A Marketing Analytics Framework for CMOs #59

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CMO memerlukan wawasan yang lebih insights ke sejumlah besar proses pemasaran yang kompleks untuk membuat keputusan penting tentang pelaksanaan dan operasi. Sebuah tim insights pemasaran diperlukan untuk membangun kerangka kerja analitis yang mendorong agar data yang insight tadi berguna untuk CMO dan pengambil keputusan pemasaran lainnya.

Executional Process and Insight Areas
Decisions CMOs Must Make
Information Sources Required for Decisions
Analytical Capabilities Required for Analysis
Analysis Feeds These Business Apps
Customer Life Cycle Management
Identify customers and customer segments to acquire, retain, grow or allow to leave.
·         Customer database or data warehouse (e.g., demographic, psychographic, life stage, life cycle, profitability and product/service data)
·         Third-party customer data (e.g., demographic, psychographic, lifestyle and life stage data)
·         Transactional systems (e.g., interaction data)
·         Social media data
·         Customer segmentation
·         Customer profitability analysis
·         Predictive modeling for opportunity
·         Retention and attrition analysis
·         Customer profiling and psychometric analysis
·         Social analytics to identify customer wants and needs
·         Reporting and analysis on customer segments or targeted groups (profitability, retention, growth)
·         Marketing dashboards and performance management solutions
·         Campaign management
·         Contact center desktop agent
·         Sales force automation
·         Operational data store or customer hub
Customer Program Management
Identify customers for retention, loyalty and rewards programs.
·         Customer database or data warehouse (e.g., profitability, loyalty, rewards data)
·         Loyalty database or loyalty providers
·         Transactional systems (e.g., interaction data)
·         Social analysis
·         Customer profitability analysis
·         Predictive modeling for retention and opportunity
·         Customer profiling and psychometric analysis
·         Customer satisfaction and loyalty analyses/indices
·         Sentiment analysis
·         Social media monitoring
·         Marketing dashboards and performance management solutions
·         Loyalty systems
·         Campaign management
·         Contact center desktop agent
·         Sales force automation
·         Operational data store or customer hub
·         Customer advocacy platforms (e.g., social media or communities)
Multichannel Campaign Management
Determine appropriate channels, execute high-performing campaigns, measure campaign performance and optimize campaign mix.
·         Campaign database (e.g., campaign type, channels, customer segments targeted)
·         Customer database (e.g., demographic, psychographic, life stage, life cycle, profitability, product/service data)
·         Channel(s) data (e.g., customer response to campaign data)
·         Third party customer data (e.g., demographic, psychographic, lifestyle, life stage data)
·         Marketing services providers (e.g., prospect data or lists)
·         Transactional or interaction data for event-triggering
·         Social media data
·         Customer segmentation
·         Predictive modeling to identify opportunities
·         Modeling for event triggers
·         Customer profiling
·         Campaign tracking and measurement
·         Web/contact center analytics for inbound marketing
·         Campaign, channel and offer optimization
·         Text mining for social media
·         Marketing dashboards and performance management solutions
·         Campaign management
·         Contact center desktop agent
·         Sales force automation
·         Social media (e.g., Facebook, Twitter, LinkedIn)
·         E-commerce
·         Email marketing services providers or systems
·         Direct mail services
·         Customer statements
·         Operational data store or customer hub
Creative Advertising Campaigns
Determine appropriate media and content, support media planning and buying, execute advertising campaigns, measure media and campaign performance, optimize media mix.
·         Creative agencies (e.g., creative costs, media buy and performance information)
·         Interactive or digital agencies (e.g., costs and performance data)
·         Media buying outlets (e.g., costs and performance data)
·         Internal advertising departments (e.g., costs, resource and performance data)
·         Media data sources
·         Media planning and buying analytics
·         Media measurement
·         Media mix optimization
·         Marketing dashboards and performance management solutions
·         Media planning tools
·         Agency-based solutions
·         Digital media (e.g., Web, mobile and social)
·         Search marketing
Promotions Management
Develop, plan, execute and measure promotional activities including in-store promotions and promotions via distributors and other partners.
·         Trade promotion systems
·         CRM systems
·         Marketing systems
·         Point of sale (POS) and store systems
·         Market data
·         Promotion planning
·         Demand forecasting
·         Promotion measurement
·         Pricing analysis
·         Revenue/sales and margin analysis
·         Pricing and promotion optimization
·         Marketing dashboards and performance management solutions
·         Trade promotion systems
·         POS systems
·         Operational data store or customer hub
Market Management
Determine appropriate market opportunities across various geographies and countries, plan and execute market strategies, measure market success.
·         Market data (external or internal)
·         Competitive intelligence systems
·         Customer data warehouse
·         CRM systems
·         Transactional systems
·         Third-party customer data
·         Market analysis
·         Scenario simulation
·         Demand forecasting
·         Measurements of customer acquisition and revenue growth within region or country
·         Marketing dashboards and performance management solutions
·         Marketing resource management (MRM) solutions
·         Operational planning systems or corporate performance management (CPM) solutions
·         Campaign management systems
Competitive Intelligence
Determine primary competitors, develop and execute competitive campaigns, measure competitive position.
·         Competitive intelligence systems (e.g., competitive data for market share, revenue, customers, marketing budgets)
·         Market data
·         Sales automation systems
·         Competitive analysis
·         Demand forecasting
·         Marketing dashboards and performance management solutions
·         Competitive intelligence systems
·         Operational planning systems or CPM solutions
Lead Management
Align marketing and sales to develop a more effective lead generation and management program, and measure lead process.
·         Marketing or campaign system (e.g., lead generation, lead qualification, lead routing and lead close data)
·         Sales automation systems or database (e.g., conversion rates and associated revenue)
·         Third-party customer or market data (e.g., prospecting data or lists)
·         E-commerce and social media (lead generation sources)
·         Opportunity analysis
·         Lead scoring and nurturing
·         Lead prioritization and optimization analysis
·         Lead process measurement
·         Web analytics
·         Social analytics
·         Marketing dashboards and performance management solutions
·         Campaign management
·         Sales force automation
·         Contact center desktop agent
·         E-commerce
·         Email marketing systems or services providers
Event Management
Develop, plan, execute and measure physical and online events.
·         Marketing systems (e.g., campaign and promotion data; lead generation and qualification data)
·         Sales systems (e.g., conversion rates and associated revenue)
·         Registration systems (e.g., interest, attendance, show floor traffic)
·         Social media data
·         Event planning
·         Lead generation measurement
·         Lead close measurement
·         Revenue generation measurement
·         Event resource optimization
·         Social media monitoring and analysis for reaction to event
·         Marketing dashboards and performance management solutions
·         Sales force automation
·         Campaign management
Table 1. CMO Insight and Analysis for Executional Processes

Source: Gartner (February 2012)

Operations Process and Insight Areas
Decisions CMOs Must Make
Information Sources Required for Decisions
Analytical Capabilities Required for Analysis
Analysis Feeds These Business Apps
Financial Management
Budget for marketing campaigns and programs.
Track and manage budget forecasts, committed budgets and actual expenditures.
·         MRM solutions (e.g., cost and financial data, agency spending, budget information)
·         Marketing systems (e.g., campaign, promotion, event and programs planned)
·         Finance and procurement systems
·         External agencies and vendors (e.g., supplier costs)
·         Budgeting
·         Financial analysis
·         Budget resource optimization
·         Marketing dashboards and performance management solutions
·         MRM solutions
·         Finance and CPM solutions
·         Procurement systems
·         Integrated marketing management and campaign management systems
Strategic Planning
Develop strategic plans, and execute the marketing strategy across the entire marketing mix of campaigns and programs.
Align marketing goals with business objectives.
Measure marketing performance, and optimize marketing mix.
·         MRM solutions
·         Campaign management systems
·         Sales automation systems
·         Channel systems
·         Media buying outlets
·         Third-party market and customer data
·         Product and transactional systems
·         Agencies and other marketing vendors
·         Local marketing and partners
·         Financial and CPM systems
·         Operational systems
·         Sales systems
·         Scenario planning and simulation
·         Forecasting
·         Measurement and reporting
·         Marketing mix optimization
·         Operational and revenue analysis for business goal analysis
·         Return on marketing investment analysis
·         Balanced scorecard metrics
·         Marketing dashboards and performance management solutions
·         MRM solutions
·         CPM solutions
·         Integrated marketing management and campaign management systems
Resource Planning
Plan and allocate human resources based on required skills to support strategic marketing plan.
·         MRM solutions (e.g., cycle time, time to complete tasks, skills and team data)
·         HR systems (e.g., recruiting, training, hiring data)
·         External agencies and vendors (e.g., work and skills outsourced)
·         Skills analysis
·         HR planning
·         HR optimization
·         Marketing dashboards and performance management solutions
·         MRM solutions
·         HR systems
·         Integrated marketing management and campaign management systems
Project Management
Manage marketing projects from idea to execution for programs, campaigns, creative work and product launches.
·         MRM solutions (e.g., cycle time and task data)
·         Campaign management systems (e.g., campaigns planned)
·         Agencies
·         Compliance and regulatory systems (e.g., team members, reviews and approvals tracking and auditing)
·         Cycle time analysis
·         Alerting for overdue or upcoming tasks
·         Compliance monitoring and auditing
·         Marketing dashboards and performance management solutions
·         MRM solutions
·         Integrated marketing management and campaign management systems
Marketing Fulfillment
Manage brand compliance, measure content usage and effectiveness, and customize or localize content.
·         MRM solutions (e.g., content usage and effectiveness, template usage, reuse data)
·         Local or field marketing systems (e.g., usage data)
·         Partner systems (e.g., usage data)
·         Agencies (e.g., cost and distribution data)
·         Brand compliance monitoring
·         Content usage analysis
·         Dynamic content customization or localization
·         Language and currency translation analysis
·         Personalization
·         Marketing dashboards and performance management solutions
·         MRM solutions
·         Sales force automation or sales content management systems
·         Partner relationship management (PRM) or partner systems
·         Campaign management
·         Lead management systems
·         Print vendor systems
·         Media outlets
Marketing Asset and Content Management
Store and reuse content.
·         MRM solutions (e.g., percentage of content in repository, content update data, reuse data)
·         Digital asset management (DAM) or enterprise content management (ECM) systems
·         Agencies (e.g., cost data)
·         Asset and content reuse analysis
·         Agency spending analysis
·         Marketing dashboards and performance management solutions
·         MRM solutions
·         DAM or ECM repositories
·         Integrated marketing management and campaign management systems
Table 2. CMO Insight and Analysis for Operational Processes
Source: Gartner (February 2012)

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