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

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. Welcome.

3. Nick Panayi
Director of Global Brand and Digital Marketing at CSC

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. 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. Jason Siegel
Creative Director at Bluetext

7. We are a full service provider of
branding, digital marketing and
communications

8. Bluetext Clients

9. We lovechallenges

10. The technology markets
evolved so CSC evolved.

11. Collaborating we
defined an approach
to react to the
changing market.

12. TwoKEYingredients

13. BRAND.

14. AND.

15. CUSTOMER
JOURNEYS.

16. BRAND.

17. Lets start by debunking some
myths

18. FirstA brand is not a logo.

20. SecondA brand is not an identity.

22. FinallyA brand is not a product or a service.

24. So what exactly
is a [ brand ]

26. 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.

27. In other words….

28. It’s not what you
say it is

29. It’s what THEY
say it is

30. We asked CSC what do you
want your customers to say
And how can we visualize this on their
customer journey.

31. It started with discovery

32. What does
look like?
THE CURRENT
JOURNEY

33. “A journey is like a marriage.
The certain way to be wrong is
to think you control it.”
- John Steinbeck

43. It needs ENERGY

44. It needs to be DIFFERENTIATED

45. It needs to be applicable
to all of your personas & targets

46. A Fresh Approach

47. Uniq E
to the persona

48. Global Extensibility

49. Personalized Thought Leadership
By Solution
By Industry By Alliance Partner

50. So what does the
touchdown look like?

51. Memorable Creative

52. Demo the experience

53. Wired Creative

54. Key Platforms

55. Great Results

56. 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

57. CSC.COM
• SHOW THE BEFORE AND AFTER OF THE NEW
SITE AND WHY. NICK AND JASON PRESENT
TOGETHER TBD