The Science of Marketing

THE SCIENCE OF MARKETING Today's marketers are expected to manage large-scale, complex campaigns to deliver a personal message to millions of customers. BIG DATA SOCIAL MEDIA We know more about our customers than ever Address a range of strategies (acquisition, retention, cross-sell, up-sell) Provide consistency across multiple Assess Predict Social media has opened up new channels for marketers and has enabled a two-way relationship with our customers. Utilize thousands customer hundreds before and customers of possible channels and of inputs response expect marketers to connect with them on a actions multiple brands personal basis. 1 billion people are online. 166% 4 million of them are sharing billions of pieces of data. of leading companies are more likely to make decisions of all Facebook users have recommended a brand. 40% of users HDHANOHO 50% based on data. have "liked" a brand (Source: Forbes) on Facebook. The big data market is expected to grow from Social media has a 100% higher lead-to-close rate $16.9 than outbound marketing. Customer $3.2 testimonials have the highest effectiveness rating for content marketing at 89%. 2010 2015 Deliver better return on every ANALYTICS AND OPTIMIZATION marketing dollar spent. Optimization enables real-time segmentation Analytics and optimization are the dynamic duo enabling today's marketers. Usage of analytics as a predictive tool is up threefold since 2009. Send the right message to the right person at the right time through the right channel. of executives 68% are committed to analytics. Use data to understand The companies that use analytics the best are: individual preferences and recommend more relevant marketing offers. more likely to make decisions more likely to have top quartile financial 2x performance more likely more likely to use data very frequently when making decisions to execute 5x much 3x faster than decisions 2x the completion as intended