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Martech Giants panel

Hosted by by Dr Dave Chaffey, co-founder and Content Director, Smart Insights

Technology for marketing, London, 27th September

Download : www.slideshare.net/smart-insights

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Your panelists

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Co-founder and Editor of SmartInsights.com - a marketing

advice community with > ½ million uniques/quarter.

Premium members in over 120 countries use our planning

guides, templates and online courses to Plan, Manage and

Optimize their digital marketing.

We also deliver consulting and training for members.

Digital Marketing strategist, consultant, trainer and author since ‘97

Free Basic

membership

About Dave Chaffey and Smart Insights

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Poll – Word Cloud

• “What comes to mind when you hear about …

‘Martech’?

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Your themes

• Omnichannel strategy

• Mobile UX strategy

• Practical digital transformation advice

• Artificial Intelligence opportunities

• Selecting the right martech stack

• + Anything else on your mind!

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Omnichannel marketing opportunities

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Mobile UX strategy

• What are the pros and cons of the emerging techniques:• AMPs: Accelerated mobile Project Pages (AMPs)

• PWAs: Progressive Web Apps + Headless E-commerce options

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Poll – what are your plans for transformation?

• A: No plans to run a transformation programme

• B: Planning a programme within 12 months

• C: Just started (within 2 years)

• D: Mature programme (in place for 2 years)

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Where are you on your digital transformation journey?

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Source article: 15 applications of AI

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Poll

Q. Which of these AI techniques is giving you the best ROI?

• None

• Chatbots and Livechat

• Segment-based personalization on email marketing

• Personalization on website

• Data mining and next best product recommendationsbased on Machine Learning

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Martech opportunities – systems and insight

Download: http://bit.ly/smartdigitaltools

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Martech opportunities – systems and insight

Download: http://bit.ly/smartdigitaltools

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How many structured experiments does your business run each month?

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Q. Omnichannel strategies

• Given the many potential omnichannel touchpoints, how should businesses ensure they deploy the right martech and comms to gain competitive advantage?

• Integration is a challenge and often this is down to ownership – who do you think should own the experience and engagement comms, e.g. CMO, CCO, CIO, Brand, etc

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Q. Mobile UX

• There is a lot of hype about new technologies like AMP, PWAs and Headless E-commerce

• How important are these practically – to increasing visitor acquisition and conversion rates?

• What examples prove the value of adopting this tech and others relevant for the mobile online or in-store experience?

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Q. Practical digital transformation

• What are the most common mistakes you’ve seen and how could they have been avoided?

• How and where should improving martech fit into transformation projects?

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Q. Artificial Intelligence

• Give use examples of how AI has proven ‘disruptive’ in different sectors to increase profit?

• How to review / prioritise the many options?

• Select ‘Quick Wins’ to demonstrate the case?

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Q. Martech stack

Given the number of ‘use cases’ and applications…

• How do businesses• ‘Take the marketing cloud vs best-of-breed’ decision / make

the case for a cloud solution?

• Ensure they have the right types of insight to support users?

• Plan their roadmap?