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How To Optimize Your Marketing Technology

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Is your client suffering from the dreaded 20% Problem? It’s out there. And the problem is spreading. But luckily it’s easy to diagnose! You just need to ask your client one simple question:
"What percentage of the functionality of this marketing technology are you using?"

Published in: Marketing

How To Optimize Your Marketing Technology

  1. 1. 1 How To Optimize Your Marketing Technology
  2. 2. 2 Peter DeLuca Head of Marketing Technology OgilvyOne - North America
  3. 3. 3 Plans
 
 Getting alignment across the organization. Platforms
 Making sound buying decisions. Partners
 
 Leveraging the right resources.
  4. 4. 4 Plans
 
 Getting alignment across the organization. Platforms Making sound buying decisions. Partners 
 Leveraging the right resources.
  5. 5. 5 The 20% Problem
  6. 6. 6 "What % of the functionality of this technology are you using today?" 
  7. 7. Organizational Alignment 7 Planning + Strategy Marketing Operations Marketing Analytics
  8. 8. FEWER INSIGHTS 8 When Marketing Teams Don’t Push Each Other SIMPLE REQUESTS SIMPLE EXECUTION THE 20% PROBLEM Planning + Strategy Marketing Operations Marketing Analytics
  9. 9. 9 Organizational Alignment Planning + Strategy Marketing Operations Marketing Analytics • Access to data, insights • Know what’s possible • Test & learn culture • Involved in planning phase • Recommending new engagement ideas • Pushing the planning team • More variables to analyze • Democratizing data + insights • Inspiring the planning team
  10. 10. 10 Customer Focused vs. Company Focused
  11. 11. Companies Want to Be Customer-Focused 11 87% of marketers believe in a customer-focused model. Source: Forrester,“The Operating Model for Customer Obsession”
  12. 12. 12 Yet only 7% have adopted one. Source: Forrester,“The Operating Model for Customer Obsession” But They’re Not Quite There Yet
  13. 13. Customer Lifecycle 13 ATTRACT EDUCATE CONVERT GROW BOND
  14. 14. Align Your Martech Strategy Across Your Customer Lifecycle 14 ATTRACT EDUCATE CONVERT GROW BOND Objective Objective Objective Objective Objective Target the right audiences Cost effectively test ad placements Serve the right content to the right audience Use content and offers effectively to drive registration. Segmented and personalized communications to drive deeper engagement. Treat loyal customers differently, with access to rewards, content, experiences. Platforms Platforms Platforms Platforms Platforms DSP DCO DMP Paid Social CMS Personalization E-Commerce CRM Attribution Social Studio Marketing Automation Dashboard Reporting Social Studio Marketing Automation Dashboard Reporting Advanced Analytics Loyalty Platform
  15. 15. Marketing Technology Readiness Assessments 15
  16. 16. 16 Plans 
 Getting alignment across the organization. Platforms
 Making sound buying decisions.
  17. 17. A Rapidly Evolving Industry 17 2014 
 947 VENDORS 2015 
 1,876 VENDORS Doubled Source: Chiefmartec.com
  18. 18. 18 Do Your Detective Work
  19. 19. SALES & SERVICE CONTENT/DAM/CMS CHANNEL EXECUTION DATABASE CAMPAIGN PLANNING / CAMPAIGN MANAGEMENT ANALYTICS & REPORTING SOCIAL
  20. 20. Ready to Buy? Gather requirements? Current-state audit? Write gap analysis? Review RFP responses? Consult with advisers?
  21. 21. A Phased Approach GOALS PLATFORMS 1. TARGET DESIRED PROSPECTS Target desired prospects segments and start building the customer base Refine strategy through testing DSP and CMS 2. ENGAGE WITH YOUR NEW CUSTOMERS Engage new customers and welcome them to the new offering CRM, Marketing Automation, Reporting 3. EXPAND THE DISCUSSION Engage prospects and customers with more relevant content and expand to new channels to keep their attention Mobile Push, DMP 4. DEPLOY ADVANCED ANALYTICS Development of models for more precise targeting 3rd party data, Analytics, Data mart
  22. 22. Ballpark Pricing LICENSE ESTIMATE SET-UP & INTEGRATION NOTES PHASE 1: TARGET DESIRED PROSPECTS $XX - $XX $XX - $XX DSP N/A Platform fees included in media budget. CMS $XX - $XX Costs depend on vendor and integration complexity, server requirements. PHASE 2: ENGAGE WITH YOUR NEW CUSTOMERS $XX - $XX $XX - $XX CRM $XX - $XX $XX - $XXX per user/month (assumes ~$XX min x XX users). Integration $XX - $XX depending on complexity. MAP $XX - $XX Cost driver is email volume. Low/High assumes XX/XX customers x XX emails/year. Integration and service approximately $XX. If on-premises solution then higher. REPORTING $XX - $XX ~$XX/user/year. Cloud hosting/storage additional. Could opt for reporting modules native to MAP. PHASE 3: EXPAND THE DISCUSSION $XX - $XX $XX - $XX DMP $XX - $XX Cost drivers can include # of data sources, data volume, # of channels activated, service and vendor selected. MOBILE $XX - $XX Based on size of addressable audience, with unlimited messaging. Price range used here is for XX to XX customers. Mobile app pricing not included. PHASE 4: STACK: MICRO-TARGETING & OPTIMIZATION $XX - $XX $XX - $XX DATAMART $XX - $XX Assumes SaaS (e.g., IBM Cloud Services), double for on-prem. Estimate $XX for the design and build; Cost drivers are complexity of database structure, inputs/outputs, security requirements, services, etc. DATA $XX - $XX Depends on data, data source, and volume. This estimate assumes a nationally compiled file with quarterly updates ANALYTICS $XX - $XX Varies depending on platform, users, sharing, need for a dedicated server, hosting, support. TOTAL $XX - $XX $XX - $XX
  23. 23. 23 Clients are moving away from on-premises tools
  24. 24. Longevity or potential size of the initiative Strength and scale of services offered by partners Desire to hire internal resources to manage marketing technologies Launch Program Expansion Optimization & Scale Factors that may determine when and if you migrate Consider outsourcing for speed-to-market, access to on- demand resources and scale 3rd Party In-House
  25. 25. 25 Plans 
 Getting alignment across the organization. Platforms Making sound buying decisions. Partners
 
 Leveraging the right resources.
  26. 26. 26 Putting It All Together ✓Organizational Alignment ✓Customer-centric Model ✓Gap Analysis ✓Smart Buying Decisions ✓?
  27. 27. 27 Lots Of Players Involved System IntegratorConsulting Firm Client Agency SoftwareVendor BPO / Agency
  28. 28. 28 Software Vendor + Agency
  29. 29. 29 • Agency gets: • Free license or sandbox of vendor products • Free training of core products • Ongoing updates of product enhancements • Ability to use products for client pilots • Vendor gets: • Leads where vendor products might be a good fit • Updates on pilots where products are being used • Introductions to clients during pilot period • Client gets: • Lower commitment on length of deal • Can try before they buy • Faster speed to market • Avoid or shorten the RFP process A Win Win Win Model?
  30. 30. 30 “By 2017 the CMO will spend more on IT than the CIO.” Gartner, 2013
  31. 31. 31

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