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: [email protected]
www.highroadsolution.comwww.highroadu.com
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