More Related Content Similar to Redefining the Marketing Technology Backbone (20) Redefining the Marketing Technology Backbone3. ClickSquared at a Glance
Background • Founded in 1999. Headquartered in Boston, MA
• Offices in Atlanta, Phoenix, London, Middlesbrough (UK)
• 160 total employees
What We Do • ClickSquared helps marketers acquire, engage, convert, grow and retain
customers by providing the tools, analytics, expertise and technology to
make smarter marketing decisions.
Value We Generate We enable greater prospect conversion, increased customer retention,
improved cross sell rates, enhanced loyalty and higher customer value
Why ClickSquared? • Broadest cross-channel delivery capabilities, enterprise-class campaign
management tools, unique multi-audience database support, embedded
analytics, industry expertise, packaged programs and value-add marketing
services
Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design,
management, execution and measurement of their marketing programs.
• Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo,
East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One
Bank and The Boston Celtics
3
4. Redefining the Marketing Technology
Backbone
Rob Brosnan, Senior Analyst, Customer Intelligence
@brosnaro
June 21, 2012
4 © 2012 Forrester Research, Inc. Reproduction Prohibited
2009
5. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
5 © 2012 Forrester Research, Inc. Reproduction Prohibited
7. 1 Access to Customers
7 © 2012 Forrester Research, Inc. Reproduction Prohibited
8. Customers are increasingly always-addressable
Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
8 © 2012 Forrester Research, Inc. Reproduction Prohibited
9. 2 The expanding
path to purchase
9 © 2012 Forrester Research, Inc. Reproduction Prohibited
10. The expanding universe of customer interactions
Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report
10 © 2012 Forrester Research, Inc. Reproduction Prohibited
11. 3 The Splinternet.
11 © 2012 Forrester Research, Inc. Reproduction Prohibited
13. 4 The Data Conundrum
13 © 2012 Forrester Research, Inc. Reproduction Prohibited
14. Marketers struggle to unify customer data
Source: Q4 2010 Global Technology Benchmark Online Survey
14 © 2012 Forrester Research, Inc. Reproduction Prohibited
15. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
15 © 2012 Forrester Research, Inc. Reproduction Prohibited
16. Marketing technologies touch all parts of the
organization
Source: February 14, 2012, “Revisiting the Enterprise Marketing Software Landscape ” Forrester report
16 © 2012 Forrester Research, Inc. Reproduction Prohibited
19. But data and optimization span the landscape
19 © 2012 Forrester Research, Inc. Reproduction Prohibited
20. 20 © 2012 Forrester Research, Inc. Reproduction Prohibited
21. Rules reflect the business, not customer needs
21 © 2012 Forrester Research, Inc. Reproduction Prohibited
23. 23 © 2012 Forrester Research, Inc. Reproduction Prohibited
26. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
26 © 2012 Forrester Research, Inc. Reproduction Prohibited
27. Requirements require a series of strategic choices
Balancing stakeholders across the buying process
Linking business processes and capabilities
Integrating interacting systems
Stringing together data sources
27 © 2012 Forrester Research, Inc. Reproduction Prohibited
28. Forrester’s marketing technology maturity model
• Data
• Technology
• Processes
• Analytics &
Measurement
• Resources
• Strategy
28 © 2012 Forrester Research, Inc. Reproduction Prohibited
29. Stage 1: operational mastery
Key objective: establish operational capabilities for each channel or
customer touch point
Method: defining technology roadmap, focused on acquiring point
solutions
Characteristic technologies: e-mail service provider, social listening
platform, web content management
29 © 2012 Forrester Research, Inc. Reproduction Prohibited
30. Stage 2: cross-channel integration
Key objective: move beyond traditional direct marketing to integrate all
outbound and inbound channels
Method: establish marketing technology assessment and 3-5 year
roadmap with a focus on enterprise or integrated approach to technology
acquisition
Characteristic technologies: cross-channel campaign management,
marketing resource management, marketing asset management
30 © 2012 Forrester Research, Inc. Reproduction Prohibited
31. Stage 3: optimization
Key objective: prove the ROI of marketing technology investments
Method: implementing change management and training processes
focused on encouraging agile, cross-channel optimization.
Characteristic technologies: data mining and modeling, predictive
analytics, contact optimization
31 © 2012 Forrester Research, Inc. Reproduction Prohibited
32. Stage 4: real-time unification
Key objective: calibrate the capabilities of the marketing technology stack
to customer’s real-time needs
Method: use customer intelligence to inform the strategic planning of
multiple business units
Characteristic technologies: channel neutral interaction management,
event based marketing, multi-channel attribution
32 © 2012 Forrester Research, Inc. Reproduction Prohibited
33. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
33 © 2012 Forrester Research, Inc. Reproduction Prohibited
34. Developing your marketing technology strategy
Identify your key touch points, decisions, and rules in sales, marketing,
fulfillment, and customer support.
Evaluate opportunities to automate marketing processes and customer-
facing decisions.
Review your current operations and capabilities.
Create a technology strategy and phased implementation roadmap.
Dimensions: strategy, resources, analytics & measurement,
processes, technology, and data
Prove ROI in high-value segments and interactions.
34 © 2012 Forrester Research, Inc. Reproduction Prohibited
© 2011 Forrester Research, Inc. . Reproduction Prohibited
35. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
35 © 2012 Forrester Research, Inc. Reproduction Prohibited
36. Cross-Channel Campaign Management in the Cloud
The SaaS Cross-Channel Marketing Hub automates and integrates a variety of marketing
functions, from cross-channel campaign management, to data management and analytics.
Channels / Delivery Campaign Management
Email Cross-Channel Orchestration
Mobile / SMS Targeting, Segmentation & Testing
Social Audience Management
Web Shared Business Rules
Direct Mail Dynamic Content
Survey Industry-
Comprehensive Reporting
Leading
SaaS Customer Understanding
Data Management & Analytics Marketing
Capture Intent
Automation Solicitation History
Database Design Platform
Ad Hoc Analysis
Database Hosting
Response Tracking
Hygiene / Merge-purge
Preference Management
ETL
Data Visualization
Predictive Analytics
Behavioral Triggers
Descriptive Analytics
Customer Scoring
36 © 2012 Forrester Research, Inc. Reproduction Prohibited
36
37. Fast Time to Value
Easy to Use
Powerful
More Effective
37 © 2012 Forrester Research, Inc. Reproduction Prohibited
37
39. Thank you
Robert Brosnan Dan Smith
+1 212.857.0734 +1 857.246.7614
rbrosnan@forrester.com dsmith@clicksquared.com
Twitter: @brosnaro Twitter: @dsmithC2
www.forrester.com www.clicksquared.com
© 2009 Forrester Research, Inc. Reproduction Prohibited