Marketing Theo Định Hướng Dữ Liệu Và Hệ Thống Quản Trị Khách Hàng Số

| 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
| May 2015
|

Confidential

+84-912323911


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Source: ANTS, Accenture 2015

The Three Elements
of Digital Transformation

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Digital Transformation
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Source: ANTS, Accenture 2015

New Distribution Channel

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Data-Driven & Digital Marketing
Hierarchy of Ad Tech

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Source: ANTS, Accenture 2015

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Data-Driven & Digital Marketing
Hierarchy of Ad Tech

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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

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Multichannel Marketing
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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

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Multichannel Campaign
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Customer Journey & Marketing Platform

Marketing
Platform

Source: ANTS, Google 2015

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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

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Multichannel Data | Digital CRM
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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

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Popular Use Cases of
Social for CRM (1/2)

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Single View of Consumers

Source: ANTS, Gartner 2015

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Popular Use Cases of
Social for CRM (2/2)

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Single View of Consumers

Source: ANTS, Gartner 2015

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Thank You