| Multichannel Marketing Platform Marketing theo định hướng liệu 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 Confidential +84-912323911 Powered by Source: ANTS, Accenture 2015 The Three Elements of Digital Transformation Confidential Digital Transformation Powered by Source: ANTS, Accenture 2015 New Distribution Channel Confidential Data-Driven & Digital Marketing Hierarchy of Ad Tech Powered by Source: ANTS, Accenture 2015 Confidential Data-Driven & Digital Marketing Hierarchy of Ad Tech Powered by 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 Source: ANTS, Gartner Mar 2015 Confidential Multichannel Marketing Powered by Smart Advertising Technology Key Issues: • Multichannel Brand Strategies • Multichannel Marketing Strategies • Creating Effective Customer Experiences • Multichannel Marketing Critical Capabilities • Content Marketing Source: ANTS, Gartner Dec 2014 Confidential Multichannel Campaign Powered by Customer Journey & Marketing Platform Marketing Platform Source: ANTS, Google 2015 Confidential Powered by The Customer Experience Management (CEM) Architecture Digital CRM 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) 18% of marketing budgets are now earmarked for customer experience (CX) innovation (Gartner 2015) INNOVATION LAYER CUSTOMER TOUCHPOINTS DIFFERENTIATION LAYER CORE BUSINESS APPS FOUNDATION LAYER INFRASTRUCTURE Source: ANTS, Accenture 2015 Confidential Multichannel Data | Digital CRM Powered by Single View of Consumers Data-driven marketing refers to acquiring, analyzing and applying all information about customer and consumer wants, needs and motivations • 70% start collecting the data • 3% use multichannel data in real-time • 18% have digital (single customer profile) CRM (1000+ CMO surveys Econsultancy 2015) Source: ANTS, Accenture, IAB 2015 Confidential Popular Use Cases of Social for CRM (1/2) Powered by Single View of Consumers Source: ANTS, Gartner 2015 Confidential 10 Popular Use Cases of Social for CRM (2/2) Powered by Single View of Consumers Source: ANTS, Gartner 2015 Confidential 11 Thank You http://ANTS.vn