For the full Customer-Centric Transformation report, head here: http://bit.ly/2cRpfSP Adopting a customer-centric business strategy requires a carefully planned and executed organizational transformation. That kind of change alone is difficult enough without the added pressure of unfounded fears and flawed assumptions. A 2016 Merkle study, in partnership with Adobe, revealed several truths that run counter to commonly held beliefs about what is required to successfully implement people-based marketing across the enterprise. Our research findings, combined with more than 25 years of experience helping clients place their customers at the center of their business strategy, will help you build the case for change by providing you with key data points to support your initiative. Our new report dispels some of the common myths about transformation – misconceptions that can lead marketers down the wrong path by instilling either excess confidence or unnecessary fear.

1. 1 © 2016 Merkle. All Rights Reserved. Confidential
PLACE IMAGE
HERE
LEADING A CUSTOMER-CENTRIC EVOLUTION

2. Truths (and Misconceptions) of
Transformation

3. Merkle & Adobe’s Research on Transformation
250 senior level
executives in the US
Have
recently completed
a broad scale
marketing/technology
transformation
initiative
Company revenue
$1 billion or more
Spans industries as
well as B2B & B2C
Who were the respondents?
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

4. Business impact is… Incremental Substantial
Strategy is… Improving what’s in place Challenging what’s in place
Tactics are… Defined upfront Refined as you go
Approach is… One and done Iterative
O P T I M I Z AT I O N T R A N S F O R M AT I O N
Optimization vs Transformation
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

5. of transformation
initiatives fail70%
#30Percenters
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

6. Plan
Build
Sustain
Fail to Initiate
Plan never proceeded to
development
Fail to Adopt
Is not embraced by
organization, and abandoned
Fail to Launch
Enhancements never launch or
significantly under deliver against
expectations
Risks at Each Stage of the Transformation Process
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

7. Transformation Success Requires…
Planning
Detailed plan and
formal PMO to
oversee work
streams and track
against milestones
Vision
Precise and shared
understanding of
business objective
and desired end
state
Organization
Processes, team in
place and ready to
support and
sustain change.
Team Skills
Team with the
right skill set and
allocated at an
adequate level
Sponsorship
Engagement,
commitment and
financial support of
senior executive to
the initiative
41% 42%
39%
43% 43%
24% 23%
16%
20%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Vision Sponsorship Management Execution Operations
Key Competencies for Transformation
Initiative a Success Initiative Not a Success
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

8. “We don't need to waste time (and money)
on planning, we know what we want to do.”

9. Getting Planning Right is Critical to Project Success
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

10. Planning: Vision Value Roadmap as the Foundation
Customer Journey Mapping Results
Roadmap
Value
Vision
Roadmap
Value
Vision
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

11. Planning: Vision Value Roadmap as the Foundation
Roadmap
Value
Vision
Roadmap
Value
Vision
Benefit analysis, at actual realization
VALUE LEVERS (AT ACTUAL REALIZATION) 2014 2015 2016 2017 2018 2019 Total
FULFILLMENT(new accounts)
BENEFIT
IMPACT
85% $xx,036 $xx0,994 $3,598,034 $6,360,712 $7,982,265 $8,735,309 $xx,670,349
FULFILLMENT(existing accounts) 85% $13,620 $327,164 $xx07,419 $xx19,224 $xx43,134 $xx01,920 $9,412,480
CROSS-SELL (accounts) 74% $16,856 $xx0,975 $4,002,647 $6,183,391 $8,648,510 $8,933,262 $28,045,640
MIGRATEDCALLS (volume) 55% $4,560 $50,766 $134,155 $xx7,894 $221,911 $xx2,845 $852,132
ATTRITION IMPROVEMENT(existing HH) 74% $xx,274 $xx5,794 $xx46,999 $5,043,113 $xx23,857 $7,048,532 $xx,517,569
NEW CUSTOMERS (accounts) 86% $16,142 $469,572 $1,758,113 $xx08,044 $3,900,386 $xx68,347 $13,520,605
ATTRITION IMPROVEMENT(new accounts) 86% $xx,168 $xx3,040 $xx32,234 $4,653,342 $5,839,632 $6,390,540 $xx,242,956
$xx7,657 $xx08,304 $xx,679,600 $xx,665,721 $xx,159,694 $xx,620,756 $xx2,261,731
VALUE DRIVERS (AT ACTUAL REALIZATION) 2014 2015 2016 2017 2018 2019 Total
NEW CUSTOMER (ACQUISITION + ATTRITION + FULFILLMENT) $xx,347 $2,133,605 $7,988,381 $14,122,098 $xx,722,283 $xx,394,197 $xx,433,911
EXISTING CUSTOMER (CROSS-SELL + FULFILLMENT) $30,476 $xx8,139 $5,210,065 $xx02,615 $11,391,643 $11,935,182 $37,458,120
EXISTING CUSTOMER (ATTRITION) $xx,274 $235,794 $3,346,999 $5,043,113 $xx23,857 $xx48,532 $xx,517,569
CONTACT CENTER COST SAVINGS $4,560 $xx,766 $134,155 $xx7,894 $221,911 $242,845 $852,132
$xx7,657 $xx08,304 $xx,679,600 $xx,665,721 $xx,159,694 $xx,620,756 $xx2,261,731
TIMING IMPACT Weights
NON-FMP COSTS -> 6% 50% 71% 92% 100% 110% 40%
FMP -> 0% 10% 65% 100% 110% 120% 60%
NET -> 2% 26% 67% 97% 106% 116%
CROSS-SELL -> 1% 7% 75% 95% 112% 116%
BENEFITS 2014 2015 2016 2017 2018 2019 Total
FULFILLMENT(NEW + EXISTING)
BENEFIT
IMPACT
85% $xx,656 $xx88,157 $xx05,452 $8,479,936 $xx,725,399 $xx,737,229 $37,082,829
NEW CUSTOMER (ACQUISITION + ATTRITION) 86% $40,311 $1,172,611 $4,390,347 $xx61,387 $9,740,018 $10,658,888 $xx,763,561
EXISTING CUSTOMER (CROSS-SELL + ATTRITION) 74% $xx,130 $xx6,769 $xx49,646 $11,226,504 $xx,472,366 $xx,981,794 $50,563,209
CONTACT CENTER COST SAVINGS 55% $4,560 $50,766 $134,155 $xx7,894 $221,911 $242,845 $xx2,132
$xx7,657 $xx08,304 $xx,679,600 $xx,665,721 $xx,159,694 $xx,620,756 $xx,261,731
Recommendations - Mapping of recommendations based on effort and business impact
10
9
8
7
6
5
4
3
2
1
10987654321
LevelofImpact
Level of Effort
Quick Wins
Longer Term
The recommendations are plotted according to the prioritization exercise to determine potential quick win candidates
ab
c
d
e
f g
h
i
jk
a
b
c
d
e
a b
c
a
b
c
d
a
b
c
Ensure Data ConsistencyEstablish Data
Governance
Guidelines
Define Customer
Profile
Improve
Data Capture
& Integration
Centralized
Marketing
System
Determine DMP
Technology
Integrate
Digital Data
into DMP
Syndicate Data
From DMP Across
Digital Media
Consistent
Consumer Profile
Integrate Digital Data into
Event Stream
Increase Use of
3rd Party Data
Analytics &
Insights
Environment
Cross Media
Measurement
System
Media Scenario
Planning
Data
Visualization &
Reporting
Co-Marketing
Environments
Improve Visibility Over Current
Decision Management
Expand Rule Based Decisions
Across Channels & Media
Content
Management
Tool
Personalization
Across Media
Utilize
Addressable
Platforms
Expand Use of
Display Media
Site
Personalization
Change Content
Approval Process
Technology
Consistency
Across Brands
Centralized
Marketing
Technology
Ownership
25
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

12. Planning: Vision Value Roadmap as the Foundation
Roadmap
Value
Vision
Roadmap
Value
Vision
Recommendations - Future state conceptual technology blueprint (Example 1)
© 2014 Merkle. All Rights Reserved. Confidential and Proprietary. 10
Fifth Third – Hadoop Sources
Media Execution (Experiential/Advertising)
Channel Execution (Commerce/Service/Sales)
Identity Management
Decision Platform
Data Management Platform (DMP)
Foundational Marketing Platform
· Full view of customer including longitudinal event
stream and digital persona (anonymous/semi-
anonymous) linked to a known individual
· Supports full lifecycle of an individual (Prospect &
Customer)
· Inclusive of all relevant and granular sales and
marketing data
· Single, conformed tool agnostic dimensional data
model
· Dimensions, Facts, and Aggregates supporting
key subject areas
· Central rationalization of permission, preferences,
and suppressions
· Marketing metadata and cost
· Supports Business Intelligence and Campaign
Management
Marketing Database
Core Marketing
Digital
Analytics Management Platform
Application
Integration
360 Known 360 Unknown Segment Profile
Decision Engine
(PEGA PRPC)
Personalization Engine
Web Services &
API’s
DSP
Syndication
Meassaging
Trigger
Forecasting/Simulation
· Media Mix Optimizaiton
· Scenario Planning
Response Attribution
· Advanced Attribution
Methods
· Attribution Engine
Advanced Analytics
· Analytic Models &
Segmentation
· Automated Scoring
Framework & Metadata
Analytics
Response
Attribution
Media Mix
Business Intelligence
· Reporting
· Visualization
· Dashboards
Real-time Data Management
· Enables 360 customer profile to organization
· Relevant Atomic level customer and marketing
data
· Synchronized with subset of Marketing Database
to ensure accuracy of matching/keys
· Informs Decisioning in real-time
· Captures real-time transactions, behavior, and
interaction details required for triggered
communications
Audience Management
· Data Exchange
Integration
· Audience Syndication
DemandSlidePlatformPlatformAudiencesContentManagementDigitalAssetManagementDigitalAnalytics
Event Managment
· Identity Resolution and XREF
Management
· Event Stream Parsing and
Rationalization
Digital Data Integration (DDI)
· Cookie/Session/Pixel Linking and
Aggregation
· Anonymous/Known and On-line/Off-
line Linking
Insight/Action
Data
Data to Drive Decisions
and Capture
Insight
Audience
Profile
Identity
Audience
Real-time
Response / Disposition Data
Audiences
Tags
Data
Profile
Decisions
Identity
Data
Data
Data
Scoring History
Metadata
Insights
Data
Prospect
Event Stream
Score
Data
Scores
Data
Profile
Events
Data
Real-time
Real-time
Real-time
Batch / Real-time
Batch
Batch
Batch
Batch
Real-time
Real-time
Campaigns
Leads
Real-Time/Batch
Preference
Management
Real-time CDI
Profile/Offer
Lookup
Tag Management
DSP
Mobile
Social
Web
Near-time&IncrementalBatchProcessing
Operational
Inquiries, Referrals, and
Transactions
Products, Accounts,
Customers, and Services
Quotes and Applications
Campaigns
Web and Mobile
Direct Mail and Email
Call Center, Branch, and
ATM
Digital
Email Activity and
Dispositions
Search and Display
Responses/Impressions
Social Profile and Activity
Web and Mobile Profile
and Activity
Lists & Overlays
Prospect Files & Vertical
Lists
Data Overlays & Appends
Suppressions, Segments,
and Scores
Other
Market/Consumer
Research
Mass Media Buy Activity
Econometric Data
Consumer
Checking
Savings
CDs
IRAs
Money Market
Wealth
Management
Investment
Services
Credit Cards
Mortgages
Auto Loan
Home Equity
Loan
Student Load
Personal
Installment
Load
Personal
Lines of
Credit
Protection
Services
Life
Insurance
Home
Insurance
Auto
Insurance
Credit Risk
Management
Institutional
Services
On-line
Banking
On-line Bill
Pay
Direct
Deposit
Check Card Rewards
Mobile
Banking
Premium
Banking
ECIF
EDW
UDS
ACAP
TSYS
BCRD
FSER
ALS
Zoot
FNA
IB
SBA
TDEP
GPR
AGL
ACE
Unica
Exact Target
Eloqua
ATG
CAMP
Chordiant
Phoenix (ATM)
Genesis (IVR)
Aspect Dialer
MGIC, Argus
S2S Acces DB
Dial America
Exact Target/Eloqua
Operational Email Systems
Seach Partners (Spark)
Display Partners (DART)
Landing Pages (Harte Hanks/IT)
Monetize and 53 Mobile (Mobile
Data Mart)
Preference Center (TBD)
Digital Analytics (TBD)
CoTweet (Social Activity)
Harte Hanks
Agus
Acxiom
IXI
Central Opt Out DB
DSG Customer Analytics
Preference Center (TBD)
Media Buying Partners
(Segment Level)
Internal Market Research
External Market Research
Integration Layer
Transformation
Data Quality
Normalization
(ODS Centric)
Dimensionalized
(Star Schema
Centric)
Business
Rules
Technical
Subject
Area
Loads
ETL-Real-time&BatchProcessing
Mobile Application
Optimize
· Personalization
· Targeted Offers
· Product/Service
Recommendations
· Remarketing
Collect
· Viewing history
· Contact History
· Site Activity
· Permission/Preference
Identify
· Latitude/
Longitude
· Device ID
· Email Address
· Customer ID
Inbound Call / Outbound
Optimize
· Preference History
· Purchase History
· Offer History
· Offer Management
· Call Routing
· Knowledge Bank
· Chat Response
Collect
· Contact History
· Call Center Activities
· Permission/Preference
· Offer Disposition
Identify
· 53 Account Number
· E-mail
· Name and Address
· Phone Number
53.com & Internet Banking
Optimize
· Personalization
· Targeted Offers
· Product / Service
Recommendations
· Remarketing
· Forum / FAQ
· Online Application
· eDocs with Deep
Linking
Collect
· Site Activity
· Landing Page Activity
· Content Impressions
· Permission/Preference
· eSignature
· Click to Chat / Call
· Issue / Support / Self
Service
· eDocuments
Identify
· Authenticated UID
· Session, Cookie, IP
Address
· Device ID
· Customer ID
· Email
· Name & Address
· Phone
Branch
Email – EXACT TARGET & ELOQUA
Optimize
· Personalization/
Landing Pages
· Targeted Offers Based
on Web Behavior
· Recommendations
Collect
· Sent
· Opens
· Clicks
· Forwards
· Spam/Opt Outs
Identify
· Phone
· Email Address
· Address
· STMS Account
Number
Display - SPARK
Optimize
· Retargeting
· Look-alike Models
· 3rd
Party Segments
· Direct Match List
Collect
· Ad Impressions
· Clicks
· Media Activities
· Profile
Identify
· Cookie
· IP Address
· Tracking Pixal
Social – Hearsey or Sprinklr
Optimize
· Retargeting
· Look-alike Models
· 3rd
Party Segments
· Direct Match List
Collect
· FB Parent-Child
Relationships
· Application Usage
· Ad Impressions
Identify
· User ID
· Email Address
· Zip Code
· Cookie
Search – SPARK & LEO BURNETT
Optimize
· Keyword Bidding by
Segment
· Creative Weights
· Remarketing
Collect
· Search Redirects
· Search Landing Page
Activity
· Key words
Identify
· Cookie
· IP Address
· Tracking Pixal
Direct Mail – HARTE HANKS
Optimize
· Personalization
· Targeted Offers
· Recommendations
Data Collection
· Contact History
Identity Attributes
· Name & Address
· Customer Number
ATM
Workflow
Unica Campaign
Email Service
Provider
Content/Asset
ManagementETL and Workflow
Management
· Data loading and
syncing
· Automation & Job
Control
· File Management
· Data Audit, Monitor &
Alert
Process Metadata &
Data Health
· Central identity store supports all
customer recognition
· Individual, ECIF Customer,
Household, Account Identity Map
and History
· On-line and Off-line
· Anonymous to Known
Recognition Database
Customer Data Integration (CDI)
· Parsing, Hygiene, Standardization
· Address Enrichment/NCOA
· 3rd
Party Match ID
· Digital Data Integration (DDI)
· Cookie/Session/Pixel Linking/
Aggregation
· Matching (Hard Key & Fuzzy Logic)
· Identity Resolution and XREF
Management
· Event Stream Management
· Channel and Media Event
Rationalization
CDI
Known
DDI
Anon.
DDI
Data
Exg.
Search
Insight/ Identity / Event Stream
Real-time
Responsition & Disposition Data
Insight
· Next best action
· Product
recommendation
· Available offers
· Profle/Demos
· Personalization
· Segment/Value
· Event Trigger
Data
· Cookie/IP, ECIF ID, Name/
Address, Device ID
· Events, Behavior, Session
· Disposition, Interests
Audience
Platforms
Hadoop Platform
Hadoop
 Pre-Processing – using big data capabilities as a “landing zone” before determining
what data should be moved to the data warehouse.
 Data Exploration – using big data capabilities to explore and discover new high value
data from massive amounts of raw data and free up the data warehouse for more
structured, deep analytics.
 Offloading – moving infrequently accessed data from data warehouses into
enterprise-grade Hadoop allows organizations the ability to store transaction-level data
for longer periods of time.
Digital Channel Event Stream
Real-Time / Batch
Optimize
· Preferences
· Purchase History
· Offer History
· Offer Management
Collect
· Contact History
· Call Center Activities
· Permission/Preference
· Offer Disposition
Identify
· 53 Account Number
· E-mail
· Name and Address
· Phone Number
Optimize
· Personalization
· Targeted Offers
· Product / Service
Recommendations
· Remarketing
Collect
· Visit
· Transaction
· Ad Impression
Identify
· 53 Account NumberKnowledge
Bank
Staging Exploration Event Streaming
Execution Systems
ACH
WIRE TX
CHECK IMAGE
AUTO BILL PAY
SUPERMICR
RAFT / TPP
Product Execution Systems
UDS
AFS
ALS
XAA
FINDUR
BANKTRADE
ACBS
NFS
TSYS
INFOLEASE
TRUST
FSER
GENERAL LEDGER
BUSINESS SOLUTIONS
CRM
CCAS
MDM
RAROC
FNA
CML PORTAL
IntegrationLayer
· Perform discrete transactions on
behalf of a customer (deposits,
funds, transfer, withdrawals)
· System of record for some
financial service or product-level
attributes
· Authoritative system of record for
client product or service and it’s
current state (balance)
· System of record for most product
or service specific or
characteristics (rate, term)
· Primarily internal-facing business
systems that create or derive
information about a customer or
transaction that has relevancy
elsewhere in the Organization
(RAROC Score, Service Tier, etc)
Fifth Third Sources & Extracts
Unica Detect
Upgrade
FileNet
Recommendations - Mapping of recommendations based on effort and business impact
10
9
8
7
6
5
4
3
2
1
10987654321
LevelofImpact
Level of Effort
Quick Wins
Longer Term
The recommendations are plotted according to the prioritization exercise to determine potential quick win candidates
ab
c
d
e
f g
h
i
jk
a
b
c
d
e
a b
c
a
b
c
d
a
b
c
Ensure Data ConsistencyEstablish Data
Governance
Guidelines
Define Customer
Profile
Improve
Data Capture
& Integration
Centralized
Marketing
System
Determine DMP
Technology
Integrate
Digital Data
into DMP
Syndicate Data
From DMP Across
Digital Media
Consistent
Consumer Profile
Integrate Digital Data into
Event Stream
Increase Use of
3rd Party Data
Analytics &
Insights
Environment
Cross Media
Measurement
System
Media Scenario
Planning
Data
Visualization &
Reporting
Co-Marketing
Environments
Improve Visibility Over Current
Decision Management
Expand Rule Based Decisions
Across Channels & Media
Content
Management
Tool
Personalization
Across Media
Utilize
Addressable
Platforms
Expand Use of
Display Media
Site
Personalization
Change Content
Approval Process
Technology
Consistency
Across Brands
Centralized
Marketing
Technology
Ownership
25
Initiative Description Objective
The management and association of identity attributes across all channels and media.
The creation of a longitudinal view of the experience a consumer has with Fifth Third
Bank (the consumer event stream)
• To enable accurate marketing to a customer/prospect with an intelligent solution to
identity management and association of identity attributes across all channels and media.
• Provide the ability to enhance the marketing platform with the organization of customer
event stream information in a chronological order of events for an individual, account,
and household.
Benefits & Pain Points Remediation Systems Impacted / Replaced
• The ability to scale and address digital event and activity data, as well as anonymous
and known prospect universe
• Increase the ROI of marketing programs by accurately identifying customers and
prospects and reducing the costs involved with additional data hygiene and
duplication
• Marketing Data Mart (MDM)
• ECIF
• EDW
• Foundational Marketing Platform (To be developed)
• Webtrends
• Akamai Video Server
Estimated Costs and Duration – Cash View
• Total of 7 months across multiple phases (for onetime costs)
• One Time Cost: $500k
• Ongoing Cost: $416K until 2019
Risks, Assumptions, Dependencies
• Data availability and timeliness
• Client staffing availability and Skillset
• Business rules definitions
• Hadoop: Consideration for other data streams that haven’t been included (chat histories, etc.)
• Hadoop: Consistent follow on work for Merkle to sustain additional feeds
Identity Management Platform
Initiative Description Objective
The management and association of identity attributes across all channels and media.
The creation of a longitudinal view of the experience a consumer has with Fifth Third
Bank (the consumer event stream)
• To enable accurate marketing to a customer/prospect with an intelligent solution to
identity management and association of identity attributes across all channels and media.
• Provide the ability to enhance the marketing platform with the organization of customer
event stream information in a chronological order of events for an individual, account,
and household.
Benefits & Pain Points Remediation Systems Impacted / Replaced
• The ability to scale and address digital event and activity data, as well as anonymous
and known prospect universe
• Increase the ROI of marketing programs by accurately identifying customers and
prospects and reducing the costs involved with additional data hygiene and
duplication
• Marketing Data Mart (MDM)
• ECIF
• EDW
• Foundational Marketing Platform (To be developed)
• Webtrends
• Akamai Video Server
Estimated Costs and Duration – Cash View
• Total of 7 months across multiple phases (for onetime costs)
• One Time Cost: $500k
• Ongoing Cost: $416K until 2019
Risks, Assumptions, Dependencies
• Data availability and timeliness
• Client staffing availability and Skillset
• Business rules definitions
• Hadoop: Consideration for other data streams that haven’t been included (chat histories, etc.)
• Hadoop: Consistent follow on work for Merkle to sustain additional feeds
Identity Management Platform
Initiative Description Objective
The management and association of identity attributes across all channels and media.
The creation of a longitudinal view of the experience a consumer has with Fifth Third
Bank (the consumer event stream)
• To enable accurate marketing to a customer/prospect with an intelligent solution to
identity management and association of identity attributes across all channels and media.
• Provide the ability to enhance the marketing platform with the organization of customer
event stream information in a chronological order of events for an individual, account,
and household.
Benefits & Pain Points Remediation Systems Impacted / Replaced
• The ability to scale and address digital event and activity data, as well as anonymous
and known prospect universe
• Increase the ROI of marketing programs by accurately identifying customers and
prospects and reducing the costs involved with additional data hygiene and
duplication
• Marketing Data Mart (MDM)
• ECIF
• EDW
• Foundational Marketing Platform (To be developed)
• Webtrends
• Akamai Video Server
Estimated Costs and Duration – Cash View
• Total of 7 months across multiple phases (for onetime costs)
• One Time Cost: $500k
• Ongoing Cost: $416K until 2019
Risks, Assumptions, Dependencies
• Data availability and timeliness
• Client staffing availability and Skillset
• Business rules definitions
• Hadoop: Consideration for other data streams that haven’t been included (chat histories, etc.)
• Hadoop: Consistent follow on work for Merkle to sustain additional feeds
Identity Management Platform
Roadmap -Multi-phase Future State Enablement Roadmap
Addressable Messaging and Targeting
Consumer Analytics and Insights
Comprehensive Display Program
Decision Management
Cross-Media Measurement
Technology Alignment, Roles, Responsibilities, and Ownership
Media Scenario Planning
Content Approval Refinements
Data Quality
Improve Data Capture and Integration
Identity
Insights
Personalization
Channel Execution
Content Management
Quick Wins
3-6 Months
Phase 1: Foundation
12 Months(FY ’16)
Phase 2: Activation
12 Months(FY ’17)
Phase 3: Expansion
12-18 Months(FY ‘18-’19)
Phase 4: Efficiency
12-18 Months(FY ‘19-’20)
Ongoing
FY ’20-on
Operating Model
Foundational Marketing Database
Data Management Platform and Integrations
Data Visualization
Co-Marketing Platform (Wholesale & Affiliates)
Omni-Channel Personalization Capabilities
Site Personalization and Testing
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

13. “Getting the technology right will be the
hardest part.”

14. Operationalizing the Changes to Sustain Transformation
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

15. Organizational Readiness: Organizational Strategy
» Organization structure to deliver
integrated programs
‣ Does your current organization
structure allow you to easily
collaborate and coordinate across
product/business unit silos to deliver a
customer- (vs. product-) centric
program?
‣ If not, is there a way to accomplish
that without a huge “re-org” effort?

16. Organizational Readiness: Operating Model
» Mapping current state
» Identifying gaps, pain points
» Defining future state flow
» Provide details about each step
including input, outcome, key
players, skill set
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

17. Organizational Readiness: Roles & Responsibilities
» List of required role
based on defined process
» Indicate RACI for each of the
functional roles
» Develop position description
for each role
» Map roles and staffing level
against current team
Learn all of the truths and misconceptions of transformation in Merkle’s
Customer-Centric Transformation white paper. Click here to read the full report.

18. Download the Full Report
18
Learn all of the truths and
misconceptions of
transformation in Merkle’s
Customer-Centric
Transformation white paper.
Click here to read the full
report.