the platform marketer stack - merkle inc....core technology focus areas marketing database connected...
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The Platform Marketer Stack
A Deep Dive into the Technology
Technology Infrastructure Key Foci
Integrate all platforms across known & unknown and non-interactive & interactive
Be able to facilitate data and decisions in both the interactive and non-interactive environments
Embed analytics in all environments
Solve for Identity and Experience to enable better marketing
Understand the known and unknown worlds
2
Core Technology Focus Areas
Marketing Database
Connected Recognition
Decisioning
Channel Specific Applications
Interactive Marketing Hub
The deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with a
machine learning layer that is able to systematically fine tune rules and algorithms.
The management and association of identity attributes
across all channels and media. The creation of a
longitudinal view of the experience a consumer has with a
brand: Event Stream.
An interactive marketing hub for anonymous and identified audiences and individuals from both the digital and traditional
marketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide data
and insights for execution of the marketing activities.
The core of the marketing environment including the customer data warehouse, marketing management, marketing
automation, and offline event management.
Insights Platform
Us
er
Ac
ce
ss
Co
ns
ole
The core analytics capabilities to provide insights to drive
marketing strategy.
3
3
Bottom of the Stack
Marketing Database
Connected Recognition
Decisioning
Channel Specific Applications
Interactive Marketing Hub
The deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with a
machine learning layer that is able to systematically fine tune rules and algorithms.
The management and association of identity attributes
across all channels and media. The creation of a
longitudinal view of the experience a consumer has with a
brand: Event Stream.
An interactive marketing hub for anonymous and identified audiences and individuals from both the digital and traditional
marketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide data
and insights for execution of the marketing activities.
The core of the marketing environment including the customer data warehouse, marketing management, marketing
automation, and offline event management.
Insights Platform
Us
er
Ac
ce
ss
Co
ns
ole
The core analytics capabilities to provide insights to drive
marketing strategy.
4
4
Connected profile of consumer data
Alias: MarketableDig
Handle: @MarketableTom
Name: Tom Malthus IP: 192.168.1.201
Address: 1001 Semblance Dr. Cookie: 49526F636B
DOB: 10.03.1965 Phone: 443.542.4000
Customer, prospect, and
event stream data is
connected, delivering
comprehensive view utilizing
1st, 2nd, and 3rd party data in
a standard data model.
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Longitudinal view of the experience
User ID Date Time Event ID Event Desc
1234 2/1/2012 DM437 DM Delivered
1234 2/2/2012 3:05 pm DI9076 Display Impression
1234 2/2/2012 3:06 pm CC068 Inbound Call Center
1234 2/2/2012 5:05 pm EM087 Sent Email
1234 2/2/2012 9:30 pm EM088 Opened Email
1234 2/2/2012 9:30 pm EM089 Clicked Email
1234 2/6/2012 9:00 pm PS674 Clicks Paid Search
1234 2/6/2012 9:15 pm Q8740 Completes Quote
User Event Table
Event Meta Data
Event ID EM088
Creative A2346 Trip of a Life Time
Offer OI92365 10% Off 7 Days
or More
Product P978 Destination
Vacations
DM Delivered
2/1/2012
Shown Display
Ad 2/2/12
3:05pm
Calls 800#
Requests Info
and gives email
2/2/12 3:06 pm
Clicks
Branded Paid
Search Ad
2/6/12 9:00 pm
Sent Email
2/2/12 5:05pm
Opens Email
2/2/12 9:30 pm
Completes
Reservation
on site
2/6/212 9:15 pm
A time-sequenced view of the consumer’s interaction with the brand, enabling the brand to understand and impact the customer experience moving forward.
6
Extending Audience Reach
Audience
Platforms
Name & address 3rd party cookie 3rd party segment Context
1st party cookie Device ID Geo-location Social ID / handle
Data Exchange
Cross Device
On-boarding
Ad Serving &
Tag Management
Identity
Management
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If I solve for identity and experience, I can …
Understand whom I am speaking with
Personalize and optimize the experience
Attribute the behaviors
Movers & Shakers
Family Matters
Mature Planners
Passives
Loners
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Marketing Data Warehouse
Identity Attributes Connected Identity Data Insights
Marketing Database
Connected Recognition
(cR) The management and association of
identity attributes across all channels
and media. The creation of a
longitudinal view of the experience a
consumer has with a brand: Event
Stream.
The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management.
Insights Platform The core analytics capabilities
to provide insights to drive
marketing strategy.
Marketing Automation
Marketing Management
Offline Event Management Customer Data Warehouse
Model
Attribute
Analyze
Customer
Performance
& Portfolio
Management Visualize
Standardize Hygiene Link
Identity Map Event Stream
Media Data Hub
Compiled
Event Stream
The traditional marketing database is here to stay, but it needs to adapt…
Ingest more digital data: The definition of identity needs to expand
• Social • Site
• Display • Mobile Embedded analytics
Promotion history must become consumer experience
Better connection to the digital world through improved data sharing paths
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Decision Management Business Rules Testing Optimization
cR CRM
Database
(CDW)
Interactive
Platform
(IMP)
Platform is built with embedded, integrated analytics and visualization technologies to seamlessly enable insight-driven decisioning.
• Attribution and MMO enablement
• Centralized measurement platform
• Segmentation management
• Standardized scoring frameworks
• Scenario planning and forecasting
• Analytics automation
Analytics Platform
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Top of the Stack
Marketing Database
Connected Recognition
Decisioning
Channel Specific Applications
Interactive Marketing Hub
The deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with a
machine learning layer that is able to systematically fine tune rules and algorithms.
The management and association of identity attributes
across all channels and media. The creation of a
longitudinal view of the experience a consumer has with a
brand: Event Stream.
An interactive marketing hub for anonymous and identified audiences and individuals from both the digital and traditional
marketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide data
and insights for execution of the marketing activities.
The core of the marketing environment including the customer data warehouse, marketing management, marketing
automation, and offline event management.
Insights Platform
Us
er
Ac
ce
ss
Co
ns
ole
The core analytics capabilities to provide insights to drive
marketing strategy.
11
11
Interactivity
A Marketer’s Definition:
Any marketing activity using data generated at any touch-point in conjunction with
existing data to make a real-time decision in order to enhance the consumer’s
experience.
Da
ta In
sig
hts
Existing Data Asset
Recognize Enhance Decide
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Interactive Marketing Hub
CC Display Search Social Mobile Site
Channel-specific interface
Da
ta
Insig
hts
Underlying technology architecture supporting channel-specific technologies enabling consistent, personalized customer experience across touchpoints.
Interactive Services Conductor
Recognition Event Optimization Personalization
Decision Services
Decision
Management
Business Rules
Algorithmic
Decisions Testing
Recognition Services
Identity Event
Data Management Layer
Anonymous Individual
Known Individual
Audience Profile
Audience
Management
Analysis &
Visualization
Data
Exchange
Da
ta
Insig
hts
13
Interactive Marketing Hub
CC Display Search Social Mobile Site
Channel-specific interface
Da
ta
Insig
hts
Underlying technology architecture supporting channel-specific technologies enabling consistent, personalized customer experience across touchpoints.
Interactive Services Conductor
Recognition Event Optimization Personalization
Decision Services
Decision
Management
Business Rules
Algorithmic
Decisions Testing
Recognition Services
Identity Event
Data Management Layer
Anonymous Individual
Known Individual
Audience Profile
Audience
Management
Analysis &
Visualization
Data
Exchange
Da
ta
Insig
hts
The Data Management Layer Must:
• Break out of the context of digital only • Have pointers to all aspects of identity and experience • Maintain PII Privacy • Enable all interactive channels and media • Getting the data into the DMP alone does not make marketing better
14
15
Interactive Marketing Hub
CC Display Search Social Mobile Site
Channel-specific interface
Da
ta
Insig
hts
Underlying technology architecture supporting channel-specific technologies enabling consistent, personalized customer experience across touchpoints.
Interactive Services Conductor
Recognition Event Optimization Personalization
Decision Services
Decision
Management
Business Rules
Algorithmic
Decisions Testing
Recognition Services
Identity Event
Data Management Layer
Anonymous Individual
Known Individual
Audience Profile
Audience
Management
Analysis &
Visualization
Data
Exchange
Da
ta
Insig
hts
The Decision Services Layer Must:
• Be able to recognize all forms of identity • React to consumer experience change in the offline and online world • Provide insights into any interactive channel or media • Drive marketing consistency across media and channels • Be flexible enough to handle rules, algorithmic, and machine learned decisions
Data Management vs. Interactive Marketing
Feature Data Management
Platform (DMP) Interactive Marketing
Hub (IMH)
Data Management
Audience Creation
Audience Extension
Audience Syndication
Rules Based Decisions
Model Based Decisions
Channel Integration
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cCRM Functional Reference Architecture
Data Data
Identity Attributes
Identity Attributes
Connected Identity
Connected Identity
Data
Data
Insights
Insights
Insights
Insights
Marketing Database
Media / Channel Specific Applications
Decisioning The deployment of the marketing tactics via a real-time
algorithm and business rules execution. This is coupled
with a machine learning layer that is able to systematically
fine tune rules and algorithms.
Connected Recognition
(cR) The management and association of
identity attributes across all channels
and media. The creation of a
longitudinal view of the experience a
consumer has with a brand: Event
Stream.
Interactive Marketing Hub A Data Management Platform for anonymous and
identified audiences and individuals from both the digital
and traditional marketing realms. This platform allows
you to evaluate, identify, and acquire new audiences for
marketing and provide data and insights for execution of
the marketing activities.
The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management.
Use
r A
cc
es
s C
on
so
le
Insights Platform The core analytics capabilities
to provide insights to drive
marketing strategy.
Data
Marketing Automation
Marketing Management
Offline Event Management Customer Data Warehouse
Model
Attribute
Analyze
Customer
Performance
& Portfolio
Management Visualize
Standardize Hygiene Link
Identity Map Event Stream
Media Data Hub
Compiled
Event Stream
Data
Audience Anonymous
Individual
Known
Individual
Function
Audience
Management
Analysis &
Visualization
Data
Exchange
Marketing
Rules Engine
Decision
Engine
Machine
Learning
Web Service API Pixel
Data Services
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Matthew Mobley
CMTO
443.393.2936
@MatthewCMobley