This document discusses how numbers and data are powering the next era of marketing. It notes that nearly 4 in 10 CMOs say they do not have the right tools and resources to meet their marketing objectives. Companies are turning to providers like Accenture Interactive to bring together full marketing solutions using consulting, technology, and analytics. The CMO agenda is being disrupted by the explosion of data from sources like mobile devices, social media, and the internet of things. This data needs to be captured, analyzed, and used to optimize marketing interactions and drive continuous discovery. Strong collaboration between marketing and IT is needed to take advantage of big data technologies and manage various data environments.
4. Evolution of the CMO Agenda
Nearly 4 in 10 CMOs1 say they do not have the right people, tools and
resources to meet their marketing objectives. This is a 5% drop in
preparedness from Accenture’s 2011 study.
Companies are increasingly turning to non-traditional marketing service
providers such as Accenture Interactive to bring together the full end-
to-end solution (consulting, technology and analytics) that drives key
outcomes globally and locally.
Accenture Interactive is the marketing services arm of Accenture
addressing the CMO and CIO business challenges to help clients
achieve both marketing effectiveness and efficiency.
1Based on the 2012 Accenture Interactive CMO Insights survey of more than 400 senior
marketers from 10 countries.
5. CMO Agenda is Being Disrupted by Technology
Data Explosion
• Unstructured data is doubling every
3 months
• 2011 saw 47% growth overall
• Driving greater emphasis on data
innovation
Economics
• Commodity priced storage and
compute
• Emergence of open source and big
data technologies solving production
problems at scale
• Enable bringing analytics to the data
Data Mobilization
• Novel approaches to analyze
unstructured data creating shorter
time from data to insight
• Shift towards data consumption in
multiple environments (business
apps, mobile, social)
Data Led Innovation
• De-coupling data from applications
• Disparate external data shaping
context
• Cost effective mobilization of
massive scale data
6. Data Explosion: Today’s World is Defined By Data
Things
From the human Genome
to Smart Meters, From
Set-Top-Boxes to Social
Networks, every click,
every search, every swipe
and every like is captured
and stored and analyzed
and monetized…
7. Data Explosion: Mobile
COMMUNICATIONS
There are 7 Billion
PEOPLE
With over
SIX BILLION
PHONES
Wikipedia
APPS
We will
download over
70B apps –
TEN for every
human
ABI
LOCATION
Smart phones
are
continuously
pinging GPS,
WIFI and cell
towers
M-COMMERCE
Will grow to $31B
with the entire
funnel of data from
search and
advertising to
Conversion being
captured
8. Data Explosion: Content (Audio, Video, Images)
Video, Audio, Text and Images streaming over the internet,
IPTV & Cable TV are the most obvious types of content.
But medical images, traffic cameras, CCTV, satellite are
among the growing sources of content.
9. Data Explosion: The Internet of Things
• The
Environment
• Industry
• Places
• People
Sensable
Scanable
Payable
Wearable
Drivable
Flyable
18. Marketing Analytics Revolution
If you can’t access data, you can’t explore it. Failure to explore data is a
missed-opportunity that can cost valuable initiatives that competitors may
discover and exploit before you have the opportunity.
Data Liberation.How does liberateddata drive value in our organization?
Efficiencyat scale. The majorityof time spent by predictivemodelersisaround data
preparation. Fluidframeworks helpreduce the amount of time they spendpreparingthe data
sothey canfocusondevelopingmodels.
Fluid Frameworks.Where do we see the value in clean frameworks?
Data Rich Environments. Where do we see value in rich data?
A simple algorithm can do a lot with rich data.
With stagnant data, at some point, algorithms converge at finite value.
20. 20
TEXT ANALTYICS
Sentiment analytics is used to analyze what is being
communicated. While Text analytics may count
words or identify keywords, Sentiment seeks to
understand the gist of what is being said. With
social media growing in importance analyzing
customer conversations to find key topics, trends
and meaning is critical.
• Word Frequency
• Word Distance
• Passion / Intent
• Change of Text over Time
21. 21
TIME SERIES Time series allow us to order data
across time.
• Sessionization
• Customer journey
• Conversion funnels
• Multi-touch attribution
26. Big Data in
Marketing
W
F
M
N
A
P
C
S
!
X ?
O
B
A
MOBILE
SEARCH
E-COMMERCE &
WEB
BRAND
PRODUCT
MARKETING
CMO
MARKETING
ANALYTICS
SOCIAL
PRESS
CUSTOMER
EXPERIENCE
MARKETING
SCIENCE
MARKETING
RESEARCH
MARKETING
OPERATIONS
ADVERTISING
Level 2: Big Data Channels
27. Big Data in
Marketing
W
F
M
N
A
P
C
S
!
X ?
O
B
A
MOBILE
SEARCH
E-COMMERCE &
WEB
BRAND
PRODUCT
MARKETING
CMO
MARKETING
ANALYTICS
SOCIAL
PRESS
CUSTOMER
EXPERIENCE
MARKETING
SCIENCE
MARKETING
RESEARCH
MARKETING
OPERATIONS
ADVERTISING
Level 3: External Solutions
MONITORING
28. Big Data in
Marketing
W
F
M
N
A
P
C
S
!
X ?
O
B
A
MOBILE
SEARCH
E-COMMERCE &
WEB
BRAND
PRODUCT
MARKETING
CMO
MARKETING
ANALYTICS
SOCIAL
PRESS
CUSTOMER
EXPERIENCE
MARKETING
SCIENCE
MARKETING
RESEARCH
MARKETING
OPERATIONS
ADVERTISING
Level 4: Optimizing Interactions
MONITORINGOPTIMIZATION
29. COMPANYLO
GO
BIG DATA IN MARKETING ORGANIZATION
BIG ANALYTICS
W
F
M
N
A
P
C
S
!
X ?
O
OPTIMIZATION MONITORING
DISCOVERY
B
A
MOBILE
SEARCH
E-COMMERCE &
WEB
BRAND
PRODUCT
MARKETING
OFFICE
OF CMO
MARKETING
ANALYTICS
SOCIAL
PRESS
CUSTOMER
EXPERIENCE
MARKETING
SCIENCE
MARKETING
RESEARCH
MARKETING
OPERATIONS
ADVERTISING
Big Data in
Marketing
Level 5: Continuous Discovery
34. Marketers Need IT to Masters Many Different Data Environments
PrivateData
• Data Created
inside the
Enterprise
• The
structure, design
and manage-ment
of this data is
controlled by
users
PaidData
• Data bought from
third parties to
enhance analytics
• The structure,
design and
manage-ment is
controlled by
contract
PublicData
• Data created or
shared by third
parties such as
social networks or
government.
• The structure and
design is not
controlled
That represents some BIG challenges that needs to be addressed, but according to our2012 Accenture Interactive CMO Insights survey of more than 400 senior marketers from 10 countries, nearly 4 in 10 CMOs say they do not have the right people, tools and resources to meet their marketing objectives. This is a 5% drop in preparedness from Accenture’s 2011 study.All these new digital devices are creating new channels that need to be integrated, managed and optimized to provide a seamless, engaging and RELEVANT consumer experienceand huge amounts of BIG data – that needs to be analyzed to drive actionable insights. Companies are realizing that they need to bring the CMO and CIO functions together and are increasingly turning to non-traditional marketing service providers such as Accenture Interactiveto bring together the full end-to-end solution (consulting, technology and analytics) that drives key outcomes globally and locally.Accenture Interactiveis the marketing services arm of Accenture addressing the CMO and CIO business challenges to help clients achieve both marketing effectiveness and efficiency.Accenture Interactive helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Working with over 4,000 Accenture professionals dedicated to serving the marketing function, Accenture Interactive offers integrated, industrialized and industry-driven marketing solutions and services across consulting, technology and outsourcing powered by analytics.
There are many use cases for marketers in Sentiment Analytics given the increase of social conversations, customer engagement and interactive channels such as Chat and E-mail. Firms are seeking to automate listening to customers to understand their relationship with brands, products and services – and how they share their experience with the social marketplaceBeyond the brand, marketers can better understand the Voice of the Customer, Promoter vs. Haters, and pick up signals from individual customers about their experience.
Time Series is a fundamental capability that .has been beyond the reach of marketers without a big data analytics solution. As we seek to tie together the customer journey across touch points – we naturally run into different systems that have usually been in a different silo – web sites and call center data for instance. If we want to understand the customer experience from the customer’s point of view, we need to deply technologies that can easily tie together the customer journey across technologies. Customers quickly move from social to mobile, from search to websites, from online to in-store. Marketers have been limited by their own technologies from becoming customer centric.
Frequently we reduce the value of a social network down to a series of connections. However for a marketer Graph Analytics hold incredible predictive power especially for acquisition and retention modeling. Customers tend to cluster into groups that somewhat similar. People who travel internationally know other travelers. Connected groups have similar spending patterns – and brand or product movement of one part of a network can signal coming changes with the rest of the network. For marketers, this does not have to be highly predictive – even a low level of confidence can be used to build lift in acquisition – or identify potential risks in churn.