Rethink your tech stack_Emarsys_Lindsay Tjepkema
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This document discusses the dangers of having too many marketing technologies, also known as a large "tech stack". It notes that on average marketers use 6-10 tools for campaigns and data management. This leads to inefficiencies like redundant costs, time wasted managing tools, and security risks from unvetted apps. The document recommends marketers assess their strategy, audit their tech stack, consolidate tools, and seek a unified marketing solution from a single vendor to reduce these problems. The key takeaways are that too much tech is inefficient and limiting, auditing and consolidating the tech stack is important, and investing in comprehensive solutions rather than individual technologies is preferable.
Rethink your tech stack_Emarsys_Lindsay Tjepkema
- 1. RethinkYourTechStack: The Dangers in the Shadows of Your Marketing Software Lindsay Tjepkema Marketing Director, Emarsys Americas
- 3. “ But first… Get ready to interact: @emarsys @BlueprintMKT #Shoporg18 Emarsys booth #416
- 4. Technology has become the purpose, not the means.
- 5. “We should be focused on marketing. But instead, we’re obsessed with technology.
- 6. All hail the tech stack.
- 7. “But wait, what’s wrong with tech stacks?
- 8. How much tech is too much tech? On average, marketers use between 6 and 10 different tools to manage campaigns and data. In 2017, 80% of marketing execs added between 1 and 5 new technologies 80%
- 9. How much tech is too much tech? 56% of marketing execs feel overwhelmed by the amount of data in their technologies. 56% 59% of marketing execs are using 2 to 5 Dashboards or Reports to understand marketing performance. 59%
- 11. The world has changed. …and so has marketing “Data-driven” has become “death by data” “
- 13. InefficientExpensive Organizational Risk The Problem with Towering Tech Stacks
- 14. Tech Stacks Are Expensive 70% of marketers believe the marketing tools they have to use include some redundancies, which is another needless cost. 70% Nearly 60% of marketing budgets go to integrating, maintaining, and managing various technology tools. 60%
- 15. Tech Stacks Are Inefficient: 82% of sales and marketing professionals lose up to an hour managing tools every day. 45% of marketers feel frustrated with monitoring and maintaining different tools. 82% 45%
- 16. Tech Stacks Present Organizational Risk By 2020, 1/3 of enterprise cyberattacks will come through applications that were not vetted by IT. – Source Gartner
- 17. Shadow IT
- 18. “Shadow IT: When teams implement technology solutions independent of their company’s IT department.
- 19. 9… 9… Shadow IT accounts for 30 to 40% of IT spending in large enterprises. 90% of CIOs worldwide are bypassed by other departments in IT purchasing decisions sometimes and 31% are bypassed routinely. On average, large enterprises use over 1,200 cloud services – and over 98% of them are Shadow IT. 30-40%
- 20. The most common culprits in your tech stack Messaging apps Physical devices, such as flash drives and other external hard drives Cloud storage Communication apps Productivity and scheduling apps
- 21. “And you just wanted to be a better marketer... ... How’s that tech stack looking now?
- 22. So, what SHOULD marketers do?
- 24. Step 1: What Do You Want to Accomplish?
- 25. Step 2: Self-Audit Your Stack • Are you effectively executing an omnichannel marketing strategy? How many tools does it take? • How much time are you spending managing your technology? • How much money are you spending on your entire tech stack? • Are members of your team spending their time managing technology? Or are they leveraging tools to be more strategic, creative marketers? • Is your tech working for YOU or are YOU working for your tech?
- 26. Rethink your tech stack.
- 27. Step 3: Seek Out the Right Tech for Your Strategy
- 28. Core ESP Behavioral Triggers Website Personalization / Web Capture / Reengagement Omni Channel Recommendations Social/Other Analytics Tech Stack vs. Unified Marketing Solution Typical Brand MarTech Setup Unified Database Unified Marketing Experience
- 29. What to look for • Provides a centralized customer database. • Gives you a single unified view of each customer. • Allows you to create, execute, and measure an omnichannel marketing strategy within a single platform. • Is developed internally by the vendor, not grown through a series of tech acquisitions.
- 30. Step 4: Work with IT to Select the Right Vendor and Implement
- 31. Reduce Your Tech Stack and Consolidate Vendors Stop buying technology. Start investing in solutions.
- 32. Key Takeaways 1. Tech is good. Too much tech isn’t so good. 2. Oversized tech stacks are inefficient, expensive, limiting, and present organizational risk. 3. Audit your tech stack and consolidate.
- 33. Lindsay Tjepkema Email: Lindsay.Tjepkema@Emarsys.com Twitter: @blueprintmkt Marketer + Machine Podcast: Emarsys.com/podcast Thank you! Get the White Paper engage.emarsys.com/dangerous-tech-stacks