Joseph KurianCEO, 249Labs Inc.

joseph@249labs.com@JKurian77

Building a Marketing Technology Organization

Introductions

• Joseph Kurian

• CEO, 249Labs Inc., a Marketing Technology Consulting and Mobile start-up

• I was the Head of Marketing Technology & Innovation at Aetna. Created and operationalized the department

• Aetna is a $62B health insurance company, now the 3rd largest health insurance company in the US

• Presented at conferences, webinars, whitepapers, online articles, magazines

Digital Marketing Challenges for the future

• Digital Marketing has undergone a dramatic shift in the last 10 years with an explosion in technology platforms

• Technology drives many digital marketing initiatives and this trend only looks to increase in the future

• The ability to measure, optimize and quickly implement changes determines success in digital marketing

• There are hundreds of new marketing technology platforms in the marketplace today. It can be a cluttered and confusing mess for marketers to evaluate and understand

Digital Marketing Challenges for the future

• To solve the complex issues of the digital age, we need a new skillset & perspective in Marketing

• MarTech merges the two worlds of Marketing and Technology. The tight merger of these two areas will allow the business areas to achieve their goals

• Understanding technology is key, but understanding how those technologies improve the customer experience is critical

• Picture the role of MTO as the CTO to the CMO

3 MarTech Pillars

• Marketing’s dependency on technology has never been higher. We need to control the budget if we wish to control our destiny

• Marketers need to focus on marketing, customer acquisition, relationship marketing and retention. Our people will manage vendors, technology stack and internal enterprise adoption

• IT should not own this. Their strengths are security, scalability, and infrastructure. They can struggle with speed, time to market and understanding business value

The digitization of company revenues and services will cause 90% of

technology spending to be outside of the IT org by the end of the decade -

Gartner

» "As a rule of thumb I like to think infrastructure technologies, storage systems, authentication systems - these would all be centrally owned. However, channel and customer facing technologies would be owned by the MTO.“ – Forrester Analyst Suresh Vittal

» “For marketing to build a technology strategy, implement and develop those technologies, and better integrate and act on the customer data it captures, marketing resources must be organized within a central framework that can act at the speed that marketing requires. We call this framework the marketing technology office (MTO), defined as: A center of excellence that leads technology strategy, develops marketing technologies, and evangelizes innovative uses throughout the marketing department.“– Forrester Research

MT&I is responsible for:

• Marketing Technology strategy inside M&C

• Driving MT Innovation and R&D, bring realistic strategies, products & business cases for consideration within Aetna

• Aetna Mobile and creating the most engaging and relevant CX for our customers

• Strengthening and empowering Aetna Digital Media strategy and execution to maximize results for the company

MT&I is responsible for:

• SEO and SEM strategy & execution across the enterprise to ensure we are creating easy, cost-effective ways for customers to find what they need as well

• Driving a customer-centric view throughout the company leveraging technology where appropriate

• Pushing for enterprise standards in marketing platforms and tools

• Managing partner relationships around MT

• Managing relationships with traditional IT to ensure standards and processes are complied with

Role of a Marketing Technology Officer

This infographic illustrates data that shows how the MTO and its leadership is evolving to be more strategic in nature, while helping marketing manage its technology spend more efficiently

Summary

• Digital marketing now involves more technology platforms than ever before

• Focus the right skillset and people between marketing and technology

• These products get more complex everyday but if leveraged right, can prove to be a game changer

Summary

• Understanding the consumer as they interact with your company has never been more important. Leverage technology to gather data, create insights and deliver results that exceed their needs.

• Few are doing this right in our vertical. The time is now for us to build a best practice around this capability.

Contact Information Joseph Kurian

CEO, 249Labs Inc.

e:joseph@249labs.comp:813.530.5740

website: http://www.249labs.comfacebook: www.facebook.com/249labsinctwitter: @jkurian77linkedIn: www.linkedin.com/in/ranjeetjosephkurian