2. Our Mission
LCG’s mission is to help our clients
transform their digital futures
by developing, deploying and optimizing
sustainable, competitive advantages.
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3. Best Practices for Improving your return on MarTech
1. Understand your Data Readiness Posture
2. Implement a Data Layer
3. Use a Tag Management System
4. Audit tags monthly
5. Benchmark
6. Establish an owner for your data (Steering Committee, CDO, etc…)
7. Develop Personas, Segments and Customer Journeys
8. Understand what is normal
9. Establish reports, dashboards and alerts by stakeholder group
10. Develop and Maintain a 3-year MarTech Roadmap
3
4. Best Practices for Improving your return on MarTech
Understand your Data Readiness Posture
Implement a Data Layer
Use a Tag Management System
Audit tags monthly
Benchmark
4
13. Institute for Operations Research & Management Sciences
➢The Institutefor Operations Research and the Management Sciences
(INFORMS)is the largest society in the world for professionals in the field
of operations research (O.R.), management science, and analytics.
➢Founded in 1952
➢Free Tool found at: analyticsmaturity.informs.org
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14. The LCG Analytics Maturity Roadmap
➢The roadmap provides the connection between strategy and action
➢Practical plan of action to accomplish business objectives
Organizational Analytics Capability Data & Infrastructure
People Analytics Framework Health
Leadership Roles & Skills Access
Measures Analytics Services Traceability
Processes Analytics Processes Analytics Architecture
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29. Best Practices for Improving your return on MarTech
Understand your Data Readiness Posture
Implement a Data Layer
Use a Tag Management System
Audit tags monthly
Benchmark
29
30.
31. Best Practices for Improving your return on MarTech
Understand your Data Readiness Posture
Implement a Data Layer
Use a Tag Management System
Audit tags monthly
Benchmark
31
32. State of the Industry
Our Assessments detected 220 unique marketing technologies throughout all sectors. LCG and
ObservePoint maintain a list of approximately 220 MarTechs.
35. Characteristics of each Quadrant
Journeymen:
Little MarTech
deployed
sporadically,
irregularlywithout
an architecture.
Craftsmen:
Few MarTech
solutions deployed
by technically
disciplined team.
Scouts:
Experimenting
with a lot of
MarTech but
without
governance or
technical
discipline
Expeditionaries:
Visionaries backed
by technical
discipline,
governance &
architecture.
# of MarTech Solutions
TagDeploymentScore
36. Definitions of categories:
Journeymen: What few tags these
organizations have attempted to
deploy, they deployed sporadically.
Craftsmen: What few tags these
organizations have deployed, they've
deployed adequately.
Scouts: These organizations have
deployed many tags relative to their
industry and have deployed them
sporadically.
Expeditionaries: This group is
realizing the best Return on their
Marketing Technologies (RoMT) in
the category.
43. Best Practices for Improving your return on MarTech
Understand your Data Readiness Posture
Implement a Data Layer
Use a Tag Management System
Audit tags monthly
Benchmark
Establish an owner for your data (Steering Committee, CDO, etc…)
Develop Personas, Segments and Customer Journeys
Understand what is normal
Establish reports, dashboards and alerts by stakeholder group
Develop and Maintain a 3-year MarTech Roadmap
43
48. Best Practices for Improving your return on MarTech
Understand your Data Readiness Posture
Implement a Data Layer
Use a Tag Management System
Audit tags monthly
Benchmark
Establish an owner for your data (Steering Committee, CDO, etc…)
Develop Personas, Segments and Customer Journeys
Understand what is normal
Establish reports, dashboards and alerts by stakeholder group
Develop and Maintain a 3-year MarTech Roadmap
48
51. Exception Based Processing Requires the Definition of normal
Source: US Army Field Manual FM 7-0 Training the Force
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52. Exception Based Processing Improves Results
• What is normal?
• Knowing when actions must be
triggered means we have the
“bands of excellence” defined
• What is the next best action?
For call centers, customerservice centers,
regional operational centers,these
insights can mean significant savings
59. Data&Information
Gathering
Web Content Management
Capability Begins
LCG Digital Transformation Maturity Model Roadmap
MarTech, Gap
Analysis
Biz Requirement
Definition
Tag Management Capability
Begins
Technical Requirements
Digital Analytics & Data
Layer Architecture
Tag
Audit
Data Warehouse
Capability Begins
Automate
Distribution of KPIs
to Stakeholders
Data Management Platform
CapabilityIntegrations of Enterprise
Customer Data
Pre-Click Post-Click
Closed-Loop Integration
End-to-End Closed Loop
Conversion Attribution
Data Visualizations Capability
Begins
Attribution Modeling
Capability Begins
Portfolio Based MVT Testing
Begins
Conversion Rate
Optimization (CRO)
Capability Begins
Programmatic Ad
Buying
Marketing Automation
Optimization Begins
Cognitive UIs
Accessible to all User
Groups
Chief Data Responsibility, Data Governance
Policies & MarTech Implementation Team
Advanced Analytics Practice
Begins (Data Science Team)
Call Center Conversions
data Tracking Capability
SEO Platform Capability
SSO/Audience
Profiling 3rd Party
Profile Capability
Customer Analytics & Heat
Maps & UX Capability Begins
Voice of the Customer / Chat
/ Survey Feedback Integrated
with Respondent's
Engagements
Lead Scoring &
Sales
Automation
Social Listening &
Publishing
Community Building Capability
Diagnostic Descriptive Predictive Prescriptive Cognitive
Cognitive
Analysis
Marketing
Action
Agility&Action-abilityPosture
Data Readiness Posture
Establish Program
Management Office
Digital Marketing
Platforms
Responsibility
Integrated
Translation Mgmt
Platform
Develop Customer Journeys
Establish Digital Transformation
Steering Committee
Develop Personas
Implement Single
Digital Asset Mgmt
Solution
Deploy
Computational
Creative Capability