5 reasons why unified marketing is not a myth
TRANSCRIPT
1 © 2015 Tealium, Inc. All rights reserved.
5 Reasons Why Unified Marketing
is No Longer a Myth
2 © 2015 Tealium, Inc. All rights reserved.
Unified marketing brings together marketing applications and customer data to create a
comprehensive customer profile that can be shared across all
digital touch points to drive action.
3 © 2015 Tealium, Inc. All rights reserved.
Chronic Issues Preventing Unified Marketing
• Customer expectations have evolved rapidly
• Analytics has failed to drive action
• Major IT / BI investments were made, yet failures persist
• Marketers are forced out of their comfort zone
• The marketing technology landscape is chaotic
• The 360° customer view has been a promise for 15+ years
• Analysis has become a proxy for action
• Responsibility for technology decisions are shifting
4 © 2015 Tealium, Inc. All rights reserved.
Visitors now expect a consistent, real-time personalized experience on any device.
5 © 2015 Tealium, Inc. All rights reserved.
Customer Expectation Have Evolved Rapidly
The Elusive Single Customer View
6
June 2002
© 2015 Tealium, Inc. All rights reserved.
Major Investments Were Made
Source: Gartner
Worldwide BI Revenue 2009-2014
7.4
2009
8.2 9 9.7 10.4 11.2
2010 2011 2012 2013 2014
© 2015 Tealium, Inc. All rights reserved. 7
Source: Demand Metric 2013
Analytics Has Failed to Drive Action 61%
of marketers don’t use marketing analytics to influence their organization’s behavior or actions.
© 2015 Tealium, Inc. All rights reserved. 8
Unnatural Situations Arose
of marketers don’t own a statistics book.
95% Source: CEB-2012 © 2015 Tealium, Inc. All rights reserved. 9
Digital Marketing Chaos Reigns
Marketing technologies have gone from 100 to 1876 solutions in four years.
Source: Scott Brinker – Chief Martech © 2015 Tealium, Inc. All rights reserved. 10
Analysis Paralysis Replaced Action
of marketers say they are unable to handle the marketing data available to them without feeling overwhelmed.
66% Source: Domo 2013
© 2015 Tealium, Inc. All rights reserved. 11
Responsibility for Results has Shifted By 2017 the CMO
will spend more on IT than the CIO.
Source: Laura McLellan - Gartner © 2015 Tealium, Inc. All rights reserved. 12
5 Reasons Why Unified Marketing
is No Longer a Myth
© 2015 Tealium, Inc. All rights reserved. 13
1 The Rise of Martech
of organizations now have the equivalent of a chief marketing technologist compared with 70% last year.
Source: Gartner 2014
81% © 2015 Tealium, Inc. All rights reserved. 14
2 Visitor Profile Warehouse in the Cloud
© 2015 Tealium, Inc. All rights reserved. 15
3 Flexible Cross-Device Visitor Stitching
© 2015 Tealium, Inc. All rights reserved. 16
4 Real Time, Really
0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours
60%
16% 8% 5%
Effectiveness of personalized messaging is greatly improved with timeliness of data and action
RE-E
NG
AGEM
ENT
%
© 2015 Tealium, Inc. All rights reserved. 17
5 Tag Management as the Unification Layer
Experience Layer
Data Layer
Application Layer
© 2015 Tealium, Inc. All rights reserved. 18
