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© ThinkVine. All Rights Reserved.
How to Use Technology to Be a Forward-‐looking, Agile Marketer
Mark Ba7aglia, CEO
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CMO
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Chief
MARKETING Officer
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Chief
COMMUNICATIONS Officer
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Chief
CUSTOMER Officer
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Chief
ANALYTICS Officer
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Chief
GROWTH Officer
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CGO
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Consumers are more diverse.
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People consume media and purchase
products in many different ways.
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There is no one, simple “path-to-purchase.”
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Consumers are bombarded with
marketing messages.
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Marketers have many options of where, when and how much to spend.
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Marketers are being held
accountable based on sales and ROI.
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The pace of change is accelerating.
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What’s a
CGO to do?
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It all starts with your customer.
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The cadence of marketing must match
the just-in-time cadence of consumers.
- Joel Rubinson
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To win, you must use data, analytics and technology in new ways.
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• Chief Martec Technology Landscape here
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What about planning?
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Marketing Planning “Cycles”
• Strategic
• Annual/Budgeting
• Mid-course corrections
• Ad Hoc
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Strategy must be prediction-led and optimization must move at
near real-time speed.
- Joel Rubinson
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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.
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Using data and analytics for execution has become “table stakes.”
The next generation of competitive
advantage is using them for planning.
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It’s time for
Agile Marketing Planning
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• 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
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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.
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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.
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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.
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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.
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ThinkVine’s SoluBon is “Sim City for CMOs”
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• So\ware-‐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
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External Factors Copy Quality Geographies
Marketers Can Pull Many Levers and Get MulB-‐Dimensional Info
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TacBcs Timing Targets
Spend DistribuBon Price
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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
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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
• So\ware training • Unlimited so\ware use • So\ware support • Ongoing data updates • Forecast accuracy reviews, updates if needed
• Ongoing Advisory Services
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See a 2 minute video overview at www.thinkvine.com
or call +1 (513) 842-‐5900
Get better results from your marketing mix.