More Related Content Similar to The DNA of Marketing (20) More from Lars Trieloff (20) The DNA of Marketing1. The DNA of Marketing | Lars Trieloff
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2. Our story
Confused men doing strange things
People make sense of complexity
A simpler way to explain things
New models providing a new world view
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3. Our Story starts in Sweden. In 18th Century Sweden.
Gripsholms Slott (Gripsholm Castle)
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4. Our models define our results
Gripsholm Castle Lion
In 1731 someone gave to King
Frederick I of Sweden skin and
bones of a lion, an exotic gift.
The king decided to stuff it. The
only problem was that the
taxidermist had never seen a real
lion. And here’s the result.
!
We can only build what we
understand. Without a model for
Marketing, we will end up with a
very strange looking stuffed lion.
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5. Making Sense of Chaos – building Taxonomies
Carolus Linnæus (Carl
von Linné)
As a biologist in Sweden, Carl
lived in an area of
unprecedented exploration. New
species of plants and animals
(Lions, anyone?) would be
discovered and Linné was the
first trying to make sense out of
it by establishing the science of
taxonomy.
With the knowledge available,
Linné’s taxonomy concentrated
on the structural similarities
instead of their fundamental
building blocks.
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7. “All models are false. But some are useful anyway”
James Watson & Francis
Crick
In 1953, James Watson and
Francis Crick published a paper
describing the discovery of the
molecular structure of DNA,
explaining how the building
blocks of life are made up of four
bases that are encoding the blue
prints of living beings.
The discovery of DNA effectively
made the Linnéan Taxonomy
obsolete, as genetic similarity
offers better ways to classify life.
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8. DNA – coding the instructions needed for organisms to develop, survive and reproduce
Develop
Survive
Reproduce
Adenine
Guanine
DNA
Deoxyribonucleic acid
Thymine
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Cytosine
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9. The same story is happening in Marketing right now.
Confused men doing strange things
People make sense of complexity
A simpler way to explain things
New models providing a new world view
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10. Confused men doing strange things
Data-driven marketing
seems at odds with
creativity
Digital marketing is marketing
made measurable on the
individual level. This had lead to
tremendous advances in the
ability to make decisions
founded on data, but it also has
lead to a new, and increasing
level of complexity. The main
driver of complexity: new
marketing channels following
strange new rules in strange new
ways.
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11. Making Sense of Complexity
The 2014 Marketing
Technology Landscape
Like Linné, Scott Brinker is a
cartographer of a new and highly
complex space.
His Marketing Technology
Landscape shows the key areas
of Marketing Technology and
how the players interact on a
high level.
Scott separates technology into
Infrastructure, Platforms,
Middleware, Operations and
Experiences.
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12. Is History repeating itself?
Confusion
Organization
Confusion
Foundation
Organization
Foundation?
?
1725
1750
1775
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1800
1825
1850
1875
12
1900
1925
1950
1975
2000
2025
13. ?
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Foundation
What is the foundation, the DNA of Marketing?
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16. What are campaigns?
Military roots of the
campaign
Like many concepts in modern
corporations (headquarters,
promotions, company, strategy),
the concept of a campaign has
military origin.
A campaign is a series of
coordinated activities
undertaken to achieve a joint
goal.
Campaigns undergo phases of
planning, execution and control
and involve a target, an area of
operation and specific forces.
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17. Plan
define strategy,
goals & teams
Execute
create and optimize
marketing
experiences
Who
Monitor
through dashboards
& activity feeds
Where
What
Campaigns
Why
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18. 7 Concepts of Digital Marketing
Plan
define strategy,
goals & teams
Execute
create and optimize
marketing
experiences
Audiences
Monitor
through dashboards
& activity feeds
Channels
(segments, lists, targets, etc)
(Sites, Apps, Properties, etc)
Content
Context
(identity, profile, events)
(web, offers, mobile, email,
social)
Campaigns
(who, what, where, why)
Data
Assets
(goals, KPIs, analytics)
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(images, videos, templates)
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19. Left brain & right brain marketing unified
Audiences
Channels
(segments, lists, targets, etc)
(Sites, Apps, Properties, etc)
Content
Context
(identity, profile, events)
(web, offers, mobile, email,
social)
Campaigns
(who, what, where, why)
Data
Assets
(goals, KPIs, analytics)
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(images, videos, templates)
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20. 1
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Campaign
Brands, Program, Campaigns, Activities, Operations
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22. Campaigns
Brand Level
budget owner
Brand
Program
…
Campaign
…
Strategicbudget control
Level (Macro)
Go to market,
Planningbudget allocation,
Level
cross channel,
audience planning
…
Campaign
…
…
Activity
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Activity
Operations
Operations
Operations
Call-to-actions
Tactical Level (Micro)
channel specific, content assignment
Activity
Call-to-actions
Call-to-actions
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23. 2
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Channel
Channels, Locations, Touch-points
22
24. Channels are the area of operation of our campaigns
Channels & Locations
Channels are where users and
customers can interact with our
campaigns and experience our
content.
What differentiates digital
marketing channels from other
marketing channels is their
measurability, their potential of
personalization and their
availability of context.
A growing number of channels
(see Gartner’s subway map)
challenges marketers to create
cross-channel campaigns and
experiences.
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26. Channels & Locations
“A location is a place where users can see or interact with your content.”
Landing page
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Box on a page
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27. Channel & Location Properties
Example
URL
Parent Location
Channel
Title
Description
Metadata
Metrics
References
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http://adobe.com/photoshop
http://adobe.com/
Landing Page
Photoshop Landing page
The CQ6 landing page for Photoshop
Tags, Owner, etc.
Visitors, Organic Sources, etc.
Content, Campaigns, Audiences
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“A channel is a common way
of delivering content and
measuring interaction”
28. 3
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Content
Product Descriptions, Offers, Articles
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31. 4
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Assets
Images, Videos, Animations, Documents
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34. Left brain & right brain marketing unified
Channels
(Sites, Apps, Properties, etc)
Content
(web, offers, mobile, email,
social)
Campaigns
(who, what, where, why)
Assets
(images, videos, templates)
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35. Left brain & right brain marketing unified
Audiences
(segments, lists, targets, etc)
Context
(identity, profile, events)
Campaigns
(who, what, where, why)
Data
(goals, KPIs, analytics)
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36. 5
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Audiences
Segments, Lists, Groups, Target
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37. Examples:
Photoshop Users
Trial CC Customers
Email opener from previous PS6 Blast
Education Creative Pro in Hungary
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38. Audiences
“Just a group of people”
Marketer-defined rules,
channel specific
interpretation
Algorithm-determined
rules, channel specific
interpretation
Explicit (list-based) definition, channel
specific interpretation
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39. Audiences
“Just a group of people”
Marketer-defined rules,
channel specific
interpretation
Algorithm-determined
rules, channel specific
interpretation
Look-alike modeling
Explicit (list-based) definition, channel
specific interpretation
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40. Audiences
“Just a group of people”
Marketer-defined rules,
channel specific
interpretation
Algorithm-determined
rules, channel specific
interpretation
Look-alike modeling
Audience sharing
Explicit (list-based) definition, channel
specific interpretation
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41. Audiences
“Just a group of people”
Model translation
Marketer-defined rules,
channel specific
interpretation
Algorithm-determined
rules, channel specific
interpretation
Look-alike modeling
Audience sharing
Explicit (list-based) definition, channel
specific interpretation
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42. 6
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Context
Master Marketing Profile, Identity, Device
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44. Context is Identity and Behavior
Profile
Experience
Behavior
Technographics
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Demographics
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45. Context is Identity and Behavior
Future events
past events
Identity
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46. personalization
Context is Identity and Behavior
Future events
past events
Identity
data collection
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individualization
47. Last Millisecond: Listen? Context!
!
!
!
!
Transient
Environment
A
Edge Network
Profile
B
Enterprise
Data
C
3rd Party &
other...
D
Examples:
Examples:
Examples:
Examples:
Device
Geolocation
Time & Date
Resolution
X-Channel Profile
Audience
Segment
Behavioral
CRM & MDM
ERP
Support Cases
Purchase History
Customer Insight
Weather
Demographics
Twitter
Facebook
Anything, really,..
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!
!
!
48. Introducing Master Marketing Profile
!
Unknown Profile
(Visitors, Unauthenticated,
Shallow Data, Less Reliable,
Large number of Profiles)
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x xx x x
Master Identity, Profile Data, History)
Marketing Profile
(Audience,
Known Profile
(Customers, Authenticated,
Deep Data, More Reliable,
Fewer Profiles)
49. 7
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Data
Metadata, Metrics, KPIs, Dimensions, Goals, Analytics
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50. Examples:
Website Traffic on Photoshop Website
Product Categories in Digital Media
Number of revisions per asset
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51. There are three fundamental types of data
Website Traffic on Photoshop Website
Product Categories in Digital Media
Number of revisions per asset
METADATA
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METRIC
TAXONOMY
52. Taxonomies – déjà vu
Taxonomies
Taxonomies describe
relationships of terms to other
terms and can be used to classify
objects in the real world
(animals and plants – as Linné
did) or in the digital world
(assets, product categories,
messaging types, campaign
goals, place names)
Relationships between terms
(parent-child, synonymy, etc)
can be used to optimize search
and retrieval of objects.
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53. Metadata – déjà vu
Data about Marketing
Objects
Metadata is best known in
relationship to assets (title,
creator, size, tools used) but can
be applied to any marketing
object (campaign, channel,
content, profile, event, audience)
Most metadata is qualitative,
which means it is expressed in
concrete values (sometimes
backed by a taxonomy) and can
be used as a dimension in
reporting.
Quantitative metadata is referred
to as metrics.
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54. Where are my metrics?
Metrics are qualitative
metadata
observed
calculated
inferred
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They describe objects in
countable or calculable values.
Metrics can be either directly
observed, inferred by counting
other objects or aggregating
metrics about other objects or
calculated by combining
multiple existing metrics.
Metrics allow marketers to
describe the effectiveness of
marketing and compare against
set goals.
55. Summary
Taxonomies and vendor lists are not enough to explain
the rapid change in marketing and resolve the cognitive
dissonance between right-brain and left-brain markers.
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56. Summary
Right-brain marketers create campaigns by composing
experiences that place content and assets into the right
channel.
Content
Campaigns
Brand Level
budget owner
Channel-specific representation
Brand
Channel-specific representation
Program
…
Campaign
…
Strategicbudget control
Level (Macro)
Go to market,
Planningbudget allocation,
Level
cross channel,
audience planning
…
Abstract representation
Campaign
Activity
Operations
Operations
Call-to-actions
Web component
Product
definition
Operations
Call-to-actions
Web
page
Activity
Call-to-actions
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Structured
…
…
Activity
Tactical Level (Micro)
channel specific, content assignment
Unstructured
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29
Status
update
Display!
ad
Text!
ad
57. Summary
Left-brain marketers measure and optimize campaigns
by defining audiences based on collected context data
that combines behavior and identity.
Audiences
“Just a group of people”
Context is Identity and Behavior
Model translation
Marketer-defined rules,
channel specific
interpretation
Algorithm-determined
rules, channel specific
interpretation
Look-alike modeling
Audience sharing
Explicit (list-based) definition, channel
specific interpretation
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