Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis Wright #DMS2015
•Als PPTX, PDF herunterladen•
11 gefällt mir•2,633 views
With over 2000 marketing technologies in over 40 categories, choosing the right technologies for your data-driven marketing technology stack is imperative. Do you buy a "marketing cloud" from the tools acquired and pieced together by established tech giants? Or do you build your own custom "Open Marketing Cloud", which may allow for greater flexibility and openness? This keynote will explore the pros and cons of each potential solution as well as insights the vendors won't tell you. It will highlight the key data you need to understand and uncover some tools that can impact the build of your perfect custom marketing cloud for you business needs. No one size fits all in the marketing technology space. Join Travis for this unique, entertaining, and action-packed presentation to learn where MarTech is headed and how to roll with the changes.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (10)
Ähnlich wie Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis Wright #DMS2015
Ähnlich wie Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis Wright #DMS2015 (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis Wright #DMS2015
- 1. The Digital Media Summit May 7th, 2015 Data-Driven Marketing Technologies and Their Role in Modern Marketing Travis Wright | Chief Marketing Technologist | CCP Global | @teedubya | @TheCMTO
- 2. Who is this Travis Wright dude? @teedubya • Radio Disc Jockey at Age 13. • Stand-up comedian since 1995. • Web developer since 1996. • Helped Roll out Superpages.com in 1997. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Military Intelligence and Russian Linguist in the US Army. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP Digital • Tech Journalist for CMO.com, Tech.co, MarketingLand, Salesforce & Adobe • Tech Tools for Entrepreneurs Columnist - Inc. Magazine. • @teedubya on Twitter #DMS2015
- 3. Who is this Travis Wright dude NOT? @teedubya#DMS2015
- 5. Who is this Travis Wright dude NOT? @teedubya#DMS2015
- 7. @teedubya
- 8. Silos and Silos of Data @teedubya#DMS2015
- 9. • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Recognize & know your customer • Personalize customer journey • Show next best offer • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions @teedubya#DMS2015
- 10. Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
- 11. Analytics and Competition “There are only two sources of competitive advantage: 1. The ability to learn more about our customers faster than the competition 2. The ability to turn that learning into action faster than the competition.”
- 14. Gartner 2017 CMO Quote “By 2017 the CMO will Spend More on IT than the CIO.” @teedubya#DMS2015
- 17. @teedubya#SMSsummit Source: Experian 2014 Digital Marketer Report
- 18. 90% of people use multiple screens sequentially. @teedubya#DMS2015
- 19. • Beyond Integrated Marketing • Cross-device, Omni-channel • Real-time 1:1 Personalization • Ownership of all Data • Beyond Optimization • Awesomeization @teedubya#DMS2015
- 21. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 22. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 23. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 24. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 34. @teedubya
- 42. Forrester Calls This Trend….The Age of the Customer “Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.” @teedubya#DMS2015
- 43. • Title • Time in the job • Works directly with • Daily tasks • Responsibilities • Likes/dislikes about job • Frustrations • Pressures • Concerns • Needs • Role in buying process • Buying stage • Drivers KNOW YOUR CUSTOMERS @teedubya#DMS2015
- 44. • Interview Current Customers • A/B Testing • Try Progressive Profiling • Study Your Web Analytics • Leverage Your Competition • Use LinkedIn and other Industry Networks • Go to Events RESEARCH YOUR BUYER PERSONAS @teedubya#DMS2015
- 45. @teedubya Up Close and Persona http://UpCloseAndPersona.com
- 46. @teedubya Facebook Graph Search opens up many different opportunities, BRO.
- 47. @teedubya Facebook Graph Search opens up many different opportunities, BRO.
- 49. World Series Social Campaign
- 52. Benefits – Social Amplification Facebook • Sessions up 234% YoY • Pageviews up 212% YoY Reddit • Sessions up 1,012% YoY • Pageviews up 1,180% YoY
- 53. Benefits – Traffic Website Customer Traffic from campaigns increased by over 100% YoY during 2014 Holidays
- 54. Online revenue up 20% in 2014 compared to 2013 +20% in 2014 2014 2013 Revenue Year Revenue by Year
- 55. National Reach • Ecommerce expanded reach across the nation • No longer just a Kansas City BBQ legend
- 57. @teedubya Facebook Graph Search allows for Social HR Recruiting
- 68. What are Marketing Clouds? • Acquired, non-integrated solutions • Walled-gardens leave many marketing technologies excluded or unsupported • Assembling a best-of-breed solution demands you build-your-own ‘marketing cloud’ #BYOC @teedubya#DMS2015
- 69. The Tech Giants Are Acquiring Marketing Clouds To Compete @teedubya#SMSsummit
- 70. To Build, or not to Build: That is the question.
- 71. • What is the desired outcome that you’d like a technology to solve for you? • Which category of tools offer solutions? • Who are the competitors in the space? • How can it be best implemented? • Who’s the best person or team to manage it? • What’s the best way to figure out how effective the tool this new marketing technology is? How to Find the Best of Breed
- 72. The Marketing Cloud is Getting Foggy @teedubya#DMS2015
- 82. #DMS2015
- 84. The Marketing Cloud Space is Kinda Stormy @teedubya#DMS2015
- 88. Tag Management System @teedubya To Build: That is the Answer! #DMS2015
- 92. Governance playbook is outdated and can't possible prepare teams for every possible scenario ”No time to discuss this as a committee, kid!"
- 93. Tag Management Brings Order to Marketing Chaos A/B Testing Ad Networks Affiliate Marketing Email Marketing Lead NurturingMarketing Automation Voice of Customer Analytics Chat Banner Ads Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Social Marketing • A/B Testing • Ad Networks • Affiliate Marketing • Email Marketing • Lead Nurturing • Marketing Automation • Analytics • Banner Ads • Chat • Personalization • SEM • Social Marketing • Visitor Remarketing • Visitor Retargeting • Voice of Customer @teedubya Source: Tealium #DMS2015
- 99. • Data is the Lifeblood for Digital Marketing • Synchronized Data Definitions • Standardize and control data distribution to partners & vendors • Better visitor attribution and personalized insights What is a Data Layer? @teedubya#DMS2015
- 100. Data Chaos Digital Marketing Agility Retargeting Analytics Before Optimization Ad Serving Media Disjointed data collection Optimization Ad Serving AnalyticsRetargeting Data Layer Media Centralised data collection After @teedubya#DMS2015
- 101. Not all data has been yours or was unified Missing data • Ad impressions • Social interactions • Video consumption Disjointed owned data • Website analytics • Mobile tracking • Email data
- 102. Improve marketing agility with data ownership • Collect rich online data • Make data first party to you • Switch vendors, keep the data
- 103. Unify Your Data at the Source or …You could always get all your vendors on a conference call #DMS2015
- 104. Keyword Campaign ID Promo Code URL Parameters Browser Type Operating System Screen Resolution Device Type User Agent/Browser Page Name Site Section Page/Content Type Page DOM/HTML SKU Product Edition Boxshot Category Product/SKU Order price Order quantity Discount Code Total Cart Amount Cart Customer ID Purchase history Campaign history CRM/Offline Data Layer Cookies New/Return Visit Number Time on Site Pathing Offsite/3rd Party Demopgrahics Ad history Social Graph In-Market details Data Layer: Collect & Unify ALL your Digital Data
- 105. Syndicate Rich User Data to Every Tool at a 1:1 Level Data Layer #DMS2015
- 107. #SIC2013 @teedubya
- 108. Advanced Techniques Required To Optimize For Omni-Channel Personalization & Attribution
- 109. U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor @teedubya#SMSsummit
- 111. #SIC2013
- 112. #SIC2013 AGILE
- 113. #SIC2013 NOT AGILE
- 114. @teedubya
- 119. Benefits • “Siloed” solutions enhance one another • Collect, Own and Act on your data everywhere • Leverage Best-of-Breed solutions without vendor lock-in • Omni-channel profiles • Single line of code • Data onboarding & syndication • 100% of technologies supported ENSIGHTEN DATA LAYER (EDL) Standardize and control data across all 3rd party clouds, platforms and tools AGILE MARKETING PLATFORM (AMP) Hybrid Client-Server Technology <script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script> Privacy Pulse One Data Collection & Activation Apps Market Manage Mobile Inform Attribution Tag Management & Testing Ensighten @ensighten http://ensighten.com
- 126. @teedubya
- 130. http://socedo.com
- 131. Get Little Bird @getlittlebird http://www.getlittlebird.com
- 132. @teedubya
- 133. PLATFORM: Combine Any Solution in an Open Cloud @teedubya • Don't restrict marketing agility by being vendor-locked-in a closed-cloud • There’s a good reason Google & Adobe offer “free” tag manager solutions. • No single closed cloud can solve all your marketing use cases • Unlock all options to find the best fit for your business • Take advantage of the best-in-breed digital marketing solutions in the industry #DMS2015
- 134. DATA: Unify Marketing with Data Ownership @teedubya • Assemble your own data layer to unify and enrich all your marketing solutions • Ensure data quality, consistency, and privacy across all vendor solutions • Standardize and share visitor profiles and actionable segments across your cloud • Break down marketing program silos & unify teams with coordinated data #DMS2015
- 135. CUSTOMER: Know Your Customer’s Journey @teedubya • Establish a 360 degree view of your customer across all channels and devices • Assess customer value to optimize marketing spend and personalize offer depth • Build relationships by engaging inomni- channel 1:1 conversations with your customers • Business Relationship Optimization. #DMS2015
- 136. MARKETING: Take Real-Time Action @teedubya • Batch processing of data inhibits marketing agility and effectiveness • Manage data in real-time to take real-time, intelligent action • Coordinate marketing decisions and interactions across solutions • Improve ROI with relevant offers and content #DMS2015
- 137. @teedubya#DMS2015
- 138. @teedubya#DMS2015
- 139. @teedubya 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
Hinweis der Redaktion
- No one is exited when a machine is selling them - corporate sales reads like legislation - use automation for what machines do best and lead with human vision, passion, art, Shakespeare wasn’t invented by a machine Build in all detailed targeting potentials so the technical setup so that doesn't get in the way and allows for creativity, This requires flexibility on both sides of the coin, technical and strategic Not reinventing the wheel with every test, Not constantly re-implementing with every test Algorithm reviews have less weight than a social review Hunting customers with Targeting vs Farming customers by cultivating relationships
- No one is exited when a machine is selling them - corporate sales reads like legislation - use automation for what machines do best and lead with human vision, passion, art, Shakespeare wasn’t invented by a machine Build in all detailed targeting potentials so the technical setup so that doesn't get in the way and allows for creativity, This requires flexibility on both sides of the coin, technical and strategic Not reinventing the wheel with every test, Not constantly re-implementing with every test Algorithm reviews have less weight than a social review Hunting customers with Targeting vs Farming customers by cultivating relationships
- No one is exited when a machine is selling them - corporate sales reads like legislation - use automation for what machines do best and lead with human vision, passion, art, Shakespeare wasn’t invented by a machine Build in all detailed targeting potentials so the technical setup so that doesn't get in the way and allows for creativity, This requires flexibility on both sides of the coin, technical and strategic Not reinventing the wheel with every test, Not constantly re-implementing with every test Algorithm reviews have less weight than a social review Hunting customers with Targeting vs Farming customers by cultivating relationships
- No one is exited when a machine is selling them - corporate sales reads like legislation - use automation for what machines do best and lead with human vision, passion, art, Shakespeare wasn’t invented by a machine Build in all detailed targeting potentials so the technical setup so that doesn't get in the way and allows for creativity, This requires flexibility on both sides of the coin, technical and strategic Not reinventing the wheel with every test, Not constantly re-implementing with every test Algorithm reviews have less weight than a social review Hunting customers with Targeting vs Farming customers by cultivating relationships
- Tealium brings order to the chaos by removing the need to manage all tags individually , and allowing you to deploy a single tag on your site which can in turn help you manage all your digital marketing solutions deployments.
- Different ad networks and acquisition channels rent out slices of audiences and data.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- So, for definition’s sake… Agile… able to move quickly and easily… nimble, flexible, acrobatic, fleet footed.
- So, for definition’s sake… Agile… able to move quickly and easily… nimble, flexible, acrobatic, fleet footed.
- Here’s what’s included with our platform. You deploy our single line of code across “The Internet of Things.” A set of core services is shared across the application set. We provide products for tag management, mobile tracking, and performance testing. Our Activate product is comprised of Ensighten Pulse, which is our impression tracker, and Ensighten One that unifies omni-channel profiles. Our attribution product powers budget allocation and marketing mix decisioning, as well as actionability on attributed data. Our privacy solution – a patented browser gateway – ensures 100% compliance with privacy policies. And of course our platform is fully open, supporting hundreds of client-side and server-side integrations. A unified data layer ensures that data is collect, persisted and activated easily and consistently.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.