In a world overrun by data, how do we move beyond dashboards to true customer insights? Data driven marketing is helping us shape the future of marketing by better understanding our customer, creating amazing experiences and building more personal interactions. But, the bigger question is, how do we use it? In a world where the amount of data we have only increases, harnessing intelligent action through predictive analytics is a top priority for marketers. Come hear how you can start using data to unlock your customers and your full marketing potential. We will discuss data visualization, predictive marketing scenarios available to businesses both big and small, and the holy grail of prescriptive marketing with Microsoft’s Jeff Marcoux.

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Unlocking Your Customer: Predictive Marketing
JEFF MARCOUX | @jeffmarcoux
CMO Lead Enterprise Marketing | Microsoft
Photo courtesy of creative commons license: https://www.flickr.com/photos/bitterjug/870861414/

15. @JeffMarcoux

16. Drowning in Data
@JeffMarcoux

17. @JeffMarcoux

19. @JeffMarcoux

20. @JeffMarcoux

21. @JeffMarcoux

22. @JeffMarcoux

23. @JeffMarcoux

24. Technology Process Culture

25. Predictive
@JeffMarcoux
“If data is the key to customer experience,
then predictive marketing is the lock”

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

27. Jeff Marcoux
CMO Lead, WW Enterprise Marketing
Marketing Professor, UC Irvine
Board Member, Internet Marketing Association
@JeffMarcoux

28. “Every touch point with a customer is marketing”
@JeffMarcoux

29. Great marketing starts with the customer
The shift to buyer-driven everything
“The “power to the people”
phenomenon is displacing
brand-centric strategies in
favor of buyer-driven
everything.”
– Gartner Inc., Dec 2013

30. Customer-Centered
What if your marketing
could be valuable to the
consumer and help them
move along the customer
lifecycle?
Integrated
What if you had one
solution for all your
media targeting and
content optimization?
Broadcast, Digital, Social
all working together
When brands
place the
consumer at
the center it
not only
creates a better
experience for
consumers, it
increases
return for the
brand.
Personalized
What if you could make
every piece of content
you share with consumer
personalized to them?
Optimized
What if your marketing
was automatically
working to help you
achieve your goals?
The future of marketing
Customer-centered personalized marketing

31. Video
P L A Y
Discover how Real Madrid created a personal
relationship with their fans

33. 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

34. “The X factor for marketersis to gatherand use the righttype of datato manage
customerexperiencesand make them exceptionalin a very chaoticenvironment.”
– YvonneGenovese,groupvice presidentfor Gartnerfor MarketingLeaders
Uplift in sales for marketers
who are personalizing their
Web experiences
– eConsultancy 2015
19% of online consumers get
frustrated with Web sites when
content appears that has nothing
to do with their interests.
– Harris Interactive, 2013
74%
How are
you
activating
around
your
customers?

35. What is holding us back? Digital complexity
The biggestchallengeswith personalizationare gaininginsightquicklyenough
(40%),havingenoughdata (39%),and inaccuratedata(38%).– Forrester,2014
Too many tools Too many silos Too much data
Not enough implementation of the data

36. Current state of industry
marketing solutions
Microsoft marketing
solutions

37. How do you make the shift to
buyer-driven everything?
37

38. …to people-centric
From product-
centric…

41. Microsoft.com/Marketing | #ReimagineMarketingInspiring Intelligence
Marketing
Fragmented Systems
POS
Ad Server
Recommendations
Search
Mobile
Social
Same Day
Product
Development
CRM
ERP
Checkout
Video

42. New Data Sources

44. Source: Gartner
VALUE
DIFFICULTY

45. Top five reasons:
- Predict Trends
- Understand Customers
- Improve Business Performance
- Drive Strategic Decision-Making
- Predict Customer Behavior
TDWI Research

46. Predicative Scenarios
Demand Forecasting
Fraud Detection
Customer Segmentation
Anomaly Detection
Personalized Marketing
Churn Analysis
Give consumers what they want before they know they want or need it
• Recommendation Engine
• Frequently Bought Together
• SEM Bid Optimization
• Many More…

47. Inspiring customer passion and imagination
“With the Microsoft Cloud we are able to quickly upload our data ask the questions, get
the insights and then operationalize that data.”
— Andrew Laudato, Senior Vice President & CIO, Pier 1 Imports

48. Predictive
Analytics

49. DEMO:
Prescriptive Offers

50. Predictive
Analytics

55. Connecting and automating critical processes
“…Having the information at our finger tips to rectify the incident quicker, it’s a case of
making things so much simpler for us and giving us more information than we’ve ever
had before.”
— Gary Burnham, Emergency Response Unit Training Manager, London Underground

56. Predictive
Analytics

57. Customer Data Enhancement & Utilization
Cell Phone
Beacon
Personalized
Movement
Rules
Distance to
Product
Order of
Motion
Time spent
stationary
Cell Phone
Beacon
Customer Data
Platform
System
3rd Party Data
Services
Direct
Personalized
SMS
Azure ML
Call

58. Video
P L A Y
Discover how McDonald’s builds
brand loyalty with personal marketing

61. 61

62. Jeff Marcoux
jmarcoux@microsoft.com
@JeffMarcoux
Take your marketing analytics
to the next level