Building The (Your) Marketing Stack

transcript

UNDERSTANDING

MARKETING TECHNOLOGY

Building The Marketing “Stack” And Understanding The Marketing-

Technology Infrastructure That Will Drive Results For Years To Come

Brought to you by:

“I Got Into Marketing Because I Don’t

Like Math Or Understand Technology! ”

If That’s True… I’m Sorry.”

The Fact Is

Marketing Has

Entered The

Age Of Big Data

and It’s Not

Going Away.

The Rationale For Marketing Technology

• Technology increases efficiency in your organization

• Fewer people, fewer resources, more scale

• Technology increases performance

• Optimization can be automated

• Fewer Resources + Higher Performance = Better Margin

The Evolution Of Marketing Technology

1450 – Moveable Type (Gutenberg)

1922– The birth of Radio advertising

1941– The birth of TV advertising

Source: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/

1967– Donovan Data Systems

1970’s– Data Warehousing is born

1994– The birth of Internet advertising

2013 – The Launch Of The “Marketing Stack”

The 90’s

- CMS goes live for publishing

- Website analytics are born

- Cookies are standardized

- Ad Networks & Exchanges

- Data Exchanges & DSP’s

- DMP’s and Data Activation

- Ad Serving is created

The Evolution Of Marketing Technology

1450 – Moveable Type (Gutenberg)

1922– The birth of Radio advertising

1941– The birth of TV advertising

Source: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/

1967– Donovan Data Systems

1970’s– Data Warehousing is born

1994– The birth of Internet advertising

2013 – The Launch Of The “Marketing Stack”

The 90’s

- CMS goes live for publishing

- Website analytics are born

- Cookies are standardized

- Ad Networks & Exchanges

- Data Exchanges & DSP’s

- DMP’s and Data Activation

- Ad Serving is created

This is the first time a

marketer can truly

understand “which

half” of their marketing

is working”. It gets

exciting right here!

This Is The Birth Of The “Buddy Relationship”

CMOCTO

Even The Development of the CMTO

BUT WHY IS THIS SO

IMPORTANT?

More Marketers Are Interested In Finding Ways

To Leverage Technology For Marketing

Source: Radar Research and BlueKai 2012

There Are Many Use Cases For Marketers That

Require Centralized Management With Data

And Cross-Channel Usage Is Key

SO WHAT EXACTLY DOES THE

“MARKETING STACK” LOOK LIKE?

There Are Enterprise Solutions For Most

Of Your Business… Why Not Marketing?

•i.e. Oracle

•i.e. SAP

Finance & Operations

•i.e. NetSuite

•i.e. WorkDay

•i.e. Salesforce

•i.e. Success Factors

•i.e. Taleo

Marketing

The Marketing Stack Is Comprised Of

Two Primary Consideration Elements

• Data vs. Execution

• Inbound vs. Outbound

Data vs. Execution

• Data refers to the layer of signals being amassed by various

interaction touchpoints, or engagements, and understanding how to

organize and activate them.

• Execution refers to ways in which those marketing touchpoints are

launched, managed, and optimized using data.

Inbound vs. Outbound

• Inbound = Owned

• Your Site

• Your CRM

• Your Blog

• Your Retail Store

• Outbound = Earned, Paid

• Social

• Viral

• Advertising

• Optimization

The Marketing Stack Architecture

- Cloud Based, Enterprise SaaS

OutboundInbound

Execution (Optimization)

Site Analysis & Optimization

1st Party & 3rd Party Tag Management

Reporting

Attribution

Ad Serving & Ad Trafficking

Dynamic Creative

Ad Exchange or DSP

Inventory Management

(Publishers)

Data Management

Data Activation

(Sharing & Control)

Data Access

The Marketing Stack Architecture

(3rd Dimension = Offline Vs. Online)

OutboundInbound

Execution (Optimization)

Site Analysis & Optimization

1st Party & 3rd Party Tag Management

Data Management

Data Activation

(Sharing & Control)

Reporting

Attribution

Ad Serving & Ad Trafficking

Dynamic Creative

Inventory Management

(Publishers)

Ad Exchange or DSP

Data Access

Note: This online vs.

offline thing might take

some time to work

itself out…

WHAT DOES THE MARKETING

STACK REALLY LOOK LIKE?

The Marketing “Stack” Broadly Defined…

1st & 3rd Party Data Management

Cross-Channel Data Activation

Execution

Ad Serving

Reporting

Ad Verification

Brand Safety

Media Buy Mgmt

(Optimization)

Analytics & Attribution

Execution Partners (i.e. media placements)

The Marketing “Stack” At A More Granular

Level (For Those Whom It Applies To)

DataTag Management

Data Ingest

1st Party Data Mgmt

3rd Party Data Access/Management

Classification & Segment Creation

Data Out (Server to Server)

Data Portability

Audience Analytics

ExecutionMedia Analytics

Attribution

Ad Verification & Brand Safety

Media Inventory Reporting

Impression, Click, Conversion Reporting

Real Time Bid Management

Creative Serving (Dynamic or Not)

3rd Party Ad Serving

Ad Exchange Or SSP Management

Optimization Analytics & Attribution

And As For Reporting…

• Reporting is crucial in all elements of the stack

• The trick is finding a means to consolidate your

reporting into a single “dashboard”…

Data Refers To Activation

• The ability for your selected partner to be able to push your audience data profiles to ALL execution partners – not just a single solution.

Execution Refers To Logistics Of Informing All

Marketing Touchpoints With Audience Insights

Source: CoolInsights.Blogspot.com

Within Execution, There Is Optimization

• The continuous feedback loop of

• Reporting, Analytics and Attribution

TO GET STARTED… THE CORE OF

THE MARKETING STACK IS DATA.

Data As The “Glue” For Marketing

• Ties together all your efforts, both internal & external

• Informs all your efforts to maximize efficiency

• Ensures better performance by delivering targeted messaging

• Provides insight necessary for proper attribution models

Data Creates Customer Intelligence

• Without data informing all marketing interactions, you lack

customer intelligence. When you lack intelligence…

Data Must Be Separated From

Execution In Order To Be Maximized!

• Maximum efficiency in the marketing stack requires you to separate

the data layer from the execution layer to ensure you are not tied to

one execution vendor operating in a silo

• Your DSP should not provide your DMP as you are then unable to port

over learning and leverage audience profiles in other activity (i.e. site)

• If you compound the two layers, your data is locked into a silo and

unlocking that data will require additional partners (redundancy) and time

Step 1: Tag Management

• Identify a tag management solution for providing a

“container” for all your site tracking and data tags.

• Improves efficiency of your site

• Decreases time to turn around new tag implementation

• Recommend aligning with an all-in-one tag + data management

solution to ensure proper transfer of data assets to partners

Step 2: Data Management + Activation

• Identify a partner who has a high volume of server-to-

server connections within the advertising and marketing

eco-system to enable ease of activation

• Review data ingest process

• Ensure proper classification and taxonomy

• Review stats on data delivery + transaction volume to ensure

knowledge and experience in managing scale for customers

Step 3: The Networked Data Effect

• Determine if your preferred data solution works with both

marketers and publishers to ensure value in the

“networked data effect”

• Are they able to set up private exchanges between you and your

marketing partners to ensure maximum data utilization?

• Do they have experience in managing these kinds of relationships?

Step 4: Cross-Channel Infrastructure

• Ensure that your partner has the capability to deliver your

data across multiple channels, including

display, social, video, mobile, CRM and website

personalization tools• To maximize your investment in data, you must be able to leverage your

data sets across all partners with minimal effort

• Your custom segments should be able to be directly ported and shared

through direct connect with all partners in the execution layer

• Ensure your offline data can be ingested and activated in the same

manner

Step 5: Execution Layer Partnerships

• Focus your efforts on execution partners that are

experienced with the utilization of data• You want to inform all your marketing decision making with data

• The more you know about your customer, the more you can succeed

IF I GET PAST DATA, WHAT DO I DO

NEXT TO SET UP MY STACK?

The Execution Layer Has Many

Elements. Focus On A Small Partner List.

• You can easily become overwhelmed with all the potential

partners on the execution layer – focus is important.

• Go narrow and go deep

• Optimize and learn who your audience really is

• Understand the implications of optimizations

• Maintain control over your data in these relationships

• Only layer in what you need when you need it

• Not everyone needs all the elements at the beginning

• i.e. Ad Verification can wait if you have a small budget

Remember The Use Cases Most Commonly

Executed With The Marketing Stack

• Prospect Targeting (New Customers)

• Suppression Targeting (Remove Current Customers)

• Retargeting (Current Customers)

• Lookalike Targeting (Prospects)

• Site Personalization (Visitors)

• CRM (Message Delivery)

• Dynamic Creative Optimization (All)

DON’T OVERCOMPLICATE THIS. THINGS WILL

MAKE MORE SENSE AS YOU BECOME MORE

ADVANCED AS A MARKETER. IN THE INTERIM,

JUST TAKE “BABY STEPS” TO THE

DEVELOPMENT OF YOUR MARKETING STACK.

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