Matt Mobley Chief Marketing Technology Officer

Transcription

1 Technology Infrastructure Matt Mobley Chief Marketing Technology Officer

2 Here is what we have talked about so far. Segment Strategy Customer Strategy Portfolio Strategy Program Strategy These strategies are then translated into actionable media and channel plans that result in highly personalized, targeted experiences What data, systems, tools and technologies will be necessary? Infrastructure Media Planning Experience Delivery Targeting & Personalization Experience delivery performance is continuously attributed across media and channels which, in turn, drives optimized budget allocation Financial Management Measurement & Attribution Budget Allocation Channel Planning Financial management informs customer strategy and experience delivery decisions as a closed loop process Organization How do we organize and what capabilities and business processes will be necessary? 2

3 The Connected CRM Framework (CCF) Segment Strategy Customer Strategy Portfolio Strategy Program Strategy These strategies are then translated into actionable media and channel plans that result in highly personalized, targeted experiences What data, systems, tools and technologies will be necessary? Infrastructure Media Planning Experience Delivery Targeting & Personalization Experience delivery performance is continuously attributed across media and channels which, in turn, drives optimized budget allocation Financial Management Measurement & Attribution Budget Allocation Channel Planning Financial management informs customer strategy and experience delivery decisions as a closed loop process Organization How do we organize and what capabilities and business processes will be necessary? 3

4 4

5 Here is how we segment the landscape Known Anonymous Non-Interactive (Offline) Interactive (online)

6 Where most organizations are struggling Known Anonymous Interactive (online) Digital Data Exchange DMP Master Data Management Non-Interactive (Offline) Today s Marketing Databases

7 Here is how we view the world Known Anonymous Interactive (online) Digital Data Exchange Interactive Marketing Platform DMP Master Data Management Non-Interactive (Offline) Today s Marketing Databases Marketing Data Warehouse

8 Here is how we view the world Known Anonymous Interactive (online) Interactive Marketing Platform Connected CRM Platform Non-Interactive (Offline) Marketing Data Warehouse

9 Technology Infrastructure Key Foci Integrate all platforms across known & unknown and non-interactive & interactive Be able to facilitate data and decisions in both the interactive and non-interactive environments Embed analytics in all environments Solve for Identity and Experience to enable better marketing Understand the known and unknown worlds

10 The 6 Core Infrastructure Capabilities There are six infrastructure capabilities that enable ccrm execution and support client needs as they evolve over time. The capabilities are enabled by enterprise class technologies and embedded analytical frameworks and processes to support relevant consumer interactions and drive impactful marketing results. Connected profile of consumer data Longitudinal view of interactions Insights platform for performance tracking Cross-channel marketing mix enablement Personalized experience enablement Centralized user access console Ability to source, capture, cleanse, link, and integrate all data in the organization's CRM data strategy and recognize prospects and customers at point of interaction regardless of the channel or media Ability to understand the sequence of consumer engagements for insight into cross-channel attribution and to support media and channel targeting recommendations Ability to make the enterprise s information assets available and part of normal business operations with access to the right level of data, to the right users, and with the right tools to enable ccrm decisions Ability to make informed decisions regarding marketing mix optimization and implement actions that improve ccrm performance through holistic marketing mix management Ability to support all interactions and make decisions across campaigns regarding consumer level offers, personalization, and delivery regardless of channel or media The ability to make ccrm platform accessible for configuring inputs for marketing actions and monitoring outputs for driving decisions around ccrm marketing execution 10

11 Connected profile of consumer data Alias: MarketableDig Name: Anonymous IP: Address: Unknown Cookie: 49526F636B DOB: Unknown Phone: Customer, prospect, and event stream data is connected, delivering comprehensive view utilizing 1 st, 2 nd, and 3 rd party data in a standard data model.

12 Connected profile of consumer data Alias: MarketableDig Name: Tom Malthus IP: Address: 1001 Semblance Dr. Cookie: 49526F636B DOB: Phone: Customer, prospect, and event stream data is connected, delivering comprehensive view utilizing 1 st, 2 nd, and 3 rd party data in a standard data model.

13 Longitudinal view of the experience A time-sequenced view of the consumer s interaction with the brand, enabling the brand to understand and impact the customer experience moving forward. DM Delivered 2/1/2012 Shown Display Ad 2/2/12 3:05pm Calls 800# Requests Info and gives 2/2/12 3:06 pm Sent 2/2/12 5:05pm Opens 2/2/12 9:30 pm Clicks Branded Paid Search Ad 2/6/12 9:00 pm Completes Quote on site 2/6/212 9:15 pm User Event Table User ID Date Time Event ID Event Desc /1/2012 DM437 DM Delivered /2/2012 3:05 pm DI9076 Display Impression /2/2012 3:06 pm CC068 Inbound Call Center /2/2012 5:05 pm EM087 Sent /2/2012 9:30 pm EM088 Opened /2/2012 9:30 pm EM089 Clicked /6/2012 9:00 pm PS674 Clicks Paid Search /6/2012 9:15 pm Q8740 Completes Quote Event Meta Data Event ID EM088 Creative Offer Product A2346 Insurance you can count on OI92365 $14/Mth for $25K Coverage P978 Term Life

14 If I solve for identity and experience, I can Understand whom I am speaking with Attribute the behaviors Personalize and optimize the experience Movers & Shakers Family Matters Mature Planners Passives Loners

15 Marketing Data Warehouse The traditional marketing database is here to stay, but it needs to adapt Connected Recognition (cr) The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with a brand: Event Stream. Standardize Hygiene Link Event Stream Identity Map Media Data Hub Compiled Event Stream Model Attribute Analyze Visualize Customer Performance & Portfolio Management Insights Platform The core analytics capabilities to provide insights to drive marketing strategy. Identity Attributes Connected Identity Data Insights Marketing Database The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management. Customer Data Warehouse Marketing Management Marketing Automation Offline Event Management Ingest more digital data: Social Site Display Mobile Promotion history must become consumer experience The definition of identity needs to expand Embedded analytics Better connection to the digital world through improved data sharing paths

16 Analytics Platform Platform is built with embedded, integrated analytics and visualization technologies to seamlessly enable insight-driven decisioning. Decision Management Business Rules Testing Optimization Attribution and MMO enablement Centralized measurement platform Segmentation management Standardized scoring frameworks Scenario planning and forecasting Analytics automation Interactive Platform (IMP) cr CRM Database (CDW) 16

17 Decision Management Underlying technology architecture supporting channel-specific technologies enabling consistent, personalized customer experience across touchpoints. DM EM Agent Display Search Social Mobile Site CC File delivery - latent Channel-specific interface Campaign Feed Interactive Conductor Batch Lists Web Service API Insights Data Decision Services Insights Data Decision Management Business Rules Testing Optimization Interactive Platform (IMP) cr CRM Database (CDW)

18 ccrm Functional Reference Architecture Media / Channel Specific Applications Data Insights Data Services Web Service API Pixel Marketing Rules Engine Decision Engine Machine Learning Decisioning The deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with a machine learning layer that is able to systematically fine tune rules and algorithms. User Access Console Data Audience Data Anonymous Individual Identity Attributes Connected Recognition (cr) The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with a brand: Event Stream. Identity Attributes Known Individual Data Connected Identity Standardize Hygiene Link Event Stream Audience Management Identity Map Connected Identity Function Analysis & Visualization Media Data Hub Compiled Event Stream Marketing Database Data Exchange Data Data Insights Data Management Platform (DMP) A Data Management Platform for anonymous and identified audiences and individuals from both the digital and traditional marketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide data and insights for execution of the marketing activities. Insights Insights Insights Platform The core analytics capabilities to provide insights to drive marketing strategy. The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management. Model Attribute Analyze Visualize Customer Performance & Portfolio Management Customer Data Warehouse Marketing Management Marketing Automation Offline Event Management

19 TECHNOLOGY INFRASTRUCTURE SESSIONS 10:20am 10:50am Financial Services Technology Enabled Marketing Intelligence (Live Oak) Will Bordelon, SVP, Banking & Finance Practice Leader, Merkle Pete Rogers, VP, Technology Solutions Group, Merkle 10:20am 10:50am How to Obtain a 17:1 ROI Using a Next Evolution Approach to Global Data Quality (Cypress) Evan Kent, VP, Global Customer Retention, Schneider Electric Chandos Quill, VP, International Data Solutions Group, Merkle 10:20am 10:50am Analytically Driven Data Sourcing & Optimization (Dogwood) Willy Sennott, Sr. Dir., Business Analytics & Research, People to People Ambassador Programs Ozgur Dogan, SVP, Data Solutions Group Leader, Merkle 19

20 Thanks Matthew Mobley Chief Marketing Technology Officer Merkle