Mi presentación del evento de SAS Customer Analytics 2016 en CDMX. Temas: agile marketing y marketing dashboards. Mayo 2016. 1) Implementar metodología de Agile Marketing con un buen gobierno de procesos y políticas con las agencias de marketing, los proveedores y todos los departamentos de la empresa desde marketing hasta servicio. 2)Tener un plan de capacitación continua en todo tipo de concepto y tecnologías de Marketing, Ventas, Servicio y CRM. 3) Implementar procesos para el manejo de calidad de datos usando la pantalla de 360 grados del cliente. 4) Ejecutar y probar tus campañas constantemente. Es un proceso que continua y actualizara tu estrategia. 5) Implementar procesos de medición con marketing dashboards integrados. 6) Maximiza tus datos con información para crear audiencias y poder optimizar el uso de contenido.

1. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
EL MARKETING TECHNOLOGY STACK Y
COMO IMPLEMENTARLO CON
AGILE MARKETING.
JESUS HOYOS - @JESUS_HOYOS – SOLVIS CONSULTING, LLC
#SASCA2016

2. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
El CRM ahora es un ecosistema de herramientas, datos, cultura, procesos y
gente. La fusión de tecnologías de CRM, Analíticos, Advertising, y Marketing
necesitan un modelo operativo ágil.
141 10194
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3. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
• Agile Marketing – “Test and Learn”
• Data Integration – “306 Degree View of Consumer”
• De Marketers a Marketing Technologists
• AdTech se fusiona con MarTech y CRM
• Marketing Dashboards – “Decision Making In real-time”
#SASCA2016

4. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
141 10194
#SASCA2016

5. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
141 10194
#SASCA2016

6. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
141 10194
#SASCA2016

7. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
141 10194
#SASCA2016

8. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
141 10194
#SASCA2016

9. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
• Datos
• Audiencias
• Contenido
141 10194
#SASCA2016

10. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
http://www.business2community.com/content-marketing/engaged-content-
driven-marketing-just-content-marketing-01466651#dsVOJszAxuPQoSm9.97
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11. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
#SASCA2016
http://agilemarketingmanifesto.org/
http://www.docurated.com/all-things-productivity/agile-marketing-resources

12. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
#SASCA2016

13. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
• Multi-Channel Performance
• Spend by Channel
• Weekly Engagement By Channel
• Top Performing Video
• Customer Journey Effectiveness
• Online Display Effectiveness
• Cost Per Lead / Per Channel
• Spend by Channel vs Buzz
• Customer Life Cycle Performance: Awareness, Consideration, Decision,
Experience
• Co-Hort
• Conversions
#SASCA2016

14. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
Resumiendo
1. Muchas marketing technologies: Ads, Marketing Automation, CRM
2. Enfoque en crecimiento
3. Modelo 70/20/10
4. Datos, Audiencias & Contenido
5. Agile Marketing
6. Marketing Dashboards – “always on”, “always testing”
#SASCA2016

15. Company Confidential - For Internal Use Only
Copyright © 2012, SAS Institute Inc. All rights reserved.
MARKETING
TECHNOLOGIES
ADTECH + MARTECH + CRM = MARKETING ANALYTICS
Muchas gracias!
Jesús Hoyos – jesus.hoyos@solvisconsulting.com
www.solvisconsulting.com
#SASCA2016