jay calavas - build your own marketing cloud

Proprietary and Confidential

BUILD YOUR OWN MARKETING CLOUD

Jay CalavasChief Evangelistt: @jaycalavase: [email protected]: 858.229.5496

mailto:[email protected]


• Largest enterprise tag management and data

distribution company – Over 400 customers

– 180+ employees

– 50 person engineering team

– Industry’s largest education team

• Proven, digital marketing-savvy management

team that has worked together before

• Well funded ($47M) via Battery Ventures as Lead

Omniture, BazaarVoice, Marketo, ExactTarget,

BlueKai

• Fanatical about customer success

About Tealium

RECOGNIZED AS THE GLOBAL MARKET LEADERTag Management Buyer’s Guide,Econsultancy, 2012

WINNER, GLOBAL 100Red Herring Tech, November, 2013

ONE OF TOP 100 MOST PROMISING COMPANIESAnnual list of top 100 privately-held, high growth companies, Forbes, 2014

PRODUCT OF THE YEARAudienceStream voted technology of the year by the DAA, 2014


• Unified marketing

• Cross-device

• Omni-channel

• Real-time

• Absolute data ownership

The Holy Grail!


What are Marketing Clouds? • Typically non-integrated solutions:

– Salesforce.com – ExactTarget, BuddyMedia, Radian6

– Adobe – Omniture, Demdex, Neolane, Efficient Frontier

– Oracle – BlueKai, Vitrue, Eloqua, Responsys, Endeca

– IBM – Coremetrics, Unica, Tealeaf

– Google – Google Analytics, DoubleClick, Adometry, AdMeld

• Many ‘best of breed’ solutions sit outside of existing marketing clouds

• Well defined data layer allows companies to ‘build your own marketing cloud’


• Foundation for digital marketing

• Define data once across all digital assets

• Standardize and control data distribution to vendors

• Enrich to include visitor attributes and insights

What is a Data Layer?


Experience Layer

No Data Layer = CHAOS

Application Layer

Today there is Chaos at the Data Layer


Unification, Security, Control, Privacy, Enrichment & Ownership

Common Language Across Clouds, Platforms and Tools

Experience Layer

Data Layer: ORDER

Application Layer


Tealium Brings Order to Marketing Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead NurturingMarketing 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


Build Your Own Marketing Cloud – Open Vs. Closed

1000s of best-of-breed

point solutions

Hey it’s Jay!

No, its user

27475

I don’t know

that guy

Oh its jay@tealium

.com

Hello 858494

All of us are

confused

Tealium says ‘Hey Everybody, its JAY!’

Hey everybody, thanks for remembering me!


Advertising

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Analytics

Content Testing

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Marketing Automation

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Marketing Clouds Today: Fragmentation


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Analytics

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Retargeting

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Build Your Own Marketing Cloud – TEALIUM


point solutions


5 Reasons to Build Your Own Marketing Cloud


• Don’t be tied to one marketing cloud

• Leverage the best solutions in the digital marketing eco-system

• No one vendor can cover all ofyour needs

1. Leverage Best of Breed Solutions


• Leverage data layer to make all your applications speak the same language

• Segment and share visitor profiles across the application stack

• Drive more profitable customer interactions across digital touch points using your existing applications

2. Engage in Unified Marketing


• Stitch customer journey across marketing channels, and devices

• For example, understand lifetime visitor value across all web, mobile and even offline touch points

3. Connect the Customer Journey


• Make your applications work together for the first time

• Information in one channel informs action in another

• Reduce data warehousing needs

• Unify teams

4. Maximize Your Marketing Investments


• Take action in real-time, not 24-48 hours via traditional data warehousing methods

• Go from batch, backward-looking data to real-time forward-looking data

5. Leverage Real-Time Interactions


“Business analytics and digital intelligence

are expanding markets for us. Recently, we

announced a partnership with Tealium, which

enables customers to bring client-side data

from user interactions on the website into

Splunk Enterprise and then correlate that

with server-side data and other data sources.

Through this integration, the customers now

have a deeper understanding of how they

are interacting with their users across digital

channels.”

– Godfrey Sullivan, 8/29/13 earnings call

Big Data: Partnership


Ancestry.com PresoDigital Velocity 2014‘Unified Marketing’


In your organization’s view, what are the primary advantages of unifying digital marketing applications and data?

Check the top three.

Source: Econsultancy

Unified Marketing BenefitsNEW SURVEY DATA!

Better ability to segment customers

Better ability to target and optimize for specific customers (personalization)

Improve customer service

Better predict customer behavior/needs

Ability to add new marketing channels and capabilities as they emerge

Better create and automate multichannel marketing

Achieve higher conversion rates

59.70%

73.60%

27.80%

41.70%

6.90%

22.20%

50.00%


THANK YOU!

Jay CalavasChief Evangelistt: @jaycalavase: [email protected]: 858.229.5496

mailto:[email protected]


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jay calavas - build your own marketing cloud

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