integration celebration: the automation ecosystem
TRANSCRIPT
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Integration Celebration: The Automation EcosystemSuzanne CarawanChief Marketing OfficerHighRoad Solution
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http://fortune.com/2015/10/07/marketing-technology-budgets/
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Seismic Shifts in Association Management
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1) Consumers are
-Members-Registrants-Subscribers-Donors
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2) Marketing + Technology= MarTech
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3) ShoppingExperience
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ModernShoppingCart
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4)Goal:Understand the Journey
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• From first touch to purchase• Understand channels of influence• Understand influence variables• Identify correlation co-efficients that
precede purchase Understand margin, distribution & ROI spend
Understanding the Journey
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• Undertake development of modeling• Develop and run scenarios against
buying personas, target markets, etc• Provide hypothetical outcomes given
input variable to mitigate risk in product development, promotional spend and resource allocation
Goal: Predictive Analytics
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Why?Custom tailoredAdd value to the userDelight the user
WOMRepeatpurchase
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Does Our Organization Have an Ecosystem Designed for Understanding Consumer Behavior
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Let’s Check in with IT
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Typical Association Tech Stack
Aptify
CMS ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
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Usage
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
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Email Drives Users
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
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Closed Ecosystem
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
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“Free” Social
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
People Data
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Let’s Check in with Marketing
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Conclusion:Time to Evolve to Digial
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Digital Transformation
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• Deep understanding of buyer & target market (personas)
• Deep understanding of buyer’s journey
• Re-evaluation of product & service offerings
• Re-evaluation of processes & metrics
Digital Transformation
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• Re-evolve the association around the consumer
• Fit within the consumer’s lifestyle, tastes & preferences
Digital Transformation
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Let’s Re-Check in with IT
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• API-connected applications• Marketing automation platforms• Intelligent Contextual Email (ICE)• Website widgets to serve up content• Conversion tracking pixels• Google Tag Manager w/ GA• Data warehousing• Tableau or other BI visualization
tools (SPSS/SAS)
New IT Stack
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Let’s Re-Check in with Marketing
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• Inbound methodologies & know-how• Lead generation-based thinking• Data-driven reporting on journey• Mobile-first design & understanding• Growth budgets aligned with digital
shopping experience (8-15% minimum)
New Marketing
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Growth budgets aligned with digital
shopping experience (8-15% minimum)
Oh Yes, I Went There
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Digital Transformation NOT Maintenance
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• Don’t do it alone• Get a roadmap & crawl, walk, run• Understand it won’t happen
overnight, but it has to happen• Understand that skill gaps will exist
& change management is needed• Talk with like-minded organizations
Undertaking Digital Transformation
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Email. Automation. InboundContact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: [email protected]
www.highroadsolution.comwww.highroadu.com