Building a Marketing Technology
Organization
Joseph Kurian
CEO, 249Labs Inc.
joseph@249labs.com
@JKurian77
Introductions
•
Joseph Kurian
•
CEO, 249Labs Inc., a Marketing Technology Consulting
and Mobile start-up
•
I was the Head of Marketing Technology & Innovation at
Aetna. Created and operationalized the department
•
Aetna is a $62B health insurance company, now the 3rd
largest health insurance company in the US
•
Presented at conferences, webinars, whitepapers, online
articles, magazines
Digital Marketing Challenges for the future
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Digital Marketing has undergone a dramatic shift in the
last 10 years with an explosion in technology platforms
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Technology drives many digital marketing initiatives and
this trend only looks to increase in the future
•
The ability to measure, optimize and quickly implement
changes determines success in digital marketing
•
There are hundreds of new marketing technology
platforms in the marketplace today. It can be a cluttered
and confusing mess for marketers to evaluate and
understand
Digital Marketing Challenges for the future
•
To solve the complex issues of the digital age, we
need a new skillset & perspective in Marketing
•
MarTech merges the two worlds of Marketing and
Technology. The tight merger of these two areas will
allow the business areas to achieve their goals
•
Understanding technology is key, but understanding
how those technologies improve the customer
experience is critical
•
Picture the role of MTO as the CTO to the CMO
3 MarTech Pillars
•
Marketing’s dependency on technology has never been
higher. We need to control the budget if we wish to
control our destiny
•
Marketers need to focus on marketing, customer
acquisition, relationship marketing and retention. Our
people will manage vendors, technology stack and
internal enterprise adoption
•
IT should not own this. Their strengths are security,
scalability, and infrastructure. They can struggle with
speed, time to market and understanding business value
»
"As a rule of thumb I like to think
infrastructure technologies, storage
systems, authentication systems these would all be centrally owned.
However, channel and customer
facing technologies would be owned
by the MTO.“ – Forrester Analyst
Suresh Vittal
»
The digitization of company revenues
and services will cause 90% of
technology spending to be outside of
the IT org by the end of the decade Gartner
“For marketing to build a technology strategy, implement and develop
those technologies, and better integrate and act on the customer data
it captures, marketing resources must be organized within a central
framework that can act at the speed that marketing requires. We call
this framework the marketing technology office (MTO), defined as: A
center of excellence that leads technology strategy, develops
marketing technologies, and evangelizes innovative uses throughout
the marketing department.“– Forrester Research
MT&I is responsible for:
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Marketing Technology strategy inside M&C
Driving MT Innovation and R&D, bring realistic
strategies, products & business cases for consideration
within Aetna
Aetna Mobile and creating the most engaging and
relevant CX for our customers
Strengthening and empowering Aetna Digital Media
strategy and execution to maximize results for the
company
MT&I is responsible for:
•
•
•
•
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SEO and SEM strategy & execution across the enterprise to ensure
we are creating easy, cost-effective ways for customers to find
what they need as well
Driving a customer-centric view throughout the company
leveraging technology where appropriate
Pushing for enterprise standards in marketing platforms and tools
Managing partner relationships around MT
Managing relationships with traditional IT to ensure standards and
processes are complied with
Role of a Marketing Technology Officer
This infographic illustrates data that shows how the
MTO and its leadership is evolving to be more
strategic in nature, while helping marketing manage
its technology spend more efficiently
Summary
• Digital marketing now involves more technology platforms than ever
before
• Focus the right skillset and people between marketing and
technology
• These products get more complex everyday but if leveraged right,
can prove to be a game changer
Summary
• Understanding the consumer as they interact with your company
has never been more important. Leverage technology to gather
data, create insights and deliver results that exceed their needs.
• Few are doing this right in our vertical. The time is now for us to
build a best practice around this capability.
Contact Information
Joseph Kurian
CEO, 249Labs Inc.
e:joseph@249labs.com
p:813.530.5740
website: http://www.249labs.com
facebook: www.facebook.com/249labsinc
twitter: @jkurian77
linkedIn: www.linkedin.com/in/ranjeetjosephkurian