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Digitally Advancing the Customer
Journey: The CSC Approach
Presented by Nick Panayi (CSC) and Jason Siegel (Bluetext)
BLUE...
Welcome.
Nick Panayi
Director of Global Brand and Digital Marketing at CSC
72,000
WHO WE ARE
4
EMPLOYEES WORLDWIDE
$12.6B GLOBAL IT
SERVICES POWERHOUSE
50+ YEARS OF INNOVATION
100+
GLOBAL ALLIANCES...
Digital Marketing @CSC
Analytics
Web
Social
Advertising
Mobile
Marketing Automation
Sales
Integration with CSC.com CMS
Int...
Jason Siegel
Creative Director at Bluetext
We are a full service provider of
branding, digital marketing and
communications
Bluetext Clients
We lovechallenges
The technology markets
evolved so CSC evolved.
Collaborating we
defined an approach
to react to the
changing market.
TwoKEYingredients
BRAND.
AND.
CUSTOMER
JOURNEYS.
BRAND.
Lets start by debunking some
myths
FirstA brand is not a logo.
SecondA brand is not an identity.
FinallyA brand is not a product or a service.
So what exactly
is a [ brand ]
It’s a persons gut feeling because brands
are defined by individuals, not companies
or markets.
It’s a Gut feeling because...
In other words….
It’s not what you
say it is
It’s what THEY
say it is
We asked CSC what do you
want your customers to say
And how can we visualize this on their
customer journey.
It started with discovery
What does
look like?
THE CURRENT
JOURNEY
“A journey is like a marriage.
The certain way to be wrong is
to think you control it.”
- John Steinbeck
It needs ENERGY
It needs to be DIFFERENTIATED
It needs to be applicable
to all of your personas & targets
A Fresh Approach
Uniq E
to the persona
Global Extensibility
Personalized Thought Leadership
By Solution
By Industry By Alliance Partner
So what does the
touchdown look like?
Memorable Creative
Demo the experience
Wired Creative
Key Platforms
Great Results
DBC Results
>1/3
Of our top 130 accounts
(representing >50% of
revenue) have visited the
DBC
DBC rank (by page views) vs o...
CSC.COM
• SHOW THE BEFORE AND AFTER OF THE NEW
SITE AND WHY. NICK AND JASON PRESENT
TOGETHER TBD
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey
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2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey

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2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey

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2015 Mid Atlantic Marketing Summitt - Bluetext Presents with CSC on Digital Customer Journey

  1. 1. Digitally Advancing the Customer Journey: The CSC Approach Presented by Nick Panayi (CSC) and Jason Siegel (Bluetext) BLUETEXT AND CSC MAY 8, 2015
  2. 2. Welcome.
  3. 3. Nick Panayi Director of Global Brand and Digital Marketing at CSC
  4. 4. 72,000 WHO WE ARE 4 EMPLOYEES WORLDWIDE $12.6B GLOBAL IT SERVICES POWERHOUSE 50+ YEARS OF INNOVATION 100+ GLOBAL ALLIANCES WITH BEST-IN-BREED PARTNERS A GLOBAL POWERHOUSE IN BUSINESS AND IT TRANSFORMATION 70 COUNTRIES
  5. 5. Digital Marketing @CSC Analytics Web Social Advertising Mobile Marketing Automation Sales Integration with CSC.com CMS Integration between other systems ANALYTICS SOCIALWEB ADVERTISING MOBILE MARKETING AUTOMATION SALES CSC Digital Marketing Platform .com CMS Marketing automation system Eloqua Salesforce Informatica GoodData Digital Marketing dashboards Perceptive Media Adobe Search & Promote Internal search engine Conductor Searchlight SEO optimization & monit oring 6 Sense Deal Predictor InfoChimps Enterprise Data Hub & Predictive Modeling ReachForce Data Cleansing Isana Account based personalization system Mobile Apps Kapost Content project management and in ventory Bizo Data enrichment f or analytics, personalization & ads Firmographic data for analytics, personalization & ads Adobe Media Optimizer Search engine marketing system Adobe Ad Hoc Analysis Advanced analytics for csc.com Adobe Data Workbench Deep multi channel analytics & Busines s Intelligence Adobe Dynamic Tag Management JavaScript tag management BeyondCore Feature selection and analy sis for predictive & prescriptive analytics Adobe Reports & Analytics Analytics for csc.com Adobe Data Connector Data integration hub betw een Adobe and external systems TrackMaven Track digital activities of select c ompanies Leadspace Predictive lead targeting Insight Curator ABM Concierge service WEB SOCIAL ECOSYSTEM D E M A N D G E N ABM
  6. 6. Jason Siegel Creative Director at Bluetext
  7. 7. We are a full service provider of branding, digital marketing and communications
  8. 8. Bluetext Clients
  9. 9. We lovechallenges
  10. 10. The technology markets evolved so CSC evolved.
  11. 11. Collaborating we defined an approach to react to the changing market.
  12. 12. TwoKEYingredients
  13. 13. BRAND.
  14. 14. AND.
  15. 15. CUSTOMER JOURNEYS.
  16. 16. BRAND.
  17. 17. Lets start by debunking some myths
  18. 18. FirstA brand is not a logo.
  19. 19. SecondA brand is not an identity.
  20. 20. FinallyA brand is not a product or a service.
  21. 21. So what exactly is a [ brand ]
  22. 22. It’s a persons gut feeling because brands are defined by individuals, not companies or markets. It’s a Gut feeling because people are emotional, intuitive beings.
  23. 23. In other words….
  24. 24. It’s not what you say it is
  25. 25. It’s what THEY say it is
  26. 26. We asked CSC what do you want your customers to say And how can we visualize this on their customer journey.
  27. 27. It started with discovery
  28. 28. What does look like? THE CURRENT JOURNEY
  29. 29. “A journey is like a marriage. The certain way to be wrong is to think you control it.” - John Steinbeck
  30. 30. It needs ENERGY
  31. 31. It needs to be DIFFERENTIATED
  32. 32. It needs to be applicable to all of your personas & targets
  33. 33. A Fresh Approach
  34. 34. Uniq E to the persona
  35. 35. Global Extensibility
  36. 36. Personalized Thought Leadership By Solution By Industry By Alliance Partner
  37. 37. So what does the touchdown look like?
  38. 38. Memorable Creative
  39. 39. Demo the experience
  40. 40. Wired Creative
  41. 41. Key Platforms
  42. 42. Great Results
  43. 43. DBC Results >1/3 Of our top 130 accounts (representing >50% of revenue) have visited the DBC DBC rank (by page views) vs other industry content on CSC.com 3X Average time spent vs other CSC.com zones
  44. 44. CSC.COM • SHOW THE BEFORE AND AFTER OF THE NEW SITE AND WHY. NICK AND JASON PRESENT TOGETHER TBD

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