Future-Proof Your Marketing Tech Stack
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The document discusses the challenges modern marketers face with the large number of available marketing technologies and how difficult it can be to evaluate, deploy, and integrate new technologies. It notes that only 9% of marketers feel they have all the technologies they need and use them fully. The key to future-proofing a marketing technology stack is adopting a modular, flexible-first approach where the architecture is designed to easily incorporate new components. This requires changes to staff skills, processes, and mindsets within organizations to evaluate and acquire technologies on an ongoing basis rather than infrequently.
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Future-Proof Your Marketing Tech Stack
- 1. Future-Proofing Your Marketing Technology Stack David Raab, Principal, Raab Associates In partnership with Tealium © 2016 Tealium Inc. All rights reserved. | 1
- 2. © 2016 Tealium Inc. All rights reserved. | © 2016 Tealium Inc. All rights reserved. | Challenges Faced by Today’s Marketer • 3,874 marketing technology solutions (3500 vendors) reside on a single 16x9 slide - Scott Brinker’s ‘2016 Marketing Technology Landscape Supergraphic’ - representing 87% growth year over year. • Nearly 40% of digital marketers recently surveyed use 6-9 different marketing technologies in a given month. (gShift – June 2016) • Only 9% of marketers have all of the marketing technology they need, and fully utilize it. (Ascend2, August 2015)
- 3. © 2016 Tealium Inc. All rights reserved. | Evaluation - New Technologies SOURCE: TechValidate Survey, Q2 2016. How frequently does your organization evaluate new marketing technologies?
- 4. © 2016 Tealium Inc. All rights reserved. | Deployment - New Technologies SOURCE: TechValidate Survey, Q2 2016. How frequently does your organization deploy new marketing technologies?
- 5. © 2016 Tealium Inc. All rights reserved. | Level of Difficulty - Deployment SOURCE: TechValidate Survey, Q2 2016. How would you rate the current level of difficulty for acquiring and deploying new marketing technologies?
- 6. © 2016 Tealium Inc. All rights reserved. | Current Approach - Planning SOURCE: TechValidate Survey, Q2 2016. How would you describe your current approach to marketing tech planning?
- 7. © 2016 Tealium Inc. All rights reserved. | Top Priority – Marketing Objective SOURCE: TechValidate Survey, Q2 2016. What would you classify as the top priority of your current marketing organization?
- 8. © 2016 Tealium Inc. All rights reserved. | Top Priority – Marketing Tech SOURCE: TechValidate Survey, Q2 2016. What would you classify as the top priority for new marketing tech investments?
- 9. 9 Today’s Presenter David Raab Principal, Raab Associates Inc. • Advises consumer and business marketers on marketing processes, analytics, technology and vendors • Consults on product and business strategy with industry vendors • Has written hundreds of articles and blog posts on marketing technology
- 10. Marketing Technology Keeps Changing Year Cutting Edge Technology 30000 BCE cave paintings
- 11. Marketing Technology Keeps Changing Year Cutting Edge Technology 30000 BCE cave paintings 1986 direct mail 1996 email 2006 desktop Web 2016 mobile
- 12. Waterfall Down Business Strategy Marketing Strategy Marketing Programs Functional Requirements Architecture Components System Requirements
- 13. Waterfall Down Business Strategy Marketing Strategy Marketing Programs Functional Requirements Architecture Components System Requirements
- 15. One Word: Modularity Modular Functions -Assemble customer data -Planning, budgeting, evaluation -Build and manage content -Select customer treatments -Deliver messages
- 16. One Word: Modularity Modular Requirements -Open APIs -Flexible data model -Real time execution -Cloud-based (maybe)
- 18. Getting Organized -Integration-first technology vision -Shared decision methods -New staff skills -Cross-department process -Technology evaluation methods -Change-friendly mindset
- 20. Flexible-first Efficiency-first start with architecture goal marketing programs end with component criteria architecture design components change often rarely select minor components on function compatibility w/major staff & processes dynamic fixed tech acquisition on-going infrequent What’s Different?
- 21. Architecture Options API Hub Customer Data Platform Marketing Cloud Integrated Suite Data Decisions Delivery
- 22. Summary • Technology change is here to stay • Traditional methods can’t cope • Future success requires flexibility • Flexibility requires changes in organization as well as architecture • Flexible-first options are available if you know where to look
Editor's Notes
- Earliest marketing technology might have been cave paintings – this is apparently an ad for a barbeque restaurant, showing how fresh their meat is and how happy the kids are about going there. Archeologists disagree about whether they also had live music on Saturdays
- Skip over the intervening millenia, to look at the past 30 years or so. What you see is very rapid change: the cutting edge technology in 1986 was direct mail, but an architecture built around that would have been totally obsolete 10 years later, when email was the hot new thing. Similarly, an architecture built on email would have been equally obsolete 10 years after that, when desktop Web sites the mainstay. Fast forward another 10 years, and the mantra is mobile first, not to mention social, local, programmatic, video, and all sorts of other cool things. My point is, I can’t tell you what will be hot in 2026, but I promise it will won’t be what’s hot today. So the challenge facing marketers is, how to plan in an environment of rapid and probably accelerating change.
- In particular, it’s pretty clear that the old way of doing things won’t work. Traditionally, technology planning – and actually all corporate planning – relied on a waterfall approach, starting with business strategy and carefully working through to marketing programs, functional requirements, architecture, and system requirements.
- That still sounds impeccably logical, but it assumes a stability in technology and marketing programs that no longer exists – if it ever did. Instead, marketers need a different approach that privileges flexibility above all else, because that’s the only way they can even hope to keep up with changes.
- In a word, the key to this flexibility is modularity, by which I mean you should build your system from components that can be individually replaced without interrupting the operations of the whole. Another way to look at it is to think in terms of buying functions that are individually self-contained and integrate with other functions.
- The key functions you want to look for include: Assembling unified customer data (many sources, multiple types and formats, identity association) Planning, budgeting, evaluation Build and manage content (across channels) Selecting customer treatments (across channels; must be separate from delivery) Marketing management Real time execution Message delivery
- Here are more technical requirements Open APIs (most critical to connect different layers; maybe not essential at the edge) Flexible data model (clearly for the primary database, but realize that other systems will store data too – don’t need the same model if internal data isn’t exposed to other components) Real time execution (important throughout the stack; need everywhere even if only use sometimes) Cloud-based (maybe)
- Integration first tech vision: simple, open standards; consistent data model Shared decision methods: common metrics, channel-independent goals Staff skills: more analytical than channel-expertise; open to machine intelligence; more use of agencies for channel skills Cross-department: need to look beyond departments; consider incentives and training Tech evaluation: include integration & impact on future flexibility in criteria; recognize that will always be buying; balance current gain vs future risk of obsolesence Change oriented mindset: see change as continuous and good, not infrequent and threatening; everything is temporary; no long-term best approach