global digital marketing - digital summit dallas

Leading a Global Digital Marketing Strategy

Dialexa

We are on a mission to make every company

a great technology company.

We work with organizations to define and

execute digital transformation strategies to

improve business operations and customer

experiences. Our services include:

• Multi-Year Technology Roadmap

• Platform Engineering

• User Experience Design

• Custom Software Development

• Hardware Prototyping /IoT

Global digital marketing

The globalization of your

marketing

Return Risk Integration Disruption Trends Governance

1) Centralized operations

• Reduce drag

• Mitigating risk

• Capitalizing on opportunities

• Centralized platforms

• Common best practices

• Service center

Corporate

Team

BU Corporate

Team

Regional

Subsidiary

Regional

Subsidiary

Regional

Subsidiary

Regional

Subsidiary

Regional

Subsidiary

Operating at a global scale

2) Building a center of excellence

Marketing strategy

Marketing operations

Platform Process People

• OPERATIONS NOT DEFINED AS A

PRIORITY (REACTIVE APPROACH)

• PROCESSES NOT DEFINED OR

UNRELIABLE

• INCONSISTENT GLOBAL APPROACH

• MULTIPLE FRAGMENTED TOOLS AND

PLATFORMS

Defining• STRUCTURED APPROACH TO

OPERATIONS

• PROCESSES DEFINED AT HIGH LEVEL

AND MANAGED TACTICALLY

• SOME FORM OF TRACKING THROUGH

TICKETING

• EFFICIENCY KPIS NOT DEFINED OR

INCONSISTENTLY TRACKED

• SOME GLOBALIZATION GUIDANCE

ACROSS MARKETS

• SOME ATTEMPTS TO CONSOLIDATE

TOOLS AND PLATFORMS

Organizing

• STRATEGIC APPROACH TO OPERATIONS

FOR EACH DISCIPLINE

• STANDARD PROCESSES DEFINED AND

DOCUMENTED

• EFFICIENCY KPIS WELL DEFINED AND

TRACKED MONTHLY

• ISOLATED OPTIMIZATION EFFORTS

• DEFINED STRATEGY FOR

GLOBALIZATION/LOCALIZATION

• CONSOLIDATED NUMBER OF TOOLS AND

PLATFORMS BY DISCIPLINE

Optimizing

• ALIGNED STRATEGY FOR OPERATIONS

ACROSS THE ORGANIZATION

• CONTINUOUS INNOVATION ON

PROCESSES ADOPTED ACROSS THE

ORGANIZATION

• BENCHMARKING TO INDUSTRY BEST

PRACTICES

• FORECASTING AND OPTIMIZATION OF

EFFICIENCY AND QUALITY KPIS

• SITE OPERATION TOOLS INTEGRATED

IN COMMON DIGITAL MARKETING

PLATFORM

• ENTERPRISE-WIDE GOVERNANCE

Leading

Content engine

Scalable analytics & reporting

Experimentation transformation

3) Business group maturity model

• Marketing as a

thought

• Few dedicated

resources/budget

• KPIs?

• Reactive approach

• Marketing plan

• Agency / 1 FTE

• Budget allocated

• KPIs

• Table stakes

• Marketing strategy

• Multiple resources

• ROI on spend

• KPIs!

• Continuous

improvement

• Leading others

• Best practice

delivery

Associated Connected Dynamic Innovative

Scaling In-House – The Search Org Maturity Curve - Alex Volk: http://www.brightedge.com/resources/events/share/15/sessions/s304-scaling-in-house-the-search-org-maturity-curve-alex-volk

Addressing the low end of maturity

Focus on buy-inUnderstand and align needsEstablish a baselineTarget low-hanging fruitRemember the pareto ruleAmplify winsKPIs then ROIKnow your audience

Associated Connected


Creating your “thoroughbreds”

Dynamic Innovative

Get them comfortable with riskLook beyond the obviousEntrust them with opportunitiesGive them ALL the creditProductize their work


Key takeaways

1.Communicate often and clearly

2.Understand capabilities

3.Prioritize for implementation opportunities

4.Find your champions and build from there

5.Look for scalability

PROPERTY OF DIALEXA LLC ©2017 - CONFIDENTIAL & PROPRIETARY

Doug PlattsVP of [email protected]

If you are looking to undertake a digital transformation initiative we would love to see how we can help make your company a great technology company.