Marketing, technology and disruption

Everyone is talking about

disruption & innovationhowever, its

nothing new

Disruption breaks challenging the way

we think, behave and do business

We have a whole new term:

“uberising“

were seen as

equally disruptive

There was a time when

railway tracks

Not all change needs to be radical

Innovation is a gentler changing

Processes, Products and Ideas

Change occurs graduallygathering momentum as it continues

Evolution builds

A continuum…

Evolution

Not all organisations or industries are ready for disruption

sits at the most passive end

Disruptionsits at the most extreme end

…most often brought about by forces outside of their control

Innovationsits somewherein the middle

…but most are certainly on some path of change

Shifts in consumer behavior

is the greatest source of disruption

Spray and pray marketing used to be good enough

$$$$$$$$John Wanamaker

“Half my advertising money is wasted,

I just don’t know which half.”

$$ $ $

Todays marketing is about finding

the key moments of truth

and delivering exactly what the customer is looking for

Surprise and delight

.. But how?

Everyone is different

18

Datacan delivergreatdirection

…so, data driven marketing is often the spearhead driving change

There is no shortage on new cool shiny marketing technologies to leverage

But what exactly needs to change to succeed?

Critical success factors

Focus on the end users first,rather than the systems

Align segmentation and contentstrategies

Understanding the relationship between segments, content and media

RESEARCHMARKETINGANALYTICS

OWNEDMEDIA

PAIDMEDIA

EARNED MEDIA

OWNEDMEDIA

PAIDMEDIA

CONTENT

Build a solid analytics foundation

that has room to grow

The goal: data driven marketingDMP ESP CRM SOCIAL AD SERVING ANALYTICS

REACHEXTENSION FEEDBACK

PERSONALISE& OPTIMISE

PERSONALISE& OPTIMISE

DIGITAL TOUCHPOINTS

CONTENT & CREATIVE

Achieving this however requires changing:

PRINCIPLESPROCESSESPEOPLE

Achieving this however requires changing:

PROCESSES PRINCIPLESPEOPLE

PEOPLE

SKILLSETS ARE AN ISSUE

A cross section of skills

MarketingDigital

Data

Technology

Sometimes it feels like searching for unicorns

People who understand the potential pitfalls

The ability to truly

collaborate beyond theory

SOLUTION FOCUS

Infra

Ops

Dev

DBA

QA BA

SILO THINKING

PM

Ux

Infra

Ops

Dev

BA

QA

CROSS FUNCTIONAL COLABORATION IS CRITICAL

VS

A cast of thousands

AGENCIES(30)

Tier 1 Creative

Tier 2Creative

MediaAgencies

BrandConsulting

RESEARCH(10)

Segmentation

Brand Tracking

GeoData

ExternalData

VENDORS(10)

DMP

DSPCMS

MSA

CONSULTANTS(5)

BusinessAnalysts

Specialist PM’s

PitchConsultant

DEVELOPMENT(5)

InformationArchitecture

WebDesign

IntegrationPartner

MobileDesign

ANALYTICS(5)

DashboardDevelopment

OptimisationConsulting

Cross Media

Analysis

TagManagement

INTERNALTEAM (27)

CIO(1)

InfoManagement

(6)

PMO(4)

BA’s (3)

DigitalTeam(3)

Brand(2)

Customer (2)

Analytics(2)

Advertising(1)

CMO(1)

Too many stakeholders

can be tricky

Too much collaboration

results in a lack of attention

Clearly defining roles and responsibilities

Project managers

Understanding boundaries and responsibilities

Sponsors Implementers Stakeholders

Organisational fatigue

THE PIONEERLooks for future trends and formulates new ways of doing things

THE FIGHTERAttempts to block change using cumbersome processes, red tape. Typically risk aversion

THE OSTRICHHoping that the changes will not effect them

Responses to

DIGITALDISRUPTION

Acceptancethat we are all on the journey

together

PRINCIPLESPROCESSES

PROCESSES

PEOPLE

Degrees of definition

Defining who does whatB

ack

en

d

IT – Technical BA

TechSpec

• Technical Dependancies

• Systems Requirements

BusinessSystems Analyst

Solutions Architect

Technical BA

Integration Requirementsand System Dependancies

Technical BA

Review

Technical PM/Development

• Backend development

Bu

sin

ess

Business BA

BusinessRequirements

• Objectives

• User cases

• Outcomes

Business content,Partnerships and

User case scenario

Business BA

Business BABusinessApproval

Use

r E

xp

eri

en

ce Digital Team

UserResearch

• Focus Groups

• Comp Research

• Analytics

• Content audit

? ?

?

UserRequirements

Spec

Digital BA

Information Architect Functional

Spec

Scoping

Digital Producer

• Template development

• Tracking

• Implementation

Site maps

Userflows

Wireframes

Functional Spec

Review

Digital BA

Information Architect

Digital Design

Everyone needs to learn

a new language

Technologists tend to start with technology

Technologists tend to start with technologyDigital designers focus on users

vary radicallyTime frames

AgileProcessesAre

THE PROCESSwaterfall vs agile vs wagile

DESIGN DEVELOPMENT

BIG-ASSDESIGN SPEC

Empathize

Define

Ideate

Prototype

Test

1-2weeks

Shippable ProductIncrement

ProductBacklog

SprintBacklog

SprintPlanning

Sprint

1day

Analysis, Design,Build, Test, Review

DailyMeeting(15 mins)

PRINCIPLESPROCESSES

PRINCIPLES

PEOPLE

Expanded use of data and targeting

amplifies privacy concerns

Secure

CheapUsable

There are always

tradeoffs. The way we did

things is not always the way we need to

do things going forward

Fail fast, fail cheap, NEVER GIVE UP

Governance structures

can limit agility

Take a good honest look at yourorganisational risk appetite

and be ready to change it

Cultural SupportStructured approachLeadership

What's worked well for us so far

Top down endorsement

Alignment with business strategic direction

CMO/CIO collaboration

Structured approach

Open, frequent communications

Sponsor is actively involved at every stage

A culture of "nice people“

A proper change management function within the business

An ear to the ground - at all levels of the business.

GUARANTEE

FAILURE

A Parting thought: Few things

FASTERthan the

“SAFE” OPTION