Consolidation of your marketing technology landscape

CONSOLIDATION OF YOUR

MARKETING TECHNOLOGY

LANDSCAPE

July 2015 crafted with ❤ by STEFAN

MARKETING TECHNOLOGY CONSULTING

TABLE OF CONTENT

06 11 16 19PREPARE COMPOSITION OPERATIONS CONCLUSION

2

ODDEVEN IN SHORT

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© 2015 oddEVEN AG

Inconsistent customer experience

3

IMPACT OF A FRAGMENTED MARKETING TECHNOLOGY

LANDSCAPE

Not reaching business goals

© 2015 oddEVEN AG

The key steps for a successful consolidation of your Marketing Technology Landscape

4

© 2015 oddEVEN AG

Prepare

Involve organization

Define requirements

Maturity (as-is / to-be)

Composition

Market overview

Landscape (as-is / to-be)

Selection

Operations

Establish governance

Stay up-to-date

5

KEY STEPS

PREPARE

6

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Create a common understanding with all stakeholders

Ensure collaboration between Marketing & IT

Define business goals and key performance indicators

7

INVOLVE

ORGANIZATION

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DEFINE

REQUIREMENTS

PERSONAS

aware

engage

usecontinue

leave

USER JOURNEY

BUSINESS CAPABILITIES

core

additional

TECHNICALCAPABILITIES

Start with personas and analyze

their user journeys. For each of

the steps in the journey the

required business capabilities are

defined and then the technical

capabilities to fulfill them.

This process can be done in an

iterative way, but should always

be done end-to-end for a given

persona.


DEFINE MATURITY: EXAMPLE ANALYTICS

De

cis

ion

Su

pp

ort

Descriptive

Diagnostic

Predictive

Prescriptive

Prescriptive automated

What has

happen

Why did it

happen

What will

happen

What should

we do

Automated

decisions and

actions

Maturity

as-is

to-be


MATURITY MODEL ANALYTICS

De

cis

ion

Su

pp

ort

Descriptive

Diagnostic

Predictive

Prescriptive

Prescriptive automated

Why did it

happen

Extensive

structured

data set

What will

happen

Structured

and

unstructured

data

External data

sources

What should

we do

Decision

support

Metadata

about the

used data

Feedback

loops

Automated

decisions and

actions

Complex

decision

models

Real time data

Automated

feedback loops

Machine

learning

Maturity

What has

happen

Limited data

set

COMPOSITION

11

© 2015 oddEVEN AG

What categories are thereInfrastructure, Backbone (CRM, Marketing Automation, CMS, eCommerce), Middleware (Data Management Platforms, Tag Management, Cloud Integration), Experience (Video, SocMed, Content, Ads), Operations (Analytics, Data, DAM)

Where do you find the toolsLumascape, Chiefmartec Supergrafic (Excel from Heinz Marketing)

Where to find decision supportG2Crowed, TrustRadius, Analysts

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MARKET OVERVIEW

TOOLS


AS-IS-LANDSCAPE –MARKETING AUTOMATION EXAMPLE

WEBINAR

S

[CRM]Marketing

Alignment

[Predictive

Analytics]

Call Center

List Providers

Lead Scoring/

Normalization

[Website

Tracking]

[Content

Management]

[Social Tools]

[Webinar

Platform]

LEGEND

Offline Prospect

Data Sources

Marketing Tasks /

Processes

Marketing Tech

Systems

Roadblock /

Chokepoint

Manual Data Flow

Automated Data

Flow


TO-BE-LANDSCAPE –MARKETING AUTOMATION EXAMPLE

WEBINAR

S

[CRM][Marketing

Automation]

[Predictive

Analytics]

Lead Scoring/

Normalization

[Website

Tracking]

[Content

Management]

[Social Tools]

[Webinar

Platform]

LEGEND

Offline Prospect

Data Sources

Marketing Tasks /

Processes

Marketing Tech

Systems

Roadblock /

Chokepoint

Manual Data Flow

Automated Data

Flow

Call Center

List Providers

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Build vs. Buy

Best-of-breed vs. Suite

Suitable complement for the existing tools

Culture, strategy and roadmap of the vendors

Available skills internal and from partners

15

CRITERIA

SELECTION-

PROCESS

OPERATIONS

16


DIGITAL MARKETING GOVERNANCE

…is the framework for the development and enhancement of the strategy, management und operations of all digitale activities.

Policies & Guidelines

Organizational environment

Process framework

Tools

© 2015 oddEVEN AG

Build and enhance internal knowledge and skills

Ensure ownership of your data

Build for change

Buy tools according to your maturity level

Think big – act small

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STAY

UP-TO-DATE

CONCLUSION

19

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Technology is only the means to let people experience your story

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oddEVEN in short

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© 2015 oddEVEN AG

Some call it optimization of synergies between marketing and technology to achieve qualitative innovation. At oddEVEN we call it Marketing Technology.

We create the connection between marketing strategy and IT systems. Therewith we help our customers to create cutting-edge digital solutions.

Whether we support marketing to define requirements and maturity, to select the right tools to achieve their goals or help IT to understand and implement the vision of marketing – we create bridges between to worlds.

We take your vision, add our know-how and deliver successful results that redefine the way digital business is done.

We make marketing more agile and technology more creative.

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WHAT WE DO


WHO WE ARE

We are oddEVEN, a team of six consultant from the areas of digital marketing, front end and software development. We all bring many years of experience in consulting and working in large enterprises.

oddEVEN stands for bringing together marketing and IT, for digitalization and the combination of different skills and views.

© 2015 oddEVEN AG

Stefan MalärManaging PartnerRedefining Marketing Technology

[email protected]

+41 79 511 6222

@stefanmalaer

oddEVEN AG

http://oddeven.ch

@oddevench

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YOUR CONTACT

http://oddeven.ch/

© 2015 oddEVEN AG

Tool Selection

http://chiefmartec.com/

http://www.lumapartners.com/resource-center/lumascapes-2/

http://www.heinzmarketing.com/marketing-technology-landscape-directory/

https://www.g2crowd.com/

https://www.trustradius.com/

Governance

http://rosenfeldmedia.com/books/managing-chaos/

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LINKS





https://www.trustradius.com/

http://rosenfeldmedia.com/books/managing-chaos/