Home Data-Driven Thinking To Be Best Positioned For 2020, Brands Must Create Strategies In 2019 To Evolve Their Mar Tech

To Be Best Positioned For 2020, Brands Must Create Strategies In 2019 To Evolve Their Mar Tech


Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Cory Munchbach, senior vice president of strategy at BlueConic.

Marketers are grappling with the roles that different technologies play in marketing operations, campaigns, measurement and more. While CMOs and their organizations have embraced tech, only a few companies – just 26%, according to Gartner – have really made marketing technology a discipline.

At the core of these technology decisions is how to choreograph marketing throughout the customer life cycle to improve business outcomes, such as competitive differentiation, unique brand experiences and higher sales.

It is critically important that marketers and technologists collaborate on the strategy, requirements and road map for any investments.

If they haven’t already started, now is the time. Auditing their current status can help them get to where they need to go. To make customer data the backbone of their marketing, brands need the right people, processes and technology.

Dedicated roles for marketing technologists

It’s not enough to have a high-level strategist who gathers requirements and runs the RFP process before adopting a new technology. Dedicated roles for marketing technologists are key.

These marketing technologists will act more like product managers for marketing technology than anything else. They’ll continually drive the vision for the marketing technology stack and understand how and where it will be used across an organization. They ensure internal teams have access to documentation and training on how to implement the technology to support their use cases. They will also work with vendors to expand use cases to align to changing or future business strategies.

I see there being two main marketing technologist positions – a team lead and at least one other individual to manage the day-to-day activities. These aren’t marketing practitioners that activate marketing programs; however, they do play a critical role in supporting the marketing teams by providing expertise on the tools themselves.

They have both technical chops and a deep understanding of the business’ use cases. I’ve seen some organizations where these marketing technologists are part of an operations team, not a marketing team.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

How customers interact with brands

When marketing technology breaks data out of each siloed system, it suddenly can be used for so much more than just optimizing marketing tactics. The data being collected and analyzed will impact the entire customer journey – but only if the proper process, people and tools are in place.

To win in 2020, marketers need to focus on how customers interact with their brands and build backwards. Processes should be developed that inform every part of the organization and account for the entire life cycle of a customer’s relationship with the brand. Every handoff from team to team that needs to happen should be documented – and then mapped to how technologies facilitate that transition. I know of one marketer who accounted for each customer touchpoint by creating a flow chart, color-coded by technology, of a buying cycle mapped by product. They aren’t thinking about the processes in terms of campaigns, but in terms of their customers.

The insights marketers have gained through an understanding of their processes will help them put their marketing technologies to work. Marketers should start with the use cases they’d like to achieve – and be ready to let go of some kinds of technology in favor of others.

Follow BlueConic (@BlueConic) and AdExchanger (@adexchanger) on Twitter.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.