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5 Reasons Why Unified Marketing is Not a Myth

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We explain the historic challenges of data integration and integrated marketing and how market trends and technology advancements have made it possible to to achieve a unified view of the customer and highly orchestrated marketing interactions.

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5 Reasons Why Unified Marketing is Not a Myth

  1. 1. 1 © 2015 Tealium, Inc. All rights reserved.
  2. 2. 5 Reasons Why Unified Marketing is No Longer a Myth 2 © 2015 Tealium, Inc. All rights reserved.
  3. 3. Unified marketing brings together marketing applications and customer data to create a comprehensive customer profile that can be shared across all digital touch points to drive action. 3 © 2015 Tealium, Inc. All rights reserved.
  4. 4. Chronic Issues Preventing Unified Marketing •  Customer expectations have evolved rapidly •  Analytics has failed to drive action •  Major IT / BI investments were made, yet failures persist •  Marketers are forced out of their comfort zone •  The marketing technology landscape is chaotic •  The 360° customer view has been a promise for 15+ years •  Analysis has become a proxy for action •  Responsibility for technology decisions are shifting 4 © 2015 Tealium, Inc. All rights reserved.
  5. 5. Visitors now expect a consistent, real-time personalized experience on any device. 5 © 2015 Tealium, Inc. All rights reserved. Customer Expectation Have Evolved Rapidly
  6. 6. The Elusive Single Customer View 6 June 2002 © 2015 Tealium, Inc. All rights reserved.
  7. 7. Major Investments Were Made Source: Gartner Worldwide BI Revenue 2009-2014 7.4 2009 8.2 9 9.7 10.4 11.2 2010 2011 2012 2013 2014 © 2015 Tealium, Inc. All rights reserved. 7
  8. 8. Source: Demand Metric 2013 Analytics Has Failed to Drive Action 61% of marketers don’t use marketing analytics to influence their organization’s behavior or actions. © 2015 Tealium, Inc. All rights reserved. 8
  9. 9. Unnatural Situations Arose of marketers don’t own a statistics book. 95% Source: CEB-2012 © 2015 Tealium, Inc. All rights reserved. 9
  10. 10. Digital Marketing Chaos Reigns Marketing technologies have gone from 100 to 1876 solutions in four years. Source: Scott Brinker – Chief Martech © 2015 Tealium, Inc. All rights reserved. 10
  11. 11. Analysis Paralysis Replaced Action of marketers say they are unable to handle the marketing data available to them without feeling overwhelmed. 66% Source: Domo 2013 © 2015 Tealium, Inc. All rights reserved. 11
  12. 12. Responsibility for Results has Shifted By 2017 the CMO will spend more on IT than the CIO. Source: Laura McLellan - Gartner © 2015 Tealium, Inc. All rights reserved. 12
  13. 13. 5 Reasons Why Unified Marketing is No Longer a Myth © 2015 Tealium, Inc. All rights reserved. 13
  14. 14. 1 The Rise of Martech of organizations now have the equivalent of a chief marketing technologist compared with 70% last year. Source: Gartner 2014 81% © 2015 Tealium, Inc. All rights reserved. 14
  15. 15. 2 Visitor Profile Warehouse in the Cloud © 2015 Tealium, Inc. All rights reserved. 15
  16. 16. 3 Flexible Cross-Device Visitor Stitching © 2015 Tealium, Inc. All rights reserved. 16
  17. 17. 4 Real Time, Really 0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours 60% 16% 8% 5% Effectiveness of personalized messaging is greatly improved with timeliness of data and action RE-ENGAGEMENT% © 2015 Tealium, Inc. All rights reserved. 17
  18. 18. 5 Tag Management as the Unification Layer Experience Layer Data Layer Application Layer © 2015 Tealium, Inc. All rights reserved. 18
  19. 19. Thank You! jay.mccarthy@tealium.com @recoveringtekie www.tealium.com

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