To Build Or Buy A Marketing Cloud By Travis Wright

The Marketing Technology Conference
August 19, 2014
To Build or Buy a Marketing Cloud
Travis Wright | Chief Growth Officer | MediaThinkLabs | @teedubya | @TheCMTO
#MARTECH

Who is this Travis Wright dude?
@teedubya
• Radio Disc Jockey at Age 13.
• Stand-up comedian since 1995.
• Web developer since 1996.
• Helped Roll out Superpages.com in 1997.
• SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.
• Military Intelligence and Russian Linguist in the US Army.
• Former Global Social Media Strategist – Norton / Symantec
• Chief Marketing Technologist – CCP Digital
• Tech Journalist for Technorati, Tech.co, MarketingLand, Salesforce & Adobe
• Host of Technorati’s Social Brands & Influencer Podcast
• @teedubya & @TheCMTO on Twitter
#MARTECH

Who is this Travis Wright dude NOT?
@teedubya#MARTECH

http://leesmallwood.com/
@teedubya#smx

Business Relationship Optimization
@teedubya#MARTECH

Silos and Silos of Data
@teedubya#MARTECH

• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing
Making Smarter & More Impactful Decisions
@teedubya#MARTECH

Enhance Your Marketing Strategy
Deliver Better Results Throughout The Customer Journey

Obligatory Gartner 2017 CMO Quote
“By 2017 the CMO will Spend More on IT than the CIO.”
@teedubya#MARTECH

90% of people use multiple
screens sequentially.
@teedubya#MARTECH

• Beyond Integrated Marketing
• Cross-device, Omni-channel
• Real-time 1:1 Personalization
• Ownership of all Data
• Beyond Optimization
• Awesomeization
@teedubya#MARTECH

@teedubya#MARTECH
Source: Experian 2014Digital Marketer Report

“To stay competitive, enterprises must collect, own
and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder

The Tech Giants Are Acquiring Marketing Clouds To Compete
@teedubya#MARTECH

What are Marketing Clouds?
• Acquired, non-integrated solutions
• Walled-gardens leave many
marketing technologies excluded
or unsupported
• Assembling a best-of-breed solution
demands you build-your-own
‘marketing cloud’ #BYOC
@teedubya#MARTECH

To Build, or not to Build: That is the question.

The Marketing Cloud is Getting Foggy
@teedubya#MARTECH

The Marketing Cloud Space is Kinda Stormy
@teedubya#MARTECH

Tag Management SystemTag Management System @teedubya#MARTECH
To Build: That is the Answer!

Tag Management Brings Order to Marketing Chaos
A/B Testing Ad Networks
Affiliate Marketing
Email Marketing
Lead NurturingMarketing Automation
Voice of Customer
Analytics
Chat
Banner Ads
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Social Marketing
• A/B Testing
• Ad Networks
• Affiliate Marketing
• Email Marketing
• Lead Nurturing
• Marketing Automation
• Analytics
• Banner Ads
• Chat
• Personalization
• SEM
• Social Marketing
• Visitor Remarketing
• Visitor Retargeting
• Voice of Customer
@teedubya#MARTECH
Source: Tealium

Governance playbook is outdated and can't possible prepare teams for every
possible scenario
”No time to discuss this as a committee, kid!"

• Data is the Lifeblood for Digital
Marketing
• Synchronized Data Definitions
• Standardize and control data
distribution to partners &
vendors
• Better visitor attribution and
personalized insights
What is a Data Layer?
@teedubya#MARTECH

Data Chaos  Digital Marketing Agility
Retargeting
Analytics
Before
Optimization
Ad Serving
Media
Disjointed data
collection
Optimization
Ad Serving
AnalyticsRetargeting
Data LayerData Layer
Media
Centralised
data collection
After
@teedubya#MARTECH

Forrester Calls This Trend….The Age of the Customer
“Your company must become customer obsessed. You need to have
a deep knowledge of and engagement with your customers.”
@teedubya#MARTECH

• Title
• Time in the job
• Works directly with
• Daily tasks
• Responsibilities
• Likes/dislikes about job
• Frustrations
• Pressures
• Concerns
• Needs
• Role in buying process
• Buying stage
• Drivers
UNDERSTAND YOUR BUYERS PERSONAS
@teedubya#MARTECH

• Interview Current Customers
• A/B Testing
• Try Progressive Profiling
• Study Your Web Analytics
• Leverage Your Competition
• Use LinkedIn and other
Industry Networks
• Go to Events
RESEARCH YOUR BUYER PERSONAS
@teedubya#MARTECH

@teedubya
Up Close and Persona http://UpCloseAndPersona.comUp Close and Persona http://UpCloseAndPersona.com

@teedubya
Facebook Graph Search opens up many different opportunities, BRO.

Unify Your Data at the Source
or
…You could always get all your vendors on a conference call

Not all data has been yours or was unified
Missing data
• Ad impressions
• Social interactions
• Video consumption
Disjointed owned data
• Website analytics
• Mobile tracking
• Email data

Improve marketing agility with data ownership
• Collect rich online data
• Make data first party to you
• Switch vendors, keep the data

Advanced Techniques Required To Optimize For Omni-Channel
Personalization & Attribution

U.S. retailers lose nearly
$100 billion each year
from poorly executed
cross-channel marketing
efforts.
Source: DataMonitor
@teedubya#MARTECH

PLATFORM: Combine Any Solution in an Open Cloud
@teedubya#MARTECH
• Don't restrict marketing agility by being
vendor-locked in a closed cloud
• No single closed cloud can solve all your
marketing use cases
• Unlock all options to find the best fit for your
business
• Take advantage of the best "primo TAG-lio"
digital marketing solutions in the industry

DATA: Unify Marketing with Data Ownership
@teedubya#MARTECH
• Assemble your own data layer to unify
and enrich all your marketing solutions
• Ensure data quality, consistency, and
privacy across all vendor solutions
• Standardize and share visitor profiles
and actionable segments across your
cloud
• Break down marketing program silos &
unify teams with coordinated data

CUSTOMER: Focus on the Customer Journey
@teedubya#MARTECH
• Establish a 360 degree view of your customer
across all channels and devices
• Assess customer value to optimize marketing
spend and personalize offer depth
• Build relationships by engaging in omni-
channel 1:1 conversations with your
customers

MARKETING: Take Real-Time Action
@teedubya#MARTECH
• Batch processing of data inhibits
marketing agility and effectiveness
• Manage data in real-time to take
real-time, intelligent action
• Coordinate marketing decisions and
interactions across solutions
• Improve ROI with relevent offers
and content

Maxymiser @maxymiser http://maxymiser.comMaxymiser @maxymiser http://maxymiser.com
@teedubya#MARTECH

Monetate @monetate http://monetate.comMonetate @monetate http://monetate.com
@teedubya#MARTECH

DemandBase @demandbase http://demandbase.comDemandBase @demandbase http://demandbase.com
@teedubya#MARTECH
Demandbase solutions
add value and insight to
the technologies you
already use.

LiveRamp @liveramp http://liveramp.comLiveRamp @liveramp http://liveramp.com
@teedubya#MARTECH

Benefits
• “Siloed” solutions
enhance one another
• Collect, Own and Act on
your data everywhere
• Leverage Best-of-Breed
solutions without vendor
lock-in
• Omni-channel profiles
• Single line of code
• Data onboarding &
syndication
• 100% of technologies
supported
ENSIGHTEN DATA LAYER (EDL)
Standardize and control data across all 3rd party clouds, platforms and tools
AGILE MARKETING PLATFORM (AMP)
Hybrid Client-Server Technology
<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>
Privacy
Pulse
One
Data Collection
& ActivationApps
Market
Manage
Mobile
Inform
Attribution
Tag Management & Testing
Ensighten @ensighten http://ensighten.com

Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com
@teedubya#MARTECH

ObservePoint @observepoint http://observepoint.comObservePoint @observepoint http://observepoint.com
@teedubya#MARTECH

NerdyData @nerdydata http://nerdydata.comNerdyData @nerdydata http://nerdydata.com
@teedubya#MARTECH

@teedubya
importio @importio http://import.ioimportio @importio http://import.io

Advocate Technology Platforms
@teedubya#kciabcbcs

@teedubya
BuzzSumo @buzzsumo http://buzzsumo.comBuzzSumo @buzzsumo http://buzzsumo.com

@teedubya
TrackMaven @trackmaven http://trackmaven.comTrackMaven @trackmaven http://trackmaven.com

@teedubya
RivalIQ @rivaliq http://rivaliq.comRivalIQ @rivaliq http://rivaliq.com

http://socedo.comhttp://socedo.com

Get Little Bird @getlittlebird http://www.getlittlebird.comGet Little Bird @getlittlebird http://www.getlittlebird.com

@teedubya
Data.com @data http://data.comData.com @data http://data.com

@teedubya
Open Graph www.ogp.me
Percolate www.percolate.com
Social Bro www.socialbro.com
HARO www.helpareporter.com
Muck Rack www.muckrack.com
GroupHigh www.grouphigh.com
Buzzstream www.buzzstream.com
17 Content Templates bit.ly/17templates
Twitter Cards www.dev.twitter.com/cards
SimplyMeasured www.simplymeasured.com
The Advanced Guide to Content Marketing
bit.ly/advcontent

@teedubya
17 Killer Content Templates: bit.ly/17templates
Twitter Chat Master List: http://bit.ly/TwitterChatMaster
Feature your Brand on Tumblr: http://brands.tumblr.com
Complete Guide to Twitter Cards: dev.twitter.com/docs/cards
The Advanced Guide to Content Marketing: bit.ly/advcontent
AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource
Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools
The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/
Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj
The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/
The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies
The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro
The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner
Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw
Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas
Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers
The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubya’s Mind Blowing Tools
ccpglobal.com/martech
@teedubya’s Mind Blowing Tools
ccpglobal.com/martech

@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com

To Build Or Buy A Marketing Cloud By Travis Wright

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To Build Or Buy A Marketing Cloud By Travis Wright