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Accenture Interactive in the news - 2013

Browse our archives of the top Accenture Interactive news from 2013

Top-Down vs. Bottom-Up Attribution
AI’s Conor McGovern provides commentary in a December 2013 report titled Cross-Platform Attribution which explores the current state of cross-platform attribution uses and the reasons for lackluster adoption rates. He notes that it’s not uncommon to see companies with distinct teams and budgets for traditional media, search, display, promotions and direct marketing. Each department or team does its own reporting on bottom-line effect. From here, it’s up to finance to weed through the data. (eMarketer, December 27, 2013)

Accenture and the Scale of Digital Ambition
Covering the firm’s recent announcement of Accenture Digital, an article from Diginomica stresses that Accenture has been transitioning itself into new markets with its digital push “front and centre.” The article notes that “Accenture is well placed to make further inroads into the digital economy.” As a proof point, the article references AI’s recent news release in which Accenture was named as having “very strong” or “strong or moderate” capabilities in the digital transformation market in Gartner’s report, “Leverage Digital Transformation Consultants to Adapt to the Digital Age.” The article concludes that “Accenture has been putting the pieces in place to ensure it’s at the head of the pack.” (Diginomica, December 27, 2013)

Marketing To-Do List For 2014
In a byline, AI’s Craig Macdonald outlines two ways marketing departments can pursue increased productivity goals in 2014: building efficiency into executional processes to reduce cost and free up resources for investment and seeking improvements in analytics. Macdonald says, “With data and analytics in place, marketing is in a position to be running its media and marketing programs with far more intelligence and accountability than in the past. The result is, in many cases, larger increases in subsequent media budgets, as the connection between investment and result is developed and mastered.”(MediaPost, December 12, 2013)

Redefining Search With Google Hummingbird
On the heels of Google announcing its new Hummingbird search algorithm, AI’s Janet Bartoli pens a byline detailing new strategies businesses should explore that would allow them to take advantage of Hummingbird and deliver increasingly valuable content for their users across all channels. Bartoli states, “Businesses leaders and marketers need to become ‘search behaviorists’ -- a role where individuals strive to obtain a better understanding of their audience’s search intents in order to provide them with the most relevant user experience.” (MediaPost, December 10, 2013)

A New School Of Consultants Swims Upstream
Accenture’s new Accenture Digital growth platform and AI are mentioned in an article discussing the changing consulting and agency landscape. The article says, “On Tuesday morning, Accenture announced a consolidation of its marketing-focused services under the new moniker Accenture Digital. The streamlined unit now advises on analytics, mobility and other digital marketing capabilities – and includes Accenture Interactive, the company's advisory business focused on chief marketing officers.” (AdExchanger, December 3, 2013)

Three key steps toward a customer-focused digital transformation
In a blog post, AI’s Glen Hartman details the three steps businesses should take for a successful customer-focused digital transformation in 2014: delight customers, re-orient the business, and flex the platform. Hartman states, “To connect with today’s customers and endear loyalty, businesses should be at the right place (virtually or physical), with the right message or offer, at the right time every time. In order for this to happen, brands must digitally transform to meet the evolving needs and expectations of their customers by aligning the types of experiences it is delivering and tuning its internal organization, processes and technologies to enable them.” (Econsultancy, December 3, 2013)

CIOs and CMOs: Feuding in the C-Suite
The findings from AI’s CMO-CIO Disconnect study are referenced in an article focusing on the challenged C-suite relationship. Survey stats on CMO-CIO alignment, collaboration, and data control are included. The article says, “An Accenture survey of 252 CIOs and 405 CMOs shows that, despite IT's years of work toward business alignment, it remains far removed from marketing.” (, November 18, 2013)

Digital Decoupling: A Capability Multiplier In The Marketing Equation
AI’s Donna Tuths pens a byline on the benefits businesses can garner by digital decoupling and details four important areas where digital partners should deliver to marketers. Tuths says, “As multichannel marketing opportunities continue to expand, digital decoupling provides a way to maintain marketing operations while stretching company budgets and reaching customers in a more cost-effective manner.” Additional details on digital decoupling can be found in the POV “Marketing and Brand Teams Divide and Conquer Campaign Management.”(MediaPost, November 12, 2013)

Why Mobile Is Your Money Maker This Holiday Season
AI’s consumer mobile survey from last year continues to have a shelf life. BrightEdge CEO, Jim Yu, notes AI’s survey in an article outlining three tips businesses should follow to take advantage of mobile during the holidays. The post states: “According to Accenture Interactive, 72 percent of consumers, ages 20-40, use their mobile devices in-store to comparison shop. Reel in that 72 percent by utilizing location-based, real-time offers to send special discounts, limited time deals, or free shipping.” (The Huffington Post, November 8, 2013)

A new look at customer segmentation in the era of big data
AI’s Nigel Paice pens a byline on effective customer segmentation in the era of big data. Paice states, “Businesses that harness a more advanced approach to customer segmentation development - one that handles infinite numbers of attributes, and factors in the business objectives at the start of a project to better align the resulting solution to those objectives - can tap into the big data explosion to determine customer segments which are more accurate and actionable than ever before.” Additional details on this topic can be found in the POV, “Taking a Fresh Look at Customer Segmentation: Winning the Lotto.” (M&M Global, October 29, 2013)

New possibilities using predictive analytics
Resulting from AI’s participation in a Consumer Goods Technology predictive analytics web seminar, Craig Macdonald’s contribution to the discussion is covered in an article by the publication. Macdonald says, “Leveraging new data sources, several major beverage companies are changing their approach to C-store distribution. The goal is to drive higher profitability and reductions in working capital.” (Consumer Goods Technology, October 29, 2013)

Professional services firms take digital fight to marketers
AI’s Anatoly Roytman is quoted in an article covering the trend of professional services firms acquiring companies to diversify and grow their digital offerings. AI’s acquisition of Fjord is noted and Roytman is quoted saying, “Digital is about customer experience – it’s not just about creative, but about technology and process.” AI’s Nespresso client story is also covered. (Note: A log-in may be required to view the full article.) (Financial Times, October 28, 2013)

What's Your Data Worth?
A byline by AI’s Craig Macdonald discusses the three steps businesses should take to effectively monetize their data: asses the value of their enterprise data, decide how best to maximize its potential through the data value chain, and determine how to get the data to the market in the most efficient manner. Macdonald states, “Similar to any new business project, there are some risks, but the potential revenue streams from data monetization could be substantial -- they could fuel the next engine of economic growth, reaching across industries and geographic boundaries.”(Media Post, October 17, 2013)

CIOs versus marketing directors - their working relationship remains tense, reports Accenture
AI’s Christine Removille highlights “The CMO-CIO Disconnect ” study at a debate organised by Club de la Presse Informatique and BtoB. Removille states, "We decided to carry out this study in the light of evidence that, for the last three years, marketing departments have been spending more than CIOs. In view of the results of our study, there's still some way to go to bring these two roles into closer harmony.” (LeMonde Informatique, October 16, 2013)

Resolving The CMO And CIO Divide
Fjord’s Mark Curtis cites AI's The CMO-CIO Disconnect report findings in a blog post, covering both the collaboration challenges and recommendations for improvement. Looking through the service design scope, Curtis says, “The digital revolution isn’t just empowering consumers, it has also ushered in sophisticated data and analytics tools which - used in the right way - can help organisations not only to respond to consumer expectations but to shape and deliver a new type of customer journey.” Details on Accenture’s acquisition of Fjord can be found here.(, October 15, 2013)

Can the CIO step out of the CMO’s shadow IT?
Blogger and consultant Alec Wagner covers the current state of the CMO- CIO relationship and mentions AI’s CMO-CIO study findings to demonstrate the existing challenges: According to Accenture Interactive, 77 percent of CIOs want to be aligned with CMOs, while only 56 percent of CMOs do. And although CMOs might not be keen on their CIOs, they rank IT as the No. 1 organization to collaborate with; CIOs rank marketing at No. 4, behind BUs, sales and the CFO. (CIO’s Enterprise CIO Forum, October 14, 2013)

Brands outsource ideation to India for their global campaigns
AI’s David Chang is quoted in an article discussing the trend of companies outsourcing their creative marketing to India. Chang says, “The 'offshoring' of marketing services has grown rapidly in the past five years due to the timely convergence of the growth in digital media and the onset of the global recession.” (Business Standard, October 7, 2013)

India’s CIOs and CMOs fail to communicate
In an article on the CMO and CIO disconnect in India, AI’s CMO-CIO study findings are noted and Brian Whipple is quoted saying, “The CMO and CIO continue to work in silos, but now more than ever bridging the gap between those two organizations is critical for success.” (Search CIO India, October 2013)

Mistrust Between the CIO and CMO
SAP, an Accenture alliance partner for more than 30 years, published an article in their magazine on AI’s CMO-CIO Study, explaining the disconnect in the C-suite and offering recommendations on how to strengthen the relationship. The article states, “…Brian Whipple and Baiju Shah from Accenture found that collaboration between CIOs and CMOs still leaves much to be desired. Entitled ‘The CMO–CIO Disconnect,’ the paper found that only one in ten of the 405 marketing managers and 252 IT managers surveyed worldwide is satisfied with the manner of collaboration between the two departments.” (, October 3, 2013)

CMOs: Buy Your CIOs Lunch; Make It A Regular Date
Findings from AI’s CMO-CIO research continue to get coverage and backing by third party references. In this instance, David Norton, EVP of Analytics and Consumer Insights at MDC Partners, references AI’s Glen Hartman and the CMO-CIO study in a byline discussing the importance for CMOs and CIOs to take the time to build a relationship and collaborate for their business. The post states, “Glen Hartman of Accenture Interactive recently shared findings from a survey of CMOs and CIOs that found that only one in ten executives believe that the collaboration between the two is at the right level and, unsurprisingly, that CMOs and CIOs rank their priorities very differently.”(MediaPost, September 30, 2013)

Still a lack of communication between marketing and IT departments covers AI’s CMO-CIO Study, noting the findings from France. The post asserts, “However, as stated previously, policymakers on both sides acknowledge that disclosure is necessary and should be even stronger. Respectively 60% and 73% of marketing and IT decision makers say the technology related to data improve knowledge customer. And over 40% of these frameworks, two services together, believe that greater collaboration will improve the customer experience. Wishful thinking today that will certainly require a change in mentality on both sides of the fence.” (, September 24, 2013)

Turkish Bank Lets Customers Build Their Own Apps
Covering Garanti Bank’s new mobile dashboard called iGaranti, American Banker’s article states, “Garanti partnered with Fjord, an Accenture Interactive-owned service design agency that also counts Citi as a client, to build iGaranti.” On the customizability of the iGaranti offering, Fjord’s Mark Curtis says, "Customers choose what to put on the interface. It's a powerful way to change the relationship people have with money." (American Banker, September 24, 2013)

Oracle OpenWorld Customer Experience Keynote #oow13
Resulting from AI’s keynote at Oracle OpenWorld, Glen Hartman is quoted on business transformation for customer experience. Hartman states, “CMOs are moving from a focus on marketing communications to experience engineering. That means they are shifting from campaign centric tactics to customer centric ones. However, because technology is a much bigger piece of marketing than ever before, CMOs and CIOs are clashing on customer experience strategies.” (CMSWire, September 23, 2013)

Unite and take over
AI’s CMO-CIO Study findings are covered throughout MarketingWeek’s detailed article on the need for an improved CMO and CIO relationship. The post says, “The study by Accenture highlights ‘a disconnect’ between CMOs and CIOs that ‘threatens the ability of companies to deliver effective customer experiences.’ It shows that only one in 10 marketing and IT executives believe collaboration between CMOs and CIOs is at the right level.”(Marketing Week, September 18, 2013)

Marketing and IT not friends enough yet
Focusing on the French findings of AI’s CMO-CIO Study, the ZDNet France article says, “CMO and CIO, hand in hand? Not really if we listen to the confessions of these professionals among which only 10% believe collaboration between their corporate functions is sufficient according to an Accenture study. It is often a fault linked to passed disappointments, a lack of agility and a divergence of views concerning IT uses.”(, September 18, 2013)

The French CMO takes its own distance with the CIO
Covering AI’s French CMO-CIO Study findings, the outlet says, “French CMOs feel less need to be aligned to their CIOs than their foreign counterparts. They are only 35% to look for this coordination with IT department. On the other hand, at a global scale, they are 56%.” Also, AI’s Christine Removille is quoted saying, “Our marketing directors make some creativity and the immediacy a sense of honor. And these often come along with a distancing towards the IT department, often perceived as a brake in the innovation.”(, September 17, 2013)

Drive A More Personalized Experience Through Web Content Management
In a joint byline, AI’s Patricio De Matteis and Adobe’s David Nuescheler discuss how web content management can deliver more personalized experiences to the consumer and offer implementation recommendations for CMOs to consider. De Matteis and Nuescheler state, “Personalization has a tremendous impact on customer acquisition by improving customer conversion ratios. It also improves customer satisfaction across the entire customer relationship lifecycle.” (, September 17, 2013)

For CMOs and CIOs, It’s Time to Start the Conversation
Todd Parsons, CEO of advertising technology firm Aditive, references AI’s recent CMO-CIO Study and findings in a byline on the CMO-CIO relationship. One AI mention includes: “Chief Marketing Officers and Chief Information Officers are not getting along, according to a recent study by consulting firm Accenture (ACN). They do, however, agree on one thing: 90% of the CMOs and CIOs surveyed admit they need to improve their level of collaboration.” (BloombergBusinessWeek, September 16, 2013)

The Critical Role IT Plays in Customer Experience Management
AI’s Brigid Fyr is quoted in an article on IT and the customer experience that covers AI’s recent CMO-CIO Study findings and Accenture and SAP’s new CMO solution. Regarding eCommerce trends, Fyr says, “There will be quite an evolution taking place in B2B transactions over the next several years. People are expecting B2B websites to look and function a lot more like B2C sites." (Enterprise Efficiency, September 13, 2013)

The CMO-CIO Disconnect: Stronger Collaboration Drives Digital Success
AI’s Nan Nayak pens a byline on AI’s recent CMO-CIO Study and its findings. Nayak states, “Integration of the CMO and CIO roles is crucial in order to create a more meaningful, impactful experience for customers, which will lead to greater sales and revenue. The research provides clear insight into the underlying issues and recommendations for taking the steps toward integration.” The full CMO-CIO Study and supporting infographic can be found here.(Media Post, September 11, 2013)

Customer experience should be the focus of modern marketing
AI’s Anatoly Roytman participates in a Q&A focusing on many aspects of customer experience. Roytman states, “Providing effective customer experiences isn’t just about customer service or producing the best possible customer experience in a singular moment. It includes all the customer facing activities – marketing, sales and service. It entails absorbing available data, predicting the ideal experience, assembling the experience and delivering it consistently via the customer’s preferred channel.”(Econsultancy, September 10, 2013)

How To Shift From eCommerce to 'c-Commerce': Four Steps ToFollow
In a blog post, AI’s Glen Hartman (on Twitter: @Hartmanglen) discusses today’s eCommerce roadmap and offers advice on how businesses can shift from a eCommerce to a “c-Commerce” strategy: by focusing on collaborative and consumer commerce. Hartman states, “To gain a competitive advantage by creating greater value for the customer, companies need to develop a commerce strategy focused on customer behavior across channels that can be implemented at scale.” (Econsultancy, August 30, 2013)

Are Marketing Executives Growing Their Own ITDepartments?
The article covers AI’s CMO-CIO Survey findings, both the details of the current CMO and CIO disconnect along with the recommendations on how the relationship can be mended to be more collaborative. The post states, “IT and marketing aren't seeing eye to eye on things. For starters, CMOs are not happy with the technology status quo in their organizations. While 61% of CIOs feel their companies are prepared for the digital future, only 49% of CMOS share this optimism.”((ZDNet, August 30, 2013)

Is CMO-CIO Tension Hindering Marketing Progress?
Covering the main message of AI’s CMO-CIO Study – the disconnect between the CMO and CIO -- graphs from AI’s POV are included highlighting the internal obstacles noted by the CMO and CIO.(Marketing Pilgrim, August 30, 2013)

September Issue Highlights: CMOs Need CIOs.
AI’s CMO-CIO Survey is included in Campaign Asia-Pacific’s September issue focused on the CMO and CIO relationship. The issue’s introduction discusses the lack of collaboration between the CMO and CIO saying, “Accenture’s recent The CMO-CIO Disconnect study supports this further, noting that just one in 10 CMO and CIOs believe that they are currently collaborating with each other at the ‘right level' required to seize the opportunities offered by digital technology.” Campaign Asia-Pacific also covered the Survey for a second time in a post titled, “Disconnectbetween CMOs and CIOs in Asia-Pac threatens Marketing Effectiveness:Accenture .” (Campaign Asia-Pacific, August 30, 2013)

The Dangerous Tension Between CMOs and CIOs
AI’s Glen Hartman offers a deep dive into the CMO and CIO disconnect uncovered in AI’s recent CMO-CIO Study and shares steps these C-suite members could take to shape a more collaborative partnership. Addressing the impact of the struggling CMO and CIO relationship, Hartman says, “That is very bad news for their businesses and, not incidentally, for their own careers. When IT and marketing departments work at cross-purposes, the results are inefficiencies and mishaps and it is customers who suffer. Potential buyers simply don't have the time or energy to do business with a company that makes things harder for them.” Hartman can be followed on Twitter at @Hartmanglen.(Harvard Business Review, August 29, 2013)

How To Close The CMO-CIO Trust Gap AndBolster Corporate Growth
AI’s Glen Hartman writes an article on the CMO-CIO Study findings, highlighting both the reasons behind this C-suite disconnect and the steps that should be taken to mend the relationship. Reinforcing the need for greater collaboration, Hartman states, “When results such as increased brand affinity, loyalty and sales growth are only a few of the benefits that can be incurred, not only will the CMO and CIO benefit, all members of the C-suite–and most important, the consumer–will win.” Hartman can be followed on Twitter at @Hartmanglen. (Forbes, August 28, 2013)

CMOs and CIOsneed to work together more
The APAC results of AI’s CMO-CIO Study are covered in MIS Asia stating: “44 percent of AP CMOs say IT deliverables fall short of the desired outcome, and 67 percent of CIOs say marketing does not provide an adequate level of detail to meet business requirements.” AI’s Marco Ryan is also quoted saying, "With today's multichannel consumer seeking highly relevant experiences and with digital and analytics platforms emerging to help companies respond, marketing and IT executives must work more closely together.” (MIS Asia, August 28, 3013)

Top Frustrations Between CIOs And CMOs
This article highlights the CMO and CIO disconnect in APAC as uncovered by AI’s CMO-CIO Study. The post reads: “Despite the issues in collaboration raised by the survey, 60% of CMOs and 72% of CIOs in APAC think that their relationship has improved over the past year.” AI’s Marco Ryan is also quoted.(Marketing Interactive, August 28, 2013)

CMO, CIO Collaboration is All Talk, NoAction
AI’s Glen Hartman (on Twitter: @HartmanGlen) pens a byline on the CMO-CIO Study findings, namely the lack of collaboration and the recommended steps to improve this relationship for the consumer. Hartman says, “It's a matter of the IT and marketing departments having their own agendas, but coming together to find a middle ground, in order to capture the digital consumer.” (AdAge, August 27, 2013)

CIOs and CMOs aredisconnected
AI’s CMO-CIO Study is covered in depth, offering the survey findings on the current state of the challenged CMO and CIO relationship. AI’s Brian Whipple is quoted saying, “With today’s multichannel consumer seeking highly relevant experiences and with digital and analytics platforms emerging to help companies respond, marketing and IT executives must work more closely together.” (ComputerWeekly, August 27, 2013)

Survey: There's disconnect between CMOs, CIOs
Covering AI’s CMO-CIO Study, the article provides a short synopsis of the findings on the CMO and CIO disconnect. A selection of stats are also included, such as: “Only 10 percent of CMOs and CIOs believe collaboration between the two positions is sufficient at their organizations.” (Crain’s Detroit Business, August 23, 2013)

Differing priorities key to shaky CIO-CMOrelationship
A summary of the global CMO-CIO Study findings are shared, explaining the reasons for the lack of collaboration between the CMO and CIO, and recommendations on how to mend the relationship.(Marketing Magazine (Australia), August 23, 2013)

Only 10% of CMOs & CIOs believe theycollaborate effectively
AI’s CMO-CIO Disconnect infographic bookends a thorough article on the CMO-CIO Study. Here are two of the many findings weaved throughout the article: 36 percent of CMOs say that IT deliverables fall short of the desired outcome, and 46 percent of CIOs say marketing does not provide an adequate level of detail to meet business requirements. AI’s Brian Whipple is also quoted. (B2B Marketing, August 22, 2013)

Are CMOs To Blame InThe CIO-CMO Disconnect?
The article shares results gleaned from AI’s CMO-CIO Study, highlighting the lack of CMO and CIO collaboration due to misaligned marketing IT priorities, different data focuses, and challenges they currently face when working together. On the need for improved collaboration and present situation, AI’s report is quoted: "A comprehensive view of the customer requires understanding all aspects of their purchasing journey to serve them with the right messages and offers in the right channels at the right time…This is the Holy Grail for marketers, yet only one quarter of CMOs and CIOs have completely integrated customer data, while four in 10 are struggling." (AdExchanger, August 22, 2013)

Tribal Warfare Among CIOs,CMOs Calls for CEO Leadership
Responding to today’s CMO-CIO Study news emphasizing a disconnect between the CMO and CIO, the article discusses the role the CEO could play to breakdown the silos. The post highlights AI’s report: “The international survey of 400 senior marketing and 250 senior IT executives found that only 57% of CMOs are interested in working with CIOs. While 77% of CIOs were interested in aligning efforts with marketing, only 45% of CIOs said that supporting CMOs is one of their top priorities.” (note: may need to register to see the article)(The Wall Street Journal CIO Journal, August 22, 2013)

Bridging the marketing and IT disconnect
AI’s CMO-CIO Study revealing a disconnect between the CMO and CIO is covered in depth citing their differences in priorities and a lack in trust. Recommendations on how to improve this C-suite relationship are also noted. AI’s Brian Whipple is quoted saying, “The CMO and CIO continue to work in silos, but now more than ever bridging the gap between those two organizations is critical for success.” (note: may need to register to see the article)(Financial Times, August 22, 2013)

News Byte: 10% of ExecutivesBelieve CMO-CIO Collaboration Is Where it Needs To Be
Results of the CMO-CIO Study are highlighted showcasing the challenged relationship between the CMO and CIO. AI’s advice on how the CMO and CIO can become more collaborative is covered: “To keep the peace, Accenture advises companies to refer to CMOs as chief experience officers. The study says this title will help other C-level employees view the executive as someone who drives consumer-centric measures. In addition, Accenture encourages marketing to view IT as a strategic partner, rather than just a platform, and search for key levers to help promote integration.”(Direct Marketing News, August 22, 2013)

Accenture study reveals disconnect between CIOs and CMOs
The CMO-CIO Study results are covered and AI’s Brian Whipple is quoted on the CMO and CIO disconnect and why they should make an effort to collaborate. Whipple says, “C-suite decision makers face a variety of challenges when collaborating, ranging from a lack of trust to differing business goals. These issues must be resolved to turn a company’s digital marketing capabilities into a platform for market differentiation, business growth, and profitability.”(Chain Store Age, August 22, 2013)

CMO and CIO silos are threatening effectiveness ofmarketing
AI’s Brian Whipple is quoted in an article covering today’s CMO-CIO Study. Whipple states, “C-suite decision makers face a variety of challenges when collaborating, ranging from a lack of trust to differing business goals. These issues must be resolved to turn a company’s digital marketing capabilities into a platform for market differentiation, business growth, and profitability.”(Marketing Week, August 22, 2013)

Report: Disconnect Between CIOsand CMOs
Noting AI’s CMO-CIO Study results, the disconnect between the CMO and CIO is detailed and the need for collaboration is stressed. When CMOs and CIOs don’t partner, AI’s Glen Harman is quoted saying, “They’re putting their customers and future customers at risk.” (note: may need to register to see the article) (The Wall Street Journal CIO Journal, August 22, 2013)

Accenturestudy finds disconnect between CMOs, CIOs
Offering a synopsis of the CMO-CIO Study findings, the post highlights many of the results including: 60 percent of marketing executives and 73 percent of IT executives agreed that technology is essential to marketing, and that its primary purpose is to gain insight and intelligence about customers.(BtoB, August 22, 2013)

With ‘Living Design,’ Apps and Services Will MorphTo Fit You
Fjord’s Mark Curtis discusses the adoption rate of mobile technology and “the era of living design” at VentureBeat’s recent MobileBeat conference in San Francisco. In a video, Curtis defines living design -- when mobile apps and services adapt themselves to present exactly what people need at any particular moment -- and shares an example of mobile design from the banking sector, citing client GarantiBank and their app iGaranti. Curtis states, “It makes the bank come alive in front of you. And that is the future, we think, not just of financial services, but of all services.”(VentureBeat, August 9, 2013)

What an SAP, Hybris &Accenture Alliance Could Mean For Digital Marketing
Accenture’s Erik Larson participates in a Q&A on the heels of SAP acquiring hybris and Accenture announcing it is now the sole global strategic partner of hybris. Responding to a question on if SAP can become more of a services play, Larson says, “I think SAP has the resources and leadership to where if they decide to be something, they probably could. I wouldn’t want to pretend to have a crystal ball and guess where they choose to go next. I think our investments around Accenture Interactive [with our acquisition of Fjord] point toward a view that the marketplace is changing and that we want to consistently be able to help our clients understand the consumer in a really holistic way…it looks like B2B is starting to have some of the resources that B2C has always had and the focus and attention on the details of those different touch points is emerging.”(AdExchanger, August 7, 2013)

SAPmerging Hana with Hybris to boost commerce offering
In an article focusing on SAP’s acquisition of hybris, Accenture’s recent hybris alliance news is covered. The article notes: Accenture was unveiled as Hybris's sole global strategic partner to offer its retail tools to customers, announcing that Nestle's Nespresso brand has already taken Hybris's offering under this partnership. (, August 6, 2013)

Winning The Lotto: A Fresh Look At Segmentation
In a byline, AI’s Jeriad Zoghby advises businesses to take a new approach to customer segmentation in today’s age of big data and adopt artificial intelligence technology. Zoghby states, “One of the key values of leveraging artificial intelligence technologies is that this provides a unique approach that connects advanced analytics to business goals. This is critical because objectives will vary for each company depending on their brand, market, and priorities.” Additional details can be found in the “Winning the Lotto” POV here. (MediaPost, August 6, 2013)

Nespresso Assigns Accenture Its Global E-Commerce Business
MediaPost reports Accenture continues to gain ground in the marketing services arena; confirming Monday that it has been selected by Nestle Nespresso to create a multichannel e-commerce platform across the 41 countries in which it operates. MediaPost further reports the Nestle Nespresso assignment for Accenture came after it struck a deal with SAP- owned hybris to become that platforms’ sole ‘global strategic partner.” On the hybris partnership, AI’s Anatoly Roytman is quoted as saying, “Our global presence can reduce the complexity and cost of transforming the consumer transaction experience across multiple geographic markets.” Additional details on the hybris agreement and Nespresso implementation can be found here.(MediaPost, August 5, 2013)

Digital advertising: The promise vs. reality of three digital strategies and what the CMO should know AI’s Kerry Bianchi shares the promises and challenge realities for the Real-Time Bidding, Convergence Buys, and Pay for Performance digital strategies. Bianchi says, “Digital is no longer a supplement to a media plan or marketing effort, it’s now often the foundation of the effort to reach consumers and prompt a response.” Additional details on these three marketing strategies can be found in the ‘Navigating the Digital Media Market: How to maximize the potential of new advertising models’ POV.(New Media Knowledge, July 27, 2013)

Why Wall Street Should CareAbout Marketing Data
Al'sTurbulence for the CMO” report is referenced in an article by Bizo CEO Russell Glass on why Wall Street should care about marketing data. The following finding is included in the post: 70 percent of top CMOs think they have five years to fundamentally overhaul their companies’ corporate marketing operating model to achieve competitive success. With AI’s data as a supporting point, Glass states, “…companies that do the best job of tying together and leveraging marketing data will ultimately win and create outsized shareholder value.”(All Things D, July 26, 2013)

Services Become Atomised
Mark Curtis, Fjord’s Chief Client Officer, pens a byline on the need for services to become more ‘atomised’, or spread across different touch points, in today’s digital-meets-physical world and notes what designers can do to drive successful user experiences. Curtis states, “The key task is to identify the experiences that consumers require and allow them to assemble the right components at the right time to provide an answer to their wants and needs.” Additional background on AI’s recent acquisition of Fjord can be found here.(Huffington Post Tech, UK, July 25, 2013)

Want To Boost Business?Conquer The Data
AI’s Conor McGovern pens a byline offering best business practices for marketing analytics. McGovern states, “Unfortunately, many marketers struggle with properly managing and using the consumer data they collect. To succeed, marketers must adopt a data-driven culture by breaking down organizational silos and learning to work seamlessly with IT and analytics teams to drive innovation.” The “Marketing Analytics: Being Data Smart Requires a Culture Change to Realize Business Benefits” POV contains additional details; it can be found here.(AdExchanger, July 23, 2013)

Why Sears Doesn'tHave To Go Out Of Business
In an article offering Sears tips on how to improve business, one recommendation is to turn in-store mobile shopping into purchases. To support this recommendation, AI’s consumer mobile survey is referenced noting, 72 percent of consumers aged 20 to 40 use mobile devices while in-store to compare prices, but the majority leave before making a purchase. Further, AI’s Baiju Shah is quoted saying, “But consumers don’t want to shop online exclusively and our work with retailers shows that physical stores don’t have to compete on price alone but rather focus on the whole experience. Retailers need to create a seamless, multi-channel experience that blends the digital and physical, and delivers convenience, price and relevance.”(Forbes, July 17, 2013)

Should You Worry About the Mall Tracking You? Why We’re OK with Online Tracking, but Not In-Store
An article reporting on how retail stores are tracking their customers references AI research: “86 percent of respondents say they are concerned about websites tracking their online shopping behavior, while 85 percent are aware that such tracking goes on but understand that tracking enables companies to present offers and content that matches their interests. Also, some 64 percent stated that it is more important that companies present them with relevant offers, against only 36 percent who say companies should stop tracking their website activity.” The reporter asserts, “Based on the results of the survey, it seems shoppers are not entirely thrown by being tracked online, as long as these online retailers give them better offers. Which makes it all the more interesting that shoppers are so opposed to being tracked in brick-and- mortar stores.” Additional findings from the AI research can be found here.(Silicon Angle, July 16, 2013)

How Big Data Can Help Retailers Optimize Mobile
Results from an AI consumer survey on mobile shopping are included in an article in CIO magazine on how big data can help retailers optimize mobile. Using AI data, the article notes that 72 percent of consumers ages 20 to 40 now use mobile devices to comparison shop while in retail stores. The full AI survey results can be found here.(CIO, July 15, 2013)

Fjord's new MD Abbie Walsh: 'design has power and we should be using it for good'
Following AI’s acquisition of Fjord in May, Fjord’s new MD, Abbie Walsh, discusses the role digital design plays in business, how design can support sustainability, and the value of including women in leadership positions in creative industries. Commenting on the benefits of design, Walsh says, “Design makes things better. There are lots of different ways [that can be applied, such as] taking complexity and making it accessible. It's a set of skills that translate something into something that's more valuable, more useful, more able to touch and make a difference.” Also, briefly touching on the acquisition, Walsh states, "We're a small company. There are only 200 of us. There's only so many doors we can open at the same time, whereas with Accenture Interactive there are thousands of interesting clients." Fjord’s design work with clients such as the BBC and Spanish bank BBVA is also mentioned. (DigitalArts, July 10, 2013)

Accenture's Barrett: CMOs Grapple With Disruptive Technologies
AI’s Paul Barrett discusses big data, disruptive technology and the importance of brand management at MediaPost’s Brand Marketers Summit. Barrett states, “Brand management is so crucial because it can ‘differentiate you from competitors’ and ‘brand value can be destroyed in 250 milliseconds.’” Additionally, in a second MediaPost article titled “Big Data Looks To Be Getting Seat At Table,” Barrett says, “It's obviously tough to break through the clutter in the marketplace with brand marketing, but mastering data and using private, paid and public data offers opportunities.” Barrett also mentions results from AI’s recent CMO Insights Study. (Media Post, June 22, 2013)

Accenture Stock Needs This Growth Story to Continue
Accenture’s agreement to purchase Acquity Group is cited as one of the elements supporting the company’s stock growth story. The article states, “In addition, Accenture's purchase of Acquity Group last month helped the company expand its presence into the e-commerce realm. With Acquity's emphasis on digital marketing and strategy to improve the effectiveness of clients' online sales, Accenture hopes to use the company's capabilities in conjunction with other business services in its Interactive division.” Details on Accenture’s Acquity Group acquisition can be found here.(The Motley Fool, June 21, 2013)

Reach Millennials Via Search, Social, Mobile
In a post covering Telefonica’s global Millennial survey, AI’s Glen Hartman offers additional insight on how brands can connect with consumers in today’s multi-channel environment. Hartman states, “Regardless of what Millennials may be doing online, marketers trying to reach them need to remember the most important element in any campaign is relevance. For all the talk of one-to-one or one-to-many communications, an ad that isn’t relevant will not have any impact.”(Media Post, June 20, 2013)

Why CMOs should make business decisions based on consumer needs
In a blog post, AI’s Glen Hartman details today’s demanding consumer and advises CMOs to become the SME of their consumer to achieve loyalty and repeat business. Hartman also offers four recommendations marketing departments should look to pursue, based on findings from AI’s CMO Insights Survey. Hartman states, “When the CMO starts to make decisions as a Consumer SME and focuses on consumer brand engagement over just brand awareness, they’re heading down the right path for success.” Findings from Accenture’s report “Energizing Global Growth: Understanding the Changing Consumer” were also included.(Econsultancy, June 18, 2013)

Digital advertising on real estate: A private/public sector gold-mine?
AI’s Kerry Bianchi conveys why businesses are turning to digital out-of home (DOoH) advertising as an economical and more effective alternative to traditional advertising. Bianchi states, “By customising digital billboards with timely/localised/demographic messages, advertisers can benefit from a real-time, targeted media placement while the owners of these spaces are able to reap the benefit of offering an attractive ad delivery that commands a new or expanded non-traditional revenue stream.” Additional details on DOoH can be found in AI’s POV “Out-of-Home Advertising Lures Landlords into Digital Space” found here.(New Media Knowledge, June 17, 2013)

Infographic of the week: 40% of CMOs feel unprepared
In a second article from Marketing Magazine on AI’s CMO Insights Survey, the study’s accompanying infographic is showcased in its entirety as the publication’s “Infographic of the Week.” An introduction to the survey states, “The 'CMO Insights Survey‘ found that nearly 40% of CMOs feel they lack the right people, tools and resources to meet their objectives, which is 5% lower than when the survey was run a year earlier.” The first Marketing Magazine article detailing the survey findings can be found here.(Marketing Magazine Australia, June 14, 2013)

Strategic Consultancies Invade Marketing Agency Space
Accenture is listed as a top-tier influencer in the marketing space, surpassing the likes of IBM and McKinsey, and AI’s Brian Whipple, Glen Hartman, Anatoly Roytman and Marco Ryan are included in the top 10 list of marketing executive influencers. Accenture’s acquisitions of Fjord and Acquity Group are highlighted in a group of “aggressive recent moves” companies made that “may prove a tipping point in the battle of who will earn the right to sit at the right hand of the CMO.” (Forbes, June 10, 2013)

Sales force to Buy Exact Target for $2.5 Billion
CTO Paul Daugherty discusses Accenture’s recent investment in cloud and shines a light on the growing digital marketing trend by saying, “Digital marketing is the way in which companies are competing now. It’s a big shift for companies across all industries to use digital marketing to reach their consumers.” Daugherty also highlights AI’s Unilever customer success story and two recent acquisitions – Fjord and Acquity Group. (Bloomberg TV, June 4, 2013)

Q&A: Accenture Interactive's Glen Hartman Wants to Move Beyond Campaigns
With Accenture’s recent Acquity Group, Fjord and avVenta acquisitions as the backdrop, AI’s Glen Hartman shares insight into Accenture’s digital consulting practice and agency relationships. Hartman states, “We don't need to replace them, we want them to work more effectively on behalf of the marketer. We bring out the best in them, and help give you the right operating model, the right organizational model, and the right way to scale globally so you can have global control over the brand with local efficiency and flexibility by market.” AI’s recent BMW client story is also noted. Glen can be found on Twitter at @HartmanGlen.(ClickZ, May 27, 2013)

Infographic: CMOs facing a disconnect in their digital marketing strategies
A comprehensive article on AI’s CMO Insights Survey highlighting Australia’s results including: Almost 50% of Australian CMOs surveyed believe their customers are becoming harder to reach and influence through traditional marketing channels. On the use of marketing analytics, AI’s Patricio De Matteis says, “Analytics allows for independent verification that the ads purchased ran accordingly; assists marketing teams to assess buy performance; has the ability to influence changes to forthcoming strategies and; assists companies in revising their media buying parameters therefore improving targeting and efficiency.” AI’s infographic on the survey is also included.(Marketing, May 24, 2013)

Accenture boosts digital offerings with Fjord acquisition
Covering Accenture’s closing of the Fjord acquisition, the post states, “Under the deal, Accenture can expand the digital and marketing capabilities it offers its clients, as well as be better able to help chief marketing officers and digital leaders create customer experiences and bring them swiftly to market.” AI’s Brian Whipple is also quoted. (Silicon Republic, May 24, 2013)

Accenture Acquires Acquity
AI’s Glen A. Hartman (On Twitter:@HartmanGlen) offers insight into Accenture’s recent acquisition spree – Acquity Group, Fjord and avVenta. He states, “We want to be and end-to-end provider that takes responsibility for outcomes. We want to free CMOs to think about marketing and customer experience while we think about the organizational processes and best practices.” (Direct Marketing News, May 20, 2013)

Accenture Buys Acquity Group
Covering Accenture’s Acquity Group acquisition, the article states, “The addition of Acquity Group’s skills and capabilities in e- commerce and leading digital platforms such as Adobe and hybris, supported by Accenture’s industry depth and global delivery capability, is expected to help Accenture Interactive further address the most pressing needs of today’s CMO in the midst of a digital transformation in marketing.” (Consumer Goods Technology, May 20, 2013)

Accenture nabs digital marketing biz Acquity Group for $315 million
An article highlighting Accenture’s recent acquisition history -- Acquity Group, Fjord and avVenta -- notes, “Pointing toward bigger industry trends, Accenture is moving more towards becoming a digital marketing services provider with the intention of serving businesses that recognize the link between IT and marketing departments thanks to data analytics.” (ZD Net, May 20, 2013)

Accenture to Buy Acquity for $316 Million
AI’s Glen A. Hartman (On Twitter:@HartmanGlen) offers insight on the Acquity Group acquisition. He states, “It’s a very important strategic initiative for Accenture to be delivering to the CMO. The CMO may even help pace technology spending in the next five years. Our clients asked us to get into this business.” (Bloomberg, May 18, 2013)

Less guff, more puff
AI’s CMO Insights Survey finding -- Nearly 40% of CMOs do not think they have the right people and resources to meet their goals – is highlighted in an article on the rise of digital marketing and consumer engagement. Additional details on AI’s CMO Insights Survey can be found here. (The Economist, May 18, 2013)

Accenture to Buy Acquity for $316 Million
The article details Accenture’s agreement to purchase Acquity Group to expand its range of digital marketing services. The article also notes, “Accenture currently provides digital marketing services under its Interactive unit, which offers chief marketing officers and brand leaders a suite of marketing, technology and analytics solutions to help them improve their marketing performance.” (Note: A log-in may be required to view article) (The Wall Street Journal, May 17, 2013)

Accenture says it will buy Acquity Group for $316M
Accenture’s agreement to acquire Acquity Group for $316 million is covered with a focus on the financial facts of the deal and recent stock movement for each company. (AP, May 17, 2013)

Accenture to acquire Acquity Group for $316 million
The article offers a succinct summary of Accenture’s agreement to acquire the Acquity Group. As the publication and Acquity Group are both Chicago-based, the post emphasizes this geographic angle. (Crain’s Chicago Business, May 17, 2013)

BFinancial Considerations for CMOs In The Digital Age
In a byline on AI’s CMO Insight Survey findings, AI’s Glen A. Hartman (on Twitter at @HartmanGlen) shares budgetary considerations CMOs should make in today’s digital environment. Hartman states, “By working to improve insufficient digital orientation, and by shifting budgets toward digital, CMOs will not only be able to keep pace with the evolving market and trends, but will also be able to take advantage of it, help the business thrive, and surpass the competition.”(MediaPost, May 17, 2013)

Big Corporations Are Buying Design Firms in Droves
Discussing Accenture’s recent agreement to acquire Fjord, AI’s Baiju Shah says, “This is about helping our clients transform to be digital businesses. Our clients are finding that sustainable performance can’t really be achieved using a lot of the traditional levers.” Shah also states, “It’s a dramatic simplification for our clients.” Additional details on the Fjord acquisition can be found here. (Wired, May 15, 2013)

4 in 10 CMOs Feel Unprepared for Challenges Ahead [Infographic]
In addition to highlighting many AI CMO Insights Survey stats, the full infographic and various graphs from the report are included in this post for a very visual representation of the findings. The CMO Insights Survey can be found here.(Marketing Profs, May 15, 2013)

Here are top 3 challenges for CMOs in Asia Pacific
Resulting from a regional press release on AI’s CMO Insights Survey, numerous publications in Asia cover the local findings including: “In Asia Pacific, 41 percent of CMOs have allocated over a quarter of their marketing budget to digital marketing this year compared to the global figure of 47 percent.” A quote by AI’s Marco Ryan is also included. (Also covered in CIO Asia, MIS Asia, CFO World, ComputerWorld Singapore, and UK’s Digital Arts)(Singapore Business Review, May 13, 2013)

Changing the game: The social space morphs again
A byline by AI’s Marco Ryan and Accenture Indonesia’s Hendra Godjali discusses the benefits and adoption of gamification. They state, “Far from simply replacing traditional marketing efforts, social media is seen by an increasing number of companies as a way of increasing the effectiveness of existing marketing efforts, to differentiate products or services, to advocate for brands and increasingly, to recruit, motivate and raise the performance of employees.” Also, placing a focus on the Indonesian market, Ryan and Godjali note, “Indonesia, perhaps to a greater extent than many other nations in Southeast Asia, offers the perfect testing ground to put the gamification theory into practice.” Accenture’s Value Pursuit application is included as an example of gamification. (The Jakarta Post, May 12, 2013)

Infographic: I Want It Now!
AI’s CMO Insights Survey data points were used in an infographic created by Direct Marketing News. A section of the upfront leading to the graphic reads: “More! More! More! That's all today's consumers ever say. And marketers are the ones bending over backward to satisfy consumers' every whim. In fact, 65% of marketers say that consumer expectations for relevant offers and interactions have the greatest long- term impact on marketing strategy, according to “Turbulence for the CMO” by marketing software and service provider AccentureInteractive.” (Direct Marketing News, May 10, 2013)

CMOs Must Fully Embrace New Technology, or Fail, And They Know It
AI’s Baiju Shah and Brian Whipple co-penned a byline on the recently launched CMO Insights Study findings sharing the greatest challenges marketers are experiencing and offering four recommended actions they should take for future success. “By making additional investments in talent, analytics and, most importantly, digital marketing capabilities, marketing executives will position themselves to reap the rewards from creating seamless customer experiences and ensuring that their brands capture the hearts, minds -- and wallets -- of their customers.”(AdAge, May 8, 2013)

Accenture acquires Fjord: Results International suggests we will see more of this type of deal
News of Accenture’s agreement to acquire Fjord was covered and insight on the deal was shared by Keith Hunt, managing partner at Results International: “I believe we will see a growing number of deals of this kind driven by the increasing importance of data and analytics to client businesses. The trend will also be driven by management consultancies recognising that they need to become more creative and to understand the role that both design and technology play in launching products that consumers really want to buy. Anyone who can bring together art and science and talk to both CMOs and CIOs, whose roles are increasingly overlapping, will be well placed to succeed in the future. Today’s deal looks like it will deliver on this big time.”(The Drum, May 8, 2013)

Agencies, Look Out: Accenture's Invading Your Turf in a Bigger Way Than Ever
Accenture’s agreement to acquire Fjord, a London-based design consulting firm, was covered and it was stated that “The move is part of Accenture's effort to bolster its design chops as it takes on more digital work for big marketers, such as luxury automaker BMW.” Also, complementing AI’s CMO focus the article noted, “Large consultancies are known for their relationships with chief information and technology officers, but Accenture's moves indicate a focus on forging bonds with chief marketing officers.” AI’s Brian Whipple was quoted multiple times in the article. Fjord acquisition details are here and the BMW client story is here. (AdAge, May 7, 2013)

In Bid For Design Cred, Accenture Acquires Fjord
Accenture’s agreement to acquire Fjord was highlighted in a post on the recent trend of large companies acquiring design startups. The article stated, “As user experience and interaction design become ever more important in our increasingly digital world, big, powerful companies seem to be getting the picture: design means far more than just putting pretty pixels on a screen.” Fjord’s CEO Olof Schybergson was quoted on the acquisition: "Today Fjord will enter an exciting new phase as part of Accenture Interactive.” (Fast Company’s Co. Design, May 7, 2013)

Accenture acquires Fjord digital design agency
In a succinct post on Accenture’s agreement to acquire Fjord, these details were noted: ”Following the acquisition, Fjord will become part of Accenture Interactive, but it will keep its brand name for the short term. Accenture said the acquisition will expand the digital and marketing capabilities offered to Accenture Interactive clients, including digital design, analytics and mobile marketing.” (BtoB Magazine, May 7, 2013)

BMW Hires Accenture to Manage Digital Marketing
AI’s recent client announcements -- BMW selected Accenture to manage digital marketing efforts and Unilever tapped Accenture to build a digital social platform -- were highlighted and AI’s place in the digital marketing arena was noted. Today’s news of Accenture’s intent to acquire Fjord, a global service design consultancy, was also included. Additional details on the two client implementations can be found here: BMW and Unilever. (Information Age, May 7, 2013)

10 Interesting Digital Marketing Stats We've Seen This Week
In list of top 10 marketing stats, AI’s CMO Survey findings involving a lack of preparedness, the need for greater agency collaboration, and the allocation of marketing budget to digital initiatives was covered. For instance: “66% of marketing executives are allocating at least 25% of their budget to digital marketing in 2013.” (eConsultancy, May 3, 2013)

What’s Eating Chief Marketing Officers?
In a Q&A, AI’s Baiju Shah shared insight into the challenges CMOs are facing today including smaller budgets, complex consumers, and the move to digital. Shah also offered advice for CMOs saying, “Improve collaboration with IT, but also between business units in an effort to deliver seamless experiences to consumers and to decrease the increasingly complex marketing environment. (Bloomberg BusinessWeek, May 2, 2013)

CMOs Are Pessimistic About Meeting Their Objectives
AI’s Glen Hartman voiced how important it is for CMOs to break down the organizational and channel silos, think beyond a single campaign, effectively connect with partners, and tap analytics. Hartman said, “It's like the flying car or the paperless office. Marketers have been talking about merging online and offline forever, but they just can't seem to get there. The things we need to make it work are finally here, but the organization model is not. Silos in companies really get in the way of making digital transformation happen.” (Direct Marketing News, May 2, 2013)

Unilever Launches Digital Social
Accenture’s implementation of Unilever’s new digital social platform leveraging Salesforce Chatter is covered. The implementation, which was completed in 12 weeks, will help connect Unilever’s marketers, brand managers and partners in 190 countries, and enable sharing of knowledge, best practices and creative assets across the network. (Consumer Goods Technology, May 2, 2013)

Unilever boosts international collaboration with social rollout
Accenture is named as the implementer of Unilever’s new social platform allowing increased collaboration between its international marketing teams to share insights and best practices. Per Marc Mathieu, Unilever’s senior vice president of marketing, “It also frees up time for our team to create more magic - that is, to engage with consumers and create more effective marketing, which will be key to delivering our ambition to double the size of our business.” (Marketing Week, May 2, 2013)

The Future Of Marketing: Data, Customer, Technology
In an article on the future of marketing, AI’s Conor McGovern was quoted on customer data aspect saying, “Focus groups, surveys, and customer feedback are already giving way to individual customer data and robust analytics. The intuition and experience on which traditional marketers rely will be trumped by data-driven decisions. The quantity of information generated by companies is doubling almost every year. The opportunities to develop a deep understanding of the customer are greater than ever.”(CMO.COM, May 1, 2013)

The Digital First Mindset: A Focus for All Industries
AI’s Glen Hartman and Anatoly Roytman co-authored a byline on the necessity for brands to embrace innovation and technology, and adopt a "digital first mindset" to keep up with the connected consumer. Hartman and Roytman also offered factors businesses should consider when pursuing a digital first mindset and stated, “Digital must play a fundamental role in day-to-day business operations, and become an interaction engine with the consumers.” (1to1 Media, April 30, 2013)

Survey:40% of marketers not well-prepared to meet objectives
CMO Study findings involving marketing performance, the use of analytics and becoming more digital were highlighted. The article cited, “To help retain and grow their customer base, 48% of marketers said they will spend more on managing customer data; 40% will increase spending on Web analytics; and 39% will boost spending on marketing analytics. (BtoB, April 29, 2013)

Lack Of Funds Stifles Marketing, New Models, Analytics Needed
AI’s “Turbulence for the CMO” study was covered in depth. The lead point stated, “Four in 10 marketing executives feel unprepared to meet campaign objectives, citing a lack of funding and inefficient business practices as the main impediments to improved performance.” (Media Post, April 29, 2013)

Marketing Week posted two back-to-back articles on AI’s CMO Insights survey:
The first article is titled, With data, talent and tech, why do CMOs feel ill equipped, and focuses on the survey’s findings on unpreparedness and staffing. AI’s survey stated, “While access to customer data is the lowest barrier, it is possible that CMOs do not have processes in place to identify the right data needed to drive customer engagement.” The second article titled, Marketers 'not prepared'for digital future, includes quotes from Brian Whipple who states, “Marketing executives are growing increasingly concerned that tight budgets and the lack of a clear strategy for implementing digital technologies are hurting their company’s ability to compete in the digital age. However, improved performance will require more than new digital and analytics talent. The challenge of digital transformation is how to implement beyond marketing and across the entire enterprise.” (Marketing Week, April 29, 2013)

The importance of in-store video for retailers
The Guardian has covered a statistic from AI’s November survey on shoppers’ preference of personalization over privacy which depicts 49% of consumers in the US and UK are happy to offer data in return for a relevant shopping experience. The Guardian is an influential top-tier outlet with a readership of global media and technology professionals. A link to the full report can be found here.(The Guardian, April 25, 2013)

CRM Watchlist 2013 Winners: Consulting and Systems Integrators Hook Up: Part1
Accenture was named a “CRM 2013 Watchlist Winner” – a list of consulting companies and systems integrators who will have a big impact in 2013 – and AI’s Jason Breed and CRM and Social Technologies’ Joe Hughes and Chris Boudreaux were highlighted for their efforts. As a Watchlist Winner, “Accenture operates with a scope that is unmatched in the world of consultancies and SIs. They do the work of a management consulting firm, a systems integrator, an agency and a facilitator – all at once. Mindboggling and clear winners when it comes to impacting the business.”(ZDNet, March 26, 2013)

How to Make it Relevant: Optimising the Digital Marketing Experience
As part of our alliance with Adobe, AI’s Anatoly Roytman and Adobe’s Aseem Chandra pen a joint byline declaring digital is no longer a channel, but rather the “modus operandi for consumers, marketers and successful corporations.” The authors emphasize that contemporary digital marketing platforms are highly flexible and facilitate a seamless, relevant, end-to-end customer experience across continually evolving digital channels. At its core, integrated digital marketing platforms consist of four building blocks: data, content, analytics, and optimization. This byline was based off a point of view co-developed with Adobe, titled “Making it Relevant: Optimizing the Digital Marketing Experience.(New Media Knowledge, March 23, 2013)

A New C-Suite Role is Emerging – Do You Need a Chief Digital Officer?
AI’s Jason Juma-Ross provides commentary in this leading Australian business magazine on the emerging role of the chief digital officer. Jason notes, “This role reflects the changes that a lot of people are seeing in the digital landscape. The evolution of digital is outside the technology remit of the CIO – I don’t mean entirely outside – but digital touches the business model and customers and supply chain. It is a broader set of issues that requires a new champion.” (LeadingCompany, March 22, 2013)

Consumer Behaviour – An Appetite for New Insight
AI’s Anatoly Roytman provides candid commentary in a recent edition of MarketingWeek that advises CMOs risk drowning in a sea of data about their customers if they fail to get a grip on where the most useful information lies. He advises that some brands have become obsessed with thinking about what behavioral data they can collect from their own digital platforms, when they should be trying harder to understand the wider market of potential customers. Anatoly notes, “Brands need to forget about this inside-out approach and look outside-in.” (Marketing Week, March 2013)

Q&A – Developing a True Mobile Strategy
AI’s Glen Hartman spoke one-on-one with MediaPost about what it takes to develop a true mobile strategy. According to Glen, marketers have to get it right because consumers will be more inclined toward companies that effectively use the mobile platform to create experiences that are relevant and engaging.(Media Post, March 20, 2013)

Do You Know Your CEO? The Eight Essential Leadership Skills
The Marketing Society collaborated with Accenture to find out what makes chief executives and senior business leaders tick. Forty UK chief executives from across a wide selection of business sectors were polled and interviewed. AI’s Anatoly Roytman shared survey observations to attendees at the recent Marketing Society’s “Tough at the Top” event.(Marketing, March 14, 2013)

Understanding Customer Data is the Key to Business Success, Finds CEO Report
The Marketing Society and Accenture quizzed 40 of the UK’s top decision-makers as part of a report on makes a successful leader, and found many were concerned with not just getting enough customer data, but being able to interpret it and use it effectively. The results were presented recently at the Marketing Society’s “Tough at the Top” event, in which AI’s Anatoly Roytman shared survey observations to attendees.(Huffington Post, March 13, 2013)

Best Practices For Your 2013 Media Plan
AI’s Neal Deeprose suggests ten opportunities marketing teams should incorporate into their 2013 media plans to drive marketing performance across print, digital, TV, out of home (OoH), and cinema advertising. As part of his best practices for 2013, he points out: “As media becomes more controllable by the audience, brands only want to buy access to targeted audiences, not big packages of lower precision. Audiences are more in control than ever. They can block ads, or fast forward and time shift their viewing, for instance. So brands need to take stock of their inventory to ensure they keep hitting the right target.”(New Media Knowledge, March 11, 2013)

Brands Dream of Data at Adobe Digital Marketing Summit
AI’s Glen Hartman offers commentary in an AdExchanger article summing up the recent Adobe Digital Marketing Summit event. Glen notes: “Most of these sessions highlighted data, analytics and measurement as a key enabler. The merger of creative, data, analytics and technology, simply put from a marketing, sales and service perspective, means that just about anything you want to do is now possible."(AdExchanger, March 11, 2013)

Banking on Digital Solutions to Build Trust and Innovation
In a joint byline, AI’s Joydeep Bhattacharya and Financial Services’ Piercarlo Gera state that banks are in need of a fresh start. Joydeep and Piercarlo note that adopting a ‘Digital First’ mind-set is an effective way for banks to redefine their relationship with customers: “By having a truly digital business, banks can move away from reactive, transition-based customer relations, towards a more intimate, proactive and personalized experience across multiple channels, products and services.” Learn more from the point of view: Banking on Digital – Building Trust and Innovation in Financial Services.(Banking Technology, March 8, 2013)

2013 The Year of Digital Relevance
In this opinion piece, AI’s Glen Hartman shares with 1to1 Media readers that as social, mobile, and analytics efforts continue to influence how brands target consumers, digital relevance will reign supreme and will shape the ever-changing ways marketers attract and retain consumers. In this era of the connected consumer, Glen explains it’s more important than ever for brands to be relevant across all mediums, embrace social media, and leverage digital and mobile platforms as part of their comprehensive and integrated marketing plan. (1to1 Media, March 1, 2013)

Making it Relevant – Optimizing the Digital Marketing Experience
As part of our alliance with Adobe, AI’s Anatoly Roytman and Adobe’s Aseem Chandra pen a joint byline in CMO.COM declaring digital is no longer a channel, but rather the “modus operandi for consumers, marketers and successful corporations.” The authors emphasize that contemporary digital marketing platforms are highly flexible and facilitate a seamless, relevant, end-to-end customer experience across continually evolving digital channels. At its core, integrated digital marketing platforms consist of four building blocks: data, content, analytics, and optimization. This byline was based off a point of view co- developed with Adobe, titled Making it Relevant: Optimizing the Digital Marketing Experience.(, February 28, 2013)

Big Brother is Watching You Shop
Management Today mentioned our AI survey in an article on personalization and privacy. The article notes, “According to an Accenture Interactive survey of 2,000 US and UK consumers, conducted last November, 86% of people were concerned about having their online behaviour tracked, but 85% said they understood that it allowed businesses to tailor offers and content to their interests. And, 64% said being presented with relevant offers was more important than companies not tracking their website activity (34%).” Detailed findings from the survey can be found here.(Management Today, February 27, 2013)

Turning the EU Privacy Directives into Best Practice for Digital Marketing
AI’s Anatoly Roytman pens a blog in NMK stating the digital era has brought a gold-mine of knowledge about consumers and with this knowledge companies are tailoring products and services and even timing promotions more effectively than ever. However, while the knowledge at a companies’ disposal is powerful, he notes that it also increases the risk that personal details about individual preferences, habits and behavior can be lost or misapplied. In this blog, Anatoly defines seven actions that companies can take to minimize the disruption and refocus on the core objective of attracting, acquiring and servicing customers via digital channels.(New Media Knowledge, February 20, 2013)

Shrinking the Experience Gap
AI’s recent point of view on banking in the digital age – created in conjunction with Financial Services - was prominently referenced in an article covering new trends in banking. The article reasons that because of new technologies, banks have the chance to kick start a new era in customer service. Our joint research supports this, noting: “The digital era could not have come at a better time for the banking industry. With bank customer loyalty and trust at a low point, following the recent financial fallout and the economic downturn, banks are in need of a fresh start. Rising to the challenge of connecting with customers, rebuilding trust, and renewing the banking experience, banks are starting to explore digital technologies. Click here for the full point of view titled, “Banking on Digital: Building Trust and Innovation in Financial Services.”(ABA Banking Journal, February 2013)

How Analytics Will Help Marketers Succeed at Mobile Coupons
AI’s Brandon Young is quoted in a recent article on how marketers are not using analytics effectively enough to capitalize on mobile coupons. The lack of personalization from not using analytics is causing some brands to fall behind. Brandon says, “With 92.5 million people in the U.S. redeeming digital coupons in the past year, there is an undeniable trend towards touching the consumer closer to the register.” He adds, “Companies need to take advantage of this plethora of data to offer consumers value-add content in real-time that is highly targeted, to ultimately drive greater purchasing power.”(Mobile Commerce Daily, February 7, 2013)

KPN Awards Accenture a Four-Year Contract to Provide Digital Managed Services
KPN, a leading telecommunications and IT services provider in The Netherlands, has awarded Accenture (NYSE: ACN) a four-year technology and management consulting contract to develop, build and maintain a full range of digital managed services in order to support KPN’s online domain and drive integration and standardization. Financial terms were not disclosed.(Accenture Newsroom, January 28, 2013)

Digital Out of Home Starts to Find Traction
AI’s Kerry Bianchi provides an exclusive interview with brandchannel on digital out-of-home (DOOH) advertising trends. As companies and public authorities explore new business models and non-core sources of revenue, out-of-home advertising, and increasingly digital out-of-home advertising, is becoming more popular. Kerry notes, “Despite the global economic downturn, significant infrastructure projects are still being planned or built, and interestingly, the money realized from selling advertising space at airports, train stations and other transport hubs will supplement the finances needed to deliver the upcoming large-scale projects.” This interview is based in part on a recent point of view titled, “Out of Home Landlords Venture into Digital Space.”(Brand Channel, January 25, 2013)

DOOH Gaining Momentum Around the World, Accenture Finds
Yet another exclusive interview with AI’s Kerry Bianchi on DOOH advertising trends, this time with MediaPost. The article notes, that despite continuing economic uncertainty, DOOH networks are expanding around the world, often piggybacking onto big-ticket infrastructure projects, while new technology makes DOOH advertising more interactive and local governments look for new income streams from public media. This is according to a new report from Accenture Interactive, “Out of Home Landlords Venture into Digital Space” which forecasts a new wave of investment in DOOH in coming years. Kerry shares, DOOH already has a healthy lead in the developing world because “emerging markets tend to have less traditional or historical static billboards, and this can often mean they ‘jump’straight to digital, omitting the more traditional paper and lightbox formats,” especially in association with big infrastructure projects.(Media Post, January 25, 2013)

Resolution: Embrace Consumer Relevance
AI’s Glen Hartman writes in MediaPost that companies stand to further succeed in 2013 if they can embrace the shift toward consumer relevance and maintain this presence across all marketing and communications platforms. Glen outlines three trends that are integral elements of successful marketing: 1) moving from multichannel marketing to integrated experiences; 2) placing consumer relevance first; 3) embracing the rising tide of social media and mobile. (Media Post, January 21, 2013)

Auto Industry – A Greater Digital Marketing Imperative
AI’s Anatoly Roytman and Luca Mentuccia – the global managing director of the firm’s Automotive group - pen an opinion piece in MediaPost which claims better digital marketing sites are the key to future car-buying. They note as car shoppers demand more and more on Web sites to make their car-buying decisions, it only makes good business sense for companies to put as much effort into developing an effective, interactive digital marketing platform as it does to create extraordinarily physical presentations like auto shows and brick-and-mortar enterprises. This opinion piece was based on recent research coming from our Automotive group that surveyed 13,000 drivers in 11 countries and found that the current state of industry Web sites may impact performance of car sales. (Media Post, January 15, 2013)

Gamification Goes Beyond Games
AI’s Marco Ryan provides commentary in a Business Times article on the evolution of gamification. He states, “Gamification's current usage has evolved, thanks to technology and a maturing demographic that has only ever known a digital world.” He continues, “Beyond tracking users with reward which is inherent in the concept [of gamification], the principles of gamification can be used to alter behaviour.” The article confirms that gamification can go beyond games, and companies can harness the technique to achieve other business objectives such as altering consumer behaviours and increasing interaction with customers. The article also quotes an enterprise software chief technology officer, Shas Kelkar as well as Howard Lo, owner and founder of Standing Sushi Bar, which was featured as an example of local business using gamification tools to increase engagement with customers. (Business Times, January 14, 2013)

Accenture Interactive’s 2013 Media Management Predictions for CMOs
AI’s Conor McGovern suggests ten predictions CMOs should incorporate into their 2013 media management plans for a prosperous new year. In this piece he breaks down the upcoming issues, implications and the potential actions that can be employed. (New Media Knowledge, January 11, 2013)

Accenture Interactive On Convergence of Creative, Data,And Tech
A one-on-one exclusive interview with AI's Glen Hartman in AdExchanger cuts straight to AI's digital marketing strategy and shares what AI sees as trends in 2013 and the convergence of creative, data and technology. "With a focus on helping CMOs navigate changing agendas, Accenture Interactive works to create relevant digital marketing for consumers at scale for their clients, as more competition joins the fray in 2013," states the article. As part of 2013 trends' Glen states: "One thing we're seeing is that marketing is growing up…We're seeing the CMO agenda expanding. There's a lot of talk in the market about how the CMO is forecasted to outspend the CIO in technology in the years ahead. The convergence of the media and creative with the data, analytics, and technology is pervasive and dealing with that convergence makes us grapple with a new truth: marketing is inextricably linked to technology." Read more by clicking here. (AdExchanger, January 10, 2013)

Show rooming Becoming Bigger Threat to Retailers
AI’s Baiju Shah is quoted extensively in a recent edition of Consulting Magazine that exclusively covers the findings of our AI survey. Baiju shares: “The showrooming trend can pose a threat to retailers, given that nearly a third of our respondents make their final online purchases with other stores.” He adds, “But consumers don’t want to shop online exclusively and our work with retailers shows that physical stores don’t have to compete on price alone but rather focus on the whole experience. Retailers need to create a seamless, multi-channel experience that blends the digital and physical, and delivers convenience, price and relevance.” Detailed findings from the survey can be found here.(Consulting Magazine, January 8, 2013)

Whither the Brand Website?
eMarketer writes that brand pages – although not very heavily trafficked as a rule – are still a primary resource for consumers seeking information about products and companies that make them. Still for most brands, traffic is unlikely to be very high. A joint study by Accenture, dunnhumbyUSA and comScore suggests this. The survey shows that 64 percent of the top 25 CPG brands averaged less than 100,000 unique visitors per month to their brand websites. The study also found that on average, visitors to CPG brand websites spent 37 percent more than non-visitors on those brands in retail stores. Additional information on the survey can be found here: detailed pdf and news release.(eMarketer, January 7, 2013)

Smartphones Change Shopping Strategies
Our recent AI survey received mention in the Financial Times. Using data from our survey, the article notes that showrooming has become ever-more prevalent with nearly two-thirds of Britons aged 20 to 40-years-old admit to using mobile devices while in-store to compare prices, although the majority leave before making a purchase at that time. More detailed findings from the survey can be found here.You will need to register for free in order to view the article in full. (Financial Times, January 7, 2013)