Mastering Marketing Architecture for Strategic Gains

Customerland

Ever wondered how to transform marketing technology into an effortless experience? Join us as Mishel Justesen, DCX Principal of Marketing Technology at Capgemini Americas, shares her groundbreaking journey from marketer to marketing technologist. Learn how her mission to create an "easy button" for marketers has revolutionized the way we think about unifying disparate marketing functions into a cohesive, data-driven system. Mishel breaks down her unique approach to experience architecture, revealing the essential steps and insights needed to build a supportable and functional marketing technology stack.
Mishel dives into the intricacies of aligning technology solutions with marketing goals, addressing common hurdles like shadow IT and technical debt. Using the Customer Data Platform (CDP) as a key example, she illustrates the importance of centralizing customer data for improved marketing insights. An experience architecture audit can reveal hidden strengths, guiding organizations toward a more integrated and sustainable tech ecosystem. Discover the value of visualizing customer journeys and the significant role of AI in enhancing marketing efforts.
In the final segments, Mishel emphasizes the necessity of customization and understanding end-user needs through relatable analogies like baking a cake. She discusses the evolving landscape of marketing technology, highlighting how AI simplifies data management and audience segmentation, enabling targeted campaigns with ease. Gain practical tips on overcoming data silos, accessing data for personalized marketing, and fostering strategic partnerships through experience architecture. This episode is packed with actionable insights for marketers looking to leverage technology to its fullest potential.

Hoofdstukken

1. Transforming Marketing Technology With Experience Architecture (00:00:00)

2. Mapping Technology to Marketing Experience (00:04:33)

3. Building Strategic Partnerships Through Experience Architecture (00:11:15)

4. Solving Marketing Technology Pain Points (00:17:19)

5. Enhancing Marketing With AI Integration (00:25:44)

6. Accessing Data for Personalized Marketing (00:31:43)