We can now track just about every customer action and connect our tools in ways we never thought were possible. With the rise of companies like Experian, Data.com, InfoUSA, Clearbit, TowerData, and FullContact, a marketer can select from hundreds of customer attributes with just an email address. If we can combine this with all our other customer data, you can do personalization at scale. But, personalization is complex! It requires a lot of technical know-how, and the room for error is scary. Dan McGaw, CEO of Effin Amazing, will explain the first crucial step of implementing an effective personalization program and will walk you through the steps of adequately auditing and creating a well-structured marketing technology stack taxonomy. You'll Learn: -The dos and don'ts of creating a taxonomy -How to leverage a taxonomy in personalization to drive engagement -How to properly audit and build the right taxonomy for your stack -How to grow revenue with the right taxonomy stack

1. Presentation
Your Personalization is
Dead Without the Right
Stack Taxonomy
Dan McGaw - CEO @EffinAmazing

2. 2
Dan McGaw
CEO @EffinAmazing
Introduction
Dan McGaw is an award-winning entrepreneur and speaker.
He is the founder and CEO of Effin Amazing, a marketing
technology and marketing analytics agency, and the creator of
UTM.io, a campaign management and data governance tool.
Named one of the godfathers of the marketing technology
stack and one of original growth hackers, Dan has decades of
experience in digital marketing, technology, and analytics.
Just a handful of our amazing clients

3. Business has
changed

4. Business has
changed, we can
now track every
customer action

5. Marketing Stack Growth.
Industry
Over the past few years
martech has grown like crazy.
5
2011
150+ martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

6. 6
2017
2018
5,000 martech tools
6,800 martech tools
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
Source: http://chiefmartec.com
Source: http://chiefmartec.com

7. 7
2019
With so many companies coming on to the market, the landscape can be hard and overwhelming
for any marketer. At this moment we are seeing lots of consolidation. Adobe has being acquiring
tools like crazy, let’s just hope this does not create a #stackapocalypse in your stack.
Summary
7040?
7,040+ martech tools
Source: http://chiefmartec.com

8. How many tools are in your stack?
Quantity
1 - 5

9. How many tools are in your stack?
Quantity
1 - 5 6-10

10. How many tools are in your stack?
Quantity
1 - 5 6-10 10-20

11. How many tools are in your stack?
Quantity
1 - 5 6-10 10-20 21+

12. 12
Your stack should work together as one cohesive unit. Each tool should be able
to collect and send information to others tools when possible.
Integrated Stack

13. Realtime updates
Required
Over the past couple of years we have seen a huge
change in marketing tools and they're connectivity. With
the recent launch of Customer Data Platforms and
Customer Data Infrastructures, we are now connecting
our tools in ways we never thought possible. This still
does not mean we are perfect, we just have more
access to data.
Source: Hull.io > https://www.hull.io/blog/data-enrichment/

14. Use a CDI or CDP
Customer data infrastructure tools allows you to
implement once and connect 100’s of tools. This
allows you to not be dependent on lengthy
integrations to get a tool up and running. You
integrate once, switch tools whenever you like and
remain agile with your entire stack.
Solution

15. Syntax
Client Side Tracking

16. Syntax
Client Side Tracking

17. Syntax
Client Side Tracking

18. Syntax
Client Side Tracking

19. Syntax
Client Side Tracking

20. Syntax
Client Side Tracking

21. Syntax
Client Side Tracking
BIG PROBLEM

23. Integrate in the 21st centuryCDP

24. Integrate in the 21st centuryCDP

25. Integrate in the 21st centuryCDP

26. Know Everything
Customer Data Platform + Enrichment
As data is becoming more proliferous, we are now able
to ping an API and collect just about anything we want
about a consumer. With the rise of companies like
Experian, Data.com, InfoUSA, Clearbit, TowerData and
FullContact have easy to access API’s, a marketer can
grab 100’s of attributes about a customer with just their
email. If we can combine this with all our other customer
data, you can do personalization at scale.
Source: Marketing profs >
https://www.marketingprofs.com/articles/2018/34857/the-secret-to-more-effective-campaigns-a-data-management-platform

27. Data Enrichment
API based enrichment services which are
integrated into your entire marketing technology
stack allow for us to know anything we want. With
the right integrations you can collect 3rd party
demographics, firmographic, behavior, postal,
weather and technographic information about your
customers.
Solution

28. Seamless enrichment integrationClearbit

29. Hull.io +

30. SMB Data EnrichmentBuzzboard

31. Location enrichmentRadar Labs
Source: https://radar.io/blog/radar-food-dining-playbook

32. Source: https://www.adwordsrobot.com/en/weather-based-advertising
Weather enrichmentWeather API

33. Complex
Personalization is complex! It requires a
lot of technical know how and the room
for error is scary.

34. 34#personalizationSource: Emarketer > https://www.emarketer.com/content/why-marketers-struggle-with-data-driven-personalization

35. Solution
Good Taxonomy

36. Events
Event = Action taken by user
https://effin.io/Taxonomy

37. Events Properties
Event Property = Context about action
https://effin.io/Taxonomy

38. Build out all events first
Event = Past tense verb Property = Adjective
https://effin.io/Taxonomy

39. Build out customer profiles
traits / identify
https://effin.io/Taxonomy

40. https://effin.io/Taxonomy
Build out customer profiles
traits / identify

41. Do an internal review
- Make sure the naming makes sense
to everyone involved, especially people
you have not hired yet.
- Keep things short, no 45 character
event names please
- Use dates instead of true or false
- Consolidate as much as possible, let
the properties do most of the work
https://effin.io/Taxonomy

42. Make sure everyone agree’s
- Use strike through to
deprecate things
- Leave great details on
what an event or
property mean
- This spec will be your
bible for the stack
https://effin.io/Taxonomy

43. Make Sure
it Works

44. Taxonomy is all about asking
yourself, Is this going to create action
in our organization?
Dan McGaw

45. Next Step
Developer Review

46. Don’t make them pull their hair out

47. Come prepared with your clean spec

48. Be prepared to explain
- Don’t get defensive
- Understand that you will have
to compromise to get
anywhere
- Engineering does not hate you,
they just don't work for you.
- When you are told no, find a
workaround

49. Not everything that can be
counted counts, and not
everything that counts and
be counted.
Albert Einstein

50. Revise Your Taxonomy

51. Next Step
Developer Support

52. Don’t be afraid to pair

53. Audit on staging using Live View

54. Audit using Chrome Extension

55. What are you auditing?
- Audit every event and trait and for
spelling, capitalization and correct
firing.
- Do this all in a test account on
staging environment.
- Nothing goes to production until
audited
- Once it is in, it is in, don’t f*ck it up

56. Next Step
Deploy and Personalize

57. T-shirts
RealThread.com
Custom T-shirt printing has never felt so good.
Real thread is a custom t-shirt printer which has
some of the softest inks to ensure your customers
enjoy wearing your shirts. The print for fashion
lines, startups and all sorts of businesses.

58. Personalized Segmentation
Send less emails overall, but make them
personalized to a segment and your
effectiveness of those emails will rise
dramatically.

59. Create Personalized Journey Draft
Autopilot
Newsletter
Designer
Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead

60. Tag Manager >> Segment = Behavior Data Added Everywhere

61. Segment >> Clearbit >> Segment = Identity Data

62. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration

63. Progressive Profiling
When you cannot collect it from a
3rd party you can always just ask.

64. Collect Customer Information - Autopilot

65. Collect Customer Information - User Experience

66. Graphic Designer
Send Personalized Journey - Autopilot

67. Designer, Apparel
Send Personalized Journey - Autopilot

68. Business Owner
Send Personalized Journey - Autopilot

69. Report Role in Analytics - Autopilot >> Segment

70. Personlized Education
When making any decision we can have
a hard time understanding all the facts.
By understanding your behavior we can
serve up timely education.

71. 71
Vacation
CarolinaDesigns.com
Carolina Designs is a vacation rental company in Outer
Banks, North Carolina. They do most of the reservations
through their website and have to constantly be thinking of
how to make it easier for their customers to make a $25,000
decision. People spend 1 week in these homes with 20
bedrooms, so the decision can be tough.

72. Collect Customer Information - User Experience

73. 73
Saving Their Homes

74. Scrape data and put it through the pipe

75. Scrape data and put it through the pipe

76. 76
Saving Their Homes

77. 77
Personalized Education

78. 78
Personalized Reminder

79. 79
Personalized Retargeting Ads

80. Good Taxonomy enables us to use the data everywhere

81. Advice
Your personalization is only as good
as the people you hire to build it.
Don’t be stupid, Build Cool Sh*t

82. Advice
Get my new book!
Build Cool Sh*t
A blueprint to creating your marketing
technology stack
Visit: Effin.io/book

83. Thanks For
Coming.
Dan McGaw
CEO at EffinAmazing.com

84. Questions?
Dan McGaw
CEO at EffinAmazing.com
Get my new book!
Build Cool Sh*t
A blueprint to creating your marketing
technology stack
Visit: Effin.io/book