EMPOWERING MARKETING. Chandra Stevens. Powering the future of people-centric marketing. Director, Microsoft Marketing Solutions.

Transcription

1 EMPOWERING MARKETING Powering the future of people-centric marketing Chandra Stevens Director, Microsoft Marketing Solutions Mobile Workforce Big Data Cloud Computing Social Enterprise Privacy and Security

2 Great marketing is customer-centric The shift to buyer-driven everything The power to the people phenomenon is displacing brand-centric strategies in favor of buyer-driven everything. Gartner Inc., Dec 2013

3 The future of marketing Customer-centered personalized marketing Customer-Centered What if your marketing could be valuable to the consumer and help them move along the customer lifecycle? Personalized What if you could make every piece of content you share with consumer personalized to them? Integrated What if you had one solution for all your media targeting and content optimization? Broadcast, Digital, Social all working together Optimized What if your marketing was automatically working to help you achieve your goals? When brands place the consumer at the center it not only creates a better experience for consumers, it increases return for the brand.

4 19% of Uplift in sales for marketers who are personalizing their Web experiences econsultancy % online consumers get frustrated with Web sites when content appears that has nothing to do with their interests. Harris Interactive, 2013 How are you activating around your customers? The X factor for marketers is to gather and use the right type of data to manage customer experiences and make them exceptional in a very chaotic environment. Yvonne Genovese, group vice president for Gartner for Marketing Leaders

5

6 The saying vs. doing gap B2C: Just 28% [of marketers] centralize customer data from across channels to create a single record for the customer, despite their desire for a 360-degree view of customer-brand interaction. - Relevancy Group, June 2015 B2B: While 83% of marketers say creating buyer-centric is a priority, only 23% claim to be at an advanced state of this transition - Sirius Decisions, 2015

7 What Answer: is holding Digital us Complexity back? Too many tools Too many silos Too much data Not enough implementation of the data The biggest challenges with personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%). Forrester, 2014

8 Current state of industry marketing solutions Microsoft marketing solutions

9 We must get systems to work together Search Video ; Product Development CRM Check out Ad Server Mobile POS Same Day Recommendations Social ERP to drive personal 1-to-1 marketing

10 Bridging the digital complexity divide Microsoft is leveraging our history in IT to empower marketers to deliver the future of people-centric marketing.

11 How do you make the shift to customer-driven everything? 11

12 People-centric Open to possibility Decision to change Evaluating Shopping Experiencing Consumer Decision Journey

13 Multiple marketing opportunities to engage How are you reaching your customers along the journey? Evaluating Shopping Experiencing Open to Possibility Decision to Buy or change Smart segmentation Data integration Demand forecasting Social listening Predictive modeling Ad targeting Predictive notifications Campaign management Next best offer Attention metrics Churn analysis

14 Powering people-centric marketing CUSTOMER EXPERIENCE Innovate and deliver personal experiences MARKETING INSIGHTS Bring your customer into focus MARKETING PRODUCTIVITY Market at the pace of your customer DIGITAL MARKETING Engage your customers across all their channels All powered through a trusted, flexible cloud platform

15 Marketing Insights Bring your customer into focus ASSESS Product Performance Product Planning Demand Forecasting Purchase Algorithms MEASURE Campaign Effectiveness Data Source Integration User Path Views Social Listening POWER Customer Analysis Machine Learning Smart Segmentation Churn Analysis

16 MediaCom boosts campaigns with insights The fact that Power BI is part of Office 365 is tremendous. All our people know Excel. With BI built on top of it, we don t have to train them on anything new. - Lowell Simpson, CIO, MediaCom

17 18

18 Pier 1 engages customers through insights With the Microsoft Cloud we are able to quickly upload our data ask the questions, get the insights and then operationalize that data. Andrew Laudato, Senior Vice President & CIO, Pier 1 Imports

19 20

20 Improve paid search programs with marketing insights Challenge Improve keyword positioning to increase paid search ROI Strategy Optimize long tail keyword placements with BidProfit, which uses Azure Machine Learning Results 140% increase in clicks with only a 12% increase in CPC A tool developed and deployed in only one day outperformed existing big management algorithms

21 Microsoft Customer Data Platform Analytics Visualization Tools Recommendation Engine Optimization Platform Data Management Cloud Solutions On Prem Solutions Marketing Segmented Cloud Collaboration Productivity Enterprise Social Presentation Media Targeting DSP Display SEM Campaign Creative Website Social Display Listening Social Search Creative/Project Management Design Development Video Production LOB/CRM CRM Retail Mobile/Location Video Broadcast Programming Ecommerce Broadcast Print Segments Mobile Campaign Demographic Data Resource Management Timeline Management Social CRM Paid Social Asset Management Digital Asset Management (DAM)

22 Marketing Productivity Market at the pace of your customer COLLABORATE Around the Globe Secure, Global Asset Access Online Document Editing Private Social Networks IMPROVE Speed to Market Real Time Collaboration Multi-Platform Development Instant Syncing & Sharing DESIGN Modern Campaigns Automation & Targeting Multi-Channel Content Tracking Social Marketing & Analytics

23 Tesco empowers their workforce [Office 365] will allow our colleagues to engage with each other and deliver an optimal shopping experience on any channel, as well as encouraging colleagues to share, re-use, and reward ideas and expertise. Mike McNamara, CIO, Tesco

24 25

25 Personalized & Trending Content Office Delve View marketing content that s relevant to you Surface personalized content based on you're marketing projects and what's trending around you.

26 Pier 1 Imports

27

28 Storyboarding with Office Sway For telling a story Sharing an idea or vision Real time collaboration Straw man campaign development

29 Empowering Campaign Content Calendaring Be An Engineer (6 week campaign) o Website launch: Jan. 7 Responsible: Advertising digital lead Owner: Advertising Interested parties: Digital comms o YouTube launch: Jan. 11 Responsible: Social & Advertising lead Owner: Advertising & brand Interested parties: Digital comms o Advertising digital launched: Jan. 12 Responsible: Advertising Owner: Advertising Interested parties: All o Website homepage launched: Jan. 12 o Advertising television launched: Jan. 14 Responsible: Advertising Owner: Advertising Interested parties: All

30 NSU MULTI CHANNEL ENGAGEMENT No. of direct mail pieces Nova Southeastern University handles 1.5M After implementation, staff required to handle workload

31 Drive brand consistency NSU Nova Southeastern University Marketing project information was scattered and inconsistent, making campaigns difficult to execute and to analyze. there is tremendous value in being able to easily communicate upward and outward to the people who use our services. Implemented and drove 15% increase in employee productivity

32 Digital Marketing Engage your customers across all their channels Deliver Multi-Channel Content Multi-OS App Notifications Global Video Streaming Localized Global Site Hosting Tailor Customer Touches Trigger-Based Nurturing Personalized Content Multi-Channel Journeys Drive Campaign Impact Visual Campaign Design Real-Time A B Testing Contextualized Social Insight SOLUTION OFFERINGS Campaign Sites Mobile Experiences SERVICES OFFERINGS Digital Marketing & Dynamics CRM Data Visualization Content Across Channels Web Mobile Media CDN 33

33 Campaign Sites Rapidly consolidate disparate hosting solutions Increase security and decrease management time Track omni-channel campaigns in one dashboard Find insights that drive campaign improvement

34 A new approach Azure Machine Learning Azure App Service Dynamics Social Engagement Google Analytics Bing Ads Intelligence Meet Launch Understand your customer View campaign performance Get optimization recommendations

35

36 Integrated Agile Marketing Reduction 60 % In time to campaign launch

37 Heineken enables global brand engagement Azure didn t let us down. More than that, it gave us a way to assure senior management that we could support this massive, global campaign. Lennart Boorsma, Heineken Digital Marketing Manager

38 Digital Asset Management Large file management capabilities Scalability only Azure provides Ability to stream assets to multiple locations Preview a verity of file types inside of the HTML 5 interface

39 McDonald s builds loyalty with personal marketing What started as a successful brand app for McDonald s Sweden, now is a mobile brand platform serving digital experiences to millions of users in 5 different countries. [It is] building loyalty and relationships that moves us from Mass McDonald s to My McDonald s.

40 41

41 In only 5 weeks McDonald s saw outstanding growth Reach 10 % Of the Dutch Population Download the App. Use Sales 2.1 % 47 % Of all McDonalds Customers used at least one mobile coupon Increase in tray value for customers using mobile coupons #worklikeanetwork

42

43 Using Social for Value Creation Measuring digital asset management effectiveness Brand Affinity Satisfaction Sales Influence Educate Combine with customer service data for a full customer satisfaction analysis

44 Volume Visualizes the number of posts over time. Results are based on significance, not only on volume. See the breakdown by volume of the top five categories. Choose any category to see the top five topics within that category. Shows which sources are driving the most discussions and also the trend value.

45 measure

46 Social Engagement Beyond Sentiment Power Bi Demo at Conference 4 Attendee tweets From prospect to lead 47 To sales call connected via LinkedIn

47 48

48 Building Marketing Communities 49

49 50

50 Customer Experience Innovate and deliver personal experiences CREATE your own customer data management platform Open & Flexible Platform Mixed Data Integration Global Availability & Elasticity HARNESS the value of the Internet of Things Stream Analytics (Devices) Reliable & Secure Telemetry Mass Data Scale On Demand DELIVER relevance through data-driven immersive experiences Customized Brand Interactions Targeted & Dynamic Content Recommendation Algorithms

51 Virgin Atlantic creates immersive multimedia experiences [Microsoft] spent about a month with us, understanding our customers, traveling with our customers, and really getting to the heart of us. Debbie Hulme, Head of Customer Experience, Virgin Atlantic

52

53 1 story, evolved across 13 touch points Departure service Scents Tablet games On-board service Track Santa Chat to Santa Santa Cam Santa AR Projections Santa Prize draw follow up Following festive magic Follow on digital media

54

55 On-board lean in engagement On-board engagement Tablets activated Personal devices used Two-way interaction

56 Continuing the story Delivered Click through rate Opened Engagement growth, % higher than benchmark Core content engagement

57 Are you taking the right steps to understand & serve your customers better? How can you deliver more personal customer experiences? Personal offers that are always relevant and timely Connected conversations across all journey touch points Responsive marketing campaigns executed at the pace of your customer

58 Get to know Microsoft in marketing MARKETING INSIGHTS Microsoft platforms and services are empowering marketers to deliver the future of people-centric marketing CUSTOMER EXPERIENCE DIGITAL MARKETING MARKETING PRODUCTIVITY

59 Thank you Gracias Obrigado

60 #latamcxoforum join the conversation

61 APPENDIX

62 63