Frakture 4 fold webinar presentation 2015-04_23

Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import Marketing Consultants Node.js Touch Mobile Cloud Marketing Math

Regression Analyze Testing Message Production Actionable Insight Analytics 2.0 Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO

Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed

Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import Marketing Consultants Node.js Touch Mobile Cloud Marketing Math

Regression Analyze Testing Message Production Actionable Insight Analytics 2.0 Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed

Agenda

Agenda

* Intro/logistics/waiting for slackers

Agenda


* Uhh….. why data?

Agenda



* How donors and consumers think (short version)

Agenda




* Exactly how screwed are we?

Agenda





* The Four-fold path to Data Nirvana

Agenda





* The Four-fold path to Data Nirvana

* Oh, and Bots

Data on People Matters

Standing OUT


Standing OUTIncreasing Revenue & Actions


Standing OUTIncreasing Revenue & ActionsReducing Cost




demands knowledge of audience:



Mediums




MediumsOffer




MediumsOffer

Value proposition


Consumer Decision Cycle

Knowing what a person thinks and believes should drive how you

engage them.



engage them.


Unaware


engage them.


Unaware

Aware


engage them.


Unaware

Aware

Considering


engage them.


Unaware

Aware

Considering

Decision

How Do We Know … DATA!O

bjec

tive

Psyc

holo

gica

l

General Class Behavior Specific

How Do We Know … DATA!

GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster

Obj

ectiv

ePs

ycho

logi

cal




Personality TypeLifestylePsychographic CategoryValue Category

Obj

ectiv

ePs

ycho

logi

cal




DonatesAttendsActsRefersShares / CommentsOpens


Obj

ectiv

ePs

ycho

logi

cal




DonatesAttendsActsRefersShares / CommentsOpens


Survey OpinionsAttitudesBeliefsChange of Life StageDecision Stage

Obj

ectiv

ePs

ycho

logi

cal


65% of Organizations say that integrating

multiple data sources is a challenge

Why can’t we do it (well) now?

DATATOO many technologies, not enough TIME

Ever increasing number of channels of communication

#1

Source: http://blog.neolane.com/conversational-marketing/big-data/

Data Integration and Analytics are Manual and Expensive

Turning insight into action

Once you HAVE good data, getting it to your organizers is HARD.

2018 Data Analyst Shortage

#2

#3

Tools that do all three of these things well and make it simple do not exist

Good Data Analysts and Engineers are rare, and their time is EXPENSIVE

Why can’t we do it (well) now?

http://blog.neolane.com/conversational-marketing/big-data/

Sound familiar?

Sound familiar?

“Our database of record can’t do that?”

Sound familiar?


“It’s going to cost HOW MUCH to integrate?”

Sound familiar?



“We need to hire more people”

Sound familiar?




“I wish we could target …..”

Sound familiar?




“I wish we could target …..”

Other?

The Four-Fold Path to Data Nirvana

The Four-Fold Path

Create an integration ecosystem (not just point to point)

Stage #1: Integration

Deploy (and feed) a Warehouse Beast

Stage #2: Warehousing

KPI’s

Cross-channel impressions, interactions, actions

Return on Investment

Retention, time, break even and lifetime value

Stage #3: Reporting

! Retargeting

" Email

+ Google Ads

$ Facebook

240k Impressions/$1.5k

243.2k Impressions/$3k30k Impressions/$2k

72k Impressions/$.5k

ENGAGEMENT ROI REPORT Sept 1 - 31, 2014

585.2k Impressions /$7k Spent400

% IMPRESSIONS / COST BY CHANNEL & INTERACTIONS / COST BY CHANNEL

0

60k

120k

180k

240k

$1K $2K $3K

' ACTIONS / COST BY CHANNEL ( REVENUE / COST BY CHANNEL

% IMPRESSIONS / DOLLAR

' ACTIONS / DOLLAR

& INTERACTIONS / DOLLAR

( REVENUE / DOLLAR

IMP

RE

SS

ION

S

DOLLARS SPENT

Retargeting FacebookGoogle AdsEmail

INT

ER

AC

TIO

NS

DOLLARS SPENT

RE

VE

NU

E

DOLLARS SPENT

AC

TIO

NS

DOLLARS SPENT

160

8115

144

761 Actions /$7k Spent.39

2.3k Interactions/$7k Spent2.8

$25.9k Revenue /$7k Spent$12.51

! Retargeting

" Email

+ Google Ads

$ Facebook

200 Interactions/$1.5k

523 Interactions/$3k


1132 Interactions/$.5k

.13

.17

.212.3

! Retargeting

" Email

+ Google Ads

$ Facebook

103 Actions/$1.5k

451 Actions/$3k

157 Actions/$2k

50 Actions/$.5k

.07

.15

.08

.1

! Retargeting

" Email

+ Google Ads

$ Facebook

$8.5k Revenue/$1.5k$12.4k Revenue/$3k$5k Revenue/$2k

$100 Revenue/$.5k

$5.69$4.12$2.50$ .20




0

300

600

900

1200

$1K $2K $3K

0

125

250

375

500

$1K $2K $3K

0

$3.1k

$6.2k

$9.3k

$12.4k

$1K $2K $3K

Create targeting segments for all your communication channels

Stage #4: Empowerment

Stage #4 (bonus!) >

Freedom to Experiment & Innovate

You may need some help: Bots! >

Routing data and feeding the Beast

The result? Better engagement >

When smart Bots work with smart people to solve the hard problems, you’re freed up to do creatively engage your audience in a way that robots can’t… Authentically.

Turn your IT and Marketing teams from a team of 5 to a team of 50

Use the time-savings to make your data

actionable

Close the loop between analytics, campaign

production and delivery

www.frakture.com [email protected]

twitter.com/fraktureinc

http://www.frakture.com

mailto:[email protected]?subject=Frakture

http://www.twitter.com/fraktureinc

Data management >

Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute.

Move on from mayhem and chaos

Data management >

Tip #5: Be strategic about the questions you want your data to

answer.

Solving the integration crisis > Tip #4: Design so smart people do

smarter things

Data management >

Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute.

To order and understanding

15DM1XXLV 15ONGXXLO 15DM3XXLV

…. …. ….

Once your data is integrated >

! Retargeting

" Email

+ Google Ads

$ Facebook







0

60k

120k

180k

240k

$1K $2K $3K

ACTIONS / COST BY CHANNEL REVENUE / COST BY CHANNEL


' ACTIONS / DOLLAR


( REVENUE / DOLLAR

IMP

RE

SS

ION

S

DOLLARS SPENT


INT

ER

AC

TIO

NS

DOLLARS SPENT

160

8115

144




! Retargeting

" Email

+ Google Ads

$ Facebook





.13

.17

.212.3

! Retargeting

" Email

+ Google Ads

$ Facebook

103 Actions/$1.5k

451 Actions/$3k

157 Actions/$2k

50 Actions/$.5k

.07

.15

.08

.1

! Retargeting

" Email

+ Google Ads

$ Facebook


$100 Revenue/$.5k

$5.69$4.12$2.50$ .20


0

300

600

900

1200

$1K $2K $3K

Get the reporting you need.

Engagement reports

Cross-channel ROI

! Retargeting

" Email

+ Google Ads

$ Facebook







0

60k

120k

180k

240k

$1K $2K $3K


' ACTIONS / DOLLAR


( REVENUE / DOLLAR

IMP

RE

SS

ION

S

DOLLARS SPENT


INT

ER

AC

TIO

NS

DOLLARS SPENT

160

8115

144




! Retargeting

" Email

+ Google Ads

$ Facebook





.13

.17

.212.3

! Retargeting

" Email

+ Google Ads

$ Facebook

103 Actions/$1.5k

451 Actions/$3k

157 Actions/$2k

50 Actions/$.5k

.07

.15

.08

.1

! Retargeting

" Email

+ Google Ads

$ Facebook


$100 Revenue/$.5k

$5.69$4.12$2.50$ .20


0

300

600

900

1200

$1K $2K $3K

Segment performance…

And data where you need it

Raw Data FeedGet nightly dumps of all transactions across all channels: cleaned; id’d, and attributed.

Multiple FormatsExport all statistics and messages to spreadsheets, for your own projects

Targeting GroupsCreate segments in your CRM, email system, online ad system, etc. based on cross-channel information.

Unique ID’sEstablish unique ID’s across all your different databases

Frakture 4 fold webinar presentation 2015-04_23

Software

Transcript of Frakture 4 fold webinar presentation 2015-04_23