🔊 RACI charts for the win

In a new article, Steve Petersen, martech practitioner at Western Governors University, shows how Scott Brinker’s typology of martech roles can be of practical use in building a martech team, defining roles and responsibilities, and refining job descriptions.

“Brinker’s framework involves two conceptual axes that lead to four types of martech roles – maestro, marketer, modeler, and maker,” Petersen writes. “It’s important to note that a specific position rarely falls neatly into one quadrant; further, due to individual circumstances, roles will have their own flavor at each organization.”

Petersen shows how to use RACI (Responsible, Accountable, Consulted, and Informed) Charts to assign duties, and how to extend Brinker’s conceptual grid by overlaying an understanding of I-shaped (specialist) and T-shaped (generalist) practitioners.

Read the article here.

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Taboola, the AI-powered discovery platform, this week announced a long-term strategic partnership with D2C-focused digital ad agency Kendago. Taboola uses machine learning to provide content recommendations on premium editorial sites, creating opportunities for brands to interact with engaged consumers. Kendago is using data from Taboola newsroom to build acquisition models for their D2C clients, and Taboola Video to engage consumers with high-profile video content.

Based on Taboola data showing over 1.5 billion page views about weight loss during the last six months, Kendago was able to support increased as spend on behalf of brands like Trim Down Club, which showed an 87% increase subscriptions after advertising with Taboola.

Why we care. Taboola presents another AI-driven take on contextual advertising, an old strategy which is being re-invented by new technologies, and which will be increasingly important in a cookie-less world.

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Oftentimes, when we visualize the perfect buyer’s journey, we’re looking at it from a marketer’s perspective, imagining what we’re trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn’t really care about your programs, your channels or what technologies you’re using, they’re just trying to get enough information to make a purchase decision.

We recently spoke to Integrate CMO Deb Wolf about the perfect buyer’s journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation, Wolf shares specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today.

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“Marketing Manager: ‘How long do you think this will take?’ My brain: Don’t do it Don’t do it Don’t do it..Me: ‘Shouldn’t take too long.’” Brendan Hufford, Director of SEO, Directive.