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© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks ...
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Evolve 19 | Jay Mellman | Ensuring MarTech Gets the Job Done – Epsilon’s Value Realization Framework in Action

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Clients buy marketing tools to help their teams plan, build, and execute a wide variety of complex activities. But all too often, software sits on the shelf, teams lack coordination, and in the end, clients do not see promised outcomes. In this session, Jay will outline the VRF precepts and highlight customer examples that emphasize the incremental, process-focused, and cross-tool linkages that are driving client success.

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Evolve 19 | Jay Mellman | Ensuring MarTech Gets the Job Done – Epsilon’s Value Realization Framework in Action

  1. 1. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 1 #evolve19 VALUE REALIZATION FRAMEWORK Unlocking the Power of the Adobe Cloud Jay Mellman VP, Account and Market Strategy
  2. 2. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 2 #evolve19 EPSILON HAS STRONG CREDENTIALS IN THE ADOBE MARKET Epsilon Adobe Credentials Epsilon Delivers Broad Services Major Activity with Adobe Overall: • 10-year partnership • One of 10 Global Adobe partners • Certified across all components of Adobe Experience Cloud. • 50+ Experience Manager projects • 50+ Campaign projects • 60+ Analytics projects • 30+ Target projects • 25+ Audience Manager projects • 400 Adobe technology specialists for 24/7 support • Certified Adobe Amplify solution (AEC+ Agility Loyalty) Marketing data Behavioral and Transactional info on 190M+ Consumers Insights & strategy Discovery, assessment, strategy, and planning Marketing technology Digital experience, loyalty, email & database management Creative services Full agency services Media Reach Turnkey digital media
  3. 3. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 3 #evolve19 WE BELIEVE IN ADOBE AS THE LEADING PLATFORM FOR MARKETING 1 3 2 4 5 WE BUY INTO THEIR VISION WE FOCUS WHERE THEY FOCUS WE SHARE CUSTOMERS LONG AND VALUABLE RELATIONSHIP WE SUPPORT THEIR ENTIRE STACK
  4. 4. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 4 #evolve19 “I’m going to buy the software. Once I understand the capabilities of the software, then I’m going to build the processes and strategies around that.” Inside out “We’re think we’re going to standardize on Adobe – then we’ll have a consistent toolset and a common approach across marketing and our brands.” Top down “We stood it up the software and got things deployed. But we’ve hit a wall and no one is using the software.”We’re just stuck “We’re just focused on getting this solution to work.” or “IT isn’t helping marketing with its job.” Just make it work better WHAT WE HEAR FROM OUR CLIENTS MAJOR USE CASES
  5. 5. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 5 #evolve19 THE PROBLEMS WE SEE ARE ENDEMIC 5 03 Integrators over-implementing without regard for use or outcomes 04 Collisions between teams and brands without focus on consumers 05 Internal IT not used to pace and scale of digital marketing 01 Too much software, not enough use, no return on investment 02 Vendors sold enterprise licenses and now getting pushback 06 Lack of focus on data, data management, and data activation
  6. 6. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 6 #evolve19 THE ELEMENTS OF THE EPSILON VRF APPROACH The right measurement framework aligned to goals and KPI’s The right organizational structures to drive superior customer experiences The right data that flows seamlessly Enough technology to meet the needs at a given point in time A stepwise approach that optimizes people, process, data and software for measurable impact An organization- wide roadmap and business case that guides activities near- and long-term
  7. 7. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 7 #evolve19 BE BOTH MARKETERS AND TECHNOLOGISTS Measurement Organization structure Appropriate data Enough technology Incremental wins Roadmap and business case Mesh top-down with bottom-up Take a deliberate step- wise approach Apply the technology – don’t let technology lead VRF Elements Focus on marketing outcomes – at each stage Making VRF Work
  8. 8. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 8 #evolve19 HOW WE APPROACH ENGAGEMENTS Incremental Work PackagesStructured Cross-Discipline Discovery Data Rationalization Analysis Adobe Project Scaffolding Simultaneous Roadmapping Org and Process Analysis
  9. 9. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 9 #evolve19 SAMPLE ENGAGEMENTS APPLYING THE VRF PRECEPTS
  10. 10. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 10 #evolve19 • Problems • Multiple lines of business with different customer interaction • Internal team collisions • IT stuck in integration hell • VRF Approach • Act as neutral referee across key stakeholders • Align around “market in” rather than “systems out” • Impact • CX is now the primary prioritization guide • Dramatic improvements in NPS and cross-sell VRF IN PRACTICE FORTUNE 250 FINANCIAL INSTITUTION 10
  11. 11. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 11 #evolve19 • Problems • Digitally-savvy consumers demand consistent information • Recognized need to evolve from silos and divisional control • Time-consuming and costly reliance on agencies for content • VRF Approach • Partner with champion to extend new strategic marketing vision • Demonstrate world-class CX built on 360° customer view • Impact • Executive commitment to vision based on “Proof of Concept” • Significant reductions in time-to-market, agency spend, and rework VRF IN PRACTICE TOP 5 PHARMACEUTICAL FIRM WANTS CX LEADERSHIP AND AGILITY 11
  12. 12. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 12 #evolve19 • Problems • Multi-brand company lacking consistent engagement with sales and customers • Market confusion due to brands with differing levels of maturity • Tremendous pressure on costs • VRF Approach • Reengaged client with incremental approach across people, process, and technology • Broadened stakeholder base to avoid “change-order mentality” • Impact • Project regaining momentum and lost time-to-market • IT team gaining internal credibility with business units VRF IN PRACTICE LOSS AND WIN-BACK FROM TOP-TIER INTEGRATOR 12
  13. 13. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 13 #evolve19 • Problems • Client issued RFP for CRM system • Focused heavily on technology, not the customer experience • VRF Approach • Reframe discussion away from feature/function toward customer engagement • Top-down CX blended with tools and team capabilities • Impact • Using proposal to guide new sets of KPI’s and activities at each level of the organization • Identified organizational gaps and team capabilities VRF IN PRACTICE WORKS EVEN BEFORE WE TOUCH THE SOFTWARE 13
  14. 14. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 14 #evolve19 THE HOME STRETCH BENEFITS OF THINKING BEYOND THE SOFTWARE
  15. 15. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 15 #evolve19 Establishes appropriate balance between people, processes and technology Delivers proof points and internal selling tools throughout an engagement Ensures that data informs decision points and flows seamlessly and appropriately Delivers marketing transformation and market impact CLIENT BENEFITS OF VRF UNLOCKING THE POWER OF THE TECHNOLOGY Leverages broader experience and expertise across marketing
  16. 16. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 16 #evolve19 VRF HAS ENABLED NEW SOLUTIONS AROUND ADOBE Adobe Experience Cloud™ Adobe Creative Cloud™ MULTICLOUD ORCHESTRATION Driving content velocity and rightsizing across creation and use INTEGRATED AMPLIFY™ LOYALTY Driving lifetime relationships by managing customer engagement over time UNITE™ Managing identity through advanced data and data management VIEW 24/7™ Driving actionable insights from proprietary data and analytics
  17. 17. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 17 #evolve19 THE TAKEAWAYS: MAKING VRF WORK 17 Focus on marketing outcomes – at each stage Mesh top-down with bottom-up Take a deliberate step-wise approach Apply the technology – don’t let technology lead
  18. 18. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential All names and logos are trademarks or registered trademarks of their respective owners. 18 #evolve19 THANK YOU!

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