Tech Company CMOs are uniquely positioned to successfully leverage digital technologies and data to significantly impact business performance. At PwC, we're helping to change the goal of digital marketing from clicks and views to customer experiences designed to generate business performance. Explore how.
4. 4
68%
of CEOs see data
and analytics
technologies
as generating the
greatest return
for stakeholder
engagement
PwC, 19th Annual Global CEO Survey, January 2016
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6. 6
90%
of CEOs see
technology
as the best way
to assess and
deliver on
changing customer
expectations
6
PwC, 19th Annual Global CEO Survey, January 2016
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7. 2015 saw marketing
budgets increase by
10% to 11% of revenue.
And, 2/3 of marketers
expect their budgets will
grow in 2016
Gartner, Smarter with Gartner, Digital Marketing Comes of Age in Gartner’s CMO Spend Survey 2015-2016, November 2015
2016
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9. 55%
of US online adults agree
or strongly agree that
they tend to shop more
with retailers that offer
consistent customer
service both online
and offline
One Customer, One Organization, One P&L, November 2015, Forrester Research
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10. 62%
of US online
adults have chosen,
recommended, or paid
more for a brand that
provides a personalized
service or experience
Just For You: Use Personalization Technology To Help Associates In The Retail Store, July 2015, Forrester Research
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11. 88%
of shoppers conduct
online research
before they make
a purchase
PwC, Understanding how US online shoppers are reshaping the retail experience, March 2012
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19. Here’s an example
of putting digital
technology and
data to work
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20. Challenge
Limited customer targeting
and personalization
capabilities
Disparate data sources
hindering capabilities to
draw insights and
identify patterns
New SaaS-based
subscription model
requiring a shift in
marketing operations
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21. Solution Created a “Single Source,
360º View of the Customer”
Defined the structure, rules and business logic
for a robust data-driven Marketing platform
Tracked customer involvement from capture
to purchase, providing rich data for analytics
Established organizational alignment and
readiness across Business Units, Marketing, IT
and Operations
Prepared the organization for change
through employee and partner
communications
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22. Performance outcomes
Consolidation of data
sources from 20 to 1,
with fully linked and
easily accessed
offline/online
aggregated
customer profiles
200% increase in lift from
display retargeting
1 common message
deployed across 3
marketing channels
20to 1
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