Weitere ähnliche Inhalte Ähnlich wie Consolidation of your marketing technology landscape (20) Kürzlich hochgeladen (20) Consolidation of your marketing technology landscape3. © 2015 oddEVEN AG
Inconsistent
customer experience
3
IMPACT OFAFRAGMENTED MARKETING TECHNOLOGY
LANDSCAPE
Not reaching
business goals
4. © 2015 oddEVEN AG
The key steps for a
successful
consolidation of your
Marketing Technology
Landscape
4
5. © 2015 oddEVEN AG
Prepare
Involve organization
Define requirements
Maturity (as-is / to-be)
Composition
Market overview
Landscape (as-is / to-be)
Selection
Operations
Establish governance
Stay up-to-date
5
KEYSTEPS
7. © 2015 oddEVEN AG
Create a common
understanding with all
stakeholders
Ensure collaboration between
Marketing & IT
Define business goals and key
performance indicators
7
INVOLVE
ORGANIZATION
8. © 2015 oddEVEN AG 8
DEFINE
REQUIREMENTS
PERSONAS
aware
engage
usecontinue
leave
USER JOURNEY
BUSINESS
CAPABILITIES
core
additional
TECHNICAL
CAPABILITIES
Start with personas and analyze
their user journeys. For each of
the steps in the journeythe
required business capabilities are
definedand then the technical
capabilities to fulfillthem.
This process can be done in an
iterative way, but should always
be done end-to-end for a given
persona.
9. © 2015 oddEVEN AG 9
DEFINE MATURITY: EXAMPLEANALYTICS
DecisionSupport
Descriptive
Diagnostic
Predictive
Prescriptive
Prescriptive
automated
What has
happen
Why did it
happen
What will
happen
What should
we do
Automated
decisions and
actions
Maturity
as-is
to-be
10. © 2015 oddEVEN AG 10
MATURITY MODELANALYTICS
DecisionSupport
Descriptive
Diagnostic
Predictive
Prescriptive
Prescriptive
automated
Why did it
happen
Extensive
structured
data set
What will
happen
Structured
and
unstructured
data
External data
sources
What should
we do
Decision
support
Metadata
about the
used data
Feedback
loops
Automated
decisions and
actions
Complex
decision
models
Real time data
Automated
feedback loops
Machine
learning
Maturity
What has
happen
Limited data
set
12. © 2015 oddEVEN AG
What categories are there
Infrastructure, Backbone (CRM, Marketing Automation, CMS,
eCommerce), Middleware (Data Management Platforms, Tag
Management, Cloud Integration), Experience (Video, SocMed,
Content, Ads), Operations (Analytics, Data, DAM)
Where do you find the tools
Lumascape, Chiefmartec Supergrafic (Excel from Heinz
Marketing)
Where to find decision support
G2Crowed, TrustRadius, Analysts
12
MARKET OVERVIEW
TOOLS
13. © 2015 oddEVEN AG 13
AS-IS-LANDSCAPE –MARKETING AUTOMATION EXAMPLE
WEBINAR
S
[CRM]
Marketing
Alignment
[Predictive
Analytics]
Call Center
List Providers
Lead Scoring/
Normalization
[Website
Tracking]
[Content
Management]
[Social Tools]
[Webinar
Platform]
LEGEND
Offline Prospect
Data Sources
Marketing Tasks /
Processes
Marketing Tech
Systems
Roadblock /
Chokepoint
Manual Data Flow
Automated Data
Flow
14. © 2015 oddEVEN AG 14
TO-BE-LANDSCAPE –MARKETING AUTOMATION EXAMPLE
WEBINAR
S
[CRM]
[Marketing
Automation]
[Predictive
Analytics]
Lead Scoring/
Normalization
[Website
Tracking]
[Content
Management]
[Social Tools]
[Webinar
Platform]
LEGEND
Offline Prospect
Data Sources
Marketing Tasks /
Processes
Marketing Tech
Systems
Roadblock /
Chokepoint
Manual Data Flow
Automated Data
Flow
Call Center
List Providers
15. © 2015 oddEVEN AG
Build vs. Buy
Best-of-breed vs. Suite
Suitable complement for the
existing tools
Culture, strategy and roadmap
of the vendors
Available skills internal and from
partners
15
CRITERIA
SELECTION-
PROCESS
17. © 2015 oddEVEN AG 17
DIGITAL MARKETING GOVERNANCE
…is the framework for the development and enhancement of the
strategy, management und operations of all digitale activities.
Policies &
Guidelines
Organizational
environment
Process
framework
Tools
18. © 2015 oddEVEN AG
Build and enhance internal
knowledge and skills
Ensure ownership of your data
Build for change
Buy tools according to your
maturity level
Think big – act small
18
STAY
UP-TO-DATE
20. © 2015 oddEVEN AG
Technology is only the
means to let people
experience your story
20
22. © 2015 oddEVEN AG
Some call it optimization of synergies between marketing and technology to achieve qualitative innovation.
At oddEVEN we call it Marketing Technology.
We create the connection between marketing strategy and IT systems. Therewith we help our customers to
create cutting-edge digital solutions.
Whether we support marketing to define requirements and maturity, to select the right tools to achieve their
goals or help IT to understand and implement the vision of marketing – we create bridges between to worlds.
We take your vision, add our know-how and deliver successful results that redefine the way digital business
is done.
We make marketing more agile and technology more creative.
22
WHATWEDO
23. © 2015 oddEVEN AG 23
WHOWEARE
We are oddEVEN, a team of six consultant from the areas of digital marketing, front end and software
development. We all bring many years of experience in consulting and working in large enterprises.
oddEVEN stands for bringing together marketing and IT, for digitalization and the
combination of different skills and views.
24. © 2015 oddEVEN AG
Stefan Malär
Managing Partner
Redefining Marketing Technology
stefan.malaer@oddeven.ch
+41 79 511 6222
@stefanmalaer
oddEVEN AG
http://oddeven.ch
@oddevench
24
YOURCONTACT
25. © 2015 oddEVEN AG
Tool Selection
http://chiefmartec.com/
http://www.lumapartners.com/resource-
center/lumascapes-2/
http://www.heinzmarketing.com/marketing-technology-
landscape-directory/
https://www.g2crowd.com/
https://www.trustradius.com/
Governance
http://rosenfeldmedia.com/books/managing-chaos/
25
LINKS