Enterprise Marketing. Copyright 2009, SAS Institute Inc. All rights reserved. Norman Webb Practice Manager, EMEA Customer Intelligence Practice

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1 What we see in the world of Enterprise Marketing Norman Webb Practice Manager, EMEA Customer Intelligence Practice

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4 Global Stock Market Indices

5 Consumer Confidence (EU ESI)

6 At the same time, other changes to deal with...

7 Which brings with it the need to consider... Ever increasing volumes and types of data Options for exploiting new channels The correctness and consistency of offer Timing the offer to meet business and customer requirements PLUS : The opportunity to get things badly wrong!

8 Most important of all The Consumer. Control Confidence Attitudes Choices Expectations Tolerance TRUST!

9 Challenges for Marketing Do better with less (budget / resources) Build more accurate view of customer behaviours / needs Be where the customers are or expect you to be Reduce the noise / clutter that is increasingly being resisted Increase expertise in Message accuracy / timing Manage blurring of ATL / BTL capabilities Select channels based on customer acceptance as well as cost effectiveness Shift from tactical ti to strategic t Continue trend to reduce inappropriate marketing actions

10 How is SAS responding to these challenges? It s not just about more technology Different Organisations have different needs: Market maturity Business opportunity Competence and Capability Competitive landscape Practical exploitation of analytics to improve business performance Actionable Intelligence

11 SAS S Vision: so Strategic Marketing Management How do we understand how customers are behaving online and apply that to our marketing programs? What s the best deployment of marketing budgets across both ATL and BTL programs and how do we manage it? Management What is the optimal and most flexible customer Multi-Channel communication strategy across all our segments? Customer Lifecycle Management advantage Competitive How do we optimise marketing processes, resources and assets in a rapidly changing g consumer market? Customer Data Management Marketing Programme Management Customer and Campaign Reporting Customer Value Management Marketing Operations Management How can I structure customer communications to meet business objectives? Who are my customers and how can I target them? Degree of intelligence On-Line Intelligence How should we manage customer relationships for maximum value? How are we doing? Operational Marketing Accountability

12 Marketing Operations Management Marketing Operations Management Marketing Strategy, Planning & Financial Management Marketing Process Management Marketing and Digital Asset Management & Fulfillment Marketing Effectiveness Tracking Integration with Enterprise Business and Marketing Analytics & Execution Systems

13 On-Line Intelligence On-Line Intelligence On-line data capture at the individual customer level Validate effectiveness of promotional activities Improve effectiveness of online processes Summarisation into meaningful behavioural a eventse Provide new leads into customer management programs Analysis and reporting for focused online intelligence

14 Multi-Channel Customer Lifecycle Management Multi-Channel Lifecycle Management Industry-vertical customer retention program development Next best offer and/or cross-up sell Event based marketing programs Real-time event evaluation and recommendations Multi-Channel execution capabilities Automated t reporting processes

15 Operational Marketing Accountability Operational Marketing Accountability Manage overall marketing performance to support marketing planning and resource allocation (including KPI monitoring) Understand linkages between Promotional Activities (ATL/BTL) Track digital channel effects and activities through Social Media Analysis Determine optimal marketing investment strategy and media mix Detailed optimization of direct marketing contact opportunities Monitor effectiveness of Search Engine Marketing

16 Interactive Marketing & Advertising Direct 1:1 Mobile & Marketing Marketing Promotions Marketing Operations and Strategy Management Social Marketing Real-Time Decision Engine Forecasting Engine Text Mining Engine Event Engine Scoring Engine Optimization Engine Business Analytics Framework Proven and Scalable Infrastructure Marketing Models and Advanced Analytics Common Business Tier / Data Model / Application Platform Enterprise Data Integration (Data Quality, etc.) Data Storage

17 Key Customer Intelligence Themes The consumer in control Innovating the customer experience Integrating ti customer data Across channels Transactional, behavioural, unstructured Integrating business functions Aligning to the customer Smarter customer decisions Analytics within interactions

18 How does SAS help Organisations even further? Marketing Evolution Assessment (MEA) Provides a maturity checkpoint and a development Roadmap Best Practices sharing opportunities Industry vertical Function specific Executive and Operational management events SAS Forum Premier Business Leadership Series (PLBS) Customer Intelligence User Connect workshop

19 QUESTIONS? Copyright 2009, 19SAS Institute Inc. All rights reserved.

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