Lenovo: Will Data Save the CMO?

Speaker:

Ajit Sivadasan, Global head of Lenovo.com


Marketing’s biggest challenge is “showing me the money”.

show-me-the-money

Unstructured data is driving a significant portion of the overall data. It requires sophisticated and clever data analysts. Real-time decision making is the ultimate goal. Data is central to each and every interaction and will drive higher accountability and efficiency – but why is this important for brands?

Ajit thinks brands are really in trouble as the Internet is changing the way brands interact with consumers. 73% of people could live without brands and there’s no real loyalty as 92% of people said they wouldn’t really miss a brand if it disappeared. The demographic of people based on a survey found that 46% of people use their smartphones to check prices online whilst still in a shop.

Lenovo’s approach involves leveraging of data to drive higher accountablity (and is extremely difficult). This includes all of the following:

  • Explicit Segmentation
  • Implicit segmentation
  • All Digital
  • Crowd Sourcing, failure rate analysis, supply chain optimisation

Predictive segmentation is also going to become more important. Build a predictive model based on demographics. Only give an offer to someone who needs it and rely on brand presence for the rest of the demographic. Using someone such as Ashton Kutcher to design a Lenovo device really helps to connect with people who are in the majority of people who just need brand recognition. But even now, analytical data is at the forefront of our lives, so much so that Hollywood movies are being made at a faster pace, such as this one starring Johnny Depp:

So, data is central to everything we’re doing. No argument. Not all data is useful. Marketing that is digital/mobile/social drives measurability. You need to change the culture of your organisation and it’s hard for people to understand. Companies have to change on all levels, not just some team in a corner. Marketers in future will drive measureable creativity (C).

That’s my story and I’m sticking to it :)

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