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Isabelle Perrault's Presentation for the Ottawa Search & Digital Marketing Meetup @ September 25, 2014
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… AND COMMON CHALLENGES PUSHING ORGANIZATIONS TOWARDS A HOLISTIC DIGITAL
BUSINESS STRATEGY
@StratfordMgrsDTwww.StratfordManagers.com
Organizations with High #Digital
@StratfordMgrsDT
Mother of the Year Award
How can organizations leverage technology to succeed, to serve, to create competitive advantage.
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How you adapt to change How you identify opportunities How you execute How you lead through change
The HOW is more important than the WHAT
@StratfordMgrsDT
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But First…. Let’s Talk about Pain
@StratfordMgrsDT
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Many channels (digital AND physical). High consumer expectations Some you own, some you don’t… think
reviews, social, consumer ratings etc. How do you manage across different
functions or departments?
Pain Point: The Customer Experience
@StratfordMgrsDT
View of digital channels at Senators Sports and Entertainment
Mobile Sens app
Websites
Sens
Social
NEW emerging
Ecommerce
Tickets SENS TV
Captix
CTC
FB
CTC Mobile
Merch
CTC Services
Sens-plex
Foun-dation
Merch
Captix Mobile
Data/Analytics
Processes
Customer feedback
Content/Strategy People
Technology
People, processes and tools behind a single channel
According to the International Data Corporation, just 3% of all global data is
currently tagged and ready for manipulation and only 0.5% is used for
analysis.
Paint Point:Data. Lots of it but little insight.
@StratfordMgrsDT
10@StratfordMgrsDT
Paint Point: Who owns digital?
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It took 70 years for telephones to reach 50% of households 28 years for radio to reach 50% of households 10 years for internet access It took Facebook 852 days It took twitter 780 days It only took Google 16 days to reach 10 million users
Source: The digitization of everything - Ernst & Young
Pain Point: No speed bumps…
@StratfordMgrsDT
So what ARE organizations doing to build their #DigitalMuscles? #DigitalIQ
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Relentless focus on understanding customer behavior, how they want to do business with you now, and in the future
Rebooting the Customer experience#CustomerJourney
@StratfordMgrsDT
OUTSIDE IN APPROACH
DATA AND ANALYTICS
OPTMIZEDIGITAL
AND PHYSICAL
STRATEGIC CHOICES
OF DIGITAL CHANNELS
Journey Mapping
Data Strategy
Online Services/
Self Serve Social /App
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Change and results will come from people knowing what the organization is striving
for and what is expected of them.
Vision and Governance
@StratfordMgrsDT
CASE STUDY: VOLVO and the Connected Vehicle
New BFFs
CMO is expected to lead in improving marketing effectiveness and creating greater customer insights…
Traditionally, head of IT has the last word on all things technology…
….the most important function for marketing to align with in this digital
shift is I.T.
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Almost everything can be measured. But what is meaningful? Data is to
organizations what Gatorade is to an athlete.
Fueled by Data.
@StratfordMgrsDT
Data helps you to see around corners…
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Organizations with high digital IQs, don’t excel in ALL channels. They make choices.
Relentless Prioritization#DigitalRoadMap
@StratfordMgrsDT
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Break silos. Work together to decide how to remove obstacles. Think Big. Start Small.
#FailFast.
Flexible. Nimble. Quick to Adapt.
@StratfordMgrsDT
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1. Place the customer above all else2. Vision and governance3. Data driven decisions4. Ruthless Prioritization. Digital Road Map 5. Quick to adapt. Fail fast
Recap: Characteristics of High Digital IQ
@StratfordMgrsDT
So Now Over to You: Flex Your #DigitalMuscles and Raise Your Organization’s IQ! YES? COMMENTS?