| Multichannel Marketing Platform

Marketing theo định hướng dữ liệu

và Hệ thống quản trị khách hàng SốData-Driven Marketing and Digital CRM

TS. Đinh Lê ĐạtĐồng sáng lập & CEO

http://ANTS.vn | May 2015

Dat@ants.vn | DatDL@fpt.com.vn

+84-912323911Confidential

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The Three Elements

of Digital Transformation

Confidential 2Source: ANTS, Accenture 2015

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Digital TransformationNew Distribution Channel

Confidential 3Source: ANTS, Accenture 2015

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Data-Driven & Digital Marketing Hierarchy of Ad Tech

Confidential 4Source: ANTS, Accenture 2015

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Data-Driven & Digital Marketing Hierarchy of Ad Tech

Confidential 5Source: ANTS, Gartner Mar 2015

Ad tech includes all technology that

supports digital advertising activities:

■ Audience targeting refers to the ability to

target ads using specific criteria to identify

intended recipients. This excludes most paid

search advertising, which targets keywords as

a proxy for intent, and various run-of-network

and sponsorship arrangements.

■ Programmatic refers to the automation of

buying and trafficking processes for audience

targeted ads. It excludes direct publisher and

ad network contracts specified by standard

insertion orders, but it includes various hybrid

models in which direct buys are supported by

automated processes, which go under the

general heading of "programmatic direct.“

■ Real-time bidding (RTB) refers the subset

of programmatic ads that are bought and sold

in real-time on auction-based exchanges.

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Multichannel MarketingSmart Advertising Technology

Confidential 6Source: ANTS, Gartner Dec 2014

Key Issues:

• Multichannel Brand

Strategies

• Multichannel Marketing

Strategies

• Creating Effective

Customer Experiences

• Multichannel Marketing

Critical Capabilities

• Content Marketing

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Multichannel CampaignCustomer Journey & Marketing Platform

Confidential 7

Marketing

Platform

Source: ANTS, Google 2015

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The Customer Experience Management

(CEM) ArchitectureDigital CRM

Confidential 8Source: ANTS, Accenture 2015

INNOVATION

LAYER

DIFFERENTIATION

LAYER

FOUNDATION

LAYER

CUSTOMER

TOUCHPOINTS

CORE

BUSINESS

APPS

INFRASTRUCTURE

18% of marketing budgets are now

earmarked for customer experience

(CX) innovation (Gartner 2015).

A strategy that focuses the operations and

process of a business around the needs of

individual customer. This includes awareness,

discovery, attraction, interaction, purchase, use

and advocacy(Wikipedia).

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Multichannel Data | Digital CRMSingle View of Consumers

Confidential 9Source: ANTS, Accenture, IAB 2015

• 70% start

collecting the data

• 3% use

multichannel data

in real-time

• 18% have digital

(single customer

profile) CRM

(1000+ CMO surveys.

Econsultancy 2015)

Data-driven marketing refers to acquiring, analyzing and applying all

information about customer and consumer wants, needs and motivations.

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Popular Use Cases of

Social for CRM (1/2)Single View of Consumers

Confidential 10Source: ANTS, Gartner 2015

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Popular Use Cases of

Social for CRM (2/2)Single View of Consumers

Confidential 11Source: ANTS, Gartner 2015

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