Centric Seattle's Ryan Lowe and Microsoft's Karthik Ravindran partner to speak about "Marketing Operations: Scaling the Art and Science of Modern Marketing" at Seattle Interactive on Wednesday, October 19.

2. KARTHIK RYAN
Ravindran
Senior Director, MarketingTechnology &
Operations, Microsoft
@kravind
Lowe
Director & General Manager,
Centric Seattle
@ryanjlowe, @centricseattle

4. THE UNIQUE USER EXPERIENCE
How do you give your customer the impression that your
brand exists uniquely for them?

5.  Subscription Service
 Freemium Business Model
 Consumer and Business Offerings
 New Growth Currencies : Service
Usage and Retention
THE EVOLUTION OF MICROSOFT OFFICE

6. THE BIRTH OF OFFICE 365 LIFECYLE MARKETING
PHASE 1

7. PHASE 1 – UNDER THE HOOD
Marketing Automation
Data Analytics Content
Subscribers
Database
Email Content Operations
Descriptive Subscriptions
Health and Email
Performance Reporting
…
Email
Performance
Data
Linear 1:Many Email Nurture Automation

8. Subscriptions
Tenants
Users
Usage
Managed Web Activity
Marketing
110110..
001011..
101101..
Segmentation
THE EVOLUTION TO OFFICE 365 GROWTH MARKETING
PHASE 2

9. OneDriveUsers
CROSS-CHANNEL NURTURING FOR USER SEGMENTS

10. PHASE 2 – UNDER THE HOOD
Marketing Automation
Data Analytics Content
Cross-Channel Content Operations
Cross-channel nurture automation for user segments
…
User Segmentation
Models
Predictive Models
Descriptive Outcome
Reporting and Analytics
…

11. EVERY CUSTOMER IS UNIQUE
…TIMES M/BILLIONS

12. EACH CUSTOMER’S JOURNEY IS UNIQUE…

14. Subscriptions
Tenants
Users
Usage
Managed Web Activity
Marketing
110110..
001011..
101101..
SCALING OFFICE 365 GROWTH MARKETING
PHASE 3 – CURRENTLY PILOTING
Next Best User
Actions for

15. PHASE 3 – UNDER THE HOOD
Marketing Automation
Data Analytics Content
Modular Cross-Channel
Content Operations
1:1 User Engagement …Times M/Billions
1:1 Next Best Actions
Machine Learning
(Predictive and Prescriptive)
Descriptive Outcome
Reporting and Analytics

16. 1:1 Marketing

17. MARKETING OPERATIONS
Marketing Automation
Data Analytics Content
Modular Cross-Channel
Content Operations
1:1 User Engagement …Times M/Billions
1:1 Next Best Action
Models
Machine Learning
(Predictive and Prescriptive)
Descriptive Outcome
Reporting and Analytics
The cross-functional discipline
that orchestrates the Marketing IoT
Marketing
Operations
Users
Products Data
AnalyticsContent
Channels
and
Devices
User
Actions
Outcomes

18. Marketing Data and Analytics Platform
Growth PODs
OFFICE 365 MARKETING OPERATIONS – HOW WE WORKMarketingOperationsFunctions

19. Make the Growth Marketing Mind shifts
Shift lifecycle marketing mindset from doing it all to focusing on the highest impact growth opportunities
Make it a cross-functional team sport
Diffuse functional boundaries and integrate the art (Marketing and ContentOperations) and the science
(Data,Analytics, and MarketingAutomation) functions in MarketingOperations
Embrace and Practice Experimentation
Build, measure, and learn to incrementally persevere, pivot, and fail fast investments (yes, learn to reward
fail fast )
KEY TAKEAWAYS / YOUR ACTIONS
Make each user feel like your brand exists to solely serve her/him

20. DOWNLOAD SLIDES AT CENTRICSEATTLE.COM