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Transcript of The benefit and output of marketing & it collaboration in today's dynamic business and consumer...
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IT and Marketing Partnership
September 25, 2013
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The benefit and output of marketing & IT collaboration in today’s dynamic business and consumer environment
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Achieving fast, ACTIONABLE data requires teamwork
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Marketing and IT often have very different ideas about the best way to benefit a fast moving business
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Coming to an effective meeting of the minds is not an easy thing to do in order to achieve meaningful business improvement …..too often, both sides end up working against each other; not in cooperation
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An effective IT and Marketing partnership drives a highly successful business heavily dependent on seasonal buying patterns and repeat business from
existing customers.
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Understanding the customer and building loyalty is an essential part of driving that success
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The kind of data they gather from customers, about customers and across social channels forms the critical underpinning of all marketing actions.
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That means the gathering of data and the analysis of that data greatly shapes its fundamental ability to effectively market its products and services.
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What are the critical success factors for forming the ideal Information Technology and Marketing partnership?
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We will provide a few tips, techniques and frameworks that will allow you to drive your business forward by breaking down the barriers that often get in
the way.
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Lets Get Started!
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What is the role of marketing?
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers
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Changing Demographics
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Source: www.About.com – Generation X & Y – Traits and Characteristics – April 2013
Consumer Landscape
Silent Generation
(66+)
Baby Boomer
Generation
(47 – 65)
Gen X
(35 – 46)
Gen Y Millennials
(17 – 34)
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Smaller Families
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More Government Regulations
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Fluid Technology
iPhone - > Samsung Facebook - > Instagram
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Fierce Competition
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Fierce Competition…
Fierce Competition
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Fierce Competition
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Casual Environments
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Fresh, Flavorful Menus
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Consumer Behavior
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Digital Marketing: the use of electronic devices such as computers, tablets, smartphones, mobile phones
and digital channels such as web, email, social, search and mobile to engage with consumers and drive sales.
Technology
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What is the role of IT?
IT Business Enabler
Provides high-performance, reliable, and
scalable solutions
Protects consumer and company data
Ensures Supportability
•Technology and skill set alignment
•Operational Management
Implements cost effective solutions
(ROI & TCO)
Data Governance
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What’s important for IT…..
What are we trying to accomplish?
Who is the intended user?
How will they use it?
How will they access it?
Are there business requirements?
When do you need it?
What’s the Budget?
How can we secure it?
How can we deliver it?
How will it integrate?
How can we measure it?
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The Problem Different Agenda
Personnel
Strength Gaps Development Lifecycle
Delivery Model
Problem
So, what can happen?
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The Problem
Rogue IT
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How does the collaboration start?
Business Process Methodology
Relentless Focus on the Customer
Partnership and Team work
Executives
Teams
Strategic Alignment and Shared Goals
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IT Work Selection Process
Project Enablement
Process
IT Solutions – Keys To Success
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Indentify Business Owner
Identify Stakeholders
Develop Business
Case
Present to IT Committee
Gain Alignment &
Approval
Schedule & Resource
IT Solutions – Selection Process
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Understand the Business Need
Identify the objectives
Prototype and Design solution options
Gain Alignment
Develop
IT Solutions – Enablement Process
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IT & Marketing Examples
Precision
Decision
Tactics Segmentation Commerce
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Problem
• Customer Data solutions done in vacuum
• Data inconsistency with other data sources
• Business Rules unclear
• Not managed by IT Data governance
• Inefficient Process / Data model
• Not supportable / Limited visibility
Solution
• Integrated into company Data Warehouse
• Clearly defined Business rules
• Single source of Truth
• Data Governance Alignment
• Enterprise visibility via Business Intelligence Platform
Precision Decision
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Precision Decision
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CMO DashBoard
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Tactics
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Problem
• Customer Data solutions done in vacuum
• Data inconsistency with other data sources
• Business Rules unclear
• Not managed by IT Data governance
• Inefficient Process / Data model
• Not supportable / Limited visibility
Solution
• Integrated into company Data Warehouse
• Clearly defined Business rules
• Single source of Truth
• Data Governance Alignment
• Enterprise visibility via Business Intelligence Platform
• Spreadsheet Report
• Timely to Produce
• Inaccurate/ Inconsistent Results
• No Data Governance
• Limited Enterprise Visibility
• Leveraged Enterprise Reporting Platform
• Automated Real-time Processes
• Data Governance Alignment
• Enterprise Visibility with Drilldown
• Known as “The Easy Button”
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Offer Tactics
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Reporting
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Segmentation
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Problem
• Customer Data solutions done in vacuum
• Data inconsistency with other data sources
• Business Rules unclear
• Not managed by IT Data governance
• Inefficient Process / Data model
• Not supportable / Limited visibility
Solution
• Integrated into company Data Warehouse
• Clearly defined Business rules
• Single source of Truth
• Data Governance Alignment
• Enterprise visibility via Business Intelligence Platform
• Multi-Step and Long Running
• Business Rules Undocumented
• Supportability Nightmare
• Inaccurate Results
• Enabled Process in Data Warehouse
• Well Documented Business Rules
• Leveraged Automated ETL Tools
• Data Governance and Accuracy
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Segmentation / Target Marketing
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Commerce
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Problem
• Customer Data solutions done in vacuum
• Data inconsistency with other data sources
• Business Rules unclear
• Not managed by IT Data governance
• Inefficient Process / Data model
• Not supportable / Limited visibility
Solution
• Integrated into company Data Warehouse
• Clearly defined Business rules
• Single source of Truth
• Data Governance Alignment
• Enterprise visibility via Business Intelligence Platform
• “Rogue IT” - Personalized Store Website
• 67 Store Pilot
• No Integration
• Very Expensive
• Impossible to Support
• Developed In-House Solution
• 5 store Pilot / Now Company wide
• Complete Integration (Pricing/Tax)
• Very Cost Effective
• Supported through existing processes
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Commerce / Virtual Store
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Tips
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• Understand the business need
• Identify the objectives of the output
• Diagnose the problem/solution
• Implement a process • Execute • Measure
• Role of BI • Micro Strategy • Virtual Stores • Ecommerce • Campaign Management
(CRM) • IT Committee • Business Case • IT Champion/Project lead • Servant Leadership
(survey’s conducted)
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Thank you
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