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Building an Insights Engine
MARIO SIMON
October 2016
2014 HBR: Marketing2020
Big Insights
Purposeful Positioning
Total Experience
The world is growing more connected
212 Billion
devices
2008 2015 2020
7
Billion
25
Billion
!Connected
Society
Data People...
... and competitive advantages are deteriorating
1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
Manufacturing
A...
2015: Insights2020 Advisory Board
Keith Weed
Unilever
Sir Martin Sorrell
WPP
Diego Scotti
Verizon
Julian Prynn
BAT
Jerry W...
The Insights2020 Coalition
Founding Partners Publishing Partners
Largest and most global I&A study
60 Markets
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behaviorial Analys...
Customer Centricity and Revenue Growth go hand in hand
R² = 0.971
0
1
2
3
4
5
6
7
8
20 30 40 50 60 70 80 90 100
RevenueGro...
Insights2020 Focus
HOW
to achieve
Customer Centricity?
WHAT
are the drivers of Customer
Centricity?
HOW
is customer centri...
Overarching opportunities
Insights into
action across all
touchpoints
`
Behavioral
Data
Personalization
Purposeful
Marketi...
Common challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Infobesity &
making sense
of data
Recruitin...
Over- vs. Under-performers
Revenue growth over-performers excel in 3 dimensions:
CUSTOMER
CENTRIC GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS...
10 Drivers of Customer Centric Growth
8. Leading role of I&A
9. Unlocking the power of data
10. Critical capabilities
4. E...
Key Dimensions of Customer Centric Growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS
ENGINE
Key Dimensions of Customer Centric Growth
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
TOTAL
EXP...
Driver 1. Purpose-led
Link everything to a
clear brand purpose
Driver 1. Purpose-led
4
3
2
1
North Star for all
decisions
Integrated in total
marketing mix
Brand communications
Societal...
Driver 2. Data-driven customization
Creating experiences based
on data driven insights
Driver 2. Data-driven customization
4
3
2
1 Broad value proposition
Segmentation
Micro-targeting
Full 1-to-1
Key Dimensions of Customer Centric Growth
4. Embraced by all
5. Leadership priority
6. Collaboration
7. ExperimentationTOT...
Driver 4. Embraced by All
Customer Centricity is fully
embraced by all functions
4
Infused in all functions
processes and decisions
Seamlessly aligned
with external partners
Driver 4. Embraced by All
3
2...
Driver 5. Leadership Priority
Customer Centricity is a
top priority for leaders
Incentives are based on
customer related K...
Driver 5. Leadership Priority
3
2
1 Leadership advocates
customer centricity
Translated into personal
measures & incentive...
Driver 7. Experimentation
Embracing risk and
experimentation
Driver 7. Experimentation
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
emp...
Driver 7. Experimentation
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
emp...
Driver 7. Experimentation
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
emp...
2016 HBR: Building an Insights Engine
CUSTOMER
CENTRIC GROWTH
INSIGHTS
ENGINE
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
Building an Insights Engine – Driving Customer-Centric Growth
ENGAGE PARTNERS
Collaboration
Business
Marketing/Innovation
...
Building an Insights Engine – Driving Customer-Centric Growth
ENGAGE PARTNERS
Collaboration
Business
Marketing/Innovation
...
1. Forward Looking Orientation
1. Forward Looking Orientation
UAE
2. Data Synthesis
3. Whole-brain thinking
71%
42%
Skilled at whole-brain
thinking
3. Whole-brain thinking
Where the
“Magic” Happens
6. Experimentation
40%
13%
Embrace risk &
experimentation
6. Experimentation
7. Independence
29%
12%
Leaders report directly to
C-suite
10. Storytelling
61%
37%
Convey messages through
engaging narratives
Focus on products and services Focus on Total Experience
Focus on detail of data Focus on actionability of data
Managing risk Experimenting!
Deliver to customers
Co-create and innovate
with customers
Next Steps
5
4
3
2 Step 2
Step 4
Step 3
1 Step 1
Step 5
Data collecting
Join The Conversation
Collaborating
Experimenting
movement
Sharing
Publishing
Crowd
Sourcing
Networking
THANK YOU!
mario.simon@mbvermeer.com
@insights2020
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Insights Engine: ACA Executive Forum Keynote

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ACA Executive Forum kicks off the Insights Engine tour

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Insights Engine: ACA Executive Forum Keynote

  1. 1. Building an Insights Engine MARIO SIMON October 2016
  2. 2. 2014 HBR: Marketing2020 Big Insights Purposeful Positioning Total Experience
  3. 3. The world is growing more connected 212 Billion devices 2008 2015 2020 7 Billion 25 Billion !Connected Society Data People Process Devices
  4. 4. ... and competitive advantages are deteriorating 1900 - 1960 1960 - 1990 1990 - 2010 2010 - PRESENT Age of Manufacturing Age of Distribution Age of Information Technology Age of the Connected Customer
  5. 5. 2015: Insights2020 Advisory Board Keith Weed Unilever Sir Martin Sorrell WPP Diego Scotti Verizon Julian Prynn BAT Jerry Wind Wharton Harish Bhat TATA Gayle Fuguitt ARF Rob Norman GroupM Tony Fagan Google Barbara Lamprecht Volkswagen
  6. 6. The Insights2020 Coalition Founding Partners Publishing Partners
  7. 7. Largest and most global I&A study 60 Markets 337 Vision Interviews 10,495 Survey Respondents • LinkedIn Behaviorial Analysis • Wharton Crowd Sourcing • 8 Global research teams • Cross-industry, Cross-function
  8. 8. Customer Centricity and Revenue Growth go hand in hand R² = 0.971 0 1 2 3 4 5 6 7 8 20 30 40 50 60 70 80 90 100 RevenueGrowth Customer Centricity (%)
  9. 9. Insights2020 Focus HOW to achieve Customer Centricity? WHAT are the drivers of Customer Centricity? HOW is customer centricity linked to business?
  10. 10. Overarching opportunities Insights into action across all touchpoints ` Behavioral Data Personalization Purposeful Marketing Especially true for overperformers Globalization & ability to influece business
  11. 11. Common challenges Internal silos & bureaucracy Legacy of structure & functions Infobesity & making sense of data Recruiting wholebrain people Especially true for underperformers Especially true for overperformers Touchpoint consistency & doing more with less
  12. 12. Over- vs. Under-performers
  13. 13. Revenue growth over-performers excel in 3 dimensions: CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE
  14. 14. 10 Drivers of Customer Centric Growth 8. Leading role of I&A 9. Unlocking the power of data 10. Critical capabilities 4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation 1. Purpose-led 2. Data-driven customization 3. Touch point consistency
  15. 15. Key Dimensions of Customer Centric Growth CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE
  16. 16. Key Dimensions of Customer Centric Growth 1. Purpose-led 2. Data-driven customization 3. Touch point consistency TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
  17. 17. Driver 1. Purpose-led Link everything to a clear brand purpose
  18. 18. Driver 1. Purpose-led 4 3 2 1 North Star for all decisions Integrated in total marketing mix Brand communications Societal movement Uplifting mind and body
  19. 19. Driver 2. Data-driven customization Creating experiences based on data driven insights
  20. 20. Driver 2. Data-driven customization 4 3 2 1 Broad value proposition Segmentation Micro-targeting Full 1-to-1
  21. 21. Key Dimensions of Customer Centric Growth 4. Embraced by all 5. Leadership priority 6. Collaboration 7. ExperimentationTOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
  22. 22. Driver 4. Embraced by All Customer Centricity is fully embraced by all functions
  23. 23. 4 Infused in all functions processes and decisions Seamlessly aligned with external partners Driver 4. Embraced by All 3 2 1 Owned by I&A function Infused in customer facing functions
  24. 24. Driver 5. Leadership Priority Customer Centricity is a top priority for leaders Incentives are based on customer related KPIs
  25. 25. Driver 5. Leadership Priority 3 2 1 Leadership advocates customer centricity Translated into personal measures & incentives CC as key metric / guiding principle
  26. 26. Driver 7. Experimentation Embracing risk and experimentation
  27. 27. Driver 7. Experimentation 4 3 2 1 Managing risk Stimulating experimentation Allocating budget for experimentation Full empowerment
  28. 28. Driver 7. Experimentation 4 3 2 1 Managing risk Stimulating experimentation Allocating budget for experimentation Full empowerment
  29. 29. Driver 7. Experimentation 4 3 2 1 Managing risk Stimulating experimentation Allocating budget for experimentation Full empowerment
  30. 30. 2016 HBR: Building an Insights Engine CUSTOMER CENTRIC GROWTH INSIGHTS ENGINE TOTAL EXPERIENCE CUSTOMER OBSESSION
  31. 31. Building an Insights Engine – Driving Customer-Centric Growth ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience In Store EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal: Care-Line Traditional: Focus Groups New Data: Wearables .. INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale Incentives EQUIP for EXCELLENCE Independence Structure, Operating Model KM Infrastructure Training, Tools WHO: Insights Leaders Business Acumen Storytelling ©2016 Copyright Kantar Vermeer
  32. 32. Building an Insights Engine – Driving Customer-Centric Growth ENGAGE PARTNERS Collaboration Business Marketing/Innovation Customer DEVELOP STRATEGIES Integrate Planning Go To Market Digital/Social/Total Experience In Store EXECUTE IN REAL-TIME Affinity for Action Other Functions Suppliers Consumers/Super Users ACCESS SOURCES Forward looking Internal: Care-Line Traditional: Focus Groups New Data: Wearables .. INTEGRATE DATA Data Synthesis One version of the truth DISTILL INSIGHTS Whole-brain thinking Analytic, Creative & Empathetic EMBRACE DISRUPTION Experimentation Test and scale Incentives EQUIP for EXCELLENCE Independence Structure, Operating Model KM Infrastructure Training, Tools WHO: Insights Leaders Business Acumen Storytelling ©2016 Copyright Kantar Vermeer 1. Forward looking orientation 2. Data synthesis 3. Whole brain thinking 4. Integrated planning 5. Collaboration 6. Experimentation 7. Independence 8. Affinity for action 9. Business acumen 10. Storytelling
  33. 33. 1. Forward Looking Orientation
  34. 34. 1. Forward Looking Orientation UAE
  35. 35. 2. Data Synthesis
  36. 36. 3. Whole-brain thinking 71% 42% Skilled at whole-brain thinking
  37. 37. 3. Whole-brain thinking Where the “Magic” Happens
  38. 38. 6. Experimentation 40% 13% Embrace risk & experimentation
  39. 39. 6. Experimentation
  40. 40. 7. Independence 29% 12% Leaders report directly to C-suite
  41. 41. 10. Storytelling 61% 37% Convey messages through engaging narratives
  42. 42. Focus on products and services Focus on Total Experience
  43. 43. Focus on detail of data Focus on actionability of data
  44. 44. Managing risk Experimenting!
  45. 45. Deliver to customers Co-create and innovate with customers
  46. 46. Next Steps 5 4 3 2 Step 2 Step 4 Step 3 1 Step 1 Step 5
  47. 47. Data collecting Join The Conversation Collaborating Experimenting movement Sharing Publishing Crowd Sourcing Networking
  48. 48. THANK YOU! mario.simon@mbvermeer.com @insights2020

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