Increase Marketing Effectiveness and ROI with Big Data
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Transcript of Increase Marketing Effectiveness and ROI with Big Data
Increase Marketing Effectiveness and ROI with Big Data
#B2BSummitApril 29-30, 2015 | AT&T Park, San Francisco, CA
CALEB WHITMOREFOUNDER & CHAIRMAN, ANALYTICS PROS@CalebWhitmore of @AnalyticsPros
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Truth In Data
“Data Is Never Going To Be Perfect, But It Might Be True”
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The Purpose of Data
Know Your Customer Understand Them Better Serve Them Better Grow Your Business
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For use with full-screen images or diagrams that look good on blue
DAWN OF CIVILIZATION
TO 2003
EVERYTWODAYS
“EVERY TWO DAYS NOW WE CREATE AS MUCH INFORMATION AS WE DID FROM THE DAWN OF CIVILIZATION UP UNTIL 2003”
Eric Schmidt, Google - 2010
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For use with full-screen images or diagrams that look good on blue
2012 = 2.7zb 2014 = 3.5zb
Gen. Keith Alexander, former Director, NSA
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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Some Rules of Engagement
Big Data is NOT the perfect answer
Knowing “why” is much harder that knowing “what”
The “herd” matters more than the individual
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Marketing Nirvana
Direct Selling In-Store
TVOutdoor
Sponsor Direct Mail
PrintTrade Show
Radio
Traditional Channels
Display
Social
MobileApps
Direct
SearchNon-Branded
SearchBranded
Digital Channels
DATA
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I BELIEVE MARKETING NEEDS A NEW SET OF METRICS
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The Problem with Conversion Rate
Conversion Rate = [ “conversions” ] / [ sessions ]
1. What is a “conversion” anyway?
2. Sessions are a poor denominator in today’s digital world
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Four Problems With Sessions
1. Sessions are temporary, short-term
2. Sessions can be easily gamed or broken
3. Sessions don’t cross devices or span time
4. Session attribution paints an incomplete picture
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Traditional Conversion Channels
Session based
Single or multiple outcome goals
Summed conversion rate
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User-level Conversion Channels
Contribution, regardless of session
Single or multiple outcome goals
Notice example: Paid Search went up by 217 conversions
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User-level Conversion Channels
View acrosssessions and channels
Still single or multiple outcome goals
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Sessions Converting Sessions Users Converting Users
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Users to Audiences: Revenue
What % of your marketing is reaching your target audience by identified revenue range?
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Users to Audiences: Industry
What % of your marketing is reaching your target audience by identified industry?
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Users to Audiences: Company
What % of your marketing is reaching your target customers by known company name?
How Many users vs. Sessions are you reaching there?
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Find Your Audience, Re-Engage Them
Everyone
All Users
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Find Your Audience, Re-Engage Them
Everyone + A Marketing Channel
All Users
Paid Search
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Find Your Audience, Re-Engage Them
Everyone + A Marketing Channel + Audience Criteria
All Users
Paid Search
Revenue Range
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Find Your Audience, Re-Engage Them
Everyone + A Marketing Channel + Audience Criteria + Behavior Criteria
All Users
Paid Search
Revenue Range
Engaged w/Conte
nt
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Find Your Audience, Re-Engage Them
Everyone + A Marketing Channel + Audience Criteria + Behavior Criteria + Negative Behavior
All Users
Paid Search
Revenue RangeEngaged w/Content
Did NOT convert… yet
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RESULTS-44% increase in captured users-48% decrease in cost per captured user
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What’s Next?
Digital Platforms
Customer Data
Physical
Digital Analytics
Analysis & Insights