Many companies have the challenge that more and more marketing requirements need to be fulfilled by technology. To support this there is a continuously growing number of tools and vendors. But which are the right ones for you and how do you select them to ensure a successful integration into your existing landscape? This presentation shows you the key steps to prepare, compose and operate a marketing technology landscape which helps you to create a compelling user experience.

1. CONSOLIDATION OF YOUR
MARKETING TECHNOLOGY
LANDSCAPE
July 2015 crafted with ❤ by STEFAN
MARKETING
TECHNOLOGY
CONSULTING

2. TABLEOFCONTENT
06 11 16 19
PREPARE COMPOSITION OPERATIONS CONCLUSION
2
ODDEVEN IN SHORT
21

3. © 2015 oddEVEN AG
Inconsistent
customer experience
3
IMPACT OFAFRAGMENTED MARKETING TECHNOLOGY
LANDSCAPE
Not reaching
business goals

4. © 2015 oddEVEN AG
The key steps for a
successful
consolidation of your
Marketing Technology
Landscape
4

5. © 2015 oddEVEN AG
Prepare
Involve organization
Define requirements
Maturity (as-is / to-be)
Composition
Market overview
Landscape (as-is / to-be)
Selection
Operations
Establish governance
Stay up-to-date
5
KEYSTEPS

6. PREPARE
6

7. © 2015 oddEVEN AG
Create a common
understanding with all
stakeholders
Ensure collaboration between
Marketing & IT
Define business goals and key
performance indicators
7
INVOLVE
ORGANIZATION

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DEFINE
REQUIREMENTS
PERSONAS
aware
engage
usecontinue
leave
USER JOURNEY
BUSINESS
CAPABILITIES
core
additional
TECHNICAL
CAPABILITIES
Start with personas and analyze
their user journeys. For each of
the steps in the journeythe
required business capabilities are
definedand then the technical
capabilities to fulfillthem.
This process can be done in an
iterative way, but should always
be done end-to-end for a given
persona.

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DEFINE MATURITY: EXAMPLEANALYTICS
DecisionSupport
Descriptive
Diagnostic
Predictive
Prescriptive
Prescriptive
automated
 What has
happen
 Why did it
happen
 What will
happen
 What should
we do
 Automated
decisions and
actions
Maturity
as-is
to-be

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MATURITY MODELANALYTICS
DecisionSupport
Descriptive
Diagnostic
Predictive
Prescriptive
Prescriptive
automated
 Why did it
happen
 Extensive
structured
data set
 What will
happen
 Structured
and
unstructured
data
 External data
sources
 What should
we do
 Decision
support
 Metadata
about the
used data
 Feedback
loops
 Automated
decisions and
actions
 Complex
decision
models
 Real time data
 Automated
feedback loops
 Machine
learning
Maturity
 What has
happen
 Limited data
set

11. COMPOSITION
11

12. © 2015 oddEVEN AG
What categories are there
Infrastructure, Backbone (CRM, Marketing Automation, CMS,
eCommerce), Middleware (Data Management Platforms, Tag
Management, Cloud Integration), Experience (Video, SocMed,
Content, Ads), Operations (Analytics, Data, DAM)
Where do you find the tools
Lumascape, Chiefmartec Supergrafic (Excel from Heinz
Marketing)
Where to find decision support
G2Crowed, TrustRadius, Analysts
12
MARKET OVERVIEW
TOOLS

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AS-IS-LANDSCAPE –MARKETING AUTOMATION EXAMPLE
WEBINAR
S
[CRM]
Marketing
Alignment
[Predictive
Analytics]
Call Center
List Providers
Lead Scoring/
Normalization
[Website
Tracking]
[Content
Management]
[Social Tools]
[Webinar
Platform]
LEGEND
Offline Prospect
Data Sources
Marketing Tasks /
Processes
Marketing Tech
Systems
Roadblock /
Chokepoint
Manual Data Flow
Automated Data
Flow

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TO-BE-LANDSCAPE –MARKETING AUTOMATION EXAMPLE
WEBINAR
S
[CRM]
[Marketing
Automation]
[Predictive
Analytics]
Lead Scoring/
Normalization
[Website
Tracking]
[Content
Management]
[Social Tools]
[Webinar
Platform]
LEGEND
Offline Prospect
Data Sources
Marketing Tasks /
Processes
Marketing Tech
Systems
Roadblock /
Chokepoint
Manual Data Flow
Automated Data
Flow
Call Center
List Providers

15. © 2015 oddEVEN AG
Build vs. Buy
Best-of-breed vs. Suite
Suitable complement for the
existing tools
Culture, strategy and roadmap
of the vendors
Available skills internal and from
partners
15
CRITERIA
SELECTION-
PROCESS

16. OPERATIONS
16

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DIGITAL MARKETING GOVERNANCE
…is the framework for the development and enhancement of the
strategy, management und operations of all digitale activities.
Policies &
Guidelines
Organizational
environment
Process
framework
Tools

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Build and enhance internal
knowledge and skills
Ensure ownership of your data
Build for change
Buy tools according to your
maturity level
Think big – act small
18
STAY
UP-TO-DATE

19. CONCLUSION
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Technology is only the
means to let people
experience your story
20

21. oddEVEN
in short
21

22. © 2015 oddEVEN AG
Some call it optimization of synergies between marketing and technology to achieve qualitative innovation.
At oddEVEN we call it Marketing Technology.
We create the connection between marketing strategy and IT systems. Therewith we help our customers to
create cutting-edge digital solutions.
Whether we support marketing to define requirements and maturity, to select the right tools to achieve their
goals or help IT to understand and implement the vision of marketing – we create bridges between to worlds.
We take your vision, add our know-how and deliver successful results that redefine the way digital business
is done.
We make marketing more agile and technology more creative.
22
WHATWEDO

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WHOWEARE
We are oddEVEN, a team of six consultant from the areas of digital marketing, front end and software
development. We all bring many years of experience in consulting and working in large enterprises.
oddEVEN stands for bringing together marketing and IT, for digitalization and the
combination of different skills and views.

24. © 2015 oddEVEN AG
Stefan Malär
Managing Partner
Redefining Marketing Technology
stefan.malaer@oddeven.ch
+41 79 511 6222
@stefanmalaer
oddEVEN AG
http://oddeven.ch
@oddevench
24
YOURCONTACT

25. © 2015 oddEVEN AG
Tool Selection
http://chiefmartec.com/
http://www.lumapartners.com/resource-
center/lumascapes-2/
http://www.heinzmarketing.com/marketing-technology-
landscape-directory/
https://www.g2crowd.com/
https://www.trustradius.com/
Governance
http://rosenfeldmedia.com/books/managing-chaos/
25
LINKS