This is a sanitised example of a Digital Marketing Platform Startegy / Vision.

1. Commonwealth Bank
Digital Marketing Platform
(DMP) End State Vision
Martin Walsh
2 September 2013

2. Digital Marketing
Platform (DMP) End
State Vision
It is critical to have an end state in
relation to digital applications, tools
and technology to avoid the
proliferation and duplication of
unnecessary tools but importantly
to provide a 360 contextual and
optimised operating environment
for marketers, marketing data and
customers.

3. 3
Yesterday
Evolving Digital Landscape

4. 4
Evolving Digital Landscape
“Conversations and
engagement with citizens
are changing. Customers
are time-shifting and
place-shifting; choosing
when and where to
consume information and
how to engage and
interact with brands and
government.”
Today

5. 5
Linear or fragmented website on a PC or app on a Mobile
centric thinking must change

6. 6
Google research found that 90% of our
media consumption occurs across four
screen devices – PC, television, tablet and
smartphone – and that more and more
consumers are viewing more than one
screen device at a time.
Furthermore, the findings highlight that
consumers are browsing the internet on
more than one screen device, using their
smartphone as a starting point.
*See Martin Walsh’s ‘The New Multi-Screen World’ Presentation
Linear or fragmented website on a PC or app on a Mobile
centric thinking must change*

7. 7
Multi-screen Lessons to Apply
1. The vast majority of media interactions are screen-based, and so marketing strategies
should no longer be viewed as “digital” or “traditional”. Businesses and government should
understand all of the ways that people consume media, particularly digital, and tailor
strategies to each channel.
2. Consumers turn to their devices in various contexts. Marketing and websites should reflect
the needs of a consumer on a specific screen, and conversion goals should be adjusted to
account for the inherent differences in each device.
3. The prevalence of sequential usage makes it imperative that businesses enable customers
to save their progress between devices. Saved shopping carts, “signed-in” experiences or
the ability to email progress to oneself helps keep consumers engaged, regardless of device
used to get to you.
4. Consumers rely on search to connect their experiences across screens. Not only should
brands give consumers the opportunity to find them with multi-device search campaigns,
strategies such as keyword parity across devices can ensure consumers can find the brand
when resuming their search

8. 8
Services, Not Structures
Make capabilities available through flexible
components and, where appropriate, through APIs.
Connectivity
All component capabilities and even foundational
capabilities should have out-of-the-box connectivity
through API’s or connectors.
Get Measurement Religion
Measurement must be considered throughout
capability development. New skills and processes
must be developed. We can’t manage what we don’t
measure.
Foundation Partnerships
Foundation capabilities are critical, and require
significant new internal and external partnerships to
ensure success.
Customer Scenarios
Flexibility in capability enablement, and long-term
work towards holistic customer data are critical.
Accessibility / Compatibility
Make content and features accessible for customers
access across all screens / devices using Web and
Digital Standards such as HTML5 (where possible).
Implications for DMP Roadmap

9. 9
SERVICES, NOT STRUCTURES
• Avoid monolithic & inflexible program and
capability structures.
• Create flexible services that can be integrated into,
and across different applications and systems and
importantly the different customer scenarios
Guiding Principles

10. 10
OUT OF THE BOX CONNECTIVITY
• All component capabilities and even foundational
capabilities should have out-of-the-box
connectivity through API’s or connectors.
• This ensures that the entire platform exchanges
data and functionality in context of an entire
customer lifecycle and critically in context of
marketing operations ensuring day to day work by
marketers is streamlined as much as possible.
Guiding Principles

11. 11
GET MEASUREMENT RELIGION
• Measurement must be integrated holistically into
program planning
• We cannot manage what we don’t measure and in
order to satisfy customer needs we must become data
driven
• Effective measurement requires a cultural shift, with
new skills to analyze and execute
• Measurement enablement must evolve and be
considered in all aspects of capability delivery
• Equal weighting and investment must be placed across
both Qualitative and Quantitative measurement
Guiding Principles

12. 12
PARTNERSHIPS MUST BE FORGED INTERNALLY AND EXTERNALLY
TO CREATE SUCCESS WITH OUR CAPABILITIES
• Business Intelligence, Customer Data Management, Customer
Engagement and Content Development & Management are
essential to the success of all programs, but are the least
accounted for in current ownership plan
• Access to the best but most relevant technologies, devices and
innovation is essential to maintaining relevance and service
excellence. Strategic partnerships with the right companies is
crucial for this insight and access.
• Roadmap development and execution requires successful
partnership with owners of each foundation capability, business
processes as well as relevant external organisations who live and
breathe technology and innovation but who are centered around
customer excellence.
Guiding Principles

13. 13
COMPELLING CUSTOMER EXPERIENCES REQUIRE A
HOLISTIC APPROACH TO ENGAGEMENT ACROSS
TOUCHPOINTS
• Customer scenarios and Personas are useful tools in
understanding customer’s needs and wants in a
specific moment in time
• Quality customer engagement requires greater insight
into the entire customer experience from media to
channels to devices
• This requires a flexible approach to delivering
capabilities, and access to holistic customer data
Guiding Principles

14. 14
ACCESSIBILITY AND COMPATIBILITY ARE CRITICAL TO ENSURE ALL
CUSTOMERS HAVE EQUAL ACCESS
• Content, features and functionality must be, where appropriate
accessible for all citizens, ie. including those with disabilities or
lower social-economic backgrounds
• The same applies for non-English speaking backgrounds. Services
& information should be available in multiple languages
• Importantly, to avoid fragmentation and favouring one audience vs
another, this content, features & functionality must be available
across all screens / devices
• (For example, where possible always build with HTML5 & Responsive
Web Design principles vs native apps. However if a native app is
required then it should be available on all platforms simultaneously
so as not to alienate customers)
Guiding Principles

15. Page 15
Vision for DMP

16. 16
Vision: A Digital Marketing Platform empowers CBA to create measurable, unified, compelling
experiences for customers, drive exposure, engagement, conversion and satisfaction in an agile,
productive, efficient and effective way.
Best Practices
Component
Capabilities
Evangelism
MarketingCommunityDigitalMarketingPlatformCustomerexperienceTouchpoints
Foundation
Capabilities
Digital Marketing Excellence, enabled through flexible services
and backed by leadership and guidance.
Relevant and Engaging Customer Experience
Home page Sites Search Network Advertising Social Outposts

17. 17
MarketingCommunityDigitalMarketingPlatformCustomerexperienceTouchpoints
Foundational
Capabilities
Digital Marketing Excellence, enabled through flexible services
and backed by leadership and guidance.
Relevant and Engaging Customer Experience
Content
Management
Measurement /
BI /
Multivariate
Testing
CRM / Customer
Data
Management
Home page Sites Search Network Advertising Social Outposts
Marketing
Automation /
Email
Social
Enterprise
Network
Platform as a Service (PaaS)
Sales Force
Automation /
Workflow
Foundational Capabilities: This critical layer of capability is about what we mandate across the
organization to ensure there is no duplication of core capabilities and that they all work together in an
integrated way. This type of capability will not typically be renewed or replaced within a 3-7 year
window.
Marketing
Resource
Management

18. 18
MarketingCommunityDigitalMarketingPlatformCustomerexperienceTouchpoints
Component
Capabilities
Digital Marketing Excellence, enabled through flexible services
and backed by leadership and guidance.
Relevant and Engaging Customer Experience
Audio, Video,
Photos
Downloads
Maps
Online
Advertising
Search
Social Media
E-Commerce
Chat
home page Sites Search Network Advertising Social Outposts
Help / Knowledge
Base
Calendars /
Events
Notifications /
Alerts
Component Capabilities: These component capabilities are feature set’s which can be changed / switched out if need be
based on technological improvements or commercial reasons. These component capabilities need to work out-of-the-box
with the foundational capabilities and other component capabilities and they would be ‘certified’ for use. In some limited
cases, a large organization might have the need for multiple chat clients. However, individual business divisions would only
be allowed to use those providers which have been certified to work with all the key components of the platform.
Technology is changing so rapidly that components in this layer might be changed within 2-3 year time frames.
Content
Marketing

19. 19
Bringing it all together: A Digital Marketing Platform is only ever effective if 90% of the focus is on people
(customers & staff), skills and processes and not the technology. This type of DMP is also agile and flexible
enough to deal with future disruption, new channels and new technologies and it is typically made up mostly
of SaaS applications vs proprietary software on our own infrastructure.
Content Management
System
Business Intelligence,
A/B & Multivariate
Testing
CRM / Customer Data
Management
Websites
Digital
Advertising
Mobile E-Mail Search
Emerging
Platforms
Maps Downloads
Audio, Video,
Photos
Search
Help /
Knowledge
Base
Evangelism | Centres Of Excellence | Best Practices | Playbooks | Case Studies | Platform Building | Innovation Pilots
Foundation
Capabilities
Component
Capabilities
Marketing
CommunityTouchpointsUsers
Social
Media
Relevant and Engaging Customer Experience
Social
Media
Consoles
Ecommerce Chat
Calendar /
Events
Notifications
/ Alerts
Marketing Automation /
Email
Social Enterprise
Network
PaaS (Platform as a Service)
Sales Force Automation
/ Workflow
Online
Advertising
Content
Marketing
Marketing Resource
Management

20. Page 20
Focus areas and high level roadmap

21. 21
DMP Focus Areas and High-Level Roadmap
Content
Management
System
Measurement /
BI CRM /
Customer Data
ManagementMultivariate
Testing
Marketing will drive mandate for the DMP foundational capabilities
Marketing will manage development of DMP component capabilities
Audio & Video Downloads
Help / Knowledge
Base
Notifications /
Alerts
Online
Advertising
Search Social Media E-Commerce
Combination of mandate and manage
Maps Content Marketing
Chat
Marketing
Automation /
Email
Social
Enterprise
Network
Sales
Automation /
Workflow
Platform as a Service
Calendar / Events
Marketing
Resource
Management
(MRM)

22. 22
Foundational
Capabilities
Content Management
System
Measurement / BI
CRM / Customer Data
Management
Current H1FY13 H2FY13 H1FY14 H2FY14
Develop POV Invest & Test
Scale &
Standardize
Develop POV
Scale &
Standardize
Develop POV
Multivariate Testing
Develop POV
Marketing will drive mandate for the
DMP foundational capabilities
Invest & Test
Scale &
Standardize
Invest & Test
Marketing Automation
/ Email
Develop POV Invest & Test
Scale &
Standardize
Social Enterprise
Network
Develop POV Invest & Test
Scale &
Standardize
Sales Workflow /
Automation
Develop POV Invest & Test
Scale &
Standardize
Platform as a Service
(PaaS)
Develop POV Invest & Test
Scale &
Standardize
Mature –
Sustain
Mature –
Sustain
Mature –
Sustain
Mature –
Sustain
Mature –
Sustain
Mature –
Sustain
Mature –
Sustain
DMP Focus Areas and High-Level Roadmap

23. 23
DMP Focus Areas and High-Level Roadmap
Component
Capabilities
Current H1FY13 H2FY13 H1FY14 H2FY14
Invest & TestVideo & Audio
Downloads
Help /
Knowledge Base
Calendar /
Events
Marketing will manage development of
the DMP component capabilities
Mature –
Sustain
Mature –
Sustain
Scale &
Standardize
Mature –
Sustain
Scale &
Standardize
Scale &
Standardize
Develop POV
Develop POV
Develop POV Invest & Test
Invest & Test
Invest & Test
Mature –
Optimize
Mature –
Sustain
Scale &
Standardize
Scale &
Standardize
Scale &
Standardize
Mature –
Optimize
Mature –
Optimize
Notifications /
Alerts
Scale &
Standardize
Mature –
Optimize
Mature –
Sustain
Develop POV Invest & Test
Content
Marketing
Invest & Test
Scale &
Standardize
Scale &
Standardize
Mature –
Optimize
Mature –
Sustain

24. 24
DMP Focus Areas and High-Level Roadmap
Component
Capabilities
Current H1FY13 H2FY13 H1FY14 H2FY14
Mature –
Optimize
Online
Advertising
Search
Social Media
E-Commerce
Marketing will manage development of
the DMP component capabilities
Invest & Test Invest & Test
Mature –
Sustain
Scale &
Standardize
Invest & Test Invest & Test
Develop POV Invest & Test
Chat Invest & Test
Maps Invest & Test
Invest & Test
Develop POV
Develop POV
Mature –
Optimize
Mature –
Optimize
Scale &
Standardize
Scale &
Standardize
Scale &
Standardize
Scale &
Standardize
Invest & Test
Scale &
Standardize
Scale &
Standardize
Mature –
Sustain
Scale &
Standardize
Mature –
Optimize
Scale &
Standardize
Mature –
Sustain
Scale &
Standardize
Mature –
Optimize
Scale &
Standardize

25. 25
+
Marketing Data CRM / Sales Data
SEO Management
Paid Search
Live Chat Inc.
Content Management
Social CRM
Online Events
Content Marketing
Ad Retargeting
Example: World Class Digital Marketing Platform
Web Analytics
Marketing Automation

26. A High-level, strategic plan of how to get from “current state” to the desired Marketing Data Platform
Vision
• Articulates the Marketing business vision and objectives to be enabled through a data platform
• Provides direct alignment between the business objectives and the technical requirements
• Prioritizes technology requirements through distinct Business-Enabling phases
• Presents a logical and manageable way to measure the development of the technology
What is the
Marketing
Information
Roadmap?
Why is the
Marketing
Information
Roadmap
important?
The Roadmap will provide an actionable business plan that will support:
• Organizational alignment of business priorities – a consensus-building tool
• A well defined and easily managed scope for the Enterprise Data Warehouse (EDW) and other related data
platform initiatives
• A technical solution that is determined by business needs
• Identification of “Quick-Win” opportunities that can provide value to the business prior to end-state
completion
When does the
Marketing
Information
Roadmap get
created?
For traditional ITLC projects, the Roadmap is created during the Envisioning Phase prior to Business
Requirements:
Business Envisioning
Information
Roadmap
Business
Requirements
Functional
Requirements
Detailed Design Development
Launch &
Evaluate
Visioning &
Strategic Plan
Work processes &
requirements
Application
Testing, Training &
Deployment
Logical
Architecture &
Technical workflow
Physical
Architecture &
Data Design
Application
Development
What are the
components of
the Marketing
Information
Roadmap?
• Phases – from left to right, a time-based view of “current-state” to “future-state”
• Business Focus – High-Level business goals and objectives to be enabled by the data platform
• Business Actions – The specific business activities that must be enabled to support the Business Focus (the
“what”)
• Enablers – The areas that support the successful execution of the Business Actions through the transformation
(the “how”), including:
•Business Architecture, Processes & Governance, Data Quality, Data Acquisition & Integration, and Data
Distribution & Usage
Marketing Information Roadmap Overview
Marketing Information Roadmap
The success or failure of any advertising, marketing, digital or social
program is information & data. We cannot manage what we don’t measure
but we need a strategic program and good governance to unify and connect
data and make it available to systems and marketers in real-time.
EXAMPLE ONLY
Digital Marketing Platform

27. Analytics
• Customer and prospect data is available and accessible for all global and local
sources
• Ability to query, manipulate, and analyze high volumes of data (i.e. 50m
organizations, 500M personas)
• Ability to acquire, associate, and assign Individual profiles / personas
Campaign Targeting
• Ability to define and store business rules for customer contact history is
enabled
• Ability to securely transfer PII
• Ability to store and maintain campaign calendar
• Ability to update and access Subsidiary partition(s)
• Campaign priority and scheduling rules are stored
• Partner targeting is enabled
Reporting & Measurement
• MS.com clickthrough  Delivered impressions, Digital impact
• Subsidiary scorecards  DSAT, CSAT, Atlas
• Engagement Index metrics
• Marketing Effectiveness  Global and Customer campaigns, product /
segment-specific programs
To create a flexible, standardized, and centralized marketing data platform through prioritized Business-Enabling
phases that:
•Acquires, Integrates, and Distributes all relevant customer and partner data, both commercial and consumer
• Enables insight into customer behavior and needs and marketing campaign effectiveness
•Uses MIO and the Enterprise Data Warehouse (EDW) to turn Insight into Action!
Phase 1 Phase 2 Phase 3
Business Actions
Business
Architecture
Data Acquisition &
Integration
Data Distribution &
Usage
Processes &
Governance
• Enable Organization-based Behavior Analysis
• Understand purchases by Organization (products, revenue, partner )
• Enable focused Customer Analytics predictive modeling
• Using shared integrated data to create Analytics models
• Marketers accessing selected scores through current targeting platform
• Enable and support high-value business initiatives
• MMRP, Anti-Piracy, CLP TPID mapping, Segment of One, Digital Ignition
• Production strength infrastructure platform is established
• Select key global data sources are acquired and integrated
• Integration / Linkage available through MSO
• Sandbox integration / linkage utilizing MIO is available for ad-hoc analysis
• Validation and rationalization of relevant data models is completed
• Point-in-time and historical data is stored and accessible
• Target integration architecture is developed and rationalized
• Pilot to acquire and integrate local / 3rd party data store
Analytics
• Access to integrated data made available for ad-hoc GRMG Analytics utilization
• Ability to perform ad-hoc data analysis off of MIO-integrated sandbox environment
• Ability to load and integrate selected model scores that are created offline through
a standardized process, including (but not limited to) Opportunity Conversion, Next
Logical Product (NLP), X-sell , Early Adopter, WW Anti-Piracy, Customer Future
Value
• Historical model scores and engagement results are managed offline
• Sandbox available for Analytics power use
Campaign Targeting
• Limited ad-hoc organization and individual analysis enabled
• Limited ad-hoc data / list export available for input to EMMA
• Ability to access limited Org-based Analytics model scores through EMMA
Reporting & Measurement
• Opportunity analysis  Conversion rate, newly created, existing opportunities that
are “optimized” by marketing
• Organization  Revenue by organization (e.g. Purchase history, products, revenue,
partner), segmentation
• Baseline Individual data  Engagement analysis, segmentation, contactability
• Ad-hoc analysis  MSO, MSSales, Siebel, or MIO-based
SourcesSubject Area
• Established standards for baseline distribution
• Business rules for data processing, reconciliation, transformation, exception
handling, and error checking / handling are defined and implemented
• Limited ad-hoc access is enabled and managed by user type
• Microsoft privacy-guidelines are adhered to for PII access
• Historical, recency, and precedence guidelines are defined
• Source system and attribute sequencing defined
Analytics
• Customer Analytics power-user mart is created and enabled for live analytic modeling,
storage of scores, and ad-hoc access to scores
• Ability to load and integrate specific Customer Analytics models created offline or online,
including select Individual models, including (but not limited to) IW Behavioral analysis,
CMG Engagement Index, CSAT Behavioral analysis, IT Pro Look-a-like, BCC Scorecard
Campaign Targeting
• Individual and critical engagement data is available and query-able – i.e., events,
newsletters, subscriptions, online registrations
• Ability to store and access customer / campaign contact history and campaign metadata
• Ability to store and save list pull results
• Ability to import / update lists and data sets based on post-list processing
• Ability to apply global and local suppression
Reporting & Measurement
• Pilot marketing campaign effectiveness via ad-hoc and standardized reports  MQPs
generated, event attendance, newsletter registrations, etc.
• Individual & Behavioral Analysis  Broad Customer Connection (BCC), Engagement metrics
• Marketing Budget  Investment map, Campaign treatment
• Connected Sales and Marketing  Lead / Opportunity analysis
• Contactable Universe  Subsidiary / segment / audience
• Additional global data sources are acquired and integrated
• Integration / Linkage available through MIO
• Marketing data mart infrastructure is established and rationalized against Geneva
• Supports Analytics, Campaign Targeting, and Reporting & Measurement
• Select GMP tools are integrated / onboarded to the EDW (e.g. EMMA, CSTAR)
• Baseline marketing campaign KPIs defined & measured (MQPs, Opty conversion, etc.)
• Ability to create views and snapshots – custom and standardized
• Full integration of relevant GMP tools
• BMO / ROB Scorecard is a standard report available for export
• Subsidiary scorecards are also enabled
• Ability to import and integrate external data sources
• Ability to create and store user-generated reports
• Business marketing KPIs and driving factors are optimized based on data
analysis & reporting
• Software + Services business model data collection/management is enabled
• Change request and prioritization process developed
• Data dictionary completed and available
• User adoption, integration, and training plan is defined and available for specific users
• Post-list processing management and governance defined and implemented
• Retention guidelines established
• EDW access certification required
• User training is available; standardized new-user onboarding support
• Change and update audit capabilities are defined
• Source system update schedule is daily / weekly (source system dependent)
• Retention guidelines implemented
• Data traceability is established
• Data backout and/or reload processing defined and implemented
• Support the quality and relevance of Marketing activities
• Advance sales and marketing efforts through up/cross-sell, next logical product /
engagement, and license compliancy risk targeting
• Understand and utilize customer loyalty and retention drivers
• Correlate marketing efforts to CPE and drive actions based on results
• Enable tracking and visibility into the company marketing investment
• Drive understanding of and reduce the marketing cost per dollar of revenue
• Support the optimization of marketing activities and investment
• Reconcile marketing investment with actual campaign performance to
drive accountability and base budget prioritization
• Enable online (authenticated and anonymous) user analysis and
personalization
• Optimize marketing process and productivity improvements
• Reduce data-related management costs and customer privacy risks
Business Focus
Enable deep understanding of Organizations
and their interactions with Microsoft
Data Quality
• Data quality, metrics, and mgmt plan defined in accordance w/the IQC
• Parenting and Segmentation business rules are defined and instantiated
• Minimum Data Requirements are defined and implemented
• Metadata /taxonomy changes update processes defined in accordance with the IQC
• Data capture (SIP / SOP) standards are defined and implemented for source
transactional systems
Organization MSO, PMC
Individual MSO, Siebel, LIR
Revenue MSSales
Product MSSales
Agreement MSSales, LIR
Segmentation MSSales, MMBC
Opportunity Siebel
Account Siebel, PMC
Activity Siebel
Domain / Reference Data Feedstore (other)
Consumption CSAT DB, WWE
Organization MIO
Individual & Persona MIO
Revenue MBS Dynamics
Product MBS Dynamics
Consumption MSI,
Event WWE
License Position MLS Analytics
Contact Management History EMMA
Budget MAPSS
Campaign CSTAR, MAPSS
Privacy MIO
SourcesSubject Area SourcesSubject Area
Internal Organization MSSales
Employee HC01
Individual & Persona UPS, CIQ, CI
Consumption UPS, CIQ, CI
Clickstream / Consumption MS.com
Product MS Product
Pricing MS Product
Partner UPP
Enable deep understanding of Individuals and
Marketing campaign responses
Enable deep understanding of digital
marketing + services delivery
• Individual assignment to Organization is managed
• Ability to link multiple personas is supported
• Consolidated contact history is enabled
Digital Marketing Platform
To create a flexible,
standardized, and centralized
marketing data platform through
prioritized Business-Enabling
phases that:
• Acquires, Integrates, and
Distributes all relevant
customer and partner data,
both commercial and
consumer
• Enables insight into customer
behavior and needs and
marketing campaign
effectiveness
• Uses MIO and the Enterprise
Data Warehouse (EDW) to
turn Insight into Action!
EXAMPLE ONLY

28. Marketing Information Roadmap Summary
(detailed version on next slide)
Proof of Concepts
(POC)
Data Acquisition
& Integration
Processes &
Governance
Business
Actions
Use SFDC, Marketo & the Enterprise Data Warehouse (EDW) to turn Insight into Action!
Enable insight into customer behavior and needs and marketing campaign effectiveness
Phase 1 Phase 2 Phase 3
Business Focus
Enable deep understanding of Organizations and
their interactions with Commonwealth Bank
Enable deep understanding of Individuals,
Marketing campaign responses & Sales
Enable deep understanding of marketing + sales
+ services delivery
Definition
Acquire, Integrate, and Distribute all relevant customer and partner data, both commercial and consumer
To create a flexible, standardized, and centralized marketing data platform through prioritized Business-Enabling phases
The Marketing Data
Platform Vision
• Understand purchases by Organization
(products, revenue, partner )
• Enable focused Customer Analytics
predictive modeling
• Enable and support high-value business
initiatives, i.e. Foundation Programs
• Understand and utilize customer loyalty and
retention drivers
• Correlate marketing efforts to CPE and drive
actions based on results
• Drive understanding of and reduce the
marketing cost per dollar of revenue
• Enable online (authenticated and anonymous)
user analysis and personalization
• Reconcile marketing investment with actual
campaign performance to drive accountability
and base budget prioritization
• Production strength infrastructure platform is
established
• Integration / Linkage available through Siebel
• Validation and rationalization of relevant data
models is completed
• Marketing data mart infrastructure is
established, including Analytics Power-Mart
• Select marketing tools are integrated /
onboarded to the EDW
• Online & Anonymous Data Store click-thru
data is available for analysis & trending
• Ability to import and integrate external data
sources
• Established standards for baseline distribution
• Business rules for data processing,
reconciliation, transformation, exception
handling, and error checking / handling are
defined and implemented
• User adoption, integration, and training plan is
defined and available for specific users
• Post-list processing management and
governance defined and implemented
• User training is available; standardized new-
user onboarding support
• Source system update schedule is daily /
weekly (source system dependent)
• Retention guidelines implemented
• Data quality, metrics, and mgmt plan defined
in accordance w/the IQC
• Parenting and Segmentation business rules are
defined and instantiated
• Metadata /taxonomy changes update processes
defined in accordance with the IQC
• Data capture standards are defined and
implemented for source transactional systems
• Analytics – Ability to load and integrate
selected Org-based Analytics model scores
that are created offline
• Targeting – Ability to access limited Analytics
model scores through SFDC & Google
• Rptg & Measure  Org behavioral analysis
• Analytics – Live analysis & predictive
modeling, storage of scores, and access to
scores is enabled
• Analytics & Targeting – Individual and critical
engagement data is available
• Rptg & Measure  Ind behavioral analysis
• Analytics – Customer & prospect data is
available for all global and local sources
• Targeting – Ability to define and store
business rules for customer contact history
• Rptg & Measurement  mactel.com activity
(Delivered impressions, Digital impact)
Organization (CRISP), Individual (CRISP, SFDC,
Marketo), Revenue (SFDC), Opportunity (SFDC),
Domain Data
Organization (CRISP, Individual (CRISP, SFDC,
Marketo), Persona (Marketo), Revenue (SFDC),
Engagement (Marketo), Budget (SFDC)
Employee, Individual, Persona , Clickstream /
Click-thru, Lifetime Value, Propensity Models,
Product
• Individual assignment to Organization is
managed
• Ability to link multiple personas is supported
• Consolidated contact history is enabled
Business activities necessary to achieve
the Business Focus that will be enabled
before the end of each Phase
The prioritized Guiding Principle behind
each Phase
Data about customers, partners,
transactions, etc., required to support the
Business Actions (not an exhaustive list)
Infrastructure and Integration
requirements necessary to support the
Business Actions
Policies and processes that need to be
locked in order to support the Business
Actions
Requirements around accuracy,
timeliness and completeness of the
integrated data required to support the
Business Actions
Key tactical user scenarios and usage
capabilities
Selected High-Value exploratory
projects
• mactel.com / WebTrends activity tracking
• Relationship Programs
• Illegal Parenting
• SFDC & Marketo Integration / Onboarding
• CLP – agreement assignment
• Digital Ignition scorecard
Data Distribution
& Usage
Data
Quality
Business
Architecture
Digital Marketing Platform
EXAMPLE ONLY

29. Marketing Data Platform Vision
Enterprise Data Warehouse
Part of the Future Vision Would be to Map the Enablement of the Marketing
Process through the Marketing Data Platform.
Digital Marketing
Platform
Campaign Execution
Central Data
Store
Analytics
Marketo
Model Scores used for
Customer Targeting
Organization &
Individual Master
Individual, Organization,
Engagement Information
Campaign Contact List
& Management
Outbound Inbound
• RM Comms (Email,
Dmail, Telephone,
etc.)
Updated / Captured information fed back through Operational Systems
• Content
• Customer Profile
• Engagement Data
• Customer Support
• Impressions & Click-Thru
Analysis
Lead Response
Management
In-Campaign ManagementSFDC
OTHER
MacView
1
Source operational systems capture transactional information and feed data to the Enterprise Data Warehouse (EDW)
Use CRISP as the Enterprise master of Individuals and Organizations for integration across operational applications
The EDW acquires, integrates, and provides the distribution for every kind of information relevant to Marketers
Enhanced Customer Analytics function is enabled – used to analyze (measure, predict, optimize) customer behavior
Marketing processes, systems, and tools will be able to leverage company-wide data assets under one common platform
The DMP acts as an integrated marketing platform where relevant and personalized information is presented and captured
Campaign performance and effectiveness is measured consistently and used for future campaign planning and execution
1
3
6
5
4
3
2
4
6
5
Reporting &
Measurement
Cubes Reports
CRISP
Mart
Mart
Mart
Staging
Staging
Staging
Email
(Marketo)
Events
(Citrix)
Register
(Marketo)
Campaign
Tracking
(Marketo)7
Lead
Routing
(SFDC)
User
Interface
CRISP
7
2
Marketo
EXAMPLE ONLY

30. PaaS (Platform As A
Service)
At its core, PaaS eliminates the
expense and complexity of
evaluating, buying, configuring,
and managing all the hardware
and software needed for custom-
built and or common organisational
applications.

31. 31
What is Platform as a Service (Paas)?
At its core, Platform as a Service (PaaS) eliminates
the expense and complexity of evaluating, buying,
configuring, and managing all the hardware and
software needed for custom-built applications.
"Cloud computing" has dramatically changed how
business applications are built and run. Delivering a
new application is now as fast as opening your
internet browser. Platform as a service-- or PaaS-- is
a proven model for running applications without the
hassle of maintaining the hardware and software
infrastructure.
Organisations of all sizes have adopted PaaS
solutions like Salesforce.com for simplicity, scalability
and reliability.
And PaaS applications always have the latest
features without constant upgrade pain.

32. 32
Technology is an input, not an Experience
Achieving the technical simplification and affordable access of a Digital By Default, Multi-Tenant Architecture,
requires a complete rethinking of how to deliver innovative IT function, whether the intended user is the
individual or the enterprise.
At a global scale, it’s unthinkable to require wasteful and error prone duplication of IT assets that add no
distinctive value. The fraction of the world’s hard disk space that holds essentially identical (and redundantly
maintained) copies of operating systems and database engines is enormous today; potentially crippling
tomorrow.
What’s needed instead is a model in which all common capability is shared, while all distinctive assets—
whether data, logic, or definitions of end-user experience—are rigorously and securely partitioned. A single
foundation of code is shared by all users, while all other assets are represented to that shared platform as
metadata.

33. 33
Technology is an input, not an Experience
• Partitioning of data, rather than being expensively achieved by deploying multiple instances of a code
stack, becomes instead an element of the platform’s design—in the same way that buyers on eBay or
Amazon.com have confidential access to their individual purchase histories.
• Customization of application behaviour, rather than being done by modifying application code, is done
instead by configuring metadata that’s invoked on a user-by-user basis—in the same way that different
users of the “iGoogle” personal home page see different arrangements of information and function when
logging in to that shared service.
This model can be compared to an apartment building, with tenants sharing the costs of lobby services and
laundry rooms and other key facilities while still having locks on their own doors and freedom to decorate their
own rooms—hence the label of “multi-tenant architecture.”
Broad statements about the limitations of multi-tenant architecture are often inaccurate generalisations
describing shallow designs. There is no inherent reason why metadata representation can not accommodate
the full scope of innovator’s originality – but platform choice requires due diligence in recognising differences
in depth.

34. 34
Traditional Model is Broken
Building and running on-premise applications has always been complex, expensive, and slow. Each
application requires hardware, an operating system, a database, middleware, Web servers, and other
software.
Once the stack was assembled, a team of developers had to navigate frameworks like J2EE and .NET. A
team of network, database, and system management experts is then needed to keep everything up and
running. Inevitably, a business requirement would require a change to the application, which would then kick
off another lengthy development, test, and redeployment cycle.
Additionally, large companies often needed specialized facilities to house their data centres and a team to
maintain them. Enormous amounts of electricity were also needed to power the servers as well as the
systems to keep them cool. Finally, a failover site was needed to mirror the data centre so information could
be replicated in case of a disaster.
Applications built with this complexity and infrastructure are difficult to scale for spikes in usage and demands,
they are brittle to update as the business needs change, and they are difficult to make mobile and social.

35. 35
It’s essential to appreciate that the protections of multi-tenancy are not restrictions. Non-proprietary interface
conventions, in particular those of Web services, allow multiple providers of platforms and resources to offer
complementary environments and tools.
For every integration scenario—custom coding, native connectors to specific software products, middleware
layers facilitating multi-way integration, coupling with personal productivity applications, or user interface
integrations of the type often dubbed the “mash-up”—there are options available that let innovators choose
their own balance between flexibility, capability, and speed of solution deployment while still gaining the full
advantages of a Platform as a Service.
Privacy is not confinement

36. 36 Commonwealth Bank of Australia / Presentation Title / Confidential
Organisations are demanding new applications, IT is
struggling with existing platforms…

37. 37
The New Model: Cloud Apps
Just as Amazon.com, eBay, Google, iTunes, and YouTube made it possible to access new capabilities and
new markets through a Web browser, PaaS offers a faster, more cost-effective model for application
development and delivery.
PaaS provides all the infrastructure needed to develop and run applications over the Internet. Users can
access custom apps built in the cloud, just like their SaaS apps, while IT departments and ISVs can focus on
innovation instead of complex infrastructure. By leveraging PaaS, organizations can redirect a significant
portion of their budgets from “keeping the lights on” to creating applications that provide real business value.
PaaS is driving a new era of mass innovation and business agility. For the first time, developers can focus on
application expertise for their business, not managing complex hardware and software infrastructure.
In many cases many of the applications which a business needs for specific solutions already exists.

38. 38
The New Model: Cloud Apps
An example is the Salesforce AppExchange. This AppExchange contains tens of thousands of apps from third
party vendors and some from Salesforce themself for everything from Marketing Automation, Sales, Sales
Commission Management, ERP, Analytics, Customer Service to IT and Administration. You simply trial it and
or buy it and you press a button and the app is installed onto your PaaS.
If a specific app doesn’t exist then it can be developed by the client themself using a common platform and
common code base but with services inherently built in – for example; infrastructure services, workflow &
automation services, application services, platform services, operations services and so on. But even in this
case instead of modifying application code the customisation of application behaviour is done instead by
configuring metadata which is invoked on a user by user basis.

39. 39
PaaS Flips our Technology Focus from Operations to
Innovation

40. 40
Typical Built in PaaS Services
OOur
Innovative
‘Apps’

41. 41
Benefits of PaaS
1. Each platform component is provided as a service. For example: middleware –as-a -service ,
platform –as-a -service, messaging –as-a -service, integration –as-a –service, workflow –as-a-
service, communication-as-a-service.
2. Provides services required to support the complete life cycle of building and delivering
applications and services internally and or on the internet or any other mobile or tablet device.
3. Provides services to deploy, test, host and maintain application in the same integrated
development environment (IDE).
4. Service provisioning includes multiple users concurrently using the same integrated application
development environment.
5. Being a cloud offering, it follows cloud service model – pay per use / pay per go pricing model,
where there is no need to buy the software, middleware or full year license; its pay on the basis
of usage.
People want PaaS: Nearly 60 percent of
companies say they will deploy PaaS soon.
Nov 2012 Engine Yard Survey

42. 42
Benefits of PaaS
6. PaaS reduces TCO (Total Cost of Ownership), there is no need to buy all the system, software, platforms,
tools and kits needed to build, run and deploy the application. Users can only rent them for the period for
which services will be used. It changes the cost structure from Capital expense (Capex) to Opex
(Operational expense) for an enterprise.
7. Built in scalability and elasticity to provide same efficiency and experience irrespective of load and usage.
8. PaaS is a perfect match for agile software development methodologies. An agile software development
methodology is based on iterative and incremental development which may require iterations in need of
software and other middleware platforms with progress and hence PaaS is the right match for agile
application development methodology.
9. PaaS helps in the rapid construction of applications in the cloud by providing the necessary elements such
as workflow amenities that are essential to the creation of a business application.
10. With PaaS, operating system features can be changed and upgraded frequently. Geographically
distributed development teams can work together on software development projects.

43. 43
Benefits of PaaS
Real companies see real results, fast
The actual benefits achieved by companies using PaaS have been both quantifiable and substantial. Here are
highlights of the results that two companies have achieved:

44. 44
Benefits of PaaS
Applications running on PaaS are seen as “business-critical,” operational improvement was most often cited as
an important driver for PaaS adoption. Specifically, three categories of benefits were mentioned above all
others:

45. 45
Example: 2012 Obama for America Presidential Campaign
Many of the specific requirements needed by the Obama Presidential Campaign were different from each
other but most shared common core capabilities. Instead of trying to build or even buy separate applications
from different vendors and paying an ISV or consultants to integrate everything and build layers between
them, the Obama team chose a Platform as a Service; Salesforce.
In less than 3 weeks, the Obama Campaign was able to configure, launch & operate:
• Constituent Correspondence
• Contact Centre handling email, social media, online forms and phone
• State Campaigns Budget Management
• Surrogate Engagement and Event Management
• Digital Analytics & Measurement across web, mobile and social
• Document Library with Permission Controls and Versioning
Some of the volumes they handled:
• 5.7m voter inquiries
• 1.5m voter contact records over 13 months
• 80,000 inquiries on election day alone
Case Study - http://blogs.salesforce.com/company/2012/12/campaigning-in-the-cloud.html

46. What Tools Do What?
It is critical to define, understand
and explain what tool does what
and when in context of Marketing
Automation as well as any
differences between systems and
applications.

47. 47
Marketing Automation
Marketing Automation Delivers an Integrated Solution
We already know that marketing technology is not a new thing. For example,
companies already use solutions for email marketing and Customer
Relationship Management (CRM), so many marketers are confused. What
does marketing automation replace, and what does it complement?
Furthermore, how does marketing automation compare to other new
technologies and marketing trends, such as content marketing, inbound
marketing, and social marketing?
Many CRM systems already have a module for marketing, which is why
marketers wonder whether they really need marketing automation to run
their modern marketing departments. From a functional perspective, CRM
systems typically do not provide functionality for things like email marketing,
prospect behaviour tracking, and marketing program management. And it’s
true that many CRM systems can be customized to handle things like
automated campaign flows, lead scoring, and de-duplication. But it’s hard.
A marketing automation solution also delivers essentially all the benefits of
an email marketing solution along with integrated capabilities that would
otherwise need to be cobbled together using various standalone
technologies.

48. 48
Marketing Automation & CRM
Architecture of Marketing Automation vs
CRM
If you dig into the design and capabilities, you’ll
find that while CRM systems provide
indispensable value to any kind of sales
organization, the reality is that they fall short for
most marketing departments. CRM systems are
designed and optimized for a very different
purpose, which is what creates the whitespace
for marketing automation vendors.
Here’s a very high-level summary of how the two
systems differ from a strategic and architectural
standpoint.

49. 49
Marketing Automation & CRM
Features and Capabilities of Marketing
Automation vs CRM
Now, let’s take a comprehensive look into the
specific capabilities of a marketing automation
system compared to CRM alone.

50. 50
Marketing Automation
Marketing Automation Delivers an Integrated Solution
We want confidence that the platform we buy will meet all of our needs today – meaning it works with the systems and processes we
have – as well as any systems we may need to use in the future. At the same time, marketing as a whole is moving so quickly that there
is a dizzying array of possible solutions we can use.
• Complete marketing automation systems include functionality for lead generation, including online and offline events, pay-per click,
and tradeshows, as well as organic programs such as social and content marketing.
• While modern marketing automation started with email, many platforms today provide a single source of truth for everything you
know about a prospect or customer. They combine information from your CRM system, social activity, your website and blog, buyer
purchase history, and other behavioral information. With this complete view of a customer’s needs and interests, you can trigger
relevant interactions at the right time, over any channel.
• Today’s marketing automation systems directly provide or integrate with social capabilities including social profiles, campaigns, sign-
on, and promotions. This means you can trigger marketing actions based on any of these activities, such as making a tweet, sharing
a post, and so on.
• Marketing automation is not just about new business. The same segmentation and nurturing capabilities can and should be used to
develop and deepen relationships with customers, not just prospects.

51. 51
Marketing Automation
A few of the categories that a robust Marketing Automation discipline should include are:
• Dynamic campaigns. Enhance your campaigns with interactive online media, including rich videos, live chat, and rich display
advertising.
• Social campaigns. Manage multiple social profiles, schedule messages and updates, track brand mentions, and analyze social
media traffic.
• Top of the funnel. Most marketers today focus a significant portion of their time generating leads at the top of the funnel. Work with
SEO and inbound marketing solutions, A/B testing solutions for your landing pages, and learn how to better serve your anonymous
visitors to drive higher conversion.
• Lead data enrichment. Data is the lifeblood of your marketing, so you’ll want to enrich and augment your data with the latest and
best solutions available.
• 360 degree view of online behaviours. To enhance lead scoring and relevance, you need to know everything your prospect does
online – not just on your website, and not just when they are in the “lead to revenue” funnel. Go beyond your website and webinars;
bring in behaviours from online communities, social networks, online videos and documents and more.
• Content Marketing. In a world where attention is a scarce resource, the best marketers build their own audiences, rather than rent
someone else’s. To do that you need editorial discipline and workflow, and the ability to curate and publish content on a regular
schedule.
• Lifecycle Marketing. Marketing is not just about conversion at the top of the funnel. It’s about identifying potential customers and
being the voice of the customer throughout the entire lifecycle.

52. 52
ADOBE SITECATALYST
ADOBE CQ, TEST&TARGET, AUDIENCE MANAGER
DIGITAL EXPERIENCE MANAGEMENT
DAM
Design Testing, A/B
Testing
1. Multichannel
Content
Management
Content Targeting,
Personalisation
Ad Targeting
WEB ANALYTICS
Heatmaps1. Reporting
1. Cross Device
Analytics
Segmentation Marketing Attribution
CRM
Forecasting Social CRM
Email Integration
2. Database
Approvals, Workflow,
Automation
6. Analytics
Sales Force
Management &
Automation
Knowledge
Management
Order Processing
Customer Service Contact Management
3. Reporting
1. GDW
BI & PROPENSITY MODELLING
SAS KXEN Tableau
Existing
CRM
Frontline
Systems
REPORTING
1. Macro Web Analytics. For cross device
website usability and performance
diagnostics. For online publishing teams.
2. Micro Analytics. For end-to-end inbound
marketing performance measurement and
optimisation. For marketers & executives.
3. For sales forecasting and pipeline
performance measurement. For sales
channels, sales managers
ANALYTICS
1. Macro Web Analytics. For cross device
website usability and performance
diagnostics. For online publishing teams.
2. Micro Web Analytics. For end-to-end
inbound marketing performance
measurement and optimisation. For
marketers & executives.
3. Sophisticated analytics to assess demand
generation and lead nurturing
programmes using pre-built, interactive
real-time dashboards
4. Dashboards and analytics that allow you
to see the performance of your individual
social campaigns, so you can test, tune
and optimise them over time.
5. Sales dashboard with full insight into the
hottest leads and opportunities as well as
lead and customer engagement and
behavior.
6. For sales forecasting and pipeline
performance measurement. For sales
channels, sales managers.
DATABASE
1. GDW will always be a Consolidated Data
Warehouse for all required data.
2. The CRM Database contains either a
subset or all of the GDW customer related
data for use in the CRM and Marketing
Automation System.
3. This Database becomes the Actionable
‘system of record’ for all marketing and
customer engagement related data.
MARKETING AUTOMATION
2. Lead Capture
Forms & Landing
Pages
2. Closed Loop
Analytics
Email
Campaign
Management
Social Marketing
3. Revenue Cycle
Analytics
Workflow,
Automation, Nurturing
Lead Management &
Distribution
2. Reporting
5. Sales Insight
Segmentation, List
Management
3. Database System
of Record
Lead Scoring
4. Social Analytics
A/B Testing
LANDING PAGES & FORMS
1. The CMS if for all persistent web pages,
microsites and other more complex
content.
2. Marketing Automation provides the
capability for marketers to quickly design,
deploy, test and optimise simple landing
pages and online lead capture forms.

53. 53
Email and Online Marketing
Batch Email Marketing
Email Deliverability & Reputation Management
Real-time Triggered Emails
Landing Pages
Forms
A/B Testing
Dynamic Content
Mobile Optimised
Sales Emails
Progressive Profiling
Hidden Form Field Population

54. 54
Which Tool – Forms & Landing Pages
Persistent Website Campaign Microsite
CMS - Adobe
A/B Testing – Adobe
Content Targeting - Adobe
CMS - Adobe
A/B Testing – Adobe
Content Targeting - Adobe

55. 55
Which Tool – Forms & Landing Pages
Lead Capture Pages / Basic Landing Pages
CMS – Marketing Automation
A/B Testing – Marketing Automation
Dynamic Content – Marketing Automation
Email
Email – Marketing Automation
A/B Testing – Marketing Automation
Dynamic Content – Marketing Automation

56. 56
Email and Online Marketing
Component Description
Batch Email Marketing Email marketing is the ability to create “what-you-see-is-what-you-get” (WYSIWYG) emails and newsletters with easy-to-use design tools, send
emails to groups of customers and prospects, and track and report on deliveries, opens, and clicks. It gives you a complete view of email
performance.
Email Deliverability and Reputation
Management
Simply sending emails cannot impact revenue if the emails do not make it to the recipients’ inboxes. Since marketing automation typically
replaces a stand-alone email service provider (ESP), your vendor should offer functionality and services to ensure inbox delivery. This can
include opt-in management, bounce handling, unsubscribe processing, and suppression lists, as well as higher-end services such as dedicated
IP addresses and capabilities like email preview, spam checking, link validation, and delivery monitoring.
Real-Time Triggered Emails Triggered emails give you the ability to listen for specific customer behaviors and events and respond with an appropriate real-time email. For
example, when a prospect clicks on a specific link, a sales rep logs a call, or a lead score goes above a certain threshold, you can automatically
send the right message at the right time. Personalized, 1:1 emails based on real-time behavioral data can increase open rates by 50% and
conversion rates by 350% (Jupiter Research).
Landing Pages The landing page is an essential part of many marketing campaigns. By directing clicks to a landing page customized for a specific email rather
than a generic home page, marketers can significantly improve their conversion rates. That’s why many marketing automation systems include
the ability to build WYSIWYG pages with a graphical interface, without help from IT or the Online team.
Forms Registration forms can be placed on landing pages, microsites, and corporate websites. When a prospect or customer fills out the form, it
captures the activity and adds the lead to the database (if new). Some systems have “progressive profiling,” which are smart forms that recognize
known visitors and ask different questions to build out the profile over time. Some systems also allow for “social sign-on,” letting users register on
landing pages using their social credentials.
A/B Testing (Emails and Content) An effective split-testing strategy drills into what works to maximize response rates, and can raise your conversions by 48% or more, according to
MarketingSherpa. You can test emails (subject lines, copy, graphics, calls to action, frequency, timing, etc.) as well as landing pages, forms, and
so on.
Dynamic Content Emails and landing pages that have been customized for specific segments drive much higher engagement. Customize text, images, and calls-to-
action based on criteria, including location, industry, job title, and much more. For example, send different messages to current active
opportunities than to early stage prospects.

57. 57
Email and Online Marketing
Component Description
Mobile Optimized As mobile devices become increasingly popular in business, the marketing system must support mobile-optimized emails and landing pages.
Sales Emails This is the ability to personalize “from addresses” and signatures on behalf of individual sales reps, so that automated emails appear to come
from the specific sales owner.
Progressive profiling To easily create dynamic forms that recognize known visitors, prepopulate any existing fields, and gather additional information to complete lead
records.
Hidden form field population Based on a URL parameter or a cookie without custom code. For example, you might capture the lead source and search keyword as a hidden
field.

58. 58
Lead Management
Marketing Database
Single View of the Customer
Segmentation
Multi-touch Campaigns / Lead Nurturing
Online Behaviour Tracking
Lead Scoring and Grading
Data Quality and Append
Automated Sales Alerts and Tasks
CRM Integration (Data Sync)
Lead Lifecycle Workflows
Sales Intelligence

59. 59
Lead Management (contd…)
Sales Campaigns
Revenue Cycle Modelling
Real-time, behaviour based trigger responses
Advanced Segmentation
IP Lookup
Multiple Lead Scoring Models
Separate Lead Scores for Lead Demographics &
Behaviours
Decay Score

60. 60
Lead Management
Component Description
Marketing Database A marketing database is the system of record for your most important marketing assets: your leads and contacts. It should include more than the
data in your CRM system, providing a rich view of all marketing interactions between each person and your company, including website visits,
email clicks, scoring changes, data updates/history, and so on.
Single View of the Customer The more powerful marketing automation solutions extend the marketing database to include data from third-party systems, social networks, in-
house applications, and more. They provide a true single view of your customer and prospect. This enables the platform to trigger “right-time,
right-message” interactions and extend beyond marketing into broad customer lifecycle management.
Segmentation The ability to precisely micro-segment your database and target the exact right list of leads and contacts is essential to the success of all
marketing activities. These filters should include a combination of demographic, household, and firmographic attributes (title, company size,
location), as well as behavioral filters and CRM information. Here are some example lists: high-score leads in a particular region who
visited your website in the last seven days; contacts at active opportunities who registered for an upcoming webinar; or prospects who received
an email offer and did not click through but visited your website anyway.
Multi-touch Campaigns / Lead Nurturing This is the ability to automate “drip marketing” campaigns that send relevant messages over time, based on prospect behaviors and predefined
campaign steps. This can include automated email marketing flows, but can also include other channels as well. Often, this
capability is used to run lead nurturing workflows that are designed to maintain and deepen relationships with prospects over the long term.
Online Behavior Tracking This is the ability to track which emails prospects open and click, what webpages they visit, what keywords they use, even what they say on
social networks – all with the goal of understanding who they are, what they are interested in, and where they are in the buying process with
your company.
Lead Scoring and Grading With lead scoring, you automatically qualify leads based on demographics and BANT criteria as well as specific prospect behaviors, including
recency and frequency. By tracking each of these factors and assigning appropriate weights to each, you get a comprehensive view of prospect
interest and engagement. More advanced capabilities include reducing scores based on inactivity, and supporting multiple
scoring models that separate demographic fit from behavioral interest, as well as scores for different products, divisions, etc.
Data Quality and Append CRM data is often full of duplicates and missing records. This isn’t a problem for salespeople who work with one record at a time, but it’s hard to
use for Marketing. Data quality is an essential underpinning to any successful marketing program, consisting of de-duplication, cleansing, and
appending. De-duplication recognizes leads and contacts you already have in your database, prevents duplicates before they enter, and merges
any duplicates that already exist. Cleansing standardizes data, such as titles and company names, and removes bad data, such as contacts that
are no longer with the company. Appending means filling in missing or incomplete data by adding additional contacts to an account or filling in
missing fields, such as phone number or industry.

61. 61
Lead Management
Component Description
Automated Sales Alerts and Tasks This is the ability to create tasks automatically and provide real-time sales alerts over email, RSS, or mobile device. It can be important to
ensure that Sales receives and acts on lead information in a timely fashion.
CRM Integration (Data Sync) Marketing automation solutions have varying levels of integration with CRM systems. While some require manual mapping of fields, others
do it automatically and maintain the connection over time. Some sync information in near real-time; others less frequently. Some systems
provide access primarily to lead and contact information; others give access to opportunity and custom objects as well. This is a particularly
complex area with high variance among solutions, so it’s worth taking the time to understand your needs and your vendor’s capabilities.
Lead Lifecycle Workflows This takes marketing automation beyond email and web marketing, extending the workflow engine to integrate with the CRM system to
create complete lead management workflows. It includes automated data field updates (e.g. update lead status based on changes to the lead
score); automated list management; and lead routing / territory assignment rules. It also lets you ensure sales follow-up by creating tasks directly
in the CRM system, reassigning leads if they don’t follow-up, and converting hot leads to opportunities. And it supports lead recycling processes,
where sales leads are passed back to Marketing for further nurturing.
Sales Intelligence Sales intelligence provides account executives with easy access to the key interesting moments and prospect behaviors, so they can focus on
the hottest leads and opportunities —and know what the prospect wants to talk about. Some solutions provide reps with drill-in capabilities to see
which emails are opened and clicked, which web pages the prospect visits, and how the lead score changes over time.
Sales Campaigns Some solutions allow Marketing to create campaigns that Sales can add prospects into, or even run targeted campaigns of their own.
Revenue Cycle Modeling This is the ability to define the stages for how leads flow through the revenue cycle, automate the rules for how leads move from stage to
stage, and to provide an easy-to-understand framework for the sales and marketing process. It provides the foundation for establishing clear
rules governing how leads transition from one stage to the next and assigning Service Level Agreements (SLAs) for lead response and
disposition.
Real-time, behavior-based trigger responses Real-time, behavior-based trigger responses—based on real-time behaviors, not just pre-set schedules. For example, if your customer visits a
key webpage twice in one week, you might send him a special offer and alert the sales team immediately.
Advanced segmentation Combine real-time triggers, demographic fields, and behavioral attributes in a single list.

62. 62
Lead Management
Component Description
IP lookup By inferred company and geocoding by zip code, state, region, and so on.
Multiple lead scoring models To track interest and engagement for multiple products or businesses.
Separate lead scores for lead demographics
and behaviors
According to Benchmarks on Revenue Performance, companies that implement this kind of lead scoring enjoy 23% better sales productivity
and a staggering 33% higher revenue growth than companies that only use demographic scoring.
Decay score If your prospect hasn’t had any activity for a certain period of time, say two weeks, and then you might want to automatically deduct points. Based
on inactivity, sales recycling, or other behavioral triggers.

63. 63
Marketing Programs / Lead
Generation
Program Management
Event Marketing including Webinars
Cloning
Program Import / Export

64. 64
Marketing Programs / Lead Generation
Component Description
Program Management Manage marketing campaigns and programs across multiple channels, including online ads, video campaigns, mobile, virtual events, and
social media. Create and optimize program assets such as landing pages, emails, campaigns, and lists. Track program objectives, results, and
costs to assess the program ROI.
Event Marketing including Webinars From attracting attendees to registration administration to post-event follow up, the event management lifecycle can be laborious. Event
marketing capabilities streamline the entire event process, including personalized invitations, registration, reminders, and post-event follow up.
They can also provide analytics, so know how many people have registered, how many attended, and so on. For online events, some
marketing automation systems integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline
the process further.
Cloning Each marketing program contains multiple emails, landing pages, campaigns, and lists, but many programs are similar in structure. The ability to
clone an existing program can save significant time and resources, especially if your system makes it easy to edit all program
parameters in one place and automatically update all the underlying assets (e.g. emails).
Program Import/Export Some systems provide access to a shared library of pre-built verified programs and the ability to exchange marketing programs with other users.
This means you can take advantage of their best practices to jump-start your implementation and see results faster and with less effort.

65. 65
Social Marketing
Social Sharing and Campaigns
Social Campaigns
Social Profiles
Social Engagement and Promotion
Facebook Registration Page Publication

66. 66
Social Marketing
Component Description
Social Sharing and Campaigns Add intelligent share buttons to your campaigns and content so your audience can amplify your message to drive broader reach – and then track
who shares your content and drives conversions. Most tools let you customize the default share message and image for each share; some
provide triggered capabilities to prompt the share at the right time.
Social Campaigns Use or integrate with URL shortening services. Measure likes, comments, replies, retweets, etc. Including polls and voting, referral programs and
sweepstakes. For example, you might reward $100 to those who refer three friends to an event, or enter a user to win an iPad if they share the
content you create.
Social Profiles Incorporate social profile data to enhance segmentation and scoring, including name, location, and description – as well as a history of social
sharing activity.
Social Engagement and Promotion Social applications such as polls, sweepstakes, and referral programs can enhance audience engagement and encourage people to amplify
your message. Some tools let you easily create and include such social content on your website, landing pages, Facebook pages, and emails so
that you can tap into your customers’ and prospects’ social networks.
Facebook Registration Page Publication To improve your lead registration programs’ EdgeRank inside Facebook.

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Usability / Speed
Auto Complete Feature
Ability to Clone Entire Marketing Program
Tokens
Library of Best Practice Marketing Programs

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Usability / Speed
Component Description
Auto complete feature To suggest campaigns and field names when you enter specific values.
The ability to clone an entire marketing
program
The ability to clone an entire marketing program while keeping multiple emails, landing pages, links, and segments intact.
Tokens Tokens that let you input your event location, date, and time once, and then auto-populate the fields into every relevant email and landing page
associated with the event.
Library of Best Practice Marketing Programs A pre-built library of best practice marketing programs—including email and landing page templates, events like webinars and tradeshows, and
lead scoring and nurturing workflows. This library should be included inside the application.

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Analytics
Web Analytics
SEO / Keyword Analytics
Basic Reporting
Multi-touch Revenue Attribution
Program ROI Analytics
Revenue Cycle Analytics
Social Tracking and Analytics

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Analytics
Component Description
Web Analytics This capability tells you why prospects visit your site, which pages they visit, and how often they come back. Marketing Automation can even tell
you who visits your site when visitors aren’t in your database, thanks to anonymous company lookup, and can send daily alerts to sales reps so
they know which companies are interested. When prospects do register, you also have the complete history of their prior web activity as part of
their record and lead score.
SEO/Keyword Analytics Monitor and track relevant keywords being used by anonymous and known users to arrive at websites, landing pages and forms.
Basic Reporting The ability to access pre-built and build custom reports and dashboards to measure leads by source/campaign/month, email performance,
landing page performance, web activity, and so on. Systems vary in report depth, such as the ability to use custom metrics and queries. Some
systems let you create report subscriptions that automatically send updates to your team and executives.
Multi-Touch Revenue Attribution Customers do not purchase your product because of just one campaign. Rather, marketing usually impacts a sale multiple times across multiple
people. Multi-touch attribution is the ability to allocate credit (pipeline, revenue) among all the marketing activities that have successfully touched
a sale as it moves through the revenue process. Some systems also provide a visual way to see all the marketing programs and touches that
influence the contacts associated with a sale as it moves through the funnel.
Program ROI Analytics This is the ability to measure and compare revenue performance by channel or program along metrics like revenue, pipeline, investment,
ROI, prospects generated, etc. As a result, you can see which marketing investments generate the greatest return, and get visibility into how the
marketing budget should be allocated going forward.
Revenue Cycle Metrics These metrics analyze how leads flow through each stage of the revenue process, from anonymous to customer and beyond, so Marketing and
Sales can adjust business processes to increase pipeline and revenue. Key performance metrics for each stage can include balance, flow,
conversion rate, and velocity.
Social Tracking and Analytics By adding tracking to social sharing applications, you get insight into who shares your content, your social conversion rates, how much “social lift”
you are getting from your campaigns, and how social impacts your bottom line.

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Web Analytics vs Marketing Automation Analytics
Macro Tracking (Aggregate / Anonymous) - Web Analytics
Micro Tracking (Anonymous / Individual) - Marketing Automation
Analytics
Number of visitors to our site Which individual pages they click on your website
Sources of visitors to our site The information they input into your landing page form before hitting “Submit”
(such as their company name, email address, and phone number)
Average number of pages per visit Whether they are accessing your site from their company IP address or another
location (like a Starbucks or Holden Australia)
Visitor demographics (geography, language, etc.) What search phrases they typed into Google that led them to our pages
What technology people use to access our site (mobile devices, internet
browsers, etc.)
What emails individuals are opening, clicking and engaging with
I like to call this “macro tracking” because it tells you the percentage of anonymous
visitors that converted into web leads.
For many marketers, this number will suffice and hold demanding executives at bay
when they ask, “How’s our marketing going?” But after several months of reporting
that 215 people converted into a lead last month from your PPC campaign, most
executives will want to know, “Which people? And how much money did we make
from them?” That’s where marketing automation comes in.
As you probably could’ve guessed, marketing automation is more like
microeconomics for your website. You know that whole supply and demand curve
thing from Economics 101 that told you how many widgets a company should sell
and for how much? Turns out that information would actually be relevant to your
job someday.
Instead of looking at the website as a whole and reporting on overall percentages,
marketing automation software analyses each individual that visits your website.
Advanced prospect tracking available in Marketing Automation applications allows us to view a log of all touch points with our prospect, see the pages our prospect has visited, files downloaded,
email correspondence, and more – out-of-the-box. All activities that occurred prior to the prospect’s conversion (while still an anonymous visitor) are also captured. It is important to note that with
the alternative to a marketing automation solution using disparate marketing tools, it is generally difficult or impossible to paint a complete picture of an individual prospect’s activity.
This prospect activity history gives great insight into exactly what your leads are interested in, allows your sales reps to tailor their phone calls or sales pitches accordingly and importantly for
marketing to provide the right message and content at the right time. For example, if you know that a lead has searched for “pricing” on your site, you will want to have pricing information on hand
when you make contact or score the lead more highly. Similarly, if the lead accessed highly technical content, it would make sense to have a sales engineer available for the call.

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Infrastructure
User Roles and Permissions
Secure Partitions / Workspaces
Sandbox
API / Integrations
Ecosystem
Online Community / University

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Infrastructure
Component Description
User Roles and Permissions Assign permissions that align with specific pieces of functionality or tasks. Example user roles include a role that gives the ability to create
but not approve landing pages or emails, and a role that can create but not activate a campaign.
Secure Partitions / Workspaces This is the ability to give users access to only specified lead partitions and assets (e.g. campaigns, landing pages, emails, reports). This lets you
create different organizational views that align with how your organization is structured, so different groups can use the system without risk of
interfering with each other – while still supporting sharing as appropriate across functions and the demand center.
Sandbox A sandbox is a testing environment that isolates untested changes and outright experimentation from the production environment. This lets the
enterprise test out changes to the production system with less risk.
API/Integrations An application programming interface (API) is a specification that tells other systems how to call into the marketing automation platform to get
data or perform an action. Other integrations allow the marketing automation system to trigger actions in other systems. In both cases, it allows
the platform to interoperate with the other systems in the enterprise.
Ecosystem An ecosystem is a complementary set of solutions that amplify the power of the underlying platform. A strong ecosystem can help ensure
that your needs will continue to be met even as you require additional capabilities.
Online Community / University This an online community / University where end users can share best practices, access training and education resources and share ideas and
insights.

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CRM Integration
Advanced Data Sync
Self-healing Schema
Data Triggers

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CRM Integration
Component Description
Advanced data sync This offers the ability to immediately synchronize your marketing database with CRM opportunities, activities, campaigns, and custom object
information. Also makes those fields available for segmentation, scoring, and reporting.
Self-healing schema This identifies and syncs changes to specific CRM fields, such as new field names or values, and automatically adds new custom fields.
Data triggers This is used to activate marketing workflows in real-time based on data changes in opportunities and custom objects in your CRM.

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Resource Management
Budgeting
Calendaring

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Resource Management
Component Description
Budgeting This can cover all aspects of managing marketing investments, including assigning top-down budgets to various groups and divisions, planning
marketing spend across programs, tracking open-to-spend, ensuring budget compliance, coordinating workflows and permissions, and
reconciling plans with actual invoices.
Calendaring It can be tedious to maintain a marketing calendar across multiple groups and to communicate the calendar and activities to interested groups,
such as Sales. This functionality is about managing the calendar for the entire marketing department, from promotions to content to PR and so
on.

78. Martin Walsh
Mobile: 0438 417 143