chicago user group - relationship one
TRANSCRIPT
Maximize your
Marketing Technology StackRon Corbisier, Chief Executive Officer, Relationship One
Relationship One - Chicago User Group
Ron Corbisier
ABOUT Me, Ron.
Twin Cities
& Planes
Relationship One - Chicago User Group
20+ years in Agency &Corporate
US MARINE Corp Nasdaq
United healthcare 3M Ford
Marketing & Data Geek
Relationship One
Marketing Geeks
Exclusive to OMC
Full stack consulting services
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Relationship One - Chicago User Group
100% OMC Certified
50+ Apps, Largest App Provider
Presence nationwide and in Europe, service globally
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Relationship One - Chicago User Group
All star Interviews
• Lenovo • Penton • Chicago Bears • Optum • Insperity • Eaton • Medtronic
Inspiring Success
Inspiring stories for marketers, by marketers who are leveraging Oracle Marketing Cloud solutions.
• National Instruments • Laser Spine Institute • Mountain America
Credit Union • Fluke • MongoDB • Getty Images
+ more
Relationship One - Chicago User Group
AGENDA07
Build Accelerate Knowledge Governance Wrap Up
of company revenue Formarketing expense budget
12%
Gartner: 2016-2017 CMO Spending Survey
How Much Does MarTechSpending Stack Up?
Technology - 27%
Paid Media - 22%
Labor - 28%
CMOGartner: 2016-2017 CMO Spending Survey
CMO is On Pace to Outspend CIO On Technology
3.24%Of Revenue Of Revenue
3.4%
Gartner: 2016-2017 CMO Spending Survey
Do You Have a Martech Stack or Just a Stack of Marketing Tech?
Build A
Marketing Technology
Platform
2015
2014
2012
2011
2016
2015
2014
2012
2011
2016
2015
2014
2012
2011
2016
2015
2014
2012
2011
2016
2015
2014
2012
2011
20162,483% Increase
0
1000
2000
3000
4000
2011 2012 2013 2014 2015 2016
Most companies use
20+
Econsultancy: The ROI of Tab Management
Marketing Tech Rules of Engagement
Start with Core Integrated Technologies
Focus On Platform Openness
Demand Easy Data access
Ensure Complementary Data Structures
Scale for tomorrow, not Today
Social Listening & Engagement
Data Integration, Enrichment & Analytics
Campaign Orchestration & Management
Content Personalization & Optimization
A t t r i b u t i o n & A n a l y t i c s
S o c i a lH y p e r P e r s o n a l i z a t i o n & O p t i m i z a t i o n
B 2 B C r o s s - C h a n n e l M a r k e t i n g
B 2 C C r o s s - C h a n n e l M a r k e t i n g
A d Te c h
C a m p a i g n O r c h e s t r a t i o n
C o n t e n t C u r a t i o n & Ta r g e t i n g
S e g m e n t a t i o n & Ta r g e t i n g
C o n n e c t e d D a t a
Ex tendabilit y
S t o r e T V D i s p l a y W e b E m a i l M o b i l e V i d e o S e a r c h S o c i a l
A t t r i b u t i o n & A n a l y t i c s
S o c i a lH y p e r P e r s o n a l i z a t i o n & O p t i m i z a t i o n
B 2 B C r o s s - C h a n n e l M a r k e t i n g
B 2 C C r o s s - C h a n n e l M a r k e t i n g
A d Te c h
C a m p a i g n O r c h e s t r a t i o n
C o n t e n t C u r a t i o n & Ta r g e t i n g
S e g m e n t a t i o n & Ta r g e t i n g
C o n n e c t e d D a t a
E x tendabilit y
S t o r e T V D i s p l a y W e b E m a i l M o b i l e V i d e o S e a r c h S o c i a l
Work flow &
MarketingMngt
Data
Decisioning
Content
Orchestration
Listening
Marketing Technology Stack
Da
De
Co
Or
Li
Tech
nolo
gy C
ompo
nent
s
Relationship One - Chicago User Group
Plan
ning
& M
anag
emen
t
Accelerate with
Extendability
Data Integration & Enrichment
Events
Content & Personalization
Predictive & ABM
Lead & Channel Management Performance Analytics
Workflow & Management
Ex tendabilit y
Ex tendabilit y
Digital Asset Management
CRMDatabase
Data Warehouse / BI
ERP
Turn data Mounds into A
Knowledge Mountain
90% of the world's data has been created in the last 2 years
By 2020, 35 zettabytes worth of data will created....that's 21 zeros!
Everyday, 1 billion pieces of content are shared on Facebook
THE AGE OF DATAHow Much Data is being Generated?
. 0 0 0000000000000000000
Uber Passengers Take 694 Rides
Sources: Smart Insights (2016), NetFlix, Apple, Domo.
Netflix subscribers stream 77,160 Hours of Video
Apple Users Download 51,000 apps
3,874 Different MarTec & AdTec
Solutions Generates a TON of Data
Do You Have The Access You Need?
Getting Access to Your Data
Audit for Data Accessibility
Raw Conquers Processed
Structure and Uniqueness Plays Well with Other
Add Retargeting
Commerce
Service Chat
The Data Fragmentation Problem
The Universal Profile
Welcome to Knowledge Mountain
Define Your Data Strategy
Centralize Your Data
Don’t Forget to Cleanse to Normalize
Link Your Data Streams
Connect Back to Campaign Orchestration
CRM
Eloqua Activity
Social
3Rd Party
Ron Corbisier Company: Relationship One Title: CEO Email: [email protected]
FirstName LastName Company Email EmailHash Twitter Twitter Hash CRM ID Eloqua ID
Ronald Corbisier Relationship One [email protected]
f71f34ef4f01af15874f72fe4f
3d118e
corbisier ff0b480c394a93bb0e97e827d30f9b7
b
0036000000vwBsG CCADR000000002331
Email EmailHash Eloqua ID Eloqua Visitor ID Visitor ID
[email protected] f71f34ef4f01af15874f72fe4f3d118e CCADR000000002331 E1A2CFD1-5256-4DC5-8B9C
-1340C019614D 40138
Twitter Twitter Hash
corbisier ff0b480c394a93bb0e97e827d30f9b7b
BlueKai Profile ID Eloqua Visitor ID Eloqua Email Hash CRM ID
12345678910 E1A2CFD1-5256-4DC5-8B9C-1340C019614D
f71f34ef4f01af15874f72fe4f3d118e 0036000000vwBsG
CRM
Eloqua Activity
Social
3Rd Party
Ron Corbisier Company: Relationship One Title: CEO Email: [email protected]
FirstName LastName Company Email EmailHash Twitter Twitter Hash CRM ID Eloqua ID
Ronald Corbisier Relationship One [email protected]
f71f34ef4f01af15874f72fe4f
3d118e
corbisier ff0b480c394a93bb0e97e827d30f9b7
b
0036000000vwBsG CCADR000000002331
Email EmailHash Eloqua ID Eloqua Visitor ID Visitor ID
[email protected] f71f34ef4f01af15874f72fe4f3d118e CCADR000000002331 E1A2CFD1-5256-4DC5-8B9C
-1340C019614D 40138
Twitter Twitter Hash
corbisier ff0b480c394a93bb0e97e827d30f9b7b
BlueKai Profile ID Eloqua Visitor ID Eloqua Email Hash CRM ID
12345678910 E1A2CFD1-5256-4DC5-8B9C-1340C019614D
f71f34ef4f01af15874f72fe4f3d118e 0036000000vwBsG
Connect Back to Campaign Orchestration
1st Party Data 2nd Party Data 3rd Party Data
Relationship One - Chicago User Group
Now
+1 Yr
+2 Yr
+3 Yr
Beware of the Squirrel Effect
protect your investment with
governance
Ineffective Somewhat Ineffective Neutral Somewhat Effective Very Effective
13
45
29
11
2
Effectiveness of Company MarTec Management
13% Of Companies
Effectively Manage their Marketing /Ad
Technology
Source: Gigaom Research , 2014,
1% - 5% 6% - 10% 11% - 25% 26% - 50% More Than 50%
5
19
36
31
9
Expected ROI Improvement From Better MarTec Management
60+% Of Companies Can
Generate 10% or More in ROI Just by Better
Management
Source: Gigaom Research , 2014,
Dip your toe in the process pool but beware of the deep end
Create a Marketing Cloud COE
Rightsize Your Governance Efforts
Don’t Fall Victim to Governance Gone Wild
Create a Marketing Cloud Center of Excellence
Legal/Compliance
Sales
Marketing
Web OpsBI/Analytics
IT
eCommerce
COE Lead
Rightsize Your Governance Efforts
Define and document Martec / Adtech System Processes & Controls (security settings, naming conventions, asset organization standards, Extension policies, etc.)
Establish Integration Change Management Processes
Establish Journey Boards and TouchPoint Limits
For Smaller Organizations
Rightsize Your Governance Efforts
For Larger Organizations
Establish Automated Workflow & Approval Processes
Define User On-boarding / Off-boarding Processes
Create Martec / AdTeC User Training & Certification Program
Establish Support and Escalation processes and SLAs
Governance Gone Wild
Campaign Strategy & Campaign Execution Under Separate Teams
Treating All Change Requests the Same
Lots of Rules but Little Oversight or Support
Lots of Interested Stakeholder But No Lead
Your Homework assignment
Audit your “Stack” Technologies/Tools
Review The Data Accessibility
Build A Data Dictionary
Identify Owners And Influencers
Build Your Governance Attack Plan
thank You,Questions Anyone?