Talking Stack

Report of the week: HootSuite’s Global Digital Overview 2020 Top 3 takeaways from the report we discuss: 1.What customer engagement is going to look like in 2020 and beyond: leveraging employees as a crucial link in CX 2. Will marketers find their ‘purpose’ with video in 2020? 90% of internet users said watching videos was their number one activity online- how will marketers’ approach video content to drive business outcomes – especially with a growing list of martech vendors that enable video production in pennies and minutes? 3. Thinking about ‘what is the best investment in voice in our context’? One of the biggest surprises with Voice is that it’s turning out to have more applications at the back of the house than in customer-facing applications. Worth tracking for B2B especially. 4. Finally- the increasing scope of social media marketing- again a lot of confusion over the purpose (Engagement? Brand building? Customer service? Leads? Social commerce?) and the business outcomes one can expect from investments in social media marketing, even as expectations grow. Trend of the week: Second-party data LiveRamp launches Safe Haven for data partnerships David explains in laymen terms what second party data means, how marketers can get access to it, and the business case for its rapid growth. News of the week: CoronaVirus Workarounds and Disruptions Here is a list of companies that have come thru with workarounds to help businesses stay in motion: •CampTek Software Announces Coronavirus Conference Cancellation Bot •Cappasity to Provide Retailers with Free Access to Its Immersive Technologies to Counter COVID-19 Losses •Evolve IP Has Been Enabling and Empowering Work From Home for Over a Decade, Offers Collaboration and Virtual Workspaces In a Time of Need •Microsoft, Google, and Zoom are trying to keep up with demand for their now free work-from-home software •Odo Security Offers Free Remote Access Solution for Employees Working from Home During the Coronavirus Outbreak •Oneclick offers Instantly available IT solution for home office workplaces •StarLeaf supports business continuity during coronavirus crisis including launch of free-to-use collaboration services •Trustifi Offering No-Cost Email Encryption Licenses to Safeguard the Influx of Remote Workers •Vidyo is giving away temporary licenses to connect remotely- no strings attached

David Raab, Anand Thaker and Chitra Iyer analyze what the latest announcements in MarTech mean to marketers. Featuring latest CX news from Adobe, Verint, Adobe, Sprinklr, Freshworks, Wipro Digital, Rational Interaction, Thunderhead and Lytics. Gartner’s recent prediction asserted that 89% of companies will compete solely on CX - the market for CX spending is growing exponentially. And today’s analysis is about that. We first set context on the scope of CX and the core components needed to create a comprehensive ‘CX ecosystem’. Here are the recent CX news, trends and concepts we analyse on the show: 1. Wipro acquires Rational Interaction, a digital CX consultancy for $52 million. Interesting because technology vendors get the ‘tech’ but probably need help getting CMOs to see how the story and the tech are connected. As Rajan Kohli, President of Wipro Digital says, “[The acquisition] bolsters our end-to-end proposition for CMOs. We’ve combined Rational’s ability to engage and delight through the customer journey with Wipro Digital’s technical expertise and scale”. And Kahly Berg, CEO of Rational adds, “In terms of MarTech, customers need a unified human story and connection built into the technologies that support their experience as consumers”. 2. Sprinklr Releases 400 New Features across its 5 Products: the platform’s 5 components each address a core CX component - marketing, advertising, customer care, social media (which they call engagement) and research/data. The simple structure is nice, in the context of marketers being able to better visualize marketing applications and outcomes of tech investments. 3. Verint Expands Its Adobe Partnership to Support More Personalized Customer Journeys: Verint is focused on collecting VoC data, and Adobe experience cloud enables all aspects of campaign delivery. We talk about the additional value this could create for Adobe users. 4. Thunderhead Announces Automated Individual-Level Journey Design The customer journey orchestration engine announced an AI-driven platform to create individual-level optimized cross channel journeys. David explains “The system deals with the interdependencies among events, history, time, and path which overwhelm conventional methods”. Here’s what it means to marketers. 5. Freshworks, a customer engagement software company, acquires AnsweriQ Inc., a provider of ML and AI for enterprise scale. Basically this AI to inform customer service – helping agents sound much smarter and well informed, but also to sell more, and better. Could it be a game changer if it actually works? And in CDP news this week: 1. Lytics Integrates with Google Cloud BigQuery, To Enhance Its Customer Data Platform: David clarifies what it means for enterprise marketers to move massive amounts of customer and raw data into Google’s cloud-based data warehouse environment for real-time analytics. Follow us on Spotify, leave us a review on iTunes. Have a great week. Thank you! MarTech Advisor-https://www.martechadvisor.com/multimedia/podcasts/series/talking-stack Spotify- https://podcasters.spotify.com/episode/5r1OJ8Y7ApfpfabEUjyLEA Apple Podcasts- https://podcasts.apple.com/us/podcast/expert-analysis-latest-cx-news-feat-adobe-sprinklr/id1373600978?i=1000467319287

This week we talk about making sensible martech stack decisions in the giant martech candy store; what makes the ‘D2C approach’ work, findings from 3 new marketing surveys; and David Raab’s expert commentary on 3 news items from the identity resolution space. Section1: talking martech with Pat Maigler, Sr. Manager Marketing Strategy and Operations at Williams Sonoma Inc. (All opinions expressed are Pat’s own, and not representative of Williams Sonoma Inc.) Top 5 highlights of the discussion 1.Growing into a career in marketing technology: Pat’s journey 2.How marketers have evolved into becoming data-driven decision makers: observations from a 2- decade long career 3.Choosing the right martech tech in the giant martech candy store: •How to assemble a sane and rational martech stack •Working with IT as collaborators – not adversaries •Avoiding frankenstacks: when to choose platforms and clouds versus assembling your own •How to prioritize strategic needs and satisfy operational needs in your stack 4.The question of integration: do clouds and platform components integrate better than elements in an ‘assembled stack’? How do newly merged or acquired companies deal with integration of martech? 5. What helps D2C marketers punch above their weight; and what traditional marketers can learn from it Section 2: Highlights from 3 marketing reports that hit the stands this week 1. The State of Branding Report 2020 from Bynder about the use of technology for mainly branding applications 2. The Incite Group released the State of Marketing Report 2020 – which also had some 1000+ marketers responding to questions largely abt content n social streatgies 3. Chief Outsiders, a company that offers Executives as a Services, CMOs to be specific, released a report on CMO priorities for 2020 Section 3: David Raab explains the 3 news items about Identity Resolution this week 1. Merkle Launches Merkury Identity Resolution Platform – what are private identity graphs and what can marketers do with them that they couldn’t do before? 2. 180byTwo Launches Unifi - an AI-Powered Customer Data and Identity Platform for B2B Marketers – after the demise of Radius and the general understanding that B2C is much more conducive for CDP-scale platforms, why this? 3. Kount unveils ‘Identity Trust Global Network’ – what is identity verification and why should marketers care? Follow us on Spotify, Google podcast or leave us a review on iTunes. Have a great week. Thank you! Spotify- https://podcasters.spotify.com/episode/3H2fmi1DKkDdakFzQQ2iVY Google Podcast-https://podcasts.google.com/?feed=aHR0cDovL2ZlZWRzLnNvdW5kY2xvdWQuY29tL3VzZXJzL3NvdW5kY2xvdWQ6dXNlcnM6NDM0MDYzODIwL3NvdW5kcy5yc3M&episode=dGFnOnNvdW5kY2xvdWQsMjAxMDp0cmFja3MvNzYzMTY1MTE0&ved=0CAIQkfYCahcKEwiYpLba0t3nAhUAAAAAHQAAAAAQAg iTunes-podcasts.apple.com/us/podcast/mart…1373600978?mt=2

Segment 1: The Growth of First Party Data Tech David Raab of the CDP Institute, growth advisor Anand Thaker, and Chitra Iyer talk about the rise of first party data tech - from personalization platforms to experience clouds, data integration to CDPs and everything in between. Highlights of the discussion include: - Factors behind the rise of ‘first party data tech’ - What’s problematic about ‘consent’ replacing cookies - Why publishers will make data vendors irrelevant over time (and the trouble with that). Hint: think mini walled gardens and the need for fair data exchange co-ops - Why CDPs could take over where DMPs left off Segment 2: The CDP Institute’s 2020 CDP Industry Update The CDP Institute revealed all the data that’s shaping the CDP industry as we head into 2020, and we have the man himself- David Raab – to answer questions that we think you are thinking. Starting with the over 8 CDP acquisitions in 2019 to the most recent one by Salesforce, to why marketers need simpler labels to help define what the platforms do. Highlights of the discussion include: - Why and how the CDP industry is consolidating and why the number of stand alone CDPs will come down - The Salesforce acquisition of Evergage. Omer Artun, Founder of AgilOne - a CDP that itself got acquired by Acquia in 2019, is now the Chief Science Officer at Acquia. Here’s his comment on the Evergage acquisition: “Salesforce knew they had a huge gap in customer data and customer intelligence. Their service cloud, marketing cloud (Exacttarget), CRM and Demandware don't talk to each other in any customer specific way. They first claimed Krux would become their customer hub, then they bought Mulesoft then bought Dataroma, a marketing dashboard company which they are trying to build a CDP around. Now, they are putting their money behind Everage. However, Evergage is not a CDP - it's web personalization that can handle profiles. Most brands are looking for robust identity resolution, analytics capabilities that can stitch and analyze many sources of data. Evergage can neither stitch in an enterprise manner nor offers analytics with any rigor.” So, how will this acquisition exactly help its customers? We tell you. - The role of CRM in the data driven marketing landscape and why labels will matter (or not) when it comes to offering CX solution platforms - Why ‘campaign CDPs’ are the fasted growing CDP segment today (even though ‘data CDPs’ are the most funded) Get your free copy of the CDP Institute’s 2020 Industry Update for free, from here. https://www.cdpinstitute.org/general Hail of the Week: We start 2020 on a positive note with a big hail for privacy related funding: - SuperAwesome out of the UK (just raised $17 million) for kid-safe media - SECURITI.ai raised $50 million for privacy technology - Google is planning to block third party cookies - Global Alliance for Responsible Media is working to identify and boycott harmful online content Follow us on Spotify, Google podcast or leave us a review on iTunes. Have a great week. Thank you! Spotify- https://open.spotify.com/show/4CmetQ62mdBz62KtfXetiZ Google Podcast-https://podcasts.google.com/?feed=aHR0cDovL2ZlZWRzLnNvdW5kY2xvdWQuY29tL3VzZXJzL3NvdW5kY2xvdWQ6dXNlcnM6NDM0MDYzODIwL3NvdW5kcy5yc3M iTunes-https://podcasts.apple.com/us/podcast/martechadvisor-podcasts/id1373600978?mt=2

Brent Leary, David Raab, Anand Thaker, and host Chitra Iyer talk about 5 significant martech themes that will – or should matter in 2020: 1. The Customer Data Management space • David explains why his biggest milestone in 2019 was Salesforce, Adobe, and Oracle coming out with seemingly legit CDP’s, and “the very specific technical change” they have made since they entered the CDP conversation • Privacy is the other big significant concept. “It’s getting marketers rethinking how they will approach the concept of customer data” • Brent: will CDPs finally go beyond marketing and become an enterprise tool? • Anand: there are 2 drivers of CDP investments. “Privacy is a driver – but it’s a stick. CDPs as an engine for digital transformation/ customer experience is the more aspirational reason why CDP investments will grow – it is the carrot.” 2. Will Adtech and MarTech finally converge to cut out the biggest silo in CX? • Anand: Silos keep a lot of the possibilities around customer experience wanting • David: The biggest change is media addressability - that will lead to convergence • Acquisition activities and retention activities should not be separate – there will be a convergence of every tech possible (we’re calling it ‘omni-tech’!). 3. What’s worth watching in Sales tech? • Brent: will salespeople finally stop hating CRM in 2020? • Brent: Voice + AI is going to be hugely transformational for sales tech • Brent and David: the subscription economy is changing the nature of the sales job • Anand: the ‘AI-fication’ of sales tasks and the retraining of sales to be value creators are keys to the future of sales – not sales tech per se • Brent shares his report from what he found the most interesting at Dreamforce 2019. 4. Analytics and the future of data visualization for marketers • Visualization versus voice or visualization + voice? The panel discusses what will be the most useful for marketers 5. Transformative technologies to look out for - The vote goes to Voice - with a really smart integration layer that can take voice queries and connect to the right system in the backend - Is Location the underrated tech we should care more about? Please follow and review us on Spotify or iTunes Thanks podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview

What is rich media and why is it instrumental in the end user experience? Sanjay Sarathy, VP Marketing of Cloudinary, talks rich media and how marketers can get better outcomes from developing a practical approach to their non-text media strategy. 2/3rd of the web is images, or non-text content. And the world of non-text content is evolving fast- what with video, voice, AR-VR etc. all vying to play starring roles in most marketing strategies today, and users themselves evolving how they interact and engage with these non-text formats at different stages of their buyer journey. What are the 4 key things we see brands that ‘get’ rich media are doing? Here’s a hint: 1. They do an optimal mix of video, audio, devices, UGC and studio etc. 2. They recognize that different channels require different forms of media 3. They are constantly iterating and improving and evolving both - media that performs as well as media that underperforms 4. Well before they reach the stage of defining technology and processes, they have figured out the personas and their priorities In Section 1, Sanjay Sarathy, David Raab, Anand Thanker and Chitra Iyer delve into the 7 most common questions’ marketers want answered about rich media: 1. What is rich media and how can it impact customer experience? 2. Can we automate the creation and delivery of variations of one really great rich media asset? 3. What are the performance implications of rich media and how can I balance engagement with the cost of content creation? 4. How can I move beyond relying on our own content and manage and scale user generated media and content safely and intelligently? 5. How should I optimize for all possible touchpoints and formats that rich media allows? What trade-offs should we make to help decide our rich media content creation and distribution strategy? 6. How impactful can using search optimised rich media be for brand discoverability 7. How do you quantify engagement to make a business case for rich media? Focus on o Usage metrics (time on page, conversion, sharing) o Performance metrics (is my page or app or content asset performing better than it did X months ago in terms of streaming speed, page load and all the things that ultimately improve engagement rates) Plus 8. Sanjay Sarathy shares Cloudinary’s own martech stack 9. David (who was recording from Germany) plays his AI drinking game (see the pic if you don’t believe us) Section 2: A New CDP Trend We take a look at what even David Raab has called a trend in the CDP space - the acquisitions of AI based predictive tools by CDP vendors in November. There were 3 in November to be precise, but its getting more common. Is it because marketers want predictive capability out of the box without additional integration; just another way for vendors to differentiate themselves in a confusing and crowded market; or is it about plugging the analytics gap between data organization and data activation at two ends of the customer data spectrum? We delve into why that may be and what is pushing CDP vendors to shore up their solutions in this direction. PS - the 3 Novemebr acquisitions were: - Amperity bought Custora - Manthan bought Rich Relevance and - Netcore bought Boxx.ai Please follow and review us on Spotify or iTunes! Thanks! podcasts.apple.com/us/podcast/talk…st/id1373600978 www.martechadvisor.com/multimedia/podcasts/ podcasters.spotify.com/podcast/4Cmet…etiZ/overview

Gary Laben from permissioned-first party research data provider Dynata tells us how marketers can use research-based data to bridge the gaps in our understanding of the customer. ‘Understanding the consumer’ is easier said than done (understatement of the year!). As Gary Laben from Dynata, David Raab from the CDP Institute and Anand Thaker of Intelliphi discuss in this episode of The Talking Stack, it will take a lot of technology and a lot of skills to do that in any meaningful way. Certainly, more than one methodology is needed to assemble all the data and insights needed to minimize the gap! And in today’s episode, we see how the present tech-enabled, democratized version of first-party research can help marketers do just that. Here are the top 5 areas of discussion in episode 62 of The Talking Stack: 1. The ‘democratization’ of research and how the technology around market research is changing and evolving the space from the ‘do it for me’ model to the ‘do it together’ model and finally the ‘do it myself’ model 2. Is everyone a market research expert? What are the skills needed to avoid the simple and not-so-simple mistakes we make when it comes to conducting and leveraging research-based insights? 3. Do we overestimate what’s possible with data? What are the limits with how much we can react and respond to what the data is telling us? Anand, David and Gary take us from the philosophical to the practical when it comes to humans understanding humans and how e data can be used as ‘a basis for the actions.’ 4. Why marketing teams will shift focus from customer intimacy to customer primacy and customer centricity in 2020 and beyond 5. David’s apt wrap-up quote: “Personalization and great customer experiences are not the same thing.” You may not need a lot of data to deliver great customer experiences – there may be basic but valuable experiential things that get deprioritized because we are focused on chasing the more glamorous data-driven or technology-driven aspects of experience. if possible, find a minute to follow us on SoundCloud , Spotify or leave us a review on iTunes and we'd be grateful. Have a great week.Thank you.! https://www.martechadvisor.com/multimedia/podcasts/how-to-use-insights-from-permissioned-first-party-data-62

Join Jeff Nicholson VP, CRM Product Marketing at Pegasystems and David Raab in a great conversation around relationships and the future of CRM, where they will explore such questions as: 1. Can you orchestrate something you don’t have any control over? (i.e the famed ‘customer journey’?) 2. What’s best for the customer and why the future of customer-centric marketing is not about the next best offer but the next best action (which may not be an offer at all) 3. How marketing success metrics are changing in the world of customer-centric marketing 4. Why are CEOs not getting value out of CRM and why are CRMs unable to drive value for company-customer relationships? 5. How to move from systems of information to systems of relationships? How can we build systems that serve up insights right into the moment, instead of systems that just serve up data? (Hint: heard of ‘Real Time Interaction Management’? 6. How central decision hubs with federated (not consolidated) data structures are helping marketers become channel-less in their approach, and why it matters that you build the logic for the journey independent of the channel, if you are a marketer heading into 2020 and beyond. 7. Why the buyer’s journey and the customers journey are two different things, and how your customer-centric marketing needs to respond to that 8. With technology and data and analytics getting better, faster, smarter, how can marketers keep up? What the ONE TRUE skill of marketers in the future going to be? 9. The matter of integration: how to serve up insights into the moment across a range of channels that may not be able to talk to each other, and how to pick a vendor that doesn’t fear integration across the ecosystem of technology. 10. Why getting the ‘offer or next best action’ right is important, but not getting it wrong is equally important (you will probably overlook this if you only care about campaign conversions instead of relationships over time) Plus: David and Jeff share predictions on what customer engagement and relationships will look like in 2020 and beyond. if possible, find a minute to follow us on SoundCloud , Spotify or leave us a review on iTunes and we'd be grateful. Have a great week.Thank you.! https://www.martechadvisor.com/multimedia/podcasts/central-decision-hubs-buyer-journeys-customercentric-marketers-and-the-future-of-crm-61

If you track social media marketing best practices, chances are you’ve heard of Santiago Solimei, the global head of social media at the Melia group of hotels. While their success with social media marketing has been extensively covered in the press, let me remind you of the outcomes: the company has been named one of the 10 most influential brands on social media; and has built a solid online community (over 6 million followers) around its 545 brand and hotel accounts on different social media platforms in 167 countries. If you think those numbers are staggering, then listen to this - Social media generates 24% of the traffic to melia.com and more than €42 million in sales have been attributed to social. Today, Santiago takes us through a social media marketing masterclass which will have you asking: “How strategic is my social media strategy really?” Santiago calls social media the ‘golden thread that connects all the stages of the consumer journey’. But, lets be honest - for many marketers ‘social media’ is a must-do where mere social media presence becomes the end in itself. Often, there is no real ‘strategy’ beyond setting up the social handles and getting an agency (or worse, a couple of interns) on board to man the stations. However, approached strategically -and in the right context, of course – your social media ROI could be much higher than you probably think possible. Listen in as we talk to the man who has put his money where his mouth is when it comes to proving the business case for social media. Here are some highlights of the stuff we discussed: - Why Melia Hotels wants to be a ‘social first’ company, and the key levers to get there: - The role of the CEO in driving business outcomes from social media, and hiring the right kind of people for a digital/ social first team - Developing an organization wide social media charter for global enterprises - Converting social media engagement to revenue (while remembering that selling is not the ultimate goal of social media) - The fans set the rules – and other rules of social media engagement - Building a balance between branded and experiential content, studio content and user- or influencer-generated content – and why nothing is ever actually ‘free’ – not even UGC - The difference between ‘community’ and ‘audience’ - How to behave like an online publisher/ experience seller/ content generator/ media company (while still retaining the essence of a hotel and travel company) - The 4 pillars of your social media strategy: o The right people o The right platforms and tools o The right budgets for media and campaign management o The right budget for amplification and content boosting

Steve Petersen, marketing technology manager at WGU, an online institution for higher education shares what the job profile really involves, real life practical challenges on-the-job, the reality of choosing the right technology, and on being a good partner to your martech vendors. Here are the top 3 highlights – but don’t miss the details in our conversation! 1. Want to build a career in martech? Here are Steve’s top tips • Listen to your dad! • Learn new stuff/ technologies when you get a chance, whether technical or functional- trust me, it will come in handy one day • Dabble in a lot of stuff by saying yes to workplace opportunities – it keeps you fresh and ready for bigger and better roles that may not exist today • Seek inspiration from organizations beyond your own sphere. Steve recommends you benchmark yourself with your direct competitors in your domain, but also with other best-in-class digital-first organizations, irrespective of the industry. Think Amazon et al. 2. How do you pick the right vendors and what are the big red flags to look for? He recommends using what’s out there- from speaking with consultants - Gartner, Forester, Cabinet M, Real Story Group - to reading peers interviews (on MarTech Advisor!) and of course, also, listening to vendor testimonials, what your colleagues may have worked with in the past and other signs. 3. How do you prioritize what’s most important in terms of allocating resources? Everything from A/B testing to analytics and what management wants to accomplish larger business goals…Steve also shares the foundational components of WGU’s martech stack - Salesforce, Marketo, Optimizely, Adobe Analytics, Adobe Experience Manage (AEM) If you are looking for a martech career or want to know what a serious martech manager’s job involves, don’t miss this conversation with Steve Petersen right eon MarTech Advisor’s Talking Stack.

Today we are talking about Artificial Intelligence (AI) and Machine Learning (ML) in marketing with Loren McDonald, who is Program Director, Marketing Research at Acoustic, and a well-regarded figure in the AI in Marketing space, having been the marketing evangelist for IBM’s Watson platform for over a decade. We start with clarifying the various terms related to AI in marketing – from predictive analytics to ML to AI and RPA and everything in between, how can marketers not be confused about what this really means to them? And how much do marketers really need to know about AI, technically, in order to make the right marketing technology purchase decisions? Loren suggests a level of conversational competency- knowing enough to ask the right questions about how it’s going to solve your specific problems is central to that approach. What are some of the most common misperceptions about AI? Most importantly, it’s not a magic black box – a lot of work must go into AI-readiness. What are some of the challenges with leveraging AI and ML for B2B use-cases? Of course, the volume of data points is lesser because there are fewer customers, so does that automatically translate into the AI no having enough to work with for pattern recognition? Lorens suggestion is to design marketing messages in a way that encourages ‘data interactions’ - design not just to drive clicks but design in a way that the system can learn as much as possible from simple, day-to-day customer actions and interactions on site and elsewhere. The real B2B challenge when it comes to trusting the data is also salespeople collecting and recording subjective data – since B2B is all about the relationships and networks versus a straight line buying decision, its imperative for B2B AI to be adept at understanding nuance, relationships and the networks that govern the buying decision. Finally, we talk about why consumer companies like McDonald's are investing so heavily into AI-powered technology – where is it going to fit into the overall CX? Are they motivated by owning the customer journey or by the need to automate human tasks at the order taking level? And what are the ethical issues involved with ML and AI-powered marketing? All this and more with Loren McDonald, Anand Thaker, and Loren McDonald, this week on The Talking Stack! If you enjoy it, take a moment to like us on Soundcloud or leave a review on iTunes! It will help keep the show going!

This week, we dig into the Gartner Hype Cycle for Digital Marketing and Advertising 2019, with Mike McGuire who takes us through the category selection and what the different phases (should) mean to us, marketers. We also talk through the 3 of the 4 technologies identified in the report as being transformational for marketing over the decade - currently, these 3 are all at the ‘peak of inflated expectations’ but will soon be entering the ‘trough of disillusionment’. Customer Data Platforms AI for Marketing Real-Time Marketing We connect the dots between the 3 technology categories in the context of ‘data’, as well as talk about the distinctions between real-time data ingestion/ integration, real-time marketing, and our responses as marketers, which don’t have to be ‘real-time’ as much as what Mike calls ‘customer time’ for the best customer experiences. David adds, “people don’t want personalized ads - they want personalized service experiences.” While on experiences, we throw in the ‘adtech-martech convergence’ conversation for good measure, and David tells us he’s (coincidentally) been hearing a lot more CDPs plugging directly into a DMP (versus DSPs as was the practice so far)…we live in interesting times. I ask them why some people (like me) have such different ‘buyer’ and ‘prospect’ experiences with the same brand, from the same device, in spite of all the technology available for ‘seamless’ experiences. Is it an identity resolution gap or an adtech-martech gap? Listen in as David and Anand both arrive (from different routes) at a very likely explanation. We end out the session with David and Anand taking us to some of the main themes from MarTech Conference East and what was particularly exciting to them. Don’t miss it! (or read the full transcript on the next tab) Additional Resources: For more information on the technologies driving marketing innovation, listen to the Panel Discussion: Gartner Hype Cycle for Digital Marketing and Advertising webinar. The full report is available to Gartner for Marketers clients here: Hype Cycle for Digital Marketing and Advertising 2019.

We’re excited to welcome Duane Schulz to the Talking Stack this week- not just because he brings decades of perspective from both enterprise and start-up experiences, but also because he is a passionate champion of responsible marketing that creates true brand value. Here’s what we talked about: On Steering the marketing and martech digital transformation at Xerox: Duane highlights a 4 step framework they followed when he led the dual marketing and martech practice there: 1. Discover: identify the tech people had already deployed across a very distributed marketing operation (over 30 different marketing teams globally) and finding the stacks that had been created intentionally - and unintentionally 2. Organize: develop a taxonomy that combined the need for a centralised layer and a decentralizes ‘satellite layer’, and give the decentralized marketing organizations the freedom to make their own choices while still governing centrally 3. Structure: identify the resources/ skills/ training and funding needed at the centre and on the ground and create a new organizational structure to manage the stack 4. Plan: building a multi-year progression model – people tend to underutilise every martech tool they use- so we made a plan to progressively go to higher levels of optimal usage and defined the steps needed to get there- all the while, still rolling out new tools in parallel! On the differences in the way marketers choose martech today versus at a time when the landscape had 1500 logos on it The biggest development is the level of maturity we have now in tech selection and management, of course. We didn’t have a stack model back then - the big change is the way the (martech) tools are organized by functions and purpose in managing the customer journey versus what they do. Today, we also have a complex ecosystem with tons of plugins versus a few monolithic pieces of technology. On a Brand Value and Lean Surveillance approach to marketing Brands should approach privacy as a human right not a compliance matter- what if we embrace it and make it key part of the marketing function? Today, tracking has become an euphemism for Surveillance, and we are not doing it mindfully. Each tool in our stack is weaponised with tracking- which the vendors of these tools are doing on my behalf. CEOs and CMOs are carrying a lot of risk in their stack that may blow up on them one day- but they are also carrying a lot of opportunity to create brand value – what if we thought about that as the potential value of our stack instead of short term metrics like leads? This thinking is disruptive because marketers don’t want to mess with their demand gen numbers and traffic numbers (in the short term). But building trust and brand value beyond just the privacy and consent conversation needs disruptive thinking such as the concept of Lean Surveillance– a set of principles and practices that Duane elaborates in the conversation. Some of the nuggets include: • Be mindful about the inbound data you collect • Make a decision about buying or sharing data (Duane’s advice is - don’t buy data, don’t share data) • Avoid ‘misdirection’ and dark patterns- they detract from letting people make clear and wilful choices • Seriously consider walking away from lead scoring (highly disruptive but don’t miss Duane’s argument!) • Create a ‘tracking policy’ that sits next to your privacy policy • Audit yourself • Practice privacy by design • And many more….

This week we speak to Pedro about Business intelligence (BI) and Data intelligence solutions for the data-driven workforce – people who need data to do their work, but are not necessarily data experts. Pedro’s take on BI is all about creating ‘data-driven experiences’ – that are accessible by more than just data the analysts; and which go beyond just ‘reports and dashboards’. Here are some of the highlights of the conversation: 1. Getting value out of your data with data-driven experiences Multiple sources of business data has always been a messy problem. A modern BI experience can not only deliver a single source of truth on the business data; but can also help trigger operational business workflows based on dynamic data and articulate the data from different sources in a highly accessible and actionable way 2. Data-driven pain points for marketers: - Conflicting data: how many times do you go into a meeting hoping to make meaningful decisions based on data but end up arguing on which data is correct? - Narrow view of data- there is a lot of great business data that’s outside of the marketing source but marketers are often stuck in their own bubble or even sub-function - Lack of a data culture/ data literacy, which need cultivation, processes and investments in people - Lack of data leadership: executive sponsors who appreciate the value of data and can define and drive the data strategy 3. How do you reward curiosity about data and drive BI adoption? Marketing is inherently suited to drive adoption by doing several ‘marketing’ type things to build interest, reward curiosity and encourage usage in innovative new ways. 4. The future of BI and data visualisation People- marketers and other functional managers – live on apps like Slack and email – not in BI tools. BI needs to be available through those interfaces in simple query languages. The BI tool has got to empower people to harness the power of data to drive value for the business. 5. Going from data chaos to data enabled - It starts with data-leadership – followed by building the technology, people and processes - Build partnerships with groups outside of marketing such as IT, that can see data as a long-term initiative - Cultivate a data culture and find partners that understand the value of having a data culture - Define what you want to measure - business rules, KPIs and success metrics - Put robust governance mechanisms in place - Select tech that will support your goals, and go beyond the current, most-obvious use-cases - Empower people to execute the strategy and take it further - Data has a business purpose – be aware that applications and use cases keep evolving - and so should your data and BI strategy Segment 2: What’s up with B2B CDPs? David, Anand and Chitra talk about the changing mix of CDP vendors- are B2B CDPs going out of style? Why? And why are ‘campaign CDPs’ the ones driving the industry’s growth? Join us as we dive into these mid-year CDP industry trends.

Segment 1: In conversation with Jake Jake Moskowitz, VP of Data Strategy at Emodo + Head of Emodo Institute Here are the highlights 1. The mobile ad tech ecosystem The mobile marketing has consolidated in the last 5 years or so- there are clear centralised players where the money flows – namely the walled gardens and the open ecosystem. Jake explains all the elements of the ecosystem and how they work – a great segment to understand what’s what in mobile ad tech. 2. Is there a difference between mobile marketing and mobile ad tech? It may hard to see it from the outside, but the fact is that Mobile has taken over digital marketing, and Jake believes it happened the day Facebook advertising went mobile. “Even though a lot of marketing money is going to mobile, it’s not something marketers are specifically creating a strategy for, because the platforms are set up to build out a seamless experience between devices.” 3. What’s the biggest challenge with Mobile Ad tech today? The biggest challenge is that the platforms are catering to the lowest common denominator – this has watered-down the advertiser’s ability to be picky. People worry mainly about where the ads are running – and not worrying enough about the ‘how’ of the data. “Half or more of data is wrong - and yet people just assume it’s right because it’s in front of them – and I don’t think platforms today are doing enough to enable people to be pickier about the data on which they base their programmatic decisions”. 4. What can we do to fix the data reliability and accuracy problem in ad tech? Both Agencies and Vendors are starting to talk the language of quality – 3 years ago it was completely about scale and price. “The point is not to expect perfection - you have to keep making the trade-offs between quality (engagement) and quantity (reach) based on what your context. When it comes to decisions between scale and accuracy, the key is to balance both.”. 5. On 5G: what it is - and isn’t - about . Jake, who runs a podcast about 5G called FIVE, gives us the abridged version of what we need to know- as marketers- about 5G and its impact on the future of marketing. “5G should not be about speed in terms of ‘how fast you can download a movie’ - the real game changer has to do with latency - the interaction between a device and a network – the responsiveness timing. It will change the way marketers can use VR, AR, video, smart home devices”. Marketers need to think of 5G as a system of complementary technologies. It’s not about 5G alone. It is the combination of 5G + IoT + AI which is going to make probabilistic data far smarter. Soon, this will be the only way to make decisions fast enough for marketers to do real-time marketing. Depending on deterministic databases sitting on an AWS server 2000 miles away will not allow marketers to be able to keep up with the kind of new consumer expectations at scale in a 5G future. Jake says the 3 things marketers should think about in a 5G future are: 1. Building innovative, immersive customer experiences 2. Getting access to quality AI 3. Getting attached to the best data input sources We also talk about Locational Data being the only inherently data uniquely available from mobile, and how marketers need to make the most of it, in a world governed by regulations and consumer awareness. (The 6th episode of FIVE podcast is all about the Privacy Conundrum) Segment 2: Trend of the Week: Business Roundtable redefines the purpose of corporations 181 CEOs committed to lead their companies for the benefit of all stakeholders – customers, employees, suppliers, communities and shareholders. Anand explains why Marketers should care. “Brands are closer to consumers with digital. Consumers now dictate how a company should build a business.” He also wrote a blog post about it that we think you should read.

In this episode of the Talking Stack, we clear the air on what modern-day performance marketing looks like. Robert Glazer of Acceleration Partners brings clarity on what makes (and doesn’t make) for good performance marketing as seen through the lens of partner marketing as a methodology. We also look at common partner marketing mistakes and ways to optimize ROI from the methodology. Highlights: Its not the what, it’s the how Robert helps us understand partner partnerships not as a channel, but as a methodology. Though affiliate marketing got a bad rap, this version of transparent, rev-share, intent based, tech-enabled performance partnerships can help mature brands connect with the widest based of prospects via authentic brand partners. And they only pay when it works. What’s not to love? Who needs it? B2B, B-to-SMB, D2C, large, mature brands – everybody that wants to set up an organized network to sell or resell their product, and wants a simple, automated way to setup, track, measure, pay and repeat at scale, in perpetuity, can use this methodology. WHats interesting though is Robert’s take on who shouldn’t be doing it. Rookie Performance Marketing Mistakes 1. Not investing in BD or recruiting affiliates – don’t wait for resellers and partners to come to you, investing in building a strong network of partners 2. Don’t communicate with partners as you would with customers - they are your partners/ channel partners- not customers- they need a whole different communication that helps them sell. 3. Lifecycle nurturing of your partners – it’s not just about the signup but helping them to get as productive as possible as soon as possible and for as long as possible ROI Think about it as a subscription model and the LTV in terms of the repeat value you get from customers gained from this channel. This channel is great for both- acquisition and retention, if done right. Robert tells us how to figure out the unit economics of when this model may be worth it for you (and when to wait.)

Episode Title: Enterprise Data Management: When the Enterprise Owns the Data + Are CMOs redundant? Alexei Yukna, Director of Marketing Technology Research at 14West talks gamut of themes, who as a practicing professional – someone who is actually involved in the day-to-day of bringing enterprise data together and leveraging it for better business outcomes – shares some practical insights not just for his peers, but even for martech vendors! Here are some of the key highlights: 1. Going Agile: Alexei takes us through the entire process of how 14West decided to adopt an agile approach to building technology and managing enterprise data for the over 40+ global businesses they serve. The goal is to help marketers at these companies find their audiences (inbound) and keep them (subscription) – and he shares their agile strategies, including centralizing the PMO and integrating complex, cross-functional yet dependent teams Don’t miss: Marketing and Technology have every different perspective on what Agile means, and Alexei lets us in on it! 2. Putting Data at the core of the digital experience platform Alexei says: “If you say the enterprise owns the data, then you really need convergence between the types of data and where its put, but also in the philosophy between the stakeholders” How does a complex organization of this size manage first and third-party data architecture and audience management? How are they bringing agility to the way data can be accessed across different stakeholders without compromising on security, speed and scale? Once 14West decided that enterprise data is at the core of the digital experience platform, they focused on: - How is the enterprise data constructed? - How is the data abstracted as a layer between the enterprise ERP/CRM (or other data sources) and the CDP? - Understanding how each stakeholder consumes and interacts with the data in different ways The Outcomes? They saw: - Better data going into the CDP - More optimal utilization of the CDP and therefore more efficient and effective activation of the marketing data (they use Lytics and Blueshift) - Better representation of the element’s marketers were looking for - Better affinity scoring - Better ability for Marketing to work closely with the data enterprise team for smooth data flow 3. Rationalizing the stack, integrating the elements, and making build versus buy decisions for technology: Of course, key considerations include use-case, speed, scale, real-time, data flow, minimal latency, safety and compliance, cloud-first, etc. Plus, Alexei shares more on 14West’s best practices such as ‘release with parity’, ‘safe agile’ and ‘minimal disruption/ business continuity’. Don’t miss: Alexei tells us why investing time in a PoC with the potential vendor is useful and practical, and saves you a ton of trouble later. The best part: vendors learn a lot from it too, and are able to refine their product and solution based on what they learn – even in PoCs that don’t convert into a partnership. SEGMENT 2: NEWS OF THE WEEK How do you hire for a CMO now? What does that look like? Can you get away with not hiring a CMO and distribute the role across multiple specialists while reimagining what this role needs to do? In the recent past, J&J, Uber, and McDonald's have all announced that they will not be replacing outgoing CMOs. In the post-Q2 results call recently, the CEO of Unilever, while announcing increased digital marketing and marketing technology investments, shared that it was getting increasingly difficult to find the right people to manage this degree of complexity and convergence. Tell us what you think! Join the conversation here on LinkedIn, Twitter and like us on iTunes or Soundcloud.

Segment 1: In conversation with Brian Regienczuk of Agency Spotter Having trouble finding the right agency partner or navigating all your approved agencies? There’s a tool for that, and it’s in the cloud! Join us in conversation with Brian Regienczuk of Agency Spotter(https://www.agencyspotter.com/). We talk about Client Reviews as a way to bring objectivity to the Agency selection process, and why really complicated Agency websites (ironic!!) make it so difficult. Brian suggests, “Having a common structure to the way agencies are presented just helps people make faster decisions and brings context to the decision-making process”. Find out how Agency Spotter are doing that. Brian also brings a fresh perspective to the CMO's job – it’s all about making people – teams and agencies - head in the same direction and on the same page as brand goals. Managing Agencies thus becomes central to their deliverables. Easier said than done, and we aren’t even talking about integrating or connecting the systems, customer data and performance metrics across the customer journey or CX yet! Think all the advancements in attribution martech are helping? And surprise of the day: In addition to advertising, digital strategy, web and social media; direct marketing agencies also figure in the top 5 searches on the agency spotter platform! Yes, still! Read about that and other insightful stuff on Agency Spotter’s latest Agency Trends Report In segment 2, we talk about the recent announcement from Hubspot on free upgrades: first the agency and API ecosystem and now this forward integration - By including additional email functionalities in its free offering, HubSpot is positioning itself to serve as the primary CRM, email and social provider for small businesses when they outgrow the free services and need to expand their digital capabilities. This offer is apparently based on the insight that small and mid-size business waste a lot of time working with disparate systems for each element of their digital marketing. By including these email and advertising tools into the free CRM, HubSpot is ‘giving users the ability to manage those essential features in one connected system, but also helping them gain more insight into a broader sweep of the customer experience’. We also talk about how the focus on Agencies as well as their unique model of training and onboarding Agencies to make the most of their platform helped them win big time in the small and mid-size market. Segment 3: Hails of the Week: If you’d like to learn more about our hails for the week: Oracle and The World Bee Project expand partnership following trials DataRobot Launches AI for Good: Powered by DataRobot And get some handy tips on How AI companies can avoid ethics washing here:

Standout term from today’s show: CDAP: We’ve build CDPs to create a unified data set about each customer, but do we have the ability to activate this data cross our disparate marketing automation systems? Remember, we discussed on this episode how integration between martech stack components is still the single largest challenge marketers today face. No matter how much great data you have, putting it to use across channels in well-orchestrated campaign is still the winning trick. With vendors such as CDP BlueShift talking about Customer Data Activation Platforms, and many others starting to talk about the importance of activating the data in an orchestrated manner across multiple channels, this is a conversation we are just getting snuck into. 2 more terms you will hear on today’s show: - Stream Analytics: Streaming analytics work by allowing organizations to set up real-time analytics computations on data streaming from applications, social media, sensors, devices, websites and more. (Techopedia) - Kaggle Community: Kaggle is an online community of data scientists and machine learners, owned by Google LLC. 1. Report of the week: LUMA Digital Brief 024 — Market Report Q2 2019 We talk about the rise and rise of the customer data management space as well as how the need for improved data activation and platform integration is going to impact the space; the need for a D2C expert on the Talking Stack and other little nuggets from the report. 2. Facebook and the DLRM What does DLRM- deep learning recommendation model - mean to the average marketer? How can we use it in our day to day? 3. GDPR shows some teeth with the fines on BA and Mariott. if possible, find a minute to follow us on Soundcloud , Spotify or leave us a review on iTunes and we'd be grateful. Have a great week. Thank you.!

Anita Brearton of Cabinet M is one of the pioneers of stack management and rationalization, and we were excited to talk about going from Franken-stack to Fabu-stack in this episode of the Talking Stack. Should every CMO put stack rationalization on their agenda for the year? 21:02 Sure! Wouldn’t you, if you knew you could save up to 20% on Martech spending with an exercise like that?! + What can vendors do to help marketers build more effective and efficient stacks? Anita has a great tip for all Martech vendors We start with talking about why finding and managing the right martech tools still a challenge. Is it because there are too many products? Or is it that companies don’t know exactly what problems they want to solve with technology? How can the stack become a strategic weapon in customer acquisition, retention and revenue generation? How can marketing organizations build internal discipline in the age of SaaS and credit card swipes? There is a need to balance the strategic applications of the stack with tactical, adhoc needs that come up. Anita says, it doesn’t matter if your purchasing is centralized or decentralized – the stack oversight must be centralized, else you will have redundant platforms or unnecessary renewals. We talk about CabinetM’s tips and best practices to help build value-creating stacks and rationalizing existing stacks. Here are the highlights: • Run a stack audit– start with the business objectives and connect the dots to the technology needed at the functional level to meet those goals. • Then identify your anchor technology components- CRM, MA, CDP - and build a single source of truth for the marketing activities that will emanate from these anchor platforms • Build a stack with layers- start by rationalizing by technology category. Then move to outcome areas - customer journeys, relational data through the stack or any other approach • Finally, use a tool like CabinetM’s to drag and drop supplementary tools around these anchor technologies, evaluating the ease of integration of these tools so they can all feed from the single source of truth anchor systems. • Find a way to also track and document technology proficiency within the organization so that the tools can be used optimally by real experts. So, what role does the marketing leadership need to play in ensuring the stack is strategic and that there is purchasing discipline in the team? While marketing ops is centralizing stack oversight, we also see CMOs distancing themselves from the building of a truly strategic stack, and this is the wrong approach. Anita adds, “When tech represents 30% of your budgets and is critical to meeting your revenue, CLV and CX goals, CMOs can’t afford to not be engaged.” What kind of CMO does well with being hands on with tech? Anita says that there is every chance the CMOs of the future will come from a technology background. Unfortunately, she adds, its becoming too easy to just ‘do things’ with technology without really knowing the deeper fundamentals behind the marketing strategy, brand, positioning etc. (ed. Note: This recent post on LinkedIn by Larry Kim about the modern ‘Unicorn Marketer’ reminds us of the sheer length and breadth of all the stuff a marketing leader needs to know today!) HAIL AND FAIL OF THE WEEK We have a privacy Hail for a change! Manufacturer Axon says it won't use facial recognition software in police body cameras any more. The announcement comes amid a debate over how police should use facial recognition software, and as cities and states consider bans of the technology. We’re just glad its being debated. And then a Friday Fail about the Instagram celeb with 2 million followers – who couldn’t sell 36 T-shirts. What does that tell us about influencer marketing? Anand has some ideas. Liked the show? Hated it? Tell us either way on LinkedIn or Twitter! And grab a sec to hit like or follow on SoundCloud if you want to keep us motivated!!

Welcome back! This week, we don’t have a guest, but we have some great news nuggets to analyze! 1. We breakdown what Google Big Query’s recent announcement on predictive marketing analytics templates may benefit marketers – but we take it a step further and also talk about how offerings such as this could impact the overall Smart Data space (specifically how Data Lakes are getting smarter) and whether this could also impact the CDP space as we know it. Predictive marketing analytics using BigQuery ML machine learning templates 2. Next up, we talk about the blurring lines between martech and adtech and how this means that customer data privacy may be vulnerable (as may be the Brands extending ‘anonymous’ adtech applications into ‘personalized’ martech activations. The question we’re asking is are the blurring lines between adtech and martech making any kind of governance or data regulation that much harder? Clear Channel Outdoor Pioneers Seamless Integration of Advertisers’ Preferred Data Sets for Customized Campaign Planning, Measurement & Optimization LiveRamp Buys DataPlusMath to Connect Web Behavior to TV Ad Views Tru Optik Offers Individually-Targeted TV and Streaming Audio Ads for Political Campaigns 3. In the context of the announcements from WP Engine and Get Response, we talk about how small or standalone marketing automation companies are growing via partnerships and acquisitions to offer a broader set of all-in CMS, CRM, MA and ESP capabilities to keep pace with their fast-growing Clients, whose needs and complexities are scaling fast (and have outgrown the basic all-in-one or marketing automation capabilities these vendors offered at the SMB stage.) Will this have any impact on the way the martech landscape will look a few years from now? How will verticalization and leadership impact martech choices of high-growth mid-size companies? We dive in. WP Engine Strengthens HubSpot Integration and Buys Flywheel GetResponse Spreads Even Further Past Email 4. Hail of the Week comes from David: connected TV is impacting digital advertising, according to a new report that says 49% of video ad impressions are moving to CTV. Is David hailing the fact that ads are moving from Mobile to CTV or that ads are getting longer than 6 seconds? Find out! The rise of the 2-minute ad 5. Fail for the Week - this one is personal! A report out this week for a survey conducted in January claims roughly half of ad buyers said they use CDPs from Adobe, Salesforce or Oracle..ummm only problem is these are CDPs that aren’t yet released yet or just recently announced that they will have a CDP solution out soon. (We discussed all these new announcements in Episode 46: CDP R(evolution): 5 Major Factors Buyers Should Think About and Episode 47: Data-Driven Creativity for CX + Big Tech CDP News) Imaginary CDPs Are Most Popular: Advertiser Perceptions Survey And with that promise of more CDP explainers and White Papers, and David’s whispered earworm (subliminal advertising for CDPs) that we hope will ring through your head all week, it’s a wrap on The Talking Stack. Thanks for listening, and please take a second to leave us a rating on itunes or follow us on Soundcloud!

Segment 1: Talking to Akhilesh Tiwari, Global Head, Enterprise Application Services, Tata Consultancy Services This week, in our quest to get more diverse voices to talk about their view of Customer Experience (CX), we talk to Akhilesh Tiwari from TCS about the practicalities of aligning technology, data and creatives to deliver CX. Here are the questions Akhilesh raises for marketers: Do your backend systems support the marketing vision for CX? Are you forgetting the impact of back-end functionalities and alignments in the quest for cool front-end CX elements? What role can a CMO play in bridging these gaps? What does it mean to build a data-driven creative approach to CX? Are the KPIs around customer interactions aligned with the KPIs of the rest of the organizational functions? Are you personalizing to an individual or to each transaction of the individual, wherein she may bring a different persona and context to each transaction? Data and tech are critical, but as humans, we respond to stories and imagery – not to technology or data. How can data-driven martech help with creating engaging stories and experiences? Segment 2: Big Tech CDP announcement and 1 big report Last week, Salesforce, Adobe and Oracle all made customer-data related announcements. And Forrester released its first-ever B2B CDP wave report* where it names Lattice Engines and Leadspace as the leaders. We have a lively debate around the relative challenges and opportunities that would come with placing a CDP within Salesforce or any all-in marketing cloud ‘ecosystem’, especially in the context of data flow and integration. (*Editor’s note: The reason we link to the Leadspace site is because they have licensed the report for non-Forrester customers to be able to access it.) Also, you can listen in as Bobby Jania, VP, Product Marketing at Salesforce, tells Brent Leary about the addition of a CDP and the role of Einstein AI in the process, at Salesforce Connections recently. Calling out the need for ‘data freedom’ in a comment to MarTech Advisor, Jeff Lunsford, CEO of Tealium says, “As specialized enterprise software propagates throughout the enterprise, companies are also using an increasing number of software applications. Even companies that select an all-in-one suite for customer experience or marketing purposes will typically have ten more or more very critical systems outside that suite that they want to share data with. This challenge leads to the logical evolution of a vendor-agnostic, neutral data layer within the enterprise, which sits underneath and orchestrates data flows between these various suites and solutions. The neutral data layer helps enterprises overcome classic data silo issues and allows data to flow freely across the organization. Enterprises that want to future-proof their tech stack and maximize the insights they can gain from their data would be wise to select a solution that enables data freedom and empowers them to quickly adapt to evolving customer needs.” Segment 3: News of the Week: Facebook announced new digital currency Listeners can read an assessment of the announcement and what it might mean to marketers in this feature by MTA Editor Merilyn Pereira – but out panelists are quite clear that there is many a slip between announcement and reality.

Welcome to the CDP-Special with 3 of the most influential, independent voice in CDP: Zach Van Doren, CEO of CMOLabs; David Raab, Founder of CDP Institute; and Anand Thaker, CEO of Intelliphi. At the end of this session, we hope our listeners – primarily potential buyers of CDP and marketers interested in/ accountable for customer data management initiatives - have a better feel of some key factors/ developments impacting the space (beyond the obvious information one finds about choosing a CDP in buyers guides or vendor narratives) that they should be aware of/ thinking about. The 5 major factors buyers should think about 1. At 2.00: How do marketers strip down to the core of what their CDP needs to do? Many features, many functionalities – what really makes a CDP a CDP? 2. At 8.00: How will the growth/consolidation/acquisitions/fragmentation of the CDP industry impact the way a buyer approaches their decision? 3. At 18.00: At what point do marketing leaders start to connect CX and Personalization with CDPs? What is the connection between marketing automation and a CDP purchase decision? 4. At 22.00: Build or buy a CDP? Our experts help us understand if there is anything to the open-source or ‘tools that help you build your own CDPs’ options; and in what situations those may be useful to consider. 5. At 30.00: CDP, DMP or both? How to prioritize when the lines are blurring? Plus: a bonus rapid fire round with 3 questions that we ask our panel to answer in under 30 seconds… 1. What major innovations have you seen in CDP technology over the last few years? 2. What are the most frequent questions you get about CDPs? Have they changed over the years? 3. What sets a ‘great CDP’ apart from merely ‘a good one’? Share your thoughts and comments on LinkedIn and Twitter!

Episode Title: Customer Engagement: The Marketoonist Talks Martech In today’s episode, marketer-turned-marketoonist Tom Fishburne tells us why pain points are shorthand for empathy, and how he helps bring perspective to marketers by finding humor in these pain points. Here are the key takeaways from the discussion: Marketers need to get out of their ‘ivory towers’ and spend time with their customers in real environments- over the phone or in person. Quantitative data is great, but qualitative insight will only come from real conversations in live environments In fact, listen to not just your customers, but also sales and other functions- all of whom impact the CX. Customers only see the end interaction- they don’t care about silos in the marketing or overall organization. Telling the marketing story internally or externally: while the delivery should come down to your personal style, in essence it is about making a conscious effort to get everyone – all stakeholders irrespective of tile or function - to understand and come on board to deliver the ultimate CX as a team. There are 2 areas where marketers tend to overcomplicate things Strategy technology How can we describe our marketing strategy or technology in a way that can be understood by absolutely anybody? The extra seasoning that makes some marketers more successful than others is that everyone in the organization should think of themselves as an integral part of the CX being delivered There is a false dichotomy between digital and non-digital marketing but in fact people tasked with CX - people with CX in their titles – need to find opportunities to deliver delightful experiences throughout the organization and not just in marketing workflows. A lot of thing that happen in the organization can be used as effective levers for marketing and brand building but spotting them needs a holistic outlook and approach. What are some of the indicators of culture in an organizations? How comfortable do people feel sharing opinions proactively? How openly can they have conversations about the elephant in the room? How well do they build the brand from the inside out? Too much personalization is dystopian. David and Tom agree that there is absolutely no confusion in the customers mind about what personalization is actually useful – it’s the marketers who need to figure it out and use the data and technology purposefully to act on the insight. Marketers need to figure out how to use the incredible power of martech tools without seeming exploitative. Segment 2: Report of the week from CommerceNext 1. The report highlights the top 5 barriers to achieving marketing goals in 2018 / 2019. Marketing integration of tools Acting quickly enough on marketing initiatives Getting a full unified view of the customers Organizational structure misalignment Finding and keeping the best marketing talent These barriers are a great opportunity for martech vendors 1. Integrating technology components with a more concentrated effort than just offering ‘integration through APIs’ – it’s about truly helping marketers do more within the ecosystem 2. Helping marketers know the technology better and use it optimally to act faster on marketing initiatives Segment 3: News of the week: Apple enters Facebook territory In light of Apples’ recent announcements at their developer conference, we find that the lines between bigtech are blurring- they all have different value propositions at the front end but in fact at the backed the lines seem to be blurring between whether big tech like Google, LinkedIn, Facebook, Amazon, and now Apple, are actually software companies, ecommerce companies, social platforms, marketing automation solutions or a data-driven marketing and advertising companies…what re they really wanting to be?

Today we welcome special guest Siara (pronounced Sai-ra) Nazir, who is Head of Digital Marketing at Autodesk- a company we are all familiar with because of products like Autocad (that is just one of the hundreds of its brands of course)…Siara herself has been a marketer for close to two decades, and has done it all, from above the line to below the line and now digital marketing. We’re excited to be speaking with a practitioner to get a different perspective on martech and the challenges that come with digital transformation. Here are my choice takeaways from the show! Segment 1: in conversation with Siara Nazir 1. Siara has led the digital transformation for two Fortune 500 companies in her career, and she tells us all about her key insights. a. Dirty data is the biggest hurdle for any company trying to transform to a digital and experience led model b. People and processes are equally important. Trying to work in new ways with old organizational structures is a common misstep that companies make c. Collaborating with stakeholders such as dealers and distributors is central to winning digital transformation with companies that have an instore-online model. Balancing the relationship between ecommerce (D2C) and the traditional channels like resellers is a core skill d. Balancing the customers’ online and offline experience is also central to winning in the experience economy – marketers sometimes tend to ignore the experience in the offline world while making the digital transformation 2. We then talk about performance marketing. Is measurement and metrics the elephant in the room for marketers? Siara’s opinion is that indeed marketers seem stuck in old metrics that don’t matter in today’s environment. She explains how Autodesk is in the process of phasing out the return of ad spend and working towards a more full-funnel marketing measurement model, trying to address points along the buying journey where conversion or drop-off happens. A robust ‘pathing analysis’ is central to this approach. 3. AI for marketing applications has been a pet area of interest for Siara, and she has also shared in public her experience of developing an ‘AI-led conversion accelerator’ that helped quadruple conversions and double brand engagement. Siara tells us all about how that was created – and how it worked out. An unmissable bit of the show! 4. Our stock question of the week on how Siara makes martech investment choices, and what the Autodesk martech stack looks like fails to get any specific tool names, but definitely elicits a couple of gems including some information that’s going to have martech vendor sales reps sit up and take notice! SEGMENT 2 Trend of the week: the future of marketing automation To quote David “SugarCRM has purchased Salesfusion, one of the few stand-alone marketing automation systems still, um, standing. In the past month, Acquia bought Mautic, Act-On Software expanded into new channels, and MailChimp launched its own marketing automation product. Marketing automation is still popular but more as a condiment than an entrée.” I disagree and think marketing automation is going to be the glue that holds all marketing together in the future. But then we come up with a third angle altogether - with LinkedIn’s acquisition of Drawbridge, are social media walled gardens going to be the new marketing automation- or indeed, the new marketing stack? We debate it out, figuring that with the last of the standalone marketing automation platforms no longer in the market, the acquisition of identity graph capabilities giving social media platforms the power to own the ‘relationships’ of people with other people, brands and ideologies, and collapsing the distance between martech and adtech applications, we will see a very different martech landscape emerge in the near future. Are you ready?

Our discussion today, on GDPR’s one-year anniversary, attempts to go beyond stating the obvious – and may even give you some ideas and inspiration on how best to approach customer data in a complex, regulated and aware world. We divided today’s discussion into 3 parts: survey findings, impact on marketers, and still-open questions. Here are some of the best nuggets from the discussion: 1. Top patterns we noticed from the surveys - Customer trust on how brands use customer data is falling across geographies - Even privacy professionals are skeptical about organizational readiness to fully comply - Mobile is a silver lining – usage and opt-in and growing due to high locational relevance - Consumers are still struggling to balance convenience and personalization with the security of their personal information. - Compliance is costly, time-consuming and error-prone 2. How companies use customer data, and the steps that they take to protect consumer data are 2 different things. 3. Surprise! Consumers are not one-dimensional. They make rational decisions about when and where to share their data, based on a combination of trust, context, convenience, and immediate and relevant benefits/ value. 4. For marketers, the challenge is to be relevant, contextual and transparent at the consumer end; and to be compliant to regulatory demands on the other, while also managing costs and business outcomes. Editor’s note: If you are a fan of privacy-related fiction, (or indeed, of Bill & Ted), then do not miss David Raab’s recent blog post titled ‘Jamie’s Excellent Privacy Adventure’ for some real mind-bending alternate-reality scenarios. Reflections one year on: our top 5 areas of impact (What are yours?) 1. The C-Suite and Marketing leadership are getting more serious about building a culture of compliance. If great CX is in your DNA, then data privacy and governance is just one more thing you do as a natural part of delivering a great experience to your customers. 2. The ‘privacy by design’ approach is taking firm hold. Security and compliance are being built into fundamental product, marketing and technology stack design, which is more cost and effort effective than catch-up compliance. 3. GDPR has started a conversation between brands and consumers about data privacy, and new ‘social contracts’ are being negotiated because there is a general acceptance that everyone should benefit from digital technology without losing control of their personal information. 4. The balancing act continues: a. For brands, it is between UX and compliance b. For consumers, it is between convenience and data sharing c. For regulators, it is between emerging technologies, advancement and regulation 5. Several industries have also been beneficiaries of GDPR: - The data storage, localization, backup and archiving industry - The CDP industry: while not a direct solution for GDPR, do many of the things you need for compliance while offering additional value of data management and activation Our top 5 open questions: 1. Will we see a rise in the importance of first-party data? Will data vendor partnerships and ‘consortiums’ be in breach of some law anytime soon? David lets us in on his view. 2. Will GDPR threaten the ‘data in the cloud’ business and the SaaS business model? David and Anand argue that it will not, and will, infact help it bloom. 3. Will the growth and development of 5G, IoT and AI – all of which depend on greater connectivity and increased data sharing – suffer? 4. If the laws that govern the usage of data to personalize experiences vary across regions, how will that impact seamless global CX? 5. For years we have lived with the illusion of choice. Will we now also live with the illusion of consent?

Episode Title: Marketing Performance: Being Strategic About Marketing Ops with Jocelyn Brown, Allocadia It’s all about being ‘contextual’ this week on The Talking Stack! You hear the word ‘contextual’ and you think this is going to be about CX..but today we are talking about it in two different..well..contexts.. (sorry): the importance of context in measuring marketing performance; and the importance of context in buyer intent. Segment 1 with Jocelyn Brown from Allocadia is all about measurement and metrics, and Segment 2 is our quick takeaways from the Google Marketing Week and how it might impact the way you think about buyer intent and discovery as two sides of your programmatic adtech budget in 2020 and beyond! Segment 1: talking measurement and marketing ops with Jocelyn Brown First up, every marketers’ favorite (not) topic: performance measurement! We pick Jocelyn’s brains marketing ops and measurement best practices. Here is what we distilled it down to: 1. Approach measurement in the context of: o What your customers are trying to achieve o Your own organizational business goals o Your campaign and activity level goals o The dynamic internal and external environment o What you are trying to achieve with the metrics 2. Prioritize the metrics you really need based on: - Your goals and desired outcomes - Achievability - Internal audiences (hint: not every metric needs to be shared with everyone) 3. What mistakes do marketers make with measurement? - Too many metrics without purpose - ‘One core metric’ - Getting lost in operational data - Being inconsistent in measuring a metric 4. What skills do marketing ops specialists need today? - Understanding their own and their customer’s business - Data literacy/ systems thinking - Being a storyteller and connecting all the users of the metrics back to the business goals 5. How can we leverage marketing ops in more strategic ways? - Tie everything back to business goals - Involve marketing ops in planning so they can deliver more strategic outcomes - Help them create a winning ‘marketing experience’ for marketers who create winning customer experiences BONUS: Allocadia shares their martech stack Allocadia’s stack is all about driving value in conversations. And so, aside from CRM (Salesforce) and Marketing Automation (Marketo), they also have Pathfactory to help track and measure content consumption, Salesloft to sift through relevant conversations, Drift conversational marketing for acquisition, and Gainsight to help visualize data and prioritize tasks. Jocelyn also believes in her Nudge.ai tool to measure the depth and strength of customer relationships (Talking Stack listeners will recall meeting Dave Gerhardt from Drift and Steve Woods from Nudge.ai on the show! Check out those episodes to learn more about what they do to help with your goals) As a thumb rule, says Jocelyn, Allocadia tries to create a stack that helps focus on adoption metrics (very crucial for them as a SaaS) and facilitates customer conversations around value (crucial as a customer-centric company). SEGMENT 2: At 25.00 – Google Marketing Week 2019 takeaways – - Its about a new approach to intent – it’s all about balancing ‘contextual intent’ and ‘discovery’ Plus: - Anand wants more ‘dumb intelligence’ in the advertising he sees! - David manages to use ‘Borges’ and ‘Bayesian Hypothesis’ in a ten-minute span

Episode Title: Customer Journey: Are You Missing These 10 Keys to Word-of-Mouth Marketing? With Jay Baer SEGMENT 1: How to create a winning word-of-mouth strategy that drives business outcomes? Jay Baer, one of the foremost authorities on word-of-mouth globally, shares 10 secrets to winning word-of-mouth marketing. Here are 10 golden word-of-mouth marketing rules we distilled from our conversation with Jay Baer. 1. Good CX is not the same as a great ‘talk trigger’. Competency doesn’t create conversations. Removing friction, being omni-channel - all these things are basic expectations – but all this does is prevent churn. It doesn’t create stories. Many marketers assume creating a good – or even adequate - CX is a talking point by itself. 2. Look beyond the core CX of your product or service for your perfect talk trigger. If your core business is running a restaurant, then using ‘great tasting food’ as the talk trigger will probably be an uphill task - unless you are truly, exceptionally better than others. Look for the talk trigger beyond the basic CX to unlock conversations. 3. Keep it simple. Make ONE unconventional choice that customers don’t expect and delight them with it when they least expect it. Jay shares several examples of Brands that pick ‘one thing that could work as a talk trigger’. 4. Follow the 4 rules (which all happen to start with R) of a good talk trigger for it to work as a catalyst for conversations: - Must be remarkable, a story worth telling – no one talks about perfectly adequate experiences. - Must be repeatable – think ‘one-time PR stunt’ versus something that perseveres over time, across a wide section of customers. - Must be reasonable – as Jay puts it, keep it “big enough to be ‘talkable’, small enough to be trusted.” - Must be relevant - when possible, it should make sense in the context of who you are as a Brand. Keep it authentic and in-character. 5. Be flexible: for large enterprises, customer personas and expectations may vary by product line or geography, so be prepared to make variations as needed 6. Follow the process: according to Jay, the worst way to find your talk trigger is to get in a room and ‘brainstorm’ with your key crew! Here are the steps he recommends: - Build a journey map your customer(s) - Interview customers – long standing, new and lost - to find what they ‘expect’ from you - Create an ‘expectations matrix’ to identify what people expect and when – but also to find what people DON’T expect - Test and measure the ‘talkability’ of a few promising ideas before rolling it out - Know before-hand that the idea is scalable. 7. Amplify the trigger the right way: use technology like social media to gently remind customers about the trigger from time to time: but remember to nudge – don’t bludgeon. In Jay’s words, “Never turn the talk trigger into an advertisement.” 8. Measure effectiveness: here’s the 2-steps Jay suggests for measuring talk trigger effectiveness: - Listen to the conversations: monitor the social chatter/ feedback/ reviews and customer service call logs - Interview customers for aided and unaided recall/ mention of the trigger 9. Social media and word-of-mouth are not the same thing: triggering customer conversations on social media is convenient but not the whole story. 10. Don’t use word-of-mouth, or MarTech - or anything – to control, manipulate or own customers! Word-of-mouth is truly one of the last preserves of pure marketing based on delight and engagement. SEGMENT 2: The Tin Foil Hat Section starring David Raab We talk about the trend of ‘Privacy as a Value Proposition’ - listen in as we discuss why privacy is a good talk trigger today and why companies like Facebook will soon make that redundant. SEGMENT 3: The Voice of Reason Section (also starring David Raab) David reminds us that CCPA is nearing- with just 7 months to go, not all of us are prepared.

The last time I heard marketers talking about a real-world change that impacted marketing, it was the subscription economy. Now, the opinion may vary on that but I’m hearing the words again. No – not subscription economy. This time, its Experience Economy. In today’s show, Dave Gerhard from Drift talks to Team Talking Stack - David Raab, Anand Thanker and Amit Varshneya (filling in for regular host Chitra Iyer) about why conversational marketing addresses a critical world change, and a ton of great ideas on how you can make the most of it in B2B marketing and sales. “We’re not focused on replacing humans with bots, we are focused on using bots to facilitate more powerful conversations between two humans.” - Dave Gerhardt, Drift Dave G. kicks things off by reminding us that no one wants to be sold to – or marketed to - anymore. People do want to have sensible, timely conversations, which contribute to overall delightful experiences. Agreed. But how can conversational marketing specifically help address that for us marketers and sales people? Today, we break down conversational marketing for B2B marketers in the hopes of getting more solid business outcomes from it. Before we get into those powerful outcomes, here are a few ‘what not to do’s: 1. Don’t aim to replace the B2B salesperson or the BDR by a chatbot anytime soon. 2. Do not treat conversational marketing the same as live chat or even a ‘version’ of the phone tree. 3. Don’t withhold information from customers about chatting or interacting with a bot – be transparent and make a full disclosure upfront. Now, for the fun part-my top 5 takeaways from the conversation on conversational marketing: 1. Conversational marketing - using conversations to build engagement with the prospect or customer is built upon two major pillars. The Trust Factor and the Experience factor. 2. Conversational marketing systems in the B2B context can add real value to business by intelligently balancing the Signals to Noise ratio 3. We spent a good bit of time talking about Sales and Marketing alignment 4. Integrating the front end and back end of conversational marketing is critical 5. We spoke about the Drift story – their journey, how they are their own best customers and learn from their own usage of Drift to make the tool better; and how they went about creating a category called ‘conversational marketing’ 24.55 News of the week Publicis acquires Epsilon this month, and IPG acquired Acxiom last year. What is changing fundamentally in the ad agency business? 3 fun questions from that conversation (listen in for the answers!) - Anand asks: Are Agencies turning into digital magpies, hoarding up both digital capabilities and data- without really knowing what to do with it? - Amit asks: Are Agencies trying to build a model where enterprise marketers can outsource the entire martech stack and focus on the strategy? - Dave G asks: do brands really need to drop millions on agency-style choreographed messages when all customers really want is authentic brand experiences? David Raab has the last word(s): Will Agencies be managing martech (for Brands) in the time to come? They certainly need to rethink where they are adding value – few will survive. 32.24 Hail & Fail of the week In our Fail of the week, bad data doesn’t fail to disappoint - more reports telling us how ill-prepared we – both large and small companies – are, when it comes to protecting our consumers' interests. Our Hail of the week is a look at how AI is getting democratized with this report from Data Robot. We have talked in the past about Big Tech going open source with a lot of the AI tech…we know there is war for talent and everyone is trying to get the next big mind in AI to come join them, AI is not something just for the big boys with the best scientists – it’s also going to let smaller companies punch way above their weight.

This week, David, Anand and I are joined by Nancy Nardin, creator of the Nancy Nardin Salestech Landscape, to talk about all things Salestech. How to buy salestech, why to buy it, who should buy it and how to optimize the outcomes from salestech investments. Here are the highlights: The evolution of Salestech and state of the landscape: it’s a scattered approach but it should be strategic. - Salestech is more than CRM - Why we aren’t investing as much or as well in salestech as we should be - Who is in charge of salestech buying? - Why is sales tech lagging martech so much? What are the traits of sales organizations that are leveraging tech really well? - They have made a commitment to tech as a strategic imperative - Start with capability gaps- not technology - How do we build a roadmap for the right technology rollouts? - The Hierarchy of Sales Need – the highest level (who we are selling to and why) versus the bottom of the hierarchy: driving leads into the funnel - Managing sales capacity optimally by prioritizing where salespeople spend their time and investing in the tech to enable that Who is on the buying committee for sales tech and what are their dynamics? - Marketing ops - Sales ops - Sales enablement - Sales leadership Should we be talking about the Revenue Stack instead of the sales or marketing tech stack? Are sales and marketing too closely inter-woven to separate the stacks so cleanly? Understanding the different priorities of sales and marketing - how can marketing help sales be more efficient? Is marketing thinking empathetically enough about what sales really needs? The notion of quota, moving from activity-based measurement to outcome-based sales activities, and the 3 trends impacting tech-enabled sales teams: - The maturity of Inside Sales - Sales enablement as a role - The potential of AI to change the game for reps The 5 basics sales priorities and finding the tech and tools to help enable that - Are sales people focusing on the right things? - Do they have the right tools to get prospects to engage? - Do they know how to leverage content to communicate value? - Are they able to close in a timely way? - Do they have the ability to sell again? What is the basic minimum salestech stack requirement for a high growth company? - CRM - Online meetings - Lead list building/ Access to contact information - eSignatures But then Nancy questions if CRMs are really designed for high-velocity sales organizations How can sales people be more transparent about their products and build trust with buyers? - Nancy says ‘listen and ask layered questions’ - David says ‘don’t focus on features alone but try to address their more operational questions honestly in demos. Help the customer ask the right questions’ - Anand says ‘understanding the context and career stage of the prospect they are talking to, since investing in tech is an important milestone in their career’ is an underrated sales skill - a LOL moment about Sales ‘biggest weaknesses’! Cutting the FAT (fetching/ assessing/ tasks) in sales: only 35% of a sales rep time is spent talking to customers. Why? And where do they spend the rest of their 65% of their time? How can salestech help move that 35% to 50% and what would our revenues look like if that happened? Biggest changes in the salestech landscape - the biggest chunks of tools on the landscape are from just 2 major categories: Who to sell to, and How to keep them engaged. All the rest of 40+ are squeezed into the second half of the landscape. At the top of the funnel is marketing, bottom is management. A lot has to happen to close a deal- how do we get the tools that helps the rep to succeed in the middle of the funnel? Nancy suggests the need for a framework. News of the week: Why did McDonalds buy Dynamic Yield? McDonalds’ biggest acquisition in 20 years: Buys personalization and decision logic technology company Dynamic Yield.

Episode Title: Business Intelligence: Measuring Marketing, How Google Innovates with Babak Hedayati, Tapclicks Guest of the Week: Babak Hedayati, Founder and CEO of TapClicks Babak reminds us why marketing data is such a crucial- and often overlooked – source of BI for the organization, and also shares the need for performance measurement tools and dashboards to deliver relational and causal insights in our cross-device, omnichannel world. We also talk about why the partnership with Snap is significant and the complexities of successful data-driven decision making in the complex times we operate in. Babak also reminds us that the most important success factor in data-driven decision making is story-telling, driving adoption and getting the right data to the right person at the right time. Event of the week: Martech Conference What’s going on at MarTech? What are the conversations and the big themes people are talking about? Anand and David tell us what the big conversations are around. Spoiler alert: it’s not IoT and its not mobile marketing… Trend of the week Signs of CDP industry maturity? David tells us why he thinks the time has come to arrive at a formal certification of ‘what makes a CDP a CDP’ and why vertical CDPs are useful A vendor certification program by CDP Institute (must mean there is now a definitive agreement on what a CDP means?) A wave of vertical specialist CDPs (Optimove; Healthgrades) Continued funding and acquisitions in the space BigTech (sore of) announcing CDPs (Adobe) News of the week Centerbridge Partners to Acquire IBM’s Marketing Platform and Commerce Software Offerings to Form Standalone Marketing and Advertising Technology Company Centerbridge announced that it will acquire IBM’s marketing platform and commerce software offerings - why is this interesting to marketers? David, Babak and Anand get into an interesting conversation around business priorities and letting go… Fail of the week? Google has been shutting down products at will in recent times, and we wonder if this is reckless or is Google actually in tune with younger consumers who don’t mind moving more flexibly through services? We have a useful discussion about how entrepreneurs and high-growth companies could approach innovation (Does Google’s ‘fail fast’ approach work in all cases? Why innovate in the first place?)

Segment 1 - 01:00: Discussion with Special Guest Jackie Palmer We talk about how Jackie prioritizes product development at SAP’s marketing cloud, how and when they balance the power of AI with the power of people in a large Enterprise like SAP, and the factors – organic and inorganic -that impact B2B solution development. We also got into a discussion about the changing composition of the B2B buyer and how that impacts product development, based on this news item about how Twitter develops its product enhancements. + why David thinks you have to kiss a lot of frogs to find one prince. Segment 2 - 21:49: Trend of the week: The rise of the Chief Identity Officer? This news about Signal appointing a CIO – Chief Identity Officer was interesting even as the Marketing C-Suite is getting super-crowded! CIO (intelligence, Identity), CDP (data, Digital), CEO (experience), CXO (experience), CGO (Growth), CRO (revenue) and so on are all recent additions to the CMO. Identity is set to be the pivot for personalized CX - will managing customer identities (in an increasingly complex omni-channel, multi-device environment) need a specialist role in the near future? We talk about how and why this role could evolve to take on more of the Customer Data Management mandate in Enterprises (beyond the martech vendor world); while acknowledging that CX is not a Marketing-only mandate. Segment 3 - 25:29: News of the week: Breaking Up Big Tech Is this breakup really about consumer privacy or is it about protecting the interests of legacy enterprises who feel at a disadvantage to D2C tech giants? Experts have shared several pros (improved advertiser leverage, lower walled gardens than exist today, more competitive for brands - since competing with Amazon label brands on a platform owned by Amazon is hardly fair, etc.) and several cons (a less seamless user experience across platforms, more complex cross-platform payment systems, more user verification and security checks etc.). We say, thank god for Chief Identity officers!

Segment 1: With special guest ZAK PINES, DIRECTOR, SALES & MARKETING, FORMSTACK Zak Pines shares his experience as leader of Sales and Marketing; his personal evolution with using data to inform his decisions in both those roles, the proper approach to building a Customer Data Management Stack, and Revenue Marketing. His tips? • Don’t overly complicate data or attribution – keep it simple • Get a reality check around effectiveness of your stack components • Sales people are as important as your digital marketing stack when it comes to creating value in B2B marketing Segment 2: REPORT OR TREND OF THE WEEK B2C marketers are using Machine Language and Artificial Intelligence to formalize the ingestion of customer reviews and UGC into marketing intelligence. Consider these news items: - Walmart acquisition of Aspectiva (NLP specialist analyzes customer reviews and uses results to fine-tune ecommerce search results for higher conversion rates. - Zenloop funding (for a Customer Feedback Analysis solution) - SurveyMonkey just acquired Usabilla (to offer “the most comprehensive portfolio of enterprise-grade solutions for collecting and analyzing real-time feedback from customers and users.” - Domino’s fun new ad campaign is actually mining your preferences - By leveraging these technologies, Domino’s can analyze thousands of submitted pictures to learn customers’ preferences for ingredients, pizza style, dimensions and competitors. - RichRelevance Unveils Hyper-Personalization with Deep Learning — A Level up in AI for Customer Experiences AI has the power to draw patterns across customer feedback, reviews, UGC, social media chatter etc. to help Brands understand customers better. Is this manipulative or just good marketing? What can B2B marketers learn from this trend, when it comes to personalizing experiences? Segment 3: NEWS MAKER(S) OF THE WEEK: Duck Duck Go! for breaking 9 billion searches in 2018; and Mark Zuckerberg, for his announcement of a ‘privacy-focused vision’ for Facebook Are brands that are using PRIVACY as a positioning plank on to something? How do you navigate that space? Our panelists suggest it’s about finding the balance between the net positives, business value and CX and data stewardship. Simple, right? DuckDuckGo has been challenging Google since 2012..but now people are paying attention. Is there such a thing as Privacy on the internet? According to our panelists, brands need to understand what the notion of ‘net positives’ means to the customer in the context of their business – when making tradeoffs between privacy and experience. With Facebook, there was a strong front-facing ‘illusion of control’ over your own data – being able to choose and change your user settings at will. Unfortunately, the real control over customer data at the back end was another story. Now, Facebook wants to be more ‘privacy focused’ because that’s what, apparently, you want. Is privacy a strong enough point of differentiation? How many of your customers are truly obsessed with privacy? Will your Brand approach privacy as a threat or an opportunity?

This week on the Talking Stack, join Erica Seidel, Executive Recruiter and Founder of The Connective Good, and our panelists David Raab and Anand Thaker, as they discuss MarTech Recruitment, innovation and so much more! Show Notes KEY THEMES IN THIS EPISODE: Marketing C-Suite, hiring CMOs that stay; Contextual Master Data Management (MDM) and its relationship with CDPs, Innovation, Ethical Marketers Intro: A cracker of an Episode with something for everyone - whether you are a CEO looking to hire a marketing C-suite; a CMO looking to hire the right MarTech team or a marketing technologist looking to pick the team that works best for you; don’t miss Segment 1 with Executive Recruiter Erica Siedel + David tells us how Master Data Management (MDM) is different from CDP, in light of the AllSight acquisition by Informatica + Inspired by Fast Company’s list of 50 most innovative companies in the world, we talk about innovation in the martech context and why ‘innovative marketers’ are tough to spot. Segment 1 - 01:25: Marketing team composition is transforming, and it’s getting crowded at the top in the Marketing organization, what with CMOs, CMTOs (Marketing Technology), CDO (Data/ Digital), CEOs (Experience) and now Omni-Channel Leaders. Top Martech and Marketing Executive Recruiter Erica Seidel helps make sense of it with our discussion on: What makes recruiting for marketing roles so tough and the trade-offs needed to find the sweet spot for employer and employee What marketers can learn from marketing when it comes to finding the right employees The curse of the CMO Tenure – why it’s happening to you and how to fix it: the burden of expectations on marketing leaders is not realistic: strategy + creative + execution + data + technology +analytics + AI + finance + growth!! CEOs need to ask if they are looking for a ‘Leader of Brand, Leader of Demand or Leader of Band’ to find the best fit. Erica shares her own framework for CEOs to approach the challenge of finding CMOs that will stay. Segment 2 - 14:10: Report of the week: Fast Company’s 50 Most Innovative Companies in the World “Consumers don’t think about the world online versus offline,” says Alibaba Group president Michael Evans. “Neither should brands and retailers.” Our favorites on the Fast Company (StitchFix, AirTable, Disney) list show us that innovation is not just about new technology – there are many different approaches - the way in which technology is applied; the service or delivery models; even the customer experience. And that age and size have nothing to do with innovation. In our discussion on what innovation really means in the martech context, we ask ourselves “What is innovation? What makes an innovative company and innovative leadership?” On the challenge of recruiting ‘innovative marketers’, Erica says CEOs should ask themselves if they are after ‘incremental innovation’ or disruptive innovation’. Segment 3 - 21:33: News of the week Informatica Buys AllSight CDP to Build Complete Customer Profiles We’ve seen quite a few acquisitions in the CDP space off late- so why do we think this one needs additional discussion? David Raab tells us why; and uses the opportunity to explain how Master Data Management (MDM) is different from CDPs. Segment 4 - 25:36: Hail of the week (Or is it a Fail?) Help us decide! Pinterest bans all vaccination related search results Is this a case of moral policing, doing the right thing or playing it safe? You help us decide.

Episode Title: Data Governance + Rookie mistakes + The MA-CRM-CDP Ecosystem + Private Clouds Special Guest Brian Kardon, CMO of Fuze, joins us in an intense discussion about data and the use of martech for demand gen; plus why Toyota is in-housing its Marketing Automation and why GDPR just had a hail in Europe.

Episode Title: Customer Data Management: Demand Orchestration + The Data Vendor Landscape Special Guest Scott Vaughan – Chief Growth Officer of Integrate talks data orchestration; why data is not enough to build B2B relationships; the role of ‘tribal knowledge in knowing your customers’; technology adoption, and more with David Raab, Anand Thaker and Chitra Iyer

Special Guest Jason Katz gives us the inside-view of MarTech on both - Marketer & Vendor side. We also break down a recent report on the AdTech industry priorities for 2019; and discuss why Amazon’s ‘new-to-brand’ metric is going to change the Adtech ecosystem as we know it. SHOW NOTES: 1.00 to 11.00: Guest of the week: Jason Katz Think the grass is greener on the other side? Jason Katz – our special guest today - has been on both sides of the fence – he’s led global MarTech for Shutterstock as well as demand marketing for MarTech Vendors like Criteo through his career and gives us the inside-view of MarTech on both Marketer & Vendor side. He also shares his 7 stages of MarTech governance to ensure you assemble a sensible MarTech stack; and his tips on driving MarTech adoption – an art Jason calls internal product selling. 11.00 to 17.00: REPORT OF THE WEEK Integral Ads’ Report: Advertising trends, technologies, and priorities that will shape the industry in 2019 We talk about the 3 top priorities for advertisers according to this survey: - Data privacy and measurement - Brand and Agency Alignment - Ad Fraud in Programmatic Our take? These are connected themes and you can’t address one without the other. Lots more in the discussion. 17.00 to 22.00: NEWS ITEM OF THE WEEK: Amazon announces ‘New-to-Brand’ metrics Additional resource: https://digiday.com/marketing/amazon-launches-new-brand-metric-advertisers/ While on the subject of accountability and adtech, this news from Amazon on the rather clumsily titled ‘New-to-Brand’ metric which claims to actually give real attribution to advertisers as well as visibility into cost per conversion. Just to set context - in the same report we just discussed, 75% brands ranked inability to measure to ROI is the no.1 thread to budgets, followed by transparency at 60% - this move by Amazon – this new to brand metric is undoubtedly to get bigger brand budgets and bigger bands themselves. Will it disrupt the adtech space? Let’s talk about it! You can find this discussion, and many more, by subscribing to the Talking Stack on iTunes and Soundcloud; or just visit the Podcast Page on MarTech Advisor to browse all our podcase episodes, listen and follow! We’d love your thoughts. Tag us with your comments and ideas directly on social media, and don’t miss adding #TalkingStack; or leave us a review on itunes! Follow MarTech Advisor on LinkedIn and Twitter for the latest MarTech updates!

Episode Title: CMO Nightmares, Conversion Rate Optimization & Domain Hijacks In this episode, Anand Thaker and Chitra Iyer talk about what keeps CMOs up at night – and why; how the Trust challenge for marketers has evolved; why the GDPR fine on Google should spur other marketers into action; and why post-click optimization is a great place to consider investing limited personalization dollars. Plus - Anand tells us why we should care about the recent headlines about domain hijacking. REPORT OF THE WEEK: From 1.00 to 9.00: We dig into this report from Brand Keys about what’s keeping CMOs up at night + why the recent GDPR fine on Google is scary for all normal marketers (and what we could do) Top Marketing ‘Nightmares’ Brand Keys asked 558 CMOs and brand managers, “What issues keep you up at night?” and asked 3,900 consumers to provides some insights and solutions. Percentages indicate the frequency of mention among the professionals interviewed. “Problem” areas that received mentions by 75%+ of participants include: 1. ROI and ROMI (97%) 2. Big data, big tech, and big security issues (95%) 3. Establishing trust between my brand the consumer (95%) 4. Addressing innovation, AI, technology, and marketing automation (92%) 5. Consumer expectations regarding privacy and transparency (90%) 6. Better managing social networking (89%) 7. Creating relevant and engaging advertising content and storytelling (88%) 8. Deployment of predictive consumer behavior analytics and technologies (86%) 9. Dealing with consumer advocacy, social activism like #MeToo & issues like gun violence (85%) 10. Growing consumer expectations and gap between brand promise and expectations (82%) NEWS FOR THE WEEK: At 9:00, we check out this news item from Instapage about the launch of its Automated, Scalable 1:1 Ad-To-Page Personalization. What does this really mean in practice? How much personalization do customers really want? Is this a good option for improved ROI? FAIL FOR THE WEEK: At 14.00: What is domain hacking and why should marketers care? These two headlines from Arstechnica and Nakedsecurity grab our attention- and Anand explains they should be grabbing yours too! Plus- here’s a resource to address the challenge. Next week: we welcome special guest and marketing veteran Jason Katz on the show to talk more martech on the user side! You can find this discussion, and many more, by subscribing to the Talking Stack on iTunes and Soundcloud; or just visit the Podcast Page on MarTech Advisor to browse all our podcast episodes, listen and follow! We’d love your thoughts. Tag us with your comments and ideas directly on social media, and don’t miss adding #TalkingStack; or leave us a review on itunes! @martechadvisor @MoreMarInTech @dRaab @anandthaker Follow MarTech Advisor on LinkedIn for the latest MarTech updates!

Ginger’s most interesting conversations with Marketers at CES 2019; what identity management / resolution/matching mean to marketers; the powerful combination of IoT and CDP plus our hail and fail of the week! At 1.30: CONCEPT or TREND OF THE WEEK: Conversations with Marketers at CES 2019 A CES release picked out some of the central themes this year as ‘curated social buying, interactive POS systems and digital concierge services.’ They see a shift from a ‘connected age’ to ‘a data age.’ Ginger, who was at CES 2019, shares the 3 key themes she heard recurring in her conversations with marketers: data, data and more data! (Seriously: data quality, data integration, first-party data, data-driven personalization in real-time; customizing content to the individual and the platform; data-driven CX, voice of customer to drive product development etc..) At 8.20: REPORT OF THE WEEK Gartner predicts: 2019: Marketing Seeks a New Equilibrium just released and while this is not a free report, we examine some of the key points they make in the report and the questions they bring up, as mentioned on Gartner’s own release Some highlights of the report: • Profitability will replace customer experience as the CMO’s top priority. • Brands will benefit from less customer churn if they add user-level control of marketing data. • Almost two-thirds of marketing analytics department will be cut in half because they are not delivering business results. Instead, the report says, they are spending too much time on foundational tasks like data integration and formatting. NEWS ITEM OF THE WEEK 1. At 16.00: Last week, Janrain; the identity access management vendor was acquired by Akamai. And this week OneLogin Raises $100 Million for Unified Identity Management. Then we’ve heard the terms cross-device identity management, and also of course the more familiar identity resolution. David explains what each of these terms means to marketers. 2. At 22.00: Arm Combines Treasure Data CDP with Pelion IoT for Real Time Retail Experience. What does this combination of CDP + IoT data + locational data + data-informed offline & online experiences mean to marketers? At 25.00: FAIL OF THE WEEK: Instagram caught selling ads to follower-buying services it banned At 27:00: HAIL OF THE WEEK: Radius Offers “Data for Good” to Support Social Projects We’d love your thoughts. Tag us with your comments and ideas directly on social media, and don’t miss adding #TalkingStack; or leave us a review on itunes! @martechadvisor @MoreMarInTech @dRaab @anandthaker @customeralchemy Follow MarTech Advisor on LinkedIn for the latest MarTech updates!

In this episode, David Raab, Anand Thaker and Chitra Iyer talk about why Enterprise size consumer companies are evolving their approach to Direct-to-Consumer (D2C) Consumer Experience (CX); we hear first-hand from David Raab on key findings from the CDP Institute’s latest CDP Industry Update 2019; Alibaba’s latest European acquisition and a couple of fun hails and fails. ALL THAT in under 27 minutes. Welcome to the 2019 season of the Talking Stack. TREND OF THE WEEK: From 2.00 to 11.00: we talk about CX in the context of CES, where Enterprise consumer brands are looking for the next big thing in D2C consumer experiences; and (at 6.30) the trend of tech and consulting companies acquiring digital/creative agencies – why/ what is it about CX today that is necessitating these trends? We have a theory. (Thanks to mParticle’s The Mobile Moment newsletter (9th Jan 2019 issue) for flagging the trend; and to Ziff Davis B2B’s Vivek Shenoy for putting together the list of Tech/consulting acquisitions!) Some reference links: - Accenture has already conducted 15 acquisitions since October, and has USD 1.5 b in its acquisition kitty - https://newsroom.accenture.com/subjects/acquisitions/ - TCS recently acquired a digital agency. Word is they are building an M&A team out of SF and Mumbai - https://www.tcs.com/tcs-acquires-w12-studios-award-winning-london-based-digital-design-studio - Infosys has acquired a couple of companies, with one focused on marketing & advertising - https://www.crunchbase.com/search/acquisitions/field/organizations/num_acquisitions/infosys - Capgemini acquired a digital studio - https://www.capgemini.com/gb-en/news/capgemini-expands-its-network-of-digital-design-studios-with-acquisition-of-uk-based-adaptive-lab/ - Publishers, like NYT, have acquired martech and digital agencies - http://www.adageindia.in/digital/publishers-snapped-up-marketing-agencies-at-unprecedented-rate-in-2016/articleshow/56626280.cms REPORT FOR THE WEEK: At 11.00, we dive into the CDP Industry Update 2019 – the latest report from The CDP Institute Report: David Raab, Founder of the CDP Institute takes us through 3 notable trends impacting the space as it evolves. Find the report on the CDP Institute Library NEWS OF THE WEEK: At 17.00: We question why Chinese firm (and Amazon competitor) Alibaba’s Euro 90 Million acquisition of German open source data streaming company Data Artisans matters to marketers in America FAIL FOR THE WEEK: 20.30: Why marketers should care that consumer’s locational data is freely available to ‘bounty hunters’ for $300 a pop.. HAIL FOR THE WEEK: 24.00: Cathy’s New Year ticket pricing gaffe started as a fail but ended up as a hail- finally, for the hapless customer. And what David’s dog Teddy (who probably snagged a cut-price business class seat from Vietnam to Canada) thinks of it all. At 26.00: our Guest for next week: Ginger Conlon, editor of The Drum, joins us fresh from CES. We’ll be talking about the D2C tech that caught her fancy, and everything that makes the news between now and then! You can find this discussion, and many more, by subscribing to the Talking Stack on iTunes and Soundcloud; or just visit the Podcast Page on MarTech Advisor to browse all our podcast episodes, listen and follow! We’d love your thoughts. Tag us with your comments and ideas directly on social media, and don’t miss adding #TalkingStack; or leave us a review on itunes! @martechadvisor @MoreMarInTech @dRaab @anandthaker Follow MarTech Advisor on LinkedIn for the latest MarTech updates!

We talk about what the table stakes for modern marketing teams will be in 2019, as well as discuss the complexities of Adtech (and disruptions); why Voice will matter, how Search will evolve as a marketing tool, the impact of location-based technology & data on mobile marketing; the future of Performance Marketing and lots more in this slightly longer but ever so interesting Season Finale episode of the Talking Stack! Thanks for listening. Note: Dear Listeners, we hope you enjoy this Season Finale episode! The Talking Stack podcast will be back in 2019 with more engaging conversations around MarTech. Until then, we wish you Happy Holidays and a Great Start to 2019! NEXT EPISODE - 14th JANUARY 2019!! On This Show: 1.30: Marty: the significant changes in the MarTech space and what will be occupying CMOs in the year to come 2.50: David: why CMOs are going to need to question their role in the organization; and what they need to focus on in the age when digital plumbing is critical to success 3.45: Anand: on why CMOs need to think like CEOs now more than ever 7.00: We talk about why Voice will be important but why data-driven decision making will still remain table stakes capabilities for marketers 10.00: In the context of data and what we can do with it, how will Performance Marketing evolve? 13.20: Measuring ‘traditional and intangible’ notions of brand success such as perception and trust in the digital age 16.00: We talk about Mobile Marketing in the next decade- will CMOs finally make serious headway? And will mobile marketing be defined by location technology? 21.00: The keys to Search in 2019- visual search, voice search, vertical search: where to begin? 26.30: the outlook for AdTech in the coming year and beyond; and why the disruption is this space may not necessarily about technology 32.00: The people skillset/mindset changes needed in the marketing organization as we head into the next year. 36.00: Marty wraps up with the last word on what Cloud is going to look like in 2019

Episode Title: Of Marketing; Data and Marketing Data 1. At 1.00: Audience Data Trends: IABs Audience Data 2018 report Read the report here - Spending on digital data exceeds spends on ‘terrestrial and PII’ data for the first time - Spending on identity resolution also grew over 50% - The report ‘renames former “Omnichannel” data category as the “Terrestrial/PII” category - At 9.00: wrap up and take aways from the discussion 2. At 9.50: Aberdeen’s takeover of The Big Willow and what it means to the connection between intent and marketing, and at 13.00 a discussion on whether to bet on first party or third party data for 2019 3. At 17.30 Chrome puts more measures in place for protection from ‘harmful’ ads 4. At 20.30 Department of Justice charges 3 individuals for ad fraud as a rime- what does that mean for other players in the ecosystem 5. At 21.00: we reveal our special guest for the Season Finale Podcast on the 14th of December 2018.

Episode Title: Does Social Media Marketing need Seatbelts + Why Messaging is the Future Segment 1: at 1.00: in conversation with Grad Conn, Chief Experience and Marketing Officer of Sprinklr (former CMO of Microsoft USA) • Can and should social media be central to marketing today? • Why social is like the proverbial haystack with lots of needles to be found • Why everybody in the organization owns customer experience • Thoughts about what a marketer's career means in the digital world Segment 2: at 10.00: the connection between social media and retail • This Salesforce release tells us that Facebook and Facebook-owned Instagram drove 94% of all social traffic to retail sites during the post-Thanksgiving Black Friday-to-Cyber-Monday period. • Also, that most holiday season sales happened online – in India this year it was 1/3rd of all holiday season sales- unprecedented. • And that online shopping was mostly done on mobile. • We discuss the deepening relationship between social media and retail. Segment 3: what to track in 2020? • Grad, David, and Anand let us into what they are tracking for the coming year Tweet your thoughts and tag us too! Grad Conn: @gradconn David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

Where does Relationship Intel fit in your sales enablement stack? Why does SAP want to create a category called Experience Management? What does ZenDesk’s Sunshine CRM mean to the CRM space? Segment 1: at 1.00 • Relationship Intelligence and where does it fit in your sales tech or ales enablement stack? • Is it possible to measure ‘relationship strength’? • How does it enhance sales and marketing alignment? Segment 2: at 9.00 The SAP acquisition of Qualtrics • Why does SAP want to create a category called ‘customer experience management’? • Why Qualtrics? • Is it even possible to measure something like CX, which has so many different definitions? • How this announcement gives us a fresh take on CX or XM Segment 3: at 14.00 Zendesk launches Sunshine CRM • What message is ZenDesk sending (to Salesforce, among others) with this launch? • Is CRM aiming to be the new hub for CX across all touchpoints? Segment 4: Hails & Fails: incentives, data, privacy and purpose: at 17.00 Utility smart meter installations worry Rockland and Westchester homeowners on privacy UnitedHealthcare offers up (nearly) free Apple Watch devices as part of wellness program ANA Launches Center For Brand Purpose To Help Advertisers Find Their Big Picture Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

This week, we join the dots between location-based marketing, IOT and smartphones, online and offline customer experience, first-party data, data aggregators and GDPR. At 1.00: The evolution of location based marketing: Reveal Mobile Combines Location-Based Audience Analytics and Media Buying Captivate Offers Vertical Integration for Elevator Advertising Gas Station TVs can see you coming Foursquare teams up with Inscape We discuss: - What is new in location-based marketing - What are different vendors doing? - What marketers need to know about location-based marketing today At 9.00: Facebook catches pop-up fever, opening first retail shop in 9 Macy's stores Facebook is opening its first ever pop-up shops, teaming up with Macy's to give dozens of small businesses their first perches in a nationwide chain. The social media giant is introducing a mix of roughly 100 businesses at nine Macy's stores across the U.S. this month, through December. The small ventures will be housed within "The Market,'' a nearly year-old space carved out at various Macy's stores to put the spotlight on new or growing brands. The big questions is why? At 11.00: we discuss the Privacy International GDPR complaint against Oracle and other data aggregators. This is a broad complaint against the entire prevalent business model of delivering customized CX based on behavioral data. - What does this mean to data aggregator companies? - What checks does a marketer need to put in place today to be ready for tomorrow’s first- and third-party data regulations? - Why this may make marketers – especially small ones- more dependent on platforms such as Facebook and Amazon (is this why they are setting up pop-up stores and engaging with small marketers?) David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

Episode Title: Adtech, Identity, Micro-Engagement & Graph Databases 1. At 1.00: The Android Ad fraud story: what does ad fraud look like and what can marketers do to change things? How does the omni-channel martech environment help the cause? 2. At 7.00: The Screen6 announcement about $80 million in funding had us wondering about the difference between identity management and identity resolution in a multi-device context. Also, as David Raab points out, ‘cookies’ are vanishing from the scene- less than half of all web interactions can be traced back to a cookie – so what is a marketer to focus on now, given that tracking a customer across devices, platforms and channels - is more important – and more complex - than ever. 3. At 12.00: Facebook’s Q3 results and shifting focus: to what Anand calls ‘micro-conversations’ shows that the way customers want to engage with each other is changing (again) and so the way Brands enter those conversations must change as well. 4. At 15.00: That is connected to the next piece of news: The Neo4J $80 mill funding announcement piqued our interest in graph databases and how they have the potential to take customer engagement and personalization to the next level. And finally, 5. At 18.00: The IBM acquisition of Red Hat , though not strictly martech related, inspires an interesting conversation of open-source in martech and when a marketer could consider it for their martech stack. (Some of the more prominent opensource options in MarTech currently include – Adobe/Magento, open source CDPs (Unomi, Piwik), open source CRM/marketing automation (SugarCRM, Mautic, X2Engine) and Microsoft/GitHub ) Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: bit.ly/2DUmQ9I The Talking Stack Survey: bit.ly/2IA7jdT

1. Will the enterprise approach to Customer Experience (CX) be different from the marketing-led approach? 4 announcements from Oracle at Oracle Open World caught our eye at The Talking Stack Oracle Launches Oracle CX Unity for Customer Data Management Oracle to acquire DataFox Oracle’s New Data Cloud Solution to Help B2B Marketers Accenture-Oracle Alliance Unveils Integrated Technology and Services Platform for Utilities We discuss if these announcements are connected; what it says about how enterprise software companies are thinking about customer data and CX; and why marketers should care. 2. RedPoint Global Adds Improvements Across the Board to its Customer Engagement Hub. While it includes a focus on identity resolution and machine learning, from a technical perspective, it now offers the ability to use NoSQL databases including MongoDB and Cosmos as the primary data stores. • What does that mean in simple English to a marketer? • How will it change or evolve what CDPs can already do? Are we looking at CDP+ already? HAIL and FAIL OF THE WEEK HAIL Tim Cooks Call for Data ethics: well-timed marketing ploy or consistent brand promise? + Is Pro-Privacy a positioning plank now? FAIL Netflix Marketing Called “Creepy and Racist” by Subscribers. Is one man’s good strategy another man’s racist and creepy? Where did the algorithm go wrong? We break it down. Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

We’re delighted to welcome Andy Frawley (@andyfrawleyceo), CEO of V12, on our show this week. This martech veteran along with David and Anand lead a fascinating discussion on: 1. Radius - Dunn & Bradstreet partnership for 3rd party data Radius recently launched what it calls the Enterprise B2B CDP, and this week announced this data partnership with Dunn and Bradstreet. Dun and Bradstreet believes that they can own the data long-term, and Radius can own the data management and integration. We talk about: • Changing CMO priorities or approach to the third-party and first-party data • What are the practical considerations when it comes to connecting first-party and third-party data in a CDP context (unified view of customer/ more personalized marketing)? • Are we seeing more ‘hybrid CDP’ solutions? Why would it matter to marketers? 2. Twilio acquires SendGrid for $2billion Speaking of ‘unified’, Twilio says customers are asking for a ‘unified platform’ to do all customer communications - voice, messaging, video, and now email. Last week, Salesforce bought interactive email services startup Rebel to add to its Marketing Cloud. We talk about: • Our discussion with Scott Brinker last week around how integration advancements are allowing point-solutions to go increasingly deep, and easily plug into the central ‘tentpole’ solution. Twilio/ Adobe Marketing Cloud seem to suggest otherwise. What's a marketer to make of it? • How integrating data should not be confused with integrating business rules, which is a totally different level of complexity • The underrated layer between the data layer, the decisioning layer and the activation/ execution layer is……? Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Andy Frawley: @andyfrawleyceo Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

Today, we are delighted to host our second special guest on The Talking Stack - Scott Brinker, who is the VP Platform Ecosystem at Hubspot, Chair of the MarTech Conference and Editor of ChiefMarTech.com Here are the highlights of the discussion: Segment 1 - Scott shares his key takeaways from the recently concluded MarTech Conference’18 at Boston - David asks if ‘certification’ for Martech professionals could be the next logical step to ‘formalize’ the profession, and Scott tells us why it seems unlikely - We ask if the concept of centralization and decentralization can be applied by marketing leaders when it comes to assembling the martech stack (happens to be Scott’s number 1 favorite topic!) Segment 2 - David asks if the recent integration announcements – for example, Adobe announced some fairly complex Magento integrations, the Zaius-Shopify news etc. indicates that ‘integrations’ have become too easy, and thus too superficial, or whether the technology has indeed become good enough to democratize integrations meaningfully - Scott argues that citizen integrators prove that the full spectrum of integrations is now possible - We discuss if this will impact the martech landscape – will we see a ton of stand-alone martech solutions that can integrate meaningful emerge, or will acquisitions in the martech space elbow all point-solutions out of the market? - Don’t miss Scotts Complicated versus Complex argument here! - We end with a chat on ‘tentpole’ technologies and what a central tentpole for the martech stack could look like (Hint: it’s not CDPs and David says so! Tweet your thoughts and tag us too! David Raab: @draab Scott Brinker: @chiefmartech Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

1. Customer engagement and Personalization engines are in the news. Here are the various categories that a quick visual audit of the weeks trending stories revealed: a. Personalization engine b. Omni-channel personalization engine c. Digital customer engagement platform d. Customer experience software e. Digital experience platforms They all sound similar. Are they? That sparked the question - are these martech ‘categories’ confusing to you too? As a marketer tasked with building the most optimal martech stack, are these blurring lines between what a marketing technology or tool can do, confusing? We discuss: - What the reasons could be for the blurring lines - How a marketer can approach choosing the best fit vendor in this scenario - Why ‘stack rationalizers’ will be a thing soon - 3 takeaways on how to deal with these confusing and blurring martech categories Reference news stories: • Braze (formerly Appboy), the customer engagement platform that delivers personalized messaging experiences across push, email, apps, and more • Dynamic Yield: AI-powered omnichannel personalization engine enhances features • Glassbox: digital customer management platform raises funds • Liferay digital customer experience software invests in Triblio ABM 2. MarTech Conference Boston 2018 David, who was a speaker at the MarTech Conference, and Anand, who is deeply involved with the MarTech Landscape project, share their takeaways from this year's event. The conversation centers around key themes form the conference and how we think they matter to you, as marketers. HAIL OF THE WEEK This week, we have not one but two hails: 1. A new law in California forces companies to declare when customers are talking to a non-human Will this law really matter in 10 years from now, or will talking to a bot or an AI entity be the most normal thing in the world? We debate it out. 2. Firefox’s election toolkit protects you from misinformation and bad ads Firefox is launching a special election edition browser that comes with two extensions installed: ProPublica’s Political Ad Collector, and the Facebook Container that Firefox launched in March. Why does this matter to you? Feel free to comment and tag us on Twitter! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT

1. Why big enterprises talking about unified customer views is not yet exciting us: If all the evolution, pivots and action within the original CDP vendor landscape wasn’t enough, now we have large enterprises drinking - or at least sipping - the kool-aid of a unified customer view; and going head-to-head in what could be an epic battle for ownership of data-driven CX! Today we get under the skin of the Open Data Alliance announcement from the SAP, Microsoft, Adobe corner; and the Salesforce Customer 360 corner. What does the announcement mean to the customer data management landscape? Are they even really talking CDPs? And why we think it’s not going to be a game changer anytime soon. Refer to the 2 news reports here: • SAP, MS, Adobe open data alliance announcement (https://reut.rs/2ztfgyz) • Salesforce Customer 360 announcement (https://bit.ly/2RiJkDA) 2. A drastic fail on so many fronts – will they make it out alive? 4 lessons from the Zoho madness last week Read the news story here - https://bit.ly/2y7YTVV Lots of unanswered questions, lessons and 4 practical takeaways in this drama starring Zoho, TierraNet, Cloudflare, Twitter and 30 million customers who are part pi**ed off and part supportive because frankly, it’s just easier right now. Is that what happened between Zoho and its domain registrar all these years? And finally, a possible new formula for a successful acquisition. Tweet your thoughts and tag us too! David Raab: @draab Anand Thaker: @anandthaker Amit Varshneya: @amit_varshneya Chitra Iyer: @MoreMarInTech For links to all the above news items: https://bit.ly/2DUmQ9I The Talking Stack Survey: https://bit.ly/2IA7jdT