5 Reasons Why Unified Marketing is Not a Myth

•

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We explain the historic challenges of data integration and integrated marketing and how market trends and technology advancements have made it possible to to achieve a unified view of the customer and highly orchestrated marketing interactions.

Marketing

1
© 2015 Tealium, Inc. All rights reserved.

Chronic Issues
Preventing
Unified
Marketing
•  Customer expectations have evolved rapidly
•  Analytics has failed to drive action
•  Major IT / BI investments were made, yet failures persist
•  Marketers are forced out of their comfort zone
•  The marketing technology landscape is chaotic
•  The 360° customer view has been a promise for 15+ years
•  Analysis has become a proxy for action
•  Responsibility for technology decisions are shifting
4
© 2015 Tealium, Inc. All rights reserved.

Visitors now expect a consistent,
real-time personalized experience
on any device.
5
© 2015 Tealium, Inc. All rights reserved.
Customer
Expectation
Have Evolved
Rapidly

The Elusive
Single
Customer
View
6
June 2002
© 2015 Tealium, Inc. All rights reserved.

Major
Investments
Were Made
Source: Gartner
Worldwide BI Revenue 2009-2014
7.4
2009
8.2
9
9.7
10.4
11.2
2010
2011
2012
2013
2014
© 2015 Tealium, Inc. All rights reserved.
7

Source: Demand Metric 2013
Analytics Has
Failed to Drive
Action
61%
of marketers don’t use marketing
analytics to influence their
organization’s behavior or actions.
© 2015 Tealium, Inc. All rights reserved.
8

Unnatural
Situations
Arose
of marketers don’t own
a statistics book.
95%
Source: CEB-2012
© 2015 Tealium, Inc. All rights reserved.
9

Digital
Marketing
Chaos Reigns
Marketing technologies have gone
from 100 to 1876 solutions in four
years.
Source: Scott Brinker – Chief Martech
© 2015 Tealium, Inc. All rights reserved.
10

Analysis
Paralysis
Replaced
Action
of marketers say they
are unable to handle the marketing
data available to them without
feeling overwhelmed.
66%
Source: Domo 2013
© 2015 Tealium, Inc. All rights reserved.
11

Responsibility
for Results has
Shifted By 2017 the CMO
will spend more on IT
than the CIO.
Source: Laura McLellan - Gartner
© 2015 Tealium, Inc. All rights reserved.
12

5 Reasons
Why Unified Marketing
is No Longer a Myth
© 2015 Tealium, Inc. All rights reserved.
13

1
The Rise of
Martech
of organizations now have the
equivalent of a chief marketing
technologist compared with
70% last year.
Source: Gartner 2014
81%
© 2015 Tealium, Inc. All rights reserved.
14

3
Flexible
Cross-Device
Visitor
Stitching
© 2015 Tealium, Inc. All rights reserved.
16

4
Real Time,
Really
0-1 Hour
1-3 Hours
3-4 Hours
24+ Hours
60%
16%
8%
5%
Eﬀectiveness of personalized
messaging is greatly improved
with timeliness of data and
action
RE-ENGAGEMENT%
© 2015 Tealium, Inc. All rights reserved.
17

5
Tag
Management
as the
Unification
Layer
Experience Layer
Data Layer
Application Layer
© 2015 Tealium, Inc. All rights reserved.
18

Thank You!
jay.mccarthy@tealium.com
@recoveringtekie
www.tealium.com

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