EVOLVE'16 | Keynote | Stephen Jenvey | Digital Decoupling and Marketing Transformation

EVOLVE'16 | Keynote | Stephen Jenvey | Digital Decoupling and Marketing Transformation

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  #evolverocks Digital Decoupling and MarketingTransformation STEPHEN JENVEY – VICE PRESIDENT, ARCHITECTURE AND STRATEGY CAPITAL GROUP August 31, 2016
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  #evolverocks WHERE WE STARTED:DIGITAL CHAOS…
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  #evolverocks JOURNEY OVER PAST24 MONTHS Digital platform now enabling multi-channel experiences
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  #evolverocks 4 JOURNEY OVERPAST 24 MONTHS Expanding into the digital ecosystem
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  5Digital For internaluse only. DIGITAL DECOUPLING
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  #evolverocks 6 DIGITAL DECOUPLING Corecapabilities flow information into end customer experiences Data Disclosure Content Standardized Templates, Components and Views Print Digital Tailored Customer Experiences
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  #evolverocks 7 • Assets •Content • Templates and Components • Analytics • A/B Testing • Leverage external expertise and cloud solutions to help scale knowledge and create forward looking solutions KEY STEPS TO DECOUPLING Implemented and integrated standard platform of Digital Capabilities
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  #evolverocks 8 KEY STEPSTO DECOUPLING Defined, structured and standardized our key content assets Content Marketing Investment Data Disclosure Core content sets (output agnostic) Article Graphic A/V Quote Talent Event
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  #evolverocks 9 KEY STEPSTO DECOUPLING Designed and developed standards and built a UX Toolkit Standardized Digital Style Guide Responsive Template System Reusable Content and Functionality
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  #evolverocks R1 Moved site for Investors (noredesign) R2 New Service Center for Advisors R3 New Corporate site • Capgroup.com • New branding R4 New site for Intermediaries • Advisers & research analysts • Investment/fund data • Disclosure management R7 Remaining features, such as increased personalization R5 New Investor experience 2013…2014 2015 10 KEY STEPS TO DECOUPLING Redesigned all major “owned” customer experiences R6 New site for • Institutional clients • Consultants R8 New site for Private Markets/ Private Client
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  #evolverocks 11 KEY STEPSTO DECOUPLING Enabled advertising and campaign building toolkit • Flexible, customizable templates and components • End-to-end tracking
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  #evolverocks 12 KEY STEPSTO DECOUPLING Leverage Cloud Services and external expertise
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  #evolverocks 13 KEY STEPSTO DECOUPLING Reorganized to create an Integrated Marketing function Integrated Marketing Marketing Marketing Communications Digital Shared Digital Technology Platform
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  #evolverocks 14 • Operatingin a multi-channel world • Customer experience is the new “Campaign” • Content marketing roles and responsibilities • Best ways to leverage agencies at scale • Tech and operations savvy • “Integrated” information and personalization • Creating flexibility and empowering creativity with governance • Moving from a centralized to a distributed systems model TRANSFORMATION KEY CHALLENGES
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  #evolverocks THANK YOU!