Putting digital technology and data to work for Tech CMOs

Today’s Tech CMOs are experiencing new challenges from an ever-evolving digital landscape…

PwC 2

Conditions inside the company are changing… Starting at the top

3PwC

4

68%of CEOs see data and analytics technologies as generating the greatest return for stakeholder engagement

PwC, 19th Annual Global CEO Survey, January 20164PwC

5

77%of CEOs are convinced technology will transform stakeholder expectations of business in the next five years

5

PwC, 19th Annual Global CEO Survey, January 2016

PwC

6

90%of CEOs see technology as the best wayto assess and deliver on changing customer expectations

6

PwC, 19th Annual Global CEO Survey, January 2016

PwC

2015 saw marketing budgets increase by 10% to 11% of revenue. And, 2/3 of marketers expect their budgets will grow in 2016

Gartner, Smarter with Gartner, Digital Marketing Comes of Age in Gartner’s CMO Spend Survey 2015-2016, November 2015

2016

7PwC

Conditions outside the company are also changing. And customers are leading the way…

8PwC

55%of US online adults agree or strongly agree that they tend to shop more with retailers that offer consistent customer service both online and offline

One Customer, One Organization, One P&L, November 2015, Forrester Research9PwC

62%of US online adults have chosen, recommended, or paid more for a brand that provides a personalized service or experienceJust For You: Use Personalization Technology To Help Associates In The Retail Store, July 2015, Forrester Research

10PwC

88% of shoppers conduct online research before they make a purchase

PwC, Understanding how US online shoppers are reshaping the retail experience, March 201211PwC

Faced with these challenges, savvy Tech CMOs are keeping their eye on the prize…

12PwC

Revenue-generating customers!

13PwC

How? By adopting a business strategy enabled via digital technology and data, that includes…

14PwC

1step

15

MAKING CUSTOMER EXPERIENCE THE FOCAL POINT

PwC

Creating tailored digital experiences to customer needs

16

2step

CREATING DIGITAL EXPERIENCES TAILORED TO CUSTOMER NEEDS

PwC

Creating tailored digital experiences to customer needs

17

3step

CONSISTENTLY TRACKING CUSTOMER EXPERIENCE ACROSS ALL DIGITAL CHANNELS

PwC

COLLECTING AND ANALYZING DATA TO PERSONALIZE AND OPTIMIZE CUSTOMER EXPERIENCE

18

4step

PwC

Here’s an example of putting digital technology and data to work

IOOOIIOIIOIIOOIIOOIOIIOIOIOIIOIOI

19PwC

Challenge

Limited customer targeting and personalizationcapabilities

Disparate data sources hindering capabilities to draw insights and identify patterns

New SaaS-basedsubscription modelrequiring a shift inmarketing operations

20PwC

Solution Created a “Single Source, 360º View of the Customer”

Defined the structure, rules and business logic for a robust data-driven Marketing platform

Tracked customer involvement from capture to purchase, providing rich data for analytics

Established organizational alignment and readiness across Business Units, Marketing, IT and Operations

Prepared the organization for changethrough employee and partner communications

21PwC

Performance outcomes

Consolidation of data sources from 20 to 1,with fully linked and easily accessedoffline/online aggregated customer profiles

200% increase in lift from display retargeting

1 common messagedeployed across 3marketing channels

20 to 1

22PwC

And, of courseone happy Tech CMO!

23PwC

Let us help you build a business strategy enabled via digital technology and data, designed to delight customers and drive measurable results

We are PwC Taking B2B (Business-to-Business) and transforming it into B2P (Business-to-People)© 2016 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network.Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. 24