Maximize Your MarTech Stack

Maximize your

Marketing Technology StackRon Corbisier, Chief Executive Officer, Relationship One

Relationship One - Twin Cities User Group

Ron Corbisier

ABOUT Me, Ron.


20+ years in Agency &Corporate

US MARINE Corp Nasdaq

United healthcare 3M Ford

Marketing & Data Geek


All star Interviews

• Lenovo • Penton • Chicago Bears • Optum • Insperity • Eaton • Medtronic

Inspiring Success

Inspiring stories for marketers, by marketers who are leveraging Oracle Marketing Cloud solutions.

• National Instruments • Laser Spine Institute • Mountain America

Credit Union • Fluke • MongoDB • Getty Images

+ more


AGENDA07

Build Accelerate Knowledge Governance Wrap Up

of company revenue Formarketing expense budget

12%

Gartner: 2016-2017 CMO Spending Survey

How Much Does MarTechSpending Stack Up?

Technology - 27%

Paid Media - 22%

Labor - 28%

CMOGartner: 2016-2017 CMO Spending Survey

CMO is On Pace to Outspend CIO On Technology

3.24%Of Revenue Of Revenue

3.4%

Gartner: 2016-2017 CMO Spending Survey

CMO CIO

Do You Have a Martech Stack or Just a Stack of Marketing Tech?

Build A

Marketing Technology

Platform

2015

2014

2012

2011

2016

2015

2014

2012

2011

2016

2015

2014

2012

2011

2016

2015

2014

2012

2011

2016

2015

2014

2012

2011

20162,483% Increase

0

1000

2000

3000

4000

2011 2012 2013 2014 2015 2016

Most companies use

20+

Econsultancy: The ROI of Tab Management

Marketing Tech Rules of Engagement

Start with Core Integrated Technologies

Focus On Platform Openness

Demand Easy Data access

Ensure Complementary Data Structures

Scale for tomorrow, not Today

Social Listening & Engagement

Data Integration, Enrichment & Analytics

Campaign Orchestration & Management

Content Personalization & Optimization

What is IN a Marktech Stack?

DataDa

DecisioningDe

ContentCo

OrchestrationOr

ListeningLi

Plan

ning

& M

anag

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DataDa

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ListeningLi

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ning

& M

anag

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t

DataLogix ODC3rd party OMCEDW

DMPBI/VIZSQL

Content

AdTech

Commerce

Eloqua Responsys CommerceSRMWSCMAX

WP PFL TWilio INFLUITIVE Nudge

Cloudwords

GA WT

Drupal

CRM

WP

Sitecore

OMC SRM AdTech

Al

lo

ca

dia

Wo

rk

fr

on

t

Accelerate with

Extendability

EXTENDABILITY

Data Integration & Enrichment

EventsContent &

Personalization

Predictive & ABM

Lead & Channel Management

Performance Analytics

Workflow & Management

EXTENDABILITY

Database

ERP

CRM

Data warehouse - BiDigital Asset Management

Turn data Mounds into A

Knowledge Mountain

90% of the world's data has been created in the last 2 years

By 2020, 35 zettabytes worth of data will created....that's 21 zeros!

Everyday, 1 billion pieces of content are shared on Facebook

THE AGE OF DATAHow Much Data is being Generated?

. 0 0 0000000000000000000

Uber Passengers Take 694 Rides

Sources: Smart Insights (2016), NetFlix, Apple, Domo.

Netflix subscribers stream 77,160 Hours of Video

Apple Users Download 51,000 apps

3,874 Different MarTec & AdTec

Solutions Generates a TON of Data

Do You Have The Access You Need?

Getting Access to Your Data

Audit for Data Accessibility

Raw Conquers Processed

Structure and Uniqueness Plays Well with Other

Email

Add Retargeting

Commerce

Service Chat

The Data Fragmentation Problem

The Universal Profile

Welcome to Knowledge Mountain

Define Your Data Strategy

Centralize Your Data

Don’t Forget to Cleanse to Normalize

Link Your Data Streams

Connect Back to Campaign Orchestration

CRM

Eloqua Activity

Social

3Rd Party

Ron Corbisier Company: Relationship One Title: CEO Email: [email protected]

FirstName LastName Company Email EmailHash Twitter Twitter Hash CRM ID Eloqua ID

Ronald Corbisier Relationship One [email protected]

f71f34ef4f01af15874f72fe4f

3d118e

corbisier ff0b480c394a93bb0e97e827d30f9b7

b

0036000000vwBsG CCADR000000002331

Email EmailHash Eloqua ID Eloqua Visitor ID Visitor ID

[email protected] f71f34ef4f01af15874f72fe4f3d118e CCADR000000002331 E1A2CFD1-5256-4DC5-8B9C

-1340C019614D 40138

Twitter Twitter Hash

corbisier ff0b480c394a93bb0e97e827d30f9b7b

BlueKai Profile ID Eloqua Visitor ID Eloqua Email Hash CRM ID

12345678910 E1A2CFD1-5256-4DC5-8B9C-1340C019614D

f71f34ef4f01af15874f72fe4f3d118e 0036000000vwBsG

CRM

Eloqua Activity

Social

3Rd Party

Ron Corbisier Company: Relationship One Title: CEO Email: [email protected]

FirstName LastName Company Email EmailHash Twitter Twitter Hash CRM ID Eloqua ID

Ronald Corbisier Relationship One [email protected]

f71f34ef4f01af15874f72fe4f

3d118e

corbisier ff0b480c394a93bb0e97e827d30f9b7

b

0036000000vwBsG CCADR000000002331

Email EmailHash Eloqua ID Eloqua Visitor ID Visitor ID

[email protected] f71f34ef4f01af15874f72fe4f3d118e CCADR000000002331 E1A2CFD1-5256-4DC5-8B9C

-1340C019614D 40138

Twitter Twitter Hash

corbisier ff0b480c394a93bb0e97e827d30f9b7b

BlueKai Profile ID Eloqua Visitor ID Eloqua Email Hash CRM ID

12345678910 E1A2CFD1-5256-4DC5-8B9C-1340C019614D

f71f34ef4f01af15874f72fe4f3d118e 0036000000vwBsG

Connect Back to Campaign Orchestration

1st Party Data 2nd Party Data 3rd Party Data


Now

+1 Yr

+2 Yr

+3 Yr

Beware of the Squirrel Effect

protect your investment with

governance

Ineffective Somewhat Ineffective Neutral Somewhat Effective Very Effective

13

45

29

11

2

Effectiveness of Company MarTec Management

13% Of Companies

Effectively Manage their Marketing /Ad

Technology

Source: Gigaom Research , 2014,

1% - 5% 6% - 10% 11% - 25% 26% - 50% More Than 50%

5

19

36

31

9

Expected ROI Improvement From Better MarTec Management

60+% Of Companies Can

Generate 10% or More in ROI Just by Better

Management

Source: Gigaom Research , 2014,

Dip your toe in the process pool but beware of the deep end

Create a Marketing Cloud COE

Rightsize Your Governance Efforts

Don’t Fall Victim to Governance Gone Wild

Create a Marketing Cloud Center of Excellence

Legal/Compliance

Sales

Marketing

Web OpsBI/Analytics

IT

eCommerce

COE Lead


Define and document Martec / Adtech System Processes & Controls (security settings, naming conventions, asset organization standards, Extension policies, etc.)

Establish Integration Change Management Processes

Establish Journey Boards and TouchPoint Limits

For Smaller Organizations


For Larger Organizations

Establish Automated Workflow & Approval Processes

Define User On-boarding / Off-boarding Processes

Create Martec / AdTeC User Training & Certification Program

Establish Support and Escalation processes and SLAs

Governance Gone Wild

Campaign Strategy & Campaign Execution Under Separate Teams

Treating All Change Requests the Same

Lots of Rules but Little Oversight or Support

Lots of Interested Stakeholder But No Lead

Your Homework assignment

Audit your “Stack” Technologies/Tools

Review The Data Accessibility

Build A Data Dictionary

Identify Owners And Influencers

Build Your Governance Attack Plan

thank You,Questions Anyone?