Disrupting Digital Experience #atcomnext
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Satya Nadella emphasizes the importance of innovation in marketing, highlighting the shift towards buyer-driven strategies and the role of technology, particularly cloud computing and analytics. The document presents case studies demonstrating how companies like Dyson and 7digital leveraged Microsoft Azure for effective marketing campaigns, enhancing customer engagement and loyalty. It underscores that understanding customer behavior through data is essential for driving personalized experiences and maximizing marketing impact.
![• Transform from big
data to actionable
data with marketing
insights
• Get a single, unified
view of each
customer
• Anticipate what’s
next with predictive
analytics
One marketing vision: better insights, bigger impact, built for you
9
“[Marketers] must take responsibility for the consumer experience
and drive consumer-centric measures.”
• Reach customers
with a new breed of
advertising
• Connect across
every channel
• Win customer
hearts with
immersive, social
experiences
• Inspire by
connecting across
both physical and
digital worlds
MARKETING
ANALYTICS
Bring your customer
into focus
DIGITAL
MARKETING
Be in the moments
that matter
CUSTOMER
EXPERIENCE
Innovate along the
journey](https://image.slidesharecdn.com/atcomnextyuriyzaytsev-150602100129-lva1-app6892/85/Disrupting-Digital-Experience-atcomnext-9-320.jpg)
Disrupting Digital Experience #atcomnext
- 2. History of making big bets Our industry doesn’t respect tradition – it only respects innovation Satya Nadella CEO, Microsoft
- 3. 3
- 4. History of making big bets I believe over the next decade… intelligence will become ambient... made possible by an ever-growing network of connected devices, incredible computing capacity from the cloud, insights from big data, and intelligence from machine learning. Satya Nadella CEO, Microsoft
- 5. Reinventing productivity & business process Create more personal computing Build the intelligent cloud
- 6. “By 2017, the CMO will spend more on IT than the CIO and control most of the technology spending. “
- 7. Great marketing starts with the customer The shift to buyer-driven everything 7 “The "power to the people" phenomenon is displacing brand-centric strategies in favor of buyer-driven everything.” – Gartner Inc., Dec 2013
- 8. The Marketer’s Dilemma Staying in step with the customer along the path to purchase 8 How do I drive more effective marketing campaigns and simplify the complexity of execution? Actionable insights Responsive teams Digital innovation Multi-channel campaigns
- 9. • Transform from big data to actionable data with marketing insights • Get a single, unified view of each customer • Anticipate what’s next with predictive analytics One marketing vision: better insights, bigger impact, built for you 9 “[Marketers] must take responsibility for the consumer experience and drive consumer-centric measures.” • Reach customers with a new breed of advertising • Connect across every channel • Win customer hearts with immersive, social experiences • Inspire by connecting across both physical and digital worlds MARKETING ANALYTICS Bring your customer into focus DIGITAL MARKETING Be in the moments that matter CUSTOMER EXPERIENCE Innovate along the journey
- 10. Create engaging digital experiences Digital Marketing Be in the moments that matter “Marketing is moving towards a point where all areas of marketing have a digital element and all of these different areas must be aligned and working as one.” - IDC, June 2014 Grow and reach a global audience Deliver content and offers at the right time
- 11. Create engaging digital campaigns Drive excitement for a new product with unique digital experiences “We chose Azure because we wanted to take advantage of all the PaaS services it has to offer.” — Mark Rodger, Head of Implementation, Hogarth Objectives • Generate excitement, awareness and interest for new product launch • Allow fans to get a close look at the new product, both outside and inside too. Tactics Dyson’s Agency, Hogarth worked with Microsoft to build a new digital marketing micro-sites campaign platform on the Azure Websites service to speed time-to- market and lower costs. Results • 2.5M users in 48 hours, only expected 150K on the first day. • Fast and responsive for users, even under massive use allowed designers to add more creative features to make experience even richer.
- 12. Deliver content and offers at the right time Driving more sales with more personalized content Azure Notification Hubs provided exactly the kind of flexible, cross-platform solution that we needed.” Ling Khor Senior Product Manager, 7digital Objectives • Along with its music, 7digital wanted to deliver recommendations and editorials to its customers in their mobiles apps. Tactics • 7digital used Azure Notification Hubs that allows it to push millions of notifications simultaneously or personalized ones to individual users Results • Increased customer loyalty in highly competitive digital music market. • Very fast to market with support for the most popular mobile devices. • Efficiency in sending targeted messages to select customers or in sending millions all at once around the world.
- 13. Win customer hearts with immersive, mobile experiences Build an emotional connection with rich media Customer Experience Innovate along the journey “In this age, the only source of competitive advantage is the one that can survive technology- fueled disruption: an obsession with customer experience.” – Harley Manning, Forrester VP
- 14. Customer Experiences Drive Loyalty Win customers with immersive mobile experiences “We couldn’t have done shared video over an app with fans halfway around the world if Microsoft hadn’t made it so easy for us” Shane Whelan, Digital Communications Manager, British & Irish Lions Objectives • The Lions wanted to involve the millions of fans who could not journey with them on a tour halfway around the world. Tactics • With Azure, the team created a mobile app for iOS, Android and Windows featuring compelling content, interactive competitions, near- real-time videos, and more. Results • Non-professionals easily upload near- real-time video • Supports tens of thousands of simultaneous users • Reduces development time and cost, and hosting expense by 80 percent
- 15. Unlocking brand recognition with digital engagement Allow fans to experience content through innovative and immersive ways “We're incredibly excited about this integrated partnership opportunity. We asked Microsoft to come up with a solution that challenged the previous conventions around what was possible with its display offering and we're confident this interactive campaign will excite and engage fans as they journey into the second film in the trilogy.” — Danni Murray, Director of Media and Marketing Partnerships, Warner Bros UK & Ireland Objectives • Generate excitement, awareness and interest for The Hobbit: The Desolation of Smaug • Allow fans to immerse themselves in the world of the Hobbit wherever they may be • . Tactics Together with Microsoft, PHD and Think Jam, Warner Bros UK launched a digital advertising campaign allowing fan to access exclusive movie content through multiple channels. Results • Utilized multiple digital channels in order to engage their fans and generate interest and excitement around the film • First ever film campaign where creative was unified throughout all channels providing consistent, entertaining experience across platforms
- 16. Transform from big data to actionable data with insights Get a single, unified view of each customer Marketing Analytics Bring your customer into focus “…Nobody wants data. What they want are the answers.” – Professor David Hand of Imperial College London, March 2014 Anticipate what’s next with predictive analytics
- 17. Build data driven marketing for higher ROI Turning customer data into targeted offers “It gave marketing a new way to retain users and keep them interested by talking about new aspects of the game. …Basing an email campaign on Azure’s HDInsight Service was a big win for the marketing team”. -Mark Vayman, Lead Program Manager, Halo Services Team Objectives • Understand player behavior to improve in-game experience, increase time in game. • Identify opportunities to build additional revenue. Tactics • 343 Industries used Azure during the Halo 4 launch to track multiple game elements including: most used features and length of time in game. Results • Improved in-game player experience • Targeted follow-up emails based upon actual customer game preferences and game play. • Longer time in-game, higher customer retention, additional revenue opportunities.
- 18. Anticipate what’s next with predictive analytics Using Machine Learning to delight customers “Although the Pier 1 Imports brand is the same as it has been for more than 50 years, we are continually getting better at identifying what our customer wants, using Microsoft Azure Machine Learning and resulting data insights”. -Sharon Leite, EVP Sales and Customer Experience, Pier 1 Imports Objectives • Understand their customers better. • Send smarter, more targeted offers to customers. • Uncover potential unknown customer patterns and behaviors. Tactics • Pier 1 partnered with MAX451 to delight loyalty customers by using historical and behavioral data to predict what products they want next. Results • Ease of use by business users • Fast time to meaningful results • Accessible via the cloud • Predicting what their customer wants, before they want it.