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Marketing as a Service ¿Todos tan contentos?

Accenture Interactive se está empeñando en el Marketing as a Service. Más info aquí. El cielo se “nubla” cada vez más. Esta semana teníamos noticias de que IMS Health trasladaba su SaaS a Amazon Web Services, desde donde promete gestionar toda la actividad de mercado del sector salud.

Accenture Interactive acaba de publicar una interesante oportunidad en España para un Senior Marketing as a Service Strategist – Senior Manager. La republicamos porque ilustra bien lo ambicioso de su oferta de MaaS, que afecta a departamentos de marketing, IT y agencias y a todo el rango de actividades del marketing más de moda, con un aviso de externalización y reducción de costes para todos ellos, y para nosotros con unas cuantas preguntas para el futuro que se avecina. 

Si los clientes no son de empresa, son de todas las empresas, y los datos que generan, el big data, también y están en la red:

¿Para qué un esfuerzo de análisis de mercado y cliente por empresa, que siempre será small si el big y el análisis y la infraestructura y el mantenimiento te lo ofrece una plataforma?

¿Una infraestructura para campañas de marketing cuando puedes personalizar la información comercial digital uno a uno?

¿Para qué mantener una costosa e inmanejable fuerza de ventas y un departamento de atención al cliente para arreglar lo que otros desarreglan si puedes meter todas las interacciones con el cliente en una pantalla y que te las gestione una máquina?

¿Para qué gastar en contenidos basura humanos con coste de la calidad creciente cuando una máquina te los puede hacer más feos pero más ajustados al consumidor?

¿Se podrá por fin meter en vereda a un staff, el de marketing, que ‘hay que tener’ pero históricamente pecador, después de RH el que más ha tomado el nombre de Dios (ROI) en vano?

Leeros el anuncio por si podéis barruntar estas preguntas; puede que nosotros lo hayamos leído un poco deprisa. 

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Accenture Digital offers a comprehensive portfolio of business and technology services across digital marketing, mobility and analytics to help our clients unleash the power of digital to drive growth and create new sources of value. No other company offers the same blend of insight, assets and industry expertise to help companies become digital businesses.

Accenture Interactive, part of Accenture Digital, helps CMOs and marketing organizations drive superior performance through relevance at scale. We offer a comprehensive suite of analytics, consulting and technology to drive up marketing performance, drive down the cost per interaction and create relevant consumer experiences on a massive scale. Specifically we…

  • Help companies better understand consumers and how to connect with them across markets and channels, using data and analytics
  • Design and deliver highly relevant experiences for consumers in real time, using the latest technologies to increase awareness, engagement, sales and profits.
  • Optimize marketing processes and integrate across the enterprise in order to maximize the opportunities of data, analytics and marketing outcomes.
  • We build, deploy, maintain and scale marketing solutions that reduce complexity and cost
  • Partner and team with technology solution providers and marketing agencies to deliver the best solution meeting the needs of our clients
  • Offer our clients end to end solutions and services in Customer Data Management and Analytics, Customer Experience Management, Content Services, Digital Analytics, eCommerce, Marketing and Media Optimization, Marketing Operations, Marketing Strategy, Marketing Technology Services, Marketing Transformation and Merchandising Analytics and Optimization.

Our goal with MaaS (Marketing as a Service) is to help the CMO drive more effective marketing by using a combination of outsourced and in sourced experienced resources, advanced technology and improved work flow processes to drive out costs and increase return on investment.  Our goals are to help the CMO drive customer engagement, increase revenue/profitability, enable scalable technology, develop global organizational models and operations, and support product and service innovation.

The opportunity for you

  • Developing digital marketing outsourcing strategies high-level solutions for our clients including defining the opportunity, creating the business case and developing the requirements to implement the strategy.
  • Gathering and analyzing information from our clients to determine the most valuable opportunities to improve marketing performance and redesigning marketing operations to deliver this.
  • Working with our global delivery centre teams to develop outsourced solutions with technology, processes and our clients’ agencies to make recommendations on how to  transform or improve marketing operations and performance
  • Leading teams through all phases of a project lifecycle including developing RFPs, proposals, contracting, planning, discovery, workshops, experiments, blueprints, go live etc.
  • Helping a client understand and utilize new organizational models to serve their digital needs across the enterprise.
  • Consult internally and externally on digital marketing outsourcing and developing digital marketing outsourcing opportunities.
  • Working with Marketing Operations leadership to build up the digital marketing outsourcing practice
  • Working with other Accenture colleagues in data, analytics, media, technology, processes and our clients’ agencies to transform or improve our clients’ end-to-end marketing operations and performance
  • Building our practice by contributing ideas to help us build new product offerings. Creation of thought-leadership in the form of written PoV’s (point of views) and speaking engagements.

Última actualización 20/11/2014 17:01 h

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