Scott Brinker is the force behind the popular blog ChiefMartec.com, and has been chronicling the growth of marketing technology through his annual landscape super graphic. Mayur Gupta is widely recognized as one of the first-ever Chief Marketing Technologists. Together, they are two of the world’s most respected authorities on marketing technology and its impact on business. In this event, they will join forces for the first time to debate a number of hot topics they consider crucial to the future of marketing.

2. Housekeeping
• Today’s format
• Please ask questions at the end of each round
• Please share via our webinar hashtag #MarTechDebate
• This webinar will be recorded
• Let’s have some fun!
#MarTechDebate

3. 3
ABOUT ENSIGHTEN
2009
Year Founded
400+
Customers
9
Patents
Leader in Enterprise Tag Management and
Omni-Channel Data Services
> Enterprise Tag Management
Rapidly deploy, scale, optimize, and operationalize
the marketing technology stack
> Mobile App Deployments
Deploy third-party analytics and get out-of-the-box
customer lifecycle metrics
> Omni-Channel Data Collection
Collect data from all digital interactions; use that data to
personalize user experiences and deliver richer insights

4. ERIK BRATT
VP Marketing,
Ensighten
@erikbratt
SCOTT BRINKER
Co-founder & CTO,
ion Interactive
@chiefmartec
MAYUR GUPTA
SVP, Head of Digital
Healthgrades
@inspiremartech
Today’s Speakers
#MarTechDebate

5. ROUND 1
Who should own marketing technology? Should it
continue to be rooted in marketing, or is this something
that needs to be managed in a cross-enterprise way?
#MarTechDebate

9. Always-On Partnership between Marketing & IT
Throughout the lifecycle
DISCOVER DEFINE DEVELOPMENTDESIGN LAUNCH OPERATIONS
MARKETING TECHNOLOGY
VISION, STRATEGY & ROADMAP
INFORMATION TECHNOLOGY
ARCHITECTURE, DESIGN & SERVICES
Ideation
Tech Strategy
Brand Approvals
Scope & Definition
Technology Stacks
Partnerships
Tech Design &
Plans
Security & Infra
Develop & Build
Testing
Performance
Deploy &
Monitor
Launch
Support &
Scale
Ongoing Services
Healthgrades Omni-Channel Solutions9

10. Always-On Partnership
Marketing & IT continually swap roles between LEAD and CONSULTANT based on
the focus areas
Healthgrades Omni-Channel Solutions
10
Enterprise Technology Capabilities
Security & Infrastructure
Product Platform & Development
Best-Of-Breed Cloud Based Platforms
Technology Strategy & Vision
Driving Use & Measuring ROI
DRIVER
INFORMATION
TECHNOLOGY
CONSULT
DRIVER
MARKETING
TECHNOLOGY
CONSULTALWAYS ON
PARTNERSHIP
24

11. ROUND 2
Should marketers be accountable for the ROI of
technology itself? If so, how do you begin to do that?
#MarTechDebate

12. Measurability != Accountability != Attribution != ROI

13. Source: “Digital Factory: Cracking the Code to Success”, Accenture, 2016

14. ROUND 3
Do we need a ‘marketing OS,’ i.e., an intelligent wrapper
around the tech stack to help unify disparate elements
and orchestrate better experiences?
#MarTechDebate

17. 17CRM DB
CONTENT
SYNDICATION
DATA INTEGRATION &
MATCHING
INSIGHTS & SEGMENTATION RULES & DECISION MAKING
UNIVERSAL CONSUMER PROFILE
UNIVERSAL TAG MANAGEMENT
CALL CENTER
WEB ANALYTICS
CROSS CHANNEL ANALYTICS
SOCIAL ANALYTICS
DIGITAL ASSET MANAGEMENT (DAM)
WEM/CMS
SOCIAL
PLATFORM PROGRAMMATIC EMAIL/SMS
UNIVERSAL CONSUMER PROFILE
UNIVERSAL CONSUMER PROFILE
DMP-AMP PLATFORM
BI & ANALYTICS
CROSS CHANNEL ANALYTICS
DISPARATE DATA SOURCES
DATA
CONTEXT
CONTENT
ANALYTICS
SEAMLESS EXPERIENCE
Marketing Automation
BI Analytics & Reporting
Data Integration & Matching
DMP
PROGRAMMATICSocial PlatformsWEM/CMS Email SMS
Enterprise Tag Management
Digital Asset
Management
Direct Mail EmailFacebook Twitter .COM/LPDisplay Ads SEO SMS/IVRApps
PREDICTIVEMODELING
UNIVERSAL CONSUMER PROFILE
PERSONALIZATION CONTEXTUALIZATION RETARGETING
CUSTOM – BUSINESS LAYER &
SERVICES
HG BUSINESS COMPONENTS
CO-HORTS LOOK ALIKES
SEGMENTATION
KENSHOO CONDUCTOR

18. TECHNOLOGY STACK
ACTIONS
INSIGHTS
PRIVACY
TMS DATA LAYER
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ONSITEOFFSITEOFFLINE
WEBSITE APPAPP
APPLICATIONS

19. 19

20. ERIK BRATT
VP Marketing,
Ensighten
@erikbratt
SCOTT BRINKER
Co-founder & CTO,
ion Interactive
@chiefmartec
MAYUR GUPTA
SVP, Head of Digital
Healthgrades
@inspiremartech
Thank you!
#MarTechDebate