Martech enablement series: Part 7 — Insights, intelligence and integration

Welcome to Part 7 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the previous sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference:

  • Part 1: What is Martech Enablement?
  • Part 2: The Race Team Analogy
  • Part 3: The Team Members
  • Part 4: Building the Team
  • Part 5: The Team Strategy
  • Part 6: Building the Car

In these previous parts, we looked at how your martech team is parallel to an automobile race team. We spent time investigating how a race team constructs their team and then builds a strategy for winning their individual races and the overall race series. We then looked at how this is also a successful approach to constructing and strategizing for a martech team, identifying this process as “martech enablement.”

As we discussed in Part 1 of this guide, martech enablement is ultimately about obtaining insights and providing tools and processes to take action to affect your marketing efforts in your marketing organization. In Part 6, we discussed “building the car” with a focus on breaking down the systems in your martech stack that allow you to take action.

In this article, we will explore the systems that provide insights and enable team collaboration. We’ll also look at tying them all together with integration approaches, tools and strategies. Once again, a shout-out to Scott Brinker for producing the “Marketing Technology Landscape” to help make sense of all the martech products available.

Insights and intelligence

When you’re driving your car, a number of tools inform you how to take action. Looking out your windshield, windows and mirrors gives you immediate data that you respond to. Additionally, you have tools like your instrument dashboard, GPS, traffic data, your radio, and even your passengers.

Race drivers and the team as a whole have sophisticated systems in and around the car that are collecting information, as well as experts to analyze the information in real time, providing actionable insights that the team can use before, during and after the race. This is a huge part of the team’s competitive advantage that they use to win races.

Part of the martech enablement process is to leverage the data within your martech stack so that experts within your team can analyze that information to provide actionable insights, so your marketing organization can win your race.

To reiterate a point made in Part 6 of this guide, a solid data strategy is one of the most important components of martech enablement. This provides the foundation for extracting and “mashing” this data in a way that you can measure. A sound approach is to understand your organization’s KPIs (key performance indicators) and craft a data strategy that supports collecting data to enable measurement of those KPIs.

Many systems and categories of tools assist in the area of gaining insights. Below is a list of some of the systems used to provide visibility and understanding:

  • Web analytics platforms
  • AI/predictive analytics
  • MPM — Marketing performance management
  • Marketing attribution systems
  • Business intelligence (BI) systems
  • Dashboards
  • Data visualization tools
  • Social media monitoring
  • Sales intelligence
  • Audience and market research data

As you progress through the martech enablement process, your “insights” toolset will grow in both size and maturity. I want to remind you to stay focused on letting this part of your stack evolve from the incremental team objectives and series and race goals. Don’t lead with a goal of creating a cool BI environment or dashboard. Let these grow out of the goals driving the martech enablement process.

Strategic vs. tactical insights

I want to spend a minute discussing the difference between strategic and tactical insights and their alignment with your team, series and race objectives. For a refresher on these, see Part 5 of this guide.

When measuring and analyzing performance against your team and series goals, you’re looking at strategic insights where understanding the current level and performance trend is desirable. Think in terms of tools that show you the results of your marketing efforts across time. A tactical insight will generally be more closely aligned with your race goals and will be a singular value or KPI.

Relating this to our race team analogy, a strategic goal could be wanting to improve the team’s average finish position from the current state to some future targeted goal. Over time, you could measure and graph the improvement and trend toward that goal.

A tactical goal might be the desire to come in third place or better in a particular race. Your insight tool could represent that number as a single KPI. That isn’t to say that you may never analyze performance trends during a race, such as average lap speed. But there are values that benefit from analyzing as a trend and others that are just fine to analyze as a current and ending value.

Team management and collaboration

When it comes to management and collaboration in the race team, both pre-race and race-day systems are needed to support the team’s operations. These tools are necessary to get things done right in your marketing organization. Good management and collaboration tools help great people be a great team. Here are some of those systems:

  • Project management
  • Workflow
  • Collaboration tools
  • Business Process Management (BPM)/Agile & Lean
  • Talent management
  • Vendor management
  • Budget and finance

The nuts, bolts, welds, hoses and wires

It’s important to have a strategy and tools to hold all of this together. There are a few strategies to contemplate with systems integration and martech. Your marketing organization will likely take several different approaches to integration. These are generally broken down into three categories: native integration, IPaaS (integration platform as a service) and custom integration.

As technology matures, and the interoperability of products grows, companies are building “connectors” that allow for the exchange of data between their products and other widely used ones. These native integrations generally require some technical implementation or configuration, but the product manufacturers have done much of the heavy lifting to allow for the exchange of data between systems they have connectors for.

IPaaS is a “suite of cloud services enabling development, execution and governance of integration flows connecting any combination of on-premises and cloud-based processes, services, applications and data within individual or across multiple organizations,” according to Gartner. These platforms enable a more systematic way of creating and controlling data exchanges between products in your martech stack.

Custom development is as it sounds: a process in which software engineers develop custom applications to create and manage data exchanges between products and systems in your martech stack. Regardless of whether you take advantage of the aforementioned native integrations or IPaaS, you will likely at some level need to leverage good technologists to do some custom integration work along your path to martech enablement.

Stack it up!

To review, all the categories of the stack between Part 6, “Building the car,” and this part, “Supporting technologies,” your cohesive martech stack is composed of the following types of systems:

Intro to Part 8: Running the series and the races

Now that we’ve gone through the people, the strategy and the stack, we can move on to the execution part of martech enablement. In Part 8 of the guide, we’ll get into how your team iteratively and incrementally moves your marketing organization toward digital transformation and maturity.

I look forward to continuing to share with you about martech enablement in Part 8 of this guide.


Some opinions expressed in this article may be those of a guest author and not necessarily MarTech Today. Staff authors are listed here.


[“Source-martechtoday”]

Asus ZenFone 4 Series India Launch Set for September 14

Asus ZenFone 4 Series India Launch Set for September 14

HIGHLIGHTS

  • Asus has sent out media invites for its next ZenFone launch
  • The event is set to be held on September 14
  • Asus may launch its selfie-focused smartphones in India

Last month, Asus launched several new ZenFone 4 models, including two selfie-focused smartphones – the Asus ZenFone 4 Selfie and Asus ZenFone 4 Selfie Pro smartphones. Now, the company has sent out media invites for an event on September 14 for the launch ‘of its latest smartphone series’. Furthermore, on its social pages, Asus has confirmed that the next ZenFone is coming next week, confirming the India launch for the ZenFone 4 series.

While there’s no clarity on which smartphones from the ZenFone 4 series will launch in India, Asus has so far, made many ZenFone 4 variants official – the ZenFone 4, ZenFone 4 Pro, ZenFone 4 Selfie, and ZenFone 4 Selfie Pro. The selfie-focused smartphones were launched first, followed by the ZenFone 4 and ZenFone 4 Pro soon after. Back in July, the Asus ZenFone 4 Max was also launched.

Asus has also simultaneously launched a #DitchTheSelfieStick campaign in India as well, hinting that probably the two selfie-focused variants may see the light of the day first. In any case, clarity on that will only be achieved at the event on September 14.

In Europe, the Asus ZenFone 4 Selfie Pro has been priced by the company at EUR 399.99 (roughly Rs. 30,050), while the ZenFone 4 Selfie is priced at EUR 299.99 (roughly Rs. 22,550). These prices are not indicative of how much they will cost in the Indian market, as taxes and government regulation play an additional and definitive deciding role in the final pricing.

As the names suggest, both smartphones are focused on selfies and come with dual cameras at front. The Asus ZenFone 4 Selfie Pro bears a front-facing dual camera setup with a 24-megapixel sensor and another 5-megapixel sensor. The ZenFone 4 Selfie on the other hand comes with a 20-megapixel sensor and another 8-megapixel sensor at the front of the handset. At rear end, both new Asus smartphones feature 16-megapixel primary cameras.

For the latest tech news and reviews, follow Gadgets 360 on Twitter, Facebook, and subscribe to our YouTube channel.

Asus ZenFone 4 Selfie

Asus ZenFone 4 Selfie

  • KEY SPECS
  • NEWS

Display

5.50-inch

Processor

1.4GHz octa-core

Front Camera

20-megapixel

Resolution

720×1280 pixels

RAM

4GB

OS

Android 7.0

Storage

64GB

Rear Camera

16-megapixel

Battery Capacity

3000mAh

Also See
  • Asus ZenFone 4 A450CG (Red, 8GB) – OFFER
    Rs.6,007
Asus ZenFone 4 Selfie Pro

Asus ZenFone 4 Selfie Pro

  • KEY SPECS
  • NEWS

Display

5.50-inch

Processor

2GHz octa-core

Front Camera

24-megapixel

Resolution

1080×1920 pixels

RAM

4GB

OS

Android 7.0

Storage

64GB

Rear Camera

16-megapixel

Battery Capacity

3000mAh

Also See
  • Asus ZenFone 4 A450CG (Red, 8GB) – OFFER
    Rs.6,007

[“Source-gadgets.ndtv”]

Reebok introduces next wave of UFC gear, including ‘UFC Legacy’ series

The UFC and Reebok announced their new Fight Night Collection on Tuesday, which includes updates to their standard gear, as well as a Legacy Series dedicated to fighters competing in the main events of pay-per-views or in championship bouts.

According to Reebok General Manager of Training Corinna Werkle, the changes are meant to further accentuate the individuality of the UFC’s athletes.

“With the new UFC Fight Night Collection, we wanted to give athletes a product that meets the quality and performance demands that they depend on in the Octagon, but also offer them an opportunity to let their unique confidence and personalities shine through,” said Werkle in a press release.

“Our design, product and research teams have spent countless hours talking to and working with the UFC athletes and MMA community to do just that. We are thrilled to debut our latest iteration of the UFC athlete fight night apparel with the new UFC Fight Night Collection and are committed to constantly reimagining and evolving the Reebok Combat collection to adapt to athlete requirements and appeal to UFC fans.”

Reebok’s exclusive apparel deal with the UFC has drawn ire from both fighters and fans alike due to issues with the distribution of sponsorship money, criticisms over the design of the gear itself, and numerous errors.

It remains to be seen if this is a step in the right direction to appeasing the athletes who have to wear the clothing and the viewers who are expected to purchase it.

The Legacy Series will make its debut at UFC 215 on Saturday in Edmonton, Alberta. Titleholders Demetrious Johnson and Amanda Nunes will sport customized walkout gear, as will respective challengers Ray Borg and Valentina Shevchenko.

Check out the gallery below to see what this weekend’s headliners will be wearing, plus additional shots featuring several UFC stars including champions Joanna Jedrzejczyk, Max Holloway, and Stipe Miocic.

[“Source-mmafighting”]

Georgia downs Georgia Tech, takes season series

April 25, 2017, Atlanta: Georgia Tech infielder Austin Wilhite takes the throw catching Georgia’s Mitchell Webb stealing second for the out during the sixth inning in a NCAA college baseball game on Tuesday, April 25, 2017, at Russ Chandler Stadium in Atlanta. Curtis Compton/[email protected]

Georgia’s season has been a bit on the forgettable side, but the Bulldogs can claim the season series with Georgia Tech for the second year in a row. Georgia exploited two fruitful innings and an effective start from Kevin Smith to beat the Yellow Jackets 7-5 at Tech’s Russ Chandler Stadium Tuesday night.

The Bulldogs, last in the SEC in ERA (5.11 coming into Tuesday’s game), have now held Tech to six runs in their two wins. Georgia beat 5-1 April 11 in Athens. Georgia will go for the sweep in the series finale at SunTrust Park May 9. The Bulldogs have not swept Tech in a season series of three or more games since 1984.

“This is a huge game for Georgia Tech fans and for us, so to lose it, just disappointing,” Tech coach Danny Hall said.

Smith went four innings, giving up five hits and walking one while giving up one run, to earn the win. Schniederjans took the loss.

Georgia (17-25) had lost six of seven after beating Tech (20-20) in Athens.

“This is our biggest rival,” Stricklin said. “For a lot of our players, for a lot of our fans, this is the biggest series of the year, no matter what, so it’s big to win the series. It’s important. They’re a good team, but to win the series means a lot to us.”

[“Source-ajc”]