Future-Proofing Your Marketing Technology Stack
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Transcript of Future-Proofing Your Marketing Technology Stack
Future-Proofing Your Marketing Technology StackDavid Raab, Principal, Raab Associates In partnership with Tealium
© 2016 Tealium Inc. All rights reserved. | 1
© 2016 Tealium Inc. All rights reserved. |
© 2016 Tealium Inc. All rights reserved. |
Challenges Faced by Today’s Marketer• 3,874 marketing technology solutions (3500
vendors) reside on a single 16x9 slide - Scott Brinker’s ‘2016 Marketing Technology Landscape Supergraphic’ - representing 87% growth year over year.
• Nearly 40% of digital marketers recently surveyed use 6-9 different marketing technologies in a given month. (gShift – June 2016)
• Only 9% of marketers have all of the marketing technology they need, and fully utilize it. (Ascend2, August 2015)
© 2016 Tealium Inc. All rights reserved. |
Evaluation - New Technologies
SOURCE: TechValidate Survey, Q2 2016.
How frequently does your organization evaluate new marketing technologies?
© 2016 Tealium Inc. All rights reserved. |
Deployment - New Technologies
SOURCE: TechValidate Survey, Q2 2016.
How frequently does your organization deploy new marketing technologies?
© 2016 Tealium Inc. All rights reserved. |
Level of Difficulty - Deployment
SOURCE: TechValidate Survey, Q2 2016.
How would you rate the current level of difficulty for acquiring and deploying new marketing technologies?
© 2016 Tealium Inc. All rights reserved. |
Current Approach - Planning
SOURCE: TechValidate Survey, Q2 2016.
How would you describe your current approach to marketing tech planning?
© 2016 Tealium Inc. All rights reserved. |
Top Priority – Marketing Objective
SOURCE: TechValidate Survey, Q2 2016.
What would you classify as the top priority of your current marketing organization?
© 2016 Tealium Inc. All rights reserved. |
Top Priority – Marketing Tech
SOURCE: TechValidate Survey, Q2 2016.
What would you classify as the top priority for new marketing tech investments?
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Today’s PresenterDavid RaabPrincipal, Raab Associates Inc.• Advises consumer and business marketers on
marketing processes, analytics, technology and vendors
• Consults on product and business strategy with industry vendors
• Has written hundreds of articles and blog posts on marketing technology
Marketing Technology Keeps Changing
Year Cutting Edge Technology30000 BCE
cave paintings
Marketing Technology Keeps Changing
Year Cutting Edge Technology30000 BCE
cave paintings
1986 direct mail1996 email2006 desktop Web2016 mobile
Waterfall DownBusiness Strategy
Marketing Strategy
Marketing Programs
Functional Requirements
Architecture Components
System Requirements
Waterfall DownBusiness Strategy
Marketing Strategy
Marketing Programs
Functional Requirements
Architecture Components
System Requirements
One Word: Modularity
One Word: Modularity
Modular Functions-Assemble customer data-Planning, budgeting, evaluation-Build and manage content-Select customer treatments-Deliver messages
One Word: ModularityModular Requirements-Open APIs-Flexible data model-Real time execution-Cloud-based (maybe)
Getting Organized
Getting Organized
- Integration-first technology vision-Shared decision methods-New staff skills-Cross-department process-Technology evaluation methods-Change-friendly mindset
What’s Different?
Flexible-first Efficiency-firststart with architecture
goalmarketing programs
end with component criteria
architecture design
components change often rarelyselect minor components on
function compatibilityw/major
staff & processes
dynamic fixed
tech acquisition on-going infrequent
What’s Different?
Architecture OptionsAPI Hub Customer
Data PlatformMarketing
CloudIntegrated
SuiteData
Decisions
Delivery
Summary• Technology change is here to stay• Traditional methods can’t cope• Future success requires flexibility• Flexibility requires changes in
organization as well as architecture• Flexible-first options are available if
you know where to look