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Developing a marketing roadmap

Author's avatar By Susanne Colwyn 17 May, 2013
Essential Essential topic

Insight from Connect2013 – the marketing roadmap and exploiting data in the right way for your business

Update 29 May 2013: Presentations now available: Volker Wiewer's and Herman Wimmer from Terradata 

In previous years, Dave Chaffey has spoken at the eCircle conferences, but this year was different since eCircle is now part of  Teradata .teradatalogo

In 2012 they acquired Ecircle and Aprimo of which Ecircle’s core business is email marketing solutions and Aprimo, Market Leader in cloud base integrated marketing solutions.

I attended to take a look at some of the latest approaches on ECRM/Marketing Automation/Email Marketing/Big Data and we will share some of the most useful Slideshares when they're available.

In the keynote, the VP of Teradata Ecircle Volker Wiewer along with International President Herman Wimmer gave their view on Integrated marketing in 2013 and highlighted the ongoing challenge of:

‘Choosing the right channel, communicating with the client that there is not an off-the-shelf solution and providing the right solution to meet the goals of the company'.

They shared many strategies, case studies and insight from clients which showed approaches to overcoming this - we have some examples below.

Creating a marketing roadmap

During their presentation, they shared their marketing roadmap and outlined 4 rules to success:

  • 1. Diversity rules
  • 2. Deliver channel with creativity
  • 3, Test, learn, and stop fast
  • 4. Get the right partner (inside and out)

If you'd like more information on developing a ‘Marketing roadmap’ we have developed this for Expert members - our system is available in our Marketing Strategy Toolkit.


Homing on on 'creativity, they showed Netflix as a great case study. Started in 1997 providing video rentals and through analysing customer behaviour and video engagement, they unwrapped demand for streamed content and shifted their core business. Then in 2013, released their own exclusive series 'House of Cards'.

Another case study, was Aviva who used ' customer data' in an app to reward motorists:


The app monitors driving patterns and speed which the consumer opts in to, and in  return they could be be rewarded with a 20% discount.

They also shared their views on evolving roles and strategies from 2013 and beyond:

  • Marketing roles are changing as they are accountable for revenue; P&L responsibility and revenue generation. Also that Marketers are becoming Data Scientists.
  • ‘Connected consumer’ is more demanding for clients now, and there are more data touchpoints to manage the brand and sell products. This creates opportunities if managed well and there are great tools to support this.
  • Measuring and analysing data-  we can plan and budget our workflow through integrating 1. Digital asset management 2. Communication management and 3. Digital message execution.
  • ‘Big data’ provides many opportunities  (new data sources, structures, insights and analytical capaibilties) and they reinforced the need to ‘optimise the business model as change impacts business and talked about ‘ sensoreconony'. Herman Winner also reinforced that 'technology is not the solution to our problems, its more and around data and  embracing it and ' Big Data brings online analytics to the off-line analytics world!'.
  • Success is around experimenting with channels and learning and acting
Author's avatar

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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