Challenging problem
TrinityP3 is not always known for independent advisory on marketing and advertising technology. However, over the past 18 months we have been helping more and more marketers optimise their approach to martech and adtech as an enabler of their marketing strategy.
This particular tier 1 marketing client is focused on uplifting their customer engagement capability. From the utilisation of first-party data (1PD), greater cross-channel smarts, and AI to improve acquisition, through aligning techniques, tools and targeting to create better customer experiences.
A clear requirement, however, not a simple solution.
They were part way through evolving from multiple business mergers, integrating systems and platforms, and had a variety of disparate marketing and advertising technologies and tools across their whole martech stack that they were refining.
TrinityP3 solution
We set about a process to speed up due diligence and provide an independent, external perspective. Bringing market practice insights and a technology-agnostic lens to ensure data orchestration decisions are relevant, scalable and future-proof.
Advising on gaps, conflicts of interest and the level of impact that capability was having, and to clearly help the teams identify a desired future state.\
Process
The first stage was to identify the current capability and ways of working across marketing, analytics, sales, service, technology and engineering, within the context of the enterprise-wide data and technology transformation.
We identified:
- the specific technologies and levels of utilisation
- team capability, maturity, and skillsets
- data variables being used and the degree of data prioritisation
- team and automated process flows
- as well as the state of data governance and reporting frameworks.
The second stage was to assess the implications for targeting, data management, technology requirements, and resource training.
The third stage was to provide a roadmap and pathway forward. Which is currently being implemented. As well as advising on risk areas and mitigation of potential consequences.
Results and feedback
The result is the procurement of the most relevant digital experience platform (DXP). Along with implementing quick wins and quick fixes for data quality and data sources within the current environment.
If you’re questioning whether your technology is delivering a tangible benefit, or you’re questioning whether the marketing technology or tools that you’re using are helping improve the performance that is being promised, then get an independent perspective.
TrinityP3 is an agnostic advisory with no links or partnerships to vendors, platforms or technology systems.
