PBG Webinar Series: Growth Automation: Top Integration Risks in Implementing Data Driven Marketing Automation
PBG Integrated Growth Systems Model Analytics & Results Measurement Web Analytics Campaign Analytics User Experience (UX) Measurement Business Intelligence Campaign Analytics Lead Scoring/Source Tracking/Nurturing Database Health Monitoring Big Data Analytics Survey Measurement Marketing Process Automation Marketing Asset Manager (MAM) Marketing Management System (MMS) Customer Relationship Manager (CRM) Marketing Resource Management (MRM) Marketing Execution Platforms (MEP) Enterprise Data Management Legacy Lists Leads Big Data B2B Outbound Marketing Integration E-Mail Marketing Lead Management Lead Campaign Management PR Campaign Management Content Creation Management Webinar Management Print to Web Management Landing Page Form Automation Multichannel Management Sales Enablement Ad Placement Management Sales Optimization & Integration Lead Scoring: BANT Funnel Measurement Churn Management Cross Selling Placement Mgmt. Search Engine Optimization Content Development Video Production Blog Content Content Curating Content Repurposing Landing Page Development Webinar Deliverables Graphic Design/Development E-Commerce Platforms Website Editor Social Media Management Social Media Monitoring/Management Engagement Dashboards Community Management Brand Reputation Management Loyalty Management Gamification Systems/Development 2
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Navigating all the Players
Review of Platforms 5
Growth Automation: CIO/CMO Dilemma: CXO Chief Experience Officer! Growth Hacking! Lean Marketing! Six Sigma Marketing! Enterprise Marketing Management Analyze Customer Experience Gather data Monitor social media Design Campaigns Plan effective strategy Develop creative Launch automated campaigns Establish automated triggers Capture Analytics Conversion predictions Overall results Close loop to sales Catchers Funnel analytics 6
CMO Obstacles Internal obstacles faced by CMOs in implementing solutions to further marketing effectiveness (% Response) Solution complexity and integration difficulties 47 Lack of expertise and knowledge in IT organization 28 Marketing function not a priority for IT department 35 Marketing resources taking control and isolating IT 27 IT resistance and opposition to solution sourcing 19 IT keeping Marketing out of the loop 38 Insufficient budget and funding for the project 28 No management mandate to push the project forward 20 Time and technical resources not available to help 31 Marketing bypassing IT and working directly with the vendor 21 Wrong solution that was not embraced by users 9 Source: Accenture, 2013 7
Platform Choice Risks! Too big, too complex Over scoping need Competing requirements from diverse constituents! Marketing, Sales, PR, Corp. Dev., Brand Dev.! Creative Content producers! Constrained application Web site inflexibility! HubSpot example! Data Analytics Silos Platforms limit data aggregation possibilities! Partner ecosystems are chosen for you Compatibilities are improved when companies work with other application providers 8
Data Compatibilities! Core data structures often incompatible with multiple applications without considerable integration Formatting Records Management Currency of data Tags and Metadata conflicts! Manual data source/list creation requires knowledge of underlying variables! Data source ownership barriers put in place to protect the organization! Key data attributes are inaccessible to Marketing Management Platform Customer buying behavior housed in POS not stored for MMS Mobile data not extrapolated to add value 9
Organizational Issues! IT perspective vs. marketing use perspective Data management vs. data use Growing CIO vs. CMO conflict! Buy-in from all groups! Ownership issues as a function of speed of implementation! Slack & Lewis (2008) study: Operations resource profile: assets allocated for specific tasks Investment bias History: changes dependent on established MO Managerial competition 10
Impact
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