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Let's Find the Human in Martech

From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Putting The Human In Your Marketing Technology Stack. PRESENTATION: Let's Find The Human in Martech - Given by Mayur Gupta, @inspiremartech - Kimberly-Clark, Global Head of Marketing Technology & Operations

Let's Find the Human in Martech

  1. 1. MAYUR GUPTA | @INSPIREMARTECH LET’s FIND THE HUMAN WITHIN MARTECH GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK HELLO.
  2. 2. 1998 F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  3. 3. F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  4. 4. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  5. 5. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  6. 6. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  7. 7. CHANGE HAS HAPPENED
  8. 8. EVERYTHING IS DIGITAL
  9. 9. NO LONGER THINKS ABOUT TECHNOLOGY CONFIDENT IT WORKS FOR HER
  10. 10. 11 BEHIND THE DISRUPTION
  11. 11. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H T E C H N O L O G Y O B S E S S I O NTHE
  12. 12. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H C H A N N E L O B S E S S I O NTHE
  13. 13. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H HAMMER LOOKING FOR A NAIL
  14. 14. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  15. 15. F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  16. 16. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  17. 17. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H NEXT DROP
  18. 18. F I N D I N G T H E H U M A N W I T H I N M A R T E C H HUMAN TECHNOLOGY CONSUMER DESIRE – The best product at the best price at a time, location, touch point of her choice meeting her emotional and functional needs BRAND DESIRE – Ability to sell more products to more people more often at a better price driving category growth and legendary brand building PROSPECT USER ADVOCATE HOSTAGE INFLUENCER SHOPPER LOYALIST
  19. 19. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H C O N S U M E R O B S E S S I O NTHE
  20. 20. 25
  21. 21. 26
  22. 22. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C CHANGE CONSUMER BEHAVIORS
  23. 23. CONNECT THE DOTS BREAK THE SILOS
  24. 24. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C UNLOCK DATA
  25. 25. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C EXPERIENCE & VALUE ALWAYS ON SHOPPER
  26. 26. 31 NEED FOR SPEED VS DESIRE FOR PERFECTION BIG TESTING & BIG LEARNING
  27. 27. ROI
  28. 28. 33
  29. 29. MEDIA STORYTELLING INFLUENCE CONTENT DATA COMMERCE
  30. 30. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C STOP IT.
  31. 31. MAYUR GUPTA | @INSPIREMARTECH IT WAS ALWAYS ABOUT HER. GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK DONE

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