consolidation of your marketing technology landscape
TRANSCRIPT
CONSOLIDATION OF YOUR
MARKETING TECHNOLOGY
LANDSCAPE
July 2015 crafted with ❤ by STEFAN
MARKETING TECHNOLOGY CONSULTING
TABLE OF CONTENT
06 11 16 19PREPARE COMPOSITION OPERATIONS CONCLUSION
2
ODDEVEN IN SHORT
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© 2015 oddEVEN AG
Inconsistent customer experience
3
IMPACT OF A FRAGMENTED MARKETING TECHNOLOGY
LANDSCAPE
Not reaching business goals
© 2015 oddEVEN AG
The key steps for a successful consolidation of your Marketing Technology Landscape
4
© 2015 oddEVEN AG
Prepare
Involve organization
Define requirements
Maturity (as-is / to-be)
Composition
Market overview
Landscape (as-is / to-be)
Selection
Operations
Establish governance
Stay up-to-date
5
KEY STEPS
PREPARE
6
© 2015 oddEVEN AG
Create a common understanding with all stakeholders
Ensure collaboration between Marketing & IT
Define business goals and key performance indicators
7
INVOLVE
ORGANIZATION
© 2015 oddEVEN AG 8
DEFINE
REQUIREMENTS
PERSONAS
aware
engage
usecontinue
leave
USER JOURNEY
BUSINESS CAPABILITIES
core
additional
TECHNICALCAPABILITIES
Start with personas and analyze
their user journeys. For each of
the steps in the journey the
required business capabilities are
defined and then the technical
capabilities to fulfill them.
This process can be done in an
iterative way, but should always
be done end-to-end for a given
persona.
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DEFINE MATURITY: EXAMPLE ANALYTICS
De
cis
ion
Su
pp
ort
Descriptive
Diagnostic
Predictive
Prescriptive
Prescriptive automated
What has
happen
Why did it
happen
What will
happen
What should
we do
Automated
decisions and
actions
Maturity
as-is
to-be
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MATURITY MODEL ANALYTICS
De
cis
ion
Su
pp
ort
Descriptive
Diagnostic
Predictive
Prescriptive
Prescriptive automated
Why did it
happen
Extensive
structured
data set
What will
happen
Structured
and
unstructured
data
External data
sources
What should
we do
Decision
support
Metadata
about the
used data
Feedback
loops
Automated
decisions and
actions
Complex
decision
models
Real time data
Automated
feedback loops
Machine
learning
Maturity
What has
happen
Limited data
set
COMPOSITION
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© 2015 oddEVEN AG
What categories are thereInfrastructure, Backbone (CRM, Marketing Automation, CMS, eCommerce), Middleware (Data Management Platforms, Tag Management, Cloud Integration), Experience (Video, SocMed, Content, Ads), Operations (Analytics, Data, DAM)
Where do you find the toolsLumascape, Chiefmartec Supergrafic (Excel from Heinz Marketing)
Where to find decision supportG2Crowed, TrustRadius, Analysts
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MARKET OVERVIEW
TOOLS
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AS-IS-LANDSCAPE –MARKETING AUTOMATION EXAMPLE
WEBINAR
S
[CRM]Marketing
Alignment
[Predictive
Analytics]
Call Center
List Providers
Lead Scoring/
Normalization
[Website
Tracking]
[Content
Management]
[Social Tools]
[Webinar
Platform]
LEGEND
Offline Prospect
Data Sources
Marketing Tasks /
Processes
Marketing Tech
Systems
Roadblock /
Chokepoint
Manual Data Flow
Automated Data
Flow
© 2015 oddEVEN AG 14
TO-BE-LANDSCAPE –MARKETING AUTOMATION EXAMPLE
WEBINAR
S
[CRM][Marketing
Automation]
[Predictive
Analytics]
Lead Scoring/
Normalization
[Website
Tracking]
[Content
Management]
[Social Tools]
[Webinar
Platform]
LEGEND
Offline Prospect
Data Sources
Marketing Tasks /
Processes
Marketing Tech
Systems
Roadblock /
Chokepoint
Manual Data Flow
Automated Data
Flow
Call Center
List Providers
© 2015 oddEVEN AG
Build vs. Buy
Best-of-breed vs. Suite
Suitable complement for the existing tools
Culture, strategy and roadmap of the vendors
Available skills internal and from partners
15
CRITERIA
SELECTION-
PROCESS
OPERATIONS
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DIGITAL MARKETING GOVERNANCE
…is the framework for the development and enhancement of the strategy, management und operations of all digitale activities.
Policies & Guidelines
Organizational environment
Process framework
Tools
© 2015 oddEVEN AG
Build and enhance internal knowledge and skills
Ensure ownership of your data
Build for change
Buy tools according to your maturity level
Think big – act small
18
STAY
UP-TO-DATE
CONCLUSION
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© 2015 oddEVEN AG
Technology is only the means to let people experience your story
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oddEVEN in short
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© 2015 oddEVEN AG
Some call it optimization of synergies between marketing and technology to achieve qualitative innovation. At oddEVEN we call it Marketing Technology.
We create the connection between marketing strategy and IT systems. Therewith we help our customers to create cutting-edge digital solutions.
Whether we support marketing to define requirements and maturity, to select the right tools to achieve their goals or help IT to understand and implement the vision of marketing – we create bridges between to worlds.
We take your vision, add our know-how and deliver successful results that redefine the way digital business is done.
We make marketing more agile and technology more creative.
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WHAT WE DO
© 2015 oddEVEN AG 23
WHO WE ARE
We are oddEVEN, a team of six consultant from the areas of digital marketing, front end and software development. We all bring many years of experience in consulting and working in large enterprises.
oddEVEN stands for bringing together marketing and IT, for digitalization and the combination of different skills and views.
© 2015 oddEVEN AG
Stefan MalärManaging PartnerRedefining Marketing Technology
+41 79 511 6222
@stefanmalaer
oddEVEN AG
http://oddeven.ch
@oddevench
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YOUR CONTACT
© 2015 oddEVEN AG
Tool Selection
http://chiefmartec.com/
http://www.lumapartners.com/resource-center/lumascapes-2/
http://www.heinzmarketing.com/marketing-technology-landscape-directory/
https://www.g2crowd.com/
https://www.trustradius.com/
Governance
http://rosenfeldmedia.com/books/managing-chaos/
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LINKS