1 Introduction to MarTech World. Marketing technology is a general term for tech used to assist marketing teams in their work. The technology is mostly used in the sphere of digital marketing, and also for the optimization of offline marketing channels. Agenda 1. What’s Marketing Technology? 2. Benefit/Impact for stakeholders • Startup • Marketer • Digital Agency/Consultantcy • Software Company, Implementor • Analyst, Data Scientist • New job roles & responsibilities 3. Marketing Tech Evolution from Past to Future 4. Categories & Definition of Marketing Technology 5. Lesson Learned from Global Tech Stacks. 6. Strategize for Marketing Technology Implementation. (Business impact/ROI)
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Introduction to MarTech World.Marketing technology is a general term for tech
used to assist marketing teams in their work. The
technology is mostly used in the sphere of digital
marketing, and also for the optimization of offline marketing channels.
Agenda 1. What’s Marketing Technology? 2. Benefit/Impact for stakeholders • Startup • Marketer • Digital Agency/Consultantcy • Software Company, Implementor • Analyst, Data Scientist • New job roles & responsibilities 3. Marketing Tech Evolution from Past to Future 4. Categories & Definition of Marketing Technology 5. Lesson Learned from Global Tech Stacks. 6. Strategize for Marketing Technology Implementation.(Business impact/ROI)
• Performance-Based, It’s not about the ‘Big Bang’ campaign
• Career progression isn’t a linear game anymore
• Evolving for data aggregation
• Blurred the line between Digital agency vs Business Consultancy
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Impact for Digital Marketer
• Surfing the marketing apps tsunami
• Integration is the King
• New Marketing Role & Responsibility
• Transform marketing operation
• Better Understanding of Customer Insights
• Personalized and targeted marketing
• Improved measurement of marketing effectiveness
• AI, Machine Learning for Campaign prediction
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Business Product OwnerRoadmap, Prioritize Task, Budget Allocation
Champions / Super UsersPilot projects, Adoption, Scale Out, Find Change Agent
Business Analyst Evaluate Platform Valuation, Cost per Transection
Data Engineer/Architect Data Governance/Policy, Enrich, Aggregate, Consolidate
Modeling, Lead Structure, Scoring
Impact for New Roles & Responsibilities ?
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Marketing Cloud Administrator Centre, Co-ordinator
Developer Customization, API
TestersNo compromise !!!
Impact for New Roles & Responsibilities ?
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Impact for Analyst, Data Scientist
• Working with high volume, and multi-platform data
• Corporate need to understand the customer decision journey, drive engagement and cross-sell products.
• New opportunity form market research analyst such as study market conditions, consumer behavior and
monitor competitor activity
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Enterprise integration evolution
CX Appeal: Technology to Keep Your Customers Coming Back for More By Gerry Murray https://www.slideshare.net/MarTechConf/cx-appeal-technology-to-keep-your-customers-coming-back-for-more-by-gerry-murray/34
Model1: point to point
22CX Appeal: Technology to Keep Your Customers Coming Back for More By Gerry Murray https://www.slideshare.net/MarTechConf/cx-appeal-technology-to-keep-your-customers-coming-back-for-more-by-gerry-murray/34
Enterprise integration evolutionModel 2: hub and spoke (master data management)
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“New technology is not good or evil in and of itself. It's all about how people choose to use it.”
David Wong
Marketing Technology Evolution from Past to Future
เชน่ Global Enterprise ที?ม ีwebsite ในแตล่ะประเทศ ไมเ่หมอืนกนั สามารถรวม Session cross-domain ไดแ้บบ Unique User-ID 5. 360 สามารถ Querying raw data ออกมาไวท้ี? Google Bigquery ได ้
6. 360 จะรองรับ Data driven attribution อธบิายครา่วๆ Data Model ที?ใชก้นัประจําคอื - Last interaction - Last non-direct interaction - Last Click - First Interaction - Linear - Time Decay - Position Based 7. 360 สามารถ intragrate กบั DoubleClick integration เหมาะสําหรับบรษัิทที?มยีอด spend media ผา่น DoubleClick เยอะๆครับ 8. Data freshness ระยะเวลาที?ดึง data ล่าสุดมา 360 จะใช้เวลาไม่เกิน 4 ชั?วโมง
#สรปุ สําหรับ Web ที?ม ีsession ไมเ่กนิ 20,000/day, ซืPอ Media DoubleClick ไมถ่งึ 1ลา้นบาทตอ่ปี ใชข้องฟรกี็น่าจะเพยีงพอ (configuration ถกูตอ้ง ครบถว้น)
Automate lead syncing Integration platforms as a service (iPaaS) Connect data from multiple disparate systems Facilitate extract, transform, and load processes Streamline campaign performance tracking Assign tasks, track and score leads
Heat Maps Software Heat maps and in-page analytic software report on how web visitors behave when interacting within a singular web page on a website. Marketers and web developers use heat maps and in-page analytics to visualize where on a web page visitors click, hover, and scroll. Heat maps visually represent the recorded clicks and mouse movements of the website visitor, and create in-page data for marketers and UI/UX designers to analyze. This information shows how well or poorly the page’s design draws the viewer’s attention and where designs can be improved, increasing engagement and conversion.
Best Landing Page Builders Landing page builders enable non-technical users to deploy web pages designed to drive visitors to a specific conversion goal. Landing pages are usually designed to convert visitors to one specific action like signing up for a newsletter or a free trial, or registering for a subscription service..
Inbound source -Was it a Google search? -Was it a click on one of your online advertising campaigns? -Was it an email you sent out to your prospect database?
Website activity -What pages have they visited? -Where did they start their journey? -What content have they viewed or engaged with?
Other systems - integrated with CRM system - call centre system - data management platform
1.Rules-based personalization set up rules based on various attributes and data-points, including
2. Journey-based personalization Mapping and personalizing your buyer’s journey, and providing your website visitors with content and an experience that is tailored to their mind-set and need at each point along their decision path, means they will be more engaged.
Journey-based personalization can be used most effectively by B2B companies with a long sales cycle, or by retailers where the purchase is more considered because of the expense.
- Looks at your product pages, you could give them a score of 5 - Looks at price pages, you could give them a score of 10 - Downloads a product information sheet or a case study, you could give them a score of 30 - Watches a product demo or video, assign a score of 40
CDPs (Customer Data Platforms) vs DMPs (Data Management Platforms)
CDPs work with both anonymous and known individuals, storing
PII “personally identifiable information” such as names, postal addresses, email addresses, and phone numbers
DMPs work with almost exclusively with anonymous entities such as cookies, devices, and IP addresses. Indeed, anonymity is essential to the DMP’s role as a way to exchange information about audiences without violating personal privacy.
Interactive Advertising Bureau (IAB) https://www.iab.com/
Recommendation Widgets
Cue #1 - This language is typically found above the listings in bold type: "You might also like" or "You might like", “Elsewhere from around the web" or "From around the web", "You may have missed", "Recommended for you”
Cue #2 - The name of the sponsor or the destination site is placed after the visual and/or the headline in the unit, noting that this format may contain both local and third-party content in the same overall unit
Cue #3 - If served via a third party, the technology provider may also include their company name or logo to further indicate to consumers that the content contained therein is not coming from the publisher. E.g., - Recommended by Outbrain
• Collect visitor information, like company and contact information, which can be managed using lists • Create customer profiles and criteria to filter
visitors that are more likely to be interested in buying • Alert and notify salespeople when new
opportunities are available • Integrate with sales and marketing solutions
such as CRM, sales effectiveness, and lead generation software (lead capture, lead scoring, and lead intelligence)
Connect with Employees/Custoner Provides a way to directly engage employees and drive actions in the workplace that will help them thrive
GamificationFun and Motivation Gamification, through challenges, points, and rewards, creates a fun experience and motivates employees to do more.
Data & AnalyticsMeasure and Assess Use detailed data and analytics to measure and assess engagement in employees, programs, and the organization.
Recognition
Recognition anytime Reach and empower all Employees wherever they are and recognize them to every task their done
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Track Progress As challenges are completed, the app keeps track of everything including point totals, challenges that are remaining, and an individual’s progress.
Rewards Give participants extra incentive or motivation to do more with custom mobile rewards that can be displayed automatically to participants when they have completed the challenges.
Crowdsourced Recognitionautomatically enables your organization’s community to voice who they want to recognize. And click K+ the “Like” button.
Kudos - iOS and Android apps both allow you to record video recognition.or upload your video as an attachment on the web application and your video will be seen in the wall for everybody
CrowdsourcedRecognition
Kudos automatically enables your organization’s community to voice who they want to recognize. And click K+ the “Like” button.
160 https://www.kudosnow.com/
Gamification & Loyalty Technologies
Custom Rewards
Custom Rewards is a feature that lets you custom select what items you’d like to put in a virtual catalog.
simply upload images, item descriptions, assign a point value and you're set!
KudosRewards® is preloaded with geographically appropriate eGift cards. When users redeem points, there’s no extra work or action for admins. Users log in to their Kudos account, select what eGift card they’d like and it’s automatically delivered via email with a redemption code.
Global Rewards for Global Companies
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Loyalty, Advocacy , Gamification
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Loyalty, Advocacy , Gamification
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Loyalty, Advocacy , Gamification
Custom Software
Find Vendor
Get Requirement Prioritize Phasing
Release Feature
Design reward & Recognition
Infrastructure Testing (Stress, Recurrent)
Off The Shelf Get Requirement Make a Payment Deployment
PRO
Suitable for Business situation / Pain point
designed to meet every requirement Connect with ERP software (Single Sing On) Competitive advantage over your competitors
CON
Endless customization
Large amount of investment
Don’t meet IT standardize
IT don’t have knowhow to MA
Waterfall Workflow
PRO
Quick to implement
Saas will have a proven track record
Broad adoption of the exact solution
CON
Don't meet all of business’s requirements
Further requirement as a New Feature Request
Data security issue
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Affiliate marketing is a performance-based advertising channel in which a business pays a commission for a lead or sale to one or more affiliates. The industry involves four players: brand, network, affiliate and the customer.
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” or “natural” search results on search engines.
1. Optimize your website(s) to best perform on the search engine result page (SERP)
2. Research best keywords to target in search marketing efforts
3. Conduct & Monitor on competitors’ strategies and keywords
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SEO marketing tool
Coding & Monitoring
Site Structure XML sitemap Indexation H1, H2, ALT
Off-Page SEO
high value backlinks Social signal strategy
Content & UX
Lower Bounce Rate
Paid and Organic Search Synchronization
On-Page SEO
KW strategy Existing Strategic KWFind new potential KW Internal linkage
Strategize for Martech Implementation. (Business impact/ROI)RACE model / Marketing Funnel
https://www.smartinsights.com/
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Strategize for Martech Implementation. (Business impact/ROI)
Sample Campaign
TVCBillboardSignage on BTS station
Paid Search Display AdsSocial media Ads
Event, Seminar
Email Blasting
Brochure, Direct Mail
Digital Behavior
Search “Brand term Search ”Product term” Visit corporate website Social Engagement
Click to website Signup to member Social Engagement New user acquisition
Pre-Registration AttendedSend email confirmation
Click to WebsiteRegistration Unsubscribe
Scan QR codeSearch ”Product term” Visit corporate website
Campaign Management
AD network Data management platformConversion rate optimization Customer data platform
Survey/Form Creation Online payment Ticket system Email automationCustomer data platform
Email automation SegmentationCustomer data platform
Customer data platformUTM generate
Key Measures
No. of brand term search volumeNo. of direct traffic during media launch Keyword mention in Social media
Session Pageview% of conversion % change of CPL
No. of MQLRevenue
Open/Click rateWebsite Session % of unsubscribe
Session Pageview% of conversion
Martec orchestration at REACH stage
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Strategize for Martech Implementation. (Business impact/ROI)
Sample Campaign
TVCBillboardSignage on BTS station
Paid Search Display AdsSocial media Ads
Event, Seminar
Email Blasting
Brochure, Direct Mail
Digital Behavior
Search “Brand term Search ”Product term” Visit corporate website Social Engagement
Click to website Signup to member Social Engagement New user acquisition
Pre-Registration AttendedSend email confirmation
Click to WebsiteRegistration Unsubscribe
Scan QR codeSearch ”Product term” Visit corporate website
Technologies Needs
Martec orchestration at REACH stage
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Strategize for Martech Implementation. (Business impact/ROI)
Sample Campaign
Product section on our Website
Chat bot
Facebook Page
Abandoned Cart Remarketing
Digital Behavior
Browse vary product Spending long time on page Return cookies / visitor
Engagement with our chat bot Send lead to sale person Send ticket support
Engage Like Comment Share
Leave site before make a payment Compare products in same categories
Campaign Management
Personalization A/B testing Creative optimization
Bot engine Lead routing CRM
Content creation Publish schedule Social Ads Competitor Research
Automate advertising Remarketing tracking code
Key Measures
Conversion Rate NO. of Lead AVG time on page
NO. of Lead Satisfaction score
Total reach AVG engagement No. Share Competitor benchmark
Increase conversion rate Increase revenue from return visitor
Martec orchestration at ACT stage
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Strategize for Martech Implementation. (Business impact/ROI)
Sample Campaign
Product section on our Website
Chat bot
Facebook Page
Abandoned Cart Remarketing
Digital Behavior
Browse vary product Spending long time on page Return cookies / visitor
Engagement with our chat bot Send lead to sale person Send ticket support
Engage Like Comment Share
Leave site before make a payment Compare products in same categories
Technologies Needs
Martec orchestration at ACT stage
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Factors to success in marketing tech implementation
Factor1. Define your business objectives.
Factor2. Convince Top Management to invest in Marketing Tech
Factor3. Get alignment from all stakeholders
Factor4. Select right vendors/Implementer
Factor5. Data stack vs Tech Stack
Factor6. Invest & sustain the training
Factor7. Think Iteratively and get quick wins used cases
Factor8. Preparation to evaluation Tech Investment
https://blog.marketo.com
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Factors to success in marketing cloud suitFactor1. Define your business objectives.
Race Model Goal KPI Specific objectiveand KPI target forspecific time periodYear/Quarter/Month
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Factors to success in marketing cloud suitFactor1. Define your business objectives.
Objectives Situation analysis or insight)
Strategies to achieve goals
Reach objective Acquire 50,000 new users on website
Growth forecast based on sales value in 2018 = 200MB ( 40 customers that converted from 40,000 New user on website )
Optimize average Cost per click Increase SEO keyword ranking for 30 strategic keyword.
Acquisition objective Increase Conversion rate session to lead > 0.5%
forecast based on average conversion rate in 2018 = 0.5%
Create special offer lead popup
Re-marketing advertising
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Factors to success in marketing cloud suitFactor1. Define your business objectives.
The key VQVC measures.
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Factors to success in marketing cloud suitFactor3. Get Alignment among Stakeholders
“sales management, sales operations, the CRM administrator, IT staff, and a webmaster or digital team”
Sale & Marketing • Ask Sales and Marketing to collaborate to define a lead-generation strategy • Build trust between Marketing and Sales is to make them accountable for the same goal • Define the strategy together such as Lead scoring, Lead generation metrics, MQL, SQL
Digital Marketing & IT • Digital Marketing & IT collaborate to design data warehouse structure • Collaborate define data governance, data structure & relational databases • Share key benefit between data engineer, data scientist & marketing analyst
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Factors to success in marketing cloud suitFactor4. Select right vendors/Implementer
Support offering What kind of support is offered? Is it part of the deal or at an extra cost? What resources are available on
demand? What type of training is provided? Are there active user groups established?
Functionality Think about what functionality will be required and how the system will be used. It is always best to
consider your longer term roadmap, if at all possible – don’t just think about the immediate requirements.
Reporting Do you have specific requirements? is your business heavily metrics-driven? do you want a suite of
standard reports? do you want to be able to write your own reports?
Customization Often organisations want the ability to customise software, but this can often cause more challenges in
the long run and increase the complexity and total cost of ownership. Think carefully about the pros and
cons of customisation vs. configuration
Integrations Will you need to connect with other systems (internal or external)? what does the integration landscape
look like?
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The Secret to a Genius Marketing Analytics Organization
Christi Eubanks, Managing Vice President, Gartner for Marketers, and Jonathan Gibs, Chief Data Officer, Gartner for Marketers, shared the secrets of how genius brands build their marketing analytics organizations.
“Genius organizations aren’t hiring more managers,”
“They’re hiring more people to get the work done.”
Christi Eubanks, CDO Gartner for Marketers
Factors to success in marketing cloud suit
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Factors to success in marketing cloud suitFactor5. Data stack vs Tech Stack
Christi Eubanks, Managing Vice President, Gartner for Marketers, and Jonathan Gibs, Chief Data Officer, Gartner for Marketers, shared the secrets of how genius brands build their marketing analytics organizations.
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Christi Eubanks, Managing Vice President, Gartner for Marketers, and Jonathan Gibs, Chief Data Officer, Gartner for Marketers, shared the secrets of how genius brands build their marketing analytics organizations.
3rd parties2nd partiesYour Partner
1st partiesYour Representative
Factors to success in marketing cloud suitFactor5. Data stack vs Tech Stack
Sample with Martech
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Factors to success in marketing cloud suitFactor6. Invest in knowledge!
Factor into your planning the time investment involved to help your new employees effectively onboard and gain skills
in this new marketing technology world
Upskill or hire new manpower • Strong analytics and tag-management technique • Building the most effective delays into email sequences • Logical thinking for marketing automation process • Action, decision, trigger in journey builder
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Factors to success in marketing cloud suitFactor6. Invest in knowledge!
Factors to success in marketing cloud suitFactor7. Think Iteratively and Get quick wins used cases
Get some quick wins to demonstrate to team and other business unit that we’re moving in the right direction
Communicate your successes. Ensure that others see you moving towards specific targets and that you’re hitting
those goals.Prove of concept & Quick wins uses cases • Increase No. of leads • New lead scoring model • Find propensity to buy signal • Increase return visitor to website
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Factors to success in marketing cloud suitFactor8. Preparation to evaluation Tech Investment
Customer lifetime value = ? Customer satisfaction value = ?
Total revenue growth from Digital channels = ? Upsell / Cross sell from Digital channels = ?
Customer acquisition cost = ?
% Total technologies cost.
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