The team tackling marketing challenges with you
Connect the dots and data of the customer experience
Everyday pitfalls to avoid
Drive business outcomes by removing silos
Connect the dots and data of the customer experience
Drive business outcomes by removing silos
Everyday pitfalls to avoid
The team tackling marketing challenges with you
The concept of innovation gets debated and discussed often. Is it simply coming up with a new idea? What about a process to introduce that new idea and bring it to life?
To me, innovation means not accepting the status quo. It’s having the bravery, the confidence, and the wherewithal to try things differently. To not necessarily stand out, but to drive growth and not be afraid.
And when it comes to marketing, we’re seeing innovation happen every day. It’s in the small decisions you make to try something new, it’s using your data in a new way and it’s collaborating with your sales and customer service teams to understand your customers better.
This digital magazine is a deeper dive into what we’re seeing when it comes to marketing innovation and it’s a companion piece to our book, Unmasking Marketing Innovation (which you can request here). This digital magazine is also our innovative way of introducing you to some Accenture innovators who can’t wait to steer the future of marketing with you.
So, what are you waiting for? I’ll see you inside.
Offering Lead, Marketing Operations
The concept of innovation gets debated and discussed often. Is it simply coming up with a new idea? What about a process to introduce that new idea and bring it to life?
To me, innovation means not accepting the status quo. It’s having the bravery, the confidence, and the wherewithal to try things differently. To not necessarily stand out, but to drive growth and not be afraid.
And when it comes to marketing, we’re seeing innovation happen every day. It’s in the small decisions you make to try something new, it’s using your data in a new way and it’s collaborating with your sales and customer service teams to understand your customers better.
This digital magazine is a deeper dive into what we’re seeing when it comes to marketing innovation and it’s a companion piece to our book, Unmasking Marketing Innovation (which you can request here). This digital magazine is also our innovative way of introducing you to some Accenture innovators who can’t wait to steer the future of marketing with you.
So, what are you waiting for? I’ll see you inside.
Offering Lead, Marketing Operations
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Compare marketing five years ago to today and it looks like we’re living in two very different worlds. The introduction of digital-first strategies and the use of the internet as marketing’s biggest channel has changed the face of the industry.
As we’re now living in a digital-first world, why are marketers still relying on historical data proxies to understand their ROI?
Compare marketing five years ago to today and it looks like we’re living in two very different worlds. The introduction of digital-first strategies and the use of the internet as marketing’s biggest channel has changed the face of the industry.
Nigel Gilbert, Offering Lead for Marketing Operations, and Neha Misra, Global Chief Technology Officer for Marketing and Commerce Operations, have a few of the answers:
As we’re now living in a digital-first world, why are marketers still relying on historical data proxies to understand their ROI?
No one is data poor today, rather there is an abundance of data for marketers to use.
One of the world’s largest automakers wanted to examine the data from their massive supply network of 100,000 different partners. By identifying specific questions to answer, they were able to determine the data they needed to provide superior customer experiences.
No one is data poor today, rather there is an abundance of data for marketers to use.
Marketers must focus on the value they’re looking for, select those touchpoints and narrow down those data sources.
One of the world’s largest automakers wanted to examine the data from their massive supply network of 100,000 different partners. By identifying specific questions to answer, they were able to determine the data they needed to provide superior customer experiences.
Take control of the key elements of data.
Create a framework where you can test and learn from your data.
As a marketer, you’re familiar with making media plans and you typically decide which Key Performance Indicators (KPIs) you’ll use either before or directly after you make the plan, placing those KPIs on the last page.
As a marketer, you’re familiar with making media plans and you typically decide which Key Performance Indicators (KPIs) you’ll use either before or directly after you make the plan, placing those KPIs on the last page.
Watch Neha Misra, Global CTO of Marketing and Commerce Operations, as she explains what it means to start from the last page and maximize your media plan:
As an organization, you’re typically structured to have a customer truth in each department. Marketing has a view of the customer, sales has a view, customer service has a view and so on. But at the end of the day, it’s all the same customer. Removing these silos helps your organization have a holistic view of your customer and allows you to set common goals together.
As an organization, you’re typically structured to have a customer truth in each department. Marketing has a view of the customer, sales has a view, customer service has a view and so on. But at the end of the day, it’s all the same customer. Removing these silos helps your organization have a holistic view of your customer and allows you to set common goals together.
Declutter: Be purposeful in the technology you use and the data you are capturing to get to that end customer experience.
Laser focus on customer experience: Ensure you have the right balance of creativity, data and technology.
It’s critically important for marketers to avoid innovating for innovation’s sake.
Too often, we see marketing professionals trying to do new things without the proper infrastructure and KPIs in place, which can be quite dangerous and consume significant portions of budget without return.
It’s critically important for marketers to avoid innovating for innovation’s sake.
Too often, we see marketing professionals trying to do new things without the proper infrastructure and KPIs in place, which can be quite dangerous and consume significant portions of budget without return.
Watch Nigel Gilbert, Offering Lead for Marketing Operations, talk about how to innovate with purpose and some everyday pitfalls that marketers can avoid:
Marketing innovation was once about developing bespoke loyalty schemes, strategic pricing incentives or cool customization options. Now it’s about building genuine customer relationships in addition to driving conversions. Explore how CVS Health transformed their marketing operations to make room for innovation.
Marketing innovation was once about developing bespoke loyalty schemes, strategic pricing incentives or cool customization options. Now it’s about building genuine customer relationships in addition to driving conversions. Explore how CVS Health transformed their marketing operations to make room for innovation.
Ask yourself: are you trying out the latest creative treatment simply because you can?
Remember: innovation isn’t trying something no one has done; it’s trying something you’ve never done.
Try things that are new to you, this could create a different trajectory for your growth.
Keep in mind even the smallest, seemingly simple actions can be innovative.
Engage your employees and use the best of human + machine talent, enabling your team to perform higher-value tasks.
Where do you live? |
The United States. |
What are your hobbies or pastimes? |
I code games for my toddler. |
What are you reading or watching right now? |
I’m reading about sustainability and what I can do to leave a better legacy. |
What’s the best marketing ad you’ve ever seen and why do you love it? |
Coinbase’s Super Bowl ad. The simplicity of a QR code floating around an empty screen was genius because it caught the attention of millions of people simultaneously. |
Who inspires you? |
The people I work with every day. |
Get to know a few of the faces behind marketing innovation at Accenture!
Where do you live? |
The United States. |
What are your hobbies or pastimes? |
I code games for my toddler. |
What are you reading or watching right now? |
I’m reading about sustainability and what I can do to leave a better legacy. |
What’s the best marketing ad you’ve ever seen and why do you love it? |
Coinbase’s Super Bowl ad. The simplicity of a QR code floating around an empty screen was genius because it caught the attention of millions of people simultaneously. |
Who inspires you? |
The people I work with every day. |
Where do you live? |
The United Kingdom. |
What are your hobbiesor pastimes? |
These days I’m centered around dog walking, I’ve rediscovered fitness, and the rest of my time is dominated by my children and their hobbies. |
What are you reading or watching right now? |
I’m watching “Winning Time” on HBO. |
What’s the best marketing ad you’ve ever seen and why do you love it? |
The Ronseal Quick Drying Woodstain ad of a man painting a door. It very directly stated, “it does exactly what is says on the tin,” which worked! |
Who inspires you? |
I’m inspired by commitment and motivation, like Michael Jordan in “The Last Dance” and the desire he had to win. |
Where do you live? |
The United Kingdom. |
What are your hobbiesor pastimes? |
These days I’m centered around dog walking, I’ve rediscovered fitness, and the rest of my time is dominated by my children and their hobbies. |
What are you reading or watching right now? |
I’m watching “Winning Time” on HBO. |
What’s the best marketing ad you’ve ever seen and why do you love it? |
The Ronseal Quick Drying Woodstain ad of a man painting a door. It very directly stated, “it does exactly what is says on the tin,” which worked! |
Who inspires you? |
I’m inspired by commitment and motivation, like Michael Jordan in “The Last Dance” and the desire he had to win. |
Our team of 28,000+ innovators is excited to keep pushing the boundaries of marketing innovation forward with you.
Want to know more about the future of marketing? Request your copy of Unmasking Marketing Innovation today.
Marketing Operations
Offering Lead,
Accenture Operations
Marketing Operations
Chief Technology Officer,
Accenture Operations
Our team of 28,000+ innovators is excited to keep pushing the boundaries of marketing innovation forward with you.
Want to know more about the future of marketing? Request your copy of Unmasking Marketing Innovation today.
Marketing Operations
Offering Lead,
Accenture Operations
Marketing Operations
Chief Technology Officer,
Accenture Operations
Copyright © 2022 Accenture. All rights reserved.
Accenture and its logo are registered trademarks of Accenture.
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Technology and Operations services and Accenture Song—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 710,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at accenture.com.
Copyright © 2022 Accenture.
All rights reserved.
Accenture and its logo are registered trademarks of Accenture.
Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Technology and Operations services and Accenture Song—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 710,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at accenture.com.
