The importance of Marketing and technology collaboration in achieving Marketing Transformation

2. Marketing,
technology
and disruption

3. Everyone is
talking about
disruption &
innovation
however, its
nothing new

4. Disruption breaks
challenging the way
we think, behave
and do business

5. We have a
whole new term:
“uberising“

6. were seen as
equally disruptive
There was a time when
railway tracks

7. Not all
change
needs to
be radical

8. Innovation is a gentler changing
Processes, Products and Ideas

9. Change occurs gradually
gathering momentum
as it continues
Evolution builds

10. A continuum…
Evolution
Not all organisations
or industries are
ready for disruption
sits at the most
passive end
Disruption
sits at the most
extreme end
…most often brought
about by forces
outside of their
control
Innovation
sits somewhere
in the middle
…but most are
certainly on some
path of change

12. Shifts in
consumer behavior
is the greatest
source of disruption

13. Spray and pray
marketing
used to be
good enough

14. $$$$$$$$
John
Wanamaker
“Half my advertising
money is wasted,
I just don’t know
which half.”
$$ $ $

15. Todays marketing is about finding
the key moments of truth
and delivering exactly what
the customer is looking for

16. Surprise
and delight
.. But how?

17. Everyone
is different

18. 1
Data
can deliver
great
direction

19. …so, data
driven
marketing
is often the
spearhead
driving
change

20. There is no
shortage on new
cool shiny marketing
technologies
to leverage

21. But what
exactly
needs to change
to succeed?

22. Critical
success
factors

23. Focus on the
end users first,
rather than
the systems

24. Align
segmentation
and content
strategies

25. Understanding the
relationship between
segments, content and media
RESEARCH
MARKETING
ANALYTICS
OWNED
MEDIA
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
PAID
MEDIA
CONTENT

26. Build a solid analytics foundation
that has room to grow

27. The goal: data driven marketing
DMP ESP CRM SOCIAL AD SERVING ANALYTICS
REACH
EXTENSION FEEDBACK
PERSONALISE
& OPTIMISE
PERSONALISE
& OPTIMISE
DIGITAL TOUCHPOINTS
CONTENT
& CREATIVE

28. Achieving this however
requires changing:
PRINCIPLESPROCESSESPEOPLE

29. Achieving this however
requires changing:
PROCESSES PRINCIPLESPEOPLE
PEOPLE

30. SKILLSETS
ARE AN ISSUE

31. A cross
section of
skills
MarketingDigital
Data
Technology

32. Sometimes
it feels like
searching for
unicorns

33. People who
understand the
potential pitfalls

34. The ability
to truly
collaborate
beyond
theory

35. SOLUTION FOCUS
Infra
Ops
Dev
DBA
QA BA
SILO THINKING
PM
Ux
Infra
Ops
Dev
BA
QA
CROSS FUNCTIONAL COLABORATION IS CRITICAL
VS

36. A cast of
thousands
AGENCIES
(30)
Tier 1
Creative
Tier 2
Creative
Media
Agencies
Brand
Consulting
RESEARCH
(10)
Segmentation
Brand
Tracking
Geo
Data
External
Data
VENDORS
(10)
DMP
DSPCMS
MSA
CONSULTANTS
(5)
Business
Analysts
Specialist
PM’s
Pitch
Consultant
DEVELOPMENT
(5)
Information
Architecture
Web
Design
Integration
Partner
Mobile
Design
ANALYTICS
(5)
Dashboard
Development
Optimisation
Consulting
Cross
Media
Analysis
Tag
Management
INTERNAL
TEAM
(27)
CIO
(1)
Info
Management
(6)
PMO
(4)
BA’s
(3)
Digital
Team
(3)
Brand
(2)
Customer
(2)
Analytics
(2)
Advertising
(1)
CMO
(1)

37. Too many stakeholders
can be tricky

38. Too much collaboration
results in a lack of attention

39. Clearly defining roles and responsibilities
Project managers
Understanding boundaries and responsibilities
Sponsors Implementers Stakeholders

40. Organisational
fatigue

41. THE PIONEER
Looks for future trends and
formulates new ways of
doing things
THE FIGHTER
Attempts to block change using
cumbersome processes, red tape.
Typically risk aversion
THE OSTRICH
Hoping that the changes will not
effect them
Responses to
DIGITAL
DISRUPTION

42. Acceptance
that we are all on the journey
together

43. PRINCIPLESPROCESSES
PROCESSES
PEOPLE

44. Degrees of definition

45. Defining who does what
Backend
IT – Technical BA
Tech
Spec
• Technical
Dependancies
• Systems
Requirements
Business
Systems Analyst
Solutions
Architect
Technical BA
Integration Requirements
and System Dependancies
Technical BA
Review
Technical PM/
Development
• Backend development
Business
Business BA
Business
Requirements
• Objectives
• User cases
• Outcomes
Business content,
Partnerships and
User case scenario
Business BA
Business BA
Business
Approval
User
Experience
Digital Team
User
Research
• Focus Groups
• Comp Research
• Analytics
• Content audit
? ?
?
User
Requirements
Spec
Digital BA
Information
Architect Functional
Spec
Scoping
Digital Producer
• Template development
• Tracking
• Implementation
Site maps
Userflows
Wireframes
Functional Spec
Review
Digital BA
Information
Architect
Digital Design

46. Everyone
needs to learn
a new
language

47. Technologists tend to start with technology

48. Technologists tend to start with technologyDigital designers focus on users

49. vary radicallyTime frames

50. Agile
Processes
Are

51. THE PROCESS
waterfall vs agile vs wagile
DESIGN DEVELOPMENT
BIG-ASS
DESIGN SPEC
Empathize
Define
Ideate
Prototype
Test
1-2
weeks
Shippable Product
Increment
Product
Backlog
Sprint
Backlog
Sprint
Planning
Sprint
1
day
Analysis, Design,
Build, Test, Review
Daily
Meeting
(15 mins)

52. PRINCIPLESPROCESSES
PRINCIPLES
PEOPLE

53. Expanded use
of data and
targeting
amplifies
privacy
concerns

54. Secure
CheapUsable
There
are always
tradeoffs.
The way we did
things is not always
the way we need to
do things going forward

55. Fail fast,
fail cheap,
NEVER GIVE UP

56. Governance
structures
can limit
agility

57. Take a good honest look at your
organisational risk appetite
and be ready to change it

58. Cultural SupportStructured approachLeadership
What's worked well
for us so far
Top down endorsement
Alignment with business
strategic direction
CMO/CIO collaboration
Structured approach
Open, frequent
communications
Sponsor is actively
involved at every stage
A culture of "nice people“
A proper change
management function
within the business
An ear to the ground - at
all levels of the business.

59. GUARANTEE
FAILURE
A Parting thought: Few things
FASTER
than the
“SAFE”
OPTION