Jay Calavas - Build your own marketing cloud

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Jay Calavas, Chief Evangelist at Tealium, gave this inspiring presentation at Mezzo Labs' "Future of Web Analytics" event in June 2014.

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Jay Calavas - Build your own marketing cloud

  1. 1. Proprietary and Confidential BUILD YOUR OWN MARKETING CLOUD Jay Calavas Chief Evangelist t: @jaycalavas e: jay@tealium.com c: 858.229.5496
  2. 2. Proprietary and Confidential • Largest enterprise tag management and data distribution company – Over 400 customers – 180+ employees – 50 person engineering team – Industry’s largest education team • Proven, digital marketing-savvy management team that has worked together before • Well funded ($47M) via Battery Ventures as Lead Omniture, BazaarVoice, Marketo, ExactTarget, BlueKai • Fanatical about customer success About Tealium RECOGNIZED AS THE GLOBAL MARKET LEADER Tag Management Buyer’s Guide, Econsultancy, 2012 WINNER, GLOBAL 100 Red Herring Tech, November, 2013 ONE OF TOP 100 MOST PROMISING COMPANIES Annual list of top 100 privately-held, high growth companies, Forbes, 2014 PRODUCT OF THE YEAR AudienceStream voted technology of the year by the DAA, 2014
  3. 3. Proprietary and Confidential • Unified marketing • Cross-device • Omni-channel • Real-time • Absolute data ownership The Holy Grail!
  4. 4. Proprietary and Confidential What are Marketing Clouds? • Typically non-integrated solutions: – Salesforce.com – ExactTarget, BuddyMedia, Radian6 – Adobe – Omniture, Demdex, Neolane, Efficient Frontier – Oracle – BlueKai, Vitrue, Eloqua, Responsys, Endeca – IBM – Coremetrics, Unica, Tealeaf – Google – Google Analytics, DoubleClick, Adometry, AdMeld • Many ‘best of breed’ solutions sit outside of existing marketing clouds • Well defined data layer allows companies to ‘build your own marketing cloud’
  5. 5. Proprietary and Confidential • Foundation for digital marketing • Define data once across all digital assets • Standardize and control data distribution to vendors • Enrich to include visitor attributes and insights What is a Data Layer?
  6. 6. Proprietary and Confidential Experience Layer No Data Layer = CHAOS Application Layer Today there is Chaos at the Data Layer
  7. 7. Proprietary and Confidential Unification, Security, Control, Privacy, Enrichment & Ownership Common Language Across Clouds, Platforms and Tools Experience Layer Data Layer: ORDER Application Layer
  8. 8. Proprietary and Confidential Tealium 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
  9. 9. Proprietary and Confidential Build Your Own Marketing Cloud – Open Vs. Closed 1000s of best-of-breed point solutions Hey it’s Jay! No, its user 27475 I don’t know that guy Oh its jay@tealium .com Hello 858494 All of us are confused Tealium says ‘Hey Everybody, its JAY!’ Hey everybody, thanks for remembering me!
  10. 10. Proprietary and Confidential Advertising - Analytics Content Testing - Email Marketing - - Social - - Analytics - - Email Marketing Marketing Automation - - Advertising - - - CRM Email Marketing Marketing Automation - - - - Analytics - CRM Email Marketing Marketing Automation - Social Advertising - - - CRM - Marketing Automation - - Advertising Affiliate Marketing Analytics Content Testing CRM Email Marketing Marketing Automation Retargeting Social Marketing Clouds Today: Fragmentation 1000s of best-of-breed point solutions
  11. 11. Proprietary and Confidential Advertising - Analytics Content Testing - Email Marketing - - Social - - Analytics - - Email Marketing Marketing Automation - - Advertising - - - CRM Email Marketing Marketing Automation - - - - Analytics - CRM Email Marketing Marketing Automation - Social Advertising - - - CRM - Marketing Automation - - Advertising Affiliate Marketing Analytics Content Testing CRM Email Marketing Marketing Automation Retargeting Social Build Your Own Marketing Cloud – TEALIUM 1000s of best-of-breed point solutions
  12. 12. Proprietary and Confidential 5 Reasons to Build Your Own Marketing Cloud
  13. 13. Proprietary and Confidential • Don’t be tied to one marketing cloud • Leverage the best solutions in the digital marketing eco-system • No one vendor can cover all of your needs 1. Leverage Best of Breed Solutions
  14. 14. Proprietary and Confidential • Leverage data layer to make all your applications speak the same language • Segment and share visitor profiles across the application stack • Drive more profitable customer interactions across digital touch points using your existing applications 2. Engage in Unified Marketing
  15. 15. Proprietary and Confidential • Stitch customer journey across marketing channels, and devices • For example, understand lifetime visitor value across all web, mobile and even offline touch points 3. Connect the Customer Journey
  16. 16. Proprietary and Confidential • Make your applications work together for the first time • Information in one channel informs action in another • Reduce data warehousing needs • Unify teams 4. Maximize Your Marketing Investments
  17. 17. Proprietary and Confidential • Take action in real-time, not 24-48 hours via traditional data warehousing methods • Go from batch, backward-looking data to real-time forward-looking data 5. Leverage Real-Time Interactions
  18. 18. Proprietary and Confidential “Business analytics and digital intelligence are expanding markets for us. Recently, we announced a partnership with Tealium, which enables customers to bring client-side data from user interactions on the website into Splunk Enterprise and then correlate that with server-side data and other data sources. Through this integration, the customers now have a deeper understanding of how they are interacting with their users across digital channels.” – Godfrey Sullivan, 8/29/13 earnings call Big Data: Partnership
  19. 19. Proprietary and Confidential Ancestry.com Preso Digital Velocity 2014 ‘Unified Marketing’
  20. 20. Proprietary and Confidential In your organization’s view, what are the primary advantages of unifying digital marketing applications and data? Check the top three. Source: Econsultancy Unified Marketing Benefits NEW SURVEY DATA! 59.70% 73.60% 27.80% 41.70% 6.90% 22.20% 50.00%
  21. 21. Proprietary and Confidential THANK YOU! Jay Calavas Chief Evangelist t: @jaycalavas e: jay@tealium.com c: 858.229.5496
  22. 22. Proprietary and Confidential Turnkey Tag Support 700+Pre-configured, turnkey vendor integrations Turnkey DataLayer Partners Community: Partners Turnkey Data Partners Agency Partners 100+Interactive agencies, systems integrators and consultancies
  23. 23. Proprietary and Confidential IR500

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