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    • How to build Customer Lifetime Value in the Digital Age How to build Customer Lifetime Value in the Digital Age Linus Gregoriadis, research director, Econsultancy Recorded: Jul 17 2014 8:20 am UTC 56 mins
    • Our recent joint Sitecore/Econsultancy research shows that over three quarters of brands place customer lifetime value (CLV) as a vital measure for their organisation, and nearly 9 in 10 brands believe delivering a great customer experience is essential to drive CLV.

      Digital has changed the marketing landscape, making it possible for brands to own the experience for their customers to deliver a contextual, relevant, real-time customer journey across all channels. How can brands move towards owning the entire customer experience to build CLV, and what barriers are currently hindering progress?

      In this webinar, Linus Gregoriadis, research director for Econsultancy and author of ‘Customer Lifetime Value Building Loyalty and Driving Revenue in the Digital Age’, discusses the key findings from the research report, including:

      Why CLV is growing in importance as a metric
      Which tools work to build CLV and what will help build CLV in the future
      Examining loyalty and brand switching across eleven vertical sectors

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    • Predicting Routes to Revenue Predicting Routes to Revenue Rob Walker - Pegasystems; Liz Miller - CMO Council; Josh Kruter - Clear Channel Recorded: Jul 23 2015 5:00 pm UTC 62 mins
    • In 2007, a CMO Council study tracked how senior marketers were embracing the customer in real-time, personalized engagements. Were we realizing the goal of “right message, right time, right channel” in our communications? In the study, 47 percent of marketing respondents felt they did not have a full view into the profitability of a customer, including access to customer lifetime value insights. 60 percent predicted personalization as a key route to maximize customer revenue, but the majority indicated they lacked the metrics needed to effectively leverage data to personalize experiences.
      Eight years later, many marketers feel they are in the same position as they struggle to optimize the customer journey using real-time insights and intelligence that enable them to craft robust customer experiences where revenue – not engagement metrics, like clicks or views- is the goal.
      While marketers still look to power experiences with personalization and relevance, customers now have different needs. Service expectations—from self-service to always-available personal or face-to-face service—rapidly increase as customers are not willing to wait for resolutions to issues. Our customers have new and more compelling options from disruptors. Despite years of loyalty building, customers are more willing to leave a brand in favor of experiences and service options that deprioritize pricing and promotions. Customers now demand to be known and heard.
      To address some of these issues and better understand how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing,” the CMO Council, in partnership with Pegasystems, will present a strategic overview of how marketers are feeding the always-on marketing brain. Gone are the strategies that simply look to maximize campaign engagements as they are being replaced by customer journeys that traverse acquisition, retention and advocacy to maximize customer lifetime value.

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    • Change Management for Agile IT: ITIL or DevOps? Change Management for Agile IT: ITIL or DevOps? George Spalding, EVP for Pink Elephant & Adam OBrien, Product Marketing Manager for SunView Software Recorded: Sep 23 2015 4:00 pm UTC 40 mins
    • Historically, the viewpoint of change management has typically been that it’s best left for organizations that rely on the established processes and guidelines of ITIL. However, continuous deployment methods and ideologies such as Agile IT, DevOps, and bimodal IT have ushered in a new era of high velocity performance that demand change controls to minimize risk, ensure compliance, and provide total visibility across the entire enterprise.

      The question begs - Are traditional ITIL-based processes the only true way to effectively implement change management? Or can there be room in the Agile IT world for change tracking and regulatory compliance without becoming a hindrance to speed and productivity? Join George Spalding, EVP, Pink Elephant and Adam O’Brien, Product Marketing Manager, SunView Software as they tackle the tough questions regarding ITIL, DevOps, and change management within an Agile IT environment!

      About George:
      George Spalding is the co-author of ITIL® V3’s Continual Service Improvement core volume. George Spalding was recently awarded the 2012 Ron Muns Lifetime Achievement Award from HDI and is one of the world’s most insightful and engaging IT Service Management and Support experts. In addition to his extensive commitment to improving the industry, George spent several years as a consultant to the White House on technical presentations and White House conferences. He also coordinated technical presentations for members of the President's cabinet, the Smithsonian Institute, and the Federal Bureau of Investigation. George is an ITIL Expert, he is a regular author of IT articles and white papers, and is a presenter at global ITSM conferences and events.

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    • Personalization Priorities for 2016: A Roundtable Conversation Personalization Priorities for 2016: A Roundtable Conversation Liz Miller - CMO Council, Vince Jeffs - Pegasystems, John Ingersoll - CSAA Insurance, Amy Michaels - T-Mobile Upcoming: Feb 18 2016 6:00 pm UTC 75 mins
    • According to the newly released study, “Predicting Routes to Revenue,” marketers intend to look directly at personalization as a key strategy to maximize customer value in 2016. In fact, according to the insights from more than 150 senior marketing decision makers, 58 percent will be adding more personalized experiences that are directly based on customer data. However, only 16 percent of marketers in the same study admitted they are delivering a customer-centric experience that fulfills brand promises and value at every step of the experience.

      In fact:

      -44 percent of marketers admit they do not have good visibility into customer lifetime value and retention rates
      -36 percent feel that the current market environment is cluttered and confused, with a mass of online and offline communications adding to the noise and making it more challenging to engage with customers

      So where will marketers need to invest, innovate and advance in order to reach their goal of delivering on the power of personalization? With an ever-growing list of marketing priorities, what personalization priorities exist? How do we ensure that the investments in talent and technology are moving the revenue needle? How do we finally put an end to “random acts of marketing” and, once and for all, create a connected, multi-channel experience that is in the context of the brand and the customer? What does the must-do punch list for prioritization look like for the entire customer-engaging organization?

      Join the CMO Council as we gather a roundtable panel of guests to discuss the key marketing priorities that will make personalization a priority in the coming year. This will be an hour-long roundtable discussion of the needs, issues, challenges and big wins that marketers can achieve in the coming year. Joining the CMO Council on the panel will be experts from Pegasystems, who will be providing industry best practices and insights from leading brands.

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    • Mapping Monetization: Strategies for Content, Context, and Frictionless Commerce Mapping Monetization: Strategies for Content, Context, and Frictionless Commerce Liz Miller, SVP, Marketing-CMO Council Recorded: Jun 18 2015 5:00 pm UTC 60 mins
    • Whether currently engaging in online commerce or contemplating such a move in the future, successful CMOs are realizing that their customers want a personalized, frictionless purchasing experience. Consumers seek agile interactions, painless fulfillment, and a memorable experience. CMOs are increasingly embracing a new priority: Identifying new and recurring revenue opportunities and optimizing the consumer experience to maximize customer lifetime value. The good news is that the global digital consumer is ready to spend. According to analyst firm Ovum, global consumer spend on digital content will increase from $76 billion in 2013 to $145 billion in 2018, doubling in a short five-year span.

      Working in lockstep with CFOs, successful CMOs are implementing new strategies to price products and services, bill customers, offer seamless payment facilities, create new opportunities to retain customers, and grow recurring revenue streams – all while defining new business metrics to measure success in terms of customer lifetime value. They team with product management to identify new opportunities and even new products that meet their customers’ growing expectations for innovation, engagement and relevance.

      To address these new mandates for digital marketing, monetization, and frictionless commerce and experience, the CMO Council will be hosting an online webcast (06/18, 10am PST/1pm EST/5pm GMT) to discuss and debate the realities of transforming organizations, strategies and revenue models and develop winning strategies to successfully navigate the online revenue maze. Vindicia, a subscription billing and recurring revenue leader that is driving the pace of the digital economy, will share expert perspectives, along with key questions that marketers must consider when building new digital revenue models.

      Speakers:
      Gene Hoffman, CEO/Chairman-Vindicia
      Miriam Volle, Business Marketing Communications Leader-Kaiser Permanente
      Vidya Vishal, Enterprise Growth Leader-Equifax

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    • Social Marketing: Listen To, Convert, and Engage Customers Social Marketing: Listen To, Convert, and Engage Customers Benjamin Kolp, Oracle Marketing Cloud Recorded: Oct 23 2014 2:00 pm UTC 44 mins
    • This session is designed for Modern Marketers who understand the demand for a fully integrated, personalised customer experience across all channels, including social media. This webinar will outline the key elements of Social Marketing including the ability to listen, convert and engage your best advocates that spend more and drive a greater lifetime value.

      You will learn:
      · How to Identify social trends and opportunities through listening to your audience, advocates and competitors
      · The components required for an integrated lead generation campaign across traditional and non-traditional channels that mirrors a landing page created in Eloqua
      · A method to promote a campaign across multiple social channels simultaneously via SCAPP integration
      · How to measure a campaign in social channels via Campaign ID & Dynamic Link Tracking integrations
      · How to create a cost-effective, hyper-targeted paid media campaign in Facebook via Custom Audience integration

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