Let's Find the Human in Martech

MAYUR GUPTA | @INSPIREMARTECH

LET’s FIND THE HUMAN WITHIN MARTECH

GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK

HELLO.

1998

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

CHANGE

HAS HAPPENED

EVERYTHING IS DIGITAL

NO LONGER THINKS ABOUT TECHNOLOGY

CONFIDENT IT WORKS FOR HER

11

BEHIND THE DISRUPTION

EMBRACE

DATA & MARKETING TECHNOLOGY

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

T E C H N O L O G Y O B S E S S I O N THE

EMBRACE

DATA & MARKETING TECHNOLOGY

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

C H A N N E L O B S E S S I O N THE

EMBRACE

DATA & MARKETING TECHNOLOGY

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

HAMMER LOOKING FOR A NAIL

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

EMBRACE

DATA & MARKETING TECHNOLOGY

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

EMBRACE

DATA & MARKETING TECHNOLOGY

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

NEXT DROP

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

HUMAN

TECHNOLOGY

CONSUMER DESIRE – The best product

at the best price at a time, location, touch

point of her choice meeting her emotional

and functional needs

BRAND DESIRE – Ability to sell more

products to more people more often at a

better price driving category growth and

legendary brand building

PROSPECT

USER

ADVOCATE

HOSTAGE

INFLUENCER

SHOPPER

LOYALIST

EMBRACE

DATA & MARKETING TECHNOLOGY

F I N D I N G T H E H U M A N W I T H I N M A R T E C H

C O N S U M E R O B S E S S I O N THE

25

26

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

CHANGE CONSUMER BEHAVIORS

CONNECT THE DOTS

BREAK THE SILOS

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

UNLOCK DATA

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

EXPERIENCE & VALUE

ALWAYS ON SHOPPER

31

NEED FOR SPEED VS DESIRE FOR PERFECTION

BIG TESTING & BIG LEARNING

ROI

33

34

MEDIA

STORYTELLING INFLUENCECONTENT

DATA

COMMERCE

F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

STOP IT.

MAYUR GUPTA | @INSPIREMARTECH

IT WAS ALWAYS ABOUT HER.

GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK

DONE