Putting digital technology and data to work for Tech CMO's

Putting digital technology
and data to work
for Tech CMOs

Today’s Tech CMOs
are experiencing
new challenges from
an ever-evolving
digital landscape…
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Conditions inside the
company are changing…
Starting at the top
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4
68%
of CEOs see data
and analytics
technologies
as generating the
greatest return
for stakeholder
engagement
PwC, 19th Annual Global CEO Survey, January 2016
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5
77%
of CEOs are
convinced
technology
will transform
stakeholder
expectations of
business in the
next five years
5
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6
90%
of CEOs see
technology
as the best way
to assess and
deliver on
changing customer
expectations
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2015 saw marketing
budgets increase by
10% to 11% of revenue.
And, 2/3 of marketers
expect their budgets will
grow in 2016
Gartner, Smarter with Gartner, Digital Marketing Comes of Age in Gartner’s CMO Spend Survey 2015-2016, November 2015
2016
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Conditions outside
the company are
also changing.
And customers are
leading the way…
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55%
of US online adults agree
or strongly agree that
they tend to shop more
with retailers that offer
consistent customer
service both online
and offline
One Customer, One Organization, One P&L, November 2015, Forrester Research
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62%
of US online
adults have chosen,
recommended, or paid
more for a brand that
provides a personalized
service or experience
Just For You: Use Personalization Technology To Help Associates In The Retail Store, July 2015, Forrester Research
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88%
of shoppers conduct
online research
before they make
a purchase
PwC, Understanding how US online shoppers are reshaping the retail experience, March 2012
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Faced with these
challenges, savvy Tech
CMOs are keeping their
eye on the prize…
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Revenue-generating
customers!
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How? By adopting a
business strategy enabled
via digital technology and
data, that includes…
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1step
15
MAKING CUSTOMER
EXPERIENCE THE
FOCAL POINT
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Creating tailored digital
experiences to customer needs
16
2step
CREATING DIGITAL
EXPERIENCES TAILORED
TO CUSTOMER
NEEDS
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Creating tailored digital
experiences to customer needs
17
3step
CONSISTENTLY
TRACKING CUSTOMER
EXPERIENCE
ACROSS ALL
DIGITAL CHANNELS
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COLLECTING AND
ANALYZING DATA TO
PERSONALIZE AND
OPTIMIZE CUSTOMER
EXPERIENCE
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4step
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Here’s an example
of putting digital
technology and
data to work
IOOOIIOIIOI
IOOIIOOIOII
OIOIOIIOIOI
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Challenge
Limited customer targeting
and personalization
capabilities
Disparate data sources
hindering capabilities to
draw insights and
identify patterns
New SaaS-based
subscription model
requiring a shift in
marketing operations
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Solution Created a “Single Source,
360º View of the Customer”
Defined the structure, rules and business logic
for a robust data-driven Marketing platform
Tracked customer involvement from capture
to purchase, providing rich data for analytics
Established organizational alignment and
readiness across Business Units, Marketing, IT
and Operations
Prepared the organization for change
through employee and partner
communications
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Performance outcomes
Consolidation of data
sources from 20 to 1,
with fully linked and
easily accessed
offline/online
aggregated
customer profiles
200% increase in lift from
display retargeting
1 common message
deployed across 3
marketing channels
20to 1
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And, of course
one happy Tech CMO!
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Let us help you build a business strategy
enabled via digital technology and data,
designed to delight customers and drive
measurable results
We are PwC
Taking B2B (Business-to-Business) and
transforming it into B2P (Business-to-People)
© 2016 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network.
Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. 24

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