How to choose the right Martech stack and Data for your organization
Transcript of How to choose the right Martech stack and Data for your organization
![Page 1: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/1.jpg)
![Page 2: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/2.jpg)
![Page 3: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/3.jpg)
![Page 4: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/4.jpg)
![Page 5: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/5.jpg)
![Page 6: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/6.jpg)
![Page 7: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/7.jpg)
![Page 8: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/8.jpg)
![Page 9: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/9.jpg)
![Page 10: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/10.jpg)
Key Questions In The Vendor Selection Process
![Page 11: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/11.jpg)
Performance Measurement
Training & Adoption
Systems & Data Integration
System Deployment
Project Management
Resourcing
Alignment & Expectations
![Page 12: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/12.jpg)
Resourcing Considerations
Internal –vs – Vendor – vs – Agency
![Page 13: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/13.jpg)
5.
Unify Data Sources4.
Monitor & Refine
3.
Clean & Segment
2.
Define Data Standards
6.
Append & Validate
1.
Assess Data Quality
MarTech Data Management Methodology
![Page 14: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/14.jpg)
Common Mistakes #1: Data Hoarding
![Page 15: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/15.jpg)
Common Mistakes #2: Boil The Ocean Paralysis
![Page 16: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/16.jpg)
Common Mistakes #3: Wrong Tool for the Job
![Page 17: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/17.jpg)
• Establish a baseline
• Input to the maturity model /
roadmap
• Know areas of weakness
• Know where low-hanging fruits are
• Monitor quality metrics
Start With Data Quality Assessment
![Page 18: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/18.jpg)
Clean, Accurate, & Updated Data != Quality Data
Do you have the RIGHT
leads?
Do you have USEFUL
segmentation?
![Page 19: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/19.jpg)
• Profile based scoring
• Buyer persona
• Account based marketing
• Personalization
• Campaign execution & ROI analysis
Segmentation Starts With Why?
![Page 20: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/20.jpg)
Common B2B Dimensions Custom Dimensions
• Job function / sub-function
• Job level
• Buyer persona
• Industry
• Company size
• Region / territory / metro
• Language
• Number of job openings
• Size of vehicle fleet
• Number of mobile devices
• Number of stores
• Competitive products
• Complimentary products
• Channel
Which Dimensions & How Many Segments?
![Page 21: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/21.jpg)
Common Dimension != Standard Segments
= = Vending
![Page 22: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/22.jpg)
• Difficult to correct false positives
and overlaps
• Even more difficult to identify
false negatives
• Can’t analyze and report on
segmentation results
• Can’t be used by other systems
But I’m Already Doing Segmentation With Filters
The Problem With Filters You Can’t Do Analysis Like This
Add Segmentation As
Part of Your Data!
![Page 23: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/23.jpg)
What You Will Need To Do Segmentation Right
Segmentation Mapping Data
A Data Automation Platform
![Page 24: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/24.jpg)
Lists & Databases
PredictiveSolutions
Help Desk
Marketing Automation CRM
Social, SalesAdvertising
The Big Marketing Data Challenge Is Unification
![Page 25: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/25.jpg)
This even assumes data from the different sources are clean.
CA
vs.
California
Normalize data standards
+1 415-555-1212
vs.
(415) 555-1212
Normalize data format
Toyota Motors U.S.A.
vs.
Toyota Motor Sales USA
Correlate non-exact data values
Normalize segmentation
11-50 employees
vs.
20-100 employees
Unification Challenges
![Page 26: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/26.jpg)
Unification Tips
You don’t have to have a central data warehouse
Leverage the systems you
already have
Avoid a master data schema at all cost
Translate and map what you
need as required
There is no “perfect” or even “best” data vendor
Know which data parts you
want from which vendor(s)
Have a unification strategybefore buying any data
Digest data immediately
after acquisition
![Page 27: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/27.jpg)
![Page 28: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/28.jpg)
![Page 29: How to choose the right Martech stack and Data for your organization](https://reader031.fdocuments.net/reader031/viewer/2022021923/5a64c1007f8b9a2c5d8b48ab/html5/thumbnails/29.jpg)
Data Automation for Marketing & Sales
Analyze Clean Enhance Unify