1. Brought to you by:
UNDERSTANDING
MARKETING TECHNOLOGY
Building The Marketing “Stack” And Understanding The Marketing-
Technology Infrastructure That Will Drive Results For Years To Come

2. “I Got Into Marketing Because I Don’t
Like Math Or Understand Technology! ”

3. If That’s True… I’m Sorry.”

4. The Fact Is
Marketing Has
Entered The
Age Of Big Data
and It’s Not
Going Away.

5. The Rationale For Marketing Technology
• Technology increases efficiency in your organization
• Fewer people, fewer resources, more scale
• Technology increases performance
• Optimization can be automated
• Fewer Resources + Higher Performance = Better Margin

6. The Evolution Of Marketing Technology
1450 – Moveable Type (Gutenberg)
1922– The birth of Radio advertising
1941– The birth of TV advertising
1967– Donovan Data Systems
1970’s– Data Warehousing is born
1994– The birth of Internet advertising
The 90’s
- Ad Serving is created
- CMS goes live for publishing
- Website analytics are born
- Cookies are standardized
- Ad Networks & Exchanges
- Data Exchanges & DSP’s
- DMP’s and Data Activation
2013 – The Launch Of The “Marketing Stack”
Source: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/

7. The Evolution Of Marketing Technology
1450 – Moveable Type (Gutenberg)
1922– The birth of Radio advertising
1941– The birth of TV advertising
1967– Donovan Data Systems
1970’s– Data Warehousing is born
This is the first of Internet advertising
1994– The birth time a
marketer can truly The 90’s
- Ad Serving is created
understand “which
- CMS goes live for publishing
- Website analytics are born
- Cookies are standardized
half” of their marketing - Ad Networks & Exchanges
- Data Exchanges & DSP’s
is working”. It gets - DMP’s and Data Activation
exciting right here! 2013 – The Launch Of The “Marketing Stack”
Source: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/

8. This Is The Birth Of The “Buddy Relationship”
CMO
CTO

9. Even The Development of the CMTO

10. BUT WHY IS THIS SO
IMPORTANT?

11. More Marketers Are Interested In Finding Ways
To Leverage Technology For Marketing
Source: Radar Research and BlueKai 2012

12. There Are Many Use Cases For Marketers That
Require Centralized Management With Data
Source: Radar Research and BlueKai 2012

13. And Cross-Channel Usage Is Key
Source: Radar Research and BlueKai 2012

14. SO WHAT EXACTLY DOES THE
“MARKETING STACK” LOOK LIKE?

15. There Are Enterprise Solutions For Most
Of Your Business… Why Not Marketing?
Finance &
IT CRM HR Marketing
Operations
•i.e. Oracle •i.e. NetSuite •i.e. Salesforce •i.e. Success Factors •?
•i.e. SAP •i.e. WorkDay •i.e. Taleo •?

16. The Marketing Stack Is Comprised Of
Two Primary Consideration Elements
• Data vs. Execution
• Inbound vs. Outbound

17. Data vs. Execution
• Data refers to the layer of signals being amassed by various
interaction touchpoints, or engagements, and understanding how to
organize and activate them.
• Execution refers to ways in which those marketing touchpoints are
launched, managed, and optimized using data.

18. Inbound vs. Outbound
• Inbound = Owned
• Your Site
• Your CRM
• Your Blog
• Your Retail Store
• Outbound = Earned, Paid
• Social
• Viral
• Advertising
• Optimization

19. The Marketing Stack Architecture
- Cloud Based, Enterprise SaaS
Execution
(Optimization) Site Analysis & Optimization Ad Exchange or DSP
Dynamic Creative
Reporting Ad Serving & Ad Trafficking
Attribution Data Access
Data Management
Data Activation
(Sharing & Control)
Inventory Management
Data 1st Party & 3rd Party Tag Management (Publishers)
Inbound Outbound

20. The Marketing Stack Architecture
(3rd Dimension = Offline Vs. Online)
Execution
(Optimization) Site Analysis & Optimization Ad Exchange or DSP
Note: This online vs. Dynamic Creative
Reporting Ad Serving & Ad Trafficking
Attribution
offline thing might take
Data Access
some time to work
Data Management
Data Activation
itself out…
(Sharing & Control)
Inventory Management
Data 1st Party & 3rd Party Tag Management (Publishers)
Inbound Outbound

21. WHAT DOES THE MARKETING
STACK REALLY LOOK LIKE?

22. The Marketing “Stack” Broadly Defined…
Data
1st & 3rd Party Data
Management Execution
Ad Serving
(Optimization)
Ad Verification
Cross-Channel
Data Activation Brand Safety Analytics & Attribution
Media Buy Mgmt
Reporting
Execution Partners (i.e. media placements)

23. The Marketing “Stack” At A More Granular
Level (For Those Whom It Applies To)
Tag Management
Data
Data Ingest
1st Party Data Mgmt
3rd Party Data Access/Management
Classification & Segment Creation
Data Out (Server to Server)
Data Portability
Audience Analytics
Media Analytics
Execution Attribution
Ad Verification & Brand Safety
Media Inventory Reporting
Impression, Click, Conversion Reporting
Real Time Bid Management
Creative Serving (Dynamic or Not)
3rd Party Ad Serving
Ad Exchange Or SSP Management
Optimization Analytics & Attribution

24. And As For Reporting…
• Reporting is crucial in all elements of the stack
• The trick is finding a means to consolidate your
reporting into a single “dashboard”…

25. Data Refers To Activation
• The ability for your selected partner to be able to
push your audience data profiles to ALL
execution partners – not just a single solution.

26. Execution Refers To Logistics Of Informing All
Marketing Touchpoints With Audience Insights
Source: CoolInsights.Blogspot.com

27. Within Execution, There Is Optimization
• The continuous feedback loop of
• Reporting, Analytics and Attribution

28. TO GET STARTED… THE CORE OF
THE MARKETING STACK IS DATA.

29. Data As The “Glue” For Marketing
• Ties together all your efforts, both internal & external
• Informs all your efforts to maximize efficiency
• Ensures better performance by delivering targeted messaging
• Provides insight necessary for proper attribution models

30. Data Creates Customer Intelligence
• Without data informing all marketing interactions, you lack
customer intelligence. When you lack intelligence…

31. Data Must Be Separated From
Execution In Order To Be Maximized!
• Maximum efficiency in the marketing stack requires you to separate
the data layer from the execution layer to ensure you are not tied to
one execution vendor operating in a silo
• Your DSP should not provide your DMP as you are then unable to port
over learning and leverage audience profiles in other activity (i.e. site)
• If you compound the two layers, your data is locked into a silo and
unlocking that data will require additional partners (redundancy) and time

32. Step 1: Tag Management
• Identify a tag management solution for providing a
“container” for all your site tracking and data tags.
• Improves efficiency of your site
• Decreases time to turn around new tag implementation
• Recommend aligning with an all-in-one tag + data management
solution to ensure proper transfer of data assets to partners

33. Step 2: Data Management + Activation
• Identify a partner who has a high volume of server-to-
server connections within the advertising and marketing
eco-system to enable ease of activation
• Review data ingest process
• Ensure proper classification and taxonomy
• Review stats on data delivery + transaction volume to ensure
knowledge and experience in managing scale for customers

34. Step 3: The Networked Data Effect
• Determine if your preferred data solution works with both
marketers and publishers to ensure value in the
“networked data effect”
• Are they able to set up private exchanges between you and your
marketing partners to ensure maximum data utilization?
• Do they have experience in managing these kinds of relationships?

35. Step 4: Cross-Channel Infrastructure
• Ensure that your partner has the capability to deliver your
data across multiple channels, including
display, social, video, mobile, CRM and website
personalization tools
• To maximize your investment in data, you must be able to leverage your
data sets across all partners with minimal effort
• Your custom segments should be able to be directly ported and shared
through direct connect with all partners in the execution layer
• Ensure your offline data can be ingested and activated in the same
manner

36. Step 5: Execution Layer Partnerships
• Focus your efforts on execution partners that are
experienced with the utilization of data
• You want to inform all your marketing decision making with data
• The more you know about your customer, the more you can succeed

37. IF I GET PAST DATA, WHAT DO I DO
NEXT TO SET UP MY STACK?

38. The Execution Layer Has Many
Elements. Focus On A Small Partner List.
• You can easily become overwhelmed with all the potential
partners on the execution layer – focus is important.
• Go narrow and go deep
• Optimize and learn who your audience really is
• Understand the implications of optimizations
• Maintain control over your data in these relationships
• Only layer in what you need when you need it
• Not everyone needs all the elements at the beginning
• i.e. Ad Verification can wait if you have a small budget

39. Remember The Use Cases Most Commonly
Executed With The Marketing Stack
• Prospect Targeting (New Customers)
• Suppression Targeting (Remove Current Customers)
• Retargeting (Current Customers)
• Lookalike Targeting (Prospects)
• Site Personalization (Visitors)
• CRM (Message Delivery)
• Dynamic Creative Optimization (All)

40. DON’T OVERCOMPLICATE THIS. THINGS WILL
MAKE MORE SENSE AS YOU BECOME MORE
ADVANCED AS A MARKETER. IN THE INTERIM,
JUST TAKE “BABY STEPS” TO THE
DEVELOPMENT OF YOUR MARKETING STACK.

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