MarTech Europe 2016
People: The Most Important Martech Integration

Sophie Wooller, Consultancy Lead, iProspect
Brian Harte, Head of Customer Engagement and e-marketing, Tourism Ireland


Marketing technology is amazing. But with all of this technology, the data, people and processes need to be in place for martech to be truly effective. This talk will focus on the "do's" and "don'ts" for organisations embarking on martech change management using Tourism Ireland as a case study. Sophie will offer complementary viewpoints of the change process: that of an internal stakeholder and an external advisor. She will talk through the collaborative process that took the Tourism Ireland organisation on the journey, the recommended tech changes and the approach to defining new roles and responsibilities to support this in the context of a broader organisational change.

Attend this session and you will learn:

- How consultants typically approach change (in the context of martech);
- Tourism Ireland's approach to change management; 
- Top 3 dos and don'ts to approaching martech change.