Marketing is evolving. At times faster than some of us can keep up. Every good marketer can attest to the complexity of managing multi-channel execution; fragmented data, fragmented solutions, and ultimately, a fragmented customer experience. Execution is hard enough, but then there’s measurement and justification of marketing spend across channels. Is the data available across channels? Is the level of granularity on analysis actually useful for campaign optimization?

1. Sponsored by:

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 1055
2012 Email Campaign
Trends Survey Management
(Aug. 2012) (Sept. 2012)
n= 847 n= 208
REVENUE
ROMI
CONVERSION RATE
#BigData 2

3. •
•
•
– Top 3 Ways it will Transform Marketing
in 2013
#BigData 3

4. •
•
Top Challenges in 2012 (All Respondents)
Top Performers
Data Centralization 74%
Multi-channel communications 62%
Optimizing the marketing mix 59%
New customer acquisiton 54%
Analytics and dashboards 43%
* 2012 Multi-Channel Campaign Trends (n=345)
#BigData 4

5. 2012 IBM Study
• 1,700 CMOs from 64 Countries
1. IBM 2012 Study: From Stretched to Strengthened
#BigData 5

6. 1. IBM 2012 Study: From Stretched to Strengthened
#BigData 6

7. Figure 1: Use of Technology
How many marketing technologies does your  Email Marketing
organization regularly use?  Web Analytics
 Landing Page Hosting
 Social Media Monitoring
50%  Marketing Automation
 List Management
% of Respondents
44%
 Mobile Engagement
37%  Customer Management
25% 30%  Contact Center
27%
22%  Salesforce Automation
13% 11% 15%  Digital Asset Management
 Project Management
0%
 Marketing Calendar
1 2 3 >3  Marketing Financials
# of Marketing Technologies  Creative Tools
 Data Warehouse
Top Performers Everyone Else
* Campaign Management Survey 2012 n= 208
#BigData 7

8. 




#BigData 8

9. Which of the following are you currently leveraging in your digital marketing
platform?
Percentage (All Respondents)
Trigger Email Campaigns 23%
Mulit-Channel Campaigns 58%
CRM Integration 67%
Drip Email Campaigns 76%
Batch Email Campaigns 85%
0% 20% 40% 60% 80% 100%
* Campaign Management Survey 2012 n= 208
#BigData

10. •
Multiple Systems Supporting Marketing
Social Landing Paid
Media Email Marketing Page
Search
Marketing Hosting
Web eCommerce/
Analytics Website
Mobile
#BigData 10

11. •
•
Multiple Systems Supporting Marketing
?
Email
Social Landing Paid
Media Email Marketing Page
Search Website
Marketing Hosting
Landing Page
Web eCommerce/ Mobile
Analytics Website
Mobile
Social
?
#BigData 11

12. •
Multiple Systems Supporting Marketing
Social Landing Paid
Media Email Marketing Page
Search
Marketing Hosting
CRM Web
Analytics
eCommerce/
≠
Website
Mobile
#BigData 12

13. Does your organization regularly make marketing decisions using
measurement and data?
Top Performers Everyone Else
Yes Yes
39%
65%
#BigData 13

14.  Did tangible ROI inform marketing
decisions during 2012?

 No
Yes 72%

28%



#BigData 14

15. 15

16. #BigData 16

17. #BigData 17

18. 1) Automated
Engagement
•
2) Roles 3) Analytics
#BigData 18

19. Search Term: “big data”
2008 2009 2010 2011 2012
#BigData 19

20. What is Big Data?
#BigData 20

21. •
– Web Analytics
– Social Media
– Campaigns
– Offer Optimization
– Pricing
#BigData 21

22. #BigData 22

23. Systems / Databases
EXTERNAL
FINANCE
CUSTOMER SERVICE
SALES
MARKETING
#BigData 23

24. Systems / Databases
EXTERNAL
FINANCE
CUSTOMER SERVICE Customer Data
SALES
MARKETING
#BigData 24

25. •
1M Bytes
•GIGABYTE (GB)
1024 GB
•TERABYTE
1M TB •EXABYTE
The worlds information is measured in Exabytes.
#BigData 25

26. •
#BigData 26

27. #BigData 27

28. •
•
•
•
#BigData 28

29. CMOs can easily approve new sources of data with the swipe of a
credit card so strategy becomes critical to managing big data.
#BigData 29

30. CMOs can easily approve new sources of data with the swipe of a
credit card so strategy becomes critical to managing big data.
Cha-Ching:
Cha-Ching:
Instant Web
Instant Email
Analytics
Marketing
Cha-Ching:
Instant Social Media Marketing
Cha-Ching:
Instant eCommerce
#BigData 30

31. CMOs can easily approve new sources of data with the swipe of a
credit card so strategy becomes critical to managing big data.
Cha-Ching:
Multi-Channel Digital
Marketing Platforms
#BigData 31

32. #BigData 32

33. Structured Unstructured
#BigData 33

34. Hard Drives to large Flash Memory
#BigData 34

35. •
•
•
#BigData 35

36. •
#BigData 36

37. •
– 360 view of customer engagement
•
•
#BigData 37

38. •
•
#BigData 38

39. •
•
#BigData 39

40. •
•
#BigData 40

41. •
– Ability to translate business insights into strategic
recommendations
– Willingness to seek analytical answers
– Possibly new roles for some organizations
• Marketing Scientist
#BigData 41

42. •
– Demonstrate a long term strategy for customer data
•
#BigData 42

43. •
•
•
#BigData 43

44. •
– Tweets & Retweets over time
•
Story: But Will It Make You Happy? How it spread on twitter:
First Tweet
#BigData 44

45. •
•
– People get up later on the west coast than the east coast
#BigData 45

46. •
•
•
#BigData 46

47. •
– Propensity to purchase given time of day
– Optimal channel strategy given time of day
• Late at night: Email
• During the day: Phone/Mobile
– “Pull” campaigns with lead nurturing
•
– Reach, Frequency, & Monetization?
– Mobile + Email, Just Mobile?
– Conversion: Sales, Clicks, Information Consumption?
#BigData 47

48. Product
Insights
Testing R&D
Pricing
Big Campaign
Optimization
Data
Offer Marketing
Optimization Mix
Competitive
Insights
#BigData 48

49. #BigData 49

50. •
•
•
•
•
•
#BigData 50

51. •
•
•
#BigData 51

52. Deep Dive: The Future of Marketing Analytics and the
Power of Big Data
(November 2012)
Download for free at
www.gleanster.com
http://www.gleanster.com/reports/reports/the
-future-of-marketing-analytics-and-the-power-
of-big-data
#BigData 52

53. 53