how to optimize your marketing technology

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How To Optimize Your Marketing Technology

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Peter DeLucaHead of Marketing TechnologyOgilvyOne - North America

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Plans

Getting alignment across the organization.

PlatformsMaking sound

buying decisions.

Partners

Leveraging the right resources.

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Plans



buying decisions.

Partners


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The 20% Problem

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"What % of the functionality of this technology are you using today?"

Organizational Alignment

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Planning + Strategy

Marketing Operations

Marketing Analytics

FEWER INSIGHTS

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When Marketing Teams Don’t Push Each Other

SIMPLE REQUESTS

SIMPLE EXECUTION

THE 20% PROBLEM

Planning + Strategy

Marketing Operations

Marketing Analytics

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Organizational Alignment

Planning + Strategy Marketing Operations

Marketing Analytics

• Access to data, insights• Know what’s possible• Test & learn culture

• Involved in planning phase• Recommending new engagement ideas• Pushing the planning team

• More variables to analyze• Democratizing data + insights• Inspiring the planning team

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Customer Focused

vs.

Company Focused

Companies Want to Be Customer-Focused

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87% of marketers believe in a customer-focused model.

Source: Forrester, “The Operating Model for Customer Obsession”

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Yet only 7% have adopted one.

Source: Forrester, “The Operating Model for Customer Obsession”

But They’re Not Quite There Yet

Customer Lifecycle

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ATTRACT EDUCATE CONVERT GROW BOND

Align Your Martech Strategy Across Your Customer Lifecycle

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ATTRACT EDUCATE CONVERT GROW BOND

Objective Objective Objective Objective ObjectiveTarget the right audiences

Cost effectively test ad placements

Serve the right content to the right audience

Use content and offers effectively to drive registration.

Segmented and personalized communications to drive deeper engagement.

Treat loyal customers differently, with access to rewards, content, experiences.

Platforms Platforms Platforms Platforms PlatformsDSP DCO DMP Paid Social

CMS Personalization

E-Commerce CRM Attribution Social Studio

Marketing Automation Dashboard Reporting Social Studio

Marketing Automation Dashboard Reporting Advanced Analytics Loyalty Platform

Marketing Technology Readiness Assessments

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Plans



buying decisions.

A Rapidly Evolving Industry

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2014 947 VENDORS

2015 1,876 VENDORS

Doubled

Source: Chiefmartec.com

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Do Your Detective Work

SALES & SERVICE

CONTENT/DAM/CMS

CHANNEL EXECUTION

DATABASE

CAMPAIGN PLANNING / CAMPAIGN MANAGEMENT

ANALYTICS & REPORTING

SOCIAL

Ready to Buy?

Gather requirements?

Current-state audit?

Write gap analysis?

Review RFP responses?

Consult with advisers?

A Phased Approach

GOALS PLATFORMS

1. TARGET DESIRED PROSPECTSTarget desired prospects segments and start building the customer base

Refine strategy through testing DSP and CMS

2. ENGAGE WITH YOUR NEW CUSTOMERS Engage new customers and welcome them to the new offering CRM, Marketing Automation, Reporting

3. EXPAND THE DISCUSSIONEngage prospects and customers with more relevant content and expand to new channels to keep their attention

Mobile Push, DMP

4. DEPLOY ADVANCED ANALYTICS Development of models for more precise targeting 3rd party data, Analytics, Data mart

Ballpark PricingLICENSE ESTIMATE SET-UP & INTEGRATION NOTES

PHASE 1: TARGET DESIRED PROSPECTS $XX - $XX $XX - $XX

DSP N/A Platform fees included in media budget.

CMS $XX - $XX Costs depend on vendor and integration complexity, server requirements.

PHASE 2: ENGAGE WITH YOUR NEW CUSTOMERS $XX - $XX $XX - $XX

CRM $XX - $XX $XX - $XXX per user/month (assumes ~$XX min x XX users). Integration $XX - $XX depending on complexity.

MAP $XX - $XX Cost driver is email volume. Low/High assumes XX/XX customers x XX emails/year. Integration and service approximately $XX. If on-premises solution then higher.

REPORTING $XX - $XX ~$XX/user/year. Cloud hosting/storage additional. Could opt for reporting modules native to MAP.

PHASE 3: EXPAND THE DISCUSSION $XX - $XX $XX - $XX

DMP $XX - $XX Cost drivers can include # of data sources, data volume, # of channels activated, service and vendor selected.

MOBILE $XX - $XX Based on size of addressable audience, with unlimited messaging. Price range used here is for XX to XX customers. Mobile app pricing not included.

PHASE 4: STACK: MICRO-TARGETING & OPTIMIZATION $XX - $XX $XX - $XX

DATAMART $XX - $XX Assumes SaaS (e.g., IBM Cloud Services), double for on-prem. Estimate $XX for the design and build; Cost drivers are complexity of database structure, inputs/outputs, security requirements, services, etc.

DATA $XX - $XX Depends on data, data source, and volume. This estimate assumes a nationally compiled file with quarterly updates

ANALYTICS $XX - $XX Varies depending on platform, users, sharing, need for a dedicated server, hosting, support.

TOTAL $XX - $XX $XX - $XX

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Clients are moving away from on-premises tools

Longevity or potential size of the initiative

Strength and scale of services offered by partners

Desire to hire internal resources to manage marketing technologies

LaunchProgram

ExpansionOptimization &

Scale

Factors that may determine when and if you migrate

Consider outsourcing for speed-to-market, access to on-demand resources and scale

3rd Party

In-House

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Plans



buying decisions.

Partners


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Putting It All Together

✓Organizational Alignment

✓Customer-centric Model

✓Gap Analysis

✓Smart Buying Decisions

✓?

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Lots Of Players Involved

System IntegratorConsulting Firm

Client

Agency Software Vendor BPO / Agency

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Software Vendor + Agency

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• Agency gets:• Free license or sandbox of vendor products • Free training of core products• Ongoing updates of product enhancements• Ability to use products for client pilots

• Vendor gets:• Leads where vendor products might be a good fit• Updates on pilots where products are being used • Introductions to clients during pilot period

• Client gets:• Lower commitment on length of deal• Can try before they buy• Faster speed to market• Avoid or shorten the RFP process

A Win Win Win Model?

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“By 2017 the CMO will spend more on IT than the CIO.”

Gartner, 2013