Marketing is increasingly an advanced technology discipline. When well used, it can improve marketing effectiveness 15% - 25%. But using marketing technology effectively is about more than just tech; it's about creating an engine that runs smoothly and evolves continuously. For more, read "How digital marketing operations can transform business" (http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business)

1. Global internet
video:
3504 PB/month
4m Google search
queries/min
(*data volume 2015)
Global
consumer traffic:
61.4 PB/month
48,000 Apple App-
Store downloads/min
20% OFF
@
35% OF
1
THE 5 COMPONENTS
OF DIGITAL MARKETING OPERATIONS
1.Successful digital marketing operations can
improve marketing effectiveness by 15-25%
3X Companies that apply customer
analytics are 3X more likely to
generate above-average
turnover growth
Customer
Insights
Online and offline data
about customers fuels
digital operations.
3.
3X
2.
Process & Governance
Standards and guidelines to help with decisions.
The greatest value comes from all
five components working in unison.
How to govern data
utilization across
the organization
In-house
capabilities and
managing a porfolio
of agencies
Decision rights:
Technology
purchase
processes
MARKETING
AUTOMATION
CUSTOMER DATA
PLATFORM
CONTENT
MANAGEMENT
A/B AND MULTI-
VARIATE TESTING
ANALYTICS &
ALGORITHMS
(PERSONALIZATION,
PREDICTIVE)
PROGRAMMATIC
MEDIA
TAG
MANAGEMENT
DATA
MANAGEMENT
PLATFORM
Customer
Supply Chain
Customer
Supply Chain
Marketing Technology
Infrastructure
All of the marketing operations are supported
by technology to enable personalization at
scale, automated customer experiences, and
workflow efficiency.
4.
KPIs and Measurement
Decision guidelines and metrics that track
customer decision journey performance.
Companies that apply customer
analytics are 3X more likely to
generate above-average
turnover growth
25%
Customer
Experience
Customer insights are
translated into content
and offers, which is then
directed through the
content supply chain to
arrive at the right person,
across the right channel
on the right device at the
right time. One example:
Anonymous
consumer visits
website.
Personalized content and
offers served based on
customer with similar
demographic and
behavioral attributes.
Consumer browses but
exits site without
converting.
Consumer clicks ad, visits
website, and buys a product
Data from customer is
appended with 500+ addition-
al data points collect from 3rd
parties to enrich profile.
10 minutes after purchase,
customer receives personalized
welcome email with an offer for
a product driven by a “Next
Product to Buy” algorithm.
Retargeting in programmatic
media serves no more than
four ads to consumer for a
period of 48 hours.
Standardized
briefing and
campaign
processes
will be focused on customer
experience innovation.
50% of
investment capital
for consumer
products
By 2015
5.
Customers:
high lifetime value
customer retention,
cost of acquisition for
each customer
segment
Growth:
market share,
growth of share
of wallet
Marketing ROI:
attribution,
cross-channel
leakage
Process:
speed to market,
analytics quality
Sources:
http://www.internetlivestats.com/twitter-statistics/
http://dailycrowdsource.com/content/open-innovation/93-starbucks-
crowdsources-ideas-to-understand-customer-needs
http://contently.com/strategist/2012/02/23/starbucks-twitter-strategy/
http://adage.com/article/news/starbucks-steamed-instant-coffee-category/148403/
http://www.slideshare.net/forrester/the-businessimpactofcx
http://www.watermarkconsult.net/docs/Watermark-Customer-Experience-ROI-Study.pdf
http://blogs.gartner.com/jake-sorofman/gartner-surveys-confirm
-customer-experience-new-battlefield/
http://www.digitaltrends.com/cars/general-motors-500-millionth-car-news/
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/