Integration Celebration: The Automation EcosystemSuzanne CarawanChief Marketing OfficerHighRoad Solution

http://fortune.com/2015/10/07/marketing-technology-budgets/

Seismic Shifts in Association Management

1) Consumers are

-Members-Registrants-Subscribers-Donors

2) Marketing + Technology= MarTech

3) ShoppingExperience

ModernShoppingCart

4)Goal:Understand the Journey

• From first touch to purchase• Understand channels of influence• Understand influence variables• Identify correlation co-efficients that

precede purchase Understand margin, distribution & ROI spend

Understanding the Journey

• Undertake development of modeling• Develop and run scenarios against

buying personas, target markets, etc• Provide hypothetical outcomes given

input variable to mitigate risk in product development, promotional spend and resource allocation

Goal: Predictive Analytics

Why?Custom tailoredAdd value to the userDelight the user

WOMRepeatpurchase

Does Our Organization Have an Ecosystem Designed for Understanding Consumer Behavior

Let’s Check in with IT

Typical Association Tech Stack

Aptify

CMS ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

Usage

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Email Drives Users

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Closed Ecosystem

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

“Free” Social

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

People Data

Let’s Check in with Marketing

Conclusion:Time to Evolve to Digial

Digital Transformation

• Deep understanding of buyer & target market (personas)

• Deep understanding of buyer’s journey

• Re-evaluation of product & service offerings

• Re-evaluation of processes & metrics

Digital Transformation

• Re-evolve the association around the consumer

• Fit within the consumer’s lifestyle, tastes & preferences

Digital Transformation

Let’s Re-Check in with IT

• API-connected applications• Marketing automation platforms• Intelligent Contextual Email (ICE)• Website widgets to serve up content• Conversion tracking pixels• Google Tag Manager w/ GA• Data warehousing• Tableau or other BI visualization

tools (SPSS/SAS)

New IT Stack

Let’s Re-Check in with Marketing

• Inbound methodologies & know-how• Lead generation-based thinking• Data-driven reporting on journey• Mobile-first design & understanding• Growth budgets aligned with digital

shopping experience (8-15% minimum)

New Marketing

Growth budgets aligned with digital

shopping experience (8-15% minimum)

Oh Yes, I Went There

Digital Transformation NOT Maintenance

• Don’t do it alone• Get a roadmap & crawl, walk, run• Understand it won’t happen

overnight, but it has to happen• Understand that skill gaps will exist

& change management is needed• Talk with like-minded organizations

Undertaking Digital Transformation

Email. Automation. InboundContact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: scarawan@highroadsolution.com

www.highroadsolution.comwww.highroadu.com