e e eh h h hk k k ka a a am m m mp p p p G G G Ge e e er r r rh h h ha a a ar r r rd d d d v v v va a a an n n n d d d de e e er r r r B B B Bi i i ij j j jl l l l Manager Marketing Technology June 8th, 2015
waarop klanten met hun leverancier omgaan, voorgoed veranderd. Het heeft het marketingmanagement zodanig getransformeerd dat traditionele strategieën zijn verouderd. De traditionele aanpak van de marketingstrategie is niet langer duurzaam. Vandaag de dag verbinden klanten zich met een bedrijf op een manier die fundamenteel verschilt van de traditionele aanpak en via communicatiekanalen waar een bedrijf geen controle over heeft. De taak van de marketingafdeling is niet alleen het kapitaliseren van de technologische ontwikkelingen op korte termijn, maar ook het bouwen van duurzame relaties met klanten om een duurzaam en sterk bedrijf te bouwen. Vele B2C- en B2B bedrijven hebben online technologieën, waaronder diverse social media, inmiddels omarmd en zullen er de komende tijd nog intiemer mee worden. Het omarmen van ontwikkelingen op digital gebied vraagt om discipline, een strategische aanpak en structurele kenniswerving. Het opstellen, implementeren en evalueren van een digital marketing plan is een continu leer- en verbeterproces. # urgency for digital marketing # urgency for digital marketing # forces that shape the enterprise # forces that shape the enterprise # probe, sense, respond and learn # probe, sense, respond and learn # impact on business and technology alignment # impact on business and technology alignment
outline a Marketing Technology vision. It is intended for information purposes only. It is not a commitment to deliver any material, code or functionality, and should not be relied upon in making decisions. By me: I am a Marketing Technologist who specializes in combining marketing & creative strategies with enterprise & emerging technologies.
Check Out Order Order Fulfilment Fulfilment Outbound Logistics Outbound Logistics Invoicing Invoicing Order to Cash Trade Agreement Trade Agreement Purchasing Purchasing Inbound Logistics Inbound Logistics Storage Storage Payment Payment Purchase to Pay There are two main business processes within Wehkamp
us marketing channels of newspapers, magazines and direct mail. The printing press enabled a literate populace and eventually brought us marketing channels of newspapers, magazines and direct mail. Marketing 1.0 Broadcast technologies of radio and television enabled real-time communications on a mass scale created environments for effective brand storytelling. Broadcast technologies of radio and television enabled real-time communications on a mass scale created environments for effective brand storytelling. 2.0 PCs and the Internet enabled customers to search out information on their own terms and connect directly with brands’ content and commerce capabilities directly. PCs and the Internet enabled customers to search out information on their own terms and connect directly with brands’ content and commerce capabilities directly. 3.0 Customer empowerment was significantly advanced by mobile technology and social media , which enabled anytime, anywhere access to valuable information. Customer empowerment was significantly advanced by mobile technology and social media , which enabled anytime, anywhere access to valuable information. 4.0 Now, marketing clouds and communities will begin to tie the engagement channels from previous eras into meaningful individual omni- channel experiences based. Now, marketing clouds and communities will begin to tie the engagement channels from previous eras into meaningful individual omni- channel experiences based. 5.0
transformation initiatives, five pieces of advice: 1. Be credible to customers 2. Empower your employees 3. Align with the business strategy 4. Innovation internally shines through externally 5. Innovation should not be stagnant
III Understanding the customer journey and delivering relevant experiences has never been this critical Real-time Digital Marketing for Customer Relevancy Why? Non Exhausive Overview Not Available for Distribution #1 Embed in Strategy
and resources need What do we have to deliver, no matter what! Strategic goals and ambition Organizational competencies Based on Market developments and competition The need for Business Product Management and Ownership
daily basis, managing the checkout, “functioneel beheer” and assist our colleagues in using our site & systems in an optimal way. Think #Conversion The ecom way: continuous (AB) testing & improving. Think #Testing “What-side” of improvements. (bugs, improvements, e-com project) including site strategy front-end. Think #Scrum. Conversie Product Traffic The need for Business Product Management and Ownership The E-Commerce team is setup to bring Demand (customer traffic) and Supply (product) together and Convert them into Orders and Happy Customers
and User Experience Departmental boundaries between Marketing, IT, Sales, and other functions Operational boundaries between Front-office and Back-office Hierarchical boundaries between CMOs, VPs of Digital Marketing, Heads of Marketing Technology and Innovation Technology boundaries between dozens of “adtech” and “martech” categories Industry boundaries between B2B and B2C and their respective marketing tactics … #3 Agile Organizational Convergence
building capabilities on People, Process and Technology People Highlights • Add new competences and capabilities • Increase quality • Visible leadership • Can do mentality Process Highlights • Be better and more mature with Agile/Scrum • Remove all overhead and automate where possible • Business Product Ownership Technology ?
limits Not all data realtime available for digital marketing Not all data realtime available for digital marketing Personalization is limited to segments Personalization is limited to segments Difficult to run multiple AB tests at the same time Difficult to run multiple AB tests at the same time Etc. Etc.
(CI/CD) Continuous Integration and Deployment (CI/CD) Architecture and Software Development Architecture and Software Development Platform Operations Platform Operations The Marketing Technology Development team consists out of 4 tactical domains… Managing the INput WHAT Managing the INput WHAT Managing the OUTput HOW Managing the OUTput HOW Get it into production FAST Get it into production FAST Run the operation STABLE Run the operation STABLE Flexible SDLC (process) Flexible SDLC (process) Fast Software Development Life Cycle to improve time-to-market Fast Software Development Life Cycle to improve time-to-market
this? Who is doing it? Realization Development Process and SDLC (CI/CD) A B D Agile Portfolio Management C What are we going to realize? To realize our strategy day-to-day, we have put the four tactical domains in a logic process and automated a lot! Flexible SDLC (process) Flexible SDLC (process) Fast Software Development Life Cycle to improve time-to-market Fast Software Development Life Cycle to improve time-to-market
of their location Team GitHub.com • Software Source code • Technical documentation • Changes & Audit log • Jira - Backlog & Bugs • Confluence - Documentation • Bamboo - Builds & Deployment • HipChat - Team Communication • Multiple data-centers in Europa • EC2 - Servers on-demand • S3 - Secure storage • Route53 – World wide DNS The Community • High-end internet connection without restrictions • State-of-the laptop which is fun to work with • Freedom of tools focusing on results Flexible SDLC (process) Flexible SDLC (process) Fast Software Development Life Cycle to improve time-to-market Fast Software Development Life Cycle to improve time-to-market
in line with best-practices… Customer Channels Digital Commerce Marketing Automation / Operations Unstructured Analytics … Traditional Analytics General Ledger (ERP) Assortment/ Category Mgt. Distribution Mgt. Supply Mgt. … Warehousing Carriers / Delivery Points Suppliers / Alliances Payment providers External data clients Integration Data Functional Domains 3rd Parties Legend Make and Buy Make and Buy Make for competitive advantage Buy commodity functionalities Make for competitive advantage Buy commodity functionalities Non Exhausive Overview Not Available for Distribution
Blaze Via Belgium on October 16th 2014 On April 16th 2014, we decided to start building a new ecommerce platform Should be ready to host .NL in 2016 #4 Develop a Scalable and Agile Technology Eco System