Confessions of a Marketing Cloud Implementation · Confessions of a Marketing Cloud Implementation...
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Confessions of a Marketing Cloud Implementation
Neil Procter (@nezproc)Global Head of Customer Systems at Hive
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Who Am I?
Sales Service Marketing
Neil Tech
-Hive Customer Systems Delivery team of 30 – BAs, SAs, TAs, Devs, Admins, QAs, Support…-15+ parallel projects
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Zoom Out: Hive Global Business Tech
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What is Hive
Hive IOT PlatformD
ata Platform
x500k
x500k
Devices Devices Devices
Dev
ices
“Make daily life easier by creating the perfect smart home”
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Marketing Cloud: The Initial Need
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-Scale-Dynamic / Product Specific-Delivery Speed – decouple comms build
-Agency Dependency/Cost-In-House
Parallel
Parallel
-Automate-Co-ordinate-Staged Comms
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Marketing Cloud: The Implementation
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Ankle Ligaments: Medium Pain
Dislocated shoulder –Massive Pain
Salesforce Marketing Cloud Professional Services – off the scale pain.
At least these two were covered by the NHS
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Implementation Initial Impression – Design Doc
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League of spelling mistakes:
recieve
in to / up load / interms of
remainder email
requrired
ntofications
previosuly
Unsubsribe
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The Implementation Issues
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Very Waterfall
Lack of interaction / demos
No onsite dev presence
Questionable expertise in the product (SMS, BU strategy, SF email Triggers etc)
Conflicting responses to questionsVery slow responses to questions
Developer offshore, different time-zone, 1-2hr window
Developer not from Salesforce, can’t access slack etc
Quality of delivery poor in some areas, little evidence of QA
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Implementation Lesson Learned
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Cover yourself in the contract better than we did – ie insist dev resource is from SF, local timezone, with x years expertise –review CVs, SLA for queries etc.
We could afford to absorb the issues, some companies won’t be able to
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Tech Challenges: Salesforce Integration
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Triggered Send Workarounds
Tracking triggered sends in Salesforce *open issue
Mass send tracking data vs Salesforce data limits
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Tech Challenges: MC Push Notifications
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-The Hive app already has a push mechanism via Amazon SNS
-The Salesforce MC push mechanism is separate and yet to be proven alongside
-Cost assessment a few months ago – Amazon is roughly 400x cheaper than SF MC.
-Value of using Marketing Cloud for push depends on use case
Amazon SNS
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Tech Challenges: Environments and Deployment
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Dev
Test
UAT
Prod
Test BU
Main BU
?
?Manual deployment
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Marketing Cloud: The Good! Some Use Cases
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Email a segment: Hive Active Heating Newsletter etc
Offers: Trigger Amazon Echo discount code to be sent in realtime to customers who buy Hive ‘Welcome Home’
IoT Integration: Leak Detector Trial (Future: On-boarding Journeys, Proactive Support, Hints+ Tip, Intelligent Prompts, Upsell etc)
Hive IOT Platform
Data
Platform
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Marketing Cloud: The Future
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Hive IOT Platform
Data
Platform
x500k
x500k
Devices Devices Devices
EmailSMS(Push?)
IoT Cloud?
Einstein or something else?
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Hive . London . Houston . EdmontonThe contents of this document are confidential.© 2017 Centrica Connected Home Limited. All rights reserved.
Any Questions?
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Hive . London . Houston . EdmontonThe contents of this document are confidential.© 2017 Centrica Connected Home Limited. All rights reserved.
That’s It :-)Follow me! @nezproc