Building Your Ultimate Marketing Stack By Travis Wright

transcript

The Marketing Technology Conference March 21, 2016

Building Your Ultimate MarTech StackTravis Wright | Chief Marketing Technologist | CCP Global | @teedubya | @TheCMTO

#MARTECH

Who is this Travis Wright dude?

@teedubya

• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP Global • Tech Journalist for CMO.com, MarketingLand, Business.com & others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Hosting Venture Beat’s “VB Engage” podcast launching in April.• 2-Time MarTech Conference Speaker

#DMS2015ccpglobal.com/martechconf @teedubya

@teedubya#DMS2015ccpglobal.com/martechconf @teedubya

Who is this Travis Wright dude NOT?

@teedubyaccpglobal.com/martechconfccpglobal.com/martechconf @teedubya

@teedubya#MARTECHccpglobal.com/martechconf @teedubya

@teedubya

BuzzSumo @buzzsumo http://buzzsumo.com

this is a social event

#MarTech

ccpglobal.com/martechconf @teedubya

@teedubya

$11,222,000,000ccpglobal.com/martech @teedubya

Ghostery @ghostery http://ghostery.com

@teedubyaccpglobal.com/rockitccpglobal.com/martech @teedubya

@teedubya#MARTECHccpglobal.com/martech @teedubya

Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya

Build Your Marketing Technology Stack

Startup – SMB – Enterprise – NonProfit – ECommerceAre You a…?

Easy to Use Marketing Stack Configurator

• Customize layers and look

• Annotate each element– Function– Spend– Performance– IntegrationCabinetM @cabinetM http://cabinetm.com

ccpglobal.com/martech @teedubya

Account Based MarketingAd NetworkAdvertiser Campaign ManagementAttributionAudience ResponseBrand AdvocacyBusiness IntelligenceCall TrackingCampaign ManagementContent MarketingConversion Rate OptimizationCross-Channel AdvertisingData Management Platform (DMP)Demand GenerationDemand Side Platform (DSP)Digital AnalyticsDigital Analytics - Web CMS SuitesDigital SignageDisplay AdvertisingEmail MarketingEmail Marketing: Best of BreedEmail Marketing: SuitesEvent ManagementEvent Management Platforms

Event PlanningEvent Registration & TicketingGameification & LoyaltyKioskLead CaptureLead GenerationLead IntelligenceLead MiningLead ScoringMarketing AutomationMarketing Resource ManagementMedia and Influencer TargetingMedia MonitoringMobile AdvertisingMobile AnalyticsMobile App AnalyticsMobile App OptimizationMobile Crash ReportingMobile Event AppsMobile MarketingNative AdvertisingOnline Community ManagementOnline Review ManagementOrganic Search Marketing

Other Digital AdvertisingOther Event ManagementOther Lead GenerationOther Public RelationsPR AnalyticsPredictive AnalyticsPress Release DistributionPrint FulfillmentPublic Relations (PR)Publisher Ad ManagementSearch AdvertisingSearch MarketingSearch Marketing - Web CMS SuitesSocial AdvertisingSocial AnalyticsSocial Media ManagementSocial Media MgmtSocial Media MonitoringSocial Media SuitesSupply Side Platform (SSP)Video AdvertisingVisitor Identification

Building an Open “Bus” Architecture MarTech Stack

@teedubya

Open Bus MarTech Architecture

ccpglobal.com/martech @teedubyaTag Management System

Tag Management Brings Order to Marketing Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead NurturingMarketing Automation

Voice of Customer

Analytics

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

@teedubya#MARTECH

Source: Tealium

Tag Management Options

If you’re a Startup or SMBccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya

Data Layer

Audience Profiles

Audience Actions

Audience Analytics

Tealium @tealium http://tealium.com

ccpglobal.com/martechconf @teedubyaSignal @signal http://signal.co

Benefits

• “Siloed” solutions enhance one another

• Collect, Own and Act on your data everywhere

• Leverage Best-of-Breed solutions without vendor lock-in

• Omni-channel profiles

• Single line of code• Data onboarding &

syndication• 100% of technologies

supported

ENSIGHTEN DATA LAYER (EDL)Standardize and control data across all 3rd party clouds, platforms and tools

AGILE MARKETING PLATFORM (AMP)Hybrid Client-Server Technology

Data Collection & Activation

ributi

Tag Management & Testing

Ensighten @ensighten http://ensighten.com

• Data is the Lifeblood for Digital Marketing

• Synchronized Data Definitions• Standardize and control data

distribution to partners & vendors• Better visitor attribution and

personalized insights

What is a Data Layer?

ccpglobal.com/martechconf @teedubyaAdobe DTM @AdobeMKTGCloud http://adobe.com

Tag management

Contextual Experience Management

Permission-Based Workflows

Rules-Driven Tag Execution

Data Distribution Management

Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya

• Ask & Answer the right questions

• Integrate marketing strategies

• Optimize your marketing mix

• Know your audience

• Recognize your customer

• Personalize customer journey

• Create a better user experiences

Data-Driven Marketing Making Smarter & More Impactful Decisions

Google Accelerated Mobile Pages https://www.ampproject.org

Monetate @monetate http://monetate.com

Ensighten Mobile Tag Management https://www.ensighten.com

Conversion Optimization

Look at your assets as Layers, Dimensions & Decisions

Adobe @AdobeMktgCloud http://adobe.com/target

Optimizely @optimizely http://optimizely.com

Maxymiser @maxymiser http://maxymiser.com

Monetate @monetate http://monetate.com

DMP: a Data Management Platform is a cross between ad servers and customer relationship management platforms

RTB: Real-Time Bidding is an automated, scaled process for buying and selling display ad impressions, where marketers bid on impression based on their interest in a web visitor.

DSP: Demand Side Platform facilitates real-time bidding on multiple RTB exchanges, which are brokers for ad inventory for 1000s of publishers.

SSP: Supply Side Platform is the underlying technology that makes RTB exchanges possible. Inventory from publishers receive the highest “market value” for their ad inventory.

Data + Ad Networks

@teedubya

ccpglobal.com/dmnews @teedubya

Adobe Audience Manager

DataLogix

Harness data explosion for better ad predictionsYesterday’s data

5 – 8 data points Every possible data point about a clickvs

Premature relationship of page views to purchase

probability

-20 -10 10 20 30 40 50 60

In depth seasonality and other insights

-20 -10 10 20 30 40 50 60

PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,

UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar

Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search

Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google

ADVERTISER SEASONALITYSCALING FACTORS USER

Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions

Today’s data

ccpglobal.com/martechconf @teedubyaQuantic Mind @quanticmind http://quanticmind.com

Week 3 4 5 6

63%70%

Not QuanticMind QuanticMindGross

Margin% Lift

ObservePoint @observepoint http://observepoint.com

NerdyData @nerdydata http://nerdydata.com

BuiltWith @builtwith http://builtwith.comccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya

@teedubya’s Mind Blowing Tools ccpglobal.com/martech

Connect on LinkedIn: http://linkedin.com/in/teedubya