1. The NEXT Digital Marketing

2. Where are we coming from?
10+ years working on Digital
Marketing specifically for pharma
companies
500+ web properties (desktop and
mobile) developed and maintained
300+ people constantly working for
some of the largest pharma cos.

3. the relationship
between your
customer and
information There is a amount of
info out there, hitting your target
audience through a of
channels
Information is , ,
available in a more democratic
and self-service manner
The sales rep is the
owner of the information
anymore
Your customer is a
not
moving target
has changed
massive
everywhere
variety

4. Mobile
Cloud
CMS
Analytics
Social
Technology is moving...
... faster and faster
...
?

5. What we have seen
High expectations
for digital
experiences
Growing cost
pressures
Markets
underserved

6. Traditional approaches
will not keep up with
the race pace...
... of ever changing
technology and people
behavior.

7. Industry leaders, in this new world,
will be the ones that...
Learn
continuously about
customer behavior,
sentiment, history,
localization, wishes
and context
Adapt
their channels
and content with
agility
Blend
their products or
services seamlessly
into their customers
lives
“(in five years) it will be too late for digital marketers to gain a
competitive advantage through early adoption “ -- Gartner (10/2012)

8. How?

9. websites
newsletters
mobile apps
mobile SFA
eDetailing
Adwords
...
Talk
properly!
Talk Listen Learn
social networks
google analytics
omniture
CRM
contact us
public data
eDetailing
A/B testing
...
machine learning
closed loop marketing
sentiment analysis
UX optimization
...
Gather data,
create an
efficient
feedback cycle
Insights, tendencies,
actionable items.

11. Talk

12. Optimal Experience
Unified Platform
>> CMS
Omnichannel
>> Work only in the web browser is not enough
anymore
Security & Compliance
>> We understand, we can make it work
Integrate with the Learn perspective
>> Use the insights, take actions!

13. What is (or should be) your focus?
Physical Servers
Virtualization
OS Storage
HighAvailability
LoadBalancing
CMS Database ...CDN, Cache etc
Websites Mobile/Social App ...

14. What is (or should be) your focus?
Physical Servers
Virtualization
Storage
HighAvailability
LoadBalancing
CMS Database ...CDN, Cache etc
Websites Mobile/Social App ...
Innovation, differentiation & business value start here
Reliability, flexibility and low costs (elastic & affordable)
OS

15. The Right and
Nimbler
Infrastructure
>> cloud computing

16. ADVERTISING
Go-to-Market Strategy
CONTENT
DEVICES (Hardware)
ENTERPRISE

17. 50% of F500 and Over 5 million businesses have gone Google
AppsGeo
CloudSearch

18. Beyond cost savings to value
90K
employees across 140
countries in months
reduction (8 weeks) in
budgeting process
increase in
employee productivity
infrastructure
savings
30%2.8x
$800K
99%
reduction in time for sales
execs to find information35%
increase is website
conversion rates1/10 of resources and 1/4 of
time to develop apps
improvement in
efficiency + accuracy300% 1 | 4,500
eliminated paper
processing @ Walmart

19. Cloud Platform Innovation
2008
2010
2002
2004
2006
2012
GFS
2002
2004
2006
2008
2010
2012
MapReduce
Big Table
Colossus
Spanner
Dremel
FlumeJava
Pregel

20. Cloud Platform Performance
66% less compute, 83% less storage, very fast time to market, no up front
costs, and only pay for what you use

21. Google Infrastructure
Performance
Redundancy
Disaster Recovery
Audits & Certifications
Security
Energy Efficient
Global Data Centers
99.95% Uptime SLA
Compute Storage Services
Compute Engine
(IaaS)
App Engine (PaaS)
Cloud Storage
(Object)
Cloud SQL
(Relational)
BigQuery
Cloud EndPoints
Prediction
Translation
and more...
Cloud Platform
Google Services

22. Details can be found @ http://www.peeringdb.com/view.php?asn=15169
Global Network Footprint

23. Case Studies
SULAMERICA PULSE
KHAN ACADEMY ONLINE GROWTH

24. The Right and
Nimbler
Infrastructure
>> cloud computing

25. Listen

27. We love Google Analytics...
>> Number of visits
>> Customer engagement
>> eCommerce activity
>> Goals for each page
>> Reporting etc.
... but there is more to listen than your websites

28. Ci&T's Digital Brain
3rd Party Data
demographics
economics
public APIs
weather
etc
Own Channels Data
web/mobile analytics
social listeners
email campaigns data
etc
Internal Data
CRM
transactions history
product information
SFA/eDetailing
etc
Sensors Sensors

29. Source: Gartner 2013

30. Learn

31. 1 Raw Data 2 Information
Aggregation
3 Pattern
Identification

32. Ci&T's Digital Brain
3rd Party Data
demographics
economics
public APIs
weather
etc
Own Channels Data
web/mobile analytics
social listeners
email campaigns data
etc
Internal Data
CRM
transactions history
product information
SFA/eDetailing
etc
Sensors Sensors

33. Ci&T's Digital Brain
Learning Machine + Data Management + BigData Technology
Analytics + APIs + Query Machine
Metrics
360
customer
profile
Business
Alerts
Prescriptive
Actions
Predictive
Insights
CRM
Own
Channels
Mail / Mkt
Campaigns
Reporting
Tools
SFA /
eDetailing
3rd Party Data
demographics
economics
public APIs
weather
etc
Own Channels Data
web/mobile analytics
social listeners
email campaigns data
etc
Internal Data
CRM
transactions history
product information
SFA/eDetailing
etc
Sensors Sensors

34. Born on Big Data
>> and affordable...

35. BigData Analytics Cloud Platform
BigQuery: a fully-managed data analytics service in the cloud.
Unlimited storage. Interactive analysis on multi-terabyte datasets.
Scalable Storage
Google
Spreadsheets
App Engine
App
Co-Workers
Adwords
DCLK
Analytics
Corporate data
3rd party data
API
Analyze interactively
Mash it up
Securely Share/
distribute the results
Store all your data
in the cloud
SQL
Other BI
Tools

36. Sales Finance
Self-built reporting dashboard using BigQuery + AppEngine
Dashboard used by Sales to slice/dice Ad sales data across verticals
Insights: knowing which verticals are trending fastest towards Mobile
Google on Google: Internal adoption examples

37. Revenue optimization - hospitality industry
New solution for real-time decision making
Saves more than $150,000 a year
Cloud StorageBigQuery
AppEngine
Oracle DB
Analysts Execs
BI team
Netezza
appliance
Regional Sales

38. Born on Big Data
>> and affordable...

39. Demo

40. - HCP centric
information
- Rep Visits
- Calls
- Content Views
- Prescriptions
- Public Data
- Content
Recommendation
- HCP alerts
Result = Prescriptions rate

41. The NEXT Digital Marketing
Main takeaways...
[1] You need to talk,
listen and learn
[3] Google has the
technology, Ci&T has
the skills
[4] Show me the
brain! You don't
have to believe in
this presentation,
we can make it
work for you!
[2] It's not rocket
science... the
technology you
need to deploy
these capabilities is
there, it's simple and
affordable

42. showmethebrain@ciandt.com
Talk to us!

44. Thank you!!!!