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BRANDWATCH.COM
Webinar/Revolutionizing
your business with an
insights center of excellence
Dinah Alobeid
Host
Brandwatch
D...
BRANDWATCH.COM
Don’t be shy/
We’d love your participation
A recording and slides from the webinar will be made available a...
BRANDWATCH.COM
1. Cinny on how to become data-driven with an
insights center of excellence
1. Mike Brackpool shares real e...
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Revolutionize your business with an
insights center of excellence
Cinny Little,...
We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.
6© 2017 FORRESTER....
7© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Be customer obsessed and insights-driven
› Make social data actionabl...
8© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Be customer obsessed and insights-driven
› Make social data actionabl...
9© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Empowered customers create urgency
Age of
manufacturing
Age of
distribution
Ag...
10© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Customer obsession is driven by four principles
Source: “The Operating Model ...
11© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Insights-driven businesses will grow revenue at least
8 times faster than glo...
12© 2017 FORRESTER. REPRODUCTION PROHIBITED.
What is “insights-driven”?
Using data . . .
To deliver insights . . .
To opti...
13© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Be customer obsessed and insights-driven
› Make social data actionab...
14© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Firms view increasing use of data & analytics as a top
priority
15© 2017 FORRESTER. REPRODUCTION PROHIBITED.
But the tidal wave of data
can be overwhelming.
16© 2017 FORRESTER. REPRODUCTION PROHIBITED.
And analytics are not driving enough actions
of business decisions are made u...
17© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Turn to a
center of
excellence
to drive
customer
obsession.
18© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Agenda
› Be customer obsessed and insights-driven
› Make social data actionab...
19© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Critical success factor: Executive leaders’ support
Source: Kane, et al., “Mo...
20© 2017 FORRESTER. REPRODUCTION PROHIBITED.
A COE governs
the balance
between:
- A firmwide view
of the customer
vs views...
21© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Forming a COE requires a governance team to
lead the way
› Name a governance ...
22© 2017 FORRESTER. REPRODUCTION PROHIBITED.
A COE is not a one-time reorganization project
Source: “Balance Global And Lo...
23© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Show me!
The COE must
drive visibility
of insights and
actions.
24© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Great communication and
self-marketing drive others to
see the value of insig...
25© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Align teams
around the
metrics about
customer
experiences that
matter most.
F...
FORRESTER.COM
Thank you
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Cinny Little
+1 617-613-6313
clittle@forrester.com
BRANDWATCH.COM
Vizia 2
MICHAEL BRACKPOOL / VP PRODUCT VIZIA
BRANDWATCH.COM
Keith Weed
CMO Unilever
“Having data is of little value
itself. We are looking for
smart data, turning insi...
BRANDWATCH.COM
RECOGNISE THIS?
BRANDWATCH.COM
Source: The Forrester Wave(TM): Data Preparation
Tools, Q1 2017
BRANDWATCH.COM
VIZIA 2
Communicate customer insight
across your Enterprise to drive action.
BRANDWATCH.COM
Four key principles & 2 Client examples
1. Drive action for the non Analyst
2. Customer data
3. Narratives ...
BRANDWATCH.COM
How Bimbo turned a Crisis into a Business Opportunity
BRANDWATCH.COM
BRANDWATCH.COM
BRANDWATCH.COM
$580,000
BRANDWATCH.COM
“The biggest lesson for us is that war rooms
aren’t just for special occasions they can
really help drive b...
BRANDWATCH.COM
“My problem is not data or
even insight… it's company
wide cut through.”
- Mark Clarke, Senior Director CMI...
BRANDWATCH.COM
Source: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report, ...
BRANDWATCH.COM
© BRANDWATCH | 2017
VIZIA FRAMEWORK
Tell the whole story
“The ability to integrate different data sources a...
BRANDWATCH.COM
EXAMPLE VIZIA REPORT
Tell the story beautifully
BRANDWATCH.COM
BRANDWATCH.COM
“The screens are in all of our global offices and
those of our senior executives so they can
see consumer t...
BRANDWATCH.COM
Q&A
BRANDWATCH.COM
Find more content here/
brandwatch.com/blog
info@brandwatch.com @brandwatch
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Webinar: Revolutionize your Business with an Insights Center of Excellence

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Business success is fueled by smart, data-driven decisions. It’s not just about having the right data, it’s what you do with it that makes all the difference. Bridging the chasm between data and people in a secure, visually engaging way ensures your team is prepared to avert potential crises, better understand your customers, and engage everyone across the business with your data. Join Michael Brackpool, Brandwatch VP of Product for Vizia, and featured speaker from Forrester as they explain the best approach for disseminating real-time insights throughout the enterprise so your team can take immediate action.

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Webinar: Revolutionize your Business with an Insights Center of Excellence

  1. 1. BRANDWATCH.COM Webinar/Revolutionizing your business with an insights center of excellence Dinah Alobeid Host Brandwatch DIRECTOR OF COMMUNICATIONS Cinny Little Guest Speaker Forrester SENIOR ANALYST Mike Brackpool Speaker Brandwatch VP PRODUCT, VIZIA
  2. 2. BRANDWATCH.COM Don’t be shy/ We’d love your participation A recording and slides from the webinar will be made available after the event @Brandwatch #BW_Webinar Ask questions in the session chat Tweet about our discussion
  3. 3. BRANDWATCH.COM 1. Cinny on how to become data-driven with an insights center of excellence 1. Mike Brackpool shares real examples of how the Vizia 2 platform is helping businesses turn data->insight->action 1. Q&A Coming up/
  4. 4. © 2017 FORRESTER. REPRODUCTION PROHIBITED.
  5. 5. © 2017 FORRESTER. REPRODUCTION PROHIBITED. Revolutionize your business with an insights center of excellence Cinny Little, Senior Analyst March 16, 2017
  6. 6. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. 6© 2017 FORRESTER. REPRODUCTION PROHIBITED.
  7. 7. 7© 2017 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Be customer obsessed and insights-driven › Make social data actionable with a center of excellence (COE) › Visibility and accountability are a COE’s pillars for success
  8. 8. 8© 2017 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Be customer obsessed and insights-driven › Make social data actionable with a center of excellence (COE) › Visibility and accountability are a COE’s pillars for success
  9. 9. 9© 2017 FORRESTER. REPRODUCTION PROHIBITED. Empowered customers create urgency Age of manufacturing Age of distribution Age of information Age of the customer Empowered buyers demand a new level of customer obsession.
  10. 10. 10© 2017 FORRESTER. REPRODUCTION PROHIBITED. Customer obsession is driven by four principles Source: “The Operating Model For Customer Obsession” Forrester report Customer- obsessed principles
  11. 11. 11© 2017 FORRESTER. REPRODUCTION PROHIBITED. Insights-driven businesses will grow revenue at least 8 times faster than global GDP Source: “The Insights-Driven Business” Forrester report
  12. 12. 12© 2017 FORRESTER. REPRODUCTION PROHIBITED. What is “insights-driven”? Using data . . . To deliver insights . . . To optimize the customer experiences that matter most to business outcomes
  13. 13. 13© 2017 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Be customer obsessed and insights-driven › Make social data actionable with a center of excellence (COE) › Visibility and accountability are a COE’s pillars for success
  14. 14. 14© 2017 FORRESTER. REPRODUCTION PROHIBITED. Firms view increasing use of data & analytics as a top priority
  15. 15. 15© 2017 FORRESTER. REPRODUCTION PROHIBITED. But the tidal wave of data can be overwhelming.
  16. 16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED. And analytics are not driving enough actions of business decisions are made using quantitative information and analysis … vs “gut feeling” or opinion Source: Forrester's Global Business Technographics Data And Analytics Survey, 2016. 49%
  17. 17. 17© 2017 FORRESTER. REPRODUCTION PROHIBITED. Turn to a center of excellence to drive customer obsession.
  18. 18. 18© 2017 FORRESTER. REPRODUCTION PROHIBITED. Agenda › Be customer obsessed and insights-driven › Make social data actionable with a center of excellence (COE) › Visibility and accountability are a COE’s pillars for success
  19. 19. 19© 2017 FORRESTER. REPRODUCTION PROHIBITED. Critical success factor: Executive leaders’ support Source: Kane, et al., “Moving Beyond Marketing: Generating Social Business Across The Enterprise,” MIT Sloan Management Review, July 2014 90% of maturing social intelligence companies say executive leaders believe that social can fundamentally change their business.
  20. 20. 20© 2017 FORRESTER. REPRODUCTION PROHIBITED. A COE governs the balance between: - A firmwide view of the customer vs views by brand, product area, operational area, or function - Global and local needs
  21. 21. 21© 2017 FORRESTER. REPRODUCTION PROHIBITED. Forming a COE requires a governance team to lead the way › Name a governance leader for the COE › Build a steering group that has concrete accountabilities aligned to customer metrics › Include and get input from line of business and operational leaders › The COE needs a first-class communication plan to create visibility Source: “The Customer Insights Center Of Excellence” Forrester report
  22. 22. 22© 2017 FORRESTER. REPRODUCTION PROHIBITED. A COE is not a one-time reorganization project Source: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report TYPICAL PHASES OF HOW A SOCIAL INTEL COE IN A GLOBAL OR MULTI-REGION FIRM MATURES
  23. 23. 23© 2017 FORRESTER. REPRODUCTION PROHIBITED. Show me! The COE must drive visibility of insights and actions.
  24. 24. 24© 2017 FORRESTER. REPRODUCTION PROHIBITED. Great communication and self-marketing drive others to see the value of insights- driven actions.
  25. 25. 25© 2017 FORRESTER. REPRODUCTION PROHIBITED. Align teams around the metrics about customer experiences that matter most. Form a center of excellence. Drive visibility of actions and wins.
  26. 26. FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Cinny Little +1 617-613-6313 clittle@forrester.com
  27. 27. BRANDWATCH.COM Vizia 2 MICHAEL BRACKPOOL / VP PRODUCT VIZIA
  28. 28. BRANDWATCH.COM Keith Weed CMO Unilever “Having data is of little value itself. We are looking for smart data, turning insights about consumers into strategy and action.”
  29. 29. BRANDWATCH.COM RECOGNISE THIS?
  30. 30. BRANDWATCH.COM Source: The Forrester Wave(TM): Data Preparation Tools, Q1 2017
  31. 31. BRANDWATCH.COM VIZIA 2 Communicate customer insight across your Enterprise to drive action.
  32. 32. BRANDWATCH.COM Four key principles & 2 Client examples 1. Drive action for the non Analyst 2. Customer data 3. Narratives not just numbers 4. Wide distribution with central control
  33. 33. BRANDWATCH.COM How Bimbo turned a Crisis into a Business Opportunity
  34. 34. BRANDWATCH.COM
  35. 35. BRANDWATCH.COM
  36. 36. BRANDWATCH.COM $580,000
  37. 37. BRANDWATCH.COM “The biggest lesson for us is that war rooms aren’t just for special occasions they can really help drive business results,” • Elizabeth Juárez, Creative Director at Vector B.
  38. 38. BRANDWATCH.COM “My problem is not data or even insight… it's company wide cut through.” - Mark Clarke, Senior Director CMI, Unilever
  39. 39. BRANDWATCH.COM Source: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report, February 17, 2017 The VIZIA 2 Platform Using technology to solve the organisational challenge.
  40. 40. BRANDWATCH.COM © BRANDWATCH | 2017 VIZIA FRAMEWORK Tell the whole story “The ability to integrate different data sources allows us to blend social with any other data source. We already have consumer contact centre and google analytics data blended with social data.” - Mark Clarke, Senior Director CMI, Unilever
  41. 41. BRANDWATCH.COM EXAMPLE VIZIA REPORT Tell the story beautifully
  42. 42. BRANDWATCH.COM
  43. 43. BRANDWATCH.COM “The screens are in all of our global offices and those of our senior executives so they can see consumer trends in real time. The Hub means we can control the messaging all over the company. The improved visualisations are startling and get internal cut through.” - Mark Clarke, Senior Director CMI, Unilever
  44. 44. BRANDWATCH.COM Q&A
  45. 45. BRANDWATCH.COM Find more content here/ brandwatch.com/blog info@brandwatch.com @brandwatch

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