1. Breaking
Down
Digital
Jason
Heller
1
Nov
11,
2014

2. Confiden'al
2
Everyone shares
the same pain
and frustration…

3. 3
How to wrangle the
complexity of digital

4. 4
Let’s stop the hyperbole and get practical
“The
End
of
Marke9ng
As
We
Know
It”
“The
Death
of
Tradi9onal
Media”
“The
Sky
is
Falling”

5. 5
That said …
84%
Agree
that
marke5ng
is
undergoing
a
revolu5on
(Adobe
survey
2014)
78%
Expect
digital
and
mobile
to
transform
their
business
within
5
years
(Accenture
survey
2014)
61%
Marketers
agree
that
their
role
will
change
within
the
next
year
(Adobe
survey
2014)

6. 6
Marketing transformation has measureable results
Organiza5ons
with
“excellent”
marke5ng
capabili5es
outperform
their
market
(McKinsey
research
2013)
2x
–
3x
greater
revenue
growth

7. 7
The modern consumer is the catalyst for
transforming the modern marketing organization

8. 8

9. § UX
of
everything
§ Crea9ng
great
content,
and
a
lot
of
it
§ Managing
a
complex
media
ecosystem
§ Providing
advanced
analy9cs
and
insights
§ Collabora9on
and
workflow
9

10. A simple framework “cheat sheet” to clarify digital
Content
Media
Data
Business
Processes
CLM
Commerce
Customer
experience
+

11. Content
Customer
experience
A simple framework to clarify digital
§ Website
§ Mobile
§ Distributed
Business
processes
§ DAM
and
workflow
§ Content
management
§ UX
op5miza5on
§ SEO
§ Social

12. Content
Media
Customer
experience
A simple framework to clarify digital
§ Website
§ Mobile
§ Distributed
§ SEM
§ Programma5c
§ Premium
Business
processes
§ DAM
and
workflow
§ Content
management
§ UX
op5miza5on
§ SEO
§ Social
§ Ad
serving
§ Bid
management
§ MRM
/
campaign
management

13. Content
Media
Customer
experience
A simple framework to clarify digital
§ Website
§ Mobile
§ Distributed
§ SEM
§ Programma5c
§ Premium
Business
processes
§ DAM
and
workflow
§ Content
management
§ UX
op5miza5on
§ SEO
§ Social
§ Ad
serving
§ Bid
management
§ MRM
/
campaign
management
Data
§ Analy5cs,
a[ribu5on
§ DMP
§ Consumer
insights
§ MROI
§ Data
mart
management
§ Performance
op5miza5on

14. Content
Media
Customer
experience
A simple framework to clarify digital
§ Website
§ Mobile
§ Distributed
§ SEM
§ Programma5c
§ Premium
Business
processes
§ DAM
and
workflow
§ Content
management
§ UX
op5miza5on
§ SEO
§ Social
§ Ad
serving
§ Bid
management
§ MRM
/
campaign
management
Data
§ Analy5cs,
a[ribu5on
§ DMP
§ Consumer
insights
§ MROI
§ Data
mart
management
§ Performance
op5miza5on
CLM
§ CRM
§ Marke5ng
automa5on
§ Social
media
§ Systems
integra5on
§ CRM
governance
§ A/B,
mul5variate
tes5ng

15. Content
Media
Customer
experience
A simple framework to clarify digital
§ Website
§ Mobile
§ Distributed
§ SEM
§ Programma5c
§ Premium
Business
processes
§ DAM
and
workflow
§ Content
management
§ UX
op5miza5on
§ SEO
§ Social
§ Ad
serving
§ Bid
management
§ MRM
/
campaign
management
Data
§ Analy5cs,
a[ribu5on
§ DMP
§ Consumer
insights
§ MROI
§ Data
mart
management
§ Performance
op5miza5on
CLM
§ CRM
§ Marke5ng
automa5on
§ Social
media
Commerce
§ Merchandising
§ Omnichannel
transac5ons
§ Customer
support
§ Product
informa5on
management
§ Payments
§ Systems
integra5on
§ CRM
governance
§ A/B,
mul5variate
tes5ng

16. Quan9ta9ve
measures
Qualita9ve
measures
Performance
marke9ng
Difficult
to
9e
back
to
value
Easy
to
9e
back
to
value
CRM
Content
Website
Social
media
Mobile
apps
Mobile
adver9sing
Video
adver9sing
Brand
display
SEO
Social
listening
Crea9ve
CRM
Performance
marke9ng
Website
SEO
*
Not
exhaus've
Content
Social
media
Mobile
apps
Video
adver9sing
Brand
display
Social
listening
Marketers struggle with various levels of accountability

17. 17
The
future
is
already
here
–
it's
just
not
evenly
distributed
–
William
Gibson

18. Thanks
for
listening!
Jason
Heller
18
jason@agili5partners.com
@jasonheller