The Fragmented Marketing Ecosystem

Jeremy A RobertsWW Program Lead, Customer Analytics, IBM

1. Do you have a business intelligence or analytics team dedicated just to marketing and ecommerce?

2. Do you know how your customer’s experience has changed over the past year and have you adjusted to that experience?

3. Do you feel that the data/KPIs is actionable or does is just create more questions?

4. Do you feel that you have a view of the channels and pathing used by those customers?

5. How long does it take for your team to identify ecommerce or marketing data within your KPIs so you can take action?

TIME

Amount of Data

The Rise of the Marketing Stack

Rise of the stack

% of unused data ↑

Rise of the stack

Is the Rise of the Marketing Stack Causing a Surplus of Unused Data?

TIME

Amount of Data

Rise of the stack

Point of diminishing return

The Fragmented Marketing Ecosystem

TIME

Amount of DataAmount

of Unused

Data

% of unused data ↑

Rise of the stack

Point of diminishing return

The Fragmented Marketing Ecosystem

TIME

Amount of DataAmount

of Unused

Data

% of unused data ↑

Integrated Marketing

Technologies

Source: Gartner, Customer Experience Emerges as the Marketers’ Next Battlefield; eConsultancy: The Consumer Conversation

9

Organizations are fragmented → Data is fragmented → Data is not integrated

making it difficult to understand what is happening across channels@ www.

mobile email marketing web content social direct mail

Lack of Marketing Data Integration Bad Customer Experience

My Story

12

1. Did not have the right tools and technology to offer a modern day customer experience.

13

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

14

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.

15

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.

4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.

16

1. Did not have the right tools and technology to offer a modern day customer experience.

2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.

3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.

4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.

5. Still looking for that single ”silver bullet” tool that will do everything and solve their problems.

Does your data accurately tell you the performance of your marketing programs on a

daily/weekly basis?

Can you tell me the marketing channels that your customers most frequently interact with and what

their experience was with each?

Do you trust the data you are given? And Why?

I have people skills!

I’m good at dealing with people!

Tom Smykowski

Digital transformation at the center of every strategy

Digital drives a new demand on customer intelligence

You used to build it and hoped they came

Now you have to reach them even when they are not looking

You have become omnichannel

You just changed your tactics… but did it really change anything?

Your business changedBut do you really understand how it’s changed?

This is the result when nothing changes…

Build an integrated platform for customer intelligence irrespective of where you start

The integration only has value if the tools can pass data to each other and speak the same language

Digital Analytics

Behavior Analytics (Tealeaf)

Journey Analytics

Customer Experience Analytics

Universal Behavior Exchange↑ ↓

IBM Marketing Cloud

IBM Commerce Cloud

3rd Party Marketing Technologies

Universal Behavior Exchange↑ ↓

8 Key Lessons Learned

Building success takes patience and effort

from the entire team

Consistently run an audit of the

marketing tools, data & analytics, and marketing agility

Continually track your customer’s journey and shift your marketing mix to focus on the customer

experience

Try to simplify the messaging across your channels and

create a streamlined funnel experience

Be able to use your left brain + your right brain, it’s not just about KPIs but about their customer experience

YOU!(the Marketer)

Marketing Channels

Business Intelligence

ITFinance

Management

Take control of the data, and create a

Center of Excellence around YOU!

Need to identify the metrics that

drive business success… the core metrics and not high level channel

metrics

If you change the way you look at

your data, the data you look at

changes

Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsWebsite: jeremyaroberts.com

Learn More about Customer Experience

Analytics from IBM

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Jeremy A RobertsWW Program Lead,Customer Analytics

IBM