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How to Use Technology to Be a Forward-Looking Agile Marketer
- 1. ©
ThinkVine.
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Rights
Reserved.
How
to
Use
Technology
to
Be
a
Forward-‐looking,
Agile
Marketer
Mark
Ba7aglia,
CEO
- 3. ©
ThinkVine.
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Rights
Reserved.
Chief
MARKETING
Officer
- 4. ©
ThinkVine.
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Rights
Reserved.
Chief
COMMUNICATIONS
Officer
- 6. ©
ThinkVine.
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Rights
Reserved.
Chief
ANALYTICS
Officer
- 9. ©
ThinkVine.
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Consumers are more diverse.
- 10. ©
ThinkVine.
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People consume media and purchase
products in many different ways.
- 11. ©
ThinkVine.
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Reserved.
There is no one, simple “path-to-purchase.”
- 12. ©
ThinkVine.
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Consumers are bombarded with
marketing messages.
- 13. ©
ThinkVine.
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Marketers have many options ofwhere, when and how much to spend.
- 14. ©
ThinkVine.
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Reserved.
Marketers are being held
accountable based on sales and ROI.
- 15. ©
ThinkVine.
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Reserved.
The pace of change is accelerating.
- 17. ©
ThinkVine.
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It all starts with your customer.
- 18. ©
ThinkVine.
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The cadence of marketing must match
the just-in-time cadence of consumers.
- Joel Rubinson
- 19. ©
ThinkVine.
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Reserved.
To win, you must use
data, analytics and
technology in new ways.
- 20. ©
ThinkVine.
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Rights
Reserved.
• Chief
Martec
Technology
Landscape
here
- 22. ©
ThinkVine.
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Reserved.
Marketing Planning “Cycles”
• Strategic
• Annual/Budgeting
• Mid-course corrections
• Ad Hoc
- 23. ©
ThinkVine.
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Rights
Reserved.
Strategy must be prediction-led
and optimization must move at
near real-time speed.
- Joel Rubinson
- 24. ©
ThinkVine.
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Rights
Reserved.
Today’s planning is designed for
comfort, not speed.
In mid-2013, 69% of marketers told
Forrester Research that even annual planning is
challenging due to the pace of change.
- 25. ©
ThinkVine.
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Reserved.
Using data and analytics for execution
has become “table stakes.”
The next generation of competitive
advantage is using them for planning.
- 26. ©
ThinkVine.
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Rights
Reserved.
It’s time for
Agile Marketing
Planning
- 27. ©
ThinkVine.
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Rights
Reserved.
• A systematic, holistic approach to improve results
• Aligns with business objectives
• Optimizes all marketing (eliminates silos)
• Is consumer-focused, objective and predictive
• Supports all four planning “cycles”
• Everyone (staff & agencies) can use the software
• Everyone works with the same assumptions
• Everyone gets relevant, timely, actionable info
Agile Marketing Planning
27
- 28. ©
ThinkVine.
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Rights
Reserved.
How
Agile
Planning
Can
Help
With
Strategy
• Understand
what
drives
your
business.
• Decide
which
consumer
groups
to
target
with
your
markeJng
and
what
organizaJon/ecosystem
capabiliJes
you
need
to
execute
the
types
of
markeJng
you
need
to
do
to
drive
sales.
• Develop
mulJ-‐year
sales
forecasts
that
incorporate
markeJng
strategy
and
quanJfy
the
effects
of
markeJng
plan
opJons.
- 29. ©
ThinkVine.
All
Rights
Reserved.
How
Agile
Planning
Can
Help
With
Annual
Planning/BudgeBng
• Develop
accurate
one-‐year
forecasts
and
change
the
dialogue
about
the
“right”
level
of
investment
markeJng.
• Begin
the
conversaJon
with
objecJve,
reliable
forecasts.
• If
the
number
gets
“handed
down”
from
Finance,
determine
if
you
have
the
markeJng
budget
needed
to
meet
the
sales
target.
• Once
you
have
the
final
budget,
find
the
mix
that
best
meets
short-‐
and
long-‐term
goals.
• Share
forecasts
with
other
departments
to
improve
alignment.
- 30. ©
ThinkVine.
All
Rights
Reserved.
How
Agile
Planning
Can
Help
With
Mid-‐course
CorrecBons
• Quickly
analyze
results
versus
plans
and
forecasts
(variance
analysis)
so
you
can
confidently
make
changes.
• Discover
emerging
opportuniJes
for
addiJonal
growth.
• Forecast
the
effects
of
changes
to
the
plan
using
updated
info.
- 31. ©
ThinkVine.
All
Rights
Reserved.
How
Agile
Planning
Can
Help
With
Ad
Hoc
Planning
• Quickly
respond
to
changes
in
external
factors,
compeJJve
markeJng
and
budget
changes.
• Be
responsive
to
C-‐Suite
decision
cycles.
• Easily
and
objecJvely
quanJfy
the
likely
effect
of
each
idea
on
this
year
and
next.
• Respond
to
organizaJonal
changes,
new
research,
etc.,
while
maintaining
historical
perspecJve.
- 32. ©
ThinkVine.
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Rights
Reserved.
ThinkVine’s
SoluBon
is
“Sim
City
for
CMOs”
32
• Soware-‐based
marketplace
where
simulated
people
consume
media
and
purchase
products
the
way
real
people
do,
plus
expert
Advisory
Services.
• Includes
all
on
and
offline
markeJng
across
all
consumer
groups.
• Anyone
can
quickly
run
opJmizaJons
or
What
Ifs
that
produce
accurate
forecasts
with
the
acJonable
informaJon
needed
to
improve
business
results.
Sales
Forecasts
“What
If?”
Plans
Simulated
Marketplace
- 33. ©
ThinkVine.
All
Rights
Reserved.
External
Factors
Copy
Quality
Geographies
Marketers
Can
Pull
Many
Levers
and
Get
MulB-‐Dimensional
Info
33
TacBcs
Timing
Targets
Spend
DistribuBon
Price
- 34. ©
ThinkVine.
All
Rights
Reserved.
34
MORE
ACTIONABLE
Consumer-‐focused
More
granular
informaBon
MORE
ACCURATE
Includes
all
markeBng
Forecasts
within
1-‐2%
MORE
AGILE
Any
marketer
anyBme
CollaboraBve
workflow
ThinkVine
is
Transforming
MarkeBng
Mix
to
Improve
Results
- 35. ©
ThinkVine.
All
Rights
Reserved.
Understand
ROI
of
All
MarkeBng
IdenBfy
Key
ObjecBves
Discover
OpBmal
Budget
Level
Create
Plans
Simulate
&
Forecast
Execute
&
Evaluate
Results
You
Get
Agile,
ObjecBve
Analysis,
Planning,
TargeBng
&
ForecasBng
MarkeBng
OpBmizaBon
via
So_ware-‐as-‐a-‐Service
• Data
collecJon,
validaJon
and
processing
• Custom
marketplace
• Historical
insights
and
forward-‐looking
guidance
• Soware
training
• Unlimited
soware
use
• Soware
support
• Ongoing
data
updates
• Forecast
accuracy
reviews,
updates
if
needed
• Ongoing
Advisory
Services
35
- 36. ©
ThinkVine.
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Rights
Reserved.
See
a
2
minute
video
overview
at
www.thinkvine.com
or
call
+1
(513)
842-‐5900
Get better results
from your marketing mix.
