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The Marketing Technology Conference March 21, 2016
Building Your Ultimate MarTech StackTravis Wright | Chief Marketing Technologist | CCP Global | @teedubya | @TheCMTO
#MARTECH
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Who is this Travis Wright dude?
@teedubya
• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP Global • Tech Journalist for CMO.com, MarketingLand, Business.com & others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Hosting Venture Beat’s “VB Engage” podcast launching in April.• 2-Time MarTech Conference Speaker
#DMS2015ccpglobal.com/martechconf @teedubya
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@teedubya#DMS2015ccpglobal.com/martechconf @teedubya
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Who is this Travis Wright dude NOT?
@teedubyaccpglobal.com/martechconfccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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@teedubya
BuzzSumo @buzzsumo http://buzzsumo.com
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this is a social event
#MarTech
ccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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@teedubya
$11,222,000,000ccpglobal.com/martech @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Ghostery @ghostery http://ghostery.com
@teedubyaccpglobal.com/rockitccpglobal.com/martech @teedubya
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Ghostery @ghostery http://ghostery.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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Ghostery @ghostery http://ghostery.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
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Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
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ccpglobal.com/martechconf @teedubya
Build Your Marketing Technology Stack
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@teedubya#MARTECHccpglobal.com/martech @teedubya
Build Your Marketing Technology Stack
Startup – SMB – Enterprise – NonProfit – ECommerceAre You a…?
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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Easy to Use Marketing Stack Configurator
• Customize layers and look
• Annotate each element– Function– Spend– Performance– IntegrationCabinetM @cabinetM http://cabinetm.com
ccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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ccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
Account Based MarketingAd NetworkAdvertiser Campaign ManagementAttributionAudience ResponseBrand AdvocacyBusiness IntelligenceCall TrackingCampaign ManagementContent MarketingConversion Rate OptimizationCross-Channel AdvertisingData Management Platform (DMP)Demand GenerationDemand Side Platform (DSP)Digital AnalyticsDigital Analytics - Web CMS SuitesDigital SignageDisplay AdvertisingEmail MarketingEmail Marketing: Best of BreedEmail Marketing: SuitesEvent ManagementEvent Management Platforms
Event PlanningEvent Registration & TicketingGameification & LoyaltyKioskLead CaptureLead GenerationLead IntelligenceLead MiningLead ScoringMarketing AutomationMarketing Resource ManagementMedia and Influencer TargetingMedia MonitoringMobile AdvertisingMobile AnalyticsMobile App AnalyticsMobile App OptimizationMobile Crash ReportingMobile Event AppsMobile MarketingNative AdvertisingOnline Community ManagementOnline Review ManagementOrganic Search Marketing
Other Digital AdvertisingOther Event ManagementOther Lead GenerationOther Public RelationsPR AnalyticsPredictive AnalyticsPress Release DistributionPrint FulfillmentPublic Relations (PR)Publisher Ad ManagementSearch AdvertisingSearch MarketingSearch Marketing - Web CMS SuitesSocial AdvertisingSocial AnalyticsSocial Media ManagementSocial Media MgmtSocial Media MonitoringSocial Media SuitesSupply Side Platform (SSP)Video AdvertisingVisitor Identification
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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ccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
Building an Open “Bus” Architecture MarTech Stack
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@teedubya
Open Bus MarTech Architecture
ccpglobal.com/martech @teedubyaTag Management System
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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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
ccpglobal.com/martechconf @teedubya
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Tag Management Options
If you’re a Startup or SMBccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya
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ccpglobal.com/martech @teedubya
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Data Layer
Audience Profiles
Audience Actions
Audience Analytics
Tealium @tealium http://tealium.com
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubyaSignal @signal http://signal.co
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ccpglobal.com/martechconf @teedubya
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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>
Priv
acy
Pul
se
One
Data Collection & Activation
App
s M
arke
t
Man
age
Mob
ile
Info
rm
Att
ributi
on
Tag Management & Testing
Ensighten @ensighten http://ensighten.com
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• 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?
ccpglobal.com/martech @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubyaAdobe DTM @AdobeMKTGCloud http://adobe.com
Tag management
Contextual Experience Management
Permission-Based Workflows
Rules-Driven Tag Execution
Data Distribution Management
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ccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martech @teedubya
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Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
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Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya
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ccpglobal.com/martechconf @teedubya
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• 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#MARTECHccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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Google Accelerated Mobile Pages https://www.ampproject.org
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Monetate @monetate http://monetate.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Ensighten Mobile Tag Management https://www.ensighten.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
CRM
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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Conversion Optimization
ccpglobal.com/martechconf @teedubya
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@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Look at your assets as Layers, Dimensions & Decisions
ccpglobal.com/martech @teedubya
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ccpglobal.com/martech @teedubya
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Adobe @AdobeMktgCloud http://adobe.com/target
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Adobe @AdobeMktgCloud http://adobe.com/target
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Optimizely @optimizely http://optimizely.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Optimizely @optimizely http://optimizely.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Maxymiser @maxymiser http://maxymiser.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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Monetate @monetate http://monetate.com
@teedubya#MARTECHccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
DMP: a Data Management Platform is a cross between ad servers and customer relationship management platforms
RTB: Real-Time Bidding is an automated, scaled process for buying and selling display ad impressions, where marketers bid on impression based on their interest in a web visitor.
DSP: Demand Side Platform facilitates real-time bidding on multiple RTB exchanges, which are brokers for ad inventory for 1000s of publishers.
SSP: Supply Side Platform is the underlying technology that makes RTB exchanges possible. Inventory from publishers receive the highest “market value” for their ad inventory.
Data + Ad Networks
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ccpglobal.com/martechconf @teedubya
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@teedubya
MAK
E SE
NSE
?
ccpglobal.com/dmnews @teedubya
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ccpglobal.com/martechconf @teedubya
Adobe Audience Manager
DataLogix
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
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ccpglobal.com/martechconf @teedubya
Harness data explosion for better ad predictionsYesterday’s data
5 – 8 data points Every possible data point about a clickvs
Premature relationship of page views to purchase
probability
15
10
5
-20 -10 10 20 30 40 50 60
In depth seasonality and other insights
15
10
5
-20 -10 10 20 30 40 50 60
PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,
UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar
Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search
Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google
ADVERTISER SEASONALITYSCALING FACTORS USER
Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions
Today’s data
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ccpglobal.com/martechconf @teedubyaQuantic Mind @quanticmind http://quanticmind.com
Week 3 4 5 6
31%
63%70%
105%
Not QuanticMind QuanticMindGross
Margin% Lift
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ccpglobal.com/martech @teedubya
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ccpglobal.com/martech @teedubya
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ObservePoint @observepoint http://observepoint.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
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NerdyData @nerdydata http://nerdydata.com
@teedubya#MARTECHccpglobal.com/martech @teedubya
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BuiltWith @builtwith http://builtwith.comccpglobal.com/rockit @teedubyaccpglobal.com/martech @teedubya
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@teedubya’s Mind Blowing Tools ccpglobal.com/martech
ccpglobal.com/martech @teedubya
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Connect on LinkedIn: http://linkedin.com/in/teedubya
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