how digital marketers use data and marketing technologies to optimize the customer experience by...

How Digital Marketers Use Data and Marke3ng Technologies to Op3mize the Customer Experience Travis Wright | Chief Marke,ng Technologist | CCP Global | @teedubya

#SMXSocial

Who is this Travis Wright dude?

@teedubya

•  Radio Disc Jockey at Age 13. •  Stand-‐up comedian since 1995. •  Web developer since 1996. •  Helped Roll out Superpages.com in 1997. •  SEO & “Geo-‐Targe,ng” SMB – Fortune 50’s brands since 1998. •  Military Intelligence and Russian Linguist in the US Army. •  Former Global Social Media & Digital Strategist – Norton / Symantec •  Chief Marke,ng Technology Officer [CMTO] – CCP Global •  Tech Journalist for CMO.com, Tech.co, Marke,ngLand, Salesforce & Adobe •  Inc. Magazine Columnist of the weekly “Tech Tools for Entrepreneurs” Column •  @teedubya & @TheCMTO on Twider

#SMXSocial

Who is this Travis Wright dude NOT?

@teedubya #SMXSocial

Who is this Travis Wright dude NOT?


@teedubya

Data Driven Marke3ng

@teedubya

•  Ask & Answer the right ques3ons

•  Integrate marke3ng strategies

•  Op3mize your marke3ng mix

•  Know your audience

•  Recognize your customer

•  Personalize customer journey

•  Create a beQer user experiences

Data-‐Driven Marke3ng Making Smarter & More ImpacSul Decisions


Enhance Your Marke3ng Strategy Deliver BeQer Results Throughout The Customer Journey

Silos and Silos of Data


@teedubya

Gartner 2017 CMO Quote

“By 2017 the CMO will Spend More on IT than the CIO.”


Omni-‐Channel

@teedubya #SMXSocial Source: Experian 2014 Digital Marketer Report

“To stay compe,,ve, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

Advanced Techniques Required To Op,mize For Omni-‐Channel Personaliza3on & AQribu3on

U.S. retailers lose nearly $100 billion each year from poorly executed cross-‐channel marke,ng efforts. Source: DataMonitor


•  Beyond Integrated Marke,ng •  Cross-‐device, Omni-‐channel

•  Real-‐,me 1:1 Personaliza,on •  Ownership of all Data

•  Beyond Op,miza,on •  Awesomeiza3on


Marke3ng Clouds

To Build, or not to Build: That is the ques3on.

The Tech Giants Are Acquiring Marke3ng Clouds To Compete


What are Marke3ng Clouds? •  Acquired, non-‐integrated solu,ons •  Walled-‐gardens leave many marke,ng technologies excluded or unsupported

•  Assembling a best-‐of-‐breed solu,on demands you build-‐your-‐own ‘marke3ng cloud’


The Marke3ng Cloud is Gecng Foggy


Tag Management System @teedubya #MARTECH

To Build: That is the Answer!

Tag Management Brings Order to Marke,ng Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead Nurturing Marketing Automation

Voice of Customer

Analytics

Chat

Banner Ads

Personalization

Search Engine Marketing

Visitor Remarketing

Visitor Retargeting

Social Marketing

•  A/B Testing •  Ad Networks

•  Affiliate Marketing

•  Email Marketing •  Lead Nurturing

•  Marketing Automation

•  Analytics •  Banner Ads

•  Chat

•  Personalization •  SEM

•  Social Marketing

•  Visitor Remarketing •  Visitor Retargeting

•  Voice of Customer

@teedubya

Source: Tealium

#DMSS

Benefits

•  “Siloed” solu,ons enhance one another

•  Collect, Own and Act on your data everywhere

•  Leverage Best-‐of-‐Breed solu,ons without vendor lock-‐in

•  Omni-‐channel profiles

•  Single line of code •  Data onboarding & syndica,on

•  100% of technologies supported

ENSIGHTEN DATA LAYER (EDL) Standardize and control data across all 3rd party clouds, plarorms and tools

AGILE MARKETING PLATFORM (AMP) Hybrid Client-‐Server Technology

<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>

Priv

acy

Pulse

One

Data Collec,on & Ac,va,on

App

s M

arket

Manage

Mob

ile

Inform

Adrib

u,on

Tag Management & Tes,ng

Ensighten @ensighten hdp://ensighten.com

Data Layer

•  Data is the Lifeblood for Digital Marke,ng

•  Synchronized Data Defini,ons •  Standardize and control data

distribu,on to partners & vendors

•  Beder visitor adribu,on and personalized insights

What is a Data Layer?


Agility

#SIC2013

#SIC2013

AGILE

#SIC2013

NOT AGILE

Summary

PLATFORM: Combine Any Solu,on in an Open Cloud


•  Don't restrict marke,ng agility by being vendor-‐locked in a closed cloud

•  No single closed cloud can solve all your marke,ng use cases

•  Unlock all op,ons to find the best fit for your business

•  Take advantage of the best "primo TAG-‐lio" digital marke,ng solu,ons in the industry

DATA: Unify Marke,ng with Data Ownership


•  Assemble your own data layer to unify and enrich all your marke,ng solu,ons

•  Ensure data quality, consistency, and privacy across all vendor solu,ons

•  Standardize and share visitor profiles and ac,onable segments across your cloud

•  Break down marke,ng program silos & unify teams with coordinated data

CUSTOMER: Focus on the Customer Journey


•  Establish a 360 degree view of your customer across all channels and devices

•  Assess customer value to op,mize marke,ng spend and personalize offer depth

•  Build rela,onships by engaging inomni-‐channel 1:1 conversa,ons with your customers

•  Business Rela,onship Op,miza,on.

MARKETING: Take Real-‐Time Ac,on


•  Batch processing of data inhibits marke,ng agility and effec,veness

•  Manage data in real-‐,me to take real-‐,me, intelligent ac,on

•  Coordinate marke,ng decisions and interac,ons across solu,ons

•  Improve ROI with relevant offers and content

Marke3ng Tools

Ghostery @ghostery hdp://ghostery.com

@teedubya #DMSS

Ghostery @ghostery hdp://ghostery.com

@teedubya #SMSsummit

NerdyData @nerdydata hdp://nerdydata.com

@teedubya #DMSS

@teedubya

BuzzSumo @buzzsumo hdp://buzzsumo.com

@teedubya #DMSS

@teedubya

TrackMaven @trackmaven hdp://trackmaven.com

hQp://socedo.com

Get LiQle Bird @getlidlebird hdp://www.getlidlebird.com

@teedubya

Open Graph www.ogp.me Percolate www.percolate.com Social Bro www.socialbro.com HARO www.helpareporter.com

Muck Rack www.muckrack.com GroupHigh www.grouphigh.com

Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templates

Twitter Cards www.dev.twitter.com/cards SimplyMeasured www.simplymeasured.com The Advanced Guide to Content Marketing

bit.ly/advcontent

@teedubya

17 Killer Content Templates: bit.ly/17templates Twider Chat Master List: hdp://bit.ly/TwiderChatMaster Feature your Brand on Tumblr: hdp://brands.tumblr.com Complete Guide to Twider Cards: dev.twider.com/docs/cards The Advanced Guide to Content Marke,ng: bit.ly/advcontent AJ Kohn’s Author Rank Resource: hdp://bit.ly/rel-‐author-‐resource Three Very Handy Content Marke,ng Tools: hdp://www.siegemedia.com/tools The Advanced Guide to SEO hdp://www.quicksprout.com/the-‐advanced-‐guide-‐to-‐seo/ Neil Patel & Bronson Taylor’s Defini,ve Guide to Growth Hacking: hdp://goo.gl/4yqEOj The Defini,ve Guide to Microso| Excel for SEOs: hdp://www.dis,lled.net/excel-‐for-‐seo/ The Complete List of Link Building Tac,cs hdp://pointblankseo.com/link-‐building-‐strategies The Beginner’s Guide to Conversion Rate Op,miza,on: hdps://qualaroo.com/beginners-‐guide-‐to-‐cro The Ul,mate Guide to the Google AdWords Keyword Planner: hdp://bit.ly/Adwords-‐Keyword-‐Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: hdp://yseo.us/sssf | hdp://yseo.us/sssfw Hubspot's Guide to Crea,ng Buyer Personas: hdp://offers.hubspot.com/free-‐template-‐crea,ng-‐buyer-‐personas Annie Cushing’s Hundreds of Tools for Marketers: hdp://www.anniely,cs.com/hundreds-‐of-‐tools-‐for-‐marketers The Web Developer’s SEO Cheatsheet 2.0 hdp://moz.com/blog/the-‐web-‐developers-‐seo-‐cheat-‐sheet-‐2013-‐edi,on Paddy Moogan’s Big Ass List of Link Building Resources: hdp://www.linkbuildingbook.com/link-‐building-‐resources.html

@teedubya’s Mind Blowing Tools ccpglobal.com/smx

@teedubya 80

#SIC2013 @teedubya hQp://ccpglobal.com/DMSS [email protected]

how digital marketers use data and marketing technologies to optimize the customer experience by...

Social Media

omnichannel real

ng crossdevice

ownershipofalldata beyondop