Future-proofing their martech stack — Hugo Loriot // fifty-five
- Part 1Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
- Part 2 Future-proofing their martech stack — Hugo Loriot // fifty-five
Show Notes
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02:16Recommendations for futureIts essential to understand what information you have access to and how that information can be leveraged in the future. So, you must consider the priority use cases to be achieved.
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03:43How to avoid unnecessary migrationsMinimize the number of different point solutions youre trying to make work together. For smaller companies, its best to keep it simple and ensure that the CRM and the primary provider of website traffic are properly handled.
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05:19Deciding whether or not a new piece of software should be added to the martech stackDetermine whether the new software solves a major problem or you can do without it. Then, you should consider the additional maintenance cost of adding the software to your stack.
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06:34Full stack solutions vs point solutionsFull-stack solutions are usually the most effective but not all vendors calling their solution full stack are actually providing full stack solutions. Vendor assessments and RFPs should be used to evaluate potential future pain points.
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07:24Moving everything to a platform solution vs managing existing point solutionsEvaluate whether the additional software you want to add integrates into your current stack. Also, look at whether or not youll have to maintain additional solutions to make it work.
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08:46Vetting a CDPThe value proposition across CDP vendors varies drastically. As a result, you have to be very, very clear about what you are looking for when looking at CDPs.
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09:36Dealing with the departure of thirdCurrently, many of the marketing techniques brands are using rely heavily on third-party data cookies. So, they will need to come up with a clear plan to deal with its departure and look into solutions that provide different answers.
Quotes
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"The more technologies you try to stitch together, the harder it is to make it work today. And the harder it will be to make it work tomorrow." -Hugo Loriot, Partner, fifty-five
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"One of the main reasons why data management platforms eventually failed is because they could do a lot of different things potentially, but there was not one single thing that they were really good at." -Hugo Loriot, Partner, fifty-five
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"Usually, it's better to go full-stack if you can, but you have to be very careful what you call full-stack. Some vendors have been notorious for calling themselves full-stack…in their broader stack." -Hugo Loriot, Partner, fifty-five
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"You have to be very clear what the plan is when third-party cookies are going away. And, you have to check solutions that provide different answers." -Hugo Loriot, Partner, fifty-five
- Part 1Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
- Part 2 Future-proofing their martech stack — Hugo Loriot // fifty-five
Up Next:
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Part 1Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
Hugo Loriot, Partner at fifty-five, discusses changes in analytics and their impact on your martech stack. By the summer of 2023, Universal Analytics will stop collecting new user interaction data. Marketers and publishers who want continued access to new user interaction data need to migrate to Google Analytics 4, but they’ll also be gaining access to a more powerful and less restricted Google Analytics. Today, Hugo talks about Google Analytics 4 pandemonium.
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Part 2Future-proofing their martech stack — Hugo Loriot // fifty-five
Hugo Loriot, Partner at fifty-five, discusses changes in analytics and their impact on your martech stack. For larger companies, there’s likely a team of people responsible for just managing the martech stack. However, less resourced companies are unlikely to have someone dedicated to that endeavor full-time and that can lead to complications, especially in the case of migrations. Today, Hugo talks about future-proofing your martech stack.
