Webinar: Building a Data-Driven, Customer Focused Business

Building a Data-Driven,

Customer-Focused Business

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Russell GlassHead of Marketing Products

LinkedIn

@glassruss

Nick PanayiHead of Digital Marketing and

Global Brand

CSC

@NickPanayi

#bigdatabiz

The Age of

DATA

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“The number of transistors

on a computer chip will

double approximately

every two years.”

Gordon Moore, founder of Intel

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“Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another.”

Geoffrey Moore, Crossing the Chasm and Inside the Tornado

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“You can really be David

to the big companies’

Goliath by leveraging

data effectively.”

Brian Kardon, CMO of Lattice Engines

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“Half the money I spend

on advertising is

wasted; the trouble is I

don't know which half.”

John Wanamaker, Pioneering 19th Century Retailer

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Don Draper

IT’S TOASTED

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IBM

360

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How Are Organizations Already

Using Data to Boost Their

Marketing Performance?

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How A/B Testing

Helped Raise

an Extra $60 Million

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The ResultOne combination performed so

well in generating sign-ups, it led

to an extra $60 million in

fundraising for the campaign.

The best part of this story? The

combination favored by the

campaign finished dead last in

the test.

The Obama 2008 team tested

24 iterations of visuals and

call-to-action combination for

fundraising on the organization’s

website.

Using Predictive

Analytics to Target

Prospects Who Are

Ready to Buy

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The ResultProspects most likely to buy

routers from Juniper Networks had

recently signed a lease for new

office space.

The best prospects for Autodesk,

which markets CAD/CAM

software, had posted help wanted

ads for new CAD/CAM engineers.

Lattice Engines—like Mintigo,

Infer, and other companies—

uses big data to analyze the

offline and online characteristics

of a company’s prospects and

customers.

Using Data to Bridge

the Gap Between

Marketing and Sales

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Marketing in the Digital Age

@nickpanayi

2222

The Result

By passing these insights

and leads qualified with the

data of how particular

prospects had behaved

online, CSC’s marketing

department and sales team

have formed strong ties.

Because of shifts in the buyer’s

journey, CSC found that its

marketing team had the best

insight into how prospects were

behaving online.

It All Starts With “Smart Creatives”

@nickpanayi

Supported by Fluid, Cloud-Enabled Infrastructure

@nickpanayi

Guided by a set of disciplined processes

@nickpanayi

Enabling KPI-driven Investments

@nickpanayi

Leveraging Knowledge to Personalize

@nickpanayi

Arming Sales With Knowledge

@nickpanayi

…And Finally, Feeding the [BigData] Beast..

@nickpanayi

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THE BIG QUESTION

ABOUT BIG DATA:

How do I implement big data principles in my own business?

PRINCIPLE NO. 1

Determine what you know (and want to know) about your customer.

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THE BIG QUESTION

ABOUT BIG DATA:

How do I implement big data principles in my own business?

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PRINCIPLE NO. 2

Start small by thinking, ‘Big data, little triggers.’

THE BIG QUESTION

ABOUT BIG DATA:

How do I implement big data principles in my own business?

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PRINCIPLE NO. 3

Be prudent but not shy about investing in technology: CRM systems are a must, marketing automation is becoming so, and analytics tools are a no-brainer.

THE BIG QUESTION

ABOUT BIG DATA:

How do I implement big data principles in my own business?

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PRINCIPLE NO. 4

Hire the right people. Marketers must hire data-oriented people, math majors, and left-brained thinkers.

THE BIG QUESTION

ABOUT BIG DATA:

How do I implement big data principles in my own business?

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PRINCIPLE NO. 5

Test, test, test, measure, measure, measure. Ideally, measure your contribution to revenue: It is the way to prove marketing’s value.

Q & A

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