Exciting marketing technology solutions are released every month with innovative features and advanced capabilities. Unfortunately, integrating new solutions to an already complex martech stack can feel overwhelming and make it even more difficult to achieve your desired outcomes. In this session, learn about the three dimensions of martech strategy to create a streamlined model for success.

1. MASTER
CLASS
Tom Hannigan Jr
UNICA GLOBAL PRACTICE LEAD
HCL UNICA
Navigating the Martech
Jungle
NEW YORK, NY ~ APRIL 27 - 28, 2023
DIGIMARCONEAST.COM | #DigiMarConEast

2. Navigating the Martech Jungle
Tom Hannigan Jr
Unica Global Practice Lead
DigMarCon 2023

3. 3
Welcome to the martech jungle...
Zoomed out…it all appears beautiful & orderly

4. 4
CMO 2021
Top-of-Mind Goals and Tech for Today's Chief Marketing Officer
Constellation Research
“CMOs are exhausted and growing cynical about the pitches that preach
perfection when what is needed is follow-through and success...”
“The drivers of failure will be self-inflicted wounds suffered long ago in
technology purchases that failed to deliver operational rigor and
optimization or access to the data that matters . “
Zoomed in… at ground level, it is dense,
complex and deep

5. Recent customer RFPs
“Current technology stack consists of multiple siloed
platforms; a data analysis platform, a platform for
multi-channel targeting, an email deployment
platform, multiple digital asset and content
management platforms and completely separate stack
of marketing analytics capabilities.”
Insurance Company RFP Pain Points

6. Recent customer RFPs
“The current tool implementation lacks the capability and level of
scale and integrations necessary to effectively execute relevant,
personalized marketing campaigns. The scope of this evaluation
will focus on a solution that provides a cloud-based, agile and
intuitive approach to multi-channel, multi-vehicle, hyper-
personalized campaign orchestration.”
Retailer RFP

7. Recent customer RFPs
“Company X implemented the X marketing finance
platform for the purpose of planning, budgeting and
setting up multi-dimensional tracking for marketing
programs. The platform was unable to support
Marketing’s needs for robust, flexible and data-
driven spend allocation. As a result, the platform is
mostly utilized much later than intended in the
process, to ensure tracking is enabled in the CRM
and across marketing channels, once campaign
plans and tactics are finalized. “
-- Financial Tech Company RFP
• MaritzCX
• MediaWallah
• ON24
• OneTrust
• Optmyzr
• Outreach
• PathFactory
• Plexus
• Proofpoint
• Salesforce
• Seismic
• SEM Rush
• Sendoso
• SEOMoz
• SiteImprove
• Snowflake
• SocialPoint
• SpotMe
• Tableau
• TimeTrade
• Treasure Data
CDP
• Vidyard
• WP Engine
Company ‘X’ core go-to-market
platforms include:
• 6sense
• Adobe Ad Cloud
• Adobe Analytics
• Adobe Audience Manager
• Adobe Assets
• Adobe Experience Manager
• Adobe Target
• Adobe Workfront
• BazaarVoice
• Bitly
• Certain
• Contently
• Conversica
• Coveo
• Dell Boomi
• Oracle Eloqua
• Frontify
• GaggleAmp
• Hootsuite
• HotJar
• Integrate
• Kickstart
• Lead Liaison
• Litmus

8. Meeting with sales last week...
“Customer wants a solution to make
things in our stack work together.”

9. 9
The average enterprise has 120+
martech solutions in their stack

10. It’s a jungle out there...
The world we’re in
• Overwhelmed with martech solutions
• Entertaining a never ending list of customer data sources
• Managing a huge diversity of audiences/offers/tactics
• Trying to make customer journeys real
• Trying to deliver personalized customer experiences
• Show results

11. In the jungle, some animals
just can’t be tamed...
...and let’s face it marketers
will always be lions

12. The best you can do is rapidly adapt
to stay ahead of the lions...
We think in terms of:
• Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences

13. .
.
Own the data you make with your martech stack
360’
Customer
View
Streaming
Data
Product
Recommendation
Models
Cloud data
platform(s)
Enterprise
DWHS
Data lake(s)
That loyalty
program running
on AWS
AI/ML
Next Best
Offer
RT
Personalization
Campaign
Execution
Standards
Interaction
History
Contact History
Data Jungle Data You Make

14. .
.
Design Robust Campaign Definitions
• Considerations:
• How do you start a campaign?
• How do your campaigns roll up?
• How do you slice and dice your campaign analytics?
• How do you tie your budgets to your campaign execution?
Design your execution structure for campaigns to ensure they can be analyzed before you launch them.

15. • Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
The best you can do is rapidly adapt
to stay ahead of the lions...

16. .
.
Martech is a team sport
Dig ita l In b ou n d En d to En d Proc e ss
Strategy Design & Unica 9.1 Onboarding Process for New Campaigns
Version 1.0
Digital Strategist
Portfolio Marketing
Agency Partner
GMC OV Code
Resource
*varies by BU
Performance Marketing
Campaign Manager
Marketing
Automation Lead
Campaign
Specialist
CIO Group
Role
1.0
Pre Worksh op
Begin to Develop Campaign Strategy
2.0
Worksh op
Refine Campaign Strategy
3.0
Post Worksh op
Finalize Campaign Strategy
4.0
Pre Im p le m e n ta tion
Campaign Build - Asset Creation and Coding/Tagging
5.0
Im p le m e n ta tion
Campaign Creation in Unica 9.1
Hold Tiger Team Kick
Off Meeting & Direct
Team to Training
1.2
Identify Offering
Diamond Teams
1.4
Direct Diamond
Teams to Workshop
Homework and
Training
1.5
Determine Target
Buyer and Cohort
from Marketers
Workspace
1.7
Develop Offering
Value Proposition
1.8
Create a Narrative
Draft
1.9
Create a Content
Inventory
1.10
Finalize the Offering
Value Proposition
2.1
Refine the Narrative
and Organize by
Themes
Themes are messaging
threads
2.2
Refine the Content
Blueprint Aligning
Content to Themes
Themes are messaging
threads
2.3
Refine the Campaign
Logic Map
2.4
Finalize and Add
Narrative and
Content Blueprint to
Marketer Workspace
3.1
Set up Marketing
Framework in Unica
Marketing
Operations (UMO)
1.6
Assemble a BU
Tiger Team
1.1
Identify Offerings for
Workshop
1.3
Review Workshop
Homework with
Portfolio Marketer
1.11
Online training is available. Click on on box to access training.
Ke y
More information is available. Click on on box to access details.
XXR Team
Geos
Analytics Specialist
Customize
Campaign Project
Plan
3.2
Finalize and Add
Campaign Logic Map
to Marketer Work-
space
3.3
Complete Campaign
Quality Assessment
on Marketer Work-
space
3.5
Gain Budget
Approval for Asset
Modifications and
New Assets
3.7
Complete Email
Logic, LDR Routing,
and Retargeting
Strategy
3.4
Begin Asset Creation
and/or Modification
3.10
Create Marketing
Offers in UMO
Organized by
Narrative Themes
3.13
Develop Creatives
and/or Copy
3.9
Develop Creative
Brief, including Email
3.8
Approve Creatives
and/or Copy
3.11
Develop
Implementation
Guide Draft
3.6
Place links to assets
in Marketer Work-
space
3.12
To Step 4.4
Create Media
Strategy
4.2
Develop Media
Brief
4.1
Approve Media
Strategy
4.3
Add Base URLs,
VCPI Parameters,
and other Parame-
ters to VCPI
Spreadsheet
4.12
Create Plan to Test
and Optimize
Campaign
4.15
Begin to Develop
LDR Enablement
Materials
4.16
Create Mail Codes in
Unica Campaign
4.6
Create Offer Version
(OV) Codes
4.5
To Step 4.10
Request Offer
Version (OV) Codes
in MOM or Other
Existing Process/Tool
4.4
From Step
3.13
Add Site ID and
Category ID to
untagged pages
This was completed by the
CIO group for 70,000
IBM.com web pages.
4.8
Confirm that
Web Pages have
correct Coremetrics
Tagging
4.7
Other
Pages
IBM.com
Pages
Gather Base URLs
for IBM.com, Web
Pages, MRS
4.11
Create Registration
Forms using MRS
Pathfinder
Required Inputs: OV Code,
Campaign Code, and
Base URL
4.10
Add Tags to Web
Pages using
Standard Template
4.9
From Step
4.6
Brief Geos
5.15
Send Enablement
Materials to LDRs
and Schedule Train-
ing Call(s)
5.17
Customize and/or
Localize Campaign
5.16
Complete Training
5.18
Collect and Test
Formatted URLs
4.14
Finalize
Implementation
Guide
4.17
Deploy Formatted
Social URLs
5.2
Deploy Formatted
Paid Media URLs
5.3
Code, Configure,
Test & Deploy Digital
Flowchart
5.1
Code, Configure,
Test & Deploy Leads
Flowchart
5.13
Deploy & Monitor
New Campaign
5.19
Provide Campaign
Analysis
5.20
Provide Web
Analytics Report
5.21
Refine and Optimize
Campaign
5.22
Review Test Emails
and Provide
Feedback
5.11
Code, Configure,
Test & Email
Flowchart
5.10
Schedule and Deploy
Email Flowchart
5.12
Assemble Emails in
Content Modules in
eMessage
5.9
Work Internally or
with Agency Partner
to Code Emails in
HTML
5.5
Test Campaign with
URLs
5.4
Create Post
Deployment
Campaign Test Plan
5.14
Send VCPI Spread-
sheet to
pjodoov@
us.ibm.com
to Generate URLs
4.13
The process map is maintained by the Marketing Strategy and Automation PMO. The purpose of this map is to provide general
guidance on how to design and onboard new campaigns onto Unica 9.1. The exact process will vary by Business Unit. As new
platform capablities, and processes become made available this map will be updated.
Please contact Katie Gross (katherine.gross@
us.ibm.com) or Joan White (joan@
us.ibm.com) for more information.
Perform Email
Creative and Copy
Quality Assurance
5.7
Send HTML File and
any Images to Brian
Dunkel for assembly
in eMessage
bdunkel@
us.ibm.com
5.8
Code Emails in
HTML
Required Inputs: Formatted
Asset URLs, Mailing Code
5.6
Are your teams part of a system to execute in market?

17. .
.
Digital Tagging - Before
Savings & Clearance
BOGO
Bring consistency to campaign structure currently handled in tags inconsistently
https:// www.retailstore.com /tsc/cs/select-
rebar-cottonstrong?cm_re=20200414-_-
BANNER-_-Ariat+Rebar+Cotton+Strong+Tee
https://www.retailstore.com/tsc/cms/pet-
sale?cm_mmc=Email-_-Ecom-_-2-
20_DWPNL_PROD_0219_AR07-_-
PurinaBOGO&cm_lm_mo64=em9laXMxQHlhaG
9vLmNvbQS2&utm_source=EMAIL&utm_mediu
m=ECOMM&utm_campaign=20_DWPNL_PROD
_0219_AR07-_-
PurinaBOGO&utm_content=Hero&mi_u=10013
5305255
https://www.retailstore.com/tsc/cs/appa
rel-clearance?cm_re=20200414-_-
BANNER-_-Clearance+Workwear
https://www.retailstore.com/tsc/cm
s/two-day-sale#disclaimer

18. .
.
Digital Tagging - After
Standard Campaign and Offer codes to track campaign performance
http://www.retailstore.com/tsc/cms/pe
tsale?cm_mmc=Display_Digitaltrends-
_-Email_Ecom-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
PurinaBOGO&cm_lm_mo64=em9laXMx
&cm_mmca1=000000MI&cm_mmca2=
10000099&cm_mmca3=M00000319
http://www.retailstore.com/tsc/cms/aria
t?cm_mmc=Display_Digitaltrends-_-
Email_Ecom-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
ariatrebarBOGO&cm_lm_mo64=em9laX
Mx&cm_mmca1=000000M2&cm_mmca
2=10000088&cm_mmca3=M00000320
http://www.retailstore.com/tsc/cms/We
b_IP12-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
5daysaleSALE&cm_lm_mo64=em9laXMx
&cm_mmca1=000000M15&cm_mmca2=
10000100&cm_mmca3=M00000750
http://www.retailstore.com/tsc/cms/We
b_IP12-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
ClearanceSALE&cm_lm_mo64=em9laXM
x&cm_mmca1=000000M25&cm_mmca2
=10000110&cm_mmca3=M00000950
• Considerations:
• Have you defined a clear RASCI across martech teams?
• Do your marketing workflows support it?
• Do your UTMs incorporate consistent campaign tracking codes?

19. • Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
The best you can do is rapidly adapt
to stay ahead of the lions...

20. VOC: “Personalization”
Content:
“We have content
sourced from and
deployed to
multiple
DAMs/CMSs
depending on the
channel.”
Segmentation:
“We have saved
segments that
today are created
from two
different CRM
systems for the
same campaign.”
Business rules:
“Merchandising
over-rides
personalization
rules with last
Real time Profiles:
“To do
personalization,
AI:
“How do we feed 500+
Promotions:
“Promos are
sourced from the
product catalog,
coupon, system and
multiple DAMs. We
assemble them
manually for
Recommendations:
“We want to
personalize the next
points of interest
when guests are on
site.”

21. The Personalization Challenge
Many inputs Individual outputs
Can I get a little
help here?
Profiles
360 Customer view
Segmentation
AI/ML
Next best offer
Content
Business rules
Offers & promos
Streaming data
My sale items
Recommended for you
Top trending
Points of interest
Reach your goals
Because you liked

22. Sewing - How to think about making clothes
Assembly
Pattern Materials
Designer
Styles
My shirt

23. What are your personalization patterns?
Pattern for Location Based personalization
Choose profile criteria
Set location parameters
Spec. personalization fields

24. Pattern for Goals & Milestones personalization
Define goals and milestones
Choose display for milestone progress
• Considerations:
• What are your personalization patterns?
• Common marketing intent/objectives
• Common inputs
• Common choices/tradeoffs around constraints
• What is the framework for executing your personalized customer
experiences?
What are your personalization patterns?

25. We think in terms of:
• Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
The best you can do is rapidly adapt
to stay ahead of the lions...

26. What does success look like?
Successfully navigating the martech jungle gives you:
• A macro “portfolio view” across marketing
• A micro view into campaign and tactic performance
• A straight line to “your number”

27. .
.
Marketing Portfolio Management
Invest scarce marketing
$ in star performers
Course correct or
budget cut

28. .
.
IBM Performance and Programmatic Marketing
Response Optimization - Granular diagnosis at the campaign & tactic level
28
Identify root
causes of “no
action taken”

29. .
.
IBM Performance and Programmatic Marketing
Source: Roy Morgan Research Dec 2001
2.2
2.4
2.5 2.5
CBA ANZ WBC NAB
Average number of products
32%
45% 45%
47%
ANZ CBA WBC NAB
Premium Customers Share of Wallet
Financial Services Australia is also the leader at
meeting personal customers’ needs
§ Wealthier customer base on segmented platforms
§ Long standing CRM capabilities
§ Broadest distribution channels
Lastly – what’s your number?
29
Banks – number of banking relationships (products)

30. .
.
IBM Performance and Programmatic Marketing
Lastly – what’s your number?
30
Utilities – customer satisfaction index

31. .
.
IBM Performance and Programmatic Marketing
Lastly – what’s your number?
31
Non-profits (.org) – fundraising efficiency

32. .
.
32
• Focus on your “core four” foundational technologies
• Carrot and stick approach to marketing budgets
• Ask “how will it scale?” at the end of every demo
Final Thoughts...

33. Some animals
just can’t be
tamed...

34. Thank you
thomas.hanniganjr@hcl.com