Josh Manion, CEO, Ensighten
Marketing technology is evolving rapidly, and it’s bringing teams, channels, technologies and data right along with it. In doing so, technology is creating new intersection points with tremendous business potential and long-reaching impacts. For brands using an enterprise tag management system to its fullest potential, tags, and the data within tags, are at the center of all this convergence. But how is streamlining, standardizing, and syndicating customer data through a tag management system different than other leading industry approaches to harnessing data? This session will establish a framework to get everyone aligned on core definitions and set the stage for tangible, thought provoking discussions throughout the day.
Accelerating the Value of Data Management Platforms with Tag Management SystemsEnsighten
James Niehaus, VP of Analytics and Digital Strategy, Ensighten
Gartner calls the data management platform (DMP) the “soul of modern marketing,” but many marketers have yet to decipher the alphabet soup that feeds into today’s marketing technology stack. Find out the key differences between DMPs and tag management systems (TMS) and how first-party data from a brand’s website, combined with other sources of online and offline data, is foundational for enhancing audiences generated by the DMP. Dive into how DMPs and tag management systems actually work in a symbiotic relationship that can produce more value on both sides, including faster DMP roll-out, better audiences and improved data ownership.
(James Niehaus, VP Analytics and Digital Strategy, Ensighten) Can Your TMS Keep Up With Modern Enterprise Requirements?Today’s digital landscape is evolving at hyper-speed. Executives everywhere are struggling to maximize the return on their technology investments and meet the needs of multi-channel consumers. Meanwhile, IT teams are grappling with how to collect, own and take action on first-party customer data in a way that is secure and transparent. For both groups, extracting value from the MarTech stack is a defining business and technical challenge of our time. That’s why it’s critical to rethink what enterprise tag management truly means. This strategy brief explores what an enterprise-class system should offer so that organizations can adjust to changing market conditions and drive digital transformation.
Tag Management : A Key Component of an International Digital StrategyEnsighten
Romain Stievenard from France Médias Monde discusses how tag management is a key part of their international digital strategy. He outlines their goals of being responsive, innovative, and creating a flexible commercial offer while maintaining stability and performance across their 50 websites and 10 apps. He describes using a tag manager to optimize performance in 3 steps: 1) create a flexible commercial offer, 2) share development resources across platforms, and 3) implement geographic restrictions to better target audiences without degrading the user experience.
Hacking Marketing: The Amazing Convergence of Marketing & SoftwareEnsighten
Scott Brinker, Co-Founder and CTO, ion interactive, and blogger (chiefmartec.com)
Marketing has become thoroughly entangled in software. But this is a good thing! It dramatically changes the leverage that marketers can bring to their craft. But to succeed, marketing management must evolve to harness the dynamics of a digital world instead of fighting them. Scott’s presentation, based on his new book, Hacking Marketing, will inspire you with a fascinating collection of ideas from the world of software development — agile management, models of innovation and scalability, and strategies for taming the explosive growth of complexity — that marketers can adapt to thrive in this new environment.
Née en 2009 aux Etats-Unis et leader mondial du Tag Management, Ensighten est un nouvel entrant sur le marché français. Son approche technologique radicalement différente – et parfois destabilisante – a suscité un vif intérêt en France depuis l’ouverture du bureau parisien en 2015. Une tendance qui se confirme plus généralement sur la zone EMEA.
Ian Woolley, General Manager EMEA, expliquera la vision stratégique d’Ensighten et présentera les grands enjeux auxquels Ensighten répond en Europe.
Mobile Apps: No Longer a Black Box of Digital MeasurementEnsighten
David Johnson, VP Account Development, Stratigent
Marie-Pierre Dery, Manager, Measurement Solutions and Data Governance, TD Bank
Since the dawn of the Internet, digital marketers have been a notoriously analytics focused bunch. But when it comes to mobile apps, most marketers are unable to work their powers of digital insight. In fact, 57 percent of business professionals say they use no analytics whatsoever to measure their mobile apps, according to a recent Forrester survey. So what are the challenges and how can brands overcome this measurement gap? Learn how Stratigent is using Ensighten Mobile to simplify mobile app analytics for major brands, enabling better optimization, deeper customer engagement and improved ROI.
3 forrester - tag management state of the unionEnsighten
Tag management systems have become more widely adopted and mature.
(1) Tag management functionality is now standard across most vendors, and tag management capabilities have become a common feature rather than a standalone product.
(2) Tag management allows organizations to more easily manage tags across websites, applications, and internal/external teams through distributed and democratized access.
(3) As tag management systems evolve, their focus is expanding beyond tag distribution to also include capabilities like data management, privacy controls, and directly leveraging data for marketing platforms and real-time decisioning.
5 tui - tui travel’s journey to tag control & marketing agilityEnsighten
This document summarizes TUI Travel's implementation of Ensighten's enterprise tag management system. It discusses that TUI Travel is a large European tour operator with multiple brands and booking engines that previously made tagging changes difficult. Ensighten provided a centralized way to manage tags across systems, allowing TUI Travel to more easily test changes, integrate with partners, and fix bugs. Some key achievements with Ensighten included consolidating 276 tag rules with no issues and gaining insights into user experience issues on checkouts.
Accelerating the Value of Data Management Platforms with Tag Management SystemsEnsighten
James Niehaus, VP of Analytics and Digital Strategy, Ensighten
Gartner calls the data management platform (DMP) the “soul of modern marketing,” but many marketers have yet to decipher the alphabet soup that feeds into today’s marketing technology stack. Find out the key differences between DMPs and tag management systems (TMS) and how first-party data from a brand’s website, combined with other sources of online and offline data, is foundational for enhancing audiences generated by the DMP. Dive into how DMPs and tag management systems actually work in a symbiotic relationship that can produce more value on both sides, including faster DMP roll-out, better audiences and improved data ownership.
(James Niehaus, VP Analytics and Digital Strategy, Ensighten) Can Your TMS Keep Up With Modern Enterprise Requirements?Today’s digital landscape is evolving at hyper-speed. Executives everywhere are struggling to maximize the return on their technology investments and meet the needs of multi-channel consumers. Meanwhile, IT teams are grappling with how to collect, own and take action on first-party customer data in a way that is secure and transparent. For both groups, extracting value from the MarTech stack is a defining business and technical challenge of our time. That’s why it’s critical to rethink what enterprise tag management truly means. This strategy brief explores what an enterprise-class system should offer so that organizations can adjust to changing market conditions and drive digital transformation.
Tag Management : A Key Component of an International Digital StrategyEnsighten
Romain Stievenard from France Médias Monde discusses how tag management is a key part of their international digital strategy. He outlines their goals of being responsive, innovative, and creating a flexible commercial offer while maintaining stability and performance across their 50 websites and 10 apps. He describes using a tag manager to optimize performance in 3 steps: 1) create a flexible commercial offer, 2) share development resources across platforms, and 3) implement geographic restrictions to better target audiences without degrading the user experience.
Hacking Marketing: The Amazing Convergence of Marketing & SoftwareEnsighten
Scott Brinker, Co-Founder and CTO, ion interactive, and blogger (chiefmartec.com)
Marketing has become thoroughly entangled in software. But this is a good thing! It dramatically changes the leverage that marketers can bring to their craft. But to succeed, marketing management must evolve to harness the dynamics of a digital world instead of fighting them. Scott’s presentation, based on his new book, Hacking Marketing, will inspire you with a fascinating collection of ideas from the world of software development — agile management, models of innovation and scalability, and strategies for taming the explosive growth of complexity — that marketers can adapt to thrive in this new environment.
Née en 2009 aux Etats-Unis et leader mondial du Tag Management, Ensighten est un nouvel entrant sur le marché français. Son approche technologique radicalement différente – et parfois destabilisante – a suscité un vif intérêt en France depuis l’ouverture du bureau parisien en 2015. Une tendance qui se confirme plus généralement sur la zone EMEA.
Ian Woolley, General Manager EMEA, expliquera la vision stratégique d’Ensighten et présentera les grands enjeux auxquels Ensighten répond en Europe.
Mobile Apps: No Longer a Black Box of Digital MeasurementEnsighten
David Johnson, VP Account Development, Stratigent
Marie-Pierre Dery, Manager, Measurement Solutions and Data Governance, TD Bank
Since the dawn of the Internet, digital marketers have been a notoriously analytics focused bunch. But when it comes to mobile apps, most marketers are unable to work their powers of digital insight. In fact, 57 percent of business professionals say they use no analytics whatsoever to measure their mobile apps, according to a recent Forrester survey. So what are the challenges and how can brands overcome this measurement gap? Learn how Stratigent is using Ensighten Mobile to simplify mobile app analytics for major brands, enabling better optimization, deeper customer engagement and improved ROI.
3 forrester - tag management state of the unionEnsighten
Tag management systems have become more widely adopted and mature.
(1) Tag management functionality is now standard across most vendors, and tag management capabilities have become a common feature rather than a standalone product.
(2) Tag management allows organizations to more easily manage tags across websites, applications, and internal/external teams through distributed and democratized access.
(3) As tag management systems evolve, their focus is expanding beyond tag distribution to also include capabilities like data management, privacy controls, and directly leveraging data for marketing platforms and real-time decisioning.
5 tui - tui travel’s journey to tag control & marketing agilityEnsighten
This document summarizes TUI Travel's implementation of Ensighten's enterprise tag management system. It discusses that TUI Travel is a large European tour operator with multiple brands and booking engines that previously made tagging changes difficult. Ensighten provided a centralized way to manage tags across systems, allowing TUI Travel to more easily test changes, integrate with partners, and fix bugs. Some key achievements with Ensighten included consolidating 276 tag rules with no issues and gaining insights into user experience issues on checkouts.
Making Your Site Vendor Agnostic via a Modern Data LayerEnsighten
(Presented by Matt Gallion, Implementation Engineer, Ensighten)
Properly built and maintained data layers allow a company the freedom to swap vendors out as needed without having to completely restructure their page code. In this session we will discuss why they are useful, how to properly implement one and how to govern the data across web and mobile properties.
Ensighten's data and tag management platform allows companies to collect user data from various online and offline sources, integrate it into centralized user profiles, and activate those profiles in real-time across channels for personalized experiences. It removes bottlenecks around deploying tags and improves page performance. Customers have reported being able to launch new programs and technologies much faster. Ensighten helps build a single, unified view of each customer to improve personalization and attribution across channels.
Protéger ses données personnelles dans un environnement multi-device: un enje...Ensighten
Ordinateurs, Mobiles, Tablettes, Montres, Voitures, … Aujourd’hui, grâce à des technologies de communication et de traitement de l‘information de plus en plus performantes et de moins en moins chères, nous entrons dans un monde multi devices où tout objet physique va être “connecté”, commandé à distance et pourra communiquer avec d’autres. Ce nouvel eco-système offre des opportunités sans précédent de nouveaux services et de personnalisation qui vont bouleverser notre vie courante. Cependant, plus il se développe, plus les individus prennent conscience des risques inhérents, plus spécifiquement autour de la protection de leurs données et de leur vie privée. Aussi, ce monde connecté confronte les entreprises à des cyber attaques de plus en plus nombreuses et élaborées, mettant à rude épreuve l’intégrité de leurs systèmes d’information et de leurs données clients. Dès lors, cet enjeu de protection devient commun aux deux parties avec, en filigrane, la confiance et la qualité de l’engagement.
Hervé Le Jouan, CEO de Privowny et figure reconnue du monde mobile et de la donnée, nous expliquera pourquoi et comment ces enjeux constituent une opportunité unique de mettre les individus au centre, de leur donner un pouvoir de visibilité et de contrôle qui bénéficiera assurément aux entreprises: une confiance éclairée!
As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. In Part 1 of The Marketing Automation Manual, we provide a basic understanding of this increasingly important element of the marketing mix and we help you assess the needs around marketing automation in your business. After this presentation, you’ll be ready for Part 2 of The Marketing Automation Manual. Visit www.tocquigny.com for more information.
With the advent of digital marketing, a growing number of marketing software is released. This is what we call MarTech for Marketing Technologies. But there is a problem...
Read the related article (French) here: http://www.afelio.be/fr/news/le-probleme-avec-les-martech
How to Get More Mileage Out of Your Data: Use Branded Research to Engage Buye...G3 Communications
From the B2B Content2Conversion Conference, with:
Pablo T. Rivero, Director, Engagement and Awareness Strategy, Global Corporate Payments, American Express Corp.
The document discusses the evolution of intelligent analytics in marketing. It provides three examples of how data science techniques were used to improve segmentation, targeting, and personalization. For a home furnishings client, clustering was used to segment customers based on their online and offline behavior into more meaningful groups. A car rental company used naïve Bayes modeling to identify lookalike customers likely to convert offline. Finally, a gum brand used geohashing and caching to enable more hyperlocal and timely ad targeting based on customers' locations and moments.
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Martech Blueprint Imperative. PRESENTATION: The Martech Blueprint Imperative - Given by Cynthia Gumbert, @Cyngumbert - CA Technologies, VP of Digital & New Accounts Marketing
Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.
This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.
ANTS | BigData and AdTech in the new Performance Marketing AgeANTS
ANTS | BigData and AdTech in the new Performance Marketing Age
Industry 4.0 to Marketing 4.0
Productivity in Marketing Automation and Data-Driven Marketing
Scott Brinker - The State of Marketing Technology 2017/2018Martech Alliance
Scott Brinker of HubSpot, Chiefmartec.com & MarTech conference series delivered this session at the MarTech Festival, 16th November, London. #MarTechFest
Scott Brinker - Navigating the Marketing Technology landscapeAvaus
Scott Brinker is a co-founder and CTO of an interactive content company and editor of a blog on marketing and technology. He is also the program chair of a marketing technology conference. The document discusses the rapidly expanding landscape of marketing technologies, with over 3,500 technologies identified in 2016. It emphasizes that technology changes quickly but organizations adapt slowly. It also examines how marketing can learn from software management to better navigate this shifting environment.
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
From the 2016 B2B Content2Conversion Conference, with:
Panelist:
-Andrew Gaffney, Publisher and Editorial Director, Demand Gen Report
-Liz Miller, CMO Council
-Dan MacDonald, CMO, MX
Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hà...ANTS
Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hàng Số (Digital CRM & CEM).
“Marketing theo định hướng dữ liệu và Hệ thống quản trị khách hàng số” - ông Đinh Lê Đạt, Chuyên gia về Dữ liệu lớn, Tập đoàn FPT, Đồng sáng lập & CEO ANTS
"Với vai trò của một Marketer & Salesman trong thời đại Internet & Big Data không khó để nhận ra rằng Digital Marketing đã và đang khai phá ra quy cách chuẩn biến dữ liệu thành giá trị thương mại. Tương lai của Sale & Marketing sẽ hợp nhất các chiến lược riêng lẻ, công nghệ sẽ giúp xác định trạng thái khách hàng đang đứng ở đâu trong toàn bộ tiến trình ra quyết định. Thông tin có thể trợ giúp quá trình chọn lựa nội dung quảng cáo và thông điệp tương ứng cần truyền tải đến với người dùng là gì. Câu trả lời chính là nền tảng Marketing hợp nhất trong tương lai không chỉ xoay quanh Marketer không thôi. Thay vào đó nó phải hướng tới khách hàng (Digital CRM) tại bất cứ nơi đâu họ tiếp xúc với nhãn hiệu dù là trực tuyến hay trong đời sống thực."
ANTS.vn
Martech is the blending of marketing and technology. It refers to major initiatives that require technological resources to meet marketing objectives. Martech gives advertisers the opportunity to form one-on-one relationships with customers by sharing data and allowing for personalized experiences. The company strives to implement martech into their strategies to give clients the best experience and help growing organizations reach their full potential through technological marketing solutions.
Scott Brinker is the force behind the popular blog ChiefMartec.com, and has been chronicling the growth of marketing technology through his annual landscape super graphic. Mayur Gupta is widely recognized as one of the first-ever Chief Marketing Technologists. Together, they are two of the world’s most respected authorities on marketing technology and its impact on business. In this event, they will join forces for the first time to debate a number of hot topics they consider crucial to the future of marketing.
1) Data is central to digital advertising, with over 80% of companies confirming its importance now and in the future. However, data is often siloed without being relevant to user needs.
2) The evolution of data-driven advertising is shaking up the industry as contextual, predictive, and integrated smart data becomes more prevalent. Smart data can bridge the gap between brands and performance.
3) Using integrated smart data along the user journey from initial consideration to loyalty can provide advanced targeting, dissolve data silos, and increase transparency through smart KPIs.
Making Your Site Vendor Agnostic via a Modern Data LayerEnsighten
(Presented by Matt Gallion, Implementation Engineer, Ensighten)
Properly built and maintained data layers allow a company the freedom to swap vendors out as needed without having to completely restructure their page code. In this session we will discuss why they are useful, how to properly implement one and how to govern the data across web and mobile properties.
Ensighten's data and tag management platform allows companies to collect user data from various online and offline sources, integrate it into centralized user profiles, and activate those profiles in real-time across channels for personalized experiences. It removes bottlenecks around deploying tags and improves page performance. Customers have reported being able to launch new programs and technologies much faster. Ensighten helps build a single, unified view of each customer to improve personalization and attribution across channels.
Protéger ses données personnelles dans un environnement multi-device: un enje...Ensighten
Ordinateurs, Mobiles, Tablettes, Montres, Voitures, … Aujourd’hui, grâce à des technologies de communication et de traitement de l‘information de plus en plus performantes et de moins en moins chères, nous entrons dans un monde multi devices où tout objet physique va être “connecté”, commandé à distance et pourra communiquer avec d’autres. Ce nouvel eco-système offre des opportunités sans précédent de nouveaux services et de personnalisation qui vont bouleverser notre vie courante. Cependant, plus il se développe, plus les individus prennent conscience des risques inhérents, plus spécifiquement autour de la protection de leurs données et de leur vie privée. Aussi, ce monde connecté confronte les entreprises à des cyber attaques de plus en plus nombreuses et élaborées, mettant à rude épreuve l’intégrité de leurs systèmes d’information et de leurs données clients. Dès lors, cet enjeu de protection devient commun aux deux parties avec, en filigrane, la confiance et la qualité de l’engagement.
Hervé Le Jouan, CEO de Privowny et figure reconnue du monde mobile et de la donnée, nous expliquera pourquoi et comment ces enjeux constituent une opportunité unique de mettre les individus au centre, de leur donner un pouvoir de visibilité et de contrôle qui bénéficiera assurément aux entreprises: une confiance éclairée!
As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. In Part 1 of The Marketing Automation Manual, we provide a basic understanding of this increasingly important element of the marketing mix and we help you assess the needs around marketing automation in your business. After this presentation, you’ll be ready for Part 2 of The Marketing Automation Manual. Visit www.tocquigny.com for more information.
With the advent of digital marketing, a growing number of marketing software is released. This is what we call MarTech for Marketing Technologies. But there is a problem...
Read the related article (French) here: http://www.afelio.be/fr/news/le-probleme-avec-les-martech
How to Get More Mileage Out of Your Data: Use Branded Research to Engage Buye...G3 Communications
From the B2B Content2Conversion Conference, with:
Pablo T. Rivero, Director, Engagement and Awareness Strategy, Global Corporate Payments, American Express Corp.
The document discusses the evolution of intelligent analytics in marketing. It provides three examples of how data science techniques were used to improve segmentation, targeting, and personalization. For a home furnishings client, clustering was used to segment customers based on their online and offline behavior into more meaningful groups. A car rental company used naïve Bayes modeling to identify lookalike customers likely to convert offline. Finally, a gum brand used geohashing and caching to enable more hyperlocal and timely ad targeting based on customers' locations and moments.
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Martech Blueprint Imperative. PRESENTATION: The Martech Blueprint Imperative - Given by Cynthia Gumbert, @Cyngumbert - CA Technologies, VP of Digital & New Accounts Marketing
Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.
This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.
ANTS | BigData and AdTech in the new Performance Marketing AgeANTS
ANTS | BigData and AdTech in the new Performance Marketing Age
Industry 4.0 to Marketing 4.0
Productivity in Marketing Automation and Data-Driven Marketing
Scott Brinker - The State of Marketing Technology 2017/2018Martech Alliance
Scott Brinker of HubSpot, Chiefmartec.com & MarTech conference series delivered this session at the MarTech Festival, 16th November, London. #MarTechFest
Scott Brinker - Navigating the Marketing Technology landscapeAvaus
Scott Brinker is a co-founder and CTO of an interactive content company and editor of a blog on marketing and technology. He is also the program chair of a marketing technology conference. The document discusses the rapidly expanding landscape of marketing technologies, with over 3,500 technologies identified in 2016. It emphasizes that technology changes quickly but organizations adapt slowly. It also examines how marketing can learn from software management to better navigate this shifting environment.
Journey to Fully Integrated Digital Marketing By Gijs van KersenMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Juniper Networks' Journey to Integrated Digital Marketing Campaigns. PRESENTATION: Journey To Fully Integrated Digital Marketing - Given by Gijs van Kersen - @gijsvk - Senior Manager Marketing Operations EMEA - Juniper Networks. #MarTech DAY2
From the 2016 B2B Content2Conversion Conference, with:
Panelist:
-Andrew Gaffney, Publisher and Editorial Director, Demand Gen Report
-Liz Miller, CMO Council
-Dan MacDonald, CMO, MX
Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hà...ANTS
Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hàng Số (Digital CRM & CEM).
“Marketing theo định hướng dữ liệu và Hệ thống quản trị khách hàng số” - ông Đinh Lê Đạt, Chuyên gia về Dữ liệu lớn, Tập đoàn FPT, Đồng sáng lập & CEO ANTS
"Với vai trò của một Marketer & Salesman trong thời đại Internet & Big Data không khó để nhận ra rằng Digital Marketing đã và đang khai phá ra quy cách chuẩn biến dữ liệu thành giá trị thương mại. Tương lai của Sale & Marketing sẽ hợp nhất các chiến lược riêng lẻ, công nghệ sẽ giúp xác định trạng thái khách hàng đang đứng ở đâu trong toàn bộ tiến trình ra quyết định. Thông tin có thể trợ giúp quá trình chọn lựa nội dung quảng cáo và thông điệp tương ứng cần truyền tải đến với người dùng là gì. Câu trả lời chính là nền tảng Marketing hợp nhất trong tương lai không chỉ xoay quanh Marketer không thôi. Thay vào đó nó phải hướng tới khách hàng (Digital CRM) tại bất cứ nơi đâu họ tiếp xúc với nhãn hiệu dù là trực tuyến hay trong đời sống thực."
ANTS.vn
Martech is the blending of marketing and technology. It refers to major initiatives that require technological resources to meet marketing objectives. Martech gives advertisers the opportunity to form one-on-one relationships with customers by sharing data and allowing for personalized experiences. The company strives to implement martech into their strategies to give clients the best experience and help growing organizations reach their full potential through technological marketing solutions.
Scott Brinker is the force behind the popular blog ChiefMartec.com, and has been chronicling the growth of marketing technology through his annual landscape super graphic. Mayur Gupta is widely recognized as one of the first-ever Chief Marketing Technologists. Together, they are two of the world’s most respected authorities on marketing technology and its impact on business. In this event, they will join forces for the first time to debate a number of hot topics they consider crucial to the future of marketing.
1) Data is central to digital advertising, with over 80% of companies confirming its importance now and in the future. However, data is often siloed without being relevant to user needs.
2) The evolution of data-driven advertising is shaking up the industry as contextual, predictive, and integrated smart data becomes more prevalent. Smart data can bridge the gap between brands and performance.
3) Using integrated smart data along the user journey from initial consideration to loyalty can provide advanced targeting, dissolve data silos, and increase transparency through smart KPIs.
This document discusses the evolution of mobile device management from MDM to EMM to UEM and cognitive UMM. It then summarizes the key capabilities of IBM MaaS360 with Watson:
1) Advisor provides actionable intelligence and recommendations tailored to the organization based on insights from structured and unstructured data.
2) Mobile Security Index is the industry's first publicly available mobile security scorecard that provides an organization's security rating and benchmarks them against peers.
3) Mobile Metrics leverages data from over 12,000 MaaS360 customers to provide the industry's first cloud-sourced mobile benchmarking data allowing comparisons to peers.
Managed network security services can take the burden off of maintaining security technologies and monitoring for threats. Windstream provides customized managed security solutions to meet specific business needs, with dedicated security experts available 24/7 to help mitigate risks and ensure compliance. Their solutions include cloud-based and on-premise options for firewalls, unified threat management, email security, web security, and more.
MIMOS Technologies Handbook provides overviews of MIMOS technologies in three sentences or less. The handbook is organized into key areas of data collection, data analytics and visualization, data infrastructure, and data protection. It provides one-page views of each technology that highlight their benefits. MIMOS focuses on developing data-centered technologies through research collaborations to help industries and businesses.
As the internet has expanded and criminals have found more ways of creating revenue from stolen information, the need for digital threat intelligence management (DTIM) has increased. Without a means of early identification, companies that are being targeted have no way of knowing their customer’s or employee’s security is threatened or that their brand is being stolen, resulting in an erosion of reputation. DTIM is the early warning system to aid those organizations in identifying the infringements and thefts before severe damage is done.
These slides--based on the webinar from leading IT analyst firm Enterprise Management Associates (EMA) and RiskIQ -- highlight why DTIM is a growing necessity for mid- and large-sized organizations.
MATRIXX Software panel presentation at ztc moving bss into digital dec 2016...Oisin O'Connor
MATRIXX provides a single online platform for telecom companies to create, market, sell and service digital products and traditional network services. The platform offers real-time business applications, a unified customer database, and customer-facing apps. It provides an always-on, end-to-end digital customer experience. Some key benefits include precise customer data delivery, instant business agility, and proven increases in ARPU, NPS scores, and reductions in complaints and time to market. The presentation discusses how telecom companies can move their BSS into digital with MATRIXX's patented platform and digital-grade technology.
How Data-Driven Approaches are Changing Your Data Management Strategies
Introducing data-driven strategies into your business model alters the way your organization manages and provides information to your customers, partners and employees. Gone are the days of “waterfall” implementation strategies from relational data to applications within a data center. Now, data-driven business models require agile implementation of applications based on information from all across an organization–on-premises, cloud, and mobile–and includes information from outside corporate walls from partners, third-party vendors, and customers. Data management strategies need to be ready to meet these challenges or your new and disruptive business models will fail at the most critical time: when your customers want to access it.
The document discusses programmatic omnichannel in the new data-driven age from 2018-2020. It covers several topics including:
1. Big data and connected data, audience and customer profiles, and digital components.
2. Digital transformation, including programmatic advertising, demand-side platforms, data management platforms, and customer data platforms.
3. Omnichannel strategies involving stores, ecommerce, multichannel, cross-channel and fully integrated omnichannel experiences.
4. The importance of data-driven marketing, sales technology, digital business intelligence, and artificial intelligence.
The document describes a federation of businesses that provides unified solutions, customization, and choice to customers. The federation enables running solutions on converged and hyper-converged infrastructure from a single team with one solution and cloud. It offers infrastructure options to deploy hybrid cloud, provides a platform as a service, end-user computing, security analytics, business data lakes, and packaged applications to help customers improve competitive advantage and achieve business agility.
The document describes a federation of strategically aligned businesses that provides unified solutions, customization, and choice to customers. The federation enables running solutions on converged and hyper-converged infrastructure from a single team with one solution and cloud. It offers infrastructure options to deploy hybrid cloud, provides a platform as a service, end-user computing, security analytics, business data lakes, and packaged applications to help customers improve competitive advantage and achieve business agility.
The document discusses new challenges facing U.S. national security organizations that require new IT solutions, such as a flood of information from various sources and emerging cyber threats. It introduces SAP NS2 as a new alternative that can provide integrated intelligence platforms, actionable insights, and mobility solutions from its suite of enterprise applications, analytics, database management, and consulting services. SAP NS2 claims to offer specialized security and support to meet the unique mission needs of national security customers.
Tackling Data Security and Privacy Challenges of the IoTM2M Alliance e.V.
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The document discusses the importance of connectivity for Industry 4.0 and the Internet of Things (IoT). It notes that M2M technology enables IoT and Industry 4.0 by allowing the exchange of data between connected devices. However, achieving global connectivity is challenging due to the many wireless standards, country-specific regulations, and need for security and interoperability. Germany and Japan are well positioned to address these challenges and partner for success in industrial IoT applications.
This document provides an overview of Vishwak, an insurance technology solutions provider. Vishwak was founded in 1997 as a subsidiary of Anjana Software Solutions, and has over 400 employees with expertise in .NET, SharePoint, mobility, and other technologies. The document outlines issues in the insurance industry like unstructured data and lack of collaboration, and how Vishwak's technology solutions like workflow automation and social media integration can help address these issues. It then details Vishwak's insurance domain expertise and comprehensive services portfolio including applications consulting, custom development, cloud, and mobility solutions.
The product a product that connects powerful DMP technology with multiple DSPs ensuring global ad-inventory reach across display, mobile, video and out-of-home – all presented in the most automated platform in the business. By consolidating leading ad-technology offers advertisers less risk when choosing vendor, and an easy-to-use platform to manage all programmatic marketing campaigns.
Programmable Decision Tree @Scale for Programmatic Media Buying - Rohit Sriva...Tech Triveni
This document discusses MiQ's programmable decision tree technology for programmatic media buying at scale. Some key points:
- MiQ provides marketing intelligence and analytics services to major brands and agencies, using their AIQ technology.
- MiQ processes huge amounts of data daily (80 billion ad impressions, 5000+ strategies, 10+ TB data) to provide insights for 1000+ campaigns reaching 750 million users.
- They connect different datasets to build a comprehensive picture, and have an extensive data processing ecosystem to handle this scale.
- One challenge was optimizing their Apache Hive-based programmable bidder to reduce runtimes for decision trees from hours to just minutes, by improving their use of
[Infographic]]Managing Assets and EndpointsSymantec
The document discusses challenges in managing diverse IT assets and endpoints in today's boundaryless enterprise. It promotes Symantec endpoint management solutions for managing platforms including Macs, securely managing remote workers, and patching Microsoft and non-Microsoft applications. The solutions are said to help pass software audits and provide IT flexibility while enabling user freedom.
Presentación Dell, Omega Peripherals e Intel: El centro de datos eficiente (1...Omega Peripherals
This document discusses Dell's go-to-market strategy and investments to help customers simplify and scale their businesses. It outlines market trends driving customer needs, Dell's focus on end-to-end solutions, and recent acquisitions and investments in areas like software, cloud/services, and data centers to accelerate helping customers achieve efficiency. Dell's systems management and security solutions are highlighted as addressing key customer concerns around security and data protection.
Similar to Convergence: Unlocking the Power of Data for Modern Marketing (20)
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Le pilotage de cet ensemble complexe de contenus digitaux exige la mise en place d’une tour de contrôle permettant d’avoir une vue globale et de construire un marquage homogène tout en prenant en compte des spécificités locales liées aux langues ou accords commerciaux différents d’un pays à l’autre. Quant à la monétisation de l’audience, c’est la clé du succès pour France Médias Monde. Elle exige la mise en place de partenariats spécifiques à chaque région afin d’optimiser les revenus publicitaires.
Romain Stievenard, Responsable Innovation Digitale de France Médias Monde, expliquera comment il utilise Ensighten Manage pour déployer un marquage homogène sur un ensemble complexe de contenus digitaux. Il expliquera également en quoi Ensighten permet à France Médias Monde de mettre en œuvre ses partenariats commerciaux en respectant les contraintes géographiques.
IBM et Ensighten s’associent pour la mise en œuvre d’expériences client conne...Ensighten
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7. #agility2016
TODAY’S TMS MARKET LANDSCAPE
Value for small businesses
with simple infrastructures
Some solutions only usable
within “walled garden”
Some solutions lack data
layer, privacy, mobile support
“FREE”
Relies on client-heavy
methodology as free tools
Focus limited to web-
specific use cases
Significant limitations to
ensuring data privacy
Limitations to web, mobile,
offsite and offline use cases
BASIC
Full range of capabilities for
today’s marketers
Supports and optimizes
mobile app environments
Collects and unifies all
omni-channel data
Ensures security and privacy
of all customer data
Supports a broad range of use
cases at any scale
Supports wide range of
digital technology use cases
ENTERPRISE TMS
8. #agility2016
TODAY’S TMS MARKET LANDSCAPE
Value for small businesses
with simple infrastructures
Some solutions only usable
within “walled garden”
Some solutions lack data
layer, privacy, mobile support
“FREE”
Full range of capabilities for
today’s marketers
Supports and optimizes
mobile app environments
Collects and unifies all
omni-channel data
Ensures security and privacy
of all customer data
Supports a broad range of use
cases at any scale
Supports wide range of
digital technology use cases
ENTERPRISE TMS
DMP’ish
9. #agility2016
• Information Security Team:
Initial platform built with security /
compliance foundation
• Infrastructure:
Scalable and secure
• Secure User Role Management:
Prevent data leakage, verify security
of users
• Security and Integrity Testing on
health and behavior of tags
• Privacy and Consent Enforcement
{patented}
• ETMS Mobile {patented}
• Pulse
Marketer
ENSIGHTEN ENTERPRISE TMS
In order to understand Ensighten’s POV, it’s important to understand that the MarTech landscape (specifically the technologies that run in the digital sphere) at the end of the day, are translated into tags.
Each tag represents a set of capabilities that is deployed on your first party websites and mobile sites. The sounds very basic, but most people don’t think of the Lumscape in the context of tags. If we translate this set of logos, into corresponding tags, the importance of tag management shifts from being tactical to strategic. Why is that? It’s because the tag is becoming the place where first and 3rd party data, security, privacy enforcement, omni-channel customer journey;s are all converging. The tag is where great ideas converge with great implementation. The tags need to talk to one another and to backend and front end systems. They power countless use cases around personalization, analytics, advertising, attribution, reporting, etc.
And as the number of MarTech companies has exploded, so has the number of tags corresponding to each technology. In other words, the important of tag management continues to grow.
In order to understand Ensighten’s POV, it’s important to understand that the MarTech landscape (specifically the technologies that run in the digital sphere) at the end of the day, are translated into tags.
Each tag represents a set of capabilities that is deployed on your first party websites and mobile sites. The sounds very basic, but most people don’t think of the Lumscape in the context of tags. If we translate this set of logos, into corresponding tags, the importance of tag management shifts from being tactical to strategic. Why is that? It’s because the tag is becoming the place where first and 3rd party data, security, privacy enforcement, omni-channel customer journey;s are all converging. The tag is where great ideas converge with great implementation. The tags need to talk to one another and to backend and front end systems. They power countless use cases around personalization, analytics, advertising, attribution, reporting, etc.
And as the number of MarTech companies has exploded, so has the number of tags corresponding to each technology. In other words, the important of tag management continues to grow.
There is another trend that is converging with the proliferation of the MarTech stack, and that is what is happening at the tag level to power more and more sophisticated use cases for marketing, IT, security and privacy enforcement. I mentioned earlier that Data and Teams were converging….here is why.
In the early days BEFORE enterprise TMS (say 3 to 5 years ago), the basic logic for needing a TMS was simple: I have more than one tag, it’s a pain to manage this growing complexity of tags, therefore lets get a TMS system. In other words, TMS was simply a function of the number of tags deployed. We refer to this need as a basic TMS need as distinct from Enterprise TMS.
Today, there is the need for ENTERPRISE TMS. Why? It’s not just the number of tags anymore. It is also the number of conditions deployed on each tag, the number of 1st and 3rd party data variables required in each of those conditions, the integrations to back and front end systems, and all of this must be done with security and privacy enforcement in mind globally.
In other words, CMO’s and CTOs are taking the complexity of the CRM and Omnichannel digital worlds and converging them at the tag level in real-time, 24/7, globally. So the business case from basic TMS has now evolved into an enterprise use case. The math problem is infinitely more complex and is continuing to evolve at a more rapid pace. And when you consider that most large companies go to market with different business units, internal ecosystems, and external ecosystems that need to manage this complexity, only an enterprise TMS can attempt to solve for this kind of complexity.
With this mind, Ensighten has seen our enterprise clients following a very similar path. Almost all of them started with the need for tagging agility (e.g. basic TMS need several years ago)…and have rapidly worked to determine how to bring more first and third party data to bear at the tag level to support omni-channel agility. And finally get to an Always On 24/7, real-time, global, secure, privacy enforced, omni-channel personalization stage.
With this in mind, how has the TMS landscape evolved over the last five years and importantly how has it evolved in relation to DMPs. We essentially have three buckets: FREE, BASIC, and ENTERPRISE.
No two technologies are more at the heart of convergences than two big ones that every company should have: ETMS and DMP.
Why you need both; how they complement each other
What is an enterprise TMS?
What is an enterprise DMP?
The market has caused confusion. Brands are asking for guidance. Eg., Is a TMS a DMP? Answer is no. Can I getaway with just using one of them…no, they do very different things. Refer to Pelin’s article on the differences.
Both enable a convergence of technologies but in different places. DMPs help manage the confusing world of DSPs and power programmatic ad buying….TMS does not do this. Confusion is exacerbated by the proliferation in the market of Adobe’s model (free TMS to enable a closed suite of technologies and DMP). Adobe’s model is now being copied by Tealium / Signal – with the assumption this is the right direction. The problem is this model falls short of the DMP goal and it falls short the TMS goal. ]The result is both a DMP-lite and a TMS-lite. Anything that is not enterprise TMS is a divergence from its original goal.
With the ”FREE” offerings from Adobe and Google, it’s safe to say that there’s no such thing as a free lunch. In Adobe’s case, DTM exists as a means to try to lock you up in a restrictive closed technology stack - with the (false) promise of better integration within that stack which often isn’t fulfilled. Adobe does several things (like Analytics and being a DMP) very well but they certainly don’t have the best in breed for every single marketing technology out there so it highly unrealistic for anyone to adopt a 100% Adobe stack. Google’s GTM primarily exists to enable its own technologies in order to allow it to optimize ad spend on . . . (of course) Google. Both offerings are severely limited in the technologies they support and they rely on an approach that exposes your data within the browser – which is something that enterprises that care about security and orivacy enforcement simply cannot afford to do. Needless to say, these “FREE” options are a dead-end for large enterprises. With that said, the leading DMPs are required to manage programmatic ad buys…the key is to not confuse ad buying with tag management…they are just not the same.
Within the ”BASIC” bucket, we have Tealium and Signal. These platforms are designed for the smaller mid-market segment with simpler workflows, less complex use cases, and less focus on security. The interesting thing to note regarding these two vendors is that we believe that they’re both moving out of the TMS space to focus elsewhere. Signal’s entire focus going forward is FUSE (which has nothing to do with TMS) and they’ve instructed their sales teams to no longer sell TMS as a stand alone product. Tealium is betting the farm on its AudienceStream product, which was originally meant to be a DMP but, when put through its paces, it became very evident, very quickly that it can’t hold a candle to the offerings from Adobe & BlueKai. The bigger problem w/ Tealium on the TMS side is that they’ve spent the last 5yrs+ focused on a strategy to only please the marketers while ignoring the needs of your IT, InfoSec, and Privacy teams –
On the other hand, Ensighten’s Enterprise TMS (ETMS) is the result of the constant evolution of the TMS space over those 5+ years to go beyond just tag deployment. Today, in the face of ever increasing security breaches and more stringent privacy regulations worldwide, large enterprises have come to realize that privacy enforcement and secure data management across every channel are critical to ensuring their ongoing success. This is precisely where Ensighten plays.
We are a pure-play, fully agnostic, open-stack Enterprise TMS platform that has evolved from Day 1 to allow even the messiest companies to manage their entire BEST IN BREED martech stack in a secure and privacy compliant manner, across all business units and across all channels! We are NOT a DMP, nor do we want to be a DMP. We think it is a huge mistake for Tealium and Signal to move into an already crowded DMP space and de-emphasize the importance of a truly enterprise grade TMS! We disagree with this decision for one very critical reason: DMP’s were never built to manage all of Martech across first party websites and mobile properties. The DMP’s argument that managing web, mobile web, and native mobile app content is exactly the same as buying and managing a digital ad is fundamentally flawed!
So Ensighten remains the last man standing when it come to enterprise class TMS because doing ETMS correctly is a hard and complex endeavor and there is no time to split focus. Everyone else is focused elsewhere and that has left Wells Fargo’s Marketing, IT, InfoSec, and Privacy teams holding the bag trying to utilize a platform that doesn’t meet your business or security needs. Again, we are here to deliver you from that pain!
With this in mind, how has the TMS landscape evolved over the last five years and importantly how has it evolved in relation to DMPs. We essentially have three buckets: FREE, BASIC, and ENTERPRISE.
No two technologies are more at the heart of convergences than two big ones that every company should have: ETMS and DMP.
Why you need both; how they complement each other
What is an enterprise TMS?
What is an enterprise DMP?
The market has caused confusion. Brands are asking for guidance. Eg., Is a TMS a DMP? Answer is no. Can I getaway with just using one of them…no, they do very different things. Refer to Pelin’s article on the differences.
Both enable a convergence of technologies but in different places. DMPs help manage the confusing world of DSPs and power programmatic ad buying….TMS does not do this. Confusion is exacerbated by the proliferation in the market of Adobe’s model (free TMS to enable a closed suite of technologies and DMP). Adobe’s model is now being copied by Tealium / Signal – with the assumption this is the right direction. The problem is this model falls short of the DMP goal and it falls short the TMS goal. ]The result is both a DMP-lite and a TMS-lite. Anything that is not enterprise TMS is a divergence from its original goal.
With the ”FREE” offerings from Adobe and Google, it’s safe to say that there’s no such thing as a free lunch. In Adobe’s case, DTM exists as a means to try to lock you up in a restrictive closed technology stack - with the (false) promise of better integration within that stack which often isn’t fulfilled. Adobe does several things (like Analytics and being a DMP) very well but they certainly don’t have the best in breed for every single marketing technology out there so it highly unrealistic for anyone to adopt a 100% Adobe stack. Google’s GTM primarily exists to enable its own technologies in order to allow it to optimize ad spend on . . . (of course) Google. Both offerings are severely limited in the technologies they support and they rely on an approach that exposes your data within the browser – which is something that enterprises that care about security and orivacy enforcement simply cannot afford to do. Needless to say, these “FREE” options are a dead-end for large enterprises. With that said, the leading DMPs are required to manage programmatic ad buys…the key is to not confuse ad buying with tag management…they are just not the same.
Within the ”BASIC” bucket, we have Tealium and Signal. These platforms are designed for the smaller mid-market segment with simpler workflows, less complex use cases, and less focus on security. The interesting thing to note regarding these two vendors is that we believe that they’re both moving out of the TMS space to focus elsewhere. Signal’s entire focus going forward is FUSE (which has nothing to do with TMS) and they’ve instructed their sales teams to no longer sell TMS as a stand alone product. Tealium is betting the farm on its AudienceStream product, which was originally meant to be a DMP but, when put through its paces, it became very evident, very quickly that it can’t hold a candle to the offerings from Adobe & BlueKai. The bigger problem w/ Tealium on the TMS side is that they’ve spent the last 5yrs+ focused on a strategy to only please the marketers while ignoring the needs of your IT, InfoSec, and Privacy teams –
On the other hand, Ensighten’s Enterprise TMS (ETMS) is the result of the constant evolution of the TMS space over those 5+ years to go beyond just tag deployment. Today, in the face of ever increasing security breaches and more stringent privacy regulations worldwide, large enterprises have come to realize that privacy enforcement and secure data management across every channel are critical to ensuring their ongoing success. This is precisely where Ensighten plays.
We are a pure-play, fully agnostic, open-stack Enterprise TMS platform that has evolved from Day 1 to allow even the messiest companies to manage their entire BEST IN BREED martech stack in a secure and privacy compliant manner, across all business units and across all channels! We are NOT a DMP, nor do we want to be a DMP. We think it is a huge mistake for Tealium and Signal to move into an already crowded DMP space and de-emphasize the importance of a truly enterprise grade TMS! We disagree with this decision for one very critical reason: DMP’s were never built to manage all of Martech across first party websites and mobile properties. The DMP’s argument that managing web, mobile web, and native mobile app content is exactly the same as buying and managing a digital ad is fundamentally flawed!
So Ensighten remains the last man standing when it come to enterprise class TMS because doing ETMS correctly is a hard and complex endeavor and there is no time to split focus. Everyone else is focused elsewhere and that has left Wells Fargo’s Marketing, IT, InfoSec, and Privacy teams holding the bag trying to utilize a platform that doesn’t meet your business or security needs. Again, we are here to deliver you from that pain!
Why are we spending so much time on these definitions and understanding the tag management world vs the DMP world? Because getting this wrong will cost large enterprises billions of dollars in lost opportunity, revenue loss combined with increased costs. The solutions are there now….the convergence is there…and the confusion is at an all time high.
To review:
-So why is getting ETMS right so hard?
-Why is it a mistake for Tealium & Signal to focus elsewhere and still claim to do TMS? Why is it a fallacy for Adobe & Google to claim to do TMS?
From our perspective, it is simple: it is not just about implementing a tag . . . that was 5 years ago!
-It is about making sure that the tag is secure and that privacy is enforced at all times at the tag level – which is why Ensighten hired our security team first and tasked it to build out a fully scalable and secure infrastructure from the ground up – and also guide product development.
-It’s about allowing large enterprises to deploy technologies across the web, mobile web, and native mobile apps
-It’s also about making sure that your first and third party data can be brought to bear in realtime at the tag level and fed into other front end and back end systems
-It’s about recognizing that in a complex organization, there are many marketers, agencies, IT, InfoSec, privacy, and other team members that are involved in the customer/prospect journey. A lot of people make light of workflow but it is not a minor point. Considerable thought and effort has been put in to building out our workflow to accommodate ANY governance model!
-And last but not least, it’s about maintaining the integrity of your tags and the data which they collect so that you’re in full compliance with privacy laws wherever your enterprise does business throughout the world!
In conclusion: Tealium and Signal failed to account for all of the above from their inception. Adobe and Google will never focus on it. So while everyone else is chasing the DMP ring, Ensighten remains the only enterprise TMS platform in the market place today. What we do is really hard, a DMP is not designed to do this. Just as you picked the best in breed for your Analytics platform and DMP, you should pick the best in breed for Enterprise TMS . . . and Ensighten is the ONLY enterprise player left in that space!
Thank you and I'll now turn it over to Pelin.