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Best of breed - The DNA of Unicorns

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A #MarTech presentation on 2016.03.21

Published in: Marketing
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Best of breed - The DNA of Unicorns

  1. 1. Best of Breed: The DNA of Unicorns
  2. 2. Isaac Wyatt Director, Marketing Strategy & Ops New Relic @IsaacWyatt
  3. 3. Marketing Analytics Marketing Technology Marketing Alignment Marketing Strategy Marketing Enablement @IsaacWyatt
  4. 4. Marketing Analytics Marketing Technology Marketing Alignment Marketing Strategy Marketing Enablement @IsaacWyatt Tools Procedures People
  5. 5. Marketing Analytics Marketing Technology Marketing Alignment Marketing Strategy Marketing Enablement Tools Procedures People Marketing Capabilities Platform Marketing Channels Marketing Tactics Marketing Messaging Marketing Effectiveness Marketing Activities @IsaacWyatt
  6. 6. @IsaacWyatt
  7. 7. Most Frequent Technologies 0 20 40 60 80 100 120 140 160 Google Analytics Google Universal Analytics Google Apps Gmail DoubleClick Conversion Facebook Widget Google AdWords Conversion Nginx YouTube Facebook Web Custom Audiences AppNexus Gmail SPF Google Tag Manager Google Font API WordPress.org Amazon AWS New Relic Twitter Advertising LiveRamp @IsaacWyatt
  8. 8. # of Technologies by Stage @IsaacWyatt - 5 10 15 20 25 30 35 40 45 #Technologies Funding Stage
  9. 9. # of Marketing Techs by Stage @IsaacWyatt - 2 4 6 8 10 12 14 16 #Technologies Funding Stage
  10. 10. Most Frequent Marketing Techs amongst “Unicorns” @IsaacWyatt 0 20 40 60 80 100 120 140 160 #Companies
  11. 11. 1 Technographics @IsaacWyatt Comparing how similar or different the tech stacks of each company are. Companies with similar tech stacks appear closer to each other.
  12. 12. Technographics @IsaacWyatt Example: Media companies Buzzfeed and Vice have similar technology stacks, so appear close to each other.
  13. 13. Co-occurring Techs Vendor Tech Correlation % Brightcove Compete 70.5% IBM Websphere Endeca 70.5% Extole Gauges 70.5% RackSpace CDN DocuSign 57.4% Localytics SteelHouse 57.4% DemandBase Linkedin Display Ads ( Formerly Bizo) 47.7% New Relic Optimizely 46.8% Segment.io HeapAnalytics 46.5% @IsaacWyatt
  14. 14. 1@IsaacWyatt Other Patterns?
  15. 15. 1@IsaacWyatt Other Patterns?
  16. 16. @IsaacWyatt
  17. 17. Build Virtuous Cycles @IsaacWyatt OBSERVE ORIENT ACT DECIDE OODA LOOPS
  18. 18. Develop Anti-Fragile Systems @IsaacWyatt
  19. 19. Design with Crash-only recovery in mind @IsaacWyatt Copyright 2016 BioLite Inc.
  20. 20. @IsaacWyatt
  21. 21. Proactive Hacky AnalyticalConnected Empathetic Hire those who score highly in all categories in PHACE framework.... they may tend to be introverted, thoughtful, and quirky. @IsaacWyatt
  22. 22. Embrace the Hedgehog and the Fox @IsaacWyatt
  23. 23. Employee Interest @IsaacWyatt Company Interest Shared Value
  24. 24. Pulling it all together @IsaacWyatt
  25. 25. @IsaacWyatt Right Tech Smart Process Enabled People
  26. 26. @IsaacWyatt

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