This document discusses the need to find the human element within marketing technology (martech). It notes that while everything is now digital, consumers no longer think about technology and just want products, prices and experiences that meet their needs. The document advocates for embracing data and technology to better understand consumer behaviors and connect across channels to deliver improved and personalized experiences for each consumer.

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

7. CHANGE
HAS HAPPENED

8. EVERYTHING IS DIGITAL

10. NO LONGER THINKS ABOUT TECHNOLOGY
CONFIDENT IT WORKS FOR HER

11. 11
BEHIND THE DISRUPTION

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

28. CONNECT THE DOTS
BREAK THE SILOS

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

34. MEDIA
STORYTELLING INFLUENCE
CONTENT
DATA
COMMERCE

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