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Agile marketing and the role of technology

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Axonn Media
Axonn Media
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The Role of Technology in Content Marketing Janaka Abeywardhana @janaka_a #MarketingTech
Hello! Janaka Abeywardhana CTO @ Axonn Media @janaka_a | #MarketingTech
Ever felt like you can’t keep up? @janaka_a | #MarketingTech
90% of all the data in the world has been generated over the last 2 years. Science Daily (http://go.axonn.co.uk/sd90) - May 2013 @janaka_a | #MarketingTech
Big Data Volume Velocity Variety @janaka_a | #MarketingTech
http://go.axonn.co.uk/mtp @janaka_a | #MarketingTech
http://go.axonn.co.uk/mts @janaka_a | #MarketingTech
TECHNOLOGY is the CAUSE AND THE SOLUTION @janaka_a | #MarketingTech
But first Culture People Process @janaka_a | #MarketingTech
Agile thinking @janaka_a | #MarketingTech
Experiments Learn Build Measure @janaka_a | #MarketingTech
Validated learning @janaka_a | #MarketingTech
Common goals in crossfunctional, self-organising teams @janaka_a | #MarketingTech
Don’t work towards individual KPIs from within functional silos @janaka_a | #MarketingTech
Ever had a great idea but thought I.T. would never go for that? @janaka_a | #MarketingTech
Make friends with I.T. @janaka_a | #MarketingTech
Common goal @janaka_a | #MarketingTech
Marketing Technologist @janaka_a | #MarketingTech
Now you’re ready for technology @janaka_a | #MarketingTech
Technology gives you consistent results and scale @janaka_a | #MarketingTech
@janaka_a | #MarketingTech
@janaka_a | #MarketingTech
@janaka_a | #MarketingTech
Tip 1 Work with domain experts @janaka_a | #MarketingTech
Tip 2 Organisational capabilities @janaka_a | #MarketingTech
Tip 3 Separation of concerns @janaka_a | #MarketingTech
Tip 4 Focus on core capabilities @janaka_a | #MarketingTech
Tip 5 Well-defined integration points • Add-on systems • Plug-in libraries • App stores • APIs @janaka_a | #MarketingTech
Tip 6 Single solution/vendor won’t solve everything @janaka_a | #MarketingTech
Tip 7 Cloud = quicker value @janaka_a | #MarketingTech
Summary • Adopt an Agile/Lean approach • Make friends with I.T. • Develop technology capabilities within marketing • Select best of breed with good integration points @janaka_a | #MarketingTech
go.axonn.co.uk/rtjs Q&A @janaka_a | #MarketingTech

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