The Right Way to Select Marketing Technology
21
The Right Way to Select Marketing Technology March, 2021
Transcript of The Right Way to Select Marketing Technology
The Right Way to Select Marketing Technology
March, 2021
A Story…
GEEKS MYSTICS
LOSERS POSERS
“the mystical quadrant”
A Story…
www.realstorygroup.com
NONO
NO
NO
YESYES
YES
YES
1Select in Context
2010s Silo Problem: Isolated, Disjointed, Inconsistent Customer Experiences
Planning
Rules
Data
Analytics
Content
😃
Ads
Enga
gem
ent
Silo
Web
Planning
Rules
Data
Analytics
Content
🙃En
gage
men
tSi
lo
Planning
Rules
Data
Analytics
Content
🙂
Enga
gem
ent
Silo
Mobile
Planning
Rules
Data
Analytics
Content
💀
Enga
gem
ent
Silo
Social
Planning
Rules
Data
Analytics
Content
😍
Enga
gem
ent
Silo
Planning
Rules
Data
Analytics
Content
🙄
Enga
gem
ent
Silo
Planning
Rules
Data
Analytics
Content
🙂
Alexa
Enga
gem
ent
Silo
Planning
Rules
Data
Analytics
Content
😠
Chat
Enga
gem
ent
Silo
Planning
Rules
Data
Analytics
Content
😒
Call
Enga
gem
ent
Silo
Planning
Rules
Data
Analytics
Content
😃PoS/F2F
Enga
gem
ent
Silo
Planning
Rules
Data
Analytics
Content
😃
Enga
gem
ent
Silo
IoT/Product
B2B2C2B
Enterprise Target Reference Model for an Integrated Customer ExperienceFO
UN
DATI
ON
SER
VICE
S
Omnichannel Operations: Cross-team collaboration and planning
Journey Orchestration: Omnichannel personalization and next-best-action rules
Omnichannel Content: Single source of the truth for re-usable assets
Unified Customer Data: Single source for definitive customer data & segments
Customer Intelligence: Analytics, reporting, and modeling
CUST
OM
ER B
ENEF
ITS
Consistent messaging
“They know me…”
Coherent interaction
Story consistency
Relevant options
🙂 😃 😍Ads
Enga
gem
ent
Silo
WebEn
gage
men
tSi
loEmail
Enga
gem
ent
Silo
Mobile
Enga
gem
ent
Silo
Social
Enga
gem
ent
Silo
Enga
gem
ent
Silo
Alexa
Enga
gem
ent
Silo
Chat
Enga
gem
ent
Silo
Call
Enga
gem
ent
Silo
PoS/F2F
Enga
gem
ent
Silo
Enga
gem
ent
Silo
IoT/Product
Advertising Generate demand
ApplicationsDeliver services
E-commerceSell things
DistributionDeliver via channel
Contact CenterAnswer questions
Reference Architecture Model for the 2020s: Omnichannel CX Stack
INTERACTION & DELIVERY ENVIRONMENTS
Service & SupportAddress customer
inquiries and problems
ENGAGEMENT CHANNELS
Copyright, © 2021 - Real Story Group
CRM & SFASalesforce Automation & Relationship Mgmt
Social Engagement
Engage in social media & communities
Email & MarketingAutomation
Manage outbound messaging
WCMManage web content & inbound experience
DAM / MAMManage image, video,
& audio assets
CONTENT & ENGAGEMENT MANAGEMENT PLATFORMS
Personalization Platforms: Customizing individual experiences
Operations HubsCreative & Content Development,
Campaign Scheduling, Resource Mgmt
Journey Orchestration EnginesOmnichannel engagement and orchestration: rules and decisions
Omnichannel Content PlatformContent object store for base components
Customer Data Platform (CDP)Definitive consumer data & segments
Intelligence Hubs: Analytics, Reporting & Visualization, Predictive Modeling, Dashboards
ENTERPRISE FOUNDATION PLATFORMS
Ads Web Email Mobile Social Print Alexa Chat Call PoS/F2F
IoT/Product
8
CHANNEL-SPECIFICContextualization
AssemblyDelivery
Interaction
ENTERPRISE-WIDECore Data
Core ContentInsights
OrchestrationPersonalization
Operational CollabOmni Availability
Broader Context: moving capabilities from individual silos to enterprise-wide availability
1) Pilates for Your Stack!
ORDER TAKING
DECISION MAKING
Advertising Generate demand
ApplicationsDeliver services
E-commerceSell things
DistributionDeliver via channel
Contact CenterAnswer questions
This Means: Get Lighter at Engagement Tier
INTERACTION & DELIVERY ENVIRONMENTS
Service & SupportAddress customer
inquiries and problems
ENGAGEMENT CHANNELS
CRM & SFASalesforce Automation & Relationship Mgmt
Social Engagement
Engage in social media & communities
Email & MarketingAutomation
Manage outbound messaging
WCMManage web content & inbound experience
DAM / MAMManage image, video,
& audio assets
CONTENT & ENGAGEMENT MANAGEMENT PLATFORMS
Ads Web Email Mobile Social Print Alexa Chat Call PoS/F2F
IoT/Product
Convert to simpler, cheaper CDP-friendly services
Simple brand management, and push components
lower
Simpler, hybrid architectures, and push
components lower
CRM as a Service: seriously decomplicate your
environment
Advertising Generate demand
ApplicationsDeliver services
E-commerceSell things
DistributionDeliver via channel
Contact CenterAnswer questions
Single Vendor Tends to Mitigate Against Efficiency and Effectiveness
INTERACTION & DELIVERY ENVIRONMENTS
Service & SupportAddress customer
inquiries and problems
ENGAGEMENT CHANNELS
Copyright, © 2021 - Real Story Group
CRM & SFASalesforce Automation & Relationship Mgmt
Social Engagement
Engage in social media & communities
Email & MarketingAutomation
Manage outbound messaging
WCMManage web content & inbound experience
DAM / MAMManage image, video,
& audio assets
CONTENT & ENGAGEMENT MANAGEMENT PLATFORMS
CIAM: Customer Identity & Access Management, and SSO
Operations HubsCreative & Content Development,
Campaign Scheduling, Resource Mgmt
Journey Orchestration EngineOmnichannel engagement and personalization: rules and decisions
Omnichannel Content PlatformContent object store for base components
Customer Data Platform (CDP)Definitive consumer data & segments
Intelligence Hubs: Processing, Analytics, Reporting & Visualization, Predictive Modeling, Dashboards
ENTERPRISE FOUNDATION PLATFORMS
Ads Web Email Mobile Social Print Alexa Chat Call PoS/F2F
IoT/Product
2Apply Design Thinking
Four Traditional Approaches to Evaluation…and a Bonus
www.realstorygroup.com
1
2
3 5
4
Copyright © 2021 RSGwww.realstorygroup.com
Suite Vendors Pure-Play Platforms
CDP Logo Landscape
Term of the Day….
www.realstorygroup.com
“Design-Thinking”
Business-focusedTeam-basedEmpiricalIterativeAdaptive
How to Filter…
EMPATHIZE (30+): Create Diverse User Stories
DEFINE (6-8): Create RFP and Vendor Shortlist
IDEATE (4): Review Proposals and Demos
PROTOTYPE (2):Hands-on Bake-off
TEST (1): Optional PoC
Testable Narratives Part Science, Part Art….
www.realstorygroup.com
Key Considerations: • Not all CDP vendors support all use cases, or support them evenly• Best practice to prioritize business importance among them
Ten Potential CDP Business Use Case Categories
Copyright © 2021 RSG 17
Advanced Customer Data Management
Outbound Marketing Campaign Support
Online Personalization & Experience Optimization
Ecommerce Recommendations & Optimization
Omnichannel & Offline Aggregation
Realtime Behavioral Analysis
B2B / Household / Channel Support
Digital Advertising Support
Loyalty & Rewards Management
Predictive Analytics
3Test, Test, Test
EMPATHIZE: Create Diverse User Stories
DEFINE (6-8): Create RFP and Vendor Shortlist
IDEATE (4): Review Proposals and Demos
PROTOTYPE (2):Hands-on Bake-off
TEST (1): Optional PoCConduct competitive proofs-of concept:
• Real scenarios• Real (“dummy”) data• Real people• Real environment
TEST
DO NOT SKIP!
Prototype
Three Subscription Offerings
Inform and empower tech selection teams with critical research and candid advice
Host executive leadership council for peer support to omnichannel stack owners
Advise stack owners on strategic decisions and technology choices
Vendor Selection Advisory Omnichannel Stack Advisory Council-Level Membership
Copyright, 2021 - Real Story Group
Stay in Touch…
[email protected]/company/realstorygrouprealstorygroup.com/try
Inquire –Connect –Sample –
