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How Aetna Built a Marketing Technology Focused Office

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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Building A Marketing Technology Organization From The Ground Up. PRESENTATION: How AETNA Built A Marketing Technology Focused Office - Given by Joseph Kurian - Aetna, Head of Marketing Technology & Innovation

Published in: Marketing
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How Aetna Built a Marketing Technology Focused Office

  1. Joseph Kurian Head, Marketing Technology & Innovation Aetna
  2. » Digital Marketing has undergone a dramatic shift in the last 10 years with an explosion in technology platforms » Technology drives many digital marketing initiatives and this trend only looks to increase in the future » The ability to measure, optimize and quickly implement changes determines success in digital marketing » There are hundreds of new marketing technology platforms entering the marketplace. It can be a cluttered and confusing mess for marketers to evaluate and understand
  3. * Scott Brinker, Chiefmartec.com & ion Interactive
  4. * Scott Brinker, Chiefmartec.com & ion Interactive
  5. * Scott Brinker, Chiefmartec.com & ion Interactive
  6. * Scott Brinker, Chiefmartec.com & ion Interactive
  7. * Scott Brinker, Chiefmartec.com & ion Interactive “ Fear motivates like no other “ - Me
  8. » To solve these complex issues, requires a new skillset and perspective in Marketing » Marketing Technology integrates the two worlds of Technology and Marketing to empower todays Digital Marketers to achieve their business goals » It is key to understand the technologies in the marketplace but also to understand how they can solve business problems for customers » The easiest way to picture the role of the office is as the CIO to the CMO
  9. » Marketing is heavily reliant on technology. Much of it has an online component that is in-house or SaaS at a vendor. We should control budget and destiny of our future » Let marketers worry about marketing and not worry about the tech stack, vendors, internal adoption, or enterprise rollout » IT is not the place for this. They are strong with infrastructure, scalability, security but weaker on speed, business value and alignment to business goals
  10. » This infographic illustrates data that shows how the MTO and its leadership is evolving to be more strategic in nature, while helping marketing manage its technology spend more efficiently Source: Venturebeat.com
  11. » MTO is responsible for: ˃ Marketing Technology Strategy ˃ R&D new Marketing Technologies ˃ Drive innovation, while empowering Sales and Brand across the larger organization ˃ Drive a customer-centric view leveraging technology ˃ Drive enterprise standards in marketing technology tools and platforms ˃ Drive towards a full 360 view of the customer across the lifecycle ˃ Manage partner relationships around MarTech ˃ Manage relationship with traditional IT to ensure standards and processes are complied with
  12. » My MarTech teams: ˃ Marketing Technology Innovation + Looking 12-18 months into the future at where we need to be ˃ Marketing Technology Platforms + Manage the MarTech platforms for the enterprise ˃ Wearables & Health Innovation + Understand how customers engage with new technology and our role in this new ecosystem
  13. » Marketing Technology integrates with all part of the larger enterprise » The days of this technology standing alone are over. Many of these systems need to feed or tie into other systems to allow for insights that can drive business decisions » The consumers of this technology vary across the enterprise depending on their roles in the organization
  14. » Keys to Success for business case: ˃ Executive Sponsorship ˃ Control of budget ˃ Enterprise rollout of the technology ˃ Sell, sell and sell again
  15. » Thank you for your time ˃ Joseph Kurian ˃ Head, Marketing Technology & Innovation ˃ Aetna ˃ rjkurian@aetna.com ˃ @Jkurian77

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