Download to read offline
More Related Content
Similar to Suresh Teckchandani - Ancestry
Suresh Teckchandani - Ancestry
- 1. November 2018 MARKETING TECHNOLOGY- ENABLING PERSONALIZATION AT SCALE
- 2. Agenda • Introduction • What’sMarketing Technology? • Marketing Tech Landscape • Marketing Tech Vision and Strategy • Optimal Marketing Tech Blueprint • Marketing Technology Stack • Marketing Technology Tools • Business Use cases • Q & A
- 3. Introduction – SureshTeckchandani •VP of Marketing TechnologyAncestry •Director of QuickBooks Accounting Platform •Director of TurboTax Operations Engineering Intuit •Director of Product Development - Merchant Services •Director of PayPal Developer Platform and Point-of-Sale PayPal • Staff Software DevelopereBay • Sr. Software EngineerInterTrust Technology leader with extensive industry experience building large-scale customer-facing software products/services, eCommerce/technology platforms, Marketing tech stack and leading cloud operations/infrastructure teams.
- 4. What is MarketingTech? Marketing Technology (MarTech) consists of the applications, platforms and data that empower companies to engage with their consumers at every stage of the customer journey. Marketing Technology helps brands: • Target consumers in a more personal way • Measure the success of their marketing activities accurately • Collect and utilize data to make decisions and optimize their marketing spend • Automate tasks to allow marketers to focus on value-add activities • Personalize communications at scale – allowing for 1:1 consumer communication
- 5.
- 6. Growth of MarketingTech in recent years 6 Almost 5,000 companies are now part of the marketing technology landscape, a huge leap from the 150 itemized back in 2011.
- 7. Ancestry’s Marketing TechVision Maximize personalized consumer engagement by delivering the right message, in the right place, at the right time and at scale.
- 8. Our Guiding Principles 8 Personalization Self-Service ClosedLoop System Extensibility Speed & Agility Scalability Innovation
- 9. Vision and StrategicPillars • Create a data-driven, holistic view of the consumer Data Foundation • Deliver the right message, in the right place, at the right time through marketing automation, customer journeys and artificial intelligence. Activation • Provide high-fidelity, real-time performance insights, reporting, and monitoring Reporting & Analytics Maximize personalized consumer engagement by delivering the right message, in the right place, at the right time and at scale. Strategic Pillar Vision Marketing Tech Area
- 10. Optimal Marketing TechBlueprint 10 BI Tools 1st & 3rd party tracking and attribution data Data flowing for Real-time availability - Customer ID - Customer scores - History of customer activity Latest customer information for personalization and targeting purposes Customer Data Forensic, business event, tracking data (1st party data) Data Lake Data Mart/ Warehouse Data Science Models Social Facebook, Twitter, etc. Campaign Management System CDP Client .com, App Tech Stacks (Web/Mobile) Email, SMS, mobile, microsites Demand Side Platform & Ad Tech for Paid Channels CMS Data Foundation Activation Reporting & Analytics Web Analytics Mobile Analytics Tag Mgmt. Customer Action!!! Performance Monitoring and Alerting
- 11. Data Pipeline andCustomer360 11 Salesforce Marketing Cloud Content Management System Customer 360 Salesforce Service Cloud Sources Data Ingestion Data Science Model Execution Service Personalization Service Redshift (DW) IMS S3 FTP Ancestry Technology Stacks External Sources Other Ancestry Tech Stacks (SEO, etc.) Customer360 Consumers Others
- 12. Customer Data Platform- CDP Customer Data Platform is a modern marketing database that helps marketers: • Understand how customers interact with our brand across all touchpoints for a 360 degree view of customer • Personalize our messages based on customer behavior, 1st, 2nd and 3rd party data, leveraging data science and advanced analytics • Connect with customers in a seamless, cross-channel way Customer Data Platform CRM / MAP ANALYTICS & REPORTING SOCIAL MANAGEMENT CMS MEMBER SERVICES MULTI_CHANNEL PERSONALIZATION
- 13. MMM (Mix MediaModeling)/MTA (Multi-Touch Attribution) MTA = Campaign Execution (bottom up, tactical decisions) Examines how specific consumer engagements (campaign, media, creative) impact sales Optimize interactions at customer journey execution level every week MMM = Holistic Planning (top down, strategic decisions) Examines how resource allocation and optimization guide budgeting and planning decisions Increases effectiveness and growth of cross-channel programs Market Level Audience Level MMM and MTA work together to guide business decisions at all levels
- 14. SEM Marketing Technology Stack DataPlatforms Channel Platforms & Orchestration Content, Testing & Personalization Analytics, Reporting & Attribution Analytics Scoring Engines Attribution Reporting & MRM Content & Publishing Testing Collaboration Video SEO CC & Chat SocialMobile XRMMarketing Automation DMP Marketing Data Platform TaggingData Video Mgmt. Portal T3 C360 Ad-Tech Customer Reach DSP Aligns to strategy Does not align to strategy May/may not align to strategy
- 15. More Context andPersonalization to Drive Increased Cross-sell 15 • More personalized education at key cross-sell moments for DNA purchasers and Subscribers • New messaging tailored to customers that extends from email to personalized landing page Email DNA Landing Page Cross-sell Thank You • Sent 7 days after subscription start • Not personalized currently • Currently sending purchase flow – no value prop New Experience DNA Post-Activation • Sent 4 days after DNA results • Not personalized currently • Currently sending to purchase flow – no value prop messaging FH Landing Page Email New Experience
- 16. Program Details • Theprogram includes two communications: a launch and last chance • Offer is sent 8 days post results • Global program K 2K 4K 6K 8K 10K 12K 14K 16K 18K 20K 2/7/2018 2/8/2018 2/9/2018 2/10/2018 2/11/2018 2/12/2018 2/13/2018 New Targetable Audience Email Retargetable Real-time, Multi-Channel Journey: DNA Additional Kit Program 16 K 2K 4K 6K 8K 10K 12K 14K 16K 18K 20K 2/7/2018 2/8/2018 2/9/2018 2/10/2018 2/11/2018 2/12/2018 2/13/2018 Email Audience Email Increased program reach by 50%
- 17. Value/Benefit Education Inspiration •Real-time: Send messaging within 5 minutes instead of 24 - 48 hours • Tailored Messaging: Message consumers in a way most likely to resonate with them • Multi-channel: Talk to consumers where they are (Facebook and Email) and pivot based on interaction • Business Impact: Expected conversion lift of 25% based on initial testing One Size FitsAll No coordinated social component Email and/or Facebook Sent 2 days after abandon event Sent 5 minutes after session abandon Real-Time, Multichannel Journey: Abandon Cart
- 18.
Editor's Notes
- #6 Voice over on how many new entrants in the market this year
- #8 How do these lead to outcomes? * Holistic view of the customer (C360) to ensure we are using everything we know about the customer to tailor each communication. * Artificial intelligence – drive near instantaneous actionable insights * Omni-channel communication strategy - We will be prepared to communicate , nothing we build/buy today will limit our ability to market in future channels – all modern channels available, channel agnostic * Real-time performance – how is marketing performing so we can shift strategy quickly, see performance in real-time to adjust quickly to marketing forces and external pressure (agility) * Identity Management – How do we marketing to folks outside of the database? How to we expand the top for the funnel leveraging technology? Why we need it, how we fix it, how much it will cost
- #10 Meet with Dan on this slide
- #15 Fix colors