Gartner Session Final Prez October 2012
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Transcript of Gartner Session Final Prez October 2012
Ken Maranian
VP, Product Management - D&B Direct
October, 2012
Drive Big Results with Big Data through Integrated Insight in Your Applications
Agenda
2
• Welcome
• Ken Maranian – D&B
• Darren Green – Verizon
• Q&A
Moneyball demonstrates the power of data in determining success on the baseball field
3
Business success requires actionable insight to stay ahead of the curve…
4
Natural Disasters Political Uncertainty
Economic Volatility Technological Change
…and to exceed increasing buyer expectations and demands
77% of B2B buyers will not talk to a sales representative until they have conducted independent research ~ DemandGen
8 out of 10 decision makers rely on word of mouth when making buying decisions ~ Forrester Research
60% of the purchasing decision process occurs prior to having a conversation with a vendor ~ Corporate Executive Board
55% of B2B buyers indicate that sales reps are unprepared for initial meetings ~ IDC
The digital revolution is generating an exponential growth in information
6Source: Domo
And the pace of change is accelerating, exacerbating data quality issues
7
Many companies are struggling to deal with all of this information
8
Managing data has become a major headache for many companies
9
Lack of AccessibilityData InaccuraciesOrganizational Silos
If you don’t have the right information, it is difficult to successfully manage your company
10
Executives consistently agree information is critical for improved business performance
11
Bad data impairs decision-making and significantly increases costs
12
Master your data and master your growth
So what does the optimal data management solution look like?
Integrated1
Trustworthy2
Easy to use3
You need to connect and deliver consistent and relevant data across systems
15
CRM
ERP, Risk & Finance
Identify Opportunities
Identify Exposure
Purchasing & Supply
Qualify Vendor
Target Campaigns
Marketing Automation
Easy-to-use
Easy-to-use
16
Then aggregate and deliver data from multiple sources in an automated way
Data is keptupdated and
synchronized —automatically
CRM
SCM
ERP
Rest Of World Data
D&B Database
210M+ Companies100M+ Contacts900+ Industry ReportsCompany FinancialsRiskand MORE…
and MORE….
And deliver it real-time into workflows for improved decision-making
Database Customer Application
API
The API provides a flexible, real-time, on-demand data transfer capability for easier integration into your business processes and applications
API to Customer
Receive answers
Make requests
THE INTERNET
Acquire
Find the best new prospects
Service & Retain
Better understand and manage existing
customers
Grow
Grow existing customers’ spend
Data Management and Integration Process
18
So that you can better utilize information to drive growth across the sales cycle
And capitalize on market changes with a clear view of your customers, suppliers and partners
19
Proactive Risk Mitigation
Supply Optimization
Partner Prioritization
20
D&B’s Data-as-a-Service offerings help you embed intelligence across your enterprise
Quickly enable sales reps to identify cross sell opportunities in order to retain and grow their client portfolio to increase revenue.
HP uses D&B Direct to increase sales knowledge and selling effectiveness
21
Easy-to-use
Easy-to-useInte
gra
ted
Trustworthy
Easy-to-useInte
gra
ted 360°View
Start with accurate and current data that you can rely on
Connect on-demand to the info you need –
in one place
Complete the picture with relevant context for
smarter decisions
Trustworthy
22
You can achieve better results by putting the right data in the right hands at the right time
23
Darren GreenOctober 24, 2012 – Gartner IT Symposium
Successful Customer Intelligence
Verizon Enterprise Services
25
Customer Intelligence is...The management and analysis of customer data from all sources,
used to drive marketing performance and business strategy
Customer Intelligence
Data
Analysis
Strategy
CampaignsMeasure
Technology
Skills
26
Big Data Collection Never Ends
•Company•Branch•Segment
Accounts
•Domestic•International•Products
Revenue
•Sales Rep•Sales Results•FunnelSales Data
•Campaigns•Offers•Promos
Marketing Results
Marketing Analytics
Campaign Implementation
Segmentation Industry Reporting
Email Marketing External List Analysis
Product Business Case
Wallet Share Reporting
Market Share Reporting
Customer Intelligence“Brings it all Together”
Data Analysis
External Data
• Stock Indexes• External Lists• Industry
Information• Analyst
Research• 3rd Party Data
(D&B, IDC, etc..)
• Email Addresses
• Market Trends
The Future- Unstructured
Data
27
Dirty Data Creates Analysis NightmareData issues comes from
various sources
• Duns Assignment mismatches
• Mergers/Acquisitions, etc...
• External data • Internal billing
assignments• Contact data
becoming more complex with various social network identities
Impacts many items....
• Internal propensity modeling
• Sales and Marketing buy-in
• Campaign strategies/ Contact records
• Segmentation (Sales assignment, Industry, Reporting)
• Target Marketing strategies
• Business Units
Keeps us on the run to correct....
• Modeling• Campaigns• Billing• Contacts• Reporting• Share Analysis
28
And Then How Do You Define A Customer?
Cust Id #1
Cust Id #2
Cust Id #3
Cust Id #4
Cust Id #5
•Complex Company Hierarchies•Extensive Family Trees for Enterprise companies•Multiple layers within corporate structure:•Global/Parent/Domestic Ultimate/Branches/Subs/Single•Detailed process to capture all Parent Company sites•Each HQ location is a large entity within its own structure•Merger/Acquisition (M&A) changes impact structure
Complex Company Hierarchies
•Segmentation/Account assignment to HQ Billing Location•Unique Decision Makers at Enterprise Subsidiaries•Multiple Accounts per Global Company•Detailed process to map accounts to Head Quarters•Account relationships impacted due to M&A Activity
Complex Customer Hierarchies
"Having different versions of customer data has been a common problem at companies since the introduction of the relational
database." -Customer Data Integration
29
30
Making Analytics Actionable
Campaign Delivery
Customer Analytics
Target Marketing Strategy
Customer Data
Integration
Improved Customer Modeling
CI Data
Campaign Results
Profiling
Response Rate Click Thru Open Rates Opt Out Event Attendance Sales & Oppt’y Measure Success
Distinguish between “Good” Customers and
“Valuable” ones -Customer Data
Integration
31
Key Takeaways...Successful Customer Intelligence...• Permeates an organization from campaigns
to strategic planning
• Is the hub of all customer information and makes it available across the organization
• Is central to strategic planning and provides information for core business and financial decisions
• Is supported by the data & technology necessary to generate strategic customer insights
• Focuses on the information and tells the story on behalf of the customer
Requires...• Strong support at the executive and C-level, aligned
metrics and goals as well as designated CI professionals with clear roles and responsibilities
• Understanding of the customer across the organization as well as a clear strategy that outlines what the company is trying to achieve
• Going beyond standard metrics and looks for new and innovative ways to harness data
• A centralized customer database that captures all transactional and behavioral data to create a clear view of the customer
• Working alongside all marketing groups to support customer oriented strategies and maps them to tactics and execution