Marketing of the future cloud london_22-06-2016_4.0
1. THE MARKETING OF THE
FUTURE
Gaining New Business with New Data and
New Analytics
PETER GENTSCH
22-06-2016 / LONDON
2. What makes the difference….
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Prince Charles
Born 1948; grew up in
England
Married the second time
2 children
successful in business
Wealthy
Spend their winter holidays
in the Alps
Likes dogs
Born 1948; grew up in
England
Married the second time
2 children
successful in business
Wealthy
Spend their winter
holidays in the Alps
Likes dogs
Ozzy Osbourne
Person 1 Person 2
4. Also in the B-to-B area there seem to be apparent Lookalikes
SEITE 4
> 10 years
Industry: IT Services
Located in Berlin
> 50 employees
> 5 € Mio revenue
Company 1 Company 2
> 10 years
Industry: IT Services
Located in Berlin
> 50 employees
> 5 € Mio revenue
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5. Big Data-Value Matrix: Smart Analytics leveraging Smart Data
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Data
Analytics
$
$
$
$
Traditional New
Firmographics, Stammdaten,
Web Controlling Data, …
Digital Footprint, Social,
Linked Data…
+
Traditional
New
Deep/ Active and
Transfer Learning ;
Data Mapping/ Fusion,
SNA, Semantics, ..
+
New forms of data
acquisition: Crawling,
Scraping, Parsing, ….. +
Statistic, OLAP,
Data Mining, ….
Standard BI-Business
New Analytics
New Data
Smart Data + Smart Analytics =
Smart Business
New Insights:
Leads, markets, ..
New Efficiency
Cos, time..
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8. Artificial Intelligence
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• Artificial Narrow Intelligence (ANI)
(Weak AI, specializes in one area)
• Artificial General Intelligence (AGI)
(Strong AI, human level)
• Artificial Super Intelligence (ASI)
(beyond human)
12. Best Practice
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• Getting deep market
insights
• Win new customers
• Identify and profile
audiences
• Attract user to use the E-
Shop
AUTOMOTIVE
CONSTRUCTION
ALIENS
E-SHOP
15. Online Dating in der PostProcessing Phase
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Category Attributes Type
Tech
Hosting, CMS, Server, Frameworks,
Widgets, JavaScript, CND, Analytics, …
Categorial
Firmographics
Revenue, # employees, balance sheet
figures, creditworthiness, industry, …
Scalar, Categorial
Social Channels, # Channels, # Interactions, … Categorial, Scalar
Traffic / Reach Unique Visitors, Page Views, … Scalar
Mobile Mobile Readiness, Mobile Apps, … Categorial
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16. Online Dating in der PostProcessing Phase
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Technology
Traffic
Reach
Mobile
SearchSocial Media
Connectivity
Quality
Digital
Topics
Digital
Index
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20. What are the discriminating indicators?
• Topics do have high impact
• They differentiate strongly
• They are partially orthogonal to industry sectors
• Digital Index has high discriminatory power
• Profile and segment companies properly
• Reflects modernity and digital maturity of
companies
• Applied technology correlates with IT budgets and
revenue/ seize
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21. • 6 x Increase in opportunities generated
• 22% conversion rate improvement
• Unexpected Audiences/ Leads
• Toys wholesaler
• Rental car
• ….
• Significant improvement of targeting and priorization
• Less effort to win and convert leads
• Closed-Loop: train and learn
• Communication signals as marketing alerts
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“Companies that have pioneered the
use of AI in sales rave about the impact,
which includes an increase in leads and
appointments of more than 50%, cost
reductions of 40%–60%, and call time
reductions of 60%–70%.
Thomas BaumgartnerHomayoun Hatami, Maria
Valdivieso – Mckinsey
June 10, 2016
23. • New data – new analytics new business must be
part of the overall digital transformation process
• Change management towards an agile and
customer centric organization
• The Marketing/ Sales Role is going to change
completely
• Digital DNA has to be established: Digital first/ only
• Data Science Team as linking pin and enabler
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Lead/ Audience
Identification
Lead/
Audience
Qualification
Lead/
Audience
Intelligence
Next Best Marketing
Action
Recommendation for
Marketing Executives
Engagement with
Audience
Degree of automation today
In the
future
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Amelia
Tay
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Company AI Customer AI
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“By 2020, customers will manage 85
percent of their relationship with an
enterprise without interacting with a
human.”
Thomas BaumgartnerHomayoun Hatami, Maria
Valdivieso – Mckinsey
June 10, 2016