INDEX

accountability

change and, 126

for data quality, 28–34

leaders and, 129, 145–146

permission to fail and, 138–139

addressability, ix–x

advocacy, customer, 36–39

agility, 42, 120

analytical mind-set and, 58–59

analytics in campaign, 46–48

channel performance and, 63–65

embracing marketing, 49–58

in leadership, 5

leadership and, 123–149

permission to fail and, 137–144

warning signs with, 143

alignment

campaign agility and, 46–48

channel convergence and, 64

of communication across channels, 14–15

global marketing and, 91–93

of sales/marketing relationship, 82–90

of structure, 61–95

structure and, 7–8

always-on world, 1, 19–20, 50

analytical IQ, 116–117

Anthony, Barbara, 73

“Ask Me Anything” sessions, 125

assessment, 114–118, 152

assumptions

about markets, 46–48

sales/marketing relationship and, 90

using data to confirm, 34

attribution, 51–53

audits, content, 107

automation, xi, 23–25

balance, 143

Balla, John, 73–77

barriers, eliminating, 135

Batchelor, Scott, 68, 70

behavioral data, 21

behavioral questions, in hiring, 115

behavior analysis, 20

outliers in, 51

in sales/revenue generation, 31

best practices, 120

BFFs (best friends forever), customer, 36–39

biases, 34, 41, 44, 45

Big Data, 28, 118–119

body language, 145

bottom line, measuring marketing's

impact on, 27–28

brand awareness, 51

Brojan, Phil, 15–16, 101, 116

budgets, 90–91, 129

business unit go-to-marketing, 69

call centers, 109, 113–114

centers for expertise, 121

Chaara, Mohammed, 118–119

Chalk, Julie, 48, 49–50, 108

change

building the case for, 14, 135–136

in customer expectations, 28

change

determining needed, 42

embracing, 153

hiring and, 116

leaders and, 124–125, 126, 135

pace of, 19–20, 40–41

setting objectives and, 133–134

channels, 57–58

alignment across, 14–15

content management and, 106–107

convergence, skill sets and, 121

convergence of, 63, 64–72

in customer decision journey, 12–16

monitoring performance of, 63–67

omni-channel presence and, 13

response by, 126–129

silos and, 61–67

social media, 12–13

specialists for, 103

strategy for, 19

talent for managing, 103–106

Chase, Jennifer, 17, 45, 56, 65, 97–98, 113, 114, 116

chat technology, 72, 110–113, 139–143

chief information officers, 81–82

churn, 51

click-through rates, 72, 134

client managers, 88–90, 100

cold calls, 89

collaboration, 78, 151

leaders and, 136–137

between sales and marketing, 82–90

skill set for, 99

Comerica Bank, 81–82

communication, 3

campaign agility and, 46–48

channel convergence and, 64

consistency in across channels, 72, 73–77

customer decision journey and, 12–16

with e-mail blasts vs. conversations, 21–25

fine-tuning, 45, 48–49

lack of control of social media, 16–17

leaders in, 124–125, 129, 137

outbound and inbound, 14–15, 44–45, 109–114

between sales and marketing, 82–83

sending the right message at the

right time, 17, 19

skill set for, 98, 99, 120

targeted, 19

See also storytelling

competency centers, 119–121

complacency, 124

complexity, 113

confidence, 33, 145–146

content, 66

audits of, 107

convergence in, 72–77

global marketing and, 92–93

marketers, 101

marketing specialists, 106–107, 157–160

talent for managing, 102, 106–107

convergence, 5

channel, 63–72

channel, examples of, 72

channel, hiring talent for, 103–106

in content marketing, 72–77

structure and, 61–95

conversion rates, 47, 50, 54

global marketing and, 92–93

live chat and, 141–142

monitoring, 128–129

permission to fail and, 139

scoring leads and, 84–86

costs

attribution and, 52

of data, 28

IT as, 81

See also finance

country-based go-to-markets, 69

courage, 151

Cox, Emmett, 28, 29

creativity, 1, 3, 35, 44

shared services and, 74–77

skill set for, 99

credibility, 129

Creech, Elizabeth, 103

Cuddy, Amy, 145

culture, 1–2, 151

analytical, decision making and, 54

data quality and, 34

global marketing and, 92–93

leadership and, 125

permission to fail and, 137–144

Customer 360, 114

customer contact centers, 75, 109, 113–114, 140–142

customer engagement specialists, 101, 109–114

customer experience

analytics (CXA), 31, 67–68

talent for, 103, 109–114

website, 139, 143

Customer Insight Center of Excellence, 118–119

customer intelligence (CI) software, 17, 19

customer relationship management systems, 85–86

customers

acquisition of, 21, 36–37

advocacy of, 36–39

alienating, 64–65

behavior analysis on, 20

connection points with, 16–26

data sources in database of, 32–33

decision journey of, 11–26

determining centrality of in your marketing, 25–26

dynamic profiles of, 52–53

expectations of, 2

finding BFFs of, 36–39

focus on, 1

identifying prospective, 14

informed, 2

pace of change and, 19–20

pathing analysis of, 50–51

peer group influence on, 13

personalization for, 11, 12

predicting wants of, 16

realignment and relationships with, 61–67

relationships with, 2

retention of, 21, 26, 36–37

scoring, 54–55

sentiment analysis on, 110–113

sophistication of, 12

target messaging with, 17–19

customer satisfaction surveys, 33, 37–39

customer service, 61–67

customization, 92–93

dashboards, 49

data and analytics

accountability for, 28–34

attribution in, 51–53

behavioral, 20–21

Big Data and, 28

campaign agility and, 46–48

complexity of, 29

costs of, 28

creativity and, 44

on customer behavior, 20

customer experience, 31, 67–68

for e-mail marketing, 21–25

evaluating current position with, 152–153

expertise on, 28–29

flexibility and, 57–58

forensics, 35

in global marketing, 91–93

governance of, 34, 75, 76, 78, 82

importance of, 29

integration of, 30

internal support for, 54

IT and, 28–29, 78–82

management and governance of, 78

marketing analytics portal for, 81

marketing optimization techniques and, 54–55

mind-set about, 27–59

mind-set based on, 27–59

modeling customer, 15–16 organizing, 31–34

outbound vs. inbound demands and, 44–45

pathing analysis, 50–53

data and analytics

quality of, 30, 31–33, 78

relevance of, 30

resource justification using, 140–142

sales relationship and, 82–90

segmenting customer, 15–16

shared services in, 74–77

skill set for, 99, 118–121

source of, 29, 32–33

stakeholders and access to, 87

strategy on, 29–30

structure of, 29

talent for, 97–122

in understanding customer

expectations, 13

volume of, 29

data mart, 31–34

data visualization analysts, 107–108, 155–156

Davenport, Tom, 12

decision journey, 11–26

connection points in, 17–19

customer BFFs in, 36–39

defining, 14

e-mail marketing and stage of, 21–25

presence and relevance in, 14–15

reliance on comments/ratings in, 16

two-way interactions in, 44–45

decision making

analytical culture and, 54

channel convergence and, 68

data forensics in, 35

data in proactive, 29

data quality and, 31–33

fact-based, 45, 129

gut feelings in, 41, 45

hiring and, 116, 118

leaders and, 136–137

speed of, 57–58

differentiation, 21, 31

digital analytics specialists, 164–165

digital footprint, 43–44, 130–131

client managers and, 89

leveraging, 67–72

scoring leads and, 85–86

digital information architects, 165

digital marketing, 49–50

leadership and, 130–131

measuring effectiveness of, 53–54

multichannel approach in, 66–67

permission to fail and, 139–143

sentiment analysis and, 110–113

specialists, 160–165

talent for, 102–106

“Digitize the Business” council, 77–78

Dilbert, ix direct mail campaigns, 49–50

domain expertise, 99

Dow, Cameron, 93, 135–136

Dyché, Jill, 13, 16–17

e-mail

blasts vs. conversations, 21–25

chat technology and, 72

emotion, 90, 106

employees. See talent

empowerment, 124, 137–144

engagement, 16–17, 19, 151

channel convergence and, 64

customer engagement specialists and, 103, 109–114

leadership and, 135

event planning, 75

expectations, customer, 2, 12, 13

changing, 28

channel convergence and, 65

engagement specialists and, 109

risk management and, 143

of speed, 19–20

staying ahead of, 42

expertise, 70, 71, 99, 121

failure, permission for, 137–144

finance, 90–91, 129–131

flexibility, 57–58

focus, 151

focus groups, 138

forensics, data, 35

Fulk, Matthew, 17, 19, 31, 45, 114, 116

global marketing, 91–93, 125

goals, 133–134

go-to-market approach, 67–72

governance

data, 34, 75, 76, 78, 82

web, specialists in, 164

Gsell, Gene, 87–88, 89–90

happy path, the, 50–51

Hester, Linda, 91

Hill, Aaron, 77–78, 139, 143

hiring. See talent

Hodge, Brenda, 132

honesty, 135

immediacy, 11

inertia, 106

innovation, 120

data quality and, 33

leadership and, 144

permission to fail and, 137–144

skill set for, 99

integration analysts, 80

integration of data, 30

Internet of Things, 13, 28

interviews, 114, 116

investments, 42, 57–58, 78, 129

aligning, 66

IT (information technology), 28–29, 49, 78–82, 101

job descriptions, 9, 155–165

job roles, 1–2

keyword campaigns, 105–106

“Lead Conversion to New

Opportunities” report, 128–129

leadership, 1–2, 3, 8, 123–149

analytical, moving forward in, 134–136

data literacy and, 41

by example, 125–132, 134–136

go-to-market, 68–72

as orchestration, 68–72, 124

permission to fail and, 137–144

personalization of, 144–147

personal stories in, 145–147

from responsive to agile, 5

setting objectives and, 133–134

skill development for, 119–121

skills for, 100, 123–124

storytelling and, 132–133

surprises in, 136–137

leads, creating, 51

learning, ongoing, 118–121

Lenovo, 118–119

list tables, 20

live events, 33

analytics on, 56–57

customer advocates and, 37–39

sales leads from, 43–44

logistics, 75

loyalty, customer, 26, 69

Macdonald, David, 88

Mad Men, 1, 35

marketing

agility in, 49–58

channel multiplication in, 11–12

continuous, 15

as cost center, 90–91, 130

creative vs. data-driven, 1, 3

culture change in, 1–2

customer decision journey and, 11–26

data sources in, 32

finance and, 90–91

framework for analytical, 66–67

future of analytical, 8–9, 151–153

global, 91–93

IT in, 78–82

measuring value of, 27–28

as orchestration, 67–82, 77

outbound vs. inbound, 14–15, 44–45, 64, 109–114

marketing

pace of, 40–41

practical guide to analytically driven, 4–5

proactive vs. reactive, 7, 27–59

reinventing based on data analytics, 1–9

shared services in, 67, 72–77

silos and, 61–67

spray-and-pray approach to, 11

transformation of, ix–xi, 19

why change is needed in, 6

Marketing 2.0 Council, 77

marketing analytics, 35–49

“Marketing Analytics at Work,” 6

campaign agility and, 46–48

chat transcripts, 110–113

e-mail blasts vs. conversations, 21–25

finding your customers’ BFFs, 36–39

scoring leads to drive sales, 84–86

using data to justify additional

resources, 140–142

marketing analytics portfolios, 114–118

marketing science, 103, 107–108

mentoring, 120

metrics, 27–28, 42–44

analytics vs., 116

attribution and, 51–53

channel convergence and, 66

for channel performance, 63–67

for content, 75–77

demonstrating value with, 131

finance and, 90–91

key performance, 47–48

leaders and, 124, 128

real-time, 49–50

for sales/marketing relationship, 82–90

setting objectives and, 133–134

traditional print ads and, 53

mind-sets, 3, 27–59

agility and analytical, 58–59

in IT, 79–80

marketing as cost center and, 90–91

from proactive to reactive, 5

Mobley, Berni, 79, 80

modeling customer data, 15–16

monitoring

channel convergence and, 63–67

objectives, 133–134

relevance of interactions, 26

See also metrics

North Carolina State University

Institute of Advanced Analytics, 111, 112

objectives, setting, 133–134

omni-channel presence, 13

opportunities, finding, 42

optimization techniques, 54

opt-out rates, 47, 54, 72

orchestrators, 100

campaign, content audits and, 107

leaders as, 124

partnerships

internal, 28–29

with IT, 49, 78–82

with sales, 57

pathing analysis, 50–51

peanut butter approach, 13

performance, 68

aligning objectives for, 66

communicating about sales and

marketing, 82–83

personalization, 11, 12, 21, 49–58

across channels, 20, 21

in e-mail blasts vs. conversations, 21–25

of leadership, 144–147

“Pipeline and Revenue Impact by Sales

Business Unit” report, 129–131

pivot tables, 20

potential, measuring, 27–28

proactivity, 5

in decision making, 29

marketing strategies, 45

mind-set for, 27–59

storytelling and, 41

process design skills, 96–97

quality, of data, 30

Ramsey, Felicia, 70, 138–139

Ravichandran, Ramkumar, 40–41

RCI, 15–16, 101, 116

reactive mind-set, 5, 27–59, 41

referrals, 36–39, 37–39

relationship marketing, 109

relationships, 2, 153

relevance, 12–13, 52–53

in customer decision journey, 14–15

of data, 30

data analytics and, 57–58

monitoring interactions for, 26

in social media, 16–17

reports, 49, 126–129, 128–131

research centers, 121

resource allocation, 80, 126

respect, 90

response rates, 42, 53–54

responsiveness

analytics and, 57–58

in leadership, 5, 123–149

Retail Analytics (Cox), 28

retargeting, 21

retention of customers, 21, 26, 36–37, 69

revenue and growth marketing, 69

risk taking, 124, 137–144

road shows, 56–57

sales

customer behavior data and, 31

data sources in, 32

digital footprint and, 43–44

leadership and monitoring, 129–131

marketing's relationship with, 82–90

measuring impact of marketing on, 27–28

pipeline in, 50–51

scoring leads to drive, 84–86

silos and, 61–67

skill set for, 98

trust with, 57

SAS.com, 80, 139–143

SAS Text Analytics, 111–112

scoring

conversion rates and, 54–55

for e-mail marketing, 21–25, 49

leads to drive sales, 84–86

models for segmentation analysis, 108

search analysts, 161–162

search word strategies, 72

segmentation

analysts, 101, 104–106, 108, 156–157

of customer data, 15–16

for e-mail marketing, 23–25

lead distribution and, 87

self-promotion, 132–133

Sellers, Scott, 44, 104–106

sentiment analysis, 110–113

shared services approach, 67, 72–77, 92–93

silos, 5

countries as, 92–93

customer experience and, 61–67

Skillman, Shawn, 44, 51, 107–108, 121

skill sets, 3, 8, 97–122

amplifying analytical, 118–121

for analytical markets, 98–103

assessing in potential hires, 114–118

data expertise in, 29–30

IT and, 80–81

for leadership, 41, 123–124

small to medium-sized businesses, 46–48

social media

channel convergence and, 72

customer decision journey and, 12–13, 36–39

engaging customers via, 16–17

international differences in use of, 125

social media

live chat and, 140–142

reliance on comments/ratings in, 16

skill set for, 98

spray-and-pray approach, 11

spreadsheets, 49

stakeholders, 87

STAR (situation, task, action, results)

approach, 115

storytelling, 14, 100

analytical, 40

data artists and, 107–108

leaders in, 124, 132–133, 145–147

skill set for, 98

strategic approach, 13, 87

strategy

channel, 19

on data, 29–30

data in driving, 16

engagement, 19

IT in, 79–80

marketing analytics, 42–43

proactive marketing, 45

structure, 3, 7–8

channel convergence and, 68

of data, 29

finance and, 90–91

global marketing and, 92–93

job descriptions and, 9

new relationships in, 77–78

partnerships and, 28–29

shared services and, 67–72

from silos to convergence, 5, 61–95

sustainability, 42–43

talent, 1–2, 3, 97–122

analytical IQ of, 116–117

assessment of, 114–118

casualties of in change efforts, 136

client managers, 88–90

content marketing, 106–107

creative, analytical vs., 35–36

customer experience, 103, 109–114

data expertise in, 28–29

developing analytical skill sets in, 118–121

digital marketing, 103–106

empowering, 124

experience of, 101, 102–103

hiring, 114–118

job descriptions and, 9, 155–165

marketing science, 103, 107–108

new job families in, 102–103

permission to fail and, 137–144

skill sets for, 3, 8, 98–103

from traditional to modern, 5, 8, 97–98

training, 112, 117

targeting, 19

across channels, 20–21

agility and, 49–58

campaign agility and, 46–48

content and, 76–77

to customer BFFs, 36–39

with e-mail blasts vs. conversations, 21–25

fine-tuning, 45, 48–49

go-to-market, 68

technical support queries, 33, 37–39.