Research is showing that the brands that are getting it right in terms of customer personalisation, in investing time in choosing the right MarTech, and are moving toward digital dexterity and maturity, are reaping the ROI benefits at least two-fold and winning market share.
It was a brilliant insightful session, I especially appreciate the fact they make it a comfortable learning experience and not one that intimidates attendees from the welcome address. ~ K. Ethiraju, Africa School of Technology
Great session. Thanks to Mo & Ferdie. ~ J. Britten, SynergERP
Mauritz Gilfillan, an entrepreneurial Marketing Technologist, thrives at the intersection of marketing strategy and technology. Currently a Partner Manager at Acceleration, he brings over 15 years of experience in international digital marketing, senior leadership, technology consulting, and business development. Mauritz embodies the ideal blend of a "digital adult" who grew up with an "analogue childhood", and uses this to craft meaningful marketing experiences.
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NJ Webinar | The 2023 MarTech landscape in South Africa (2023-06-21 14:04 GMT+2) - Transcript
Ferdie Bester: An. View on how things are playing out from a technological and legislative point of view. So, what I've realized with when I, work in the domestic in the South Africa market is We sort of think no legislative things and in Europe, it's really good teeth and it's actually changed the technological landscape. So that's why all seem to join. He's going to introduce himself, Just explain a little bit of bodies journey in terms of the agenda. Today, we're going to talk about the
Ferdie Bester: The more thing and ethic landscape as it is at the moment and how it works. And then we're going to talk about what's going to happen next year with Cookies going away, third, body cookings. Then we're going to talk about the best more tech options in South Africa that we've seen, just to sort of give some shared experience on, how to handle the changes that's happening. If this Timelift, we are going to do marketing analytics, but I think we probably going to skip it because of time constraints. And please, any questions ask it in the top it out in the box and Angela Will Dean asked to
Ferdie Bester: Words and to me, we are going to record the session so just don't mind starting recording. We will send out the recording and the take to everybody after the session as well. So You don't need to take notes. Yes, so that's it. Angela have I missed anything?
Angela Blake: Nope, we're pretty much on track.
Ferdie Bester: Okay. Okay, no over to you.
Mauritz Gilfillan: A screen of. Presentation.
Mauritz Gilfillan: Okay, everybody can see my screen. All good.
Ferdie Bester: Yes, it's an Emojis.
Mauritz Gilfillan: thumbs up for you.
Ferdie Bester: Help a lot now it really sports like Emoji so that we know that people are still in the session.
Mauritz Gilfillan: Yes, absolutely feel free to use the emojis if you want to raise your hand for a question. There's also the little hand thingy. I'm going to take pauses that we can have some spirited debates but every now and I'm just going to check. If everybody still Dave, you're away. Give up board you today. Hello in, how's it? It is so lucky to talk to a crowd of fellow South Africans. Some of you may know, I now live in Copenhagen know, I'm not that guy that immigrated, there's this immigration thing going on. I was the guy that was offered a gig and Copenhagen. I didn't know we didn't work was an article, look at a map. And I've been fortunate to be here for the last three and a half years, and I'm going to talk to you a little bit about my experience over the last
Mauritz Gilfillan: Coming up to 20 years and also what I'm seeing happening in Europe, how it is influencing the race of the world, our influencing the technology and more tech landscape and then just have a robust conversation. This is really I prefer, having a conversations. So please feel free to questions and expectations into the chat and let's just have a lack of time today. So a little bit about me for my sins, I've been in digital coming up to 20 years. Now, I'm Google GMP certified and I've been really fortunate to work for some super cool companies. Acceleration back in the day before. They were part of grouping. When we just starting out in a hundred people in our office in Cape Town and Maven, when we will also explore office before. We became part of a bigger group, then as part of jellyfish and now part of grouping that is this 15,000.
Mauritz Gilfillan: People working globally and spending all of the dollars. So it's been truly a blessing. and what was super cool is, I've always loved traveling sorry, so I've done business in digital in such an Africa, is a Kenya Nigeria etc. The Nordics for those of you that don't know the Nordics, it's not just Vikings up here. There are some sophisticated stuff going on been like and some of Europe and the UK and us. So I think surprised to say I've been around the block when it comes to Martech. So I want to thank you all back on her. I'm feeling quite sentimental these days. So I want to take you back to my first digital gig and just tell you the story. So there I was pretty much still in university and doing some student jobs and it was the Year of Our Lord 2004.
Mauritz Gilfillan: just give you idea of just through wine back of what was going on in November 2004, Firstly, Internet Explorer was still the biggest browser on the market. This guy had just Voted for a second term to be the president of the US. And I think it's fair to say at the time that were interested in politics, didn't think it could get much worse for a second term and we were all proven wrong, Google had only and about six years old. This was the most popular cell phone in the world. Anybody have this beautiful little pink number, the Motorola. I see the night laughing, right? Anybody have that? No, no.
Mauritz Gilfillan: I don't think Motorola ever made it back to East to say, In South Africa, this was the most popular phone. I could definitely remember having one of these and even idea. One Nokia 33 thing. Something like that. Yeah, I can see. It's reason 19 Roll with everyone. and just about a year, after I started this job one of the first significant pieces of legislation had been rolled out globally and it was called what is called the Can Spam Act of 2003 of what was going on on the Interwebs and it was the Wild West waste. And What I love about this, If you look at the text and the official name of the Can Spam Act is controlling the assault, the assault.
Mauritz Gilfillan: Of Non-solicited, the pornography and marketing. That is the official act that was brought to the US Congress to try and stop the absolute onslaught of email span. that was the issue of the day. Okay, so I hope you all are like, okay, you're back in 2004. you like remembering where you were. So here, this was my first job and I got a job as a account manager. I had no idea that you could make money on the Internet, I thought the leaders like this free thing that you go on and you find interesting stuff, Fairly. I've been talking to me about it for two years man. Emarketing marketing into the future. It's amazing, it's marketing. I was just like whatever, dude. I don't understand
Mauritz Gilfillan: So I Forrest gump myself into a job and basically, what I do is I come to a small little office in Centurion. and I get a logging to a thing called an affiliate marketing network where there's this vehicle list of Ads just adds picture ads. And my job is take that and open up Internet Explorer. go and clear my cache, my cookies, all of my Click that something registered under the cookie. Then go to the website of where that link was taking me and buy something. I was given a fake credit card and I had to buy, whatever it is. I can't remember a diamond necklace or something like that.
Mauritz Gilfillan: And then I had to go back to the affiliate network and look at Google did the Impression ster did the purchase register? And was it allocated to the specific link And that I clicked on. When I initially started it, it was ridiculously boring. I mean I had to do it from 12:00 in the afternoon until 19 clock because it was all the US based clients, But the biggest thing that don't know me, probably. 6 to 8 months into it. there is a way to make money on the Internet. Number one. And number two, the most important thing about the way, the Internet was built is on top of the humble, third party cookie
Mauritz Gilfillan: The cookie is the takeaway I took from that job, was who ie, controls the money? Does that make sense? So I was lucky in that things that I was there. When it's still very basic and very wild waste. And you could do all kinds of stuff to get consumers in a way to a website and compensate them for you. But enough of the Grandpa story. Let's get to know you a little bit. But I'd like you to do is take out your phones.
Mauritz Gilfillan: if you just open that QR code on your phone, So now not the Nokia, 3310 your new, smash nice iPhone. Do the QR.
Mauritz Gilfillan: And in the first screen you'll see is you can hit the thumbs up when you're ready. So when you're on that really screen. How many people are we on the corner about 35. So, I'm getting about 15 people. There are some of you are
Mauritz Gilfillan: And I've got about 20 people there. I'll move on to the next screen. It's Looks like everybody can get on to maintain, Lacquer. So, the first thing I want to hear from you is there's one of four options. How do you currently use your adtech or martech? And right, just give me honest answer if which one, suits you the best choose the option and submit the first one is I have no idea what ethic is. The second one is Google and Facebook, but is there anything else?
Mauritz Gilfillan: The next one. Google Facebook and some stuff. Or you've got the full Enterprise Tech stack.
Mauritz Gilfillan: Okay, it looks like the third section is in the lead. There's about an Equal distribution so far between number two, and number four. Good to know. Thank you. It looks like all votes are in and I'll move to the next question.
Mauritz Gilfillan: So the next question you should have it on your phone. Now is a little bit more what do you know about the impact of third-party cookies? First body data and privacy on adtech, and multic, So if you've never heard of a cookie, that's the first one I haven't brought anymore biscuits or anything today. Now you can vote on the second one, you've heard about it but your dick is tell you, it's fine, you don't have to stress about it. You've done some changes, and you've got a plan, you're working on it and all you are just waiting for the Apocalypse to happen.
Mauritz Gilfillan: So good.
Mauritz Gilfillan: It'll also given another minute and just see how we're doing on boats. Looks like we're getting pretty close.
Mauritz Gilfillan: Almost starting to look like a really nice bell distribution Okay, great encouraging to see that so far about 50% of, that there's some changes coming and you put a plan in that's really encouraging And in the last question, I'll ask you. Is just in a word. You should be able to just put a single word. what's the one thing you want? You want to get out of today? Is Is it inside? Is it an action? Do you want to hear about cool? New tech. Is it something completely different? Just put in the words and submit I think you've got three boxes. They
Mauritz Gilfillan: Do you want to hear? I don't know more about my grandpa stories. Whatever you want. Just I've been a word and let's see.
Mauritz Gilfillan: Cool, European trains. Google Alternatives. Multiplatforms Maturity Tips is coming out big Looks like tips and you take is coming in.
Mauritz Gilfillan: Inside. Okay. Lacker
Mauritz Gilfillan: I will give it another minute. That looks like everybody is really keen to understand at least insights. Is there any new take is there? Any tips and sort of what are the trains coming around on top train and look at the smaller ones based food in, Denmark are just so basic food in Denmark, it went away. I'm not the right guy to ask you laughter, ask Fatty. He's so some of the stuff unlike meeting potatoes, guys, as long as there's a steak and some chips on Cooper, Man, they do like something here called smaller broth or smooth. Basically, it's a piece of rock tourist, and you just chuck some stuff on top of it. They freak out about it. I don't know if it's all that amazing. Okay, I see I'm definitely not going to cover today. 30 years you're going to go with it, I think that helps insights tips.
Mauritz Gilfillan: Great stuff. Thank you for sharing with me a little bit of what you're expecting. Let me get back to the presentation. So first thing I'm gonna do is just We'll start with the big picture and then we'll go into a lot of depths and get really practical. and what I'd rather do is cut some of the slides and have insight or tip based conversations over time. So, I'll move quite quickly. But if an equation is just put them in the chat. So, the first thing I'll start with, is that anybody seen this picture marketing technology landscape by Scott Brinker? Yeah. Can anybody very quickly? Tell me what's wrong with this picture? Just put it in the chat. What's wrong with the picture I'm showing right now.
Mauritz Gilfillan: Thank you, Kelvin. It's super old.
Ferdie Bester: Right.
Mauritz Gilfillan: Days. It's super old. This is actually what the marketing technology landscape has happened in The Last King, 112 years. Lord, from about 2011 to just the other day. There has been an absolute explosion of dick. So that if there's one thing you take away from today, is there a marketing manager or a brand manager or someone that has some kind of technology buying power? Do not underestimate the amount of phone calls, you're probably getting from all of these thick providers. It is absolutely inside. It was, I mean, I don't know AI has grown quite quickly, but these are all B2B businesses that have gone from 150 providers to more than 11,000 globally.
Mauritz Gilfillan: And the map of trying to understand what is going on. Is almost understandable. That's a nice africanism for you. So I think that's the first point I'm trying to make it's complicated and it's not just complicated, it's complex as well. And there is different types of technology, these different providers. In those technology, there is no one size. That's all it just doesn't exist. and if someone's telling you that it's a one-size list all They trying to, sell their dick.
Mauritz Gilfillan: So I find when I work with a lot of marketers even in the more sophisticated marketing markets, that a lot of CMOS and decision makers, feel lucky, we've bought all this dick, but what is it doing for us and the tickies that are going? Yeah, Lisa's buy more dick. No, no, let's put another layer on top so that you can see the inside from the taking very bored. And then, let's put some good data on top of the inside flyer. but this is the stuff that I sit in boardrooms with CMOS and marketing professionals and Lisa's one person that usually is Big glaring, eyes going Noel. Help. My dick is just want to get, don't think. And I don't know what the stuff does and I can't tell myself. I could buy more dick.
Mauritz Gilfillan: Give me a thumbs up. If this resonates
Mauritz Gilfillan: message number one it's not about to take. I know you came here today to find out about attic but It's about what you're trying to do with the tick. and the proliferation of the different solutions has made it super difficult. To just go and go on a Lynda hunt and say Best piece of take to help me make marketing ROI, like you did not get that, That's the first challenge that you have as a marketer. The second one is what's been happening with consumers and this is a lot more Tangible in Europe and in the US. But I think the same thing is happening in South Africa. There's just least to the legislation consumers. All if I can use this on a recording computer
Mauritz Gilfillan: if you think of the can spam act, if you think of everything that's been coming down the line, it's mostly been because consumers are tired of being just Inundated with stuff and data. there's a need for personalization and there's a need for privacy and coverages went and just made it all worse, So overnight, you check as a figure out how to get stuff to you in 60 seconds, etc. so this is the second part got to mean that I've seen in the market is on the one hand, you've got a lot of take on the other hand, you're trying to reach the right sumer. But consumers are completely schizophrenic when it comes to privacy and data they go. Why don't you know me?
Mauritz Gilfillan: On the left hand side, How do you not to try and…
Ferdie Bester: What?
Mauritz Gilfillan: sell me women's shoes? Because I'm a guy or, some other irrelevant thing to me. And on the other hand, the consumers are going. No, you will not have more data. are you fix that? it's like, I don't know, I can only speak for my own marriage but it's trying to keep your marriage or your relationship healthy without even talking with each other, or never getting to know each other Something's going to go wrong, I think over emphasize the point. So Who cares? And Why should you keep to try and fix these two problems is money. It's as simple as that.
Mauritz Gilfillan: The research has shown those brands that are getting it right, in terms of personalization, choosing the right technology and moving the immaturity in digital or getting their digital dexterity as good as possible other increased in market share. But two times 200%, right? The reduced the cost by about 30% or they increase their revenue by between 15 and 20. And I've seen this happen over time.
Mauritz Gilfillan: So, let me just pause Any questions comments? This is opening with you guys. The boring and just move on
Ferdie Bester: I don't have any questions come through Shireen just made a comment and say Data pride. Privacy has taken market priority, and South Africa.
Mauritz Gilfillan: Let's really interesting to hear my assumption and I don't spend enough time in essay these days is that the legislation doesn't have teeth and that's why people might not be taking it seriously. Are you saying that people are taking it seriously, maybe just elaborate on that company.
Ferdie Bester: So Maria's also just comics and what I think Shireen is probably like, saying Pricy it's into the consciousness. The problem is that we have is popular, doesn't have teeth at the moment so it's not. Well resourced. So I think the consumers, it's important for them but they just like the flee. It's like we haven't caught up yet.
Mauritz Gilfillan: So the assumption I'm working on then what I'm hoping to show you today is I'm not going to talk about the leglative I'm going to talk to you about the technical impacts what are going to happen. The legislation and the South African government, not necessarily having the teeth implement poppy and so on might have created the awareness. And what I want to show you is how the technology is going to be impacted in the next few years and why you should still care about this issue. Even though in Europe, it's a double prong challenge both legislatively and technically but the technical impact is going to in South Africa whether you with a poppy is implemented or not, they're all explain that as well, okay?
Mauritz Gilfillan: Okay, luckily let's look at, what's happening going forward. It looked like from everybody's understanding, I don't have to do it. Demo of, what all cookies, right? You guys.
Ferdie Bester: Yeah, I don't think.
Mauritz Gilfillan: But what I do want to just touch on is I think a lot of people in our industry and I even still see it, at sophisticated agencies and marketers day today is that they think cook they Are only there to help do remarketing. So I go to nike.com, I look at the shoe and then I don't buy the shoe. And then for the next six months that you follows me all over the Internet, So yes, that is part of the use cases. That's been abused in the past. I think the really important part, for you, as marketers is to just forget about remarketing and use third party cookies and remarketing and understand the fundamental Link that the third party at third party. Cookie has created for us to show ROI
Mauritz Gilfillan: so as in my story earlier, when you spend your money in terms of ads and clicks, And how you generate revenue in terms of cells and leads right now is being tied together by the humble, third party cookie.
Mauritz Gilfillan: And that is true for. I would say 70 to 80% of all ad, taken martech, Whether that is Google ads. We just running it in the platform or it's Facebook where you're running it in the platform or right on the other end of the spectrum. If it's the Google marketing platform and you've got the most expensive coolest piece of deck on the market. Bumble Cookie has been the thing that helped all of us marketers. Tell the story of Hey, you listen. 50% of your advertising? Yeah, we can show you. So you know that The old quote that when off my advertising is lost. I just don't know which off for the last 20 years. All of us have been saying We can tell you, exactly. we can tell you exactly if you spend
Mauritz Gilfillan: Being ran for Click in Google Ads, it drives X amount of sales. What is absolutely going to happen is if you take away the third-party cookie, your ability to link your media spend and those conversions are going away. And your attic has no. But this is what you actually is going to say All your market is going to say, I don't know. I can tell you how much you spent. I can tell you how much you got. But I can't tell you. Where did you get it from?
Mauritz Gilfillan: Make sense. And I get some thumbs up.
Mauritz Gilfillan: Okay, cool. so,
Mauritz Gilfillan: What I'll just say is what I wanted to do is to give you a live demo of how Safari has changed the way that they work with cookies. And it sounds like everybody knows how it works. But basically Safari gone, an apple has gone and said, Right? We are just blocking cookies by default, essentially authored body could so it's already happening. And here in Europe, it's a bigger deal because you've got, a bigger penetration of browsers usage on safari. but the main point is Google Chrome is going to do it by this time next year. it is, but for the biggest browser, globally, in South Africa, will show some social data
Mauritz Gilfillan: and you might say to me what, we've heard this all before they saved, they were going to do it in between two. They didn't do it. They delayed it. Yeah we'll worry about it when it happens between 24. So let me tell you as a partner manager that's been working with Google for the last Six seven years. Why this is going to happen. and this is all Mo's opinion and not that of Nigel or any of the affiliates with the companies that I worked for. Let me just be clear on that. This is my opinion, looking at what I've seen happen in the last six years. Working very closely with Google in 2020, to the rest of Google was not ready for Chrome to switch off cookies. They would have financially killed himself. Simple, as that. What they have done in the last two years, is they've put in things.
Mauritz Gilfillan: That can stop them from losing so much money, privacy, sandbox, conversion, APIs, enhance, conversions or a whole bunch of work has been done by Google To delay the impact on themselves. And frankly the ability for us as marketers to still get roi. So if you don't believe this all good, but Culmination as astronomy, whether I was right wrong. So, as I said, this is what it looked like in terms of browser and browser history, who is the dominant players, even up to four or five years ago, You can still make a call and say You're on opera, maybe it's gonna Win the game. It's very clear Internet Explorer lost Google's one.
Mauritz Gilfillan: And that's it. We need to sing of the browsers in South Africa across all devices. Use Google Chrome right now. so, here's the point I'm trying to make is number one. The non-thirty percent, 70% to 30% of other browsers, have already cut first by a third party cookies, so that means whatever you think you're doing on your ROI right now. If you haven't put in privacy, preserving technology and you're not working with the right providers, you already 30% blind it's like, Going from 2020 vision to you need a minus one point something. What is going to happen by next year? Not below to the point, Google Chrome flips, the switch and then you go from blind to 70% blind. If you do nothing.
Mauritz Gilfillan: Why is all this happened? Thanks to some bad actors. And I'm not saying Zuckerberg was necessarily the bad actor. But we all heard the horror story, We heard about Cambridge and Basically, turning the US election and influencing brexit, that's what it came down to. people were not consented to use their data on the way that was supposed to do it, had unintended or malicious consequences And the big boys had to step in and Europe took the lead. So they went and say Enough is enough GP or
Mauritz Gilfillan: if you bugger around with this stuff, we are going to find you 10% of your global turnover or three percent of your net revenue. But these are massive files, And this comes from a Google presentation, last week, I did get the permission to share this with you guys. So to get back to the point that I made earlier. On the left hand side, you've got regulated changes making a change in the way that we use technology and I understand that in essay, maybe poppy until someone sees someone based on Poppy. you can easily dismiss it. I'm also pragmatist like laws of guidelines in South Africa? Let's be honest. Are we still recording anyway? but on the right hand side, what you cannot do
Mauritz Gilfillan: would you absolutely is ignore the fact that If Google Chrome is gonna work for you in South Africa, The three. Of the European regulatory changes and us regularly trying changes and defines that they can get in Europe and in the US are going to make things just look the sweet globally. Just go sorry, boys. Bye. And if you're not ready, you're blind. Have I elaborated the point? Well enough, do you think fatty, do you think?
Ferdie Bester: Yeah, I think so, especially the inside about the legislative, the laws is a guidelines in Africa.
Ferdie Bester: But you make a great point, the point is that nobody cares about South Africa, we are around here. That's it.
Mauritz Gilfillan: No.
Ferdie Bester: We don't have any influence and the stuff is going to play out.
Mauritz Gilfillan: Exactly. It's just going to come a genomic as he does. Yeah. So I've explained this slide before but just again to show you that this is the kind of conversations that we're having with clients right now in Europe. So because of what I showed you in Europe, for example, in Denmark the chrome and The crime and browser spread is a little bit different. You've got 50% of traffic is chrome, not 70%. So these are the conversations we're having with brands. Going number one, you're losing about, 20% of visibility, due to cooking options. and so on, right now because of platform updates, you're really losing closely 50% of visibility, and that is influencing
Mauritz Gilfillan: An artificially inflating, the cost per acquisition, or the media efficiency. So this is the public playing out right now. So if you were to change these numbers for essay, I would probably say regularly changes like the Zero. And I don't think there's any impact on it right now. And platform update somewhere between 30 and 35% and you can use that link and go check the stats and for your country or your website and do this analysis for yourself. It's as simple as that, you already losing some visibility. Correct. And this is the thing, this is what's going to happen going forward.
Mauritz Gilfillan: Previously everything was based on observed and modeled data, you were losing a little bit, but most of it was observed through cookies. It's becoming less and less until this point where everything gets switched off. And you need to rely on a whole bunch of other technical stuff. Which if you guys want to talk about it, but predominantly, it's It's side API based, it's in platform signal based, but this is the reality of what's happening in the future. We all going back to Half of my advertising is lost. I just don't know which off. We have come full circle.
Mauritz Gilfillan: Explained why? And if you in the industry for a year or two or longer than me, you might be feeling, some of this going through the stages of grief, because of the death of the food. But first body cooking, and I know fatty is definitely in the bargaining phase, like he hasn't gotten to accept and cheese. I've recently only gotten to acceptance But it took me a while to go from the null to accept. And so let me just pause there and take any and any questions or burning comments before we move on.
Ferdie Bester: So it Lisa's asked the question about the alternative ways to track client data with their permission. So at least we have a couple of slides, on that, we're going to talk about. so now is Exceptional job at explaining the carnage that's going to follow but we have a whole bunch of slides to explain how it's done.
Mauritz Gilfillan: So in what I'll quickly, comment is, if you haven't done any research on it right now, go look into what's called consent management systems. It's the thing that handles the cookie banner at the bottom but it's more than that, and the important things to know is The collection of consent is becoming a digital practice by itself. So, we previously would have Optimization and media, optimization consent management. Optimization is becoming a thing. So, that's something to look at. And in the tie between those two and your marketing technology stack is becoming more and more important. But Ferdie's going to specifics a little bit later. Any other questions or comments? Or is anybody else feeling a little bit of denial or have you, gone further down the stages of grief and
Mauritz Gilfillan: Anybody had acceptance anybody? I'm good. Don't worry, it's fine. The sort of Wanted to.
Mauritz Gilfillan: So what great The place is burning down. What? No? I'll leave you to read this one for a second.
Mauritz Gilfillan: The sad music is. We have to become Ellen. And it is not popular being LN is not loved in the boardroom. Helen is not loved by the agencies. Helen is the bearer of bad news. So my first recommendation to you is do not ignore the fact that he's going to be pushed back that you're going to get some stuff like this. Helen is quiet. Yeah, Exactly. Helen is usually quiet. Exactly.
Mauritz Gilfillan: What is happening in the market is? There's all kinds of work around happening and now we're talking about the third party cookie and then everybody runs off and puts everything on server-side gtm. And now, the newest thing is, if I remember correctly, Safari is updated the way that it looks at track is that it can even see into, tags. What I'm trying to say is, if you think of other nefarious or, work around ways, To try and track people's behavior. All that's going to happen. the tech is going to adapt. and right now, the mind shift you have to make is, how do you respect privacy? And allow for personalization. And how can you work with Lisa's more? So the point is the data economy is And the first body data and consensity economies here.
Mauritz Gilfillan: The best thing you can do for your adtech stack at this point is coach those dark corners of your tech. We haven't been for a while because you're too afraid of you might get Courtney. And going to a cleanup Go and see how good is the quality of your email database. how good is the in rights? Those areas that we neglected for a long time? Because we had this gluttony of data coming to us, we will have to clean it up. You have to start the not on getting more ways of tracking people. Go and get clean data. It's a little bit like, when we ran out of water in Cape Town, you opening the depth? He'd never thought about, yes, What if I use my shower water to flush my toilet,
Mauritz Gilfillan: I'm not saying it's going to be that extreme but it's a similar way, I think. So we'll get a little bit more practical in terms of take year or some of the things. This is what a typical takes that looks like on the left hand side. You've got specific channels that you work with Google ads, Facebook, LinkedIn, etc, these dry traffic your website. And you capture this through, I'm not going to open up the can of worms called ga4 but some kind of web analytics tool or your website and it generates data for you data about your consumers. first party data isn't always just personal identifiable data, remember that. It is also data around behavior that is consented. It is also data around
Mauritz Gilfillan: purchases sign-ins. It's more than just email address phone number and so So first body data, if it's consented can help you with a whole bunch of stuff. An inherently, the solutions that you should be looking at to replace those cookies that are going away. For Google is called Enhance Conversions and Consent mode for Facebook, it's called Conversion API and LinkedIn also has an API. So this is just to give an idea of some of the things that are replacing the cooking but They're not easy to implement of giving ideas. So for those that don't know, enhance, conversions basically means you have to capture the email address it send it back to Google in a hash form and in Google tries and match that email address with what So instead of a cookie it's now like this convoluted API process.
Mauritz Gilfillan: And if I was logged in with my Gmail address and, did it on a different one? It's a mismatching. it gets all complicated. Let me just pause here and just click Any questions comments? Anybody that's done. Yep.
Ferdie Bester: Mode. No, we just have 13 minutes left so we need to sort of show them some of the deck as well. But we recommend looking at.
Mauritz Gilfillan: So, I'll move on in all I'm trying to say with this slide is The certain industries that are much easier to collect. First party data, some industries are much more difficult depending on which industry you are. start focusing on the collection. So from our side, Just to wrap up what I'll say is. Top tips number one, get consent.
Mauritz Gilfillan: Number two, Build for first party data assets, whether that's in your email, Your customer data platforms, your transaction data. And start looking at the privacy proof preserving Technologies that are coming out that will still help you manage your ROI enhance conversions or Facebook happy etc. And the last thought I'll leave with you don't force Alan to become this guy or, if you fire Allen, If we're creative people, we can find better ways of still remaining relevant in the mall.
Ferdie Bester: And so just if you want to do as we still have a couple of slides left, I just want to share this. So if you want to review your martech stack, or look at this stuff, like you can schedule time with me and we just have an informal conversation about the stuff. But let me take over I'm gonna share some more big stuff.
Mauritz Gilfillan: You all need to drive. You just talk back to you.
Ferdie Bester: That's okay. I'll see my screen. Can everybody see my screen? How can you see my screen?
Mauritz Gilfillan: Yes.
Ferdie Bester: Just get to that So what we wanted to share was I think the most important thing has been communicated in the session is and what we want to do next was just to share some of But take it, we've seen work. So I'm using the word base data, I don't think base that It's just like the stuff that works here because the challenge that we have in South Africa is some of the tech is not affordable yet so all we don't have enough data available. So for example there's some really interesting customer data platforms. That's available internationally.
Ferdie Bester: But we sort of struggling to see which ones or can apply to the majority of the people in South Africa. For example, Kelvin from, is also in the call and Don as well. So, they have relationship with a couple of these pieces of software. So I'm gonna just say some of the stuff that we've seen, I think, what's Super important is don't go and just buy the dick because it's super easy to buy the thing. You just go, they love taking your money. and it's the same as People are willing to spend money on media because it's so easy. It's it's been on a thousand animalia because it's easy, you don't have to think about it.
Ferdie Bester: And the same thing applies here is if you want to use state first work out, what is the use case. So, in terms of lead generations to Africa, these are the platforms that we see work at the moment. So in terms of Google ads still works, you have to switch over to ask conversions of course. Facebook.
Ferdie Bester: For some consumer products, LinkedIn has become a big play in the B2B space we with been using The last extensive loss, 18 months, and the quality in that platform is just absolutely phenomenal. it's way more expensive than LinkedIn but the audience is amazing. And in terms of supporting the media channels, the two pieces of take that we really like is canva in terms of creative deployment of assets and for copy is actually chat GDP and in terms of Google Analytics 4 is not going away. We have spent countless hours trying to look at alternatives. We looked at Matoma, we've looked at a number of other ones as well and the tracking of gmf, Google Analytics for is very good. But the interface is
Ferdie Bester: Not good, it sucks. at the moment we think that it was built for BI developers for developers, not for marketing people. So we've actually started and thank you for sharing that We've actually installed Microsoft Clarity, which is Microsoft's tool. and what they can do, is they do site recordings, and they can also show you heat maps, and they're also pull in Google Analytics, data, and presentation in a friendly manner. so we very interested to see what's going to happen with who clarity. Because I think the bigger advertisers is going to be able to use
Ferdie Bester: Analytics 4 Link to Bigquery and then build dashboards that marketing people can actually use so they can do that but the smaller players there's a big issue there in terms of data visualization. Any comments or questions around this.
Ferdie Bester: Nothing like let me continue then. Okay, the second one is customer loyalty or people getting people to repurchase. So, We think that the core systems in terms of
Ferdie Bester: Commerce, the ticket. We've seen work quite well shopify for me. I think it's just way better technology than WordPress and commerce. I just think that they doing a phenomenal job and they've got a marketplace as well. you can go and buy a shopify verified apps and you can then do certain things with it. Google Analytics is still going to gonna play a role there. And the top email software that we've seen is only seen in terms of E commerce, Melchemist is still good, especially for B2B and non-ecommerce stuff but most of us distracted for a couple of years. So only saying, I think as they can This is completely subjective as over taking them in Space, in terms of media on the website, we
Ferdie Bester: We like justino as well, which is a piece of software that you can load balance onto your site, or have a little bar at the top that says, 10% off. So, we actually like that activation role and then again, using clarity for some of the reports as well. So luckily, the reporting in Shopify is quite good, but I think that the biggest thing for me, especially with the changes coming from third party, cookies email is critical when it comes to customer loyalty. And then the third one Gus it's like getting a better view of customers.
Ferdie Bester: and there's a new category software customer data platforms which I absolutely love and Kelvin. I think we to get some of your views on this as well. I think the challenge that I've seen with the cdp's, all the quite expensive to buy the licensing. Fees are quite high And what complicated to set up as well. So there's a cost and a complexity thing. so what we seeing in terms of the medium size, advertiser space is, there isn't really a one size fits all view if you want to get a better view of your customer and we think the best
Ferdie Bester: The best more tech setup at the moment is to have your CRM, basically play the center in central role, So if net dynamics is used by a lot of cooperates and an app spot and then try to figure out how to get the data into this platform and link them. So for example with email you send out email you can bc and it'll show up. If you do for example these webinars, you can do whatever manual process or export the list and upload it. if you use Melchem Lisa's idea integration that since the day today, Google Analytics, focus in the information. They same thing with LinkedIn. So it's trying to figure out how to link all the stuff together and the most useful thing with
Ferdie Bester: We've encounted in this space is this piece of software. So zapier. I absolutely love this piece. It's like the prestick of the market martech world. So Warren. I know you a fan as well. It is absolutely phenomenal. In terms of sending data between systems and with Cookie, third Party cookies sending data between the marketing technology systems is going to become crit. Not things. Ipia is like phenomenal in Any common two questions.
Mauritz Gilfillan: all the team I'll just looking Freddy I think just to emphasize what you were saying about the custom stacks and that single viewer customer I'm seeing a lot of European clients grapple with that as well, even those that think there are data. And they've been focusing, or we as an industry have been focusing. So much on media, and media, Oroi attribution pretty dashboards, all of that kind of stuff. We kind of assumed it would always just work like that. And we didn't build any infrastructure for first body data. Now, I'm seeing a lot of conversations around and very much in the full spectrum of industries in the full spectrum of maturity about the brand. Everybody's going
Mauritz Gilfillan: I'll tell you a quick story. There was a clients working with for six months. And after six months they went hold on a second. We've got an email database. Do you think that would be relevant? Six months into a martech reorganization and they only realized we might need to use the email database as well. So is These one thing is being the time. Do it on that use case. Number three,
Ferdie Bester: Yes, email. So we don't have enough time to go through The Marketing Analytics section. What I'll just say is, If you are a big advertiser, the three platforms that you need to look at is Google Analytics for get it into Bigquery. and then use Lucas Studio to build dashboards. That is the best way that we've seen for bigger advertisers to show their marketing data. That's the first point if you are a small to medium advertiser.
Ferdie Bester: I have some really bad news is that Google has basically focused on the top clients and they have done, I don't think a very good job at the bottom section of the market. So, there isn't a great solution at the moment. we are grappling with our clients in terms of what to do. We think that Microsoft clarity could move into that space, but at the moment, there isn't a great piece of thing, but there's a huge vacuum in the market. So we working with us when we grappling with this at the moment. But there isn't solution. that's the same as Universal Analytics Way. It's free. It works and interfaces amazing. it doesn't exist. At the moment. so as soon as if you find something like Don, I know you like probably pretty Kelvin. I know you guys are very good at sniffling the stuff out, please seen it over and we'll have another session to just unpack. That a little bit more.
Ferdie Bester: So we add three o'clock in the Q&A. Nice section of Question. any questions you we like 39 In the session. You can unmute ask a question to mow to myself. Open floor.
Speaker 1: Hey Yeah, it's Warren here. maybe just obviously from a momentum perspective. I think one of our biggest challenges that we have is I think there's enough I wouldn't say insight but we know what's coming down the track and What we To agree. We know what we need to do. I think it's the heart that is obviously going to be a big challenge for us. as well as trying to, I guess retrofit some of the platforms that we have already to accommodate for this new, shift in loss of third-party data. I think, that we're doing sort of things like Rose for example. Pushing quite a hard on that. and there's the question that we can't answer now but I think for us it's like how do we as an organization. Perfect to that just given
Speaker 1: I guess the corporate structure that we're in and access to some of the platforms that you've mentioned isn't always as easy as perverting as we like to throw that tumor on So I think that's a big challenge for us.
Ferdie Bester: Mode. You want to answer that because I talked to Warren Way too often.
Mauritz Gilfillan: Sure, Warren the first thing I'll say to you is you're not alone. And at least, I can give you that emotional support saying that everybody's grappling with this, from the largest repellers in the world to, insurance companies, etc. So everybody's coming and luckily, they're awesome really good operators, that can help you sort of organize, a plan. The first thing you have to do is come up with a plan because what, the ingold looks like and I saw your comment like, your ad acceptance and you like looking now is the time to make a plan for building a road map of, how to get there and being super honest with yourself, is probably the best advice I can give you and then just start brutally doing stuff like
Mauritz Gilfillan: Let me get ractical. So where I would start is go look at your consent management system. Right? Are you actually gathering consent and in, which places is it on your website? to call center? Is it on email? How can you get all of that stuff together? Then look at your first party data and just pick what is valuable? a lot of times when I see Brands do is they go, I want to boiler Ocean. Let's just get all of the information, Credit scores freaking. I don't know, favorite type, whatever that's not important. Go and make sure, what is the KPIs that you need. It's number of leads that you generate, turning
Mauritz Gilfillan: Leads into policies, etc. And then just work with the providers. and the operators in the market, that's been through this and just know you're not alone. So this is new for many brands. Out that out.
Speaker 1: Thanks We are appreciated feedback. Softly drop nom in another session. Thanks guys. Appreciate it. Very looking forward to tomorrow morning.
Ferdie Bester: Alison anything from or Anything from you. Leanne.
Ferdie Bester: any other questions?
Ferdie Bester: No questions.
Speaker 2: Fatty is a hard one. if let's say,…
Ferdie Bester: Lord Johannes.
Speaker 2: we say, what? I'm just gonna ride the wave and see what happens. Do you think Disasterable strike your business?
Ferdie Bester: so that's a great question. So the bidding systems at the moment is moving more and more towards machine learning. So, the signals that the media when you buy media is becoming more and more important. So, you have this machine learning betting thing, as a media buyer like that. So it needs the signal. To know. Yes, it's a good customer or not and what's going to happen next year is that signal is going away. So now you're going to have this machine learning media, bidding engine with no data to run. So for what it's going to be, okay, based on the current data that has and then it's gonna spin and then, I think your media
Ferdie Bester: Is going to follow Cliff. That's what I think is going to happen is the full over.
Speaker 2: It's very basic.
Ferdie Bester: No? Because if it's an established brand people will always search for your brand and find you, but you're just not going to have an idea where they come from or it's gonna be very different to go and find new customers.
Speaker 2: It's going to be like running billboards on the highway basically.
Ferdie Bester: It's gonna be running tonight. Yes, and there's a place for billboards. nothing's gonna fall over. It's going to be very odd to optimize and understand what's going on. So you're gonna be lucky for a long time and in the full long time, you're going to be that's unfair. and…
Speaker 2: Thanks, Randy.
Ferdie Bester: when you honestly honest, the other thing that's very interesting for me is I think the technology and the landscape is changing exponentially at the moment with AI and all of the stuff changing it like that Looks like this and organizational change is linear. It looks like that. And I think there's gonna be like this one moment coming at the end of this month when Universal Analytics is gonna get switched off A bunch of companies or just going to become stuck in the mud for three to six months and there's an opportunity for competition to go ahead. That's the one.
Ferdie Bester: One. And in next year, when his third body cookies are going away, the people that are asleep at the wheel, it's going to be stuck in the mud for six months and this is the chance to take market share from him. So that's what I think is going to happen. What do you think Johannes?
Speaker 2: Thanks die. so, I don't know, you've given me a lot to go think about so, I think Google is Almost like this parent figure in the digital marketing space. So they kind of like Things. But they also make sure that children are still okay and they'll still be taken care of And they usually
Ferdie Bester: I actually wanted this agree with you, I think.
Speaker 2: yeah.
Ferdie Bester: That Google. So this is please stop the recording Angela. Please stop the recording.
Ferdie Bester: Is it stopped? I'll give you my answer listed.
Angela Blake: Yes. Yes, that's
Ferdie Bester: Opinion. So Google is looking after themselves. Because of the letters, they want to protect themselves from legislation and being broken up. That's the first thing. And what they've done is, they spend a lot of money to get the biggest advertisers to adapt to this new change. And they are not ignoring the race, but that was their priority and that's where we are at the moment. so, Soul Section of Advertisers. If you're not spending at least 500,000 a month, you are sort of you on your own.
Speaker 2: I see. Because does it cost a lot of money for the software or what?
Ferdie Bester: The problem is I think the complexity has increased so you need to like people that understand. Volatility and how to Fix the Stuff and I'll stitch it together. So I think That's the big issue. It's like software is one thing but it's also the expertise and the internal upskilling that needs to happen in the space. So I think that's a big thing to consider.
Mauritz Gilfillan: One and an old tipping in both agree. And disagree with you fatty like Google. Definitely you can't say that the admissions statement do no harm or whatever, they're not this benevolent dictator type of figure. they also just human I work with Google is every day and what Google looks like inside, you have a bunch of engineers that are very good at coding and very bad at talking, And I thank you hidden from the public and then you have people that are essentially sales, people that talk to us every day but cannot make any influence on the way the tech works. So to do a little bit of insight, the googlers are struggling.
Mauritz Gilfillan: To get the grips with what they have to communicate to the market. By Leanne what's going on in terms of the product roadmaps of some of these technologies and they're also just human. And I think the biggest misnoment can think about in Google is it's one big organization that actually knows exactly what's going on with the different parts. What I can promise you is that do Google Marketing platform. Guys do not talk to the Google search guys. It's not one big conspiracy and it's much easier to believe in competence than it is in malice. So that's my two things. I'm glad we're not recording anymore.
Ferdie Bester: Any other questions or anything else? You honest.
Speaker 2: I'm good. Thanks guys, those are great answers.
Ferdie Bester: Anything from you?
Angela Blake: Mirah and…
Ferdie Bester: Okay?
Angela Blake: Mirah asked a query, but I don't know if we've got the time, but she said, Please can you elaborate on Canva and Chachi PT and how you are deploying them.
Ferdie Bester: I think we'll send through a webinar on the chat gtp thing. So yeah,…
Angela Blake: Cool.
Ferdie Bester: that's gonna take a bit of time to unpack cool I think that's Angela's anything else when can we learn about J4 Rachel? And pick a time slot. And I'll show you some of the stuff and we can talk about the size of your business as what we like, good options, just I'm serious. Pick a time slot. and then Let's see. What is a good foot for you? I'll show you some of the basics. And I can send some webinar links as well. We've got a few webinars that we've done on joyful.
Ferdie Bester: Go anything, anybody.
Ferdie Bester: All right. I think we can wrap it up. Thank you for joining everyday. Please people, in the chat, if you want to leave, just the writing out of pain that would be appreciate Just go one out of 10 or most amazing dinner thing a wizard is always on time. That would be Never look at we.
Ferdie Bester: The presentation and the recording. in one or two days and then we'll send out the webinar for next month. We don't know what we're going to present on yet.
Ferdie Bester: Thank you, everybody.
Mauritz Gilfillan: Thanks everyone.
Ferdie Bester: Thanks a all right, bye.
Dene Van Deventer: Okay, thank you.
Meeting ended after 01:22:07 👋
Jun 21, 2023
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