ADMA Whitepaper looks at;
What comprises the technology stack
How to define the stack for your organisation
How planning ahead can help drive successful implementation
Choosing the best way of implementing your technology stack
Future developments in products and providers
Addressing the skills gap
Conclusions for marketers
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: It'S A Martech, Martech, Martech, Martech World. PRESENTATION: How The Marketing Technology Landscape is Blooming - Given by Scott Brinker, @chiefmartec - Ion Interactive, Conference Chair & Author
Attribution: Weaving the Red Thread of Marketing By Gary VersterMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Attribution: Weaving the Red Thread of Marketing. PRESENTATION: Attribution: Weaving the Red Thread of Marketing - Given by Gary Verster - @the_other_GaryV - Marketing Technologist & Senior Marketing Operations Manager - Trend Micro EMEA Ltd. #MarTech DAY1
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 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
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Building A Marketing Technology Organization From The Ground Up. PRESENTATION: How AETNA Built A Marketing Technology Focused Office - Given by Joseph Kurian - Aetna, Head of Marketing Technology & Innovation
Roll Your Own Customer Experience Platform By Cleve GibbonMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Rolling Your Own Customer Experience Platform. PRESENTATION: Rolling Your Own Customer Experience Platform - Given by Cleve Gibbon - @cognifide - Chief Marketing Technology Officer - Cognifide. #MarTech DAY1
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: It'S A Martech, Martech, Martech, Martech World. PRESENTATION: How The Marketing Technology Landscape is Blooming - Given by Scott Brinker, @chiefmartec - Ion Interactive, Conference Chair & Author
Attribution: Weaving the Red Thread of Marketing By Gary VersterMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Attribution: Weaving the Red Thread of Marketing. PRESENTATION: Attribution: Weaving the Red Thread of Marketing - Given by Gary Verster - @the_other_GaryV - Marketing Technologist & Senior Marketing Operations Manager - Trend Micro EMEA Ltd. #MarTech DAY1
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 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
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Building A Marketing Technology Organization From The Ground Up. PRESENTATION: How AETNA Built A Marketing Technology Focused Office - Given by Joseph Kurian - Aetna, Head of Marketing Technology & Innovation
Roll Your Own Customer Experience Platform By Cleve GibbonMarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Rolling Your Own Customer Experience Platform. PRESENTATION: Rolling Your Own Customer Experience Platform - Given by Cleve Gibbon - @cognifide - Chief Marketing Technology Officer - Cognifide. #MarTech DAY1
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
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
The MarTech Cocktail: Selecting and Implementing the Right Technology for you...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Digital Marketing Cocktail: What is the Right Mix?. PRESENTATION: The MarTech Cocktail: Selecting and Implementing the Right Technology for your Brand - Given by Theresa Regli - @TheresaRegli - Principal Analyst & Managing Partner - Real Story Group. #MarTech DAY2
Scott Brinker - Democratizing Martech - The Rise of Citizen Developers & Data...Boye & Co
In the past marketers had to go through IT for the marketing tools they need. Today marketing technology is widespread, easy to adopt and use. It’s been taken out of the hands of IT, and placed into the hands of practically everyone in the organization.
This keynote explores the possibilities and challenges that new MarTech - with the introduction of artificial intelligence - is giving marketers.
A Blank Sheet for Orgnaisational Structure in a Digital, Consumer Centric Wor...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World. PRESENTATION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World - Given by Ashley Friedlein - @AshleyFriedlein - CEO - Econsultancy. #MarTech DAY1
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
Strategies And Technologies To Build And Measure Business Success By Paul Roe...MarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The Marketing Performance Blueprint PRESENTATION: Strategies And Technologies To Build And Measure Business Success Given By Paul Roetzer, @PaulRoetzer - CEO, PR20/20. #MARTECH
How to Create Winning Ad Campaigns - Google Marketing Platform SydneyIn Marketing We Trust
Yesterday, for our monthly Google Marketing Platform Sydney meetup, we talked about How to Create Winning Ad Campaigns.
We discussed how to create winning campaign ads with Google, with Ed Jones, Head of Growth Marketing at In Marketing We Trust.
Key Takeaways:
How to plan your next campaign
How to set yourself up for success
What good looks like
Learn how to plan your next campaign, considering your complete customer journey and lifecycle. Learn what you can do to maximise your campaign during each stage of the customer journey.
Do you sometimes feel like you’re drowning in marketing software? If you could channel Dr. McCoy from Star Trek, would you find yourself blurting out in frustration, “Damn it, Jim, I’m a marketer not an IT architect!” You’re not alone. Marketing has been overrun by software, and it’s changing the dynamics of profession in ways that can seem foreign and uncomfortable. But, as software developers might say, “This is actually a feature, not a bug.” Software gives marketers a greatly expanded creative palette to design memorable customer experience masterpieces — and the leverage to reach a much broader and more engaged audience with them. The secret to success, however, is not in the technology itself — but rather adapting marketing management to this new software-powered environment. In this presentation, marketing technologist Scott Brinker, author of the new book Hacking Marketing, will show you how.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
Design for the corporate transformation - Luca MascaroOpenKnowledge srl
This session will delve into the emerging role of design as a game changer for big corporations in the challenge of business transformation and competition with the startups world. Through a few examples, I will show how new design discipline such as service and strategic design can help even big corporations evolve their organization, empower the human experience and embrace the nimbleness and fast paced innovation practices typical of the startup ecosystem.
Building a Marketing Data Warehouse in Google BigQuery with SupermetricsIn Marketing We Trust
Learn how to build a marketing data warehouse in Google BigQuery with Supermetrics' Jukka Puputti.
We will cover:
- Changes in marketing data landscape
- Drivers and obstacles to data-driven approach in marketing
- Challenges in taking control of marketing data
- Benefits of building a marketing data warehouse
- Simple steps to get started
Roman Rossov: Product manager evolution in a high growth startupLviv Startup Club
Roman Rossov: Product manager evolution in a high growth startup
UA Online PMDay 2021
Website - https://pmday.org/online
Youtube - https://www.youtube.com/startuplviv
FB - https://www.facebook.com/pmdayconference
The Marketing Technology Myth - Connecting Systems and ExperiencesMarTech Conference
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Marketing Technology Myth: Connecting Systems & Experiences - Given by Jeff Cram, @jeffcram - ISITE Design, Chief Strategy Officer
Future-Proofing Your Marketing Technology StackTealium
It's a simple truth: no one can reliably predict the future of marketing technology. The onslaught of new vendors and capabilities is only getting more overwhelming, and in many cases, the purchase and deployment of a new solution is only a few clicks away. But without a crystal ball, how can today's marketers successfully plan for tomorrow?
Raab Associates believes the key to planning for an uncertain future is flexibility. In this interactive discussion, industry analyst David Raab - in partnership with Tealium - makes the case for 'future-proofing' your marketing technology stack leveraging a modular, extensible, and flexible technology framework. More specifically, this presentation explores:
- the key components of a flexible marketing approach
- the core functions a flexible marketing architecture must support
- the key attributes of a flexible organization
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
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
The MarTech Cocktail: Selecting and Implementing the Right Technology for you...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: The Digital Marketing Cocktail: What is the Right Mix?. PRESENTATION: The MarTech Cocktail: Selecting and Implementing the Right Technology for your Brand - Given by Theresa Regli - @TheresaRegli - Principal Analyst & Managing Partner - Real Story Group. #MarTech DAY2
Scott Brinker - Democratizing Martech - The Rise of Citizen Developers & Data...Boye & Co
In the past marketers had to go through IT for the marketing tools they need. Today marketing technology is widespread, easy to adopt and use. It’s been taken out of the hands of IT, and placed into the hands of practically everyone in the organization.
This keynote explores the possibilities and challenges that new MarTech - with the introduction of artificial intelligence - is giving marketers.
A Blank Sheet for Orgnaisational Structure in a Digital, Consumer Centric Wor...MarTech Conference
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World. PRESENTATION: A Blank Sheet for Organisational Structure in a Digital, Consumer-Centric World - Given by Ashley Friedlein - @AshleyFriedlein - CEO - Econsultancy. #MarTech DAY1
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
Strategies And Technologies To Build And Measure Business Success By Paul Roe...MarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The Marketing Performance Blueprint PRESENTATION: Strategies And Technologies To Build And Measure Business Success Given By Paul Roetzer, @PaulRoetzer - CEO, PR20/20. #MARTECH
How to Create Winning Ad Campaigns - Google Marketing Platform SydneyIn Marketing We Trust
Yesterday, for our monthly Google Marketing Platform Sydney meetup, we talked about How to Create Winning Ad Campaigns.
We discussed how to create winning campaign ads with Google, with Ed Jones, Head of Growth Marketing at In Marketing We Trust.
Key Takeaways:
How to plan your next campaign
How to set yourself up for success
What good looks like
Learn how to plan your next campaign, considering your complete customer journey and lifecycle. Learn what you can do to maximise your campaign during each stage of the customer journey.
Do you sometimes feel like you’re drowning in marketing software? If you could channel Dr. McCoy from Star Trek, would you find yourself blurting out in frustration, “Damn it, Jim, I’m a marketer not an IT architect!” You’re not alone. Marketing has been overrun by software, and it’s changing the dynamics of profession in ways that can seem foreign and uncomfortable. But, as software developers might say, “This is actually a feature, not a bug.” Software gives marketers a greatly expanded creative palette to design memorable customer experience masterpieces — and the leverage to reach a much broader and more engaged audience with them. The secret to success, however, is not in the technology itself — but rather adapting marketing management to this new software-powered environment. In this presentation, marketing technologist Scott Brinker, author of the new book Hacking Marketing, will show you how.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
Design for the corporate transformation - Luca MascaroOpenKnowledge srl
This session will delve into the emerging role of design as a game changer for big corporations in the challenge of business transformation and competition with the startups world. Through a few examples, I will show how new design discipline such as service and strategic design can help even big corporations evolve their organization, empower the human experience and embrace the nimbleness and fast paced innovation practices typical of the startup ecosystem.
Building a Marketing Data Warehouse in Google BigQuery with SupermetricsIn Marketing We Trust
Learn how to build a marketing data warehouse in Google BigQuery with Supermetrics' Jukka Puputti.
We will cover:
- Changes in marketing data landscape
- Drivers and obstacles to data-driven approach in marketing
- Challenges in taking control of marketing data
- Benefits of building a marketing data warehouse
- Simple steps to get started
Roman Rossov: Product manager evolution in a high growth startupLviv Startup Club
Roman Rossov: Product manager evolution in a high growth startup
UA Online PMDay 2021
Website - https://pmday.org/online
Youtube - https://www.youtube.com/startuplviv
FB - https://www.facebook.com/pmdayconference
The Marketing Technology Myth - Connecting Systems and ExperiencesMarTech Conference
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Marketing Technology Myth: Connecting Systems & Experiences - Given by Jeff Cram, @jeffcram - ISITE Design, Chief Strategy Officer
Future-Proofing Your Marketing Technology StackTealium
It's a simple truth: no one can reliably predict the future of marketing technology. The onslaught of new vendors and capabilities is only getting more overwhelming, and in many cases, the purchase and deployment of a new solution is only a few clicks away. But without a crystal ball, how can today's marketers successfully plan for tomorrow?
Raab Associates believes the key to planning for an uncertain future is flexibility. In this interactive discussion, industry analyst David Raab - in partnership with Tealium - makes the case for 'future-proofing' your marketing technology stack leveraging a modular, extensible, and flexible technology framework. More specifically, this presentation explores:
- the key components of a flexible marketing approach
- the core functions a flexible marketing architecture must support
- the key attributes of a flexible organization
Why a good Relationship between the CMO and CIO is so importantMatthieu Vermeulen
I presented this deck in Singapore to a group of CIOs from the financial sector. Focus is primarily on helping to understand the complexity of marketing and how a good relationship between the CMO and CIO can help businesses be more successful.
Understanding the Marketing Technology LandscapeMichael Krigsman
Marketing technology is a vast field that crosses boundaries across multiple parts of an organization. Despite the software focus, it is essential to link marketing activities to specific business strategies and results.
This presentation was given at the CRM Evolution conference in NYC, in August 2015. The presenters were Michael Krigsman and Scott Brinker.
eMarketer Webinar: Marketing Technology—The Developments That Matter the Most...eMarketer
Marketing technology is now a key topic of conversation in the C-suite at brands and agencies worldwide. Though marketers continue to improve their grasp on the vast tech landscape as they build their stacks, there are still many questions they need to have answered. Topics in this webinar include: How marketers’ priorities for technology are aligning with their business goals; Whether the marketing technology landscape will continue to expand, or consolidate; How the vague task of “integration” is becoming clearer and easier to accomplish; How agencies are adapting to demands for greater tech and data aptitude from clients.
Gibt es in Scrum ein systematisches Vorgehen, die User Experience (UX) des Produktes sicherzustellen? Eine Möglichkeit ist, das iterative Vorgehen des User Centered Designs (UCD) mit Scrum zu verschmelzen. UCD bezieht den eigentlichen Nutzer der Anwendung von Beginn an in den Entwicklungs- und Gestaltungsprozess ein. Da sowohl Scrum als auch UCD in Iterationen ablaufen, liegt der Versuch nahe, Symbiosen zu erzeugen. Die Session zeigt Wege, diese zu finden, und geht auf damit zusammenhängende Herausforderungen ein.
On September 8-11, the Boston Convention & Exhibition Center will be filled with sales and marketing professionals for INBOUND 2015. Whether this will be your first time visiting Boston, you've visited Boston in the past, or you’ve lived in the city for years, The Insider’s Guide to Boston is your go-to guide for enjoying everything the city has to offer.
20 Motivational Quotes to Get You Through That CrisisHubSpot
Sometimes crises happen. But it's not the end of the world. View these 20 motivational quotes that will energize you to start tackling that crisis or problem. Go, go, go!
In order to prepare for a crisis on social media BEFORE it even happens, make a plan with our Social Media Crisis Kit -- http://hubs.ly/y0PtvY0
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.
Redefining the Marketing Technology BackboneClickSquared
Speakers: Rob Brosnan, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared
Redefining the Marketing Technology Backbone – moving from systems of marketing management to systems of customer engagement.
25 Powerful Quotes From #INBOUND15 SpeakersHubSpot
Need a little inspiration? We've collected 25 powerful quotes from some of this year's most brilliant #INBOUND15 speakers.
Wan't to see the complete list of speakers? Follow this link – http://hubs.ly/y0PRcv0
Sales is undergoing a radical and fundamental change in response to the evolving demands of a more informed and increasingly digital world of prospects. HubSpot CRO Mark Roberge interviewed nine thought leaders regarding their predictions on the Future of Sales.
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
76% of emails never get opened. That makes life for salespeople very difficult. So we've partnered up with Breakthrough Email to bring you email templates that are proven to engage prospects and close more deals. Start using them today and grow your revenue.
5 STRATEGIES FOR TECHNOLOGY MARKETER TO HIT THE MARKtechnodatagroup
Technology purchases are as intricate as the smooth working of machinery. Just like in a machine all parts are needed to be perfect to make the machine work, in case of a technology purchase the client, customer and the stakeholders must be aligned on the benefits and uses of the technology that is being sold.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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How to develop an effective messaging of your technology solutionThe Oren Group
Being able to develop a creative and state-of the art technology solution is a necessary but not sufficient condition for succeeding in today's crowded marketplace.
You must be able to message your solution positioning and differentiated value proposition to your key target audiences;
MarTech Stack Challenges and How to Get Past Them.pdfCiente
A strong MarTech stack will help you engage existing customers and move prospects down the sales funnel. What challenges do businesses face and how can you overcome them?
5 keys to digital transformation for small businessesSameerShaik43
Digital Transformation is crucial for all types & sizes of businesses across the globe. Only then can you overcome increasing competition. But with a limited budget in hand, this can be an intimidating task to undertake. But using the latest technologies can help your business to derive myriads of benefits.
Powering Customer Experience through Hyperautomation.pdfaNumak & Company
through general customer segmentation packages, mass marketing campaigns, and efforts created for the broad target audience. With the acceleration of digitalization, communication has become much faster and more accessible.
What is marketing technology and why does it matter?
Scott Brinker, cofounder and CTO of ion interactive, and
Jason Heller, global leader of McKinsey Digital Marketing
Operations, explain.
How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Te...PerformanceIN
James Diba, Client Partner of The Programmatic Advisory will discuss some of the techniques brands and buyers can use to drive high-performing campaigns with programmatic technologies. He'll delve into how to leverage DMPs, DSPs and dynamic creative successfully to generate better returns on investment.
*****
As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live
Technology has come to play a crucial role in delivering marketing programs and helping with meeting your marketing objectives. In a space filled with over a 1,000 marketing tech companies providing all kinds of products, platforms & services how do you decide which tools and platforms to invest in?
We polled and received responses from 260 B2B marketers in the United States and internationally. The special report that follows gives you a snapshot of how B2B marketers such as yourself are placing their bets on technology.
2020 Marketer's Guide to Emerging Technologies with Analegy Innovation Rating...Actuan Global
Technology buzzwords are inescapable but what do they all mean? In this document, we tell you which technologies are most likely to impact your customer experience. We also provide a handy score you can use prioritize the technologies most important right now.
Should I outsource, and how much should I outsource? This article enlists compelling reasons for IT outsourcing in an increasingly digital world, making the decision a no-brainer, it also highlights the risks that one should consider while making the commitment. Check out this tutorial.
2018 will usher in an evolution of experience. We will see technology that empowers consumers, intelligent systems that will enhance our lives and the definition of reality and the
blending of physical and digital will begin to converge and redefine our world. Our new trend framework focuses on the core behaviors driving technology adoption and engagement. As a data-driven growth engine for clients, our goal is to look at every new technology and trend through a behavioral lens to understand why consumers gravitate to specific technologies and how those technologies establish and amplify new behaviors.
Our new trend framework focuses on the following three core areas:
Empower - Trends that allow consumers to own, create, and democratize experiences.
Enhance - Trends that enhance daily life activities and responsibilities through intelligent
systems and proxies.
Environment - Trends that lead to the frictionless connection between physical and digital experiences, reshaping our environment.
These three behavioral drivers align to provide consumers overall EXPERIENCE.
In November 2015, 40 leading marketing executives gathered in Sydney to talk about measuring marketing effectiveness in an always on marketing world. The discussion that followed is presented here.
Epsilon China Consumer Experience Report 2015Jeffrey Evans
Epsilon powers business results for the world’s leading marketers, using customer intelligence to ignite connections between brands and customers with solutions that integrate rich data, engaging creativity and robust technologies. Each year we conduct proprietary consumer research across China to gain customer perspectives on topics that matter to brands. In this year’s study, we sought to explore Chinese consumer experience: the connections with brands they value the most, and the impact of those connections on purchase behaviors. We looked at how Chinese consumers engage with brands, with an eye toward helping brands build and benefit from positive consumer experiences. Covering clothing, grocery, financial services, travel, luxury, restaurant, eCommerce, appliance, food and beverage, and consumer product sectors, Epsilon’s research examined in depth how China’s consumers engage with brands across numerous touchpoints and channels.
Our professionals have distilled years of inside information and knowledge to give you an advantage over the competition – on average over 130 people apply for job postings. The Job Course will arm you with the skills, tools and tricks of the trade to make you stand out and secure that role.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
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PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
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Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
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Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
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As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
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Delivering more effective marketing through the right technology
1. IMPLEMENTING YOUR MARKETING STRATEGY THROUGH
A WELL-DESIGNED TECHNOLOGY STACK
DELIVERINGMOREEFFECTIVE
MARKETING THROUGHTHE
RIGHTTECHNOLOGY
WHITEPAPER
adma.com.au
2. INTRODUCTION
First published in 2009, self-described venture capitalist Fred Wilson introduced
the concept of a golden triangle of megatrends in the technology sector that are
reshaping business today.
MOBILE DEVICES
Hand held technology that empowers
individuals
SOCIAL MEDIA
Enabling new connections and
communications
REAL TIME
Live dialogue between people in different
locations
At the heart of this golden triangle lies the nexus of disruption. This space is
open for businesses to grow and develop deeper relationships with existing and
potential customers.
In this paper we discuss the technology stack, which is the set of solutions
businesses are using to get inside the golden triangle, and maximise their
opportunities there.
2 ADMA | Delivering more effective marketing through the right technology
3. REAL TIME
TECHNOLOGY STACK
Nexus of disruption
creates
opportunities for
business
SOCIALMOBILE
GOLDENTRIANGLE OFOPPORTUNITY
ADMA | Delivering more effective marketing through the right technology 3
4. In this paper we examine:
What comprises the technology stack
How to define the stack for your organisation
How planning ahead can help drive successful
implementation
Choosing the best way of implementing your
technology stack
Future developments in products and providers
Addressing the skills gap
Conclusions for marketers
4 ADMA | Delivering more effective marketing through the right technology
5. However, today, for marketers, the
technology stack is the
combination of technologies an
organisation uses to automate its
marketing function and provide
quantitative information that is
used for making business
decisions.
As businesses and technology has
become more complex, the
technology stack has grown to
extend beyond an organisation.
Tools like social media, exist
beyond the walls of any one
business, however their influence
and value within the business can
be considerable.
There is now a wide range of
different solutions available to
marketers, to help aggregate,
analyse and interact with customers
and their data. The challenge lies in
selecting and implementing the
right combination of technologies
to keep pace with growing
customer expectations. Those who
succeed will benefit most from the
disruptive change mobile devices;
social media; and real-time
technologies are creating.
DEFININGTHE
TECHNOLOGY STACK
TRADITIONALLY, INFORMATION TECHNOLOGY HAS
DEFINED THE TECHNOLOGY STACK AS THE LAYERS OF
COMPONENTS OR SERVICES THATARE USED TO PROVIDE A
SOFTWARE SOLUTION OR APPLICATION.
ADMA | Delivering more effective marketing through the right technology 5
6. 6 ADMA | Delivering more effective marketing through the right technology
DEFININGTHE TECHNOLOGYSTACK THAT WILLWORKFORYOURBUSINESS
THE KEY TOACHIEVING OPTIMAL CUSTOMER EXPERIENCES IS
TO MAKE IT A PRIORITY, AND BUILD OR RESHAPE YOUR
BUSINESS AROUND THIS GOAL.
Begin with business strategy
Defining your technology stack begins with your overall business strategy.
Before you begin to look at solutions, you need to have a clear
understanding of the goals you are trying to achieve as an organisation.
The most important role of the Chief Marketing Officer (CMO) in
implementing a technology stack is to ensure there is complete alignment
between the marketing technology strategy and the organisation-wide
business strategy.
Marketing strategy alignment
It is useful to revisit your marketing strategy, to remind yourself of what your
team is responsible for delivering to support the overall business goals. Your
marketing strategy can guide you in the next phase, where you examine how
you are going to use technology to achieve your deliverables.
Your technology stack is a combination of tools only. Although it will support
your marketing and business strategies, it will not be able to provide you with
all the answers.
How to define your technology stack
1.Revisit overall business strategy: what do you want to
achieve?
2.Identify how the marketing strategy will support overall
business goals
3.Define the technology strategy that will deliver marketing
strategy
4.Engage Board and C-Suite
5.Evaluate where your capabilities lie: vendor or in-house
6.Select technology providers
7.Implement technology stack
8.Measure outcomes.
7. Defining your
technology strategy
The process of defining your technology
strategy is one of constant refinement.
For each solution in your technology stack,
you need to ask the following questions:
The flow chart can help you identify solutions that cross
technology streams. You can then begin prioritising the
different solutions in order of effectiveness, and begin
looking into trials.
MOBILE MARKETING
STRATEGY SOCIAL
MEDIA STRATEGY
DATA STRATEGY
ADMA | Delivering more effective marketing through the right technology 7
What do we have in place to make use of this
medium/information/channel?
How are these technologies being used by our
customers, potential customers,
former customers and our ourganisaiton?
Are there any significant new technologies we
need to be aware of or start to use that we are
not using?
What's working and what's not?
Which technologies can we retire?
Where are the gaps that need to be filled
8. Engagement and
implementation
The CMO has an important role in
advocating and facilitating understanding of
the technology stack across the
organisation. The Board and C-Suite need
to understand how your technology stack
drives bottom line results. Although they do
not need to necessarily understand the
technical detail behind each technology, or
how your organisation might implement it,
they will need to see a clear connection
between the technology stack and business
outcomes.
The other key area the CMO needs to
focus on is in collaborating with IT. By
working closely together, the CMO can
engender support from IT by collaborating
on trials and sharing experiences from
both successes and failures.
CHAMPION WITHIN
MARKETING TEAM
CMO LEADING
TECHNOLOGICAL
CHANGE
Align objectives with
business objectives
Support
entrepreneurial culture
Encourage fast learning
Allocate budget for
testing new technologies
CHAMPION ACROSS
BROADER ORGANISATION
Demonstrate alignment
of business objectives with
technological change at
Board level
Facilitate learning gaps
at C-suite and Board level
Retain visibility for
projects across
organisation
8 ADMA | Delivering more effective marketing through the right technology
9. Capabilities evaluation
Once you have identified the areas of the technology stack
to be explored, you need to decide where your capabilities
lie. Should you develop technologies
in-house, or look for off-the-shelf solutions? And once you
have the technologies up and running, will you have the
intellectual capital in-house to make use of the
technologies, or will you rely on outsider vendors for day-
to-day management and upkeep? Knowing how to use your
technology to its fullest, to generate meaningful business
insights, is just as important as the technology itself.
A real challenge lies here for marketing agencies. Agencies
need to have the people and skills ready and tested before
clients come to them for advice. To stay ahead of the game,
they need to investigate and understand how new
technological solutions work and can be implemented.
The decision whether to develop in-house or to use off the
shelf solutions is discussed later in this paper, where we
explore the pros and cons of point solutions and single-
vendor solutions.
Measuring success
It is important to regularly review your technology stack, and
quantify its outcomes. Return on investment is a standard
tool used to measure effectiveness, however, it does not
capture the total value generated by implementing your
technology stack. Many outcomes can be more difficult to
attach a dollar figure, such as the goodwill generated
through improved customer engagement.
Following is a checklist of things you should consider when
evaluating the performance of your technology stack:
Which technologies are customers using regularly?
Does your technology stack match the tools your
customers prefer to use?
How are technologies reducing workload from other parts
of the business, such as your call centre?
What are your feedback channels telling you about the
customer experience with your technology stack?
Should you consider surveying your audience?
Your technology stack is part of your
business infrastructure, and must be
invested in, as other parts of your business
are.
You will need to evaluate whether to:
develop the solution in-house; or
find a reliable vendor solution that
can be integrated with your systems.
ADMA | Delivering more effective marketing through the right technology 9
10. Technology
challenges
Your IT team is going to be
your most useful source of
help when it comes to
overcoming the key IT
challenges:
how to find an
infrastructure partner
how to put together
multiple solutions
where to spend your
money, in-house or external
providers
- In-house solutions can have
a low level of sophistication,
but might work easily with
existing infrastructure
- External solutions can be
more mature, offering
more tools and features.
Many vendors now go directly
to marketing to sell their
solutions, bypassing IT
altogether. This can
undermine the IT function,
generating distrust within the
organisation. It is therefore
vital to maintain open
dialogue with IT, so they have
the opportunity to get
involved where and when
appropriate, and ensure they
are able to keep up-to-speed
with the technical aspects of
new technologies being
tested.
Information technology
Human resources,
or those responsible for
your organisational culture
Operations.
Although the CMO is responsible
for leading the implementation,
everyone in the marketing team
plays an important role in
promoting the technology stack,
and facilitating productive
relationships with internal
stakeholders.
SMOOTH IMPLEMENTATION
TAKES PLANNING
THERE ARE THREE MAIN AREAS OF THE BUSINESS TO
CONSIDER WHEN IMPLEMENTING YOUR TECHNOLOGY
STACK. KEEPING OPEN LINES OF COMMUNICATION, AND
INVOLVING EACH IN YOUR PLANNING CAN MAKE A
SIGNIFICANT DIFFERENCE TO HOW SMOOTHLY YOUR
IMPLEMENTATION GOES. YOU SHOULD AIM AT
COLLABORATING WITH:
10 ADMA | Delivering more effective marketing through the right technology
11. People challenges
There are a number of different challenges that come
with organisational change. The particular challenges
you are likely to encounter when implementing your
technology stack include:
The Board being divorced from digital operations
- SME can be more agile, as those making the
decisions have the advantage of both a satellite
view of their business as well as hands on, front
line experience.
Legacy systems and politics that can make change
slow and costly
Managing the leadership role with IT. The CMO
should initiate and lead the overall project while
the CIO needs to:
- work out how to pull different technologies
together
- balance in-house and external spend/ownership/
technology
Speed of execution and change management.
When change takes too long to implement,
momentum breaks down.
Engendering the entrepreneurial spirit so change
agents can develop within an organisation. The CMO
needs to enable a degree of risk to be taken by
business units to try new technologies and make
changes
Skills gap: finding an analyst who has marketing skills
as well as technical skills to implement solutions.
Operational challenges
Bringing new technologies into a business becomes
challenging when you move from theory into practice.
Practical consideration and planning needs to be given
to:
Balancing risk and reward
Funding innovation: budget needs to be made
available for small trials, so organisations can fail
and learn quickly. This is difficult for public/listed
companies who need to show a ROI within
12 months
Mapping business/outputs against technology
requirements (technology is required to meet some
goals).
RISKS SOLUTIONS
Is there a safe bet anymore?
Is it possible to future proof your
solution?
Churn to new technology is costly
Create a pool of money for testing
Fire bullets before cannonballs,
that is, test incrementally using
a speculation fund.
ADMA | Delivering more effective marketing through the right technology 11
12. SINGLE VENDOR
POINT SOLUTION
Look for a primary system, and then
everything needs to plug and play
with that system
Select one system and then fill
the gaps with point solutions
>
IMPLEMENTINGYOUR
TECHNOLOGY STACK WITHA
POINTSOLUTIONORSINGLE
VENDOR
THERE ARE TWO WAYS YOU CAN IMPLEMENT YOUR
TECHNOLOGY STACK: EITHER WITH A SINGLE VENDOR WHO
PROVIDES ALL THE TOOLS AND SYSTEMS YOU NEED; OR A
POINT SOLUTION, WHERE YOU BUY IN INDIVIDUAL TOOLS TO
ADDRESS INDIVIDUAL PROBLEMS.
It makes sense to consider how flexible your business architecture is
when you’re deciding between single vendor solutions and point
solutions. The benefits of each option are described in the table.
>
The steps you take in implementing your technology stack
depend on which solution you use:
12 ADMA | Delivering more effective marketing through the right technology
POINT SOLUTION V SINGLE VENDOR
Point solution (Solving one
particular problem without
regard to related issues)
Single vendor
UPSIDES
Point solutions are widely used to
fix a problem or implement a new
service quickly.
Easy, low cost, low
disruption to overall
architecture to change if not
working.
Quick and easy integration
Data can be empowered across the
business
DOWNSIDES
Point solutions can be costly
to integrate
Can silo data in one area
How good is your single vendor
at integrating point solutions?
Costly and disruptive to change if
not working
13. WHAT WE KNOWABOUT FUTURE
PRODUCTS AND PROVIDERS
THERE IS NO DOUBT ABOUT WHAT THE FUTURE HOLDS: THE COMPANIES
THAT MATCH CUSTOMER NEEDS WITH THE RIGHT TECHNOLOGICAL
SOLUTION WILL WIN.
The skills gap between IT and
marketing is widening. Marketers
need to become more active in the
technology space. They need to
know more about technology and
the solutions it can provide to help
automate marketing, and provide
information for decision making.
IT also needs to catch up. Where in
the past IT projects drove business
change, the shoe is now on the
other foot. Lines of business are
coming to IT with specific
needs, or solutions that need to be
integrated into existing business
systems. IT is being asked to
develop a deeper understanding of
how technology can support
business. In addition, business is
demanding
a technical expertise in a wider
range of specific tools and
technology solutions than ever
before.
There are a number of other, more
specific changes we see ahead, as
further democratisation of
technology continues. These are
described in the table below.
ADMA | Delivering more effective marketing through the right technology 13
WHAT WE KNOW WHAT WE DON’T KNOW
Existing technologies are not yet being fully utilised.
Marketers can still make better use of the
technology they already have available to them.
Existing technologies may have new
applications, but we don’t know what those
applications are.
Technology will more directly affect ROI and
business success in general.
Which technologies will generate the greatest
returns.
New technologies will be developed. While we can see what is possible, it’s not clear how
people will use the new technologies.
Those who embrace change will succeed
As new technologies are rolled out, skills gaps
emerge.
Education and cross training between technical
skills and marketing skills is needed to make full
use of the new technologies available.
Institutions, as well as technology providers will
need to support training and skills development of
those using new technology.
The challenge for agencies is to have the people
and skills ready and tested before clients demand.
Agencies need to be ahead of the game.
Greater computing power will enable a break
down of customer behaviour to generate
understandings.
Big data computation will enable more
informed decision-making, in real time.
When marketers know more about customers
and their behaviours, how will customers
respond?
14. Compounding the problem is the fact that
every new technology that becomes
available creates a new skills gap to be
bridged.
Business leaders need to decide how
they are going to fill the knowledge gaps.
There is a need to balance the amount of
skills required to use a new technology
against the capability that technology
brings to your organisation.
The following chart describes the
balancing act required to maintain the
right level of skills to meet the demands
of the technology you use. As
technologies become more complex and
specific, so too does the pressure mount
on generalists to combine ideas to create
value. Generalists need to become
experts quickly, so they are competent
enough to maximise the benefits new
technologies bring.
People solutions
Owning the skills needed to operate your technology
in-house is not always the right answer to addressing
the skills gap. Having control over those with the
skills is what is needed. Following are some common
solutions to this universal challenge:
Federate your technology – operate a central IT
function that services all your different business
functions
Outsource specific services as and when required
Use virtual global teams to provide business-specific
solutions to complex problems
Apply just-in-time purchasing to technical skills
through a flexible workforce (e.g. Uber). You can
decrease the number of full-time employees, and
buy in skills as needed.
Embed associates (e.g. Facebook and Adobe)
- Partnering with technology providers to provide
skills along with technology solutions
- Employ a corporate intern: skilled professionals
who can rotate through a business, providing
practical training to others.
WAYS TOADDRESS THE SKILLS GAP
A KNOWLEDGE GAP EXISTS BETWEEN THE VARIOUS AREAS OF DIGITAL
MARKETING AND TECHNOLOGY.THE DIVERGENCE BETWEEN THOSE
IMPLEMENTING SEO/SEM AND THE TOOLS THAT RUN THEM, FOR EXAMPLE, IS
INCREASING AS THE TECHNOLOGY BECOMES MORE SOPHISTICATED.
14 ADMA | Delivering more effective marketing through the right technology
15. WAYS TOADDRESS THE SKILLS GAP
Organisational culture solutions
Organisational culture can be a powerful
tool to help stretch the skills in your
business to meet your needs.
Encourage agility – a technical aptitude
required for a dynamic environment
Strong leadership – sales and
leadership skills are needed to promote
technological change internally
Effective project management skills
are needed to keep an organisational
change program on track.
What the skills gap means for
experienced marketing professionals
Bridging the skills gap has important
implications for all marketing
professionals. Marketers will need to
increase the range of skills they bring
to work each day, as the emphasis
changes. Marketing competencies are
changing.
Technology is becoming part
of the next generation’s skills
Marketers need the ability to turn
strategy into an execution plan
Technical competency, at least at a
theoretical level, will be required for key
initiatives
Marketers must develop an
understanding of the key areas
required for successful delivery:
business stakeholders, technology,
vendor etc.
Leadership will be needed to attract
and retain the right staff with the right
skills
In summary, experienced marketers
will need to expand their generalist
business skills, while at the same time
tapping into the specialist skills and
technical ability of less experienced
marketers.
What the skills gap means to business
managers
At a broader business level, the skills
gap poses challenges for managing
organisations as a whole:
More skills are needed to deliver value
to customers
Wages are spiralling: it can cost a lot
to hire the talent you need as it is
rare
Baseline skills can be hard to verify: it’s
hard to identify what skills a person
has, and what specific skills are
needed to implement a technology
Training and development costs are
increasing: there is a constant need to
upgrade skills. People need
to be training for their next job. This
makes it more difficult to evaluate the
cost effectiveness of training. Vendors
need to collaborate to help businesses
bridge the gap in training required to
operate new technologies.
Growth of data makes it more difficult to
analyse and interpret: businesses need
staff with hybrid skills.
There is a disconnect that
requires communication and
analytical skills combined to
turn data into information that
can be used to make informed
business decisions
ADMA | Delivering more effective marketing through the right technology 15
DATA ≠ INSIGHT ≠ ACTION
16. CONCLUSIONS
This investigation into the technology stack has highlighted a number of changes that have
important implications for marketers and the changing direction of the marketing function in
organisations:
Technology has allowed large
amounts of data to be analysed
quickly, providing useful insights and
information for marketers, enabling
marketing to move from a reactive to
pro-active function.
Although marketing has recently
undergone an industrialisation, it will
continue to be transformed by
technology.
Technological solutions that address
marketing problems are many and
varied. In order to select the right
solution, decision makers need an in-
depth, practical understanding of the
marketing problem you are trying to
address.
CMOs need to drive all aspects of
the technology stack:
- Most IT departments are
sufficiently removed from the
detail of marketing that they are
not able to pro-actively suggest
new technologies as they become
available.
- Because technology plays such a
significant role in marketing today,
CMOs need to drive the strategy and
implementation of the technology
stack.
Single vendors can provide general
tools to support marketing, however
gaps can persist for point solutions to
fill. Deciding on the mix of
technologies, and balance between in-
house and external providers is best
done in partnership with IT.
New technologies are generating skill
gaps between those with technical
knowledge and those with broader
marketing and business experience.
Although training can go some way to
address the mismatch,
CMOs need to think of creative
ways to bridge the gap through
partnering
skills and experience together within
the organisation at times and
bringing in experts when needed at
others.
Although the technology stack presents
many challenges for marketers, it is the
future direction businesses will be
taking. Those who harness the
opportunity it offers businesses to get
closer to their customers will ultimately
win the battle for hearts and minds.
16 ADMA | Delivering more effective marketing through the right technology
17. CONCLUSIONSACKNOWLEDGEMENTS
THIS WHITE PAPER IS A RESULT OF THE EXPERIENCE, IDEAS AND THOUGHT LEADERSHIP GENERATED BY THE ADMA
CUSTOMER EXPERIENCE EXPERT GROUP FROM THE CUSTOMER EXPERIENCE THINK TANK.
These invitation-only facilitated workshops explore topics related to one of our content pillars; Customer Experience, Data, Content, Creativity, Technology.
With thanks to the members of the ADMA Customer Experience Expert Group and Teradata for their sponsorship.
Kym Boyle
Senior Director,
Technology and Systems Marketing,
Oracle Corporation
Simon O’Day
Head of Partnerships Program,
Emma Inc
Matt McGrath
Board Member and Chief Brand Officer,
Network Ten
Richard Harris
Director,
ADMA
Brad Bennet
Head of Technology,
The Hallway
Hugh Bradlow
Chief Scientist,
Telstra
Jon-Paul Stift
Client Partner,
Atlas |a Facebook company
Shaden Mohamed
Executive GM - Online Marketing
& Business Intelligence,
Wotif group
Jeffrey Evans
Vice President Agency, Asia Pacific,
Epsilon
Rachelle Kerr
Marketing Technology Director,
McCorkell
ADMA | Delivering more effective marketing through the right technology 17
WRITER AND RESEARCHER:
Charlotte Spencer-Roy
Copywriter
Mike Vasavada
Director - Mobility Solutions,
mobiDdiction
Jeff Clark
Managing Partner,
Engage Digital
Stuart Waite
General Manager, Head of
Consumer Products & Technology,
News Corp
Theo Noel
Regional Director AU/NZ,
Return Path
Daniel Aunvig
Head of Customer Intelligence,
SAS
Midu Chandra
Director of Strategy & Innovation,
mobiDdiction
Katherine Milesi
Partner,
Deloitte Consulting – Australia
Ray Kloss
Head of Marketing,
SAP
Steve Brennen
Senior Director of Marketing
& Advertising Sales,
Ebay Australia
Tim Knight
Group Head of Digital,
True Allianz
SPONSOR:
19. Registered Office
Association for Data-driven
Marketing and Advertising
ACN 002 909 800
ABN 34 002 909 800
Level 6, 50 Carrington St
Sydney NSW 2000
GPO Box 3895
Sydney NSW 2001
T +61 2 9277 5400
F +61 2 9277 5410
contact@adma.com.au
adma.com.au
ADMAWP011_27_APR15
This whitepaper has
been produced with
thought leadership
from Teradata.