Case study: Using data as a weapon in Lenovo – the empowerment of marketers using analytics

CMO - Asia Pacific, Lenovo
16 May 2017
14:30
DOLTONE HOUSE JONES BAY WHARF, SYDNEY

Case study: Using data as a weapon in Lenovo – the empowerment of marketers using analytics

“On average 70% of data within companies goes unused” – Forrester Research, Lenovo and SAP

  • ‘The truth is in the data’ →empowering Marketers with Data and gaining internal approval from managers and budget from controllers
  • Using data-driven decision making for delivering growth, productivity and profitability
  • Identifying and targeting decision-makers → complexity in decision-making and the importance of acquisition vs retention
  • Using a data-led approach across the APAC region, from multi-touch customer acquisition to re-directing budget to new marketing pillars & enhancing traditional marketing ROI
  • Creating relationships using social selling and the power of people buying from people
  • Analytics for proving the results of marketing investments, attribution of revenue and profitability over the customer lifecycle