Maximize your marketing technology stack with help from Relationship One.

1. Maximize your
Marketing
Technology
Stack
Ron Corbisier, Chief Executive Officer, Relationship One

2. Relationship One - Chicago User Group
Ron
Corbisier
ABOUT Me, Ron.

3. Twin Cities

4. & Planes

5. Relationship One - Chicago User Group
20+
years
in Agency
&
Corporate
US MARINE
Corp Nasdaq
United
healthcare 3M Ford

6. Marketing &
Data Geek

7. Relationship One
Marketing Geeks
Exclusive to OMC
Full stack consulting services
Relationship One - Chicago User Group
100% OMC Certified
50+ Apps, Largest App Provider
Presence nationwide and in Europe, service globally

8. Relationship One - Chicago User Group
Allstar
Interviews
• Lenovo
• Penton
• Chicago Bears
• Optum
• Insperity
• Eaton
• Medtronic
Inspiring Success
Inspiring stories for marketers, by
marketers who are leveraging Oracle
Marketing Cloud solutions.
• National Instruments
• Laser Spine Institute
• Mountain America
Credit Union
• Fluke
• MongoDB
• Getty Images
+ more

9. Relationship One - Chicago User Group
AGENDA
07
Build
Accelerate
Knowledge
Governance
Wrap Up

10. of company revenue For
marketing expense budget
12%
Gartner: 2016-2017 CMO Spending Survey

11. How Much Does MarTech
Spending Stack Up?
Technology - 27%
Paid Media - 22%
Labor - 28%
CMO
Gartner: 2016-2017 CMO Spending Survey

12. CMO is On Pace to Outspend CIO
On Technology
3.24%
Of Revenue Of Revenue
3.4%
Gartner: 2016-2017 CMO Spending Survey

14. Do You Have a Martech Stack or
Just a Stack of Marketing Tech?

15. Build A
Marketing
Technology
Platform

16. 2015
2014
2012
2011
2016

17. 2015
2014
2012
2011
2016

18. 2015
2014
2012
2011
2016

19. 2015
2014
2012
2011
2016

20. 2015
2014
2012
2011
20162,483%
Increase

21. 0
1000
2000
3000
4000
2011 2012 2013 2014 2015 2016
Most
companies use
20+
Econsultancy: The ROI of Tab Management

22. Marketing Tech
Rules of Engagement
Start with Core Integrated Technologies
Focus On Platform Openness
Demand Easy Data access
Ensure Complementary Data Structures
Scale for tomorrow, not Today

23. Social Listening &
Engagement
Data Integration,
Enrichment &
Analytics
Campaign
Orchestration &
Management
Content
Personalization &
Optimization

25. Attribution & Analytics
Social
Hyper Personalization & Optimization
B2B
Cross-Channel Marketing
B2C
Cross-Channel Marketing
AdTech
Campaign Orchestration
Content Curation & Targeting
Segmentation & Targeting
Connected Data
Extendability
Store TV Display Web Email Mobile Video Search Social

26. Attribution & Analytics
Social
Hyper Personalization & Optimization
B2B
Cross-Channel Marketing
B2C
Cross-Channel Marketing
AdTech
Campaign Orchestration
Content Curation & Targeting
Segmentation & Targeting
Connected Data
Extendability
Store TV Display Web Email Mobile Video Search Social
Workflow
&
Marketing
Mngt

27. Data
Decisioning
Content
Orchestration
Listening
Marketing
Technology
Stack
Da
De
Co
Or
Li
TechnologyComponents
Relationship One - Chicago User Group
Planning&Management

28. Accelerate with
Extendability

30. Data Integration & Enrichment
Events
Content & Personalization
Predictive & ABM
Lead & Channel Management Performance Analytics
Workflow & Management
Extendability

31. Extendability
Digital Asset
Management
CRMDatabase
Data Warehouse / BI
ERP

32. Turn data Mounds into A
Knowledge
Mountain

33. 90% of the world's data has been
created in the last 2 years
By 2020, 35 zettabytes worth of
data will created....that's 21 zeros!
Everyday, 1 billion pieces of
content are shared on Facebook
THE AGE OF DATA
How Much Data is being Generated?
.0000000
0000000
0000000

34. Uber Passengers
Take 694 Rides
Sources: Smart Insights (2016), NetFlix, Apple, Domo.
Netflix subscribers
stream 77,160
Hours of Video
Apple Users
Download 51,000
apps

35. 3,874 Different
MarTec & AdTec
Solutions Generates
a TON of Data

36. Do You Have The
Access You Need?

37. Getting Access to
Your Data
Audit for Data Accessibility
Raw Conquers Processed
Structure and
Uniqueness Plays Well
with Other

38. Email
Add Retargeting
Commerce
Service Chat
The Data
Fragmentation
Problem

39. The Universal
Profile

40. Welcome to
Knowledge Mountain
Define Your Data Strategy
Centralize Your Data
Don’t Forget to Cleanse
to Normalize
Link Your Data Streams
Connect Back to
Campaign Orchestration

41. CRM
Eloqua Activity
Social
3Rd Party
Ron Corbisier
Company: Relationship One
Title: CEO
Email: ron.corbisier@relationshipone.com
FirstName LastName Company Email EmailHash Twitter Twitter Hash CRM ID Eloqua ID
Ronald Corbisier Relationship One
ron.corbisier@relations
hipone.com
f71f34ef4f01a
f15874f72fe4f
3d118e
corbisier
ff0b480c394a93bb
0e97e827d30f9b7
b
0036000000vwBsG
CCADR000000002
331
Email EmailHash Eloqua ID Eloqua Visitor ID Visitor ID
ron.corbisier@relationshipone.com
f71f34ef4f01af15874f72fe4f3
d118e
CCADR000000002331
E1A2CFD1-5256-4DC5-8B9C
-1340C019614D
40138
Twitter Twitter Hash
corbisier ff0b480c394a93bb0e97e827d30f9b7b
BlueKai Profile ID Eloqua Visitor ID Eloqua Email Hash CRM ID
12345678910
E1A2CFD1-5256-4DC5-8B9
C-1340C019614D
f71f34ef4f01af15874f72fe4f3
d118e
0036000000vwBsG

42. CRM
Eloqua Activity
Social
3Rd Party
Ron Corbisier
Company: Relationship One
Title: CEO
Email: ron.corbisier@relationshipone.com
FirstName LastName Company Email EmailHash Twitter Twitter Hash CRM ID Eloqua ID
Ronald Corbisier Relationship One
ron.corbisier@relations
hipone.com
f71f34ef4f01a
f15874f72fe4f
3d118e
corbisier
ff0b480c394a93bb
0e97e827d30f9b7
b
0036000000vwBsG
CCADR000000002
331
Email EmailHash Eloqua ID Eloqua Visitor ID Visitor ID
ron.corbisier@relationshipone.com
f71f34ef4f01af15874f72fe4f3
d118e
CCADR000000002331
E1A2CFD1-5256-4DC5-8B9C
-1340C019614D
40138
Twitter Twitter Hash
corbisier ff0b480c394a93bb0e97e827d30f9b7b
BlueKai Profile ID Eloqua Visitor ID Eloqua Email Hash CRM ID
12345678910
E1A2CFD1-5256-4DC5-8B9
C-1340C019614D
f71f34ef4f01af15874f72fe4f3
d118e
0036000000vwBsG

43. Connect Back to
Campaign Orchestration
1st Party Data 2nd Party Data 3rd Party Data

44. Relationship One - Chicago User Group

45. Now
+1 Yr
+2 Yr
+3 Yr
Beware of
the Squirrel Effect

46. protect your investment with
governance

47. Ineffective Somewhat Ineffective Neutral Somewhat Effective Very Effective
13
45
29
11
2
Effectiveness of Company
MarTec Management
13%
Of Companies
Effectively Manage
their Marketing /Ad
Technology
Source: Gigaom Research , 2014,

48. 1% - 5% 6% - 10% 11% - 25% 26% - 50% More Than 50%
5
19
36
31
9
Expected ROI Improvement From
Better MarTec Management
60+%
Of Companies Can
Generate 10% or More in
ROI Just by Better
Management
Source: Gigaom Research , 2014,

49. Dip your toe in the process pool
but beware of the deep end
Create a Marketing Cloud COE
Rightsize Your Governance Efforts
Don’t Fall Victim to
Governance Gone Wild

50. Create a Marketing Cloud
Center of Excellence
Legal/Compliance
Sales
Marketing
Web Ops
BI/Analytics
IT
eCommerce
COE Lead

51. Rightsize Your
Governance Efforts
Define and document Martec / Adtech
System Processes & Controls
(security settings, naming conventions, asset
organization standards, Extension policies, etc.)
Establish Integration Change
Management Processes
Establish Journey Boards and
TouchPoint Limits
For Smaller Organizations

52. Rightsize Your
Governance Efforts
For Larger Organizations
Establish Automated Workflow
& Approval Processes
Define User On-boarding /
Off-boarding Processes
Create Martec / AdTeC User
Training & Certification
Program
Establish Support and
Escalation processes and SLAs

53. Governance Gone Wild
Campaign Strategy & Campaign Execution
Under Separate Teams
Treating All Change Requests
the Same
Lots of Rules but Little Oversight
or Support
Lots of Interested Stakeholder
But No Lead

54. Your Homework assignment
Audit your “Stack” Technologies/Tools
Review The Data Accessibility
Build A Data Dictionary
Identify Owners And Influencers
Build Your Governance Attack Plan

55. thank You,
Questions Anyone?