to build or buy a marketing cloud by travis wright

The Marketing Technology Conference

August 19, 2014

To Build or Buy a Marketing CloudTravis Wright | Chief Growth Officer | MediaThinkLabs | @teedubya | @TheCMTO

#MARTECH

Who is this Travis Wright dude?

@teedubya

• Radio Disc Jockey at Age 13.

• Stand-up comedian since 1995.

• Web developer since 1996.

• Helped Roll out Superpages.com in 1997.

• SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.

• Military Intelligence and Russian Linguist in the US Army.

• Former Global Social Media Strategist – Norton / Symantec

• Chief Marketing Technologist – CCP Digital

• Tech Journalist for Technorati, Tech.co, MarketingLand, Salesforce & Adobe

• Host of Technorati’s Social Brands & Influencer Podcast

• @teedubya & @TheCMTO on Twitter

#MARTECH

Who is this Travis Wright dude NOT?

@teedubya#MARTECH

@teedubya#MARTECH

Who is this Travis Wright dude NOT?

@teedubya#MARTECH

http://leesmallwood.com/

@teedubya#smx

Business Relationship Optimization

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

Silos and Silos of Data

@teedubya#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

@teedubya#MARTECH

Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey

@teedubya#MARTECH

Obligatory Gartner 2017 CMO Quote

“By 2017 the CMO will Spend More on IT than the CIO.”

@teedubya#MARTECH

@teedubya#GrowthBeat

90% of people use multiple

screens sequentially.

@teedubya#MARTECH

• Beyond Integrated Marketing

• Cross-device, Omni-channel

• Real-time 1:1 Personalization

• Ownership of all Data

• Beyond Optimization

• Awesomeization

@teedubya#MARTECH

@teedubya#MARTECH

Source: Experian 2014 Digital Marketer Report

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

@teedubya#MARTECH

The Tech Giants Are Acquiring Marketing Clouds To Compete

@teedubya#MARTECH

What are Marketing Clouds?

• Acquired, non-integrated solutions

• Walled-gardens leave many

marketing technologies excluded

or unsupported

• Assembling a best-of-breed solution

demands you build-your-own

‘marketing cloud’ #BYOC

@teedubya#MARTECH

To Build, or not to Build: That is the question.

The Marketing Cloud is Getting Foggy

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

The Marketing Cloud Space is Kinda Stormy

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

Tag Management SystemTag Management System @teedubya#MARTECH

To Build: That is the Answer!

@teedubya#MARTECH

Tag Management Brings Order to Marketing Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead NurturingMarketing Automation

Voice of Customer

Analytics

Chat

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

Governance playbook is outdated and can't possible prepare teams for every

possible scenario

”No time to discuss this as a committee, kid!"

@teedubya#MARTECH

• 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?

@teedubya#MARTECH

Data Chaos Digital Marketing Agility

Retargeting

Analytics

Before

OptimizationAd Serving

Media

Disjointed data

collection

OptimizationAd Serving

AnalyticsRetargeting

Data LayerData Layer

Media

Centralised

data collection

After

@teedubya#MARTECH

Forrester Calls This Trend….The Age of the Customer

“Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.”

@teedubya#MARTECH

• Title

• Time in the job

• Works directly with

• Daily tasks

• Responsibilities

• Likes/dislikes about job

• Frustrations

• Pressures

• Concerns

• Needs

• Role in buying process

• Buying stage

• Drivers

UNDERSTAND YOUR BUYERS PERSONAS

@teedubya#MARTECH

• Interview Current Customers

• A/B Testing

• Try Progressive Profiling

• Study Your Web Analytics

• Leverage Your Competition

• Use LinkedIn and other

Industry Networks

• Go to Events

RESEARCH YOUR BUYER PERSONAS

@teedubya#MARTECH

@teedubya

Up Close and Persona http://UpCloseAndPersona.comUp Close and Persona http://UpCloseAndPersona.com

@teedubya

Facebook Graph Search opens up many different opportunities, BRO.

@teedubya

Facebook Graph Search opens up many different opportunities, BRO.

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

#MARTECH @teedubya

@teedubya#MARTECH

@teedubya

@teedubya#MARTECH

@teedubya#MARTECH

@teedubyaSearchSocialSummit

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya#MARTECH

#SIC2013 @teedubya

Unify Your Data at the Sourceor

…You could always get all your vendors on a conference call

Not all data has been yours or was unified

Missing data

• Ad impressions

• Social interactions

• Video consumption

Disjointed owned data

• Website analytics

• Mobile tracking

• Email data

Improve marketing agility with data ownership

• Collect rich online data

• Make data first party to you

• Switch vendors, keep the data

Advanced Techniques Required To Optimize For Omni-Channel

Personalization & Attribution

U.S. retailers lose nearly

$100 billion each year

from poorly executed

cross-channel marketing

efforts.

Source: DataMonitor

@teedubya#MARTECH

#SIC2013

#SIC2013

AGILE

#SIC2013

NOT AGILE

@teedubya

PLATFORM: Combine Any Solution in an Open Cloud

@teedubya#MARTECH

• Don't restrict marketing agility by being

vendor-locked in a closed cloud

• No single closed cloud can solve all your

marketing use cases

• Unlock all options to find the best fit for your

business

• Take advantage of the best "primo TAG-lio"

digital marketing solutions in the industry

DATA: Unify Marketing with Data Ownership

@teedubya#MARTECH

• Assemble your own data layer to unify

and enrich all your marketing solutions

• Ensure data quality, consistency, and

privacy across all vendor solutions

• Standardize and share visitor profiles

and actionable segments across your

cloud

• Break down marketing program silos &

unify teams with coordinated data

CUSTOMER: Focus on the Customer Journey

@teedubya#MARTECH

• Establish a 360 degree view of your customer

across all channels and devices

• Assess customer value to optimize marketing

spend and personalize offer depth

• Build relationships by engaging in omni-

channel 1:1 conversations with your

customers

MARKETING: Take Real-Time Action

@teedubya#MARTECH

• Batch processing of data inhibits

marketing agility and effectiveness

• Manage data in real-time to take

real-time, intelligent action

• Coordinate marketing decisions and

interactions across solutions

• Improve ROI with relevent offers

and content

@teedubya

Maxymiser @maxymiser http://maxymiser.comMaxymiser @maxymiser http://maxymiser.com

@teedubya#MARTECH

Monetate @monetate http://monetate.comMonetate @monetate http://monetate.com

@teedubya#MARTECH

DemandBase @demandbase http://demandbase.comDemandBase @demandbase http://demandbase.com

@teedubya#MARTECH

Demandbase solutions

add value and insight to

the technologies you

already use.

LiveRamp @liveramp http://liveramp.comLiveRamp @liveramp http://liveramp.com

@teedubya#MARTECH

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

<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>

Pri

vacy

Pu

lse

On

e

Data Collection & Activation

Ap

ps

Ma

rke

t

Ma

na

ge

Mo

bile

Info

rm

Att

rib

uti

on

Tag Management & Testing

Ensighten @ensighten http://ensighten.com

Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com

@teedubya#MARTECH

Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com

@teedubya#MARTECH

Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com

@teedubya#MARTECH

ObservePoint @observepoint http://observepoint.comObservePoint @observepoint http://observepoint.com

@teedubya#MARTECH

NerdyData @nerdydata http://nerdydata.comNerdyData @nerdydata http://nerdydata.com

@teedubya#MARTECH

@teedubya

importio @importio http://import.ioimportio @importio http://import.io

@teedubya#MARTECH

@teedubya#MARTECH

@teedubya

Advocate Technology Platforms

@teedubya#kciabcbcs

@teedubya

BuzzSumo @buzzsumo http://buzzsumo.comBuzzSumo @buzzsumo http://buzzsumo.com

@teedubya

@teedubya

TrackMaven @trackmaven http://trackmaven.comTrackMaven @trackmaven http://trackmaven.com

@teedubya

RivalIQ @rivaliq http://rivaliq.comRivalIQ @rivaliq http://rivaliq.com

http://socedo.comhttp://socedo.com

Get Little Bird @getlittlebird http://www.getlittlebird.comGet Little Bird @getlittlebird http://www.getlittlebird.com

@teedubya

Data.com @data http://data.comData.com @data http://data.com

@teedubya

@teedubya

Open Graph www.ogp.me

Percolate www.percolate.com

Social Bro www.socialbro.com

HARO www.helpareporter.com

Muck Rack www.muckrack.com

GroupHigh www.grouphigh.com

Buzzstream www.buzzstream.com

17 Content Templates bit.ly/17templates

Twitter Cards www.dev.twitter.com/cardsSimplyMeasured www.simplymeasured.com

The Advanced Guide to Content Marketing

bit.ly/advcontent

@teedubya

17 Killer Content Templates: bit.ly/17templates

Twitter Chat Master List: http://bit.ly/TwitterChatMaster

Feature your Brand on Tumblr: http://brands.tumblr.com

Complete Guide to Twitter Cards: dev.twitter.com/docs/cards

The Advanced Guide to Content Marketing: bit.ly/advcontent

AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource

Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools

The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/

Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj

The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/

The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies

The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro

The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner

Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw

Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas

Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers

The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubya’s Mind Blowing Tools

ccpglobal.com/martech

@teedubya’s Mind Blowing Tools

ccpglobal.com/martech

@teedubya135

#SIC2013

@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com