The Fact IsMarketing HasEntered TheAge Of Big Dataand It’s NotGoing Away.
The Rationale For Marketing Technology• Technology increases efficiency in your organization • Fewer people, fewer resources, more scale• Technology increases performance • Optimization can be automated• Fewer Resources + Higher Performance = Better Margin
The Evolution Of Marketing Technology 1450 – Moveable Type (Gutenberg) 1922– The birth of Radio advertising 1941– The birth of TV advertising1967– Donovan Data Systems 1970’s– Data Warehousing is born 1994– The birth of Internet advertising The 90’s - Ad Serving is created - CMS goes live for publishing - Website analytics are born - Cookies are standardized - Ad Networks & Exchanges - Data Exchanges & DSP’s - DMP’s and Data Activation 2013 – The Launch Of The “Marketing Stack” Source: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/
The Evolution Of Marketing Technology 1450 – Moveable Type (Gutenberg) 1922– The birth of Radio advertising 1941– The birth of TV advertising1967– Donovan Data Systems 1970’s– Data Warehousing is born This is the first of Internet advertising 1994– The birth time a marketer can truly The 90’s - Ad Serving is created understand “which - CMS goes live for publishing - Website analytics are born - Cookies are standardized half” of their marketing - Ad Networks & Exchanges - Data Exchanges & DSP’s is working”. It gets - DMP’s and Data Activation exciting right here! 2013 – The Launch Of The “Marketing Stack” Source: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/
This Is The Birth Of The “Buddy Relationship” CMO CTO
More Marketers Are Interested In Finding WaysTo Leverage Technology For Marketing Source: Radar Research and BlueKai 2012
There Are Many Use Cases For Marketers ThatRequire Centralized Management With Data Source: Radar Research and BlueKai 2012
And Cross-Channel Usage Is Key Source: Radar Research and BlueKai 2012
SO WHAT EXACTLY DOES THE“MARKETING STACK” LOOK LIKE?
There Are Enterprise Solutions For MostOf Your Business… Why Not Marketing? Finance & IT CRM HR Marketing Operations•i.e. Oracle •i.e. NetSuite •i.e. Salesforce •i.e. Success Factors •?•i.e. SAP •i.e. WorkDay •i.e. Taleo •?
The Marketing Stack Is Comprised OfTwo Primary Consideration Elements• Data vs. Execution• Inbound vs. Outbound
Data vs. Execution• Data refers to the layer of signals being amassed by various interaction touchpoints, or engagements, and understanding how to organize and activate them.• Execution refers to ways in which those marketing touchpoints are launched, managed, and optimized using data.
Inbound vs. Outbound• Inbound = Owned • Your Site • Your CRM • Your Blog • Your Retail Store• Outbound = Earned, Paid • Social • Viral • Advertising • Optimization
The Marketing Stack Architecture - Cloud Based, Enterprise SaaS Execution(Optimization) Site Analysis & Optimization Ad Exchange or DSP Dynamic Creative Reporting Ad Serving & Ad Trafficking Attribution Data Access Data Management Data Activation (Sharing & Control) Inventory Management Data 1st Party & 3rd Party Tag Management (Publishers) Inbound Outbound
The Marketing Stack Architecture (3rd Dimension = Offline Vs. Online) Execution(Optimization) Site Analysis & Optimization Ad Exchange or DSP Note: This online vs. Dynamic Creative Reporting Ad Serving & Ad Trafficking Attribution offline thing might take Data Access some time to work Data Management Data Activation itself out… (Sharing & Control) Inventory Management Data 1st Party & 3rd Party Tag Management (Publishers) Inbound Outbound
WHAT DOES THE MARKETINGSTACK REALLY LOOK LIKE?
The Marketing “Stack” Broadly Defined…Data1st & 3rd Party Data Management Execution Ad Serving (Optimization) Ad Verification Cross-Channel Data Activation Brand Safety Analytics & Attribution Media Buy Mgmt Reporting Execution Partners (i.e. media placements)
The Marketing “Stack” At A More GranularLevel (For Those Whom It Applies To) Tag ManagementData Data Ingest 1st Party Data Mgmt 3rd Party Data Access/Management Classification & Segment Creation Data Out (Server to Server) Data Portability Audience Analytics Media AnalyticsExecution Attribution Ad Verification & Brand Safety Media Inventory Reporting Impression, Click, Conversion Reporting Real Time Bid Management Creative Serving (Dynamic or Not) 3rd Party Ad Serving Ad Exchange Or SSP ManagementOptimization Analytics & Attribution
And As For Reporting… • Reporting is crucial in all elements of the stack • The trick is finding a means to consolidate your reporting into a single “dashboard”…
Data Refers To Activation • The ability for your selected partner to be able to push your audience data profiles to ALL execution partners – not just a single solution.
Execution Refers To Logistics Of Informing AllMarketing Touchpoints With Audience Insights Source: CoolInsights.Blogspot.com
Within Execution, There Is Optimization• The continuous feedback loop of • Reporting, Analytics and Attribution
TO GET STARTED… THE CORE OFTHE MARKETING STACK IS DATA.
Data As The “Glue” For Marketing• Ties together all your efforts, both internal & external• Informs all your efforts to maximize efficiency• Ensures better performance by delivering targeted messaging• Provides insight necessary for proper attribution models
Data Creates Customer Intelligence• Without data informing all marketing interactions, you lack customer intelligence. When you lack intelligence…
Data Must Be Separated FromExecution In Order To Be Maximized!• Maximum efficiency in the marketing stack requires you to separate the data layer from the execution layer to ensure you are not tied to one execution vendor operating in a silo • Your DSP should not provide your DMP as you are then unable to port over learning and leverage audience profiles in other activity (i.e. site) • If you compound the two layers, your data is locked into a silo and unlocking that data will require additional partners (redundancy) and time
Step 1: Tag Management• Identify a tag management solution for providing a “container” for all your site tracking and data tags. • Improves efficiency of your site • Decreases time to turn around new tag implementation • Recommend aligning with an all-in-one tag + data management solution to ensure proper transfer of data assets to partners
Step 2: Data Management + Activation• Identify a partner who has a high volume of server-to- server connections within the advertising and marketing eco-system to enable ease of activation • Review data ingest process • Ensure proper classification and taxonomy • Review stats on data delivery + transaction volume to ensure knowledge and experience in managing scale for customers
Step 3: The Networked Data Effect• Determine if your preferred data solution works with both marketers and publishers to ensure value in the “networked data effect” • Are they able to set up private exchanges between you and your marketing partners to ensure maximum data utilization? • Do they have experience in managing these kinds of relationships?
Step 4: Cross-Channel Infrastructure• Ensure that your partner has the capability to deliver your data across multiple channels, including display, social, video, mobile, CRM and website personalization tools • To maximize your investment in data, you must be able to leverage your data sets across all partners with minimal effort • Your custom segments should be able to be directly ported and shared through direct connect with all partners in the execution layer • Ensure your offline data can be ingested and activated in the same manner
Step 5: Execution Layer Partnerships• Focus your efforts on execution partners that are experienced with the utilization of data • You want to inform all your marketing decision making with data • The more you know about your customer, the more you can succeed
IF I GET PAST DATA, WHAT DO I DONEXT TO SET UP MY STACK?
The Execution Layer Has ManyElements. Focus On A Small Partner List.• You can easily become overwhelmed with all the potential partners on the execution layer – focus is important. • Go narrow and go deep • Optimize and learn who your audience really is • Understand the implications of optimizations • Maintain control over your data in these relationships • Only layer in what you need when you need it • Not everyone needs all the elements at the beginning • i.e. Ad Verification can wait if you have a small budget
Remember The Use Cases Most CommonlyExecuted With The Marketing Stack• Prospect Targeting (New Customers)• Suppression Targeting (Remove Current Customers)• Retargeting (Current Customers)• Lookalike Targeting (Prospects)• Site Personalization (Visitors)• CRM (Message Delivery)• Dynamic Creative Optimization (All)
DON’T OVERCOMPLICATE THIS. THINGS WILLMAKE MORE SENSE AS YOU BECOME MOREADVANCED AS A MARKETER. IN THE INTERIM,JUST TAKE “BABY STEPS” TO THEDEVELOPMENT OF YOUR MARKETING STACK.
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