Future-Proofing Your Marketing Technology StackDavid Raab, Principal, Raab Associates In partnership with Tealium

© 2016 Tealium Inc. All rights reserved. | 1

© 2016 Tealium Inc. All rights reserved. |

© 2016 Tealium Inc. All rights reserved. |

Challenges Faced by Today’s Marketer• 3,874 marketing technology solutions (3500

vendors) reside on a single 16x9 slide - Scott Brinker’s ‘2016 Marketing Technology Landscape Supergraphic’ - representing 87% growth year over year.

• Nearly 40% of digital marketers recently surveyed use 6-9 different marketing technologies in a given month. (gShift – June 2016)

• Only 9% of marketers have all of the marketing technology they need, and fully utilize it. (Ascend2, August 2015)

© 2016 Tealium Inc. All rights reserved. |

Evaluation - New Technologies

SOURCE: TechValidate Survey, Q2 2016.

How frequently does your organization evaluate new marketing technologies?

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Deployment - New Technologies

SOURCE: TechValidate Survey, Q2 2016.

How frequently does your organization deploy new marketing technologies?

© 2016 Tealium Inc. All rights reserved. |

Level of Difficulty - Deployment

SOURCE: TechValidate Survey, Q2 2016.

How would you rate the current level of difficulty for acquiring and deploying new marketing technologies?

© 2016 Tealium Inc. All rights reserved. |

Current Approach - Planning

SOURCE: TechValidate Survey, Q2 2016.

How would you describe your current approach to marketing tech planning?

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Top Priority – Marketing Objective

SOURCE: TechValidate Survey, Q2 2016.

What would you classify as the top priority of your current marketing organization?

© 2016 Tealium Inc. All rights reserved. |

Top Priority – Marketing Tech

SOURCE: TechValidate Survey, Q2 2016.

What would you classify as the top priority for new marketing tech investments?

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Today’s PresenterDavid RaabPrincipal, Raab Associates Inc.• Advises consumer and business marketers on

marketing processes, analytics, technology and vendors

• Consults on product and business strategy with industry vendors

• Has written hundreds of articles and blog posts on marketing technology

Marketing Technology Keeps Changing

Year Cutting Edge Technology30000 BCE

cave paintings

Marketing Technology Keeps Changing

Year Cutting Edge Technology30000 BCE

cave paintings

1986 direct mail1996 email2006 desktop Web2016 mobile

Waterfall DownBusiness Strategy

Marketing Strategy

Marketing Programs

Functional Requirements

Architecture Components

System Requirements

Waterfall DownBusiness Strategy

Marketing Strategy

Marketing Programs

Functional Requirements

Architecture Components

System Requirements

One Word: Modularity

One Word: Modularity

Modular Functions-Assemble customer data-Planning, budgeting, evaluation-Build and manage content-Select customer treatments-Deliver messages

One Word: ModularityModular Requirements-Open APIs-Flexible data model-Real time execution-Cloud-based (maybe)

Getting Organized

Getting Organized

- Integration-first technology vision-Shared decision methods-New staff skills-Cross-department process-Technology evaluation methods-Change-friendly mindset

What’s Different?

Flexible-first Efficiency-firststart with architecture

goalmarketing programs

end with component criteria

architecture design

components change often rarelyselect minor components on

function compatibilityw/major

staff & processes

dynamic fixed

tech acquisition on-going infrequent

What’s Different?

Architecture OptionsAPI Hub Customer

Data PlatformMarketing

CloudIntegrated

SuiteData

Decisions

Delivery

Summary• Technology change is here to stay• Traditional methods can’t cope• Future success requires flexibility• Flexibility requires changes in

organization as well as architecture• Flexible-first options are available if

you know where to look

Thank You

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David Raabdraab@raabassociatesinc.com@draab

www.tealium.com@tealium