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Joseph Kurian
Head, Marketing Technology & Innovation
Aetna
» Digital Marketing has undergone a dramatic shift in the last 10 years
with an explosion in technology platforms
» Technology drives many digital marketing initiatives and this trend
only looks to increase in the future
» The ability to measure, optimize and quickly implement changes
determines success in digital marketing
» There are hundreds of new marketing technology platforms entering
the marketplace. It can be a cluttered and confusing mess for
marketers to evaluate and understand
* Scott Brinker, Chiefmartec.com & ion Interactive
* Scott Brinker, Chiefmartec.com & ion Interactive
* Scott Brinker, Chiefmartec.com & ion Interactive
* Scott Brinker, Chiefmartec.com & ion Interactive
* Scott Brinker, Chiefmartec.com & ion Interactive
“ Fear motivates like no other “
- Me
» To solve these complex issues, requires a new skillset and perspective
in Marketing
» Marketing Technology integrates the two worlds of Technology and
Marketing to empower todays Digital Marketers to achieve their
business goals
» It is key to understand the technologies in the marketplace but also to
understand how they can solve business problems for customers
» The easiest way to picture the role of the office is as the CIO to the
CMO
» Marketing is heavily reliant on technology. Much of it has
an online component that is in-house or SaaS at a vendor.
We should control budget and destiny of our future
» Let marketers worry about marketing and not worry about
the tech stack, vendors, internal adoption, or enterprise
rollout
» IT is not the place for this. They are strong with
infrastructure, scalability, security but weaker on speed,
business value and alignment to business goals
» This infographic illustrates data that
shows how the MTO and its
leadership is evolving to be more
strategic in nature, while helping
marketing manage its technology
spend more efficiently
Source: Venturebeat.com
» MTO is responsible for:
˃ Marketing Technology Strategy
˃ R&D new Marketing Technologies
˃ Drive innovation, while empowering Sales and Brand across the
larger organization
˃ Drive a customer-centric view leveraging technology
˃ Drive enterprise standards in marketing technology tools and
platforms
˃ Drive towards a full 360 view of the customer across the lifecycle
˃ Manage partner relationships around MarTech
˃ Manage relationship with traditional IT to ensure standards and
processes are complied with
» My MarTech teams:
˃ Marketing Technology Innovation
+ Looking 12-18 months into the future at where we need to be
˃ Marketing Technology Platforms
+ Manage the MarTech platforms for the enterprise
˃ Wearables & Health Innovation
+ Understand how customers engage with new technology and our role
in this new ecosystem
» Marketing Technology
integrates with all part of
the larger enterprise
» The days of this technology
standing alone are over.
Many of these systems
need to feed or tie into
other systems to allow for
insights that can drive
business decisions
» The consumers of this
technology vary across the
enterprise depending on
their roles in the
organization
» Keys to Success for business case:
˃ Executive Sponsorship
˃ Control of budget
˃ Enterprise rollout of the technology
˃ Sell, sell and sell again
» Thank you for your time
˃ Joseph Kurian
˃ Head, Marketing Technology & Innovation
˃ Aetna
˃ rjkurian@aetna.com
˃ @Jkurian77

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How Aetna Built a Marketing Technology Focused Office

  • 1. Joseph Kurian Head, Marketing Technology & Innovation Aetna
  • 2. » Digital Marketing has undergone a dramatic shift in the last 10 years with an explosion in technology platforms » Technology drives many digital marketing initiatives and this trend only looks to increase in the future » The ability to measure, optimize and quickly implement changes determines success in digital marketing » There are hundreds of new marketing technology platforms entering the marketplace. It can be a cluttered and confusing mess for marketers to evaluate and understand
  • 3. * Scott Brinker, Chiefmartec.com & ion Interactive
  • 4. * Scott Brinker, Chiefmartec.com & ion Interactive
  • 5. * Scott Brinker, Chiefmartec.com & ion Interactive
  • 6. * Scott Brinker, Chiefmartec.com & ion Interactive
  • 7. * Scott Brinker, Chiefmartec.com & ion Interactive “ Fear motivates like no other “ - Me
  • 8. » To solve these complex issues, requires a new skillset and perspective in Marketing » Marketing Technology integrates the two worlds of Technology and Marketing to empower todays Digital Marketers to achieve their business goals » It is key to understand the technologies in the marketplace but also to understand how they can solve business problems for customers » The easiest way to picture the role of the office is as the CIO to the CMO
  • 9. » Marketing is heavily reliant on technology. Much of it has an online component that is in-house or SaaS at a vendor. We should control budget and destiny of our future » Let marketers worry about marketing and not worry about the tech stack, vendors, internal adoption, or enterprise rollout » IT is not the place for this. They are strong with infrastructure, scalability, security but weaker on speed, business value and alignment to business goals
  • 10. » This infographic illustrates data that shows how the MTO and its leadership is evolving to be more strategic in nature, while helping marketing manage its technology spend more efficiently Source: Venturebeat.com
  • 11. » MTO is responsible for: ˃ Marketing Technology Strategy ˃ R&D new Marketing Technologies ˃ Drive innovation, while empowering Sales and Brand across the larger organization ˃ Drive a customer-centric view leveraging technology ˃ Drive enterprise standards in marketing technology tools and platforms ˃ Drive towards a full 360 view of the customer across the lifecycle ˃ Manage partner relationships around MarTech ˃ Manage relationship with traditional IT to ensure standards and processes are complied with
  • 12. » My MarTech teams: ˃ Marketing Technology Innovation + Looking 12-18 months into the future at where we need to be ˃ Marketing Technology Platforms + Manage the MarTech platforms for the enterprise ˃ Wearables & Health Innovation + Understand how customers engage with new technology and our role in this new ecosystem
  • 13. » Marketing Technology integrates with all part of the larger enterprise » The days of this technology standing alone are over. Many of these systems need to feed or tie into other systems to allow for insights that can drive business decisions » The consumers of this technology vary across the enterprise depending on their roles in the organization
  • 14. » Keys to Success for business case: ˃ Executive Sponsorship ˃ Control of budget ˃ Enterprise rollout of the technology ˃ Sell, sell and sell again
  • 15. » Thank you for your time ˃ Joseph Kurian ˃ Head, Marketing Technology & Innovation ˃ Aetna ˃ rjkurian@aetna.com ˃ @Jkurian77