Integration Celebration: The Automation Ecosystem
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The document discusses the integration of marketing technology (martech) within associations to enhance consumer understanding and assist in predictive analytics for better product development and resource allocation. It emphasizes the need for a digital transformation that aligns marketing strategies with consumer behaviors and preferences, utilizing advanced technologies like API-connected applications and marketing automation platforms. Additionally, it highlights the importance of adapting to a mobile-first design and fostering a data-driven approach for effective lead generation and engagement.
Integration Celebration: The Automation Ecosystem
- 1. Integration Celebration: The Automation Ecosystem Suzanne Carawan Chief Marketing Officer HighRoad Solution
- 6. 2) Marketing + Technology= MarTech
- 10. • 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
- 11. • 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
- 12. Why? Custom tailored Add value to the user Delight the user WOM Repeat purchase
- 13. Does Our Organization Have an Ecosystem Designed for Understanding Consumer Behavior
- 15. Typical Association Tech Stack Aptify CMS ESP (Email Service Provider) EMS (Event) PR & Advocacy
- 16. Usage Aptify CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy User Journey People Data
- 17. Email Drives Users Aptify CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy User Journey People Data
- 18. Closed Ecosystem Aptify CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy User Journey People Data
- 19. “Free” Social Aptify CMS (Webite) ESP (Email Service Provider) EMS (Event) PR & Advocacy People Data
- 25. Conclusion: Time to Evolve to Digial
- 27. • 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
- 28. • Re-evolve the association around the consumer • Fit within the consumer’s lifestyle, tastes & preferences Digital Transformation
- 29. Let’s Re-Check in with IT
- 30. • 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
- 31. Let’s Re-Check in with Marketing
- 32. • 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
- 33. Growth budgets aligned with digital shopping experience (8-15% minimum) Oh Yes, I Went There
- 35. • 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
- 36. Email. Automation. Inbound Contact us: HighRoad Solution Name: Suzanne Carawan Phone: 703.297.8480 Email: scarawan@highroadsolution.com www.highroadsolution.com www.highroadu.com