{"id":3888,"date":"2022-01-18T08:00:17","date_gmt":"2022-01-18T07:00:17","guid":{"rendered":"https:\/\/news.sap.com\/denmark\/?p=3888"},"modified":"2024-08-01T17:58:01","modified_gmt":"2024-08-01T15:58:01","slug":"data-toget-koerer-og-cmoen-skal-foere-an","status":"publish","type":"post","link":"https:\/\/news.sap.com\/denmark\/2022\/01\/data-toget-koerer-og-cmoen-skal-foere-an\/","title":{"rendered":"Data-toget k\u00f8rer, og CMO\u2019en skal f\u00f8re an"},"content":{"rendered":"

En strategisk CMO skal v\u00e6re bannerf\u00f8rer for virksomhedens integration af data. B\u00e5de samlingen af kundedata og forbindelsen af data helt ind i kerneforretningen. Sig farvel til KPI\u2019en for den enkelte kampagne, som jo blot er en lille fisk i havet.<\/p>\n

Vi har stadig et langt stykke vej at g\u00e5 i forhold til data ude i virksomhedernes marketingfunktioner.<\/p>\n

Opgaven er at opbygge en infrastruktur for data \u2013 ikke kun kundedata. Vi skal med andre ord have langt h\u00f8jere ambitioner som CMO\u2019s end at underst\u00f8tte en enkelt kampagne med lidt h\u00e5ndholdt excel-b\u00e5ret data.<\/p>\n

\u201dGiv en mand en fisk, og han er m\u00e6t i dag. L\u00e6r ham at fiske, og han er ogs\u00e5 m\u00e6t i morgen.\u201d<\/p>\n

Hvis dette gamle kinesiske ordsprog skal omskrives til den skinbarlige virkelighed i marketingledelse anno 2022, handler det om at l\u00f8fte blikket fra den enkelte kampagne og rette det mod virksomhedens samlede forvaltning af viden om kundens oplevelser, adf\u00e6rd og udmeldinger. Jeg taler om kundedata i bredeste forstand, og det omfatter service, after sales, klager, \u00f8konomi osv.<\/p>\n

Infrastrukturen for data er 1.000 gange mere v\u00e6rd end en kampagne, som blot er en enkelt fisk i havet! Og integrationen stopper jo ikke med salg og marketing.<\/p>\n

Toget k\u00f8rer. Er CMO\u2019en med?<\/strong><\/h2>\n

De bedste virksomheder er selvf\u00f8lgelig i fuld gang. De samler data i \u00e9n model (alts\u00e5 \u00e9n samlet dataarkitektur for hele virksomheden), og de opn\u00e5r \u00e9n version af sandheden og en lav omkostning, n\u00e5r de kommunikerer online og offline med kunderne.<\/p>\n

En virksomhed som Pandora fort\u00e6ller om en fler\u00e5rig rejse, hvor de udvikler teknologi, kultur og kompetence, s\u00e5 man b\u00e5de f\u00e5r effekten af samlede kundedata og innovationskraften til at udnytte dem. Og andre bliver i stand til at lave automatiseret, personlig og individ-orienteret markedsf\u00f8ring, fordi datagrundlaget er samlet og struktureret.<\/p>\n

Men det er ikke CMO\u2019en, der er lokomotivf\u00f8rer p\u00e5 dette tog, som allerede er i h\u00f8j fart. Integrationen drives af topledere, forretningsudviklere eller CIO\u2019s med \u00f8nsket om digital transformation. Hvor bliver CMO\u2019en af som igangs\u00e6tter, tovholder og faneb\u00e6rer for den effektive, data-underst\u00f8ttede kundeorientering?<\/p>\n

Ford og Google<\/strong><\/h2>\n

Vi ved det godt alle sammen. P\u00e5 klich\u00e9-niveau har vi vel alle rendt rundt og sagt \u201ddata er den nye olie\u201d. Men hvis man g\u00f8r sig den ulejlighed at genbes\u00f8ge Shoshana Zuboffs klassiker \u201dOverv\u00e5gningskapitalismens tidsalder\u201d, f\u00e5r man ogs\u00e5 en udf\u00f8rlig, teoretisk og tankev\u00e6kkende argumentation for et fundamentalt paradigmeskifte.<\/p>\n

Hun sammenligner Fords betydning for industrikapitalisme med Googles betydning for overv\u00e5gningskapitalisme.<\/p>\n

Hendes hvasse kritik af tech-giganterne afsl\u00f8rer den v\u00e6rdi, der skabes gennem data om adf\u00e6rd. V\u00e6rdiskabelsen er indiskutabel. Fordelingen af v\u00e6rdien er en helt anden historie, som en moderne virksomhed m\u00e5 tage h\u00f8jde for. Vi skal dele denne merv\u00e6rdi med kunderne!<\/p>\n

Ny \u00e6ra uden siloopdelte data<\/strong><\/h2>\n

I langt de fleste virksomheder b\u00e6rer it-systemerne pr\u00e6g af historien. De er vokset ud af \u00f8nsket om at l\u00f8se opgaverne lidt smartere, hurtigere og automatisk i den eksisterende organisation. Lagerstyringen, produktionen, distributionen, HR osv.<\/p>\n

Hver afdeling sin automatisering, og tillykke til marketing og salg med det nye fine CRM-system (som nu er mindst fem \u00e5r gammelt). OK, det er m\u00e5ske siden blevet suppleret med lidt flere digitale marketingv\u00e6rkt\u00f8jer, m\u00e5linger og automation.<\/p>\n

Nu er vi er bare i en anden tidsalder, hvor det digitale krav fra markedet slet ikke bliver honoreret med siloopdelt h\u00e5ndtering af data. Silo-problemstillingen betyder nemlig, at man m\u00e5 sammenstykke data manuelt, og det bliver langsomt, fejlbeh\u00e6ftet og slet ikke vidtg\u00e5ende nok. I hvert fald hvis ambitionen er at v\u00e6re \u00e6gte kundeorienteret helt ind i marven af forretningen.<\/p>\n

N\u00e5r jeg taler med danske og nordiske virksomheder, ser jeg, at de selvf\u00f8lgelig gerne vil lave gode og m\u00e5lrettede kampagner. Men de g\u00f8r det \u00e9n fisk ad gangen. Oftest ad hoc og med manuelle processer, hvor Excel er et hyppigt brugt v\u00e6rkt\u00f8j.<\/p>\n

Problemerne er disse:<\/p>\n

    \n
  • Tungt og langsommeligt arbejde med data<\/li>\n
  • Udfordringer med at skabe samtykke p\u00e5 tv\u00e6rs af virksomhedens forskellige funktioner<\/li>\n
  • N\u00e6sten umuligt at replikere fra \u00e9n kampagne til den n\u00e6ste<\/li>\n<\/ul>\n

    Vi i marketing fanger jo rent faktisk fisk med de tools og processer, vi har.<\/p>\n

    Men perspektivet er oftest afdelingsspecifikt, og hvordan IT, service og de andre afdelinger arbejder med samtykke indg\u00e5r ikke i ligningen. Visionen er selvf\u00f8lgelig at t\u00e6nke det samlet og struktureret, men mange virksomheder l\u00e6rer ikke at fiske, fordi hver afdeling stiller sig tilfreds med \u201dsamtykke snack\u201d hos den n\u00e6rmeste data pusher.<\/p>\n

    L\u00e6g data p\u00e5 \u00e9n platform<\/strong><\/h2>\n

    Det langsigtede svar p\u00e5 problemet er ikke desto mindre, at alle kundedata skal ligge p\u00e5 deres egen (cloud-baserede) platform og v\u00e6re klar til mange slags brug (en fiskestang).<\/p>\n

    Mindst todelt: En basisdel med identitet og samtykke skal v\u00e6re struktureret, s\u00e5 vi har styr p\u00e5 kundens samtykke og disse generiske kundedata skal udvikles, opdateres og raffineres. Kampagnerespons, adf\u00e6rd og f\u00f8lsomhed i givne kontekster ligger i en anden del, s\u00e5 de er klar til kampagnebyggeri (forskellige fisk).<\/p>\n

    Kundedata er ikke kun relevante for salg og marketing. Hvad med produktudviklingen? Distributionen? Partnerne? V\u00e6rdien er klar, og det ved kunderne ogs\u00e5 godt. De vil bel\u00f8nne virksomheder, som bruger data fornuftigt til at skabe kundefordele, og de vil bel\u00f8nne virksomheder, som er transparente om at dele gevinsten (merv\u00e6rdien skal synligg\u00f8res og demokratiseres, hvis Margrethe Vestager og Shoshana Zuboff skal nikke anerkendende p\u00e5 vejen ind i den nye \u00e6ra).<\/p>\n

    Derfor s\u00e6tter den strategiske CMO sig for bordenden og driver agendaen med den langsigtede v\u00e6rdi af hele virksomhedens brug af kundedata. Eller hvisker sin CEO nogle klare budskaber i \u00f8ret. Drop det kortsigtede, og drop territorie-tisseriet. S\u00e6t h\u00f8jere m\u00e5l end ROMI p\u00e5 n\u00e6ste fladfisk.<\/p>\n

    Det handler om at samle kundedata p\u00e5 en intelligent m\u00e5de og dermed skabe en langsigtet infrastruktur for en forretningskritisk og altafg\u00f8rende ressource. Og hold et v\u00e5gent \u00f8je med integration med alle \u00f8vrige data i virksomheden p\u00e5 vej mod nye forretningsmodeller og produkter, for s\u00e5 er der\u00a0new fish to fry.<\/em><\/p>\n

    Af Henrik Bak, Senior Solutions Sales Executive, SAP Customer Experience
    \n\"\"
    \n<\/em><\/strong><\/p>\n

    Dette debatindl\u00e6g blev oprindeligt publiseret i Markedsf\u00f8ring den 4. januar 2022.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    En strategisk CMO skal v\u00e6re bannerf\u00f8rer for virksomhedens integration af data. B\u00e5de samlingen af kundedata og forbindelsen af data helt ind i kerneforretningen. Sig farvel…<\/p>\n","protected":false},"author":3633,"featured_media":3892,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5566089,4520855,4579962],"tags":[5565633,5565631,5562139,5565470,5565632,4645592],"sapn-display":[5566077,5566075,45149,4579516,60294],"sapn-type":[5563396],"class_list":["post-3888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cloud","category-forretningslosninger","category-virksomhedsinformation","tag-cloud-platform","tag-cmo","tag-cx","tag-henrik-bak","tag-kundedata","tag-sap-customer-experience","sapn-display-artikel-hero","sapn-display-artikel-spotlight","sapn-display-homepage-hero","sapn-display-top-stories","sapn-display-hero","sapn-type-artikel"],"yoast_head":"\nData-toget k\u00f8rer, og CMO\u2019en skal f\u00f8re an - SAP Danmark Nyheder<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/denmark\/2022\/01\/data-toget-koerer-og-cmoen-skal-foere-an\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data-toget k\u00f8rer, og CMO\u2019en skal f\u00f8re an\" \/>\n<meta property=\"og:description\" content=\"En strategisk CMO skal v\u00e6re bannerf\u00f8rer for virksomhedens integration af data. 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