Decoupled "Marketecture"

The Internet is at the crossroads of a digital revolution—a revolution bringing more people and more devices online than ever before. Companies are increasingly integrating with an ever expanding list of services and solutions in order to manage their digital presence online and across integrated media. With the rise of IoT solutions, personalization, and distributed brand experiences—the value and complexity of omnichannel marketing strategy from enterprise to small business companies is compounding exponentially.

As the number of touchpoints with customers grows year over year—so too must the complexity of our marketing efforts—so that we can ensure a cohesive customer journey across an entire stack of brand channels and touchpoints. We cannot architect marketing programs focusing on arrays of linear funnels—we must adapt and nurture our programs to better navigate the omnichannel marketing landscape.

This session is about how to create multivariate marketing strategies across a stack of marketing solutions, and how to weave solutions together into cohesive customer journeys.

Inherent Risks with Integrated Marketing Solutions

• Complexity of communicating a cohesive, consistent brand message increases with each integrated system. While integrated systems allow for more conversations to happen at scale, those conversations can also become repetitive.
• Personalization is an unsolved problem for decoupled marketing systems, or omnichannel marketing strategies. Most marketing automation solutions focus on singular ingestion points and journeys through a complex funnel.
• Decoupled technology platforms drives an increasing need for singular data warehousing solutions to make sense of customer interactions. As we move from B2C interactions to B21 (personalized) interactions, creating standardized data models and event grammar is critical. 

Cultivate strong Customer Relationships by weaving Decoupled Customer Journeys

In this presentation, we’ll discuss HOW you can achieve a cohesive customer journey across all of your marketing channels by focusing on decoupling your marketing funnels and cultivating micro-customer journeys. 

Rather than cultivating large and complex buckets of binary choices across your marketing automation suite, we will cultivate micro journeys for users as they interact with your business in different stages. Instead of a single master marketing automation funnel, we’ll cultivate controller funnels that drive users towards children funnels—and therefore smaller-achievable brand interactions where the goals are much shorter, and achievable.

As you prepare your organization or your partners for the digital revolution, we’ll equip you with a philosophy and methodology for driving consistent and repeatable results across your full marketing stack—or marketecture, as we jokingly call it.

Speaker Bio:
Jordan Ryan

Jordan is the CTO and Solutions Architect at Facet. He’s been working with Drupal since 2008, and has recently focused on Pay For Performance Marketing and CMO-as-a-Service solutions for medium enterprises. At Facet, he leads product development around automated marketing solutions and product planning solutions for partners.

Jordan works tirelessly to improve the communications process for requirements gathering and solutions architecture between business stakeholders and developers. He sees the challenge of communicating business values to engineers as a systems engineering problem, and hopes to solve it. With a full-business-stack of experience, Jordan’s expertise is aligned to directing critical digital strategy for Facet’s partners.

Jordan lives in Redondo Beach, California. When his Slack status is set to away, you can often find him chasing down his next coffee or foodie fix somewhere in Los Angeles.