Transcription
The Platform Marketer StackA Deep Dive into the Technology
Technology Infrastructure Key FociIntegrate all platforms across known & unknownand non-interactive & interactiveBe able to facilitate data and decisions in both theinteractive and non-interactive environmentsEmbed analytics in all environmentsSolve for Identity and Experience to enable bettermarketingUnderstand the known and unknown worlds2
Core Technology Focus AreasChannel Specific ApplicationsDecisioningThe deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with amachine learning layer that is able to systematically fine tune rules and algorithms.User Access ConsoleInteractive Marketing HubAn interactive marketing hub for anonymous and identified audiences and individuals from both the digital and traditionalmarketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide dataand insights for execution of the marketing activities.Insights PlatformConnected RecognitionThe management and association of identity attributesacross all channels and media. The creation of alongitudinal view of the experience a consumer has with abrand: Event Stream.The core analytics capabilities to provide insights to drivemarketing strategy.Marketing DatabaseThe core of the marketing environment including the customer data warehouse, marketing management, marketingautomation, and offline event management.33
Bottom of the StackChannel Specific ApplicationsDecisioningThe deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with amachine learning layer that is able to systematically fine tune rules and algorithms.User Access ConsoleInteractive Marketing HubAn interactive marketing hub for anonymous and identified audiences and individuals from both the digital and traditionalmarketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide dataand insights for execution of the marketing activities.Insights PlatformConnected RecognitionThe management and association of identity attributesacross all channels and media. The creation of alongitudinal view of the experience a consumer has with abrand: Event Stream.The core analytics capabilities to provide insights to drivemarketing strategy.Marketing DatabaseThe core of the marketing environment including the customer data warehouse, marketing management, marketingautomation, and offline event management.44
Connected profile of consumer .168.1.201Address: 1001 Semblance m Malthus10.03.1965Customer, prospect, andevent stream data isconnected, deliveringcomprehensive view utilizing1st, 2nd, and 3rd party data ina standard data model.
Longitudinal view of the experienceA time-sequenced view of the consumer’s interaction with the brand, enabling the brand to understand and impact the customerexperience moving forward.DM Delivered2/1/2012Shown DisplayAd 2/2/123:05pmCalls 800#Requests Infoand gives email2/2/12 3:06 pmSent Email2/2/12 5:05pmOpens Email2/2/12 9:30 pmClicksBranded PaidSearch Ad2/6/12 9:00 pmCompletesReservationon site2/6/212 9:15 pmUser Event TableUser ID6Date TimeEvent IDEvent Desc12342/1/2012DM437DM Delivered12342/2/2012 3:05 pmDI9076Display Impression12342/2/2012 3:06 pmCC068Inbound Call Center12342/2/2012 5:05 pmEM087Sent Email12342/2/2012 9:30 pmEM088Opened Email12342/2/2012 9:30 pmEM089Clicked Email12342/6/2012 9:00 pmPS674Clicks Paid Search12342/6/2012 9:15 pmQ8740Completes QuoteEvent Meta DataEvent ID EM088CreativeA2346 Trip of a Life TimeOfferOI92365 10% Off 7 Daysor MoreProductP978 DestinationVacations
Extending Audience ReachAudiencePlatformsName & address3rd party cookie3rd party segmentContext1st party cookieDevice IDGeo-locationSocial ID / handleData ExchangeCross DeviceOn-boardingAd Serving &Tag ManagementIdentityManagement7
If I solve for identity and experience, I can Understand whom I amspeaking withFamilyMattersMovers &ShakersMaturePlannersPassivesLoners8Attribute the behaviorsPersonalize and optimize theexperience
Marketing Data WarehouseThe traditional marketing database is here to stay, but it needs to adapt Connected Recognition(cR)StandardizeThe management and association ofidentity attributes across all channelsand media. The creation of alongitudinal view of the experience aconsumer has with a brand: EventStream.HygieneLinkEvent Stream Identity MapIdentity AttributesMedia DataHubCompiledEvent StreamConnected IdentityModelAttributeAnalyzeCustomerPerformance& PortfolioManagementInsights PlatformThe core analytics capabilitiesto provide insights to drivemarketing strategy.VisualizeDataInsightsMarketing DatabaseThe core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management.Customer Data WarehouseMarketingManagementOffline EventManagementIngest more digital data:The definition of identity needs to expand Social SiteEmbedded analytics Display MobilePromotion history must become consumerexperience9MarketingAutomationBetter connection to the digital world throughimproved data sharing paths
Analytics PlatformPlatform is built with embedded, integrated analytics and visualization technologies toseamlessly enable insight-driven decisioning.DecisionManagementBusiness RulesTestingOptimization ution and MMO enablementCentralized measurement platformSegmentation managementStandardized scoring frameworksScenario planning and forecastingAnalytics automation
Top of the StackChannel Specific ApplicationsDecisioningThe deployment of the marketing tactics via a real-time algorithm and business rules execution. This is coupled with amachine learning layer that is able to systematically fine tune rules and algorithms.User Access ConsoleInteractive Marketing HubAn interactive marketing hub for anonymous and identified audiences and individuals from both the digital and traditionalmarketing realms. This platform allows you to evaluate, identify, and acquire new audiences for marketing and provide dataand insights for execution of the marketing activities.Insights PlatformConnected RecognitionThe management and association of identity attributesacross all channels and media. The creation of alongitudinal view of the experience a consumer has with abrand: Event Stream.The core analytics capabilities to provide insights to drivemarketing strategy.Marketing DatabaseThe core of the marketing environment including the customer data warehouse, marketing management, marketingautomation, and offline event management.1111
InteractivityA Marketer’s Definition:Any marketing activity using data generated at any touch-point in conjunction withexisting data to make a real-time decision in order to enhance the eExisting Data Asset12Decide
Interactive Marketing HubUnderlying technology architecture supporting channel-specific technologies enabling consistent, personalizedcustomer experience across touchpoints.Display Search SocialMobileSiteCCChannel-specific interfaceInteractive Services ConductorRecognition ecision rithmicDecisionsData Management LayerAudienceManagementAnalysis ightsRecognition
Interactive Marketing HubUnderlying technology architecture supporting channel-specific technologies enabling consistent, personalizedcustomer experience across touchpoints.Display Search SocialMobileSiteCCChannel-specific interfaceInteractive Services cisionsData Management LayerAudienceManagementAnalysis &VisualizationDataExchangeDataData Break out of the context of digital only Have pointersto all aspects of identity and experienceRecognition ServicesDecision Services MaintainPII Privacy Enable all interactive channels and media Getting the data into the DMP alone doesmarketing betterDecisionnot makeBusinessIdentityInsightsInsightsThe DataManagementLayer Must:EventOptimizationPersonalizationRecognition
Interactive Marketing HubUnderlying technology architecture supporting channel-specific technologies enabling consistent, personalizedcustomer experience across touchpoints.Display Search SocialMobileSiteCCChannel-specific interfaceInteractive Services ConductorOptimizationRecognition ServicesIdentityAudienceProfileDecision nessRulesTestingAlgorithmicDecisionsData Management LayerThe Decision Services Layer Must:AudienceManagementAnalysis &VisualizationDataExchange Be able to recognize all forms of identity React to consumer experience change in the offline and online world Provide insights into any interactive channel or media Drive marketing consistency across media and channels Be flexible enough to handle rules, algorithmic, and machine learned ataEventInsightsInsightsRecognition
Data Management vs. Interactive MarketingFeatureData ManagementAudience CreationAudience ExtensionAudience SyndicationRules Based DecisionsModel Based DecisionsChannel Integration16Data ManagementPlatform (DMP)Interactive MarketingHub (IMH)
cCRM Functional Reference ArchitectureMedia / Channel Specific ApplicationsDataInsightsWeb ServiceAPIMarketingRules EngineData ServicesDecisioningPixelDecisionEngineDataThe deployment of the marketing tactics via a real-timealgorithm and business rules execution. This is coupledwith a machine learning layer that is able to systematicallyfine tune rules and algorithms.MachineLearningDataInsightsInteractive Marketing HubUser Access enceManagementKnownIndividualIdentity AttributesConnected Recognition(cR)The management and association ofidentity attributes across all channelsand media. The creation of alongitudinal view of the experience aconsumer has with a brand: EventStream.Identity AttributesAnalysis &VisualizationDataExchangeConnected IdentityStandardizeHygieneLinkEvent Stream Identity MapA Data Management Platform for anonymous andidentified audiences and individuals from both the digitaland traditional marketing realms. This platform allowsyou to evaluate, identify, and acquire new audiences formarketing and provide data and insights for execution ofthe marketing activities.DataMedia DataHubCompiledEvent StreamConnected rmance& PortfolioManagementInsights PlatformThe core analytics capabilitiesto provide insights to drivemarketing strategy.VisualizeDataInsightsMarketing DatabaseThe core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management.Customer Data ffline EventManagement
Matthew wCMobley
marketing and provide data and insights for execution of the marketing activities. The core of the marketing environment including the customer data warehouse, marketing management, marketing automation, and offline event management. ole Insights Platform The core analytics capabilities to provide insigh
