How Aetna Built a Marketing Technology Focused Office

Joseph KurianHead, Marketing Technology & Innovation

Aetna

» Digital Marketing has undergone a dramatic shift in the last 10 years with an explosion in technology platforms

» Technology drives many digital marketing initiatives and this trend only looks to increase in the future

» The ability to measure, optimize and quickly implement changes determines success in digital marketing

» There are hundreds of new marketing technology platforms entering the marketplace. It can be a cluttered and confusing mess for marketers to evaluate and understand

* Scott Brinker, Chiefmartec.com & ion Interactive





“ Fear motivates like no other “

- Me

» To solve these complex issues, requires a new skillset and perspective in Marketing

» Marketing Technology integrates the two worlds of Technology and Marketing to empower todays Digital Marketers to achieve their business goals

» It is key to understand the technologies in the marketplace but also to understand how they can solve business problems for customers

» The easiest way to picture the role of the office is as the CIO to the CMO

» Marketing is heavily reliant on technology. Much of it has an online component that is in-house or SaaS at a vendor. We should control budget and destiny of our future

» Let marketers worry about marketing and not worry about the tech stack, vendors, internal adoption, or enterprise rollout

» IT is not the place for this. They are strong with infrastructure, scalability, security but weaker on speed, business value and alignment to business goals

» This infographic illustrates data that shows how the MTO and its leadership is evolving to be more strategic in nature, while helping marketing manage its technology spend more efficiently

Source: Venturebeat.com

» MTO is responsible for:˃ Marketing Technology Strategy˃ R&D new Marketing Technologies˃ Drive innovation, while empowering Sales and Brand across the

larger organization˃ Drive a customer-centric view leveraging technology˃ Drive enterprise standards in marketing technology tools and

platforms˃ Drive towards a full 360 view of the customer across the lifecycle˃ Manage partner relationships around MarTech˃ Manage relationship with traditional IT to ensure standards and

processes are complied with

» My MarTech teams:

˃ Marketing Technology Innovation+ Looking 12-18 months into the future at where we need to be

˃ Marketing Technology Platforms+ Manage the MarTech platforms for the enterprise

˃ Wearables & Health Innovation+ Understand how customers engage with new technology and our role

in this new ecosystem

» Marketing Technology integrates with all part of the larger enterprise

» The days of this technology standing alone are over. Many of these systems need to feed or tie into other systems to allow for insights that can drive business decisions

» The consumers of this technology vary across the enterprise depending on their roles in the organization

» Keys to Success for business case:

˃ Executive Sponsorship

˃ Control of budget

˃ Enterprise rollout of the technology

˃ Sell, sell and sell again

» Thank you for your time

˃ Joseph Kurian

˃ Head, Marketing Technology & Innovation

˃ Aetna

˃ [email protected]

˃ @Jkurian77

mailto:[email protected]