There are more than 7,000 marketing technologies out there. How can you select what you need - and manage integrations - to make sense of all of it all?

1. Designing a Data Strategy
A Look Inside Sargento’s Stackie Award-Winning
Martech Stack
April 24, 2019

2. The real cheese people
Meet Sargento. They make
premium cheese products.
Warning: this presentation will
make you hungry!

3. Now meet their Stackie award-winning tech stack.
Warning: That will make you hungry, too.

5. “Martech meets adtech” for an omni-channel customer experience

6. The MarTech Stackie contest inspired us to
develop our own stack illustration, and it
serves as a reference point as we talk about
our ongoing data strategy evolution.”
“
Cami Schenck
Senior Marketing Manager - Media and Digital

7. Let’s walk through the four stages…

8. The PLAN phase carries their digital media and audience strategy, and it’s
predominantly driven by their Insights and Digital Marketing Team

9. The CREATE phase is largely driven by the
Creative Team who is developing the content
This is where Widen fits in, “cookin’ up great
content”

10. The ACTIVATE phase is largely the Marketing
and E-Commerce Teams executing the plan

11. The MEASURE phase is largely driven by Marketing, with Insights,
E-Commerce, Sales and Creative all working towards continuous
performance improvements

12. The catalyst was bringing their data management platform and CRM solution in-house
In the discovery phase of their overall data strategy they mapped the connections
between the technologies, and how they are best used across the consumer journey
Laying it out thoughtfully helped all internal stakeholders and external partners
understand how the tools work together, so they can be more efficient and effective

13. We knew there was an opportunity to become
more data driven and improve audience
segmentation to create media and content
efficiencies, cost efficiencies, and use the
power of data to breakdown our ‘cheese silos’
in order to activate Sargento as a whole.”
Cami Schenck, Senior Marketing Manager - Media and Digital, Sargento Foods Inc.
“

14. Built new data management platform to fully leverage existing
data, improve data intakes and use across the organization.
Build mutually-beneficial data deals with retailers to leverage
shopper data within marketing activities.
Not 1:1, but 1:microsegment – with lots of different consumer
segments to be as relevant as possible.
Sargento’s personalization strategy

15. Whether you’re looking for product information,
recipe ideas, or ways to improve your snacking
or your meal occasions, we want to make sure
we’re sharing the product that will be most
relevant to our consumers.”
Cami Schenck, Senior Marketing Manager - Media and Digital, Sargento Foods Inc.
“

16. Designing a data strategy
The key to syncing your stack:
the discovery process
1. Map strategic objectives against use cases
2. Identify current performing audiences
3. Audit and identify data sources
4. Document your activation platforms
5. Create a data center of excellence within the org. structure
6. Create a use case prioritization map

17. A scalable foundation for a
unified data and audience
strategy that supports a holistic
consumer journey.
Sargento’s data strategy mission

18. Widen’s role
Single source of truth for
packaging, images, display ads,
video, and TV spots

19. DAM + PIM
Content syndication connection in
e-commerce space, giving retailers
and agency partners the right
imagery in any format
+

20. Challenges before DAM + PIM
What life was like before these two
solutions came to be
+
Scattered assets
Distribution difficulties
Duplicate efforts
Poor image display

21. We have thousands of images that we need to
be able to syndicate, manage, and leverage.
Not uploading content in two different systems
is hugely beneficial for us. It’s how we protect
the integrity of our brand.”
Cami Schenck, Senior Marketing Manager - Media and Digital, Sargento Foods Inc.
“

22. Other anchor platforms:
- SAP enterprise-wide
- Nielsen and Oracle marketing partnerships
- Integral Ad Science and White opps to stay family-friendly and brand-safe
- White Ops to combat fraudulent players
- Sprout Social to manage social conversations

23. New additions:
- Adobe Audience Manager (AAM) for dynamic creative optimization
- Flashtalking uses AAM data to personalize advertising in real time
- TheTradeDesk for over-the-top (OOT) media services, online video display, and
programmatic audio
- Coming soon: predictive analytics, visualization, and deeper personalization

24. I can’t say enough about the value of that
discovery process.”
Cami Schenck, Senior Marketing Manager - Media and Digital, Sargento Foods Inc.
“

25. It wasn’t until we meticulously went through
each one of those sets that it really helped bring
the full picture to light, so we could really start
figuring out how we get the right processes in
place, what use cases we want to leverage,
and how to stage this out.”
Cami Schenck, Senior Marketing Manager - Media and Digital, Sargento Foods Inc.
“

26. Final words of wisdom
Sargento’s tips on how to
approach your martech stack
1. Don’t be intimidated
2. Dive in and tackle each step by step
3. Don’t go it alone - collaborate with peers in legal, media,
e-commerce marketing strategy, digital development
4. Involve partners - Sargento involved Adobe team members
and IT business partners
5. Together, you can sell the vision to your organization!

27. How Widen can help

28. Most do not have a roadmap for
integrations and onboarding new products
(or don’t know if they do).
40% see value in getting help from Widen
to complete their integration projects.
Start with a strategy
Insights from Widen’s martech
survey respondents

29. Martech strategy design
For new and existing Widen customers
Change management
For new and existing Widen customers
Process improvement
For existing Widen customers
Widen consulting
Get the right strategic foundations
in place for optimal efficiency

30. Managed integrations
Custom integrations
Martech categories
Project management
Customer relationship management (CRM)
Marketing automation
Content marketing
Social media management
Product information management (PIM)
E-commerce
Sales enablement
Widen partners
New full service integration
deployment partner
Contact Widen for help with your
integration projects
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31. Questions?
Contact:
marketing@widen.com
www.widen.com