Empowering Marketing: Powering the Future of People-Centric Marketing. Presentation by Steve Forbes of Microsoft at the 2015 BMA Carolinas B2B Marketing Conference

1. EMPOWERING
MARKETING
Powering the future
of people-centric
marketing

2. Steve Forbes
Sales Marketing
Customer Experience

3. 3

5. Technology, Interactions, and Opportunities
5

6. 6

7. 7

8. Consumers want to engage
48%of global consumers expect brands to
know them and help them discover new
products or services that fit their needs.
57%of global consumers say they are more likely
to pay attention to communications that
are contextual and intelligent.

9. How do you make the shift to
customer-driven everything?
12

10. The saying vs. doing gap
B2C: “Just 28% [of marketers] centralized
customer data from across channels to
create a single record for the customer,
despite their desire for a 360-degree view
of customer-brand interaction.”
- Relevancy Group, June 2015
B2B: “While 83% of marketers say creating
buyer-centric is a priority, only 23% claim
to be at an advanced state of this
transition”
- Sirius Decisions, 2015

11. June 2015
The consumer
data value
exchange study

12. 3 Rules for Moving People Up the Value Ladder
Source: Microsoft Consumer Value Exchange Study, 2015

13. Make data
meaningful
(the what)

14. Companies are
perceived to take more
than consumers give
Source: Microsoft Consumer Value Exchange Study, 2015;
Microsoft & Research Now
Data collected
by companies
Data I share
with companies

15. -13
-16
-18
-16
-13
-20
-11
-10
-18
-12
-12
64
59
51
45
47
38
44
37
24
29
21
77
75
69
61
60
58
55
47
42
41
33
Technology
Financial Services
Telecom
Travel
Electronics
Healthcare
Retail
Entertainment
Auto
CPG
Luxury
The sharing gap exists
across industries
Data collected vs. shared by Industry Sharing gap
“If they give a
benefit…
something
that will
improve my
life, then they
can use my
data."
- Male Mainstream, FranceData
collected
Data I
share
Source: Microsoft Consumer Value Exchange Study, 2015;
Microsoft & Research Now

16. Not willing to share
Willing to Share
High awareness
of data
Low awareness
of data
OPPORTUNITY = AMPLIFYING
PERSONAL VALUE
Source: Microsoft Consumer Value Exchange Study, 2015

17. Focus on
personal benefits
(the how)

18. Focus on positive, emotional benefits to give
value back to consumers
Source: Microsoft Consumer Value Exchange Study, 2015
Helps me feel informed
and in control
Helps to inspire me
and inform discovery
Helps me feel smart and
accomplished

19. ACHIEVEMENT
Why it prompts sharing:
• Helps me feel accomplished
• Makes me look good
63
49
48
29
28
20
A service that pays you cash/rewards
Loyalty points for services and
products
A service that offers you significant
discounts
A service that supports your goals
and encourages progress
Premium Access/Enhanced Service
with more features
VIP/Beta Access
% of consumers who would share data in
exchange for….
Source: Microsoft Consumer Value Exchange Study, 2015;
Microsoft & Research Now

20. Data
Activity
Preferences
Immediate Benefit
Loyalty points
Merchandise
Long term Value
Supports goals/encourages progress

21. ORDER
Why it prompts sharing:
• Helps me feel organized
• Helps me prioritize/frees up time
for what is really important
30
28
27
24
16
A service that connects with all your
devices and simplifies your life
A way to get things done with fewer
steps (e.g. automatic logins)
A service that automatically prioritizes
what is important to you
A service that provides reminders at
the right time on the right device
Location-based reminders
% of consumers who would share data in
exchange for….
Source: Microsoft Consumer Value Exchange Study, 2015;
Microsoft & Research Now

22. Data
Location
Purchase History
Preferences
Immediate Benefit
In-store navigation
Easy checkout
Long term Value
Enhanced recommendations
Automatic reminders (gifts)

23. DISCOVERY
Why it prompts sharing:
• Makes me feel connected to the
world around me
• Helps me be spontaneous
36
29
27
22
A personalized discount finder (on
things you love)
A service that offers suggestions that
help you improve
A service that proactively provides
content based on your interests
A service that helps inspire you to do
something new based on people like
you
% of consumers who would share data in
exchange for….
Source: Microsoft Consumer Value Exchange Study, 2015;
Microsoft & Research Now

24. Data
Photo
Social profile
Immediate Benefit
Personalization
Long term Value
New ideas based on people like me
Personalized suggestions

25. Bombardment ControlAccessTransparency
Barriers to Sharing
Source: Microsoft Consumer Value Exchange Study, 2015

26. Eliminate
barriers to
sharing (the why)

27. Get to positive, permission-based data exchanges
Source: Microsoft Consumer Value Exchange Study, 2015

28. Not willing to share
Willing to Share
High awareness
of data
Low awareness
of data
Source: Microsoft Consumer Value Exchange Study, 2015

29. Not willing to share
Willing to Share
High awareness
of data
Low awareness
of data
Net less
willing:
57%
Source: Microsoft Consumer Value Exchange Study, 2015;
Microsoft & Sentient Decision Science

30. Key takeaways
Source: Microsoft Consumer Value Exchange Study, 2015

31. Now What?

32. Finding the signal through the noise

33. 89%
Percent of fortune 500
companies that are gone
since 1955
20 Billion
Projected number of devices
in market by 2020
2x
Average rate of data
growth every two years
90%
Percentage of world’s
data created in the last
two years
References………..
"If the rate of change on the outside exceeds the rate of change on the inside,
then the end is near.” - Jack Welch

34. Leverage technology
Apps: Pick or build your stuff
Reporting: Use
the tools you
already know
Back-end: Not scary – we can help!

35. Powering passion with fan engagement
“We are taking our relationship with Microsoft a step further: a digital alliance that will
revolutionize the relationship between the club and its fans...a digital community of 120
million fans across the world.”
— Florentino Pérez, President, Real Madrid
Objectives
• Reimagine the experiences, content, and exclusive
digital services for club supporters, fans, and players
• Experiences available at the stadium, at home, and
anywhere on any device
• Immerse fans with statistics, details of matches real
time, and the ability to create “mock teams”
• Deliver to the segment of one an individualized
experience based on context and preference

36. Get started with a Data Visualization Jumpstart, a
two-week engagement with Microsoft Services
that will implement Power BI or Datazen helping
customers discover Business Insights through
powerful visualizations and easy access to
different data sources.
Expand business insight with the Advanced
Analytics solution, an eight-week engagement
with Microsoft Services that provides a custom
data warehouse solution on the Azure Analytics
Platform delivering relevant and actionable
analytics models.
See how data can drive measureable change across your company
with one of two starting offers, the Data Visualization Jumpstart
and the Advanced Analytics Solution.
Get started with Data Insights

37. Next Steps
Contact your Microsoft Account Manager
Contact Steve Forbes: sforbes@microsoft.com
Download the study:
http://advertising.microsoft.com/en/cl/33087/cons
umer-data-value-exchange

40. Microsoft Enterprise Services
Enterprise
Strategy
Consulting Support
Partner
Enablement
Microsoft
Services
6,000
consultants & enterprise architects
5,000
Premier Support professionals
20,000 employees worldwide
architects, engineers, consultants, and support
professionals with the deepest expertise in Microsoft
technologies
35,000
Global Partners
191 countries 46 languages
A Worldwide Footprint
of the
Fortune
1,00075%

41. Resonating with target markets
BMW utilizes social media insight to enhance brand message
“By using Windows Azure to make audience data available in Microsoft Dynamics
CRM, we enhanced the business continuity of our marketing campaign and
developed more than 900 new sales prospects.”
— Beata Bujalska, E-marketing Analyst, BMW Latin America
Objectives
• Run targeted, scalable
campaigns in multiple
markets.
• Convert online
interactions into real
transactions.
Tactics
• Integrate social media
data with Microsoft
Dynamics CRM to
improve targeting.
• Use Windows Azure
to store vast social
media data
Results
• Rich data repository improves
lead generation techniques
• Cloud-based solutions make it
easier and cheaper to manage
customer data

42. Providing a digitally interactive brand experience
Audi engages customers with a gesture based shopping experience
“…With Audi City we are creating a one-stop-shop for experiencing our brand. It is
right in the midst of our customers’ lives, yet seamlessly connected to the online
range offered by the four rings.”
— Peter Schwarzenbauer, Member of the Board of Management, Audi
Objectives
• Personalize the dealership
experience in an
interactive and immersive
way, while utilizing a
smaller footprint
• Engage a metropolitan
and digitally oriented
demographic
Tactics
Created Audi City, where
customers can create
and visualize through
Kinect technology on a
wall-to-wall HD,
photorealistic 3D screen.
Results
• Brought their brand closer to their
customers geographically and
emotionally
• Engaged the digitally oriented
demographic
• Maintained and utilized a
minimalistic footprint