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

1. Joseph Kurian
Head, Marketing Technology & Innovation
Aetna

2. » Digital Marketing has undergone a dramatic shift in the last 10 years
with an explosion in technology platforms
» Technology drives many digital marketing initiatives and this trend
only looks to increase in the future
» The ability to measure, optimize and quickly implement changes
determines success in digital marketing
» There are hundreds of new marketing technology platforms entering
the marketplace. It can be a cluttered and confusing mess for
marketers to evaluate and understand

3. * Scott Brinker, Chiefmartec.com & ion Interactive

4. * Scott Brinker, Chiefmartec.com & ion Interactive

5. * Scott Brinker, Chiefmartec.com & ion Interactive

6. * Scott Brinker, Chiefmartec.com & ion Interactive

7. * Scott Brinker, Chiefmartec.com & ion Interactive
“ Fear motivates like no other “
- Me

8. » To solve these complex issues, requires a new skillset and perspective
in Marketing
» Marketing Technology integrates the two worlds of Technology and
Marketing to empower todays Digital Marketers to achieve their
business goals
» It is key to understand the technologies in the marketplace but also to
understand how they can solve business problems for customers
» The easiest way to picture the role of the office is as the CIO to the
CMO

9. » Marketing is heavily reliant on technology. Much of it has
an online component that is in-house or SaaS at a vendor.
We should control budget and destiny of our future
» Let marketers worry about marketing and not worry about
the tech stack, vendors, internal adoption, or enterprise
rollout
» IT is not the place for this. They are strong with
infrastructure, scalability, security but weaker on speed,
business value and alignment to business goals

10. » This infographic illustrates data that
shows how the MTO and its
leadership is evolving to be more
strategic in nature, while helping
marketing manage its technology
spend more efficiently
Source: Venturebeat.com

11. » MTO is responsible for:
˃ Marketing Technology Strategy
˃ R&D new Marketing Technologies
˃ Drive innovation, while empowering Sales and Brand across the
larger organization
˃ Drive a customer-centric view leveraging technology
˃ Drive enterprise standards in marketing technology tools and
platforms
˃ Drive towards a full 360 view of the customer across the lifecycle
˃ Manage partner relationships around MarTech
˃ Manage relationship with traditional IT to ensure standards and
processes are complied with

12. » My MarTech teams:
˃ Marketing Technology Innovation
+ Looking 12-18 months into the future at where we need to be
˃ Marketing Technology Platforms
+ Manage the MarTech platforms for the enterprise
˃ Wearables & Health Innovation
+ Understand how customers engage with new technology and our role
in this new ecosystem

13. » Marketing Technology
integrates with all part of
the larger enterprise
» The days of this technology
standing alone are over.
Many of these systems
need to feed or tie into
other systems to allow for
insights that can drive
business decisions
» The consumers of this
technology vary across the
enterprise depending on
their roles in the
organization

14. » Keys to Success for business case:
˃ Executive Sponsorship
˃ Control of budget
˃ Enterprise rollout of the technology
˃ Sell, sell and sell again

15. » Thank you for your time
˃ Joseph Kurian
˃ Head, Marketing Technology & Innovation
˃ Aetna
˃ rjkurian@aetna.com
˃ @Jkurian77