics; allows you to uncover new insights and view all your data in ways that are both meaningful and actionable. Predictive modeling for improved insight and campaign refinement

Campaign Management; multi-stage and multi-channel campaigns creation, offer management and interaction management (real-time decisioning)

Marketing resource management; planning, automating, assets and resource management across marketing process

Business Intelligence; visualize data, build reports to your business needs and share the results with your team

DAM, CRM & ECM; draw on your customers with digital assets and cross media content in real-time. Manage your leads, contacts and accounts.

And more, depending on organizations unique needs

EMM Technology Platform

Of-course, organizations don’t have to adopt the full capabilities of the platform all at once and whilst not impossible it’s more common for organizations to start choosing the capabilities as per requirement. At Infosys, the origination we work for, we support this approach by providing a modular EMM Technology platform that is scalable, flexible and allows for the implementation of individual components for particular user groups (requirements).

So there you have it! A single EMM technology platform that makes marketing a buzz. It organizes and structures people and processes. It engages customers and prospects. It collects insight from customer interactions and uses built in predictive

intelligence to automatically generate and deliver the right marketing message to the right customer across all channels at the right time.

Clearly organizations that want to be competitive must start investing in EMM today. Here at Infosys we have helped numerous organizations activate EMM seamlessly using robust delivery models, accelerators and assets. We use the best bread of internal and partner technologies for industrialized solutions. Infosys works in partnership with companies developing specific components of EMM and which technologies provide tangible benefits The obvious question now is – what is best bread of EMM technology and what would a implementation look like:

Best Bread of EMM Technology

Typical Implementation

PAGE 4

Finally customer on-boarding is a key capability in marketing and a very relevant concept to marketers. Whether fostering new leads or managing an interaction or an existing customer relationship, on-boarding technology is essential to maximize marketing ROI. This type of technology empowers marketers to create rich online content on web and mobile across all devices. The technology we refer to here is SKAVA which allows marketers and IT teams to create and deploy web pages, microsites, landing pages, shopping carts, surveys, forms and native apps quickly and easily. Thus it plays highly critical role in achieving marketing/sales objectives and has a highly symbiotic relationship with the other EMM platform components.

Operational Model: roles and responsibility alignment

The EMM technology platform has been designed for user groups with roles that align with best practice marketing organizational structures:

Digital Marketing; these groups typically have responsibility across all digital channels on paid media, owned media and earned media such as website, mobile, SEO, display advertising, email, SMS, and social. These groups will be responsible for customer acquisition (turning prospects into loyal repeat customers), development (using what – we know about the customer to personalize the interaction) and retention (reducing churn). These marketers will feed campaign briefs and collateral to the respective capability teams in the EMM technology platform.

Customer relationship; these groups are responsible for managing all aspects of the customer life cycle in particular using customer data to provide targeted marketing intended to build customer relationships, reduce churn and grow customer life time value. This group will particularly make use of the single customer view, analytics capability, interaction management and CRM.

Marketing leaders; this team is concerned with planning, budgeting and overall marketing performance. The capability for this group is marketing resource management, business intelligence, analytics and insight.

IT & Infrastructure; this teams is less concerned about marketing than they are about supporting and managing the users and EMM platform. Typically responsibility is either in house or outsourced to a third party. The later tends to be more cost effective, provides faster and better service

Business Context Diagram

For more information To learn more about Enterprise Marketing Management, please contact your Infosys contact or visit http://www.infosys.com/

About the Author

Dug Qallaku

Senior Technology Architect at Infosys

London, United Kingdom

dugagjin_qallaku@infosys.com

Dug has over 11 years’ experience in digital marketing helping organization evolve their digital capabilities to meet changing consumer demand; changing technology and changing competition. Dug has spent many years architecting, leading and delivering digital change for key areas such as customer experience, operational processes and helping organizations identify what digital activities represent good business opportunities.

PAGE 5