The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.

1. Relevance,
scale
&
speed
Jason
Juma-­‐Ross
@ideasoc
Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

2. A
brief
history
of
customer
relevance
Manufacturing Web Mobile
Supply chain Data & analytics
Efficiency +
Relevance +
Mass media Prosumer
?
Traditional Markets Industrialization Relevance
NB: Illustrative only
Copyright © 2012 Accenture All Rights Reserved. 2

3. Relevance
works
Improvement in Conversion Rates Net Revenue Improvement
Percentage Improvement vs. Base
90% 90%
70% 79% 70%
66%
50%
50%
50% 52% Net Rev.
30% +18%
30% Orders
31%
10% +7%
10% 17% 18%
-10%
-10%
Projects Example Project
Source: Accenture projects in the APAC region executed between 2005-2010
Copyright © 2012 Accenture All Rights Reserved. 3

4. Business
outcomes
vary
enormously
Sales Service Stuff….
Mobile postpaid sales on-line Mobile postpaid self-service customers Service attach rate
35% 55% 23%
22%
12%
14% 9%
3%
1%
Operator X Average Top Operator X Average Top Operator X Average Top
Performer Performer Performer
Web sales capability in place Product complexity Service attach rates
increasing growing
Web adoption low, SAC/ Web adoption low But not fast enough
SRCs remain high PTS market rapidly evolving
Source: Accenture project database
Copyright © 2012 Accenture All Rights Reserved. 4

5. Barriers
to
delivering
relevance
• The
knowing-­‐doing
gap
• The
technology
gap
• The
culture
gap
Copyright © 2012 Accenture All Rights Reserved. 5

6. The
knowing-­‐doing
gap
What we say… What we do… Unrealised potential
Dynamic, granular or one-to-one
Personalisation drives better
1 interactions & higher conversion
5 segments segments optimised for
outcomes
Allocate budget to digital & Higher overall ROMI and more
2 interactive; less to traditional
10% on digital
intelligent allocations
Building a multi-channel Design an omni-channel delivery
3 customer experience
Mobile app.
around customer touch-points
Explore social for content
We’re engaging with the user
4 in social media channels
Facebook page creation, service, sales , &
engagement
Big data is a core plank in our Reengineer legacy data strategy
5 customer strategy
Unstructured data pilot
from the ground up
Investing in our analytics & Real-time optimisation integrated
6 data-driven marketing
BI & reporting team
to business process
Copyright © 2012 Accenture All Rights Reserved. 6

7. The
technology
(&
scalability)
gap
Our
customers
demand
a
more
granular
and
con<nuous
content
and
func<onality
development
cycle
than
is
possible
in
the
current
paradigm
New Paradigm
Complexity Dimensions
Platform based,
componentised dev.,
5 Cust. Segments 12,150 Treatments flexible architecture with
analytics linking
2,430
content, usage, and
3 Channels value
+
Relevance
6 Regions 810
Current Paradigm
135 Monolithic web
27 Brands development & digital
Current supply chain. Analytics
5 Treatments used primarily for
5 Product categories reporting purposes
1 Treatment
Unit Delivery Cost +
Copyright © 2012 Accenture All Rights Reserved. 7

8. Lagging Leading Emerging
STATIC ‘ONE-SIZE FITS ALL’ SYSTEMATIC, SCIENTIFIC AGILE, INTELLIGENT
WEB SITES OPTIMISATION DELIVERY
Search Social Display Personalisation
(HTML)
Web Skin Core Systems Componentised
(Aligned)
(HTML Layer) Architecture
Search Social Display
Foundational
Components Intelligence Driven
(Analytics) Intelligent
Adaptation
Analytics Applications,
(Reporting) transactional, and
service platforms
Customer
Data Cloud
Copyright © 2012 Accenture All Rights Reserved. 8

9. The
culture
gap
Internal
barriers
External
barriers
• Internal
siloes
• Privacy
expecta<ons
• Management
misalignment
Which
is
more
important
to
you?
• Last-­‐century
legal
structures
66
Companies
presen<ng
me
61
relevant
offers
64
34
Companies
no
longer
tracking
39
my
website
ac<vity
36
UK
USA
Total
0
10
20
30
40
50
60
70
Copyright © 2012 Accenture All Rights Reserved. August 2012, n = 2,000 UK & USA online respondents. Accenture Research 9

10. INTELLIGENT DIGITAL PLATFORM
Channels Marketing Dashboard
Web Mobile Kiosk Gaming Digital Exp Dashboard Cross Channel Publishing Center
Digital Optimization Layer Advertising
Profile Enzgine ADO Rendering Rules Intelligent Meta-Data Website Plug-in Syndication Plug-in
Display Advertising
Display Advertising Management
Reporting Advanced Profiling Email Plug-in Search Plug-in Mobile Plug-in Plug-in
Mobile Advertising
Analytics Paid Search
Management
Campaign Analytics Email Analytics Search Analytics Offline Attribution Video Analytics Optimization Analytics
Analytics
Integrated Digital MMM Integration Shopping Analytics Web Analytics Display Advertising
Analytics
Syndication Marketing
Non-Advertising Site Advertising Campaign Trigger Marketing Lead Management Email Marketing
Management
External Services Content Management Customer Profile
Profile Web Workflow Aggregation Corporate Dictionary Registration Account
Reverse IP Lookup Meta-data Translation Campaign Asset Profile Profile Data
Management Management Integration
Census Authoring Publishing Localization Advanced Profiling
Commerce Portal, Presentation & Access Common Services Product Catalog
Template Internationalization Accessibility
Buy it Now Management Specifications Schema
Survey
Validation Services Session-State Site Layout
Loyalty Management
FAQ
Ratings / Reviews Catalog Management
Viewpoints Search Social Media
Contact Us Commerce
Basic Blog Ratings / Review
Submit Code Order Management Payment
Help
Advanced Wiki Chat
Content Life Tools Order Capture 3rd Party Commerce
Integration
Social Network Viral Marketing
Faceted Integration
CDN Product Guides
Referrals
Architecture Services
Mediation Security Infrastructure Exception Handling Audit Logging Caching Services Data Access Consumer Data
Services Services Services Services
NB: for illustrative purposes only
Copyright © 2012 Accenture All Rights Reserved. 10

11. High level solution design for intelligent digital
Data & Business Presentation Customer Customer
Analytics Tier Tier Interface Segments
Actions > Content & Services > Templates >
Security & Standards
Ten non negotiables for intelligent digital
① Put the customer at the centre of design ⑥ Deploy complementary assets to drive
integrated customer communications
② Use analytics to continuously optimise for
business and customer outcomes ⑦ Monitor site integrity and optimise for
search, social and mobile customers
③ Deliver a tiered, secure, architecture
capable of adapting and scaling to ⑧ Deploy experienced on-site teams to
changing needs design and manage design and delivery
④ Surface the right, device-appropriate ⑨ Leverage efficiencies of an offshore,
content for each user virtualisation, & cloud services
⑤ Utilise native or third party 'widgets' as ⑩ Adopt an 80/20 approach to innovation
components driving the user experience
Copyright © 2012 Accenture All Rights Reserved. 11

12. Relevance
=
business
de-­‐averaged
1960 1980 2000 2020
Broadcast
Paradigm
Intent
Paradigm
Campaign Campaigns
Demand
Demand
Profile
Profile
Population Population
Demog. Simple Single Uniform Intent Multiple Fragmented Campaign
Segment Offer Channel Campaign Segments Offers Channels Relevance
Local
Mobile
Social
Bundle
Search
Web
eDM/DM
IPTV,
etc
Hindsight based business Relevance, scale, & speed
Copyright © 2012 Accenture All Rights Reserved. 12

13. Thank
you
Jason
Juma-­‐Ross
Regional
Managing
Director
Accenture
InteracDve
jason.juma-­‐ross@accenture.com
@ideasoc
Copyright © 2012 Accenture All Rights Reserved. 13