Suresh Teckchandani - Ancestry

1. November 2018
MARKETING TECHNOLOGY - ENABLING PERSONALIZATION AT SCALE

2. Agenda
• Introduction
• What’s Marketing Technology?
• Marketing Tech Landscape
• Marketing Tech Vision and Strategy
• Optimal Marketing Tech Blueprint
• Marketing Technology Stack
• Marketing Technology Tools
• Business Use cases
• Q & A

3. Introduction – Suresh Teckchandani
•VP of Marketing TechnologyAncestry
•Director of QuickBooks Accounting Platform
•Director of TurboTax Operations Engineering
Intuit
•Director of Product Development - Merchant Services
•Director of PayPal Developer Platform and Point-of-Sale
PayPal
• Staff Software DevelopereBay
• Sr. Software EngineerInterTrust
Technology leader with extensive industry experience building large-scale customer-facing
software products/services, eCommerce/technology platforms, Marketing tech stack and
leading cloud operations/infrastructure teams.

4. What is Marketing Tech?
Marketing Technology (MarTech) consists of the applications, platforms and data
that empower companies to engage with their consumers at every stage of the
customer journey.
Marketing Technology helps brands:
• Target consumers in a more personal way
• Measure the success of their marketing activities accurately
• Collect and utilize data to make decisions and optimize their marketing spend
• Automate tasks to allow marketers to focus on value-add activities
• Personalize communications at scale – allowing for 1:1 consumer communication

5. It’s Complicated

6. Growth of Marketing Tech in recent years
6
Almost 5,000 companies are now part of the
marketing technology landscape, a huge leap
from the 150 itemized back in 2011.

7. Ancestry’s Marketing Tech Vision
Maximize personalized consumer engagement by delivering the
right message, in the right place, at the right time and at scale.

8. Our Guiding Principles
8
Personalization
Self-Service
Closed Loop
System
Extensibility
Speed &
Agility
Scalability
Innovation

9. Vision and Strategic Pillars
• Create a data-driven, holistic view of the consumer
Data
Foundation
• Deliver the right message, in the right place, at the
right time through marketing automation, customer
journeys and artificial intelligence.
Activation
• Provide high-fidelity, real-time performance insights,
reporting, and monitoring
Reporting &
Analytics
Maximize personalized consumer engagement by delivering the
right message, in the right place, at the right time and at scale.
Strategic Pillar
Vision
Marketing Tech Area

10. Optimal Marketing Tech Blueprint
10
BI Tools
1st & 3rd party tracking and attribution data
Data flowing
for Real-time
availability
- Customer ID
- Customer scores
- History of customer activity
Latest customer
information for
personalization and
targeting purposes
Customer
Data
Forensic, business event, tracking data (1st party data)
Data
Lake
Data Mart/
Warehouse
Data Science
Models
Social
Facebook,
Twitter, etc.
Campaign
Management
System
CDP
Client .com, App
Tech Stacks
(Web/Mobile)
Email, SMS,
mobile,
microsites
Demand Side
Platform &
Ad Tech for Paid
Channels
CMS
Data Foundation Activation
Reporting &
Analytics Web Analytics
Mobile
Analytics
Tag Mgmt.
Customer
Action!!!
Performance
Monitoring
and Alerting

11. Data Pipeline and Customer360
11
Salesforce
Marketing
Cloud
Content
Management
System
Customer
360
Salesforce
Service
Cloud
Sources Data Ingestion
Data
Science
Model
Execution
Service
Personalization
Service
Redshift (DW)
IMS
S3
FTP
Ancestry
Technology
Stacks
External
Sources
Other Ancestry
Tech Stacks
(SEO, etc.)
Customer360
Consumers
Others

12. Customer Data Platform - CDP
Customer Data Platform is a modern
marketing database that helps marketers:
• Understand how customers interact with
our brand across all touchpoints for a
360 degree view of customer
• Personalize our messages based on
customer behavior, 1st, 2nd and 3rd party
data, leveraging data science and
advanced analytics
• Connect with customers in a seamless,
cross-channel way
Customer
Data
Platform
CRM / MAP
ANALYTICS &
REPORTING
SOCIAL
MANAGEMENT
CMS
MEMBER
SERVICES
MULTI_CHANNEL
PERSONALIZATION

13. MMM (Mix Media Modeling)/MTA (Multi-Touch Attribution)
MTA = Campaign Execution
(bottom up, tactical decisions)
Examines how specific consumer
engagements (campaign, media,
creative) impact sales
Optimize interactions at customer
journey execution level every week
MMM = Holistic Planning
(top down, strategic decisions)
Examines how resource allocation and
optimization guide budgeting and
planning decisions
Increases effectiveness and growth of
cross-channel programs
Market Level
Audience
Level
MMM and MTA work together to guide business decisions at all levels

14. SEM
Marketing Technology Stack
Data Platforms
Channel
Platforms &
Orchestration
Content,
Testing &
Personalization
Analytics,
Reporting &
Attribution
Analytics Scoring
Engines
Attribution Reporting & MRM
Content & Publishing Testing Collaboration
Video
SEO
CC & Chat SocialMobile XRMMarketing
Automation
DMP Marketing Data Platform TaggingData
Video Mgmt.
Portal
T3
C360
Ad-Tech
Customer Reach DSP
Aligns to strategy
Does not align to strategy
May/may not align to strategy

15. More Context and Personalization to Drive Increased Cross-sell
15
• More personalized education at key cross-sell moments for DNA purchasers and Subscribers
• New messaging tailored to customers that extends from email to personalized landing page
Email
DNA Landing Page
Cross-sell Thank You
• Sent 7 days after
subscription start
• Not personalized
currently
• Currently sending
purchase flow – no
value prop
New
Experience
DNA Post-Activation
• Sent 4 days after
DNA results
• Not personalized
currently
• Currently sending
to purchase flow –
no value prop
messaging
FH Landing Page
Email
New
Experience

16. Program Details
• The program includes two communications: a launch and last chance
• Offer is sent 8 days post results
• Global program
K
2K
4K
6K
8K
10K
12K
14K
16K
18K
20K
2/7/2018 2/8/2018 2/9/2018 2/10/2018 2/11/2018 2/12/2018 2/13/2018
New Targetable Audience
Email Retargetable
Real-time, Multi-Channel Journey: DNA Additional Kit Program
16
K
2K
4K
6K
8K
10K
12K
14K
16K
18K
20K
2/7/2018 2/8/2018 2/9/2018 2/10/2018 2/11/2018 2/12/2018 2/13/2018
Email Audience
Email
Increased program reach by 50%

17. Value/Benefit Education Inspiration
• Real-time: Send messaging within 5 minutes instead of 24 - 48 hours
• Tailored Messaging: Message consumers in a way most likely to resonate with them
• Multi-channel: Talk to consumers where they are (Facebook and Email) and pivot based on interaction
• Business Impact: Expected conversion lift of 25% based on initial testing
One Size FitsAll
No coordinated
social component
Email and/or
Facebook
Sent 2 days after
abandon event
Sent 5 minutes after
session abandon
Real-Time, Multichannel Journey: Abandon Cart

18. 18
Questions?