The Digital Transformation: A New World Order
-
Upload
ama-iowa-american-marketing-association-iowa-chapter -
Category
Marketing
-
view
135 -
download
2
Transcript of The Digital Transformation: A New World Order
![Page 1: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/1.jpg)
A NEW WORLD ORDER AMA IOWA CONFERENCE: FEBRUARY 10
D I G I TA L B U S I N E S S T R A N S F O R M AT I O N
![Page 2: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/2.jpg)
www.socran.com
W H AT W E ’ L L C O V E R T O D AY
3 F U N D A M E N TA L S T O D I G I TA L B U S I N E S S T R A N S F O R M AT I O N
T H E C H A L L E N G ET H E O P P O R T U N I T Y
T H E S O L U T I O N S
![Page 3: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/3.jpg)
T H E O P P O R T U N I T Y
SECTION 1
![Page 4: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/4.jpg)
G R E AT E X P E C TAT I O N S ! P R O G R E S S I O N O F E C O N O M I C VA L U E
DELIVER SERVICES
STAGE EXPERIENCES
GUIDE TRANSFORMATIONS
RELEVANT TO
UNDIFFERENTIATED IRRELEVANT TO
Customization
Customization
CustomizationDIFFERENTIATED
MAKE GOODS
EXTRACT COMMODITIES
![Page 5: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/5.jpg)
DELIVERING SERVICES
STAGING EXPERIENCES
GUIDING TRANSFORMATIONS
DATA Siloed Data sources, basic data analysis tools
Multichannel, integrated data, basic attribution, automation
Integrated digital and online/offline, real-time decisions
powering “Digital Intelligence”
TECHNOLOGY Legacy technology and restrictive platforms
Agile development, SaaS tech, automation
Customized dashboards, automated marketing, actionable
attribution modeling
SKILLS Paid media skills, vertical skill-sets, poor training
Specialists & generalists, marketing technologists, tech,
data, UX and performance mgmt. skills
T-shaped, deep knowledge, human layer over tech,
knowledge sharing
CULTURE Rigid structures, Push not Pull, Waterfall project mgmt, siloed
teams
More fluid structure, wider range of engagements, collaborative
environment
Interdisciplinary, cross functional workflows, small nimble teams.
Permission to fail, Entrepreneurial
![Page 6: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/6.jpg)
T H E N E W M A R K E T I N G E C O S Y S T E M
PROVIDING SUPERB CUSTOMER EXPERIENCES OFTEN MEANS GETTING MANY DIFFERENT DEPARTMENTS OR FUNCTIONAL AREAS TO COLLABORATE, ESPECIALLY WHEN THEY HAD NOT BEEN IN THE HABIT OF DOING SO BEFORE.
Front End
Social Media
Creative UIContent
Data/AnalyticsUX
Strategy Business
Transformation Consuting
Business/tech M&A
Back End Optimize
CustomerExperience
Middle
M A R K E T I N G ,C O M M S
C - S U I T E , I T, H RF I N A N C E
![Page 7: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/7.jpg)
C U S T O M E R E X P E R I E N C E ( C X ) D E F I N E D
“THE PRODUCT OF AN INTERACTION BETWEEN AN ORGANIZATION AND A CUSTOMER OVER THE DURATION OF THEIR RELATIONSHIP” OR A CUSTOMER’S END-TO-END JOURNEY WITH A BRAND.
![Page 8: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/8.jpg)
A D O B E F O R E C A S T I N G S T U D Y
‘CUSTOMER EXPERIENCE’ THE MOST EXCITING OPPORTUNITY OVER THE NEXT YEAR, AND OVER
THE NEXT FIVE YEARS
ECONSULTANCY AND ADOBE ASKED EXECUTIVE BRAND MARKETERS FOR THEIR FEEDBACK ON
WHERE THEIR FOCUS WOULD BE FOR THE COMING YEAR AND INTO THE FUTURE.
![Page 9: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/9.jpg)
STARBUCKS C A S E S T U D Y
![Page 10: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/10.jpg)
S TA R B U C K S S TA R T E D L I F E M A K I N G G O O D
C O F F E E .
T H E Y E N D E D U P G U I D I N G A N I N D U S T R Y
T R A N S F O R M AT I O N
![Page 11: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/11.jpg)
11
![Page 12: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/12.jpg)
12
Uber Drivers: Disrupting Amazon
![Page 13: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/13.jpg)
13
Uber Drivers: Disrupting Amazon
![Page 14: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/14.jpg)
14
Uber Drivers: Disrupting Amazon
![Page 15: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/15.jpg)
15
Uber Drivers: Disrupting Amazon
![Page 16: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/16.jpg)
16
Uber Drivers: Disrupting Amazon
![Page 17: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/17.jpg)
17
Most Popular Holiday Drinks Per Region
![Page 18: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/18.jpg)
WITH STARBUCKS CAFES APPROACHING A SATURATION CEILING, THERE WAS LITTLE
OPPORTUNITY FOR DOMESTIC GROWTH.
STARBUCKS HAD TO IMPLEMENT A PLAN TO SELL PRODUCTS WITHOUT
THE PHYSICAL STARBUCKS EXPERIENCE
B U S I N E S S T R A N S F O R M AT I O N C H A L L E N G E
0
15
30
45
60
April May June July Aug September
REVENUE
![Page 19: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/19.jpg)
19
![Page 20: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/20.jpg)
20
Uber Drivers: Disrupting Amazon
![Page 21: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/21.jpg)
21
Most Popular Holiday Drinks Per Region
![Page 22: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/22.jpg)
T H E C H A L L E N G E S
SECTION 2
![Page 23: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/23.jpg)
C O N S U M E R I Z AT I O N O F I T
VA G U E O W N E R S H I P O F C U S T O M E R E X P E R I E N C E
A G I L E D E S I G N T H I N K I N G
C O M P L E X I T Y D R I V E N I N E F F I C I E N C I E S
C O M M U N I C AT I O N V I N N O VAT I O N
I M M E D I AT E A N A LY S I S & A C T I O N
![Page 24: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/24.jpg)
T H E N E T N E T …
![Page 25: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/25.jpg)
C A N T H E A P P R O V E R P L E A S E S TA N D U P !
A STUDY BY THE ECONOMIST INTELLIGENCE UNIT ASKED C-SUITE EXECUTIVES WHO WAS RESPONSIBLE FOR DIGITAL INNOVATION AND
THE RESULTS SHOWED:
23% SAID THE CTO 22% SAID THE CIO 1% SAID THE CMO
![Page 26: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/26.jpg)
T H E S O L U T I O N S
SECTION 3
![Page 27: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/27.jpg)
1 F R A M E
4
2
5 B U I L D A “ W I S E C R O W D ”
3
E S TA B L I S H A U N I F I E D P R O C E S S 6 A N A LY Z E &
O P T I M I Z E
6 TA N G I B L E T H I N G S Y O U C A N D O
A R T I C U L AT E A N O R T H S TA R V I S I O N ( 3 Y R R O A D M A P )
A S S E S S ( G A P A N A LY S I S )
![Page 28: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/28.jpg)
1 ) A R T I C U L AT E A N O R T H S TA R V I S I O N
A BRAND IS DEFINED BY THE EXPERIENCES THEY DELIVER DELIVER A CONNECTED COMMERCE ROADMAP
![Page 29: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/29.jpg)
2 ) A S S E S S & E VA L U AT E
LEAD A COLLABORATIVE ASSESSMENT AUDIT
![Page 30: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/30.jpg)
30
WORK STREAM ASSESS BUSINESS PERSPECTIVE
ASSESS CONSUMERS PERSPECTIVE
1 STRATEGY ENROLLMENT
2 DATA PARTICIPATION
3 PERFORMANCE MGMT ACCOUNT MGMT
4 ORGANIZATION & RESOURCES PRIVACY
5 PROGRAM DESIGN COMMUNICATIONS
6 PROGRAM EXECUTION NA
COLLABORATIVE ASSESMENT AUDIT E V A L U A T I O N O U T P U T
Approach Program
![Page 31: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/31.jpg)
![Page 32: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/32.jpg)
![Page 33: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/33.jpg)
3 ) F R A M E T H E “ N E X T ” 1 2 M O N T H S
FRAMING WORKSHOP & EXPERIENCE BRIEF: ESSENTIAL TOOLS
![Page 34: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/34.jpg)
TACTICAL PLANNING S T R A T E G I C P L A N N I N G
COMPANIES WE RESPECT - KPI’S - USERS - FEATURES/FUNCTIONALITY/CONTENT - STAKEHOLDERS - TECHNICAL CONSIDERATIONS
FRAMING WORKSHOP
![Page 35: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/35.jpg)
4 ) E S TA B L I S H A U N I F I E D P R O C E S S
ESSENTIAL WAY OF KEEPING EVERYBODY BOTH ALIGNED & VESTED BEHIND GOALS AND DELIVERABLES
![Page 36: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/36.jpg)
D I S C O V E R
• F R A M I N G W O R K S H O P• T E C H N I C A L
A S S E S M E N T • S TA K E H O L D E R
I N T E R V I E W S• U X A U D I T • D I G I TA L P E R S O N N A S• C O M P E T I T I O N M AT R I X• S O C I A L W O R K S H O P• S O C I A L M E D I A A N D
C O M P E T I T V E A U D I T • B R A N D - S O C I A L
A U D I E N C E R E S E A R C H
D E F I N E D E S I G N D E V E L O P D E P L O Y
• U S E R J O U R N E Y S• S I T E M A P• C O N T E N T A U D I T &
M A P P I N G• S I T E C O N T E N T
S T R AT E G Y • I A• S C A M P S &
W I R E F R A M E S• O N L I N E S T Y L E
G U I D E S • C O P Y D E C K • U S A B I L I T Y T E S T I N G
R O U N D 1• S E O
R E C E O M E N D AT I O N •
• V I S U A L L A N G U A G E D E F I N I T I O N
• PA G E D E S I G N • C O N C P E T U A L D E I S G N S • D E S I G N G U I D E L I N E S • O N L I N E S T Y L E G U I D E • I N T E R A C T I O N
T E C H N I Q U E B R I E F• U S A B I L I T Y T E S T I N G
R O U N D 2
• T E C H N I C A L S P E C I F I C AT I O N S
• U AT P L A N• I S S U E T R A C K E R • S Y S T E M I N T E G R AT I O N • C O N T E N T L O A D I N G • S E O A N D A N A LY T I C S
I M P L E M E N TAT I O N •
• M E D I A P L A N• O P T I M I Z AT I O N P L A N
T H E 5 D ’ S
![Page 37: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/37.jpg)
5 ) B U I L D A “ W I S E C R O W D ”
SMART COLLABORATION ISN’T JUST A NICE TO HAVE. IT’S A STRATEGIC RESPONSE TO EXTERNAL CHANGE.
![Page 38: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/38.jpg)
socran - keynote theme
SHORE UP YOUR STARS’ COLLABORATIVE SKILLS
SELL YOUR STARS ON COLLABORATION BY GIVING
THEM QUANTITATIVE EVIDENCE THAT IT WORKS
CHANGE YOUR STARS’ BEHAVIOR BY TWEAKING SYSTEMS &
STRUCTURES
IF YOU CAN’T BE THE CHANGE, POINT TO IT
![Page 39: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/39.jpg)
6 ) E S TA B L I S H A TA L E N T N E T W O R K
WILL BE INTERNAL & EXTERNAL
![Page 40: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/40.jpg)
TA L E N T N E T W O R K S
PERMANENT EMPLOYEES
ASSOCIATE POOL
FREELANCE CONTRACTORS
THE ADVANTAGES OF TALENT NETWORKS ARE SEEN IN THE FLEXIBILITY AND SCALABILITY THAT THEY CAN BRING, SUCH AS THE ABILITY TO BE ABLE TO PULL IN SPECIALIST EXPERTISE WHEN NECESSARY
![Page 41: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/41.jpg)
TA L E N T N E T W O R K S
![Page 42: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/42.jpg)
C O N C L U S I O N
![Page 43: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/43.jpg)
S I M P L I F Y T H E S T R AT E G I C R O A D M A P
KEEP IT EXECUTIVE FRIENDLY. TOP LINE, EASY TO UNDERSTAND, EASY TO TRACK .
![Page 44: The Digital Transformation: A New World Order](https://reader031.fdocuments.us/reader031/viewer/2022030207/58ac03b21a28abb6718b60c9/html5/thumbnails/44.jpg)
socran - keynote theme
METRICS & KPI
OWNERSHIP STRUCTURE
HIRE AND ORGANIZE SPECIALISTS TO SUPPORT THE TRANSFORMATION BUSINESS MODEL ACROSS THE
ENTERPRISE INCENTIVIZE COLLABORATION
TECHNICAL APPROACH
BRING TOGETHER MULTIPLE TECHNICAL COMPONENTS FOR DATA MANAGEMENT,
ANALYSIS AND ACTIONABILITY
COLLECT A SWATH OF MEASUREMENTS THAT HELP YOU UNDERSTAND CUSTOMERS AND GAUGE THE BUSINESS SUCCESS OF ALL
TOUCHPOINTS (PAID - OWNED)
DESIGN & OPTIMIZE EXPERIENCES
TAKE A CONTINUOUS OPTIMIZATION APPROACH ACROSS THE LIFE CYCLE THAT CAN SCALE USING AUTOMATION
AND ADVANCED ANALYTICS.
NORTH STAR VISION