THE ANALYTICAL MARKETER

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1 C o p y r ig ht 201 6, SAS In sti tute In c. Al l r ig hts r ese rve d. THE ANALYTICAL MARKETER H O W T O T R AN S FO R M Y O U R M AR K E T IN G O R G AN IZAT IO N AD E L E S W E E TW OOD H a r v a r d B u s i n e s s R e v i e w P r e s s

2 2017 Trends in Marketing A sampling Customer Experience balance with growth. Artificial Intelligence, Machine Learning Visual Content Marketing Influence Marketing Embrace the Internet of Things (IoT) Increase use of Mobile ad blockers Focus on customers desired outcomes Beyond campaign to engagement Digital-first approach to marketing Chatbots will become the norm Programmatic Advertising will rise GDPR General Data Protection Regulation Forbes, The Top 10 Trends Driving Marketing In 2017, October 2016 Forrester, Get Ready for the B2B Marketing Renaissance, August 2016 Forbes, 13 Marketing Trends for 2017, January 2017 Social Media Today, The Hottest Digital Advertising Trends, March 2017

3 The Channel & Device Explosion

4 The Technology Explosion

5 Decision Journey Evolution of the purchase decision is complete before a customer even calls a supplier. of the buyer s journey is now done digitally And most of the journey is mobile

6 Web Events DM Media Mobile Direct Sales Social From Channel-focus Programs Offers Actions Engagements Merchandizing Mailers Ads Pitches

7 To Customer-Focus Events Media DM Social Web Mobile Customer-defined Messaging Direct Sales

8 Our Approach Mind-set From reactive to proactive Talent From art to art & science Structure From silos to convergence Leadership From responsive to agile

9 Customer Journey Mind-set I am evaluating a short-list of vendors and will make a selection. I am buying the solution. I am extremely satisfied and want to recommend it to others. I am researching solutions. Acquisition Retention I am using the software and want to experience its full potential. I have a business challenge I need to solve. I am implementing the software.

10 Challenge Solution Navigating The Complex Customer Journey Mind-set Situation Ever-increasing level of contact points for customer interaction Modern analytical tools that translate key metrics into actionable insights Consistent messaging across all contact points in the customer journey Ability to react fast, test and implement activities Desired Outcome

11 Marketing Functional Framework Structure Marketing Shared Services Alignment and Collaboration Go-to-Market Communications Content Marketing Digital Marketing and Social Media Reference Development & Mgmt. Marketing Sciences, Operations, Reporting and Analytics Logistic & Event Planning Customer Contact Center Customer

12 Content Framework Structure Content Strategy Aligned to audience & journey Planning Relevance Content Creation Clear Purpose Collaboration Versatile Design Governance On Message Curation Performance Content Marketing Channel Ready Focus Amplification & Placement Integration with Go-To-Market

13 New Roles and Skills Talent Marketing Sciences Data Visualization Analyst Segmentation Analyst Data Scientist or Architect Shared Services Go To Market IT Business Partner Content Marketer Digital Marketing Specialty Client Manager Orchestrator Social Media Marketers Sales Skills Social Media Savvy Storytelling Style Process Design Skills Data & Analytics Knowledge Domain Expertise Collaboration & Exceptional Communication Creativity Tenacity

14 Competency Center & Network Models Talent L E A D S P O N S O R Domain Expert & Trusted Advisor Strategy & Facilitation Fosters innovation & adoption M E M B E R Expertise, Interest, or Aptitude Active & accountable Champion Advocate Governance Inspiration

15 What does an Analytical Leader Look like? Leadership Change Agent Technically Savvy Provide Clarity & Vision Authentic Decisive Risk Taker Storyteller-- Tell your story with data & analytics Build your guiding coalition.

16 Strategy for Reporting & Visualization Leadership Monitor metrics. Forecast impact. Inspire action. Simulate scenarios. Standard Reports Drill Down Statistical Prediction For All Marketers Consistent Definitions & Business Rules Marketing Dashboards Marketing Pipeline Impact Demand Generation Quality Pathing, Modelling, Attribution

17 C o p y r ig ht 201 6, SAS In sti tute In c. Al l r ig hts r ese rve d. Examples from our Journey

18 Customer Retention & Loyalty Title: Customer Best Friend Analysis What: Scores and Analyzes customer behaviors and determines which behaviors are most highly correlated. Value: Groups customers engagement categories and identifies trends. Keep your best friends and find more of them. Identifies opportunity for crosspromotion and service offerings.

19 Contact Center Performance Title: Contact Center Workload Report What: Reports on overall inbound customer interactions by channel. Value: Provides insight into which inbound channels are driving the most volume. Channel frequency and engagement data. Drives decisions about resource alignment to channel.

20 Pathing Analysis Title: Happy Path Analytics What: Lead Lineage report and pathing to outcomes. Value: Provides insight into the mix of channels and actions that are driving the most conversions and leads. Impact on website volume and performance Conversion quality and potential. Influences lead scoring model development.

21 Quality over Quantity Title: Lead Scoring Analysis What: Scored leads versus business rules based lead passing. Before After # New Direct # New Direct/ # New Direct # New Direct/ # Leads # Leads Opportunity # Leads Opportunity # Leads 41,347 1, % 28,470 1, % Value: Allows us to evaluate the quality of our journey or behavior based marketing Monitors quality output as compared to a volume based approach

22 Digital footprint Title: Digital Footprint What: Reports on the Customer s Digital Behavior (web page views, online and offline registrations, s sent and clicked). Value: Provides real-time insight into customer behavior to both sales and marketing. Data is also used to improve lead scoring models.

23 Lead Distribution Across Sales Pipeline and Revenue Impact What: Reports on lead flow and pipeline impact. Value: Provides insight into marketing s impact on pipeline and revenue across segments. Are we tracking to our overall pipeline and revenue impact goals. Overall return on marketing investment.

24 Customer Examples

25 More effective offers 137% rate of return We did a financial analysis and we found that we were getting a rate of return of 137%. That's about as much of a slam dunk as you're going to see. Jim Foreman Director of Circulation and Analytics

26 55% increase in marketing program profitability 484% rate of return "We want to deliver a consistent experience across all channels. Now we can offer our customers the specific products and services they actually need. Michael Mandel Divisional Board Member Private Customers

27 Where to start Evaluate-- Know where you stand from an analytical perspective Nurture Relationships Build a guiding coalition of change agents; share the stories Embrace Change Drive action, design pilots, align objectives, and celebrate wins C o p y r ig ht 201 6, SAS In sti tute In c. Al l r ig hts r ese rve d.

28 For Marketers, analytics is the basis of our storytelling and brings life to the data. ~Adele Sweetwood Obrigado, Thank You! LinkedIn: