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Co-founder & CTO Software and services for interactive content.
Author & Editor Blog on the entwining of marketing & technology.
Program Chair Marketing tech conference.
Thinking Like an Engineer
In Marketing Automation In Pseudo Code for(MktoLeadleadinleads[]){
if(!lead.email.contains(@newrelic.com)&
lead.mktoOwnerID=“005400000025zP6”&
lead.source=“WebsiteLiveChat”){
if(lead.routingReason.isempty()){
lead.routingReason=“WebsiteChat”
}
lead.ChangeOwner(“Queue:SDRQueue”)
}
}
Source: Isaac Wyatt, New Relic, presentation at MarTech 2015
1 2 3 4 5 6 7 8
time
• respond to new events and information
• deploy viable work into the market sooner
• adjust your approach based on feedback
• stop wasting time on ineffective programs
• experiment with innovative, new ideas
each sprint is an opportunity to:
“The medium is the message.” – Marshall McLuhan
the art of
communications
what it says
how and where it
appears
Mechanisms
what it says
how and where it
appears
how it behaves
what it does
the art of
customer experience
Passive Content
Interactive Content
Audience
Delivers
Innovation
Consumes Participates
Information Services
Media Mechanisms
Examples Blogs E-books Reports Webinars
Assessments Calculators Configurators Quizzes
possible ideas
perfo
rman
ce local
maximum
non-adjacent maximum
from a local maximum,
adjacent steps are unable to improve
finding a better
maximum requires a jump to a
new region
1. Big ideas
2. Big tent
3. Big deal
Exploring big data helps us generate new hypotheses to test.
Meaningful learning more valuable than optimization.
Many in the organization are empowered to run tests.
Executives vocally support a culture of experimentation.
action
What ultimately matters is using data and testing
to develop remarkable customer
experiences.
Scalability Innovation Experimentation Standardization
Explore Exploit “Fail Fast” “Fail Not” Question
Assumptions Leverage
Assumptions Speed Dependability
Core
Edge
Bimodal marketing
Many innovations are explored
on the edge.
Only a few are scaled
into the core.
70%
30% Majority of investment allocated to the core, but wider
exploration on the edge.
Core
Edge
Transition Bimodal
marketing Transition from the edge to the core is
carefully controlled — like a
“stage gate” innovation process.
It’s okay for non-scalable programs to remain in the
edge.
Company
Brand
Campaign
Channel Tactic
Iteration Feedback
years
months
weeks
days fast
slow
pace of change
real-time
corporate culture, values, image
positioning, value proposition
concept, audience, messaging
media mix, context framing
communications, experiences
A/B testing, personalization
social media, metrics M
arke
ting
Pac
e La
yers
fast
slow
pace of change
• marketing strategy
• marketing operations
• marketing technology stack
• website design
• marketing data
pace layers apply to:
Design governance and architecture to facilitate layers changing at their own pace.
“The differences are not minor – they are rather like the differences
between Salieri and Mozart.” – Fred Brooks
“A brilliant road map.” – Ram Krishnan
SVP & CMO, PepsiCo
“A compelling model.” – John L. Kennedy
CMO, Xerox
“A terrific manifesto.” – David C. Edelman
McKinsey & Company
“A must-read operating manual for CMOs.”
– Ajay Agarwal Bain Capital
Available now at
Chief Marketing Technologist http://chiefmartec.com
ion interactive, inc. http://ioninteractive.com
[email protected] Twitter: @chiefmartec
Email me at:
MarTech Conference http://martechconf.com