Tableau Conference 2014: How One Agency Evolved from Vendor to Strategic Partner

Presented by:

Andrew LucyszynVP, Digital, SIGMA Marketing Insights

How One Agency Evolved from Vendor to Strategic Partner

Andrew LucyszynVP, Digital

SIGMA Marketing Insights

SIGMA Marketing InsightsWe empower our clients to make smarter decisions using data, analytics and technology.

HQ in Rochester, NYEstablished in 1985Employees: 65www.sigmamarketing.com

Analytics: Strategic profiling, predictive modeling, customer segmentation, digital analytics

Technology: Marketing systems integration and data hygiene

Strategy: Insights into action; multichannel campaign execution

Who We Work For & What We Do

YOUR LOGO HERE!

The Pressure is On Our Clients (and Us)

• Our clients must deliver results: Acquisition, Retention, Growth.

• Increased need for more accountability in marketing budgets.

• Demand for more relevance, higher standards of access, information and service.

• Silos of data continue to create confusion and frustration.

• New channels and technology require new expertise.

• There’s too much of it, and it’s flying in from everywhere.

The Trouble with Data

Customers Campaign Touchpoints

Prospects Campaign Responses

Sales Transactions Customer Satisfaction

Support Interactions Competitive Intelligence

Web & Mobile Activities Social Activities

• None of it is connected. • Forget the “360-degree view of the customer.” Most days,

you’re lucky to get 45 degrees.

The Trouble with Data

360-Degree View of the Customer

What We Know on a Good Day

• You can’t trust that your data is any good.

• Data in silos implies that it’s at least usable, but you suspect your data is more like a stack of petrie dishes -- each with life of its own and filled with dirt and bacteria.

• And probably plague.

The Trouble with Data

• You can’t access it anyway.

• Even if the data was trustworthy and usable, most marketers still can’t get to it without a search warrant or a teenage hacker.

The Trouble with Data

The Trouble with Data• There’s not enough of the good stuff:

– Data that’s actionable– Data that works– Data that’s trustworthy– Data that’s relevant– Data that’s accessible

• Data that helps drive growth and innovation

• Iterative integration of multiple data sources

• CLEAN DATA!

• Analytics strategies that can power marketing and innovation, such as predictive modeling and segmentation scores and scenarios.

• SMART DATA!

Enter SIGMA!

And Then We’d Deliver…

Things shorter than this presentation: • Wagner’s Ring Cycle• Binging every episode of The Simpsons• The Mesozoic Era

The Way We Were- Misty watercolor memories of

The Way We Were

• Exhaustive data discovery processes.

– Even with automated processes and reports, effective data discovery took FOREVER and incorporated a range of tools.

The Way We Were

• The static view of the world.

– Analysis usually wasn’t made to replicated.

– Customers never changed or evolved.

– Analytics findings couldn’t quickly reflect changes in customer or segment behavior.

The Way We Were

• Underwhelming reporting, and presentations that were dead on arrival.– Inflexible online tools that were difficult to manage and use– Massive spreadsheets that didn’t deliver insights– Enormous PowerPoint decks that buried the best, most actionable customer insights.

(Like this one!)

Enter Tableau!!

• SIGMA had to let go of some proprietary tools and processes that were no longer a competitive advantage.

Transforming a Culture

Actual SIGMA analysis, July 2012.

• Testing and tinkering in Fall 2012.

• Initial purchases of Tableau desktop software for internal analysts.

• Purchase and deployment of Tableau Server for converting our client portals to Tableau.

• Conversion of ongoing client reporting and analysis to Tableau was completed in 2013.

• Tableau reporting becomes the face of SIGMA’s flagship product, mi-Link, the marketing intelligence platform.

The Tableau Journey

Insights ($$)

Prospects

3rd Party Data

Campaign Tool

Customers

Transactions

Web Behaviors

MDM

• Through Tableau, we’re able to deliver on the promise of insights:• Faster than ever• More accurately• In a more engaging manner than ever

before

• Most importantly, Tableau helps SIGMA provide marketers with access to their own data.

Faster and More Accessible

Insights ($$)

Prospects

3rd Party Data

Campaign Tool

Customers

Transactions

Web Behaviors

MDM

• Consolidated marketing intelligence reporting for critical decision making

• Cleaned, controlled, updated data feeds – with numbers everyone agrees on

• The foundation for insights that transform a business.

• Access to data energizes a marketing organization

• Reduced requests of IT resources

• All of which adds up to a trusted relationship both the agency and client can build upon.

Democratizing Marketing Data

• Admit to clients that SIGMA is evolving – and we want to take you with us.

• Where possible, demand a seat at the strategy table. • SIGMA is looking for a

strategic partnership with a client based on insights for growth and no longer wants to just provide reports.

• Be willing to invest in the relationship to upgrade processes and deploy better tools.

Evolving Relationships

• Ongoing relationships now demand a more engaging and interactive guided analytics experience.

• Raised our company’s design standards

– Tableau’s visual appeal forced us to admit that our deliverables might have to look good.

– We regularly pass client deliverables through our BI best practice team.

– We’re excited about the possibilities of Tableau 8.2 Story Points.

Raising Standards

• Far more efficient and effective “business as usual” deliverables and dramatically reduced data discovery times.

• Easy-to-use, highly interactive dashboards allow SIGMA’s data scientists to quickly create full reporting environments or stand-alone deliverables.

• Compelling visualizations and intelligent report design helps SIGMA and our clients discover new insights.

How We’re Delivering Today

Insights to Power Customer Growth

Data Integration

Analytics & Smart Data

Marketing Execution

• Tableau helps SIGMA strengthen the execution and delivery of our analytics services, but it has also helped SIGMA illuminate our strategy for the future.

• Becoming the brain that drives marketing execution, fueling customer acquisition, retention and growth.

DEMO!

Customer Reporting Suite

Thank You!For more information on analytics and technology integration solutions from SIGMA Marketing Insights, please contact:

Andrew LucyszynVP, DigitalAndrew.Lucyszyn@sigmamarketing.comwww.sigmamarketing.com585-242-4152

Questions?