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MAYUR GUPTA | @INSPIREMARTECH
LET’s FIND THE HUMAN WITHIN MARTECH
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
HELLO.
1998
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CHANGE
HAS HAPPENED
EVERYTHING IS DIGITAL
Let's Find the Human in Martech
NO LONGER THINKS ABOUT TECHNOLOGY
CONFIDENT IT WORKS FOR HER
11
BEHIND THE DISRUPTION
Let's Find the Human in Martech
Let's Find the Human in Martech
Let's Find the Human in Martech
Let's Find the Human in Martech
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
T E C H N O L O G Y O B S E S S I O NTHE
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
C H A N N E L O B S E S S I O NTHE
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
HAMMER LOOKING FOR A NAIL
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
NEXT DROP
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
HUMAN
TECHNOLOGY
CONSUMER DESIRE – The best product
at the best price at a time, location, touch
point of her choice meeting her emotional
and functional needs
BRAND DESIRE – Ability to sell more
products to more people more often at a
better price driving category growth and
legendary brand building
PROSPECT
USER
ADVOCATE
HOSTAGE
INFLUENCER
SHOPPER
LOYALIST
EMBRACE
DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
C O N S U M E R O B S E S S I O NTHE
25
26
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CHANGE CONSUMER BEHAVIORS
CONNECT THE DOTS
BREAK THE SILOS
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
UNLOCK DATA
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
EXPERIENCE & VALUE
ALWAYS ON SHOPPER
31
NEED FOR SPEED VS DESIRE FOR PERFECTION
BIG TESTING & BIG LEARNING
ROI
33
MEDIA
STORYTELLING INFLUENCE
CONTENT
DATA
COMMERCE
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
STOP IT.
MAYUR GUPTA | @INSPIREMARTECH
IT WAS ALWAYS ABOUT HER.
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
DONE
Let's Find the Human in Martech

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Let's Find the Human in Martech

  • 1. MAYUR GUPTA | @INSPIREMARTECH LET’s FIND THE HUMAN WITHIN MARTECH GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK HELLO.
  • 2. 1998 F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  • 3. F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  • 4. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  • 5. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  • 6. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  • 10. NO LONGER THINKS ABOUT TECHNOLOGY CONFIDENT IT WORKS FOR HER
  • 16. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H T E C H N O L O G Y O B S E S S I O NTHE
  • 17. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H C H A N N E L O B S E S S I O NTHE
  • 18. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H HAMMER LOOKING FOR A NAIL
  • 19. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
  • 20. F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  • 21. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H
  • 22. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H NEXT DROP
  • 23. F I N D I N G T H E H U M A N W I T H I N M A R T E C H HUMAN TECHNOLOGY CONSUMER DESIRE – The best product at the best price at a time, location, touch point of her choice meeting her emotional and functional needs BRAND DESIRE – Ability to sell more products to more people more often at a better price driving category growth and legendary brand building PROSPECT USER ADVOCATE HOSTAGE INFLUENCER SHOPPER LOYALIST
  • 24. EMBRACE DATA & MARKETING TECHNOLOGY F I N D I N G T H E H U M A N W I T H I N M A R T E C H C O N S U M E R O B S E S S I O NTHE
  • 25. 25
  • 26. 26
  • 27. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C CHANGE CONSUMER BEHAVIORS
  • 29. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C UNLOCK DATA
  • 30. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C EXPERIENCE & VALUE ALWAYS ON SHOPPER
  • 31. 31 NEED FOR SPEED VS DESIRE FOR PERFECTION BIG TESTING & BIG LEARNING
  • 32. ROI
  • 33. 33
  • 35. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C STOP IT.
  • 36. MAYUR GUPTA | @INSPIREMARTECH IT WAS ALWAYS ABOUT HER. GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK DONE