Microsoft Services helps businesses all over the world build the right solutions to meet their business goals. In this marketing scenario see how a chief marketing officer of a retail store plans and optimizes their marketing efforts for the launch of a new smart watch.

1. Making your
Marketing More
Effective
How a Retail CMO Connects the Dots
FEBRUARY 2015

2. Microsoft Services helps businesses all over the world build the right solutions to
meet their business goals.
We start by creating personas and scenarios to outline
the optimal customer experience.
In this marketing scenario see how a chief marketing officer of a retail store plans
and optimizes their marketing efforts for the launch of a new smart watch.
SALES PERFORMANCE

3. How can a retail CMO orchestrate a multi-
channel product launch and harness data to
transform potentially show-stopping issues
into new opportunities?
THE CORPORATE FIELD MARKETING RELATIONSHIP: HOW A CMO CONNECTS THE DOTS
Let’s explore how Laura and her team transform voluminous sales
and marketing data into insights that shape a pilot rollout to the U.S.
market ahead of a global launch.
• Contoso is a global luxury watch brand with worldwide retail
locations, retail partners, and an e-commerce store.
• Launching SmartWatch, its first tech-enabled product
• Targeting new market segment: millennials
3

4. Chief Marketing Officer directs corporate
and regional marketing teams that harness
data and technology to identify profitable
customer relationships and deliver quality
leads to meet revenue targets.
Meet the Contoso SmartWatch Launch Team
Sales Performance Marketing Performance Campaign Analytics Retail Analytics Campaign Refresh & Launch Optimized Campaign Performance Business Outcomes
Laura
Chief Marketing Officer
4
Marketing Operations VP manages the
resources, tools, and processes that make
marketing successful. His marketing
investments must enhance the brand and
drive market awareness.
Aiden
Marketing Operations VP
Field Marketing VP leads regional
marketing teams and activities to increase
market awareness and generate leads to
support revenue goals of channel and
direct sales teams.
Leo
Field Marketing VP

5. District Manager works closely with the
field marketing team, ensuring first-rate
customer service in his territory to
consistently meet sales targets.
Meet the Contoso SmartWatch Launch Team
Sales Performance Marketing Performance Campaign Analytics Retail Analytics Campaign Refresh & Launch Optimized Campaign Performance Business Outcomes
Patrick
District Manager
5
Social Marketing Manager dictates
strategy and tactics to build brand authority,
engage and support customers, and escalate
issues and opportunities to optimize
business objectives.
Samantha
Social Marketing Manager
Digital Marketing Manager innovates
strategies and campaigns to increase leads
and revenue, build brand equity, and drive
revenue across digital channels.
Bill
Digital Marketing Manager

6. 6
Contoso is launching a
new SmartWatch and
designing their omni-
channel campaign,
focusing on positive ROI.

7. CAMPAIGN RESEARCH & TARGETING
Aiden pulls up the campaign targeting dashboard. He is able to filter on
any of the data (age, gender, competitor sales, etc…).
Through the use of predictive
analytics, Contoso is able to predict
which geographies in the US are the
most compelling to target with
campaigns.
We can see that West Coast markets
are comprised of prospective
customers with the most active
lifestyles, and are most likely to buy
a SmartWatch.
Aiden
Marketing Operations VP
7
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

8. Aiden quickly pulls together data from previous campaigns into a dashboard, showing
that social, web and mobile outperformed print and billboards, but TV was on par.
8
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY
CAMPAIGN RESEARCH & TARGETING
Team,
From:
To:
Subject:
Aiden
Marketing Team
Past Campaign Performance
Let’s meet and review campaign
performance data from our previous
watch launch campaigns to inform
the best approach.
--
Aiden | Marketing Operations VP

9. What social platforms are we using to reach
potential buyers?
Laura 8:57 AM
We’ll combine Facebook, Twitter and Instagram,
while using social listening to identify influencers
who can create positive buzz.
Samantha 8:59 AM
CAMPAIGN ANALYTICS 9
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS
Bill 9:07 AM
We’ll build a mobile app to deliver special offers,
product info and to deliver a personalized and
fun experience.
OK. And what are we going to do to capitalize on
the mobility trend?
9:03 AMLaura
Will we use our new marketing automation capability?
9:11 AMLaura
Bill 9:13 AM
Yes we will.

10. By connecting data from the marketing agency, CRM system and operations,
Aiden is able to measure the effectiveness of the campaign.
10
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY
CAMPAIGN RESEARCH & TARGETING
Team,
From:
To:
Subject:
Aiden
Marketing Team
ROI Results
We showed a positive marketing
ROI in the Northwest, Southwest.
Central US was even. Southeast and
Northeast had negative ROIs, which
isn’t surprising after seeing where
our most likely areas of sales were
in our target customers dashboard.
--
Aiden | Marketing Operations VP

11. Post launch, the sales and marketing
team is reviewing sales and campaign
performance metrics.
SALES PERFORMANCE Core Players: 11
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

12. SALES PERFORMANCE (NATIONAL)
Aiden pulls up the sales analytics dashboard, displaying up-to-the-minute
cross-channel sales revenues.
The sales analytics dashboard
provides near real-time access to
cross-channel sales revenue:
• Online
• In-store
• Retail partners
• Mobile
Aiden
Marketing Operations VP
12
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

13. SALES PERFORMANCE (NATIONAL)
Aiden layers KPIs onto the dashboard, providing a clear view of
performance against sales goals.
13
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY
The sales revenue module displays
revenue by territory, segmented by
channel and comparative sales markets.
Aiden
Marketing Operations VP

14. SALES PERFORMANCE (REGIONAL)
Aiden next pulls up sales by region; discovering that sales
in the southeast are significantly lagging behind the national average.
Leo, retail sales are off the mark. Can you look
into activities in the lagging regions?
Aiden 10:57 AM
Thanks Leo. I’ll talk to store managers to find
the disconnect.
Patrick 11:02 AM
Patrick, the southeast is 24% behind target. Please report on
store activities while I check results of the marketing campaign.
Leo 11:04 AM
14
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

15. MARKETING CAMPAIGN PERFORMANCE
The social ads converted ecommerce traffic,
but the offer didn’t drive foot traffic. Can
you help investigate?
Bill 10:57 AM
Sure, I’ll analyze social ad conversions and
chatter on our social channels.
Samantha 11:02 AM
The digital marketing team pulls up campaign metrics to chart
the performance of the in-market offer and social ads.
15
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS

16. Negative feedback indicates some retail sales associates were not aware
of the offer, and some customers could not locate SmartWatch kiosk.
Sentiment is trending negative.
A survey of comments indicates customers
are having trouble redeeming the offer, and
can’t find SmartWatch in stores
Samantha 10:57 AM
Leo, these insights will help the field solve
issues on the ground. Please share
Samantha’s findings.
Bill 11:02 AM
Great work. Patrick is conducting store visits
this week. I’ll pass along the information.
11:03 AMLeo
CAMPAIGN ANALYTICS 16
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS

17. RETAIL IN-STORE ANALYTICS
Patrick,
From:
To:
Subject:
Leo
Patrick, Merchandising Team
Smartwatch kiosk heat map
In-Store_2015Report
Heat maps for southeast retailers
reveals low traffic to the SmartWatch
kiosk. Please advise on action plan.
--
Leo | Field Marketing VP
Leo confirms the kiosk is positioned away from primary foot traffic.
He directs Patrick, District Manager, to negotiate a more visible location.
Thanks Leo,
I’ll schedule on-floor sales training
and work with merchandising to
reposition the kiosks.
--
Patrick | District Manager
REPLY
17
PRODUCTIVITY • PLATFORM • BUSINESS APPS

18. While the field team optimizes solutions at retailers,
the marketing team gets to work on updates to the
marketing campaign, with additional tactics to boost
results in the southeast region.
CAMPAIGN REFRESH Core Players: 18
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

19. CAMPAIGN REFRESH
Samantha runs a social media keyword analysis and sentiment report, discovering
customer insights that inform the approach for the refreshed marketing campaign.
Customer Insights Campaign Brief
Bill, let’s leverage the feedback from
social channels to inform the
campaign positioning.
Samantha 10:57 AM
Sure thing! I’ll update the campaign
brief based on the insights.
Bill 11:02 AM
Bill sends an updated campaign brief
to the Digital Production team.
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY
19

20. CAMPAIGN LAUNCH
Social & Contest AdsThe digital production team uses the CRM Campaign Designer to create campaign
assets. The campaign launch coincides with the operational optimizations at retail.
Personalized Emails
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS
20

21. The marketing team reveals the results
of the new campaign, aligning the engagement and
conversion metrics of the RM/social campaign with
in-store traffic and cross-channel sales revenue.
CAMPAIGN OPTIMIZATION PERFORMANCE Core Players: 21
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

22. CAMPAIGN OPTIMIZATION PERFORMANCE
From:
To:
Subject:
Aiden
Marketing; Sales
SmartWatch + Smart Team =
BIG RESULTS!
All,
• 15% increase in national online traffic.
• Southeast region sales up 35%, now
leading all geos.
• Boost in offer redemption, including previous
problem areas.
• Strong sentiment and engagement indicates
smoother retail experience online and in-store.
Great work, team!
--
Aiden | Marketing Operations VP
The merchandising and campaign
refresh is hitting the mark. Check out
these results.
22
INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

23. Based on lessons learned from the
national launch, Laura, the CMO, defines
the strategy for the global rollout.
BUSINESS OUTCOMES Core Players: 23
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

24. BUSINESS OUTCOMES
Laura briefs the global team
on lessons from the national
launch. She highlights key analytics
from the optimization campaign,
setting the stage for the global
rollout strategy.
24
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS

25. BUSINESS OUTCOMES 25
Laura shares the rollout
presentation with the attending
regional VPs, providing clear
direction on the campaign tactics
and merchandising strategies for
the SmartWatch global rollout.
The stage is set to gain the
market-leading position in the
wearable tech brand category.
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

26. Transformed a traditional marketing
operation into a modern, agile
department that harnesses the power
of data to reach customers.
Laura
Chief Marketing Officer
Harnessed near real-time sales and
marketing analytics to respond to rapidly-
changing market conditions.
Aiden
Marketing Operations VP
Pinpointed chokepoints across
sales territories, enabling fast response
teams to quickly fix issues.
Leo
Field Marketing VP
Business Outcomes
How data transformed a traditional watch manufacturer into a data-driven marketing organization.
BUSINESS OUTCOMES 26
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

27. Used market data and customer
feedback to fix problems at retail, turning
a lagging territory into a revenue leader.
Business Outcomes
How data transformed a traditional watch manufacturer into a data-driven marketing organization.
Patrick
District Manager
Accessed insights from a stream of social
conversations to pinpoint issues in the sales
and marketing channels, and improved the
way social marketing influences business
decisions across the organization.
Samantha
Social Marketing Manager
Synthesized sales, campaign, and customer
insights into an updated marketing campaign
that better engaged and converted prospects
into loyal customers.
Bill
Digital Marketing Manager
BUSINESS OUTCOMES 27
INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

28. Thank You
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