Performance MCR - Cut Through The Clutter Bringing Clarity to Martech Chaos

Transcript

1. Cut Through The Cluer Bringing Clarity to Martech Chaos
2. Technology Bad ads, data or content WILL NOT FIX
3. Technology alone is not enough
4. Up 9% YoY growing 100x since 2011 hps://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/
5. Website Display Advertising Social Ailiate Advertising Data Viz Tool Search Engines Social Tool PPC Bid Management SEO Keyword tool DSP Ailiate Network Feed Management Mapping a typical Paid Media architecture
6. Analytics Website Customer segmentation & data modelling Recommendations, Personalisation and testing tools CRM + Data Warehouse Display Advertising Social Email Ailiate Advertising CMS Data Viz Tool Search Engines Social Tool PPC Bid Management SEO Keyword tool DSP Ailiate Network Feed Management Email Tool In reality there’s much more going on..
7. At large companies dierent departments are responsible for dierent Martech illustration by Marc Hughes for PlannersWeb
9. Visit martechmap.com to search, sort & filter
10. Don’t engage in a pitch process unless you are PREPARED
11. What are your customer needs in the ‘Messy Middle’? hps://business.google.com/uk/think/consumer-insights/navigating-purchase-behavior-and-decision-making/
12. What are your customer needs in the ‘Messy Middle’? I want to be inspired I want to see choice I want to see value Make it easy to stay I’m ready to buy Be there Be compelling Be relevant hps://business.google.com/uk/think/consumer-insights/navigating-purchase-behavior-and-decision-making/
13. Which channels support your ‘Messy Middle’? Display Paid Social Search Engines Search Engines Ailiates Personalisation Email Be there Be compelling Be relevant hps://business.google.com/uk/think/consumer-insights/navigating-purchase-behavior-and-decision-making/
14. What are your gaps?
15. Map your challenges to your channels Phase Exposure Exploration Evaluation Experience Purchase
16. Map your challenges to your channels Phase Need State I want to be inspired I want to see choice I want to see value Make it easy to stay I’m ready to buy Exposure Exploration Evaluation Experience Purchase
17. Map your challenges to your channels Phase Need State Channels Display / Media Search (SEO & PPC) Paid & Organic Social Email / CRM Website I want to be inspired I want to see choice I want to see value Make it easy to stay I’m ready to buy Exposure Exploration Evaluation Experience Purchase
18. Map your challenges to your channels Phase Need State Channels Display / Media Search (SEO & PPC) Paid & Organic Social Email / CRM Website I want to be inspired I want to see choice I want to see value Make it easy to stay I’m ready to buy Challenges? Inability to target right audience at scale Inability to segment CRM data Highly manual processes to target engaged users No onsite personalisation Limited unified data tracking across contacts Exposure Exploration Evaluation Experience Purchase
19. Map your challenges to your channels Phase Need State Channels Display / Media Search (SEO & PPC) Paid & Organic Social Email / CRM Website I want to be inspired I want to see choice I want to see value Make it easy to stay I’m ready to buy Challenges? Inability to target right audience at scale Inability to segment CRM data Highly manual processes to target engaged users No onsite personalisation Limited unified data tracking across contacts Exposure Exploration Evaluation Experience Purchase
20. Don’t forget about your BUSINESS OBJECTIVES
21. Business Goal Alignment Marketing Goals Tech Initiatives Grow Subscribers Nascent Mature ➔ Ensure we’re able to target the right audience and lead to relevant web pages ➔ Invest in Industry monitoring tools to understand search demand and behaviour ➔ Invest in a CDP ➔ Improve traffic to website and subscription rate by 10% Increase Gross Margin ➔ Deliver efficiency online through optimising Paid Media to deliver higher margin on sales ➔ Feed management tool ➔ Server-side tracking to allow privacy safe tracking of Gross Margin through the dataLayer and Google Ads tracking ➔ Improve Gross Margin by 5% maintain conversion volume Nascent Mature Measurability Business Goals
22. Now you know your ecosystem & objectives
23. Capture key info of the business challenge Use Case #1 Make it clear what success looks like Use Case #3 Provide real examples of what you are trying to solve for Use Case #2 Formulate use cases to engage vendors with
24. What’s the minimum level of business sign o that I need? Paid Media CMO Legal Procurement Analytics Finance Marketing SEO Data & Engineering
25. Who are the key stakeholders I need to keep informed? Paid Media CMO Legal Procurement Analytics Finance Marketing SEO Data & Engineering
26. Who are the key stakeholders to be part of the decisioning team? Paid Media CMO Legal Procurement Analytics Finance Marketing SEO Data & Engineering
27. Assign your RACI Responsible – Person working on activity Accountable – Person with decision authority and outcome Consult – Key stakeholder who should be included in decision or work activity Inform – Needs to know of decision or action R A C I
28. Running the pitch RFI RFP Request for information Request for proposal
29. Proof of concept testing POC 3-6 month test with one of your use cases to prove business value
30. If deciding between several vendors have a scoring system
32. For a long time the industry has moved from custom built tech to commercial tech
33. Decade long shift from custom built to commercial martech is now reversing hps://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/
34. To inspire and influence great companies to grow — defining the future of marketing The WeDiscover Vision
35. Great companies: Innovators, disrupters, transformers, the best brands Future of Marketing: Strategic, quantifying value, scientific approach, tech-enabled The WeDiscover Vision
36. hps://medium.com/deliveroo-performance-marketing/how-deliveroo-invented-virtual-neighbourhoods-in-order-to-grow-paid-search-by-166-f385f615a2b3
37. → Experienced founder-led team with a vision to define the future of marketing to help great companies grow & thrive. → Builders of innovative technology that drives eiciency and uncovers incremental growth → Fastest growing independent agency across 2023 & 2024 → Key leadership with decades of combined experience scaling global brands through integrated digital marketing, proprietary technology, and advanced analytics. Our Dierentiators - The WeDiscover Edge
38. How Our Services Come Together Creative Ideation | Production | Testing Efficient media buying Optimisation | Experimentation | Automation Analysis and Modeling Attribution modeling | Predictive Modeling | AI Enhancements | Advanced Testing & Evaulation Data Collection & Management Tracking | Marketing Data Warehouse | Personalisation | Cloud Computing for Marketing Strategy Marketing Strategy | Performance Frameworks | Data Consulting | MarTech Advisory Analysis & Optimisation Performance Marketing Direction & Foundation Technology Marketing Strategy Our integrated service model: Ensuring all elements work in synergy to drive efficiency, innovation, and sustainable growth for our clients.
40. Product classification and activation engine Out of Season Peak Expected In-Season Popularity Indicators • Product Page Views • Add-to-baskets • Purchases • Recently Added • Business Context • Fashion Trends Statistical & Regression Modelling Commercial Attributes • Conversion Rates • Purchases • Add-to-baskets • Rating • Price Point • Stock depth Commercial Attractiveness Algorithm Commercial Attractiveness High Mid Low Zero Dormants This is the long tail of products that rarely have engagement and see very few sales. We'll likely look to alternative strategies to boost organic performance and improve their chances. Seasonal Stars Key seasonal collections and trending fashion items which perform exceptionally well during specific times of the year. Our processes will ensure maximum visibility & promotion when demand peaks. Champions Consistently high-performing fashion staples and wardrobe essentials that drive sales year-round. We focus on strong visibility and differentiation to ensure they remain top choices for customers. Challengers Emerging high-potential fashion pieces showing moderate customer interest. We'll be doing everything we can to optimise our offering here and drive substantial sales growth. Seeds Lower-performing or new products with sporadic sales. We aim to fulfil growth opportunities by highlighting USPs, testing creative strategies and identifying customer interest niches.
41. We've picked up a few awards over the last year Best Large PPC Agency Best Local Campaign Most Innovative Campaign Best PPC Campaign Best Paid Search Campaign Best Use of Data Most Innovative Campaign Best Local Campaign Best Use of Search Paid Media Agency of the Year Best Local Campaign Best Use of Automation Best Use of Data Best Use of Automation Most Innovative Campaign Best Local Campaign 2024 Deloie Tech Fast 50 Winner Best Use of Data Best Use of Data Entrepreneur of the Year
42. CPA -71% Building a Paid Search Demand and Supply Model to turn ads on when Driving Instructors need pupils in their area. Read the full case study here. ROAS Carwow dramatically increased revenue contribution from Google Ads, increasing ROAS eiciency even as spend increased. +80% Revenue Utilising hexagonal ploing and a dynamic inventories system to eectively and eiciently manage a 2-way marketplace. Read the full case study here. +84% Some case studies to read Read the full case study here.
43. There’s no cookie-cuer approach to class-leading Performance Marketing. We partner with clients in various ways to ensure we deliver exactly what is needed. Technology Paid Media Paid Media Dedicated Team We carefully craft a Performance Marketing Team, focused on delivering the results needed. Regular communication and objectives alignment are key. Embedded Experts Our channel experts can be embedded directly with in-house teams, with a part-time presence in the oice. Great for bolstering capabilities. External Solutions For many projects, we build tools and analytics externally to existing infrastructure and work independently. This may require some data sharing. Enhance Existing Systems We love to work where Engineers, Analysts and Data Scientists do and contribute directly to existing systems. Consultation & Advice If it’s just our knowledge needed - or access is problematic for security reasons - our tech experts can consult with or project manage internal teams. We tailor our service to clients
44. Key takeaways Know your Martech Stack
45. Know your Martech Stack Map your challenges to your channels Key takeaways
46. Know your Martech Stack Map your challenges to your channels Align your goals with business goals Key takeaways
47. Know your Martech Stack Map your challenges to your channels Align your goals with business goals Formulate your use cases and POC Key takeaways
48. Know your Martech Stack Map your challenges to your channels Align your goals with business goals Formulate your use cases and POC Assign your RACI Key takeaways
49. Know your Martech Stack Map your challenges to your channels Align your goals with business goals Formulate your use cases and POC Assign your RACI Don’t engage in a pitch process without prep! Key takeaways
50. Indi Rai Director, Paid Media indi.rai@we-discover.com Thank You WeDiscover we-discover.com speakerdeck.com/inders @inderpaul-rai