Powered byThe Three Elements of Digital Transformation Source: ANTS, Accenture 2015... Powered byDigital Transformation New Distribution Channel Source: ANTS, Accenture 2015... Powered
Trang 1| Multichannel Marketing Platform
Marketing theo định hướng dữ liệu
và Hệ thống quản trị khách hàng Số
Data-Driven Marketing and Digital CRM
TS Đinh Lê Đạt
Đồng sáng lập & CEO
http://ANTS.vn | May 2015
Dat@ants.vn | DatDL@fpt.com.vn
+84-912323911
Confidential
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The Three Elements
of Digital Transformation
Source: ANTS, Accenture 2015
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Digital Transformation
New Distribution Channel
Source: ANTS, Accenture 2015
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Data-Driven & Digital Marketing
Hierarchy of Ad Tech
Source: ANTS, Accenture 2015
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Data-Driven & Digital Marketing
Hierarchy of Ad Tech
Source: ANTS, Gartner Mar 2015
Ad tech includes all technology that supports digital advertising activities:
■ Audience targeting refers to the ability to
target ads using specific criteria to identify intended recipients This excludes most paid search advertising, which targets keywords as
a proxy for intent, and various run-of-network and sponsorship arrangements
■ Programmatic refers to the automation of
buying and trafficking processes for audience targeted ads It excludes direct publisher and
ad network contracts specified by standard insertion orders, but it includes various hybrid models in which direct buys are supported by automated processes, which go under the general heading of "programmatic direct.“
■ Real-time bidding (RTB) refers the subset
of programmatic ads that are bought and sold
in real-time on auction-based exchanges
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Multichannel Marketing
Smart Advertising Technology
Source: ANTS, Gartner Dec 2014
Key Issues:
• Multichannel Brand Strategies
• Multichannel Marketing Strategies
• Creating Effective Customer Experiences
• Multichannel Marketing Critical Capabilities
• Content Marketing
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Multichannel Campaign
Customer Journey & Marketing Platform
Marketing Platform
Source: ANTS, Google 2015
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The Customer Experience Management
(CEM) Architecture
Digital CRM
Source: ANTS, Accenture 2015
INNOVATION
LAYER
DIFFERENTIATION
LAYER
FOUNDATION
LAYER
CUSTOMER TOUCHPOINTS
CORE BUSINESS APPS
INFRASTRUCTURE
18% of marketing budgets are now
earmarked for customer experience
(CX) innovation (Gartner 2015).
A strategy that focuses the operations and process of a business around the needs of individual customer This includes awareness, discovery, attraction, interaction, purchase, use and advocacy(Wikipedia).
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Multichannel Data | Digital CRM
Single View of Consumers
Source: ANTS, Accenture, IAB 2015
• 70% start collecting the data
• 3% use multichannel data
in real-time
• 18% have digital (single customer profile) CRM
(1000+ CMO surveys Econsultancy 2015)
Data-driven marketing refers to acquiring, analyzing and applying all
information about customer and consumer wants, needs and motivations.
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Popular Use Cases of Social for CRM (1/2)
Single View of Consumers
Source: ANTS, Gartner 2015
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Popular Use Cases of Social for CRM (2/2)
Single View of Consumers
Source: ANTS, Gartner 2015
Trang 12Thank You
http://ANTS.vn