How to Master Your MarTech Stack 2018

HOW TO
MASTER
YOUR
MARTECH
STACK
A Strategic Framework for
Marketers to realize success
with Data & Technology
©2018 • Mark Osborne • Ten Truths Marketing, Inc.

2
Raise your hand…
If you’re a marketer who doesn’t have enough time in the day…

Strategic Framework for Evaluating MarTech
• Evaluate the most important Marketing Challenge
• Evaluate the Organization’s Maturity & Readiness
• Evaluate the Technology’s Strengths & Complexity
© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ● Page 4
Focus on the Right Solutions to the Right Problems
Achieve Organizational Transformation
with Technology & Data

Your Guide to MarTech Mastery
Mark Osborne
• AdAge “Marketing Technology
Trailblazer”
• Sr. Director Client Success at
Forrester’s “Breakout Vendor” in
Measurement and Optimization
• Digital Analytics Association
LA Chapter Co-Chair
• iab Certified “Digital Data Solutions”
Page 5© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ●

Marketers need Technology and Data
© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ● Page 6● CheifMarTec.com ● Scott Brinker
CRAZY

Marketers need Technology & Data for Success
• More than 20% of Marketers spend a quarter or more of their overall
budget on TECHNOLOGY
• 10% spend MORE THAN HALF
• 70% of all marketers expect Technology spending to GROW
Page 7● Walker Sands Communications and Chief Marketing Technologist “State of Marketing Technology 2017:
Closing the Gap Between Martech Innovation and Adoption,” November 2, 2016
© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ●

Marketer PROBLEMS with Technology & Data
39% say it’s lack of effective STRATEGY for Marketing Technology
38% say it’s a lack of INTEGRATION for Marketing Technology
Page 8
Marketers Need Technology & Data
The Key to Success is a Strategic Framework
for Evaluating & Prioritizing
● Walker Sands Communications and Chief Marketing Technologist “State of Marketing Technology 2017:
Closing the Gap Between Martech Innovation and Adoption,” November 2, 2016
#1
#2

First Principles of Marketing
• Gain INSIGHTS on customers wants / needs and how they fulfill them
• Craft MESSAGES that will influence customers to adopt a belief or
take an action
• Manage DELIVERY of message efficiently and effectively to the right
audience in the right context
• Facilitate EXCHANGE of goods/services for money to make a profit

Evaluate Marketing Challenge ● Product Market Strategy
Page 12● “Strategies for Diversification” Igor Ansoff
Harvard Business Review; © 1957
Existing Products
ExistingMarkets
Step 1 ● Evaluate Challenge © 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ●
NewMarkets
New Products
Market Development Diversification
Market Penetration Product Development
Exchange
Channel Management
Delivery
Effective Targeting
Insight
Research Data
Insight
Customer Data

Evaluate Marketing Challenge ● Market Maturity
Page 13● “Crossing the Chasm”
Geoffrey A. Moore © 2014
Innovators Early Adopters Pragmatists Late Majority Laggards
THECHASM
Step 1 ● Evaluate Challenge
Insight
Customer
Data
Messaging
Testing
Creative
Delivery
Media
Targeting
Delivery
Media Efficiency
Delivery
Media
Optimization
Exchange
Repeat
Purchase

Evaluate Marketing Challenge ● Customer Journey
Page 14Step 1 ● Evaluate Challenge
Awareness
Interest
Desire
Action
Delivery ● Targeting, Efficient Reach and Frequency
Messaging ● Testing Creative
Insight ● Segmentation by Response Rates
Exchange ● Facilitate Purchase, Next-best-offer / Repurchase

Evaluate Marketing Challenge ● Customer Journey
● “The Consumer Decision Journey” Court, Elzinga,
Mulder, Vertvik; McKinsey Quarterly; © 2009
Insight
Customer
Data
Messaging
Testing
Creative
Delivery
Media Efficiency Delivery
Media
Optimization
Exchange
Shopping Cart
Delivery
Email
Campaign
Delivery
Social Media

Evaluate Marketing Challenge ● Find your core need
Insight ● Rank ____ Messaging ● Rank ____ Delivery ● Rank ____ Exchange ● Rank ____
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9
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6
5
4
3
Maturity●Complexity

Organizational Maturity & Readiness
4 Levels of Organizational Maturity with Data and Technology
Defined by how they approach…
• Governance / Leadership / Authority
• Data Ownership, Quality, Integration
• Decisioning with Data and Technology for Organizational Impact

General
Description
Separate leaders / teams with separate data sources making independent decisions against
channel specific Performance KPIs. Typically using Point Solutions.
Governance
Separate channels managers with individual technology support - channel specific
objectives may or may not relate to each other or larger business objectives.
Data Data is siloed, potentially synced or refreshed with other channels periodically.
Decisioning
Optimization towards channel specific metrics of efficiency and effectiveness for leading
indicators (Engagement, Clicks, Traffic, Online Conversions) but not connected to larger
organizational goals. KPIs may not be consistent across the organization for sharing.
Limited / No forecasting or forward-looking analytics framework.
Level 1 Organization ● Channel Focus

General
Description
Some overarching leadership with consistent data. May optimize to channel specific KPIs,
but they are linked to organizational goals. Typically working to integrate Enterprise
solutions
Governance
Cross-channel authority for budgeting and optimization. Ad hoc analytical decision-
making. More focus on integrating technologies using total measured outcomes and tech
support may include computational skills / analytical platforms, not just UX/UI and delivery
or data management.
Data
Unified marketing database with standard, regular process for synchronizing historical
customer data with new interactions, and standardized but flexible approaches for using
cookies, PII, or online identities for linking across media channels.
Decisioning
Optimize total online outcomes across all touches, based on adapting to customer's
preferred channels, similar metrics and leading indicators to Channel, but in context across
all channels. Planning is typically conducted using interpretation of historical performance,
but may be making forward projections.
Level 2 Organization ● Cross-Channel Focus

General
Description
Leadership guides organizational strategy, marketing data is enriched with internal and
external sources for complete customer view. Analytics focus on organizational business
outcomes. Organizational planning for ongoing change.
Governance
Culture of learning through experimentation. Analytical decision-making is
operationalized. MarTech / Data investments are evaluated based on return to
organization. Dedicated marketing scientists and analysts leverage data for general
insights used across the organization.
Data
Comprehensive approach for integrating non-marketing and marketing data, including
campaign response data for near-time learning. Established, continuous synchronization
cycle.
Decisioning
Predictive analytics, modeling, and data-mining guide understanding of propensity, churn,
upsell, cross-sell, next best offer etc. to lower CPA and maximize LTV. Customer contact
rules (channel, frequency) are applied across the organization. Planning and optimization
is based on forward looking / predictive analytics.
Level 3 Organization ● Customer Focus

General
Description
Leadership guides strategy, and channel teams iterate with agile processes using
continuous data-streams for real-time responses using predictive analytics and rules-based
automation. KPIs adjust based on customer insights. Ongoing refinement of tools based
on changing needs
Governance
Culture of data-fueled customer centricity. Marketing tech stack is evaluated based on
business and customer needs and context with both long and short term roadmaps that
align with IT / BI and other departments. Agile processes guide deployment of new
technologies and continuous testing. Insight reporting is codified for sharing across the
organization.
Data
Full data access across brands, lines of business, and regions with real-time data capture
for customer interactions. Data integration allows for a single customer view including
historical, present, and predicted behaviors.
Decisioning
Customer-driven, interactive marketing based on customer journey mapping. Programs
adapt to customer preferences. Customer insight guides activities outside of marketing
(product development). Analytical forecasts are regularly compared to actual outcomes
for ongoing tweaking of analytical frameworks.
Level 4 Organization ● Relevancy Focus
Page 23© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ●

Rank Your Organization
Level 1
Channel
Focus
Separate Leaders, Different Metrics, Data Silos
Level 2
Cross-Channel
Focus
Media & Marketing are Aligned but NOT
integrated with Organization
(e.g. Different Outcomes)
Level 3
Customer
Focus
Whole Organization has integrated Data,
tracks same Metrics, models same Outcomes
Level 4
Relevancy
Focus
Unified, enriched data; feeds predictive
models for agile responses; regular refinement

Score your Organization
Governance
Data
Decisioning
Score 1 (least) – 4 (most) for each Row.
Organizations are typically the same Level across all dimensions.
Organization cannot be higher in a lower level
than at the level above.
e.g. If Governance = 3, Data can at most = 3, and
if Data = 2, Decisioning can at most = Level 2
Lowest score = 3X1 = 3; Highest score = 3X4 = 12.

What does the Technology do BEST? 1-5
Insight Messaging Delivery Exchange
Website / App Analytics
(Adobe Site Catalyst,
Google Analytics)
Provides insight on who is
visiting / engaging with the
brand and how (via mobile /
desktop) behavior tracking
gives insight into what content
areas are more engaging
2
Understanding of what content
users consume on the site/app
and in what context shapes
messaging strategy across the
organization
3
Identifies sources of high
converting traffic to inform
media strategy and can help
optimize media plans when
integrated with media delivery
2
Tracking user flow and
optimizing to maximize
transactions is often the primary
benefit of site- side analytics
tools
5
Email Marketing Solution
(MailChimp,
Exact Target, etc.)
Can facilitate insight on which
audiences are more engaged,
but this is from customer
database, not email solution
1
Email solutions can be very
powerful for testing messaging,
A/B testing headlines, offers,
etc.
3
Email solutions are almost
mandatory for reaching out to
customers, customers expect
email, even if they don't always
engage
4
Email solutions empower
marketing automation for cart
abandonment and next best
offer email, but they don't
deliver these on their own
2
CRM / Customer or Prospect
(Salesforce,
Microsoft Dynamics)
Significant insight on customers
through segmentation and the
ability to begin enriching
customer data
5
Empowers testing of messaging,
but that requires additional
capabilities
1
Empowers delivery through
targeting (look-alike,
suppression lists) but not a
targeting solution
3
No specific benefit to
transaction other than tracking
and enablement of more robust
analytics
1
Social Media Marketing
(SocialCode, Hootsuite etc.)
Many solutions are focused on
execution only, although some
do include insight into interests
and user behavior on social
media sites
1
Many enable tracking of
engagement by topic, helping
test and refine messaging
strategy, social's reach and
penetration allows for upper
and lower funnel messaging
testing
2
Primary benefit is simplifying
delivery of ads / posts across
platforms
3
Publishers themselves support
conversion tracking, and other
solutions facilitate re-targeting,
but few management platforms
offer these capabilities
inherently
2
Audience Targeting
(AdRoll, Criteo)
Relies on Insights from
Analytics, CRM or DMP to
execute targeting, can provide
feedback on engagement
behavior
1
Provides limited feedback on
response to messaging from
specific audience groups
1
Primary benefit is automating
delivery to specific users based
on cookies, lookalike targets,
suppression lists)
3
Integrating with cart
abandonment can significantly
impact conversions, combined
with 'next best offer' analytics
for targeting can increase CLTV
4

What does the Technology do BEST? 6-10
Cross Channel Measurement /
Attribution MMM / MTA
(ConversionLogic,
MarketShare)
Most tools focus on
measurement over insight, but
can deliver Insight into media
channel preferences and user
paths.
2
Many solutions struggle to
differentiate between different
messaging executions
1
Primary benefit is guidance for
optimizing media mix for
effective delivery to maximize
outcomes controlling for various
factors
5
Although primary output is
recommendations for optimizing
media expenditures, most
solutions use revenues or
transactions as a target for
optimization
3
DMP
Data Management Platform
(Krux/Salesforce, Turn, etc.)
Key benefit is a unified view of
the customer, with internal +
external data at the user level.
Facilitates customer analytics.
5
Through tracking historical and
real-time data provides feedback
on preferences and behaviors for
segmentation + positioning
2
Facilitates programmatic buying,
real-time optimization and
audience segmentation, delivery
is a strong secondary benefit
4
Analytical models built on top of
this data-set power new
customer acquisition and CLTV
optimization initiatives
3
Real time Optimization /
Programmatic Buying
(Centro, RocketFuel, etc.)
Limited insight comes from
optimization solutions they are
focused on activating insight
gained from other activities
1
Helps optimize towards best
performing creative and can be
used for insight on messaging,
but is not a test / learn solution
3
Primary benefit is efficient media
placement using data from DMP
or other source for efficient
bidding and delivery against high
probability audiences
5
Focusing on audiences most
likely to engage and convert
allows these solutions to drive
increased transactions although
that is not their primary goal
3
Marketing Automation
(Marketo, Eloqua, etc.)
These tools typically rely on
insights gained through other
analyses, but can provide
feedback based on user
interactions when they capture
the data
2
When used in conjunction with
testing platforms, these solutions
can deliver feedback on
messaging by comparing high
and low response rates
3
Although these platforms
automate delivery to customers
currently in the funnel via email
and website personalization, they
do not typically help with
advertising delivery
3
Primary benefit is accelerating
customer journeys through real-
time delivery of information for
deepening engagement or
facilitating initial and repeat
transactions
4
Website Personalization /
Testing / LP Optimization
(Optimizely, Bunting, etc.)
Many of these solutions have
built in analytics for insight into
optimal messaging (based on
tests) but require marketers to
interpret these results
3
Secondary benefit to these
solutions is the platform for
testing various messages based
on specific segmentation +
positioning strategies
4
Although these solutions
enhance delivery to customers
currently on the website, they do
not typically help with outbound
communication delivery
efficiency or effectiveness
2
Primary benefit of these
solutions is facilitating
transactions through optimizing
content based on insight about
the customer
5

Complexity ● Maturity
Website / App Analytics
(Adobe Site Catalyst, Google Analytics)
Implementations on large sites can be challenging, but this is a well traveled path with years of documentation and many experts to
help. It requires little integration with other sources of data or other technology 5
Email Marketing Solution
(MailChimp, Exact Target, etc.)
ESPs are typically standalone solutions and only require a customer list to get started. More complex implementations deliver more
functionality on par with the work necessary to implement 4
CRM / Customer or Prospect
(Salesforce, Microsoft Dynamics)
Offers many options for implementation which can be quite complex, but each layer delivers more meaningful insight 7
Social Media Marketing Platform
(SocialCode, Hootsuite etc.)
Typically stand alone solutions that require little set-up to get started 3
Audience Targeting
(AdRoll, Criteo)
Can be simple or complex, depending on the integration, typically require little more than pixel placement on the site to get started,
more features require more integration 6
Cross Channel Measurement / Attribution
MMM / MTA (ConversionLogic, MarketShare)
Usually requires historical and ongoing data from multiple sources (media investment, sales, pricing) which may not be available to
less advanced organizations 11
DMP / Data Management Platform
(Krux/Salesforce, Turn, etc.)
Can be simple, but is typically complex as it seeks to integrate historical and real time data from CRM, Website analytics, media, and
2nd and third party data sources 11
Real time Optimization / Programmatic Buying
(Centro, RocketFuel, etc.)
Typically requires previous implementation of a DMP for proper execution outside of an external service. External services have
limited benefits beyond optimizing media 10
Marketing Automation
(Marketo, Eloqua, etc.)
Simple tools can automate stand-alone processes, but enterprise implementation requires detailed mapping of customer journeys
and segmentation schema with response variations 8
Website Personalization / Testing
(Optimizely, Bunting, etc.)
A/B page testing can be stand-alone, but robust personalization needs identity and context recognition capabilities and branching
messaging options for different customer segments and changing contexts 6
How Complex is the Technology?
Page 30© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc. ●Step 3 ● Evaluate Technology

Bringing it all together
12
11
10
9
8
7
6
5
4
3
Web Analytics
Email Marketing Platform
CRM
Social Media Tools
Audience Targeting
Attribution
DMP
Programmatic
Personalization
Automation

Bringing it all together
12
11
10
9
8
7
6
5
4
3
Web Analytics
Email Marketing Platform
CRM
Social Media Tools
Audience Targeting
Attribution
DMP
Programmatic
Personalization
Automation
CRM
Audience Targeting

Master
of the
MarTech
Stack
Master
of the
MarTech
Stack

Data & Technology are
TRANSFORMATIVE
for Marketers
Page 34
Requires a Strategic FRAMEWORK that…
…evaluates MARKETING NEEDS using First Principles of
INSIGHT, MESSAGING, DELIVERY, EXCHANGE
…evaluates the ORGANIZATION maturity with
GOVERNANCE, DATA, and DECISIONING using technology
…evaluates TECHNOLOGY against the same dimensions to find a
perfect fit!

Thank You
Mark@TenTruthsMarketing.com
www.linkedin.com/in/remarkablemark/
@re_mark_able
© 2018 ● Mark Osborne ● Ten Truths Marketing, Inc.

How to Master Your MarTech Stack 2018

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