Heavyweight Martech Debate
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Scott Brinker is the force behind the popular blog ChiefMartec.com, and has been chronicling the growth of marketing technology through his annual landscape super graphic. Mayur Gupta is widely recognized as one of the first-ever Chief Marketing Technologists. Together, they are two of the world’s most respected authorities on marketing technology and its impact on business. In this event, they will join forces for the first time to debate a number of hot topics they consider crucial to the future of marketing.
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Heavyweight Martech Debate
- 2. Housekeeping • Today’s format • Please ask questions at the end of each round • Please share via our webinar hashtag #MarTechDebate • This webinar will be recorded • Let’s have some fun! #MarTechDebate
- 3. 3 ABOUT ENSIGHTEN 2009 Year Founded 400+ Customers 9 Patents Leader in Enterprise Tag Management and Omni-Channel Data Services > Enterprise Tag Management Rapidly deploy, scale, optimize, and operationalize the marketing technology stack > Mobile App Deployments Deploy third-party analytics and get out-of-the-box customer lifecycle metrics > Omni-Channel Data Collection Collect data from all digital interactions; use that data to personalize user experiences and deliver richer insights
- 4. ERIK BRATT VP Marketing, Ensighten @erikbratt SCOTT BRINKER Co-founder & CTO, ion Interactive @chiefmartec MAYUR GUPTA SVP, Head of Digital Healthgrades @inspiremartech Today’s Speakers #MarTechDebate
- 5. ROUND 1 Who should own marketing technology? Should it continue to be rooted in marketing, or is this something that needs to be managed in a cross-enterprise way? #MarTechDebate
- 9. Always-On Partnership between Marketing & IT Throughout the lifecycle DISCOVER DEFINE DEVELOPMENTDESIGN LAUNCH OPERATIONS MARKETING TECHNOLOGY VISION, STRATEGY & ROADMAP INFORMATION TECHNOLOGY ARCHITECTURE, DESIGN & SERVICES Ideation Tech Strategy Brand Approvals Scope & Definition Technology Stacks Partnerships Tech Design & Plans Security & Infra Develop & Build Testing Performance Deploy & Monitor Launch Support & Scale Ongoing Services Healthgrades Omni-Channel Solutions9
- 10. Always-On Partnership Marketing & IT continually swap roles between LEAD and CONSULTANT based on the focus areas Healthgrades Omni-Channel Solutions 10 Enterprise Technology Capabilities Security & Infrastructure Product Platform & Development Best-Of-Breed Cloud Based Platforms Technology Strategy & Vision Driving Use & Measuring ROI DRIVER INFORMATION TECHNOLOGY CONSULT DRIVER MARKETING TECHNOLOGY CONSULTALWAYS ON PARTNERSHIP 24
- 11. ROUND 2 Should marketers be accountable for the ROI of technology itself? If so, how do you begin to do that? #MarTechDebate
- 12. Measurability != Accountability != Attribution != ROI
- 13. Source: “Digital Factory: Cracking the Code to Success”, Accenture, 2016
- 14. ROUND 3 Do we need a ‘marketing OS,’ i.e., an intelligent wrapper around the tech stack to help unify disparate elements and orchestrate better experiences? #MarTechDebate
- 17. 17CRM DB CONTENT SYNDICATION DATA INTEGRATION & MATCHING INSIGHTS & SEGMENTATION RULES & DECISION MAKING UNIVERSAL CONSUMER PROFILE UNIVERSAL TAG MANAGEMENT CALL CENTER WEB ANALYTICS CROSS CHANNEL ANALYTICS SOCIAL ANALYTICS DIGITAL ASSET MANAGEMENT (DAM) WEM/CMS SOCIAL PLATFORM PROGRAMMATIC EMAIL/SMS UNIVERSAL CONSUMER PROFILE UNIVERSAL CONSUMER PROFILE DMP-AMP PLATFORM BI & ANALYTICS CROSS CHANNEL ANALYTICS DISPARATE DATA SOURCES DATA CONTEXT CONTENT ANALYTICS SEAMLESS EXPERIENCE Marketing Automation BI Analytics & Reporting Data Integration & Matching DMP PROGRAMMATICSocial PlatformsWEM/CMS Email SMS Enterprise Tag Management Digital Asset Management Direct Mail EmailFacebook Twitter .COM/LPDisplay Ads SEO SMS/IVRApps PREDICTIVEMODELING UNIVERSAL CONSUMER PROFILE PERSONALIZATION CONTEXTUALIZATION RETARGETING CUSTOM – BUSINESS LAYER & SERVICES HG BUSINESS COMPONENTS CO-HORTS LOOK ALIKES SEGMENTATION KENSHOO CONDUCTOR
- 18. TECHNOLOGY STACK ACTIONS INSIGHTS PRIVACY TMS DATA LAYER SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT ONSITEOFFSITEOFFLINE WEBSITE APPAPP APPLICATIONS
- 19. 19
- 20. ERIK BRATT VP Marketing, Ensighten @erikbratt SCOTT BRINKER Co-founder & CTO, ion Interactive @chiefmartec MAYUR GUPTA SVP, Head of Digital Healthgrades @inspiremartech Thank you! #MarTechDebate
Editor's Notes
- The question on Marketing & IT --- how it’s not about one or the other but how they go along through the journey
- This slide focuses on the RED lines --- what is really lacking in the need for a connected ecosystem, the machinery
- In an ideal world, you would like to shift that paradigm and align these marketing technologies to only 2 objectives: 1. The consumer need and desire 2. The business problem that you need to solve Nothing else really matters