简洁商务模板之市场自我调整功能商务解析reflecting on marketing accountability.pptVIP

5 minutes 5 minutes ACNielsen, EY, 2005 Which is the failure rate of US Consumer Products? 95% Which % of CEO’s believe their brand provides superior customer experience 80% Bain Company Which % of their customers actually agree? 8% Bain Company Which % of Germans are irritated by TV advertising GfK Marktforschung 78% 88% PVR users adskip FUTURELAB Accountability to the Customer A Forensic Investigation FUTURELAB THE VICTIM Accountability to the Business THE CRIME SCENE Accountability to the Customer THE VICTIM’S WORLD Accountability to the World A Forensic Investigation CASE: 25% of all bottled water in the world crosses national borders. FUTURELAB Fiji – New York : 13,000 km by boat truck 50% of wholesale cost = transportation 1 million bottles/day = own electricity generation in “pristine” Fiji 50% inhabitants do not have reliable drinking water Glass bottle = 5x weight of plastic bottles (transport energy) 2 liters of water to wash/rinse 1 liter bottle before filling Truck in CO2 from volcanic springwater in Tuscany Accountability to the World: Environment A Forensic Investigation /watch?v=grH1gK1TpW0 (30 second edit) /watch?v=9uUqPj7FLBE (45 second edit) Abroad At home FUTURELAB Accountability to the World: People A Forensic Investigation FUTURELAB In Your Communication: Neutrality Accountability to the World: People A Forensic Investigation Do you really believe in what you do? Or do you wear a mask? FUTURELAB Accountability to the World: The Self A Forensic Investigation SUICIDE Who Killed Marketing? FUTURELAB Image: /art/CSI-SpringfieldHow can you avoid it happening to you? FUTURELAB /watch?v=9MaKHxsGZ-Amode=relatedsearch= Tom Knows FUTURELAB Be Accountable to the business, the customer, the world “Drive” or prepare to “Be Driven” FUTURELAB MEASURE PREDICT BUDGET ALLOCATION Case: German insurance company Case: Indian Tea company, Greek Telco. Demonstrate Financial ROI FUTURELAB Accountability to the Business Make Implementation Happen Ali