Just-in-Time Marketing: Lessons from the Masters
|
|
- Andrew McGee
- 1 years ago
- Views:
Transcription
1 Just-in-Time Marketing: Lessons from the Masters
2 Marketers have changed the way they engage consumers, but have their changes taken them all the way back to the factory floor where marketing is produced? It s time to produce marketing Just-in-Time. 2
3 Overview Marketing has changed dramatically in recent years because of new consumer behaviors, technologies and competitive pressures. Today, the emphasis is on building and nurturing personalized relationships to increase engagement and loyalty. The ongoing issue for companies, however, is that most marketing departments are still planning and executing in a factory model that tends to overproduce marketing that underperforms. Accenture research has uncovered a select group of just-in-time (JIT) marketing masters who are more adept than their peers at reaching a greater share of in-market customers with the right message at the right time. Thanks to this, they are able to be more effective and efficient with their marketing spend with positive financial results. These companies are not inherently more digital, and are not necessarily spending more on analytics. Rather, they are integrating digital and analytics capabilities into their operations in a more forward-looking way. The problem of marketing waste Modern marketing has been through many stages in its history, and each stage has improved the connection with the consumer. Today, marketers are using personalization and granular targeting in an attempt to create strong and engaging relationships with customers to build loyalty (See sidebar, Eras of Marketing Thought ). This evolution has required, at each stage, a new set of consumer, technology and competitive dynamics. Although companies strategic intent has evolved, their approach to the creation of marketing has not necessarily kept pace. In fact, exclusive Accenture research finds deep dissatisfaction among CMOs with current approaches. Fewer than half of the 500+ CMOs surveyed (41 percent) are very satisfied with the value-for-money of their mix of marketing tactics. (For more on the survey methodology, see About the research ). When surveyed about marketing channels five traditional and five digital CMOs reported that only 18 percent of the individuals that marketers reach are the right customers for the product or service on offer. Extrapolating from estimates of global advertising spend, this amounts to hundreds of billions of dollars being misspent each year. Eras of marketing thought Marketing has evolved significantly from a focus on products and sales to relationships. Today we are entering the just-in-time era, where marketers have the opportunity to reach a greater share of in-market customers with the right message at the right time. Production Era ( s) Sales Era ( s) Marketing Era ( s) Relationship Era ( s) Just-in-Time Era (2010s-present?) Role of Marketing No distinct role. To sell created products to consumers at scale. Hard selling is necessary, backed by advertising. To research and understand consumers to better tailor marketing messages and products to their needs and desires. To build bilateral relationships with customers to increase their loyalty via input into products and business direction. To be present at the time of need and latent desire at the right time with the right message or offer to convert a sale. Required capabilities No notable capabilities. Market research; create relevant advertising, convincingly sell products. In-depth customer research; create products based on those insights, and engage through various marketing tactics. Building customer relationships and loyalty, create or co-create customer-centric products, engage through a variety of tactics. Reaching the right customer through real-time customer knowledge, deep channel expertise, and messaging agility. 3
4 The new approach of just-in-time marketing Today, marketers can learn from tested manufacturing practices and take a new JIT marketing approach producing only the marketing that s required, at the time that it s needed, with the right message or offer that will convert a sale. JIT marketing is about producing smartly and more nimbly. Operating in a just-in-time way means creating marketing in response to signals of direct demand, empowering people closer to the action with decisions, and embedding new demand-sensing capabilities into marketing processes. About the research In late 2015, Accenture surveyed 532 Chief Marketing Officers (or their equivalents) across North and South America, Europe and Asia Pacific, and across a broad range of industries. More than half of the companies had revenues exceeding $5 billion annually. Industries Represented To understand JIT marketing, think just-in-time manufacturing and Kanban an inventory control system to maintain levels of production based on actual market demand instead of factory capacity. Rather than beginning with the premise that a certain quota should be produced, the idea is to produce only when demand comes online. To do this, manufacturers had to put a variety of elements in place, and also re-tool their supply chain and factory floors, to be able to sense demand and react in a timely way before losing the sale. A similar approach is being employed by JIT marketers. These companies have been able to dramatically reduce their marketing inventory (meaning, wasted effort and spending). They are thus more nimble than their competitors, able to change their marketing approach quickly and to react in a more targeted way. Many are even moving away from the prolonged, mass market, long-term planning approach used historically. Instead, they are employing a hybrid strategy that mixes long-term objectives with a short-term JIT focus. That gives them the opportunity to focus on their individual customers and immediate demand. The JIT marketers are also better at understanding how consumers preferences are constantly changing, which channels they prefer at which time, and how best to engage them on those channels. JIT marketing is in part about effective listening, often through social media and digital analytics, so companies get closer to their customers and then deploy JIT principles to capture the immediate demand. There are still big things to be noticed using big data sets, but now marketers must attend to the small things as well, using local information to make a local decision. In effect, JIT marketing returns marketers to the era of the small shopkeepers who could notice trends and respond with different products or different placement of products and merchandise by always observing how people walked the aisles in their shops. Telecommunications Electronics and High Tech Wealth and Asset Management Banking Media and Entertainment Primary Business Model B2B B2C B2B2C Hospitality and Travel Retail Consumer Goods and Services Insurance Utilities 4
5 Just-in-time marketing masters Among the companies we surveyed, a select group of masters can be seen who are leveraging a just-in-time approach to marketing. Scoring highest on JIT capabilities set them apart in our study. The masters excel across three dimensions: Customer knowledge: They have the consumer data needed to plan and execute effective marketing strategies. Channel capability: They have a nimble, multi-channel marketing infrastructure to optimally communicate and execute value propositions. Real-time marketing flexibility: Their marketing mix tailors value propositions at the right price, the right time and through the right channels. These companies are present at the time of need and latent desire with a message or offer to convert a sale. They are reaching customers through real-time customer knowledge, deep channel expertise and messaging agility. They are able to achieve better financial results and outcomes. They are more likely to describe themselves as companies that: Make minimizing inefficiencies in marketing one of their highest priorities. Are very satisfied with their ability to target in-market customers. Are very satisfied with their ability to insert the appropriate message at the right time across a range of marketing tactics. Have more confidence in their ability to improve their efficiency and effectiveness in the future. 5
6 Impacts and implications of just-in-time marketing Just-in-time marketing has numerous implications across multiple dimensions of an enterprise: Planning Many if not most CMOs spend months on long-range marketing plans. Today, that is no longer a differentiating approach; marketing planning cycles have to change. CMOs and their teams need to be more comfortable with uncertainty, and marketing plans need to be much more fluid and responsive. Global consumer products company P&G, for example, is now taking what it calls a sense and respond approach. According to Inbound Logistics magazine, P&G s business has traditionally been driven by internally generated sales forecasts. Today, the company is moving toward becoming a consumer-driven supply network. P&G is trying to sense and respond to consumer demand, and collaborate with its supply base to ensure that product is always in stock at the retail level. P&G, in effect, is trying to line up real-time supply with real-time demand. ¹ Operating models JIT marketing masters leverage distinctive operating models to enable more nimble marketing capabilities. These companies are neither inherently more digital than peers, nor do they necessarily invest more in digital or analytics capabilities. What they do differently, however, is integrate digital capabilities more firmly into their marketing operating models. Analytics efforts for JIT marketing organizations are not solely focused on complicated models and large data sets. In parallel, JIT marketers deploy an analytics capability to deliver data that is more surgical for example, around the attraction of a particular offer. They take a more nimble, compartmentalized analytics approach about a point in time what offer is most likely to motivate a purchase based on signals and data at a particular moment. Consider how a leading car rental company implemented an analytics platform that enables the entire front office to significantly reduce marketing wastage and improve accuracy in its targeting. The system continually analyzes the habits and preferences of repeat customers and suggests offers to front-line employees that are not just profitable for the company, but are also highly likely to be taken advantage of by individual customers. Organization Organizationally, JIT marketing requires the integration of digital and traditional channels and tools within the marketing organization. Those who are listening to social media channels, for example, should be in close proximity to decision makers, if they are not actually the same people. Insights from customer service and customer care also need to be better integrated with the marketing organization because these are effective listening channels. Should a company create a center of excellence (COE) for its social media and related JIT marketing functions? This can work for some companies, although the center needs to be a lean one. The danger in some cases is that the COE can become too isolated from the business. One global fast-moving consumer goods company, for example, handles social media in a different way. The firm uses job sharing to staff its social media center. This way, different parts of the business are aware of each other and speak more frequently. The company even requires employees to keep a portion of their current responsibilities. In that way, the insights get put into action as they occur by the people doing the work. Platforms JIT marketers also need new tools and platforms so they can be nimble and reactive without being too reactive. Nielsen has developed real-time ad measurement methods that only ask a handful of questions but can return results in days after the ads run rather than months. In this way, companies can make changes while still in flight. And many of the advanced experience platforms have been built with varying journey management and triggers that can change messaging and content on the fly. Information technology Our survey results suggest that rigidity of IT platforms may limit development of JIT marketing capabilities, and that achieving IT independence is a characteristic of the JIT masters. JIT marketers are five times more likely to have complete independence when making technology investment decisions. Technologies like SaaS and open source programming can provide the opportunity to create solutions that are relatively easy to stand up and operate. These allow for execution of compartmentalized efforts that can be up and running in months and then adjusted based on what is learned. 6
7 Becoming a just-in-time marketer What can a traditional marketing organization do to transform itself into a just-in-time master? Here are a few recommendations. Hone operations Sharpen operations and train people to execute quickly; to react smarter and more nimbly; to glean insights and turn them around in days or weeks, not months. Like the shopkeeper of the past, learn to hone and trust your judgment. This is what marketing today is about. In many cases, it can be important to spend less time studying the problem and more time executing, refining, and then adjusting and improving over time. Put talent and decisions closer to the front line, then aggregate the insights and act on them. Become an effective listener Traditionally, marketers have received feedback through elongated studies brand tracking studies performed each quarter. Now, marketers need to listen through social media for cues to take immediate action. Organizations need to become more comfortable making use of unstructured data such as social media and making decisions based on a combination of insights and instincts. Leverage extended teams and As-a-Service providers to gain maturity faster Companies can more quickly gain maturity in JIT marketing by leveraging experienced marketing services providers. Embedded in these providers solutions are capabilities such as digital, customer and marketing analytics; managing outbound communications to customers and prospects across digital channels; and monitoring of social channels. Financial services provider UBS, for example, has social media monitoring managed by Accenture. Through this service, UBS gets multi-country social media insights analyzed and reported on a daily basis. This service has given UBS the capability to monitor and respond in near real time to online activity that could affect its brand and reputation.² Conclusion: Making smart investments JIT marketing masters are differentiated from their peers not only by the investments they have made in the recent past, but the investments they plan to make in the coming years. JIT masters are more likely than other survey respondents to have invested over the past three years in improving or expanding their IT infrastructure; improving or expanding their digital channels; and acquiring or training specialized talent. Moreover, JIT marketers are doubling down on their priorities over the next three years more likely than their peers to improve or expand their IT infrastructure; acquire or train specialized talent; improve or expand customer research and segmentation; and improve or optimize messaging and content to drive pull. In an era when only 18 percent of the potential customers that CMOs reach are actually in-market, marketing organizations need to try something else. JIT marketing masters are investing in the capabilities, models and technologies that can transform their operations and give them an edge in the marketplace. Put added attention on individual reactions and leading indicators Traditional strategy has provided insights at the broad segment level and shared data in aggregated insights. However, innovation and better performance may come from leading indicators or the tip of the spear. JIT marketing can provide a way to solve for more individual and specific situations. A JIT approach can give marketers insight into the consumers who could be predictors of what the norm will be in the future. 7
8 References 1. Inbound Logistics, Building the Sense and Respond Company, 2. https://www.accenture.com/us-en/success-ubs-social-mediamonitoring About Accenture Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions underpinned by the world s largest delivery network Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 373,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at Authors Mark Hosbein Managing Director Accenture Operations Joshua Bellin Research fellow Accenture Institute for High Performance Copyright 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture
Knowing the customer: this time it s personal. How analytics can help banks achieve superior CRM, secure growth and drive high performance
Knowing the customer: this time it s personal How analytics can help banks achieve superior CRM, secure growth and drive high performance Table of Contents Introduction How advanced analytics changes customer
Waste or Win? The Case for Just-in-Time Marketing
Waste or Win? The Case for Just-in-Time Marketing 2 Waste or Win? The Case for Just-in-Time Marketing Waste or Win? The Case for Just-in-Time Marketing CMOs estimate that fewer than 20 percent of the people
SUSTAINING COMPETITIVE DIFFERENTIATION
SUSTAINING COMPETITIVE DIFFERENTIATION Maintaining a competitive edge in customer experience requires proactive vigilance and the ability to take quick, effective, and unified action E M C P e r s pec
Multi-channel Marketing
RIGHT TIME REVENUE OPTIMIZATION How To Get Started RIGHT TIME REVENUE OPTIMIZATION How To Get Started Summary: The Short List Here s our suggested short list from this paper: Multi-channel marketing is
Accenture solutions for consumer goods Power at your fingertips
Accenture solutions for consumer goods Power at your fingertips Understanding the market It is a tough market out there: margins are tightening, competition is increasing and the retail landscape is changing.
Achieving customer loyalty with customer analytics
IBM Software Business Analytics Customer Analytics Achieving customer loyalty with customer analytics 2 Achieving customer loyalty with customer analytics Contents 2 Overview 3 Using satisfaction to drive
How successful is your campaign and promotion management? Towards best-practice campaign management strategies
How successful is your campaign and promotion management? Towards best-practice campaign management strategies Welcome to the new normal Businesses today are under unprecedented pressure to increase spending
Overview, Goals, & Introductions
Improving the Retail Experience with Predictive Analytics www.spss.com/perspectives Overview, Goals, & Introductions Goal: To present the Retail Business Maturity Model Equip you with a plan of attack
Social Business Analytics
IBM Software Business Analytics Social Analytics Social Business Analytics Gaining business value from social media 2 Social Business Analytics Contents 2 Overview 3 Analytics as a competitive advantage
The Power of Personalizing the Customer Experience
The Power of Personalizing the Customer Experience Creating a Relevant Customer Experience from Real-Time, Cross-Channel Interaction WHITE PAPER SAS White Paper Table of Contents The Marketplace Today....1
5 tips to engage your customers with event-based marketing
IBM Software Thought Leadership White Paper IBM ExperienceOne 5 tips to engage your customers with event-based marketing Take advantage of moments that matter with in-depth insight into customer behavior
Accenture CAS: integrated sales platform Power at your fingertips
Accenture CAS: integrated sales platform Power at your fingertips Understanding the market It is a tough market out there: margins are tightening, competition is increasing and the retail landscape is
Just-in-time marketing. Executive Summary
Just-in-time marketing Executive Summary Traditional marketing methods boost awareness among many consumers who will never become customers. We call this wasted effort marketing inventory. Today, the amount
Delivering new insights and value to consumer products companies through big data
IBM Software White Paper Consumer Products Delivering new insights and value to consumer products companies through big data 2 Delivering new insights and value to consumer products companies through big
Accenture Interactive Joint Point of View with Adobe. Making it Relevant Optimizing the Digital Marketing Experience
Accenture Interactive Joint Point of View with Adobe Making it Relevant Optimizing the Digital Marketing Experience Making it Relevant Optimizing the Digital Marketing Experience Digital is no longer a
Accenture Business Intelligence for Fashion and Luxury. Creating a Differentiated Customer Experience for Long-term Brand Loyalty
Accenture Business Intelligence for Fashion and Luxury Creating a Differentiated Customer Experience for Long-term Brand Loyalty Fashion is inherently an ever-changing industry. Customer preferences fluctuate
February 16th, 2012 Prague. Smarter Commerce. Robert Mahr. Leader Smarter Commerce CEE & RCIS
February 16th, 2012 Prague Smarter Commerce Robert Mahr Leader Smarter Commerce CEE & RCIS Complex Fuzzy Interlocked Powerful! The Smarter Consumer is more instrumented Instrumented 36% more consumers
Talent & Organization. Change Management. Driving successful change and creating a more agile organization
Talent & Organization Change Management Driving successful change and creating a more agile organization 2 Organizations in both the private and public sectors face unprecedented challenges in today s
4How Marketing Leaders Can Take Control of Data for Better
Steps to Achieve Better Marketing Results 4How Marketing Leaders Can Take Control of Data for Better Marketing Performance and Customer Interactions As a marketing leader, you rely heavily on data to inform
Where the cool things are
Your business is changing at a faster pace than ever before. Has your HR operating model HR s blueprint or organizing strategy kept up? Based on Accenture s research and experience, as well as the ongoing
Empowering Your Sales Force. It s Not Just Automation. It s Personal.
Empowering Your Sales Force It s Not Just Automation. It s Personal. 2 Empowering Your Sales Force: It s Not Just Automation. It s Personal. Empowering Your Sales Force It s Not Just Automation. It s Personal.
Solving the Challenge of Lead Management Automation
WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing
Accenture Risk Management. Industry Report. Life Sciences
Accenture Risk Management Industry Report Life Sciences Risk management as a source of competitive advantage and high performance in the life sciences industry Risk management that enables long-term competitive
Talent & Organization. Organization Change. Driving successful change to deliver improved business performance and achieve business benefits
Talent & Organization Organization Change Driving successful change to deliver improved business performance and achieve business benefits Accenture Organization Change Distinctive solutions for transformational,
Consumer Goods and Services
Accenture Risk Management Industry Report Consumer Goods and Services 2011 Global Risk Management Point of View Consumer Goods and Services 2011 Global Risk Management Point of View Consumer Goods and
Insurance customer retention and growth
IBM Software Group White Paper Insurance Insurance customer retention and growth Leveraging business analytics to retain existing customers and cross-sell and up-sell insurance policies 2 Insurance customer
2014 State of B2B Procurement Study:
Accenture Interactive Point of View Series 2014 State of B2B Procurement Study: Uncovering the Shifting Landscape in B2B Commerce 2014 State of B2B Procurement Study: Uncovering the Shifting Landscape
4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders
2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put
Deliver a Better Digital Customer Experience Through Sonata s Digital Engagement Solutions
Deliver a Better Digital Customer Experience Through Sonata s Digital Engagement Solutions The World is Going Digital The incredible growth of the internet, the proliferation of mobile devices and the
Accenture Customer Engagement. A Comprehensive Digital Marketing Managed Service Built on Adobe Marketing Cloud
Accenture Customer Engagement A Comprehensive Digital Marketing Managed Service Built on Adobe Marketing Cloud Accenture Customer Engagement A Comprehensive Digital Marketing Managed Service Built on the
Accenture Perfect Sales Part of the Accenture Commercial Services for Consumer Goods Business Service
Accenture Perfect Sales Part of the Accenture Commercial Services for Consumer Goods Business Service Winning the War in the Store by Optimizing Field-based Sales Activities 2 The external environment
Accenture and Oracle: Leading the IoT Revolution
Accenture and Oracle: Leading the IoT Revolution ACCENTURE AND ORACLE The Internet of Things (IoT) is rapidly moving from concept to reality, as companies see the value of connecting a range of sensors,
Delivering a Smarter Shopping Experience with Predictive Analytics:
IBM Software Business Analytics Retail Delivering a Smarter Shopping Experience with Predictive Analytics: Innovative Retail Strategies Delivering a Smarter Shopping Experience with Predictive Analytics:
Gain a new perspective on your digital customer experience and get closer to what matters
Gain a new perspective on your digital customer experience and get closer to what matters Redesigning the way companies work and engage customers and employees in the digital world. What if you could actually
Best Practices for Relationship Marketing
WebTrends 851 SW 6th Ave., Suite 600 Portland, OR 97204 1.503.294.7025 1.503.294.7130 fax US Toll Free 1-877-WebTrends (1-877-932-8736) WebTrends Sales 1.888.932.8736 sales@webtrends.com Europe, Middle
Talent & Organization. Organization Change. Driving successful change to deliver improved business performance and achieve business benefits
Talent & Organization Organization Change Driving successful change to deliver improved business performance and achieve business benefits Accenture Organization Change Distinctive solutions for transformational,
Accenture NewsPage Distributor Management System: The engine behind your business
Accenture NewsPage Distributor Management System: The engine behind your business 2 Understanding the market The emerging markets are large and complex with thousands of distributors, millions of outlets,
Accenture Interactive Point of View Series. Marketing Analytics Being data smart requires a culture change to realize business benefits
Accenture Interactive Point of View Series Marketing Analytics Being data smart requires a culture change to realize business benefits Marketing Analytics Being data smart requires a culture change to
Customer Experience Management
Customer Experience Management Best Practices for Voice of the Customer (VoC) Programmes Jörg Höhner Senior Vice President Global Head of Automotive SPA Future Thinking The Evolution of Customer Satisfaction
What s Trending in Analytics for the Consumer Packaged Goods Industry?
What s Trending in Analytics for the Consumer Packaged Goods Industry? The 2014 Accenture CPG Analytics European Survey Shows How Executives Are Using Analytics, and Where They Expect to Get the Most Value
QlikView for manufacturing industries
QlikView for manufacturing industries Boost profitability, customer satisfaction and loyalty, and reduce risk. qlik.com With QlikView s ability to enable IT groups to rapidly deploy applications, we are
Strata Jumpstart: Proven Techniques for Exploiting Big Data Analytics. Copyright 2011 EMC Corporation. All rights reserved. 1
Strata Jumpstart: Proven Techniques for Exploiting Big Data Analytics Copyright 2011 EMC Corporation. All rights reserved. 1 Companies are looking to exploit big data analytics for competitive advantage
White Paper Preparing Your Contact Centers for the Customer Experience Tsunami. Transforming Passion into Excellence
Preparing Your Contact Centers for the Customer Experience Tsunami Executive Summary Recently, Gartner surveyed 315 international companies with revenues of at least $500 million across the financial services,
Transforming customer service with business analytics
IBM Software Business Analytics Customer Service Transforming customer service with business analytics 2 Transforming customer service with business analytics Contents 2 Overview 2 Customer service is
Improve the Agility of Demand-Driven Supply Networks
GE Intelligent Platforms Improve the Agility of Demand-Driven Supply Networks Leverage real-time production data to optimize the supply chain for a sustainable competitive advantage Improve the Agility
Drive to the top. The journey, lessons, and standards of global business services. kpmg.com
Drive to the top The journey, lessons, and standards of global business services kpmg.com The new normal for global enterprises is about doing more with less while at the same time driving the top line
Stand on the Sidelines, or Boost Competitiveness?
Stand on the Sidelines, or Boost Competitiveness? How to Make Bold Moves on the New Insurance Playing Field By Ravi Malhotra The insurance playing field will look dramatically different in a digitally
Assessing Your Business Analytics Initiatives
Assessing Your Business Analytics Initiatives Eight Metrics That Matter WHITE PAPER SAS White Paper Table of Contents Introduction.... 1 The Metrics... 1 Business Analytics Benchmark Study.... 3 Overall
Capturing the insurance customer of tomorrow. Three key questions to guide success
Capturing the insurance customer of tomorrow Three key questions to guide success Most insurers can confirm: customers want more, and more of what they want is digital. To sustain relevance in this new
Case Study & POC & Demos Information
Case Study & POC & Demos Information Type: Case Study Name: Multichannel Campaign Management (MCCM) Description: The IBM Company seeks, as vendor, through the multichannel campaign management (MCCM) services,
Agenda Overview for Marketing Management, 2015
G00270720 Agenda Overview for Marketing Management, 2015 Published: 18 December 2014 Analyst(s): Richard Fouts Increased participation in strategic business decisions and an evolving organization put new
Achieving high performance with Accenture Utilities Business Process Outsourcing Services
Achieving high performance with Accenture Utilities Business Process Outsourcing Services Introduction Utility companies around the world are looking for ways to respond to industry and market changes,
How Advanced Analytics is Helping CPG Manufacturers to Build Direct-to-Shopper Engagement and Drive Sales
How Advanced Analytics is Helping CPG Manufacturers to Build Direct-to-Shopper Engagement and Drive Sales Shopping behaviors are changing rapidly across the US and the global marketplace. From shifts in
CRM as a Service. For Customers in the Cloud
CRM as a Service For Customers in the Cloud Customer Relationship Management Our mission: to help our customer identify, define, design and deliver the best CRM strategy, in terms of For our Customer with
Retail Supply Chain Reboot: Agilely Facing the Unknown. by Mirko Martich
Retail Supply Chain Reboot: Agilely Facing the Unknown by Mirko Martich Are retailers winning the customer experience battle but losing the profitably war? As more companies increase their investments
Analytics: A Requirement for High Performance Mastering the Art and Science of Smart Decision Making
Analytics: A Requirement for High Performance Mastering the Art and Science of Smart Decision Making More than ever, companies need timely, in-depth insights if they are to remain competitive globally.
White Paper. Cross-channel Marketing: Go Mobile. Go Social.
Cross-channel Marketing: Go Mobile. Go Social. Cross-channel Marketing: Go Mobile. Go Social. Introduction: Mobile and Social Media and Buying Cross-channel marketing is evolving from the vast number of
Choice: The new currency of commerce
Choice: The new currency of commerce Services Omnichannel will redefine retailers relationship with consumers Customers are more demanding, and more fickle, than ever Using co-channelling to embed customer
THE CUSTOMER EXPERIENCE
THE CUSTOMER EXPERIENCE PRIORITY ONE FOR CMOs IN ASSOCIATION WITH: CONTENTS Foreword...2 Introduction...3 Customer experience is the #1 priority for marketing executives... 4 Driving Growth Strategy...7
WHITE PAPER Turning Insight Into Action. The Journey to Social Media Intelligence
WHITE PAPER Turning Insight Into Action The Journey to Social Media Intelligence Turning Insight Into Action The Journey to Social Media Intelligence From Data to Decisions Social media generates an enormous
A new blueprint for HR By Francisco Puertas and Himanshu Tambe
A new blueprint for HR By Francisco Puertas and Himanshu Tambe Your business is changing at a faster pace than ever before. Has your HR operating model HR s blueprint or organizing strategy kept up? Based
New Channels Create New Growth Opportunities for Insurers. North American Insurance Distribution Survey Findings
New Channels Create New Growth Opportunities for Insurers North American Insurance Distribution Survey Findings Introduction After a period marked by disruption of the financial systems and heightened
Turning Big Data into a Big Opportunity
Customer-Centricity in a World of Data: Turning Big Data into a Big Opportunity Richard Maraschi Business Analytics Solutions Leader IBM Global Media & Entertainment Joe Wikert General Manager & Publisher
Accenture NewsPage Sales Force Automation: Empower your people
Accenture NewsPage Sales Force Automation: Empower your people 2 Understanding the market Your people are your most important business asset. But, with hundreds of staff, serving thousands of small retailers,
Redefining Measurement from Awareness to Conversion. Smart Market: Vol. 4 Data-Driven Marketing, Demystified
Smart Market: Vol. 4 Data-Driven Marketing, Demystified Redefining Measurement from Awareness to Conversion PROGRAMMATIC MARKETING & THE NEW CUSTOMER JOURNEY In today s multiscreen world, the odds that
Unlocking the opportunity with Decision Analytics
Unlocking the opportunity with Decision Analytics Not so long ago, most companies could be successful by simply focusing on fundamentals: building a loyal customer base through superior products and services.
Claims 2.0: Rethinking High Performance in Claims. White Paper. Changing Channels. Accenture Multi-Channel Distribution Insurance Consumer Survey
Claims 2.0: Rethinking High Performance in Claims White Paper Changing Channels Accenture Multi-Channel Distribution Insurance Consumer Survey Effective multi-channel distribution: the solution to an ever-changing
Understanding the impact of the connected revolution. Vodafone Power to you
Understanding the impact of the connected revolution Vodafone Power to you 02 Introduction With competitive pressures intensifying and the pace of innovation accelerating, recognising key trends, understanding
Accenture Perfect CPG Analytics. End-to-end analytics services for fact-based business decisions and high-performing execution
Accenture Perfect CPG Analytics End-to-end analytics services for fact-based business decisions and high-performing execution Moving from insights to action at speed Consumer Packaged Goods (CPG) companies
Supply Chains: From Inside-Out to Outside-In
Supply Chains: From Inside-Out to Outside-In Table of Contents Big Data and the Supply Chains of the Process Industries The Inter-Enterprise System of Record Inside-Out vs. Outside-In Supply Chain How
Digital Strategy. Digital Strategy. 2015 CGI IT UK Ltd. Digital Innovation. Enablement Services
Digital Strategy Digital Strategy Digital Innovation Enablement Services 2015 CGI IT UK Ltd. Contents Digital strategy overview Business drivers Anatomy of a solution Digital strategy in practice Delivery
Combining Lean and Agile
An Integrated Approach to Supply Chain Strategy: Combining Lean and Agile Solutions Professor Martin Christopher Cranfield School of Management Cranfield University Cranfield Bedford MK43 0AL United Kingdom
SOLUTION OVERVIEW SAS MERCHANDISE INTELLIGENCE. Make the right decisions through every stage of the merchandise life cycle
SOLUTION OVERVIEW SAS MERCHANDISE INTELLIGENCE Make the right decisions through every stage of the merchandise life cycle Deliver profitable returns and rewarding customer experiences Challenges Critical
Integrated Sales and Operations Business Planning for Chemicals
Solution in Detail Chemicals Executive Summary Contact Us Integrated Sales and Operations Business Planning for Chemicals Navigating Business Volatility Navigating Volatility Anticipating Change Optimizing
The Importance of Data Quality for Intelligent Data Analytics:
The Importance of Data Quality for Intelligent Data Analytics: Optimizing the Financial and Operational Performance of IT White Paper IT decisions are only as good as the data they re based on. And that
Industrial Automation. A Manufacturing Revolution in Automotive and Industrial Equipment
Industrial Automation A Manufacturing Revolution in Automotive and Industrial Equipment 1 Automated production, integrated end-to-end: transparent, reliable, predictable and efficient. That s the promise
Webtrends for Retail
Webtrends for Retail Revolutionize Your Customers End-To-End Experiences Across Digital Channels solution brief JAN 2013 2013 Webtrends, Inc. www.webtrends.com. Webtrends for Retail Revolutionize Your
3 Step Approach to Improving Customer Experience and Driving Engagement
3 Step Approach to Improving Customer Experience and Driving Engagement 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered
Creating a supply chain control tower in the high-tech industry
Creating a supply chain control tower in the high-tech industry Creating a supply chain control tower in the high-tech industry A supply chain control tower gives high-tech leaders the ability to create
INTELLIGENT BUSINESS STRATEGIES WHITE PAPER
INTELLIGENT BUSINESS STRATEGIES WHITE PAPER Improving Access to Data for Successful Business Intelligence Part 1: Meeting Today s Business Requirements in an Increasingly Complex Environment By Mike Ferguson
Greater visibility and better business decisions with Business Intelligence
Greater visibility and better business decisions with Business Intelligence 3 Table of contents Introduction 3 Introduction 5 Your challenge: too much data 6 Four key aspects when considering Business
Accenture CAS: Retail Execution Create stronger customer connections
Accenture CAS: Retail Execution Create stronger customer connections Understanding the market In an age of see it, buy it consumer activity, one of the biggest challenges facing today s business is shelf
Enabling Competitive Advantage in Retail with Sales Insights
SAP Solution in Detail Analytics Solutions from SAP SAP Sales Insights for Retail Enabling Competitive Advantage in Retail with Sales Insights Table of Contents 3 Quick Facts 4 Making Data-Driven Decisions
Agenda Overview for Digital Commerce, 2015
G00270685 Agenda Overview for Digital Commerce, 2015 Published: 18 December 2014 Analyst(s): Jennifer Polk Marketing is making a greater impact on, and taking more responsibility for, digital commerce.
Better Sales Leads and Conversion Rates in a 360-Degree World
Growth Services Selling Power: Better Sales Leads and Conversion Rates in a 360-Degree World Better Sales Leads and Conversion Rates in a 360-Degree World THE LEADERSHIP CHALLENGE: A WEALTH OF DATA Today,
IBM Customer Experience Suite and Predictive Analytics
IBM Customer Experience Suite and Predictive Analytics Introduction to the IBM Customer Experience Suite In order to help customers meet their exceptional web experience goals in the most efficient and
Shattering the Boundaries of HR. By Himanshu Tambe
Shattering the Boundaries of HR By Himanshu Tambe Think that attracting, developing and retaining talent is only the job of HR? Although that s the traditional view, it s no longer equal to the challenges
Cloud CRM. Scalable solutions for enterprise deployment
Cloud CRM Scalable solutions for enterprise deployment Simplicity in a complex world Finding, attracting, winning and retaining customers is the lifeblood of every business. But building a scalable, integrated
IBM Coremetrics Web Analytics
IBM Coremetrics Web Analytics Analytics to power digital marketing optimization and execution Highlights Real-time Key Performance Indicators (KPIs) suitable for marketers from finance, retail, content
DEMAND GENERATION: And The Cold Call STAR-Pro Methodology
Demand Generation DEMAND GENERATION: And The Cold Call STAR-Pro Methodology There s a new era in marketing. Did you notice the paradigm shift? Or more importantly, have you actively aligned your marketing
Using Analytics to Improve Your Interactions with Customers
Consulting Using Analytics to Improve Your Interactions with Customers By Mike McGuirk, Consulting Services Using Analytics to Improve Your Interactions with Customers The use of customer analytics across
CONTACT CENTER 09: Five Steps to a Lean, Customer-Centric Service Organization
CONTACT CENTER 09: Five Steps to a Lean, Customer-Centric Service Organization 2009 RightNow Technologies. All rights reserved. RightNow and RightNow logo are trademarks of RightNow Technologies Inc. All
SCALABLE ENTERPRISE CRM SERVICES
SCALABLE ENTERPRISE CRM SERVICES Scalable Systems Email: info@scalable-systems.com A majority of customer relationship management solutions have been designed and tested to solve yesterday's problems and
Customer Relationship Management for Chemicals. Using segmentation as a catalyst to become customer smart
Customer Relationship Management for Chemicals Using segmentation as a catalyst to become customer smart Building leaner, more cost-effective businesses has become standard industry practice for chemical
IBM Unica and Cincom Synchrony : A Smarter Partnership
DATA SHEET Smarter Commerce for Smarter Customers Today s customers are deciding when and where the buying process begins, when it ends, who will be part of it, what order it will follow and how all elements
Accenture Mobile Apps Studios: Today s need for speed and scalability in mobile app development
Accenture Mobile Apps Studios: Today s need for speed and scalability in mobile app development Accenture Mobile Apps Studios: Today s need for speed and scalability in mobile app development In the old
Mobile 360: Developing Your Comprehensive Digital Strategy
Mobile 360: Developing Your Comprehensive Digital Strategy FK Funderburke, Director, Digital Merchandising & Strategy Vivek Agrawal, Director, Mobile & Digital Display Group Russell Young, Director, Strategic
The Essential CMO Guide to an Agile B2B Marketing Plan
The Essential CMO Guide to an Agile B2B Marketing Plan Executive Brief 7600 N. Capital of Texas Hwy Bldg C, Ste 250, Austin, TX 78731 877.402.9199 Fax: 512.652.2558 Executive Brief The Essential CMO Guide
Achieving high performance in the media and entertainment industries through application outsourcing
Achieving high performance in the media and entertainment industries through application outsourcing Companies operating in today s global commerce rely on business application systems to energize supply
The Future of Applications in Retail. Three Strategies for Winning the Digital Battle
The Future of Applications in Retail Three Strategies for Winning the Digital Battle EXECUTIVE SUMMARY Can retailers applications deal with today s digital challenge? Traditional retailers are under multiple