TKM: A Glossary of Terms for MarTech (Marketing Technology)

TKM Consultants advise on which marketing
technologies (MarTech) and services best suit your
business and support their implementation.
We also provide Industry Leading Reports on
MarTech and the wider Marketing Services Landscape.
www.tkm-consultants.com
Get in touch to schedule your no cost
ecosystem review.
Technology Strategy & Selection Marketing Services & Technology Insight
Ecosystem Analysis & BuildBusiness Analysis & Requirements Definition
Content & Marketing Technology Market Positioning & Proposition Development
Process Re-engineering & Software Compliance
Project Management, Training & User Adoption
Offshore Digital Development

Contents
Introduction 4

1. The MarTech Landscape 5

2. Marketing Experience 10

3. Marketing Operations 16

4. Marketing Platforms, Middleware & Product 21
5. A-Z Index 23
3

4
The influence of Technology on Marketing has never been greater.
Today the consumer demands a seamless experience throughout their
purchase journey.
A joined up “Technology for Marketing” (MarTech) ecosystem for all media
channels will deliver improved brand awareness, an uplift in customer
acquisition & retention and increased advocacy.
This is delivered through effective personalisation, automation, campaign
management and measurement.
We have created this guide to define and clarify industry terms and create
a point of reference for anyone involved in Marketing.
Introduction

The MarTech landscape can be simply divided into 2 categories,
Marketing Experience and Marketing Operations.
Technology that directly influences and impacts on the consumer touch
points is often referred to as Customer Experience Marketing Technology
or CXM.
True CXM is about knowing where your customers shop, how they like to
be contacted, even which brand of toothpaste they prefer.
It’s about understanding your customers to such an extent that you are able
to deliver tailored, personalised experiences to them on the fly which not
only encourages their loyalty, but makes them into advocates and
spokespeople for your brand too.
Marketing Experience relates to Technology that enables content, search,
e-mail, social, mobile, display, loyalty and video advertising.
Technology that directly impacts on marketing effectiveness is often referred
to as Marketing Operations Technology.
It is generally the utilisation of technology to align people, processes and
content in order to support marketing departments.
THE MARTECH LANDSCAPE
6

Marketing Operations encompasses Marketing Resource Management,
Digital Asset Management, Project Management, Business Intelligence and
Analytics. These have their history in print and broadcast related advertising
but market forces have ensured a natural move into omni-channel operations.
Marketing Backbone Platforms, often underpinning a brands digital
strategy, they provide the core competencies for publishing web content,
developing marketing automation and e-commerce capability.
Marketing Experience & Marketing Operations technologies will continue
to grow aggressively over the next 5 years.
7

8
0
1
2
3
4
5
6
7
8
Market Value 2015 (Billion) Market Value 2019 (Billion)
Market Value Comparison 2015-2019
MRM
Social Analytics
Campaign Analytics
CXM
DAM
Market Size Comparison 2015-2019
The significant investment being made by Marketing Directors in the purchase of
software shows no sign of slowing. The growth in market value is consistently
high across all technology categories.

9
Technology is a critical component of all Content Ecosystems, as it enables brand
awareness, customer acquisition and marketing efficiency.
Content Ecosystems
Data Analytics
Reporting
Testing
Learning
ROI
Scoring
Data Insight Partners Agency Partners
In-House Skills
CONTENT
STRATEGY
Brand Story
Analytics Strategy
Style Guides
Wireframes
Commercial Program
Brand Architecture
Brand Activation Partners
Resize
Translate
Format
Scale
Present
In-House Skills
Technology Partners
Paid (print, advertising)
& personalisation
Earned - social
Owned channels -
website
MEASUR
E
CREATE
PRODUCE
DISTRIBUTE
UserJo
urney User
Journey
Marketing Experience: social, mobile, web,
e-mail, influencer analytics, SEO, loyalty,
gamification, A/B testing
Marketing Operations: DAM, MRM, marketing
acceleration, Procurement, BI, marketing mix,
approvals, localisation
Data Layer: CRM, data management platforms,
transactions, e-commerce
Middleware: the plumbing Copyright © TKM Consultants 2016

MARKETING EXPERIENCE
11
The following section, provides a glossary of terms for all those technologies
that reside within the Marketing Experience Category.
Communities & Reviews
Software that supports you in a) creating unique social networks to
indulge a specific passion b) build private networks within an
organisation c) create a community for customers d) create a custom
community of brand followers and fans.
Content Marketing
Tools that provide content planning, scheduling, editorial calendars and
production platforms for developing vast levels of content that will
integrate with your CMS so stories can be published across all
channels. Analytics engines will show what has been viewed and
shared. There are also content curation tools and publishing services,
working closely with social media platforms for curating existing content,
for smaller companies where new content is a challenge.
Creative & Design
Software that allows you to both create wireframes and drag and drop
content to create web site mock-ups. This generates HTML files which
are then published to a web server.

12
Customer Experience/Voice of Customer
Tools that develop customer insights, help measure and improve
awareness, consideration, purchase, usage and support, in order to
reduce customer turnover, increase customer loyalty and satisfaction.
These insights are based on data sources from call centres, email,
social, promotions and surveys.
Display & Native Ads
Publish, track and analyse multi-channel and multi device on-line
campaigns in order to monetise content and drive higher engagement.
Features include the ability to serve ads, track media plans &
competitor ads, model audiences and provide bid optimisation
analytics by campaign, site or country.
E-mail Marketing
Software that serves targeted, personalised emails with varying levels of
campaign analytics and automation built in.
Events & Webinars
Software and apps that allow for personalised conference agendas,
messaging, maps, presentations, speaker bios, surveys, gamification,
participant lists, business card exchange, lead scanning, LinkedIn
integration as well as more niche platforms that focus on ticket sales,
voip conference calls, screen sharing, on-line video and webinars.

Influencer Marketing
Software that discovers the right market influencers, publishes targeted
content, incentivises advocates and fans and measures your campaign’s
performance. Listen to what is being said about your brand, identify
and interact with influencers. Use social media analytics to rank social
influence.
Interactive Content
Tools that create promotional marketing where data can be entered
(forms, coupons, quizzes, games) and leads captured.
Loyalty, Referral, Gamification
Tools that provide social referral marketing programs through coupons,
promotions, gift cards etc. that are passed through on referral, e.g.
“Member Get Member” & “Refer A Friend” marketing. Gamification
can be used to encourage usage. Tools also provide Loyalty Programs,
sending e-mails, tracking users and assigning points accordingly.
Platforms provide attribution tracking, analytics, user profile, social
connections, dashboards, transaction email etc.
Mobile Marketing
Software that serves targeted (personal, time, location) promotions for
mobile. Includes mobile coupons, sms, rich media ads and push
notifications (via beacons or geo fencing).
13

Personalisation
Software that captures and aggregates omni-channel (e-mail, mobile,
social, web, in-store) data (at a granular level) to drive personalisation
and predictive intelligence. The aim is to personalise every channel for
every customer. This is an extension of Marketing Automation and can
personalise websites by triggering content that matches a user’s profile.
Sales Enablement
Software to deliver the right information at the right time in the right
format and in the right place during the sales process. Features include
repositories of content/assets, dynamic content creation, analytics in
relation to messaging and results and effective delivery to individuals.
Will integrate with a CRM tool. May provide social selling (connecting
and sharing) or value selling automation. Automated ROI mapping and
competitor analysis are also available.
Search & Social Ads
Providing tools that facilitate customer retargeting - a display
advertising technique used by online advertisers to recapture consumers
who visit a retailer’s site and leave without making a purchase. Using an
optimisation algorithm and analysis, the tools seek to identify customers
who have the highest probability of conversion, optimise price and
frequency/recency of ads to maximise ROI. Utilises the concept of
programmatic buying.
14

SEO Tools
Provide keyword analytics and linking features that appraise and
optimise your website for search.
Social Media Marketing
Tools that aggregate and display social content on dashboards, amplify
content, provide social compliance, provide social media analytics,
(listening, monitoring and intelligence) that are taken from social sites,
blogs, video and image sharing, aggregators, classified ads, Wikipedia
and forums.
Testing and Optimisation
Software to support purchase conversion (Conversion Rate Optimisation,
CRO). Analysing campaign data will improve campaign development.
Behaviour automation will trigger campaigns to drive conversion - A/B
testing and campaign push. Also includes software that measures visual
effectiveness of a website to modify creative design/UX.
Video Marketing & Ads
Tools that support Ad creation, Ad personalisation, Ad serving, Ad
analytics, programmatic buying across multiple networks and campaign
automation. Includes video sharing platforms.
15

The following section provides a glossary of terms for all those technologies
that reside within the Marketing Operations Category.
Audience & Market Data Software
Tools that aggregate and cleanse data, generate audience lists,
segmentation of audience profiles, demographic data, lifestyle data
ultimately feeding programmatic marketing and facilitating predictive
marketing. Software can also create forms and landing pages to
capture data to develop leads and increase conversion rates.
BI, CI & Data Science
Self-service business intelligence, competitive intelligence and data
science, combining multiple data sources and then providing an
environment to question the data for real time business intelligence.
Often displayed in dashboards, reports or through notifications, they
analyse and deep dive into the aggregated data, for business
information allowing for predictive modelling, operational excellence
and ROI insight.
Call Analytics/Management
Software that supports call centre analytics by setting up call tracking
and adding data to online and offline marketing material. Software that
captures where calls are coming from in order to get enhanced contact
information. Score phone leads, track conversion rates and call data by
campaign and Ad.
17
MARKETING OPERATIONS

Channel/Local Marketing
Tools that allow marketers and brand owners the ability to create
localised marketing material or channel partner material always within
the approved brand guidelines. Template driven with pre-approved
assets, content and approval workflows facilitated by easy search and
robust storage capability.
Dashboards/Visualisation
Tools that provide a huge selection of charts, tables, crosstabs and even
maps. Pulling data from a variety of sources into the same dashboard,
often based on configurable templates with drag and drop capability,
for ease of data ingestion and UI manipulation. Graphs would have drill
down capability with trends, delivering ROI information in real time.
Digital Asset Management
Technology products that provide functions and features around tasks
and decisions surrounding the ingestion, annotation, cataloguing,
storage, retrieval and distribution of digital assets. The term “digital
asset management” (DAM) also refers to the protocol for downloading,
renaming, backing up, rating, grouping, archiving, optimising,
maintaining, thinning and exporting files. The “media asset
management” (MAM) sub-category of digital asset management mainly
addresses audio, video and other media content.
18

Marketing Resource Management
Provides the software infrastructure to support marketing operations
management (MOM). Marketing operations management is the
alignment of people, processes and technology to support marketing
activities and improve marketing effectiveness.
Performance & Attribution
Software that provides “Marketing Mix” modelling that allows marketers
to predict how individual campaigns across media will perform. This in
turn will influence media and marketing schedules, determining the
allocation of budget to the marketing mix and ultimately defining
attribution success and ROI.
Programmatic Buying
Online display advertising that is aggregated, booked, flighted,
analysed and optimised via demand side software interfaces and
algorithms. While it includes RTB it also includes non RTB methods and
buy types such as Facebook Ads API and the Google Display Network.
Programmatic also implies the use of multi sourced data signals to
inform targeting and optimisation decisions. An increasing share of
online display advertising is moving towards programmatic due to its
inherent efficiency (both workflow and performance).
19

Team & Project Management
Project management software to provide visibility of tasks and projects,
real time updates with team collaboration. Gantt charts, reports, simple
UI for instant snapshot views of what’s been done/outstanding,
document access, newsfeed, discussion groups and integration paths to
3rd party vendors. Can be agency specific with a campaign focus or
more generic project management solutions.
Vendor Data/Analysis
Credible analysts in the MarTech and start-up space whose data and
insights can be accessed on-line through various means, including
reports, analyst dashboards, white papers, leadership tables and
infographics.
Web & Mobile Analytics
Tools that acquire website and app data and illustrate how customers
are interacting with your on-line sites, whether they be websites,
e-commerce platforms or apps, ultimately driving conversion.
Dashboards provide playback capabilities for each visitor showing
what they viewed and searched for. Real-time visitor maps and
notifications are also available every time someone accesses a site.
20

4Marketing Platforms,
Middleware & Product
21

22
MARKETING PLATFORMS, MIDDLEWARE & PRODUCT
The following section provides a glossary of terms for all those technologies that
reside within the Marketing Backbone Category.
Marketing Platform
Is a base architecture upon which market specific or time specific
functionalities are built. May not entail complete functionalities but is often
a combination of fundamental key solution elements.
Middleware
Is a term for software that serves to “glue together” separate applications
and programs. Some software components that are frequently connected
with middleware include enterprise applications and Web services.
Product
Entails a complete set of functionalities perceived as valuable to customers
in a given market segment under a specific time frame (product life),
generally sold as a service.

24
Audience & Market Data Software 17
BI, CI & Data Science 17
Call Analytics/Management 17
Channel/Local Marketing 18
Communities & Reviews 11
Content Marketing 11
Creative & Design 11
Customer Experience/Voice of Customer 12
Dashboards/Visualisation 18
Digital Asset Management 18
Display & Native Ads 12
E-mail Marketing 12
Events & Webinars 12
Influencer Marketing 13
Interactive Content 13
Loyalty, Referral, Gamification 13
Marketing Platform 22
A-Z INDEX
Marketing Resource Management 19
Middleware 22
Mobile Marketing 13
Performance & Attribution 19
Personalisation 14
Product 22
Programmatic Buying 19
Sales Enablement 14
Search & Social Ads 14
SEO Tools 15
Social Media Marketing 15
Team & Project Management 20
Testing and Optimisation 15
Vendor Data/Analysis 20
Video Marketing & Ads 15
Web & Mobile Analytics 20

Disclaimer
This book is published by TKM Consultants and as such, all original IP contained within remains the sole
property of TKM Consultants.
Reproduction and distribution of this publication in any form without prior written permission is forbidden.
The information contained herein has been obtained from sources believed to be reliable. TKM
Consultants disclaims all warranties as to the accuracy, completeness or adequacy of such information.
TKM Consultants shall have no liability for errors, omissions or inadequacies in the information contained
herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.
Copyright © TKM Consultants September 2016

TKM: A Glossary of Terms for MarTech (Marketing Technology)

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