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The Marketing Technology Conference
March 21, 2016
Building Your Ultimate MarTech Stack
Travis Wright | Chief Marketing Te...
Who is this Travis Wright dude?
@teedubya
• Radio Disc Jockey at Age 13.
• Military Intelligence and Russian Linguist in t...
@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#MARTECHccpglobal.com/martechconf @teedubya
@teedubyaccpglobal.com/martech @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Ghostery @ghostery http://ghostery.com
@teedubyaccpglobal.com/rockitccpglobal.com/martech @teedubya
Ghostery @ghostery http://ghostery.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
Ghostery @ghostery http://ghostery.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
ccpglobal.com/martechconf @teedubya
Build Your Marketing Technology Stack
@teedubya#MARTECHccpglobal.com/martech @teedubya
Build Your Marketing Technology Stack
Startup – SMB – Enterprise – NonPro...
@teedubya#MARTECHccpglobal.com/martech @teedubya
Easy to Use Marketing Stack Configurator
• Customize layers
and look
• Annotate each
element
– Function
– Spend
– Performa...
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
ccpglobal.com/martechconf @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
Account Based Marketing
Ad Network
Advertiser Campaign Management
Attribu...
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
ccpglobal.com/martechconf @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
Building an Open “Bus” Architecture MarTech Stack
@teedubya
Open Bus MarTech Architecture
ccpglobal.com/martech @teedubyaTag Management System
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
Tag Management Brings Order to Marketing Chaos
A/B Testing Ad Networks
Affiliate Marketing
Email Marketing
Lead NurturingM...
Tag Management Options
If you’re a Startup or SMB
ccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya
ccpglobal.com/martech @teedubya
Data Layer
Audience Profiles
Audience Actions
Audience Analytics
Tealium @tealium http://tealium.com
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubyaSignal @signal http://signal.co
ccpglobal.com/martechconf @teedubya
Benefits
• “Siloed” solutions
enhance one another
• Collect, Own and Act on
your data everywhere
• Leverage Best-of-Breed
...
• Data is the Lifeblood for Digital
Marketing
• Synchronized Data Definitions
• Standardize and control data
distribution ...
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubyaAdobe DTM @AdobeMKTGCloud http://adobe.com
Tag management
Contextual Experience Managem...
ccpglobal.com/martechconf @teedubya
@teedubya#MARTECHccpglobal.com/martech @teedubya
Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
ccpglobal.com/martechconf @teedubya
• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• R...
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
Google Accelerated Mobile Pages https://www.ampproject.org
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Monetate @monetate http://monetate.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Ensighten Mobile Tag Management https://www.ensighten.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
CRM
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
Conversion Optimization
ccpglobal.com/martechconf @teedubya
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Look at your assets as Layers, Dimensions & Decisions
ccpglobal.com/martech @teedubya
ccpglobal.com/martech @teedubya
Adobe @AdobeMktgCloud http://adobe.com/target
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Adobe @AdobeMktgCloud http://adobe.com/target
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Optimizely @optimizely http://optimizely.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Optimizely @optimizely http://optimizely.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Maxymiser @maxymiser http://maxymiser.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
Monetate @monetate http://monetate.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
DMP: a Data Management Platform is a cross between
ad servers and customer relationshi...
ccpglobal.com/martechconf @teedubya
@teedubya
MAKESENSE?
ccpglobal.com/dmnews @teedubya
ccpglobal.com/martechconf @teedubya
Adobe Audience Manager
DataLogix
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
ccpglobal.com/martechconf @teedubya
Harness data explosion for better ad predictions
Yesterday’s data
5 – 8 data points Ev...
ccpglobal.com/martechconf @teedubya
Quantic Mind @quanticmind http://quanticmind.com
31%
63%
70%
105%
Week 3 4 5 6
Not Qua...
ccpglobal.com/martech @teedubya
ccpglobal.com/martech @teedubya
ObservePoint @observepoint http://observepoint.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
NerdyData @nerdydata http://nerdydata.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
BuiltWith @builtwith http://builtwith.com
ccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya
@teedubya’s Mind Blowing Tools
ccpglobal.com/martech
ccpglobal.com/martech @teedubya
Connect on LinkedIn:
http://linkedin.com/in/teedubya
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
Building Your Ultimate Marketing Stack By Travis Wright
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Building Your Ultimate Marketing Stack By Travis Wright

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From the #MarTech Conference in San Francisco, California, March 21-22, 2016. SESSION: The Ultimate Guide To Building Your Martech Stack. PRESENTATION: Building Your Ultimate Marketing Stack - Given by Travis Wright, @teedubya - CCP Global, Chief Marketing Technologist

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Building Your Ultimate Marketing Stack By Travis Wright

  1. 1. The Marketing Technology Conference March 21, 2016 Building Your Ultimate MarTech Stack Travis Wright | Chief Marketing Technologist | CCP Global | @teedubya | @TheCMTO #MARTECH
  2. 2. 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
  3. 3. @teedubya#DMS2015ccpglobal.com/martechconf @teedubya
  4. 4. Who is this Travis Wright dude NOT? @teedubyaccpglobal.com/martechconfccpglobal.com/martechconf @teedubya
  5. 5. @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  6. 6. @teedubya BuzzSumo @buzzsumo http://buzzsumo.com
  7. 7. this is a social event #MarTech ccpglobal.com/martechconf @teedubya
  8. 8. @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  9. 9. @teedubyaccpglobal.com/martech @teedubya
  10. 10. ccpglobal.com/martechconf @teedubya
  11. 11. ccpglobal.com/martechconf @teedubya
  12. 12. ccpglobal.com/martechconf @teedubya
  13. 13. @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  14. 14. Ghostery @ghostery http://ghostery.com @teedubyaccpglobal.com/rockitccpglobal.com/martech @teedubya
  15. 15. Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  16. 16. @teedubya#MARTECHccpglobal.com/martech @teedubya
  17. 17. @teedubya#MARTECHccpglobal.com/martech @teedubya
  18. 18. @teedubya#MARTECHccpglobal.com/martech @teedubya
  19. 19. Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  20. 20. Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  21. 21. ccpglobal.com/martechconf @teedubya Build Your Marketing Technology Stack
  22. 22. @teedubya#MARTECHccpglobal.com/martech @teedubya Build Your Marketing Technology Stack Startup – SMB – Enterprise – NonProfit – ECommerce Are You a…?
  23. 23. @teedubya#MARTECHccpglobal.com/martech @teedubya
  24. 24. Easy to Use Marketing Stack Configurator • Customize layers and look • Annotate each element – Function – Spend – Performance – Integration CabinetM @cabinetM http://cabinetm.com ccpglobal.com/martech @teedubya
  25. 25. @teedubya#MARTECHccpglobal.com/martech @teedubya
  26. 26. @teedubya#MARTECHccpglobal.com/martech @teedubya
  27. 27. ccpglobal.com/martechconf @teedubya
  28. 28. @teedubya#MARTECHccpglobal.com/martech @teedubya Account Based Marketing Ad Network Advertiser Campaign Management Attribution Audience Response Brand Advocacy Business Intelligence Call Tracking Campaign Management Content Marketing Conversion Rate Optimization Cross-Channel Advertising Data Management Platform (DMP) Demand Generation Demand Side Platform (DSP) Digital Analytics Digital Analytics - Web CMS Suites Digital Signage Display Advertising Email Marketing Email Marketing: Best of Breed Email Marketing: Suites Event Management Event Management Platforms Event Planning Event Registration & Ticketing Gameification & Loyalty Kiosk Lead Capture Lead Generation Lead Intelligence Lead Mining Lead Scoring Marketing Automation Marketing Resource Management Media and Influencer Targeting Media Monitoring Mobile Advertising Mobile Analytics Mobile App Analytics Mobile App Optimization Mobile Crash Reporting Mobile Event Apps Mobile Marketing Native Advertising Online Community Management Online Review Management Organic Search Marketing Other Digital Advertising Other Event Management Other Lead Generation Other Public Relations PR Analytics Predictive Analytics Press Release Distribution Print Fulfillment Public Relations (PR) Publisher Ad Management Search Advertising Search Marketing Search Marketing - Web CMS Suites Social Advertising Social Analytics Social Media Management Social Media Mgmt Social Media Monitoring Social Media Suites Supply Side Platform (SSP) Video Advertising Visitor Identification
  29. 29. @teedubya#MARTECHccpglobal.com/martech @teedubya
  30. 30. @teedubya#MARTECHccpglobal.com/martech @teedubya
  31. 31. @teedubya#MARTECHccpglobal.com/martech @teedubya
  32. 32. @teedubya#MARTECHccpglobal.com/martech @teedubya
  33. 33. @teedubya#MARTECHccpglobal.com/martech @teedubya
  34. 34. @teedubya#MARTECHccpglobal.com/martech @teedubya
  35. 35. @teedubya#MARTECHccpglobal.com/martech @teedubya
  36. 36. ccpglobal.com/martechconf @teedubya
  37. 37. @teedubya#MARTECHccpglobal.com/martech @teedubya Building an Open “Bus” Architecture MarTech Stack
  38. 38. @teedubya Open Bus MarTech Architecture ccpglobal.com/martech @teedubyaTag Management System
  39. 39. ccpglobal.com/martechconf @teedubya
  40. 40. ccpglobal.com/martechconf @teedubya
  41. 41. ccpglobal.com/martechconf @teedubya
  42. 42. 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 ccpglobal.com/martechconf @teedubya
  43. 43. Tag Management Options If you’re a Startup or SMB ccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya
  44. 44. ccpglobal.com/martech @teedubya
  45. 45. Data Layer Audience Profiles Audience Actions Audience Analytics Tealium @tealium http://tealium.com
  46. 46. ccpglobal.com/martechconf @teedubya
  47. 47. ccpglobal.com/martechconf @teedubyaSignal @signal http://signal.co
  48. 48. ccpglobal.com/martechconf @teedubya
  49. 49. 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> Privacy Pulse One Data Collection & Activation Apps Market Manage Mobile Inform Attribution Tag Management & Testing Ensighten @ensighten http://ensighten.com
  50. 50. • 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/martech @teedubya
  51. 51. ccpglobal.com/martechconf @teedubya
  52. 52. ccpglobal.com/martechconf @teedubyaAdobe DTM @AdobeMKTGCloud http://adobe.com Tag management Contextual Experience Management Permission-Based Workflows Rules-Driven Tag Execution Data Distribution Management
  53. 53. ccpglobal.com/martechconf @teedubya
  54. 54. @teedubya#MARTECHccpglobal.com/martech @teedubya
  55. 55. Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  56. 56. Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  57. 57. ccpglobal.com/martechconf @teedubya
  58. 58. • 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#MARTECHccpglobal.com/martechconf @teedubya
  59. 59. ccpglobal.com/martechconf @teedubya
  60. 60. ccpglobal.com/martechconf @teedubya
  61. 61. ccpglobal.com/martechconf @teedubya
  62. 62. Google Accelerated Mobile Pages https://www.ampproject.org @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  63. 63. @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  64. 64. Monetate @monetate http://monetate.com @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  65. 65. Ensighten Mobile Tag Management https://www.ensighten.com @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  66. 66. ccpglobal.com/martechconf @teedubya
  67. 67. ccpglobal.com/martechconf @teedubya CRM
  68. 68. ccpglobal.com/martechconf @teedubya
  69. 69. ccpglobal.com/martechconf @teedubya
  70. 70. ccpglobal.com/martechconf @teedubya
  71. 71. ccpglobal.com/martechconf @teedubya
  72. 72. Conversion Optimization ccpglobal.com/martechconf @teedubya
  73. 73. @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  74. 74. Look at your assets as Layers, Dimensions & Decisions ccpglobal.com/martech @teedubya
  75. 75. ccpglobal.com/martech @teedubya
  76. 76. Adobe @AdobeMktgCloud http://adobe.com/target @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  77. 77. Adobe @AdobeMktgCloud http://adobe.com/target @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  78. 78. Optimizely @optimizely http://optimizely.com @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  79. 79. Optimizely @optimizely http://optimizely.com @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  80. 80. Maxymiser @maxymiser http://maxymiser.com @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  81. 81. Monetate @monetate http://monetate.com @teedubya#MARTECHccpglobal.com/martechconf @teedubya
  82. 82. ccpglobal.com/martechconf @teedubya
  83. 83. ccpglobal.com/martechconf @teedubya
  84. 84. ccpglobal.com/martechconf @teedubya 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
  85. 85. ccpglobal.com/martechconf @teedubya
  86. 86. @teedubya MAKESENSE? ccpglobal.com/dmnews @teedubya
  87. 87. ccpglobal.com/martechconf @teedubya Adobe Audience Manager DataLogix
  88. 88. ccpglobal.com/martechconf @teedubya
  89. 89. ccpglobal.com/martechconf @teedubya
  90. 90. ccpglobal.com/martechconf @teedubya
  91. 91. ccpglobal.com/martechconf @teedubya
  92. 92. ccpglobal.com/martechconf @teedubya
  93. 93. ccpglobal.com/martechconf @teedubya
  94. 94. ccpglobal.com/martechconf @teedubya Harness data explosion for better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a clickvs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
  95. 95. ccpglobal.com/martechconf @teedubya Quantic Mind @quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift
  96. 96. ccpglobal.com/martech @teedubya
  97. 97. ccpglobal.com/martech @teedubya
  98. 98. ObservePoint @observepoint http://observepoint.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  99. 99. NerdyData @nerdydata http://nerdydata.com @teedubya#MARTECHccpglobal.com/martech @teedubya
  100. 100. BuiltWith @builtwith http://builtwith.com ccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya
  101. 101. @teedubya’s Mind Blowing Tools ccpglobal.com/martech ccpglobal.com/martech @teedubya
  102. 102. Connect on LinkedIn: http://linkedin.com/in/teedubya

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