There is a truth that the vast majority of executives across marketing, commerce and supply chain will all agree upon: the issue in experience delivery isn’t a lack of data. In fact, some may actually note that there is too much data—so much that organizations find that they are doing more storing than acting on the massive quantities of data coming in across an ever-growing landscape of sources. Simply put, data is everywhere. The real art of engagement is the ability to do more with it.
As organizations seek to deliver more connected and holistic engagements that span the entire customer journey, marketers, commerce and supply chain leaders are all grappling with eerily similar issues, applied in drastically different ways. While all executives are looking to identify a comprehensive, 360-degree view of the customer, each must look through their own functional lens.
For the marketer, this means understanding the touchpoints and moments of opportunity to engage in more relevant and valuable ways. For the commerce leader, it means understanding intentions and behaviors to seize opportunities to recommend, share and enhance the shopping experience. For the supply chain leader, this means seeing the totality of the supply chain to proactively remove points of friction to be able to deliver on the litany of promises being made upstream by both marketing and commerce teams.
The new engagement reality involves multiple vantage points, multiple functional mandates and multiple touchpoints, but it all comes down to just one customer.
The complexity of this new dynamic necessitates that organizations innovate in order to align functional stakeholders. It demands access to real-time intelligence across a single pane of glass, offering total transparency and visibility to all stakeholders in engagement, but with lenses colored to make those insights valuable to individual functional teams. Leading-edge organizations have turned to technology to advance data and intelligence initiatives, applying advanced analytics and cognitive computing capabilities to not only aggregate and manage massive troves of known and dark data, but also to deliver relevant intelligence back to the organization to facilitate profitable action.
The CMO Council, in partnership with IBM Watson Customer Engagement, will gather senior marketing, commerce and supply chain executives to discuss and debate where and how the shift toward the customer has necessitated innovation across data, analytics and holistic operations. Among the key issues to be discussed by these cross-functional peer-powered roundtables are:
- How organizations are centralizing and putting today’s deluge of data to work, as well as finding new ways to extract value from multiplying sources of insight (IoT, martech apps, third-party APIs, etc.) and unstructured content (both inside and outside of the enterprise)
- Issues of data availability, accessibility, quality, timeliness, dependency, disorder, drag, delay and dysfunction
- The competitive imperative to leverage real-time, refined data for revenue growth, customer gratification and trusted decision support
- Identification of gaps and deficiencies in the data value chain, as well as identifying the impact these gaps have specific to the customer journey, path to purchase, lifetime value and delivery of the end-to-end experience
- Examples of business model and engagement innovation powered by cognitive computing
If you are interested in attending this dinner or have any questions, please reach out to Christine Chiang at firstname.lastname@example.org.