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The Digital Media Summit
May 7th, 2015
Data-Driven Marketing Technologies and Their Role in Modern Marketing
Travis Wright | Chief Marketing Technologist | CCP Global | @teedubya | @TheCMTO
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 CMO.com, Tech.co, MarketingLand, Salesforce & Adobe
• Tech Tools for Entrepreneurs Columnist - Inc. Magazine.
• @teedubya on Twitter
#DMS2015
Who is this Travis Wright dude NOT?
@teedubya#DMS2015
@teedubya#DMS2015
Who is this Travis Wright dude NOT?
@teedubya#DMS2015
@teedubya
Silos and Silos of Data
@teedubya#DMS2015
• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Recognize & know your customer
• Personalize customer journey
• Show next best offer
• Create a better user experiences
Data-Driven Marketing Making Smarter & More Impactful Decisions
@teedubya#DMS2015
Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
Analytics and Competition
“There are only two sources of competitive advantage:
1. The ability to learn more about our customers faster than the competition 2. The ability to turn that learning into action faster than the competition.”
@teedubya#SMSsummit
Gartner 2017 CMO Quote
“By 2017 the CMO will Spend More on IT than the CIO.”
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#SMSsummit
Source: Experian 2014 Digital Marketer Report
90% of people use multiple screens sequentially.
@teedubya#DMS2015
• Beyond Integrated Marketing
• Cross-device, Omni-channel
• Real-time 1:1 Personalization
• Ownership of all Data
• Beyond Optimization
• Awesomeization
@teedubya#DMS2015
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya
@teedubya#DMS2015
@teedubya#DMS2015
@teedubyaSearchSocialSummit
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
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#DMS2015
• 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
KNOW YOUR CUSTOMERS
@teedubya#DMS2015
• 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#DMS2015
@teedubya
Up Close and Persona http://UpCloseAndPersona.com
@teedubya
Facebook Graph Search opens up many different opportunities, BRO.
@teedubya
Facebook Graph Search opens up many different opportunities, BRO.
World Series Social Campaign
Social Amplification
Benefits – Social Amplification
• Sessions up 234% YoY
• Pageviews up 212% YoY
• Sessions up 1,012% YoY
• Pageviews up 1,180% YoY
Benefits – Traffic
Website Customer Traffic
from campaigns
increased by over 100%
YoY during 2014 Holidays
Online revenueup 20% in 2014 compared to 2013
+20% in 2014
2014 2013
Rev
enu
e
Year
Revenue by Year
National Reach
• Ecommerce expanded reach across the nation
• No longer just a Kansas City BBQ legend
Social Recruiting
@teedubya
Facebook Graph Search allows for Social HR Recruiting
@teedubya#DMS2015
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#DMS2015
The Tech Giants Are Acquiring Marketing Clouds To Compete
@teedubya#SMSsummit
To Build, or not to Build: That is the question.
• What is the desired outcome that you’d like a technology to solve for you?
• Which category of tools offer solutions?• Who are the competitors in the space?• How can it be best implemented?• Who’s the best person or team to manage it?• What’s the best way to figure out how
effective the tool this new marketing technology is?
How to Find the Best of Breed
The Marketing Cloud is Getting Foggy
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
#DMS2015
@teedubya#DMS2015
The Marketing Cloud Space is Kinda Stormy
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya#SMSsummit
Tag Management System @teedubya
To Build: That is the Answer!
#DMS2015
Governance playbook is outdated and can't possible prepare teams for every possible scenario
”No time to discuss this as a committee, kid!"
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
Source: Tealium
#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
• 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#DMS2015
Data Chaos Digital Marketing Agility
Retargeting
Analytics
Before
OptimizationAd Serving
Media
Disjointed data collection
OptimizationAd Serving
AnalyticsRetargeting
Data Layer
Media
Centralised data collection
After
@teedubya#DMS2015
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
Unify Your Data at the Sourceor
…You could always get all your vendors on a conference call
#DMS2015
KeywordCampaign IDPromo Code
URL Parameters
Browser TypeOperating SystemScreen ResolutionDevice Type
User Agent/Browser
Page NameSite SectionPage/Content Type
Page DOM/HTML
SKUProduct EditionBoxshotCategory
Product/SKU
Order priceOrder quantityDiscount CodeTotal Cart Amount
Cart
Customer IDPurchase historyCampaign history
CRM/Offline
Data Layer
CookiesNew/ReturnVisit NumberTime on SitePathing
Offsite/3rd Party
DemopgrahicsAd historySocial GraphIn-Market details
Data Layer: Collect & Unify ALL your Digital Data
Syndicate Rich User Data to Every Tool at a 1:1 Level
Data Layer
#DMS2015
#SIC2013 @teedubya
Advanced Techniques Required To Optimize For Omni-ChannelPersonalization & Attribution
U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts.
Source: DataMonitor
@teedubya#SMSsummit
#SIC2013
#SIC2013
AGILE
#SIC2013
NOT AGILE
@teedubya
Maxymiser @maxymiser http://maxymiser.com
@teedubya#DMS2015
LiveRamp @liveramp http://liveramp.com
@teedubya#DMS2015
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>
Pri
vacy
Pu
lse
On
e
Data Collection & Activation
Ap
ps
Mar
ket
Man
age
Mo
bile
Info
rm
Att
rib
uti
on
Tag Management & Testing
Ensighten @ensighten http://ensighten.com
Ghostery @ghostery http://ghostery.com
@teedubya#SMSsummit
Ghostery @ghostery http://ghostery.com
@teedubya#DMS2015
Ghostery @ghostery http://ghostery.com
@teedubya#SMSsummit
ObservePoint @observepoint http://observepoint.com
@teedubya#DMS2015
NerdyData @nerdydata http://nerdydata.com
@teedubya#DMS2015
@teedubya#SMSsummit
Zapier @zapier http://zapier.com
@teedubya
Advocate Technology Platforms
@teedubya#DMS2015
@teedubya
TrackMaven @trackmaven http://trackmaven.com
@teedubya
RivalIQ @rivaliq http://rivaliq.com
http://socedo.com
Get Little Bird @getlittlebird http://www.getlittlebird.com
@teedubya
PLATFORM: Combine Any Solution in an Open Cloud
@teedubya
• Don't restrict marketing agility by being vendor-locked-in a closed-cloud• There’s a good reason Google & Adobe
offer “free” tag manager solutions.• 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-in-breed digital
marketing solutions in the industry
#DMS2015
DATA: Unify Marketing with Data Ownership
@teedubya
• 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
#DMS2015
CUSTOMER: Know Your Customer’s Journey
@teedubya
• 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 inomni-channel 1:1 conversations with your customers
• Business Relationship Optimization.
#DMS2015
MARKETING: Take Real-Time Action
@teedubya
• 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 relevant offers and content
#DMS2015
@teedubya#DMS2015
@teedubya#DMS2015
@teedubya
17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe 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/4yqEOjThe 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-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersThe Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-editionPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
ccpglobal.com/DMS2015
@teedubya http://ccpglobal.com/DMS2015 [email protected]
