5 Reasons Why Unified Marketing is Not a Myth

5 Reasons Why Unified Marketing

is No Longer a Myth


Unified marketing brings together marketing applications and customer data to create a

comprehensive customer profile that can be shared across all

digital touch points to drive action.


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


Visitors now expect a consistent, real-time personalized experience on any device.


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.


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


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


2 Visitor Profile Warehouse in the Cloud


3 Flexible Cross-Device Visitor Stitching


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-E

NG

AGEM

ENT

%


5 Tag Management as the Unification Layer

Experience Layer

Data Layer

Application Layer


Thank You!

[email protected] @recoveringtekie

www.tealium.com

5 Reasons Why Unified Marketing is Not a Myth

Marketing

Transcript of 5 Reasons Why Unified Marketing is Not a Myth