Confessions of a Marketing Cloud Implementation · Confessions of a Marketing Cloud Implementation...
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Confessions of a Marketing Cloud Implementation Neil Procter (@nezproc) Global Head of Customer Systems at Hive
Transcript of Confessions of a Marketing Cloud Implementation · Confessions of a Marketing Cloud Implementation...
Confessions of a Marketing Cloud Implementation
Neil Procter (@nezproc)Global Head of Customer Systems at Hive
Who Am I?
Sales Service Marketing
Neil Tech
-Hive Customer Systems Delivery team of 30 – BAs, SAs, TAs, Devs, Admins, QAs, Support…-15+ parallel projects
Zoom Out: Hive Global Business Tech
What is Hive
Hive IOT PlatformD
ata Platform
x500k
x500k
Devices Devices Devices
Dev
ices
“Make daily life easier by creating the perfect smart home”
Marketing Cloud: The Initial Need
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-Scale-Dynamic / Product Specific-Delivery Speed – decouple comms build
-Agency Dependency/Cost-In-House
Parallel
Parallel
-Automate-Co-ordinate-Staged Comms
Marketing Cloud: The Implementation
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Ankle Ligaments: Medium Pain
Dislocated shoulder –Massive Pain
Salesforce Marketing Cloud Professional Services – off the scale pain.
At least these two were covered by the NHS
Implementation Initial Impression – Design Doc
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League of spelling mistakes:
recieve
in to / up load / interms of
remainder email
requrired
ntofications
previosuly
Unsubsribe
The Implementation Issues
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Very Waterfall
Lack of interaction / demos
No onsite dev presence
Questionable expertise in the product (SMS, BU strategy, SF email Triggers etc)
Conflicting responses to questionsVery slow responses to questions
Developer offshore, different time-zone, 1-2hr window
Developer not from Salesforce, can’t access slack etc
Quality of delivery poor in some areas, little evidence of QA
Implementation Lesson Learned
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Cover yourself in the contract better than we did – ie insist dev resource is from SF, local timezone, with x years expertise –review CVs, SLA for queries etc.
We could afford to absorb the issues, some companies won’t be able to
Tech Challenges: Salesforce Integration
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Triggered Send Workarounds
Tracking triggered sends in Salesforce *open issue
Mass send tracking data vs Salesforce data limits
Tech Challenges: MC Push Notifications
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-The Hive app already has a push mechanism via Amazon SNS
-The Salesforce MC push mechanism is separate and yet to be proven alongside
-Cost assessment a few months ago – Amazon is roughly 400x cheaper than SF MC.
-Value of using Marketing Cloud for push depends on use case
Amazon SNS
Tech Challenges: Environments and Deployment
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Dev
Test
UAT
Prod
Test BU
Main BU
?
?Manual deployment
Marketing Cloud: The Good! Some Use Cases
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Email a segment: Hive Active Heating Newsletter etc
Offers: Trigger Amazon Echo discount code to be sent in realtime to customers who buy Hive ‘Welcome Home’
IoT Integration: Leak Detector Trial (Future: On-boarding Journeys, Proactive Support, Hints+ Tip, Intelligent Prompts, Upsell etc)
Hive IOT Platform
Data
Platform
Marketing Cloud: The Future
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Hive IOT Platform
Data
Platform
x500k
x500k
Devices Devices Devices
EmailSMS(Push?)
IoT Cloud?
Einstein or something else?
Hive . London . Houston . EdmontonThe contents of this document are confidential.© 2017 Centrica Connected Home Limited. All rights reserved.
Any Questions?
Hive . London . Houston . EdmontonThe contents of this document are confidential.© 2017 Centrica Connected Home Limited. All rights reserved.
That’s It :-)Follow me! @nezproc
