How to Use Technology to Be a Forward-Looking Agile Marketer
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The document discusses how marketers can use technology and data-driven agile planning approaches to effectively navigate today's rapidly changing marketing environment. It advocates adopting an agile marketing planning process that leverages predictive analytics and continuous optimization to align strategy, budgets, tactics and measurements across short and long-term planning cycles. The ThinkVine solution is introduced as a "Sim City for CMOs" software that generates accurate sales forecasts by simulating consumer behavior in response to integrated marketing plans.
How to Use Technology to Be a Forward-Looking Agile Marketer
- 1. © ThinkVine. All Rights Reserved. How to Use Technology to Be a Forward-‐looking, Agile Marketer Mark Ba7aglia, CEO
- 2. © ThinkVine. All Rights Reserved. CMO
- 3. © ThinkVine. All Rights Reserved. Chief MARKETING Officer
- 4. © ThinkVine. All Rights Reserved. Chief COMMUNICATIONS Officer
- 5. © ThinkVine. All Rights Reserved. Chief CUSTOMER Officer
- 6. © ThinkVine. All Rights Reserved. Chief ANALYTICS Officer
- 7. © ThinkVine. All Rights Reserved. Chief GROWTH Officer
- 8. © ThinkVine. All Rights Reserved. CGO
- 9. © ThinkVine. All Rights Reserved. Consumers are more diverse.
- 10. © ThinkVine. All Rights Reserved. People consume media and purchase products in many different ways.
- 11. © ThinkVine. All Rights Reserved. There is no one, simple “path-to-purchase.”
- 12. © ThinkVine. All Rights Reserved. Consumers are bombarded with marketing messages.
- 13. © ThinkVine. All Rights Reserved. Marketers have many options ofwhere, when and how much to spend.
- 14. © ThinkVine. All Rights Reserved. Marketers are being held accountable based on sales and ROI.
- 15. © ThinkVine. All Rights Reserved. The pace of change is accelerating.
- 16. © ThinkVine. All Rights Reserved. What’s a CGOto do?
- 17. © ThinkVine. All Rights Reserved. It all starts with your customer.
- 18. © ThinkVine. All Rights Reserved. The cadence of marketing must match the just-in-time cadence of consumers. - Joel Rubinson
- 19. © ThinkVine. All Rights Reserved. To win, you must use data, analytics and technology in new ways.
- 20. © ThinkVine. All Rights Reserved. • Chief Martec Technology Landscape here
- 21. © ThinkVine. All Rights Reserved. What about planning?
- 22. © ThinkVine. All Rights Reserved. Marketing Planning “Cycles” • Strategic • Annual/Budgeting • Mid-course corrections • Ad Hoc
- 23. © ThinkVine. All Rights Reserved. Strategy must be prediction-led and optimization must move at near real-time speed. - Joel Rubinson
- 24. © ThinkVine. All Rights Reserved. Today’s planning is designed for comfort, not speed. In mid-2013, 69% of marketers told Forrester Research that even annual planning is challenging due to the pace of change.
- 25. © ThinkVine. All Rights Reserved. Using data and analytics for execution has become “table stakes.” The next generation of competitive advantage is using them for planning.
- 26. © ThinkVine. All Rights Reserved. It’s time for Agile Marketing Planning
- 27. © ThinkVine. All Rights Reserved. • A systematic, holistic approach to improve results • Aligns with business objectives • Optimizes all marketing (eliminates silos) • Is consumer-focused, objective and predictive • Supports all four planning “cycles” • Everyone (staff & agencies) can use the software • Everyone works with the same assumptions • Everyone gets relevant, timely, actionable info Agile Marketing Planning 27
- 28. © ThinkVine. All Rights Reserved. How Agile Planning Can Help With Strategy • Understand what drives your business. • Decide which consumer groups to target with your markeJng and what organizaJon/ecosystem capabiliJes you need to execute the types of markeJng you need to do to drive sales. • Develop mulJ-‐year sales forecasts that incorporate markeJng strategy and quanJfy the effects of markeJng plan opJons.
- 29. © ThinkVine. All Rights Reserved. How Agile Planning Can Help With Annual Planning/BudgeBng • Develop accurate one-‐year forecasts and change the dialogue about the “right” level of investment markeJng. • Begin the conversaJon with objecJve, reliable forecasts. • If the number gets “handed down” from Finance, determine if you have the markeJng budget needed to meet the sales target. • Once you have the final budget, find the mix that best meets short-‐ and long-‐term goals. • Share forecasts with other departments to improve alignment.
- 30. © ThinkVine. All Rights Reserved. How Agile Planning Can Help With Mid-‐course CorrecBons • Quickly analyze results versus plans and forecasts (variance analysis) so you can confidently make changes. • Discover emerging opportuniJes for addiJonal growth. • Forecast the effects of changes to the plan using updated info.
- 31. © ThinkVine. All Rights Reserved. How Agile Planning Can Help With Ad Hoc Planning • Quickly respond to changes in external factors, compeJJve markeJng and budget changes. • Be responsive to C-‐Suite decision cycles. • Easily and objecJvely quanJfy the likely effect of each idea on this year and next. • Respond to organizaJonal changes, new research, etc., while maintaining historical perspecJve.
- 32. © ThinkVine. All Rights Reserved. ThinkVine’s SoluBon is “Sim City for CMOs” 32 • Soware-‐based marketplace where simulated people consume media and purchase products the way real people do, plus expert Advisory Services. • Includes all on and offline markeJng across all consumer groups. • Anyone can quickly run opJmizaJons or What Ifs that produce accurate forecasts with the acJonable informaJon needed to improve business results. Sales Forecasts “What If?” Plans Simulated Marketplace
- 33. © ThinkVine. All Rights Reserved. External Factors Copy Quality Geographies Marketers Can Pull Many Levers and Get MulB-‐Dimensional Info 33 TacBcs Timing Targets Spend DistribuBon Price
- 34. © ThinkVine. All Rights Reserved. 34 MORE ACTIONABLE Consumer-‐focused More granular informaBon MORE ACCURATE Includes all markeBng Forecasts within 1-‐2% MORE AGILE Any marketer anyBme CollaboraBve workflow ThinkVine is Transforming MarkeBng Mix to Improve Results
- 35. © ThinkVine. All Rights Reserved. Understand ROI of All MarkeBng IdenBfy Key ObjecBves Discover OpBmal Budget Level Create Plans Simulate & Forecast Execute & Evaluate Results You Get Agile, ObjecBve Analysis, Planning, TargeBng & ForecasBng MarkeBng OpBmizaBon via So_ware-‐as-‐a-‐Service • Data collecJon, validaJon and processing • Custom marketplace • Historical insights and forward-‐looking guidance • Soware training • Unlimited soware use • Soware support • Ongoing data updates • Forecast accuracy reviews, updates if needed • Ongoing Advisory Services 35
- 36. © ThinkVine. All Rights Reserved. See a 2 minute video overview at www.thinkvine.com or call +1 (513) 842-‐5900 Get better results from your marketing mix.