Bonnie’s hot takes: How effective marketing processes can leverage MarTech for data-driven results

Last week I attended Advertising Week in NY. What really stood out to me is how the adoption and usage of MarTech – whether in AI based audience targeting, content production at scale, or predictive analytics and trigger points, is really helping brands deliver on the promise of data driven personalization, media efficiency and effectiveness, and speed to market.

Allison Stranksy, CMO, Samsung Electronics summed it up: Marketing IS data and a ROI driver. Data is the cornerstone of effective marketing strategies – from understanding customer behavior to measuring campaign performance. However, many CEOs are not equipped with the right measurement tools to evaluate the ROI of their marketing efforts, so the value ends up getting lost.

Harnessing the right MarTech stack provides the necessary tools and insights to make data-driven decisions and optimize marketing campaigns for maximum impact. There are some brands doing this well, including:

• Firstleaf: Leveraging AI for audience identification and personalization, Firstleaf has successfully created on-demand asset creation, including print materials.
• Genentech: By utilizing data mining for predictive analytics, Genentech has created triggers and associated content, accelerating their time to market to 16 weeks.
• Neon: Neon has implemented a retail platform to plan and optimize predictive KPIs across all media channels, reducing media headcount and automating optimization.

While the potential benefits of the right MarTech applications are immense, brands can only fully capitalize on these technologies when they have clear, aligned operational processes.

The critical role of process:

• Stakeholder Alignment: A successful MarTech implementation requires buy-in from various departments within an organization. Clear processes ensure that all stakeholders understand their roles, responsibilities, and the overall goals. This alignment prevents silos and fosters collaboration.
• Efficient Workflows: Streamlined workflows eliminate bottlenecks and ensure that data flows smoothly between teams. This leads to improved productivity, faster decision-making, and better campaign execution.
• KPIs and Benchmarks: Defining the right KPIs helps organizations measure the success of their MarTech initiatives. These metrics provide a clear roadmap for optimization and ensure that resources are allocated effectively.
• Integration and Adoption: A well-planned process facilitates the smooth integration of new MarTech tools into existing systems and workflows. This minimizes disruption and ensures that employees can effectively adopt and utilize the new technologies.

Flock is well seasoned in designing optimized processes for global advertisers – from developing bespoke ways of working through to embedding and integrating any new processes to ensure that they land well and are implemented thoroughly. Our approach involves:

• Investigating and immersion: Understanding and evaluating your current marketing operations
• Developing bespoke ways of working: Tailoring processes to meet your specific needs and goals
• Embedding and integration: Ensuring that new processes are seamlessly integrated into existing operations
• Implementation / change management: Providing guidance and support to ensure that processes are implemented effectively and that there is a culture shift across the business.

If you want advice on how to curate your optimal MarTech stack and implement ways of working to reach your organisation’s full potential, get in touch with me: Bonnie.Chu@flock-associates.com or fill in the form below.