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Katie Wheeler - MadTech: The Convergence of MarTech and AdTech
- 1. Mapp.com / © Mapp / 1 MadTech: The Convergence of MarTech and AdTech June 27, 2017
- 2. Mapp.com / © Mapp / 2 •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• WELCOME! Katie Wheeler Mapp Digital, Product Marketing @KBWheeler katie.wheeler@mapp.com @Mapp_Digital
- 3. Mapp.com / © Mapp / 3 •••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••• The Challenge Database Targeting Analytics & Loyalty Social Media Marketing Personalization Programmatic Customer Journeys Mobile & App Marketing Web Marketing Email Marketing Data Management Campaign Management
- 4. Mapp.com / © Mapp / 4 The issue marketers face today is technology integration Personalization Segmentation Content Channels
- 5. Mapp.com / © Mapp / 5 •••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••• So how can we solve this integration problem?!
- 6. Mapp.com / © Mapp / 6 •••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••• Convergence is a process
- 7. Mapp.com / © Mapp / 7 Convergence isn’t easy…
- 8. Mapp.com / © Mapp / 8 Convergence isn’t easy…but AdTech and MarTech are better together
- 9. Mapp.com / © Mapp / 9 •••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••• Benefits of technology integration June 2017 Forrester Consulting Report: Kick-Start Your AdTech/MarTech Convergence (eMarketer)
- 10. Mapp.com / © Mapp / 10 •••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••• = higher conversion rate, less cost Why?
- 11. Mapp.com / © Mapp / 11 ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Improved customer satisfaction
- 12. Mapp.com / © Mapp / 12 Data Management Platforms (DMPs) are playing a critical role through identity, audience building, and data unification
- 13. Mapp.com / © Mapp / 13 Understanding the DMP WEB ADD’L ? DATA SOURCES CRM
- 14. Mapp.com / © Mapp / 14 Understanding the DMP DMP Multi- Channel INTEGRATED TECHNOLOGIES WEB ADD’L ? DATA SOURCES CRM
- 15. Mapp.com / © Mapp / 15 Understanding the DMP DMP Multi- Channel INTEGRATED TECHNOLOGIES Gathers data from all available sources & matches them Multi-channel marketing execution platform WEB ADD’L ? DATA SOURCES CRM
- 16. Mapp.com / © Mapp / 16 Channel Time Context Relevance Create target moments
- 17. Mapp.com / © Mapp / 17 ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• USE CASE #1 Personalize cross-channel content with DMP audience data
- 18. Mapp.com / © Mapp / 18 Enhanced Customer profile Female Age 30-35 Interested in culture Known CRM DATA • Female • Age 30-35 • Subscriber Unknown DMP • Interested in culture USE CASE #1 Personalize cross-channel content with DMP audience data Example: Personalized Email
- 19. Mapp.com / © Mapp / 19 Enhanced Customer profile Female Age 30-35 Interested in R&B music Known CRM DATA • Female • Age 30-35 • Subscriber Unknown DMP • Interested in culture USE CASE #1 Personalize cross-channel content with DMP audience data Example: Personalized SMS
- 20. Mapp.com / © Mapp / 20 Enhanced Customer profile Female Age 30-35 Interested in upcoming concert, bought tickets Known CRM DATA • Female • Age 30-35 • Subscriber Unknown DMP • Interested in culture USE CASE #1 Personalize cross-channel content with DMP audience data Example: Personalized Push Notification
- 21. Mapp.com / © Mapp / 21 PROBLEM Siloed touchpoints SOLUTION Collect and unify all data in one place to get a single view of the customer based on behavioral data VALUE 1. Better reach 2. Increased engagement 3. Easy upsell and cross-sell | ©2016 mapp | mapp.com USE CASE #1
- 22. Mapp.com / © Mapp / 22 ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• USE CASE #2 Increase effectiveness of user acquisition
- 23. Mapp.com / © Mapp / 23 USE CASE #2 Ineffective acquisition spending JOIN NOW! Campaign Message Customer Base Targeting prospects AND existing customers
- 24. Mapp.com / © Mapp / 24 USE CASE #2 Orchestrated acquisition spending JOIN NOW! Campaign Message Targeting prospects while excluding existing customers KnownUnknown
- 25. Mapp.com / © Mapp / 25 PROBLEM New customer acquisition is expensive! Difficult to identify existing customers SOLUTION Data collection across channels VALUE • Reduce customer acquisition costs • Show relevant messages to existing customers | ©2016 mapp | mapp.com USE CASE #2
- 26. Mapp.com / © Mapp / 26 ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• USE CASE #3 Upsell and cross-sell products
- 27. Mapp.com / © Mapp / 27 The retargeting actions will automatically stop for Jill, so that media spending is optimized DC Jill returns to the website and converts. The DMP automatically updates the retargeting audience A A known customer, Jill, enters the website and shows interest in loans Jill is retargeted with an upsell campaign across several channels B USE CASE #3 Upsell and cross-sell products
- 28. Mapp.com / © Mapp / 28 PROBLEM Identifying the right audience to make smart recommendations SOLUTION DMP automatically updates audiences with behavioral data VALUE • Increased sales revenue • Greater awareness of sales opportunities | ©2016 mapp | mapp.com USE CASE #3
- 29. Mapp.com / © Mapp / 29 ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• USE CASE #4 Finding people who look like your most valuable customers
- 30. Mapp.com / © Mapp / 30 USE CASE #4 Finding people who look like your most valuable customers Select a specific user type Apply lookalike modeling …to select the same type of user = valuable lookalike audience to target
- 31. Mapp.com / © Mapp / 31 PROBLEM How can you expand your reach instead of just retargeting existing customers? SOLUTION Lookalike modeling to help to automatically find new customers based on the characteristics of your most valuable customers VALUE • Reduce acquisition costs • Expand your reach • Not limited to just website data, lookalike users can also be found through clicks or ad impressions | ©2016 mapp | mapp.com USE CASE #4
- 32. Mapp.com / © Mapp / 32 •••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••• 1. Start simple 2. Add code to your website 3. Stay in control of your data 4. Smile – you’ve got this! How can I actually do this?
- 33. Mapp.com / © Mapp / 33 Q&A
- 34. Mapp.com / © Mapp / 34 Thanks Everyone! mapp.com ©2017. All rights reserved. Confidential. Proprietary Katie Wheeler Mapp Digital, Product Marketing @KBWheeler katie.wheeler@mapp.com
Hinweis der Redaktion
- Digital marketing is getting more complex & consumers are more demanding. As marketers, we need to manage higher complexity in channels and innovation in technology Need to ensure that we deliver a seamless experience for high demanding customers To be successful in the future, digital marketing needs to move away from being a silod discipline An integrated view and treatment of consumers and their data is needed
- Image: Personalization/Segmentation/Content/Channels The concept of marketing remains the same as it did a decade ago… Marketers have always been faced with figuring out personalization and segmentation for their marketing campaigns Creating compelling content Determining which channel to leverage NEW challenge many marketers face is how to I integrate all of my data, all of my existing technologies, all of these moving parts that I’ve been tracking and really use the DATA to get closer to conversion? The challenge of technology integration is the biggest issue that marketers face today.
- Forrester report from January 2017 by Joe Stanhope: A More Perfect Union: Adtech and Martech Convergence Will Revolutionize Marketing Convergence Is A Process Adtech and martech convergence isn’t a single-step process. It is the first stage of a larger advertising and marketing integration and will occur over several years in phases as technologies, marketing practices, and market dynamics play out.
- While a unified marketing and advertising technology stack is an attractive approach to convergence, it’s not that simple. Advertising and marketing technology have become siloed over time, having adapted into parallel worlds with distinct channels and customer journeys, resulting in many vendors and technology platforms used across an organization. Complex technology usage and siloes make convergence challenging, and this alone can account for why convergence hasn’t happened sooner. Methodology: Data is from the June 2017 Forrester Consulting report titled "Kick-Start You Adtech/Martech Convergence" commissioned by LiveIntent. 108 US B2C advertising/marketing decision-makers from a variety of industries were surveyed during March 2017. Respondents identified their role as director (50%), VP (36%) and C-level executive (14%). Respondents identified the number of employees at their company as between 1,000-4,999 (55%), 5,000-19,999 (30%) and 20,000+ (15%)
- Methodology: Data is from the June 2017 Forrester Consulting report titled "Kick-Start You Adtech/Martech Convergence" commissioned by LiveIntent. 108 US B2C advertising/marketing decision-makers from a variety of industries were surveyed during March 2017. Respondents identified their role as director (50%), VP (36%) and C-level executive (14%). Respondents identified the number of employees at their company as between 1,000-4,999 (55%), 5,000-19,999 (30%) and 20,000+ (15%).
- Higher conversion rate, less cost. Is it really possible?? Acquire customers via online advertising campaigns, while also converting customers via outbound channels. Convert your marketing campaigns at the highest rate possible Two key points to make this all possible: Bring your data to one place to make it actionable AT SPEED 2) Combine efforts across MarTech and AdTech, creating a MadTech model of unified marketing across your brand, without having to do heavy lifting between solutions
- According to a recent Forrester report from January 2017 by Joe Stanhope: A More Perfect Union: Adtech and Martech Convergence Will Revolutionize Marketing, Identifying customers, building an audience, and unifying data.
- First, let's quickly recall what exactly a DMP is. A data management platform (DMP) essentially collects and analyzes data about your customer. This data can include behavioral, geographic and profile both online/ offline. Even third party data so it truly provides a 360 degree view of your customer. -Descrip from a customer: “a centralized platform where all the aspects of our data are brought to one place and you can see the user in that one centralized place, rather than in silos”. A real DMP is not just about gathering data, but rather creating audiences DMP: A central data platform to Collect data (Silod into different systems. Anything can be collected thru the DMP. Programmatic space with DSP+DMP. DSP = A demand-side platform is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.) So, collecting data – pretty straightforward. Unify additional data sources Segment data into audiences And finally activate the audiences across your marketing channels (ability to activate data – goal is to personalize your messaging across all channels) So how is the DMP getting the data? Data is being collected and matched in real-time CRM (Customer Relation Management) All of your customer data Multi-channel marketing execution platform + marketing orchestration components like Segmentation and Personalization; Automation; Content Creation & Mgmt.; Analytics
- First, let's quickly recall what exactly a DMP is. A data management platform (DMP) essentially collects and analyzes data about your customer. This data can include behavioral, geographic and profile both online/ offline. Even third party data so it truly provides a 360 degree view of your customer. -Descrip from a customer: “a centralized platform where all the aspects of our data are brought to one place and you can see the user in that one centralized place, rather than in silos”. A real DMP is not just about gathering data, but rather creating audiences DMP: A central data platform to Collect data (Silod into different systems. Anything can be collected thru the DMP. Programmatic space with DSP+DMP. DSP = A demand-side platform is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.) So, collecting data – pretty straightforward. Unify additional data sources Segment data into audiences And finally activate the audiences across your marketing channels (ability to activate data – goal is to personalize your messaging across all channels) So how is the DMP getting the data? Data is being collected and matched in real-time CRM (Customer Relation Management) All of your customer data Multi-channel marketing execution platform + marketing orchestration components like Segmentation and Personalization; Automation; Content Creation & Mgmt.; Analytics
- First, let's quickly recall what exactly a DMP is. A data management platform (DMP) essentially collects and analyzes data about your customer. This data can include behavioral, geographic and profile both online/ offline. Even third party data so it truly provides a 360 degree view of your customer. -Descrip from a customer: “a centralized platform where all the aspects of our data are brought to one place and you can see the user in that one centralized place, rather than in silos”. A real DMP is not just about gathering data, but rather creating audiences DMP: A central data platform to Collect data (Silod into different systems. Anything can be collected thru the DMP. Programmatic space with DSP+DMP. DSP = A demand-side platform is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.) So, collecting data – pretty straightforward. Unify additional data sources Segment data into audiences And finally activate the audiences across your marketing channels (ability to activate data – goal is to personalize your messaging across all channels) So how is the DMP getting the data? Data is being collected and matched in real-time CRM (Customer Relation Management) All of your customer data Multi-channel marketing execution platform + marketing orchestration components like Segmentation and Personalization; Automation; Content Creation & Mgmt.; Analytics
- Create target moments to fulfill the customer expectation of an individualized experience with your brand! This is Jill. We want to engage with her. This means offering her the right content that’s relevant to her behavior, at the right time, through the channel she prefers. It’s all about her behavior (ex: shoe shopping online) Her behavior drives this experience. And we can collect all of it – behavioral data from the DMP, purchase data from POS or website, etc.
- Syncronize brand efforts across all digital touchpoints Jill is an email subscriber. We know a little about her. Cookie data shows us she’s interested in culture. Continue to enhance her customer profile. Now we can get more personal, based on her behavior.
- Signs up for SMS messaging through a recent email campaign, and we find she is interested in R&B music. Send an SMS message with a call to action (win concert tickets, etc.)
- She becomes engaged with our brand because we’re sending her relevant content. She downloads the mobile app and opts in to receive mobile push notifications. We can collect cookie data from the mobile app and push notifications, so we can understand her behavior and continue to engage, and in turn, continue to enhance her profile.
- PROBLEM It is hard to reach existing customers, and unknown persons across channels, because all the touchpoints are siloed. SOLUTION The DMP will enable to collect and unify all data in one place to get a single view of the customer and show the relevant message in the relevant channel. You can show relevant message on the webpages to unknown and known persons, based on behavioral data.
- Ineffective acquisition spending Campaign to target customer base Send to existing customers too Have unknown DMP data, and known CRM data. Now we can exclude our existing customers in the campaign, and use the $$ we save to target new leads.
- Use $$ to acquire new leads, not market to existing customers and waste budget.
- With DMP easy segmentation of data from DMP, your marketing platform can increase customer engagement with personalized, relevant content delivered to the customer via the best channels, at the right time.
- Jill visits website, shows interest in loans. She returns to website and converts. The DMP automatically updates targeted audiences.
- A marketer selects a specific type of user from an audience (a key customer who gives the most value) Then applies lookalike audience modeling (DMP creates this lookalike audience) To select the same type of user from a larger audience Resulting in a valuable lookalike audience to target
- 4 STEPS TO GET STARTED 1) Start simple: take small steps to get data-driven marketing and data-driven advertising to come together 2) Add code to your website: ability to track data through the DMP so data is fueled in the platform to use for marketing platform (>1 minute to do this) 3) Stay in control: where do you want to store your data? Within a DMP, or in an advertising platform where you cannot control the data? It is hard to get it out of that system. Data from your website, from your app, from your advertising and marketing --- this is YOUR data, you can control it! That is what the DMP is for ALSO: According to Joe Stanhope in the Forrester Report A More Perfect Union: Adtech and Martech Convergence Will Revolutionize Marketing, AdTech and MarTech convergence isn’t a single-step process. It’s the first stage of a larger advertising and marketing integration and will occur over several years in phases as technologies, marketing practices, and market dynamics play out. Joe also makes a point to tell marketers not to follow the money, but rather follow the data.