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How
Wor
kday
wen
t fr
om
Goo
d… to
Gre
at!
Win
ning
with
Big
Dat
a
Pac
e of
cha
nge…
+C
ompa
nies
Larg
e an
d sm
all…
+In
dust
ries:
Old
& y
oung
+C
usto
mer
s:
b2b
or b
2c, m
ale
or fe
mal
e,
rich
or p
oor…
+C
ontin
ue to
evo
lve
quic
kly…
and
…
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//
Why
Big
Dat
a, W
hy n
ow?
Gre
ate
st C
om
pany A
sset
“C
ust
om
er R
elationsh
ip”
Notpro
duct
, notIP
, notbra
nd.
Data
bec
om
es
Intr
oduct
ion, e
nable
r and insi
ght
Cust
om
er R
elationsh
ips
Tha
d K
ahlo
wI’m
+C
EO
Bus
ines
sOnl
ine
+12
yea
rs D
igita
l Mar
ketin
g
+F
ortu
nate
to w
ork
with
so
me
incr
edib
le b
rand
s
+B
2B M
agaz
ine
Inte
ract
ive
Age
ncy
year
+To
p A
genc
y: 2
008,
200
9, 2
010
@T
ka
hlo
w
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//
+G
M, +
100
year
s
+19
99 la
rges
t mar
ket c
ap U
S>
$50
B &
sto
ck @
$100
+<
10
year
s… b
ankr
uptc
y
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//
Dig
ress
…A
llow
me
to
+<
7 Y
EA
RS
+M
AR
KE
T C
AP
> $
80B
+2x
+ M
arke
t cap
of G
M in
less
ON
E d
ecad
e…
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//
Bre
adth
…In
the
sam
e
CE
Os
oper
ate
in a
sub
stan
tially
mor
e “v
olat
ile, u
ncer
tain
and
com
plex
wor
ld”
-IB
M S
tudy
, fa
ce-t
o-fa
ce c
onve
rsat
ions
with
mor
e th
an 1
,500
CE
O’s
wor
ldw
ide.
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//
CE
O: N
ew n
orm
al
+A
dopt
new
cha
nnel
s to
eng
age
& s
tay
conn
ecte
d w
ith c
usto
mer
s.
+D
raw
mor
e in
sigh
t fro
m d
ata…
mak
e cu
stom
er
intim
acy
prio
rity
#1“7
8%
CE
Os
be
lie
ve
#1
go
al
is t
o
ge
t cl
ose
r to
cu
sto
me
r”
-IB
M S
tudy
, fa
ce-t
o-fa
ce c
onve
rsat
ions
with
mor
e th
an 1
,500
CE
O’s
wor
ldw
ide.
By…
Re-
Inve
nt C
usto
mer
Rel
atio
nshi
ps:
CE
OS
olut
ion
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CM
Os…
“In
crea
sing
leve
ls o
f com
plex
ityov
er th
e ne
xt
five
year
s in
how
we
mar
ket p
rodu
cts
and
serv
ices
”
-IB
M S
tudy
, fa
ce-t
o-fa
ce c
onve
rsat
ions
with
mor
e th
an 1
,700
CM
O’s
wor
ldw
ide.
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//
CM
O: N
ew n
orm
al
Del
iver
Val
ue to
Em
pow
er C
usto
mer
s
+D
igita
l rev
olut
ion-
fore
ver
chan
ged
bala
nce
of p
ower
be
twee
n in
divi
dual
&
inst
itutio
n
Fos
ter
Last
ing
Con
nect
ions
+C
ultiv
ate
mea
ning
ful r
elat
ions
hips
…th
roug
hout
ent
ire li
fe c
ycle
Cap
ture
Val
ue, M
easu
re R
esul
ts
+Q
uant
ify, a
naly
ze
and
just
ifyth
e fin
anci
al r
esul
ts
of m
arke
ting
initi
ativ
es
CM
OS
olut
ion
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Sim
plify
ple
ase
…
Why B
ig D
ata
?
Why n
ow
?
Bec
ause
…
4. D
ata
beco
mes
th
e “in
trod
uctio
n,
enab
ler
& in
sigh
t”in
to th
ose
rela
tions
hips
1. C
usto
mer
s ha
ve c
ontr
ol &
fu
ndam
enta
ls h
ave
chan
ged…
2. B
arrie
rs to
ent
ry a
re m
inim
al,
com
petit
ion
can
ente
r an
d w
in q
uick
ly…
3. C
usto
mer
Rel
atio
nshi
ps
beco
me
your
larg
est a
sset
“Com
panie
s th
at le
ver
age
data
to h
ave
one-
to-o
ne
conver
sations
with c
ust
om
ers
at sc
ale
… w
ill w
in.”
-Jo
hn B
atte
lle F
eder
ated
Med
ia
Ho
w W
ork
da
y w
en
t fr
om
Go
od
to
Gre
at:
Win
nin
g b
ig w
ith
“b
ig d
ata
”
-To
p 5
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Cha
lleng
e
Wor
kday
+B
2B le
adin
g H
R a
nd f
inan
cial
s so
ftwar
e co
mpa
ny
+C
ompl
ex a
nd lo
ng s
ales
cyc
le w
ith
+m
ultip
le d
ecis
ion
mak
ing
role
s: C
EO
, CIO
, CF
O, C
HR
O+
Fou
nded
in 2
005
with
mor
e th
an 6
50 e
mpl
oyee
s an
d 20
0 cu
stom
ers
+C
ompe
titor
s: T
aleo
, Suc
essF
acto
rs, L
awso
n an
d O
racl
eC
ompl
exity
of B
2B S
ales
Cyc
le+
Leng
th:
1 M
onth
–5
Year
s+
Rol
es: 1
>10
+R
esea
rch
to p
urch
ase
cycl
e: “
lots
of t
ouch
poi
nts”
+C
hann
els
& M
edia
+C
onte
nt &
Cam
paig
nsD
esire
d O
utco
me
+Im
prov
e D
igita
l and
Mar
ketin
g P
erfo
rman
ce+
Clo
se th
e lo
op: l
ead
to s
ale
+C
lose
mor
e bu
sine
ss fa
ster
+M
easu
re a
nd im
prov
e R
OI
B2B
(W
orkd
ay)
Cha
lleng
eM
arke
ters
prim
ary
Pro
gram
s th
at
effic
ient
ly a
nd
effe
ctiv
ely
gene
rate
lead
s th
at tu
rn in
to
sale
s…
yet
Maj
ority
of
mar
kete
rs d
o no
t kn
ow w
hich
pr
ogra
ms
prod
uce
the
lead
s th
at tu
rn
into
sal
es.
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Dat
a F
ram
ewor
kS
trat
egy
star
ts w
/ Dat
a
Cus
tom
er
Jour
ney
Val
idat
ed S
core
Attr
ibut
e
Per
sona
lize
Clo
se th
e Lo
op
Clo
se th
e Lo
op
Attr
ibut
eS
ucce
ss
Driv
eB
usin
ess
Out
com
es
Mor
e E
ffect
ive
Sal
es
Sta
rt w
ith C
losi
ng the
Loop
App
roac
h to
mea
sure
men
tC
omm
on
Aw
aren
ess
Eng
agem
ent
Con
vers
ion
SA
LE
Aw
are
ne
ss:
PP
C ,
SE
O,
Dis
pla
y, S
oci
al,
Em
ail
…
Usa
ge
En
ga
ge
me
nt:
Bo
un
ce,
Pa
ge
Vie
ws,
Vis
its,
Fre
qu
en
cy
Co
nte
nt
En
ga
ge
me
nt:
Ne
wsl
ett
ers
, B
log
s, V
ide
os,
We
bca
sts,
pro
du
ct p
ag
es
Co
nv
ers
ion
:
Re
qu
est
a q
uo
te,
con
tact
, d
ea
ler
loca
tor,
init
iate
d l
ea
d,
com
ple
ted
le
ad
,
reg
istr
ati
on
, #
80
0
Me
asu
red
in i
sola
tio
n:
-S
ing
le C
ha
nn
el t
o L
ea
d :
CP
L
-S
ilo E
ng
ag
em
en
t: A
vg p
ag
e v
iew
s
Clo
sed
loop
mea
sure
men
tId
eally
Aw
aren
ess
Eng
agem
ent
Con
vers
ion
SA
LE
Aw
are
ne
ss:
PP
C ,
SE
O,
Dis
pla
y, S
oci
al,
Em
ail
…
Usa
ge
En
ga
ge
me
nt:
Bo
un
ce,
Pa
ge
Vie
ws,
Vis
its,
Fre
qu
en
cy
Co
nte
nt
En
ga
ge
me
nt:
Ne
wsl
ett
ers
, B
log
s, V
ide
os,
We
bca
sts,
pro
du
ct p
ag
es
Co
nv
ers
ion
:
Re
qu
est
a q
uo
te,
con
tact
, d
ea
ler
loca
tor,
init
iate
d l
ea
d,
com
ple
ted
le
ad
,
reg
istr
ati
on
, #
80
0
Co
mp
lete
Me
asu
rem
en
t:+
Co
st p
er
Sa
le
+M
ark
eti
ng
/Pro
gra
m R
OI
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“The
” C
usto
mer
Jou
rney
/Loo
pD
on’t
For
get
Non
-line
arR
ecip
roci
ty
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Tech
nica
lly-
How
to c
lose
the
Loop
?C
olle
ct &
Con
nect
http
://w
ww
.bus
ines
sol.c
om/b
log_
post
s/cl
ose-
loop
-par
t-1/
Mar
ketin
g P
rogr
ams
Ana
lytic
s To
ols
Web
Sea
rch,
Soc
ial
Em
ail
AP
I or
Dire
ct C
all>
Bus
ines
s To
ols
CR
MM
ktg
Aut
omat
ion
Cal
l Cen
ter
< A
PI o
r D
irect
Cal
l
Dat
aW
areh
ouse
(ET
L)
Mul
ti-S
ourc
e A
naly
sis
Tool
(s)
Use closed loop insights to optimize
Clo
sed the
loop, nex
t?
What’s
Happen
ing?
Why it’s
Happen
ing?
What to
do a
bout it?
Att
ribute
Succ
ess
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Attr
ibut
ion
mod
els
For
rest
er
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Attr
ibut
ion
Wha
t & w
hy
SA
LE
D
F
G
2
5
III
1.
Tra
ck S
ucc
ess
@
the
Cu
sto
me
r Le
vel
2.
An
aly
zew
ha
t
cha
nn
els
, co
nte
nt
an
d c
am
pa
ign
s
de
live
red
su
cce
ss
3.
Co
nn
ect
to
Sa
le
4.
Me
asu
re P
rog
ram
RO
I
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Last
Clic
k C
hann
el to
Lea
dC
hann
el A
ttrib
utio
n
+La
st c
lick,
sin
gle
chan
nel t
o le
ad m
easu
rem
ent (
booo
)
+S
M =
3.3
% c
onve
rsio
n, d
ecen
t not
gre
at
+T
ime
to d
ig a
bit
deep
er…
3.3%
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Life
of t
he v
isito
rC
hann
el to
Lea
d
+S
ingl
e ch
anne
l + li
fe o
f vis
itor t
o le
ad
= 7
.4%
con
vers
ion
(dou
ble)
+S
M is
nur
turin
g ch
anne
l, do
n’t c
onve
rt fi
rst i
nsta
nce,
but
dow
n th
e ro
ad
7.4%
LIF
E O
FV
ISIT
OR
> L
EA
D
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Attr
ibut
ion
Hol
istic
+Ta
pped
CR
M d
eter
min
e qu
ality
of l
ead
+A
naly
ze:
Cha
nnel
s +
Con
tent
Eng
agem
ent =
Qua
lity
Lead
(C
RM
)
+S
ocia
l Med
ia =
lar
gest
# o
f qua
lifie
d le
ads
+10
x m
ore
likel
y to
con
vert
whe
n to
uche
d S
M
34
%
CE
O
Blo
g
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Soc
ial F
eeds
oth
er c
hann
els
How
+D
efin
itive
flow
fr
om O
rgan
ic
bran
ded
to S
M
and
SM
to
Org
anic
+S
M is
not
ac
quiri
ng
chan
nel b
ut
supp
ortin
g ch
anne
l, nu
rtur
ing
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Cha
nnel
Pat
h A
ttrib
utio
n
+C
hann
el p
aths
, at t
he v
isito
r le
vel,
mea
sure
cha
nnel
pat
h to
lead
+O
rgan
ic n
on b
rand
into
SM
-is
the
mos
t im
port
ant c
hann
el c
ombo
+In
sigh
t: R
einv
est i
n S
EO
& S
M c
onte
nt o
ptim
izat
ion-
blog
s, 3
rdpa
rty
revi
ews,
vid
eo+
Lead
Cha
nnel
s vs
Nur
turin
g C
hann
els
+S
OU
RC
ES
for
Res
earc
h B
2B: S
earc
h m
ost l
ever
aged
, m
ost s
ough
t afte
r =
WO
M
Validate
d S
cori
ng
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+Tr
ack
at V
isito
r (a
ggre
gate
com
pany
) Le
vel:
+C
hann
el, C
ampa
ign
and
Con
tent
act
iviti
es in
to a
sin
gle
“Sco
re”
that
qua
ntifi
es b
ehav
ior.
+W
eigh
act
iviti
es+
Cor
rela
te s
ucce
ss fa
ctor
s so
vis
itors
with
the
high
est s
core
s be
com
e th
e m
ost v
alua
ble,
“re
ady
to c
onve
rt”
+O
utco
me:
Foc
us E
ffort
s+
Eva
luat
e cu
stom
er s
core
s in
rea
l tim
e,+
Per
sona
lizat
ion
& S
egm
enta
tion-
crea
te a
bet
ter
expe
rienc
e
+S
ales
Ale
rts
Val
idat
ed E
ngag
emen
t Sco
ring?
Wha
t is
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////
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////
+F
rom
Indi
vidu
al to
Com
pany
+C
ompi
le a
com
pany
sco
re b
ased
on
the
aggr
egat
e sc
ore
of th
e in
divi
dual
s in
a
com
pany
+F
rom
Noi
se to
Foc
us
+F
rom
4,0
00 le
ads
to 4
00 q
ualif
ied
lead
s
+B
ased
on
beha
vior
s (p
ast s
ucce
ss)
+
com
pany
attr
ibut
es (
size
, ver
tical
, etc
)
Com
pany
vs.
Vis
itor
B2B
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/
Our
alg
orith
m
Val
idat
ed E
ngag
emen
t Mod
el (
VE
M)
VE
M:
+M
oves
bey
ond
mea
surin
g tr
aditi
onal
cha
nnel
to le
ad m
easu
rem
ent o
r be
st g
uess
wei
ghte
d av
erag
es…
to
+A
wei
ghte
d po
ints
alg
orith
m, b
ased
on
past
suc
cess
, thr
ough
out
cust
omer
jour
ney
all t
he to
sal
e (S
F In
tegr
atio
n).
VE
M o
utpu
t:
+S
elf L
earn
ing:
pas
t suc
cess
= n
ew w
eigh
ts
+M
easu
re &
impr
ove
prog
ram
RO
I
App
roac
h to
mea
sure
men
tR
ecal
l-C
omm
on
Aw
aren
ess
Eng
agem
ent
Con
vers
ion
SA
LE
Aw
are
ne
ss:
PP
C ,
SE
O,
Dis
pla
y, S
oci
al,
Em
ail
…
Usa
ge
En
ga
ge
me
nt:
Bo
un
ce,
Pa
ge
Vie
ws,
Vis
its,
Fre
qu
en
cy
Co
nte
nt
En
ga
ge
me
nt:
Ne
wsl
ett
ers
, B
log
s, V
ide
os,
We
bca
sts,
pro
du
ct p
ag
es
Co
nv
ers
ion
:
Re
qu
est
a q
uo
te,
con
tact
, d
ea
ler
loca
tor,
init
iate
d l
ea
d,
com
ple
ted
le
ad
,
reg
istr
ati
on
, #
80
0
Me
asu
red
in i
sola
tio
n:
-S
ing
le C
ha
nn
el t
o L
ea
d :
CP
L
-S
ilo E
ng
ag
em
en
t: A
vg p
ag
e v
iew
s
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////
////
Exa
mpl
eV
EM
Sou
rce
(Aw
aren
ess)
Cha
nnel
: S
ocia
l Med
ia >
Dis
play
10%
Usa
ge (
Eng
agem
ent)
Dep
th o
f Int
erac
tion:
Pag
e vi
ews,
clic
ks, l
ogin
etc
. (>
10
clic
ks)
20%
Con
tent
(E
ngag
emen
t)P
rodu
ct P
revi
ew,
Cas
e S
tudy
, D
atas
heet
, vi
deo,
Web
inar
, w
hite
pape
r (P
rodu
ct d
emo
vide
o +
Clie
nt T
estim
onia
l CS
)30
%
Con
nect
ion
(Con
vers
ion)
Sal
es c
onta
ct r
eque
st,
part
ner
info
rmat
ion,
con
nect
s w
ith
lead
ersh
ip t
eam
, dem
o, a
ttend
s an
eve
nt40
%
10%
sour
ce
20%
usag
e
30%
40%
cont
ent
conn
ectio
n
tota
lsc
ore
////
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////
////
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////
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////
Sam
ple
repo
rt: 10
%20
%30
%40
%
Co
ok
ie =
32
15
48
97
97
97
64
13
13
12
31
54
Usa
geva
lue
Pag
e co
unt
20
Pag
e vi
ews
40
Tim
e on
site
50
Usa
ge to
tal
110
Usa
ge w
eigh
t.2
0
Usa
ge s
core
22
Rea
chva
lue
Lp c
ount
55
Lp r
ecen
t82
Cam
paig
n ad
51
Rea
ch to
tal
188
Usa
ge w
eigh
t.1
0
Usa
ge s
core
18.8
Con
nect
ion
valu
e
Con
tact
us
88
Req
uest
pri
ce78
Con
nect
ion
tota
l16
6
Usa
ge w
eigh
t.4
0
Usa
ge s
core
66.4
Con
tent
valu
e
Vid
eo50
dem
o78
Con
tent
tota
l12
8
Usa
ge w
eigh
t.3
0
Usa
ge s
core
38.4
Sco
re =
S
ou
rce
+
U
sag
e
+
Co
nte
nt
+
C
on
ne
ctio
ns
14
5.6
=
18
.8
+2
2+
38
.4
+
66
.4
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////
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////
////
/
Cle
arly
det
erm
ine
Whi
ch V
isito
r is
mor
e va
luab
le
Vis
itor
1
Re
ach
: 2
0
Usa
ge
:
40
Co
nte
nt
:60
Co
nn
ect
ion
s: 8
5
Re
ach
: 1
5
Usa
ge
: 8
5
Co
nte
nt
: 1
60
Co
nn
ect
ion
s 8
9
Sco
re :
89
Vis
itor
2
Sco
re :
250
+B
usin
ess
valu
e+
Shi
ft fr
om tr
acki
ng le
ads
per
chan
nel
+To
trac
king
true
Cam
paig
n/P
rogr
am R
OI
+B
ased
on
aggr
egat
e ro
ll up
of “
valu
able
vis
itors
/com
pani
es”
////
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////
////
////
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////
////
////
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////
////
////
////
/
Com
pare
Cam
paig
nsE
duca
tion-
“Why
Saa
S”
cam
paig
n
Sco
re :
140
Clo
ser-
“Tot
al C
ost o
f Ow
ners
hip”
cam
paig
n
Sco
re :
289
Eq
ua
l #
con
ve
rsio
ns,
-ye
t-
On
e o
utp
erf
orm
s
Now
let
s get
Per
sonal
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////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
Per
sona
lize
Cre
ate
a ta
ilore
d ex
perie
nce
+S
erve
the
Rig
ht :
Exp
erie
nce,
Mes
sage
, Con
tent
+To
the
Rig
ht P
erso
n +
In th
e R
ight
: Rol
e, &
Indu
stry
+A
t the
Rig
ht ti
me
+O
n th
e rig
ht d
evic
e+
Bas
ed o
n pa
st s
ucce
ss (V
alid
ated
)
Gen
eral
exp
erie
nce
Per
sona
l exp
erie
nce
Con
vert
Incr
ease
sal
es
SA
LE
////
////
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////
////
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////
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////
////
////
1stV
isit
to s
ite2st
Vis
it to
site
3rdV
isit
to s
ite
Coo
kie
ID 1
2345
Coo
kie
ID 1
2345
Coo
kie
ID 1
2345
Sco
re 2
3S
core
40
Sco
re 6
7
Jam
es S
mith
Ano
nym
ous
scor
e ba
sed
on b
ehav
iora
l dat
a su
ch a
s :
-P
agev
iew
s-
Sea
rch
term
s-
Tim
e on
site
-R
efer
ring
key
wor
d-
Cam
paig
n Ty
pe-F
requ
ency
Kno
wn
user
sco
re b
ased
on
prio
r hi
stor
y, n
ew b
ehav
ior
, plu
s pr
ofile
dat
a:
-P
agev
iew
s-
Sea
rch
term
s-
Seg
men
t-
Titl
e-
Per
sona
Firs
t -T
urn
indi
vidu
al u
nkno
wn
visi
tor
into
a
Kno
wn
visi
tor
(look
bac
k)
All
anon
ymou
s br
owsi
ng d
ata
is m
appe
d ba
ck to
the
cont
act l
evel
////
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////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
+B
2B s
ales
cyc
le+
Man
y pr
ospe
cts
from
a s
ingl
e co
mpa
ny r
esea
rch
+ye
t in
diff
eren
t BU
s, o
r de
part
men
ts
+S
mal
l % b
ecom
e kn
own:
fill
out a
form
, cal
l you
-se
lf id
entif
y
+T
urn
unkn
own
visi
tors
into
kno
wn
visi
tors
in a
spe
cific
com
pany
Go
from
unk
now
n to
Kno
wn
Com
pani
es
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////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
+E
mai
l dom
ain
(ex:
Dem
andb
ase)
+F
orm
fiel
d w
ith a
com
pany
spe
cific
atio
n +
IP lo
ok u
p (D
eman
dbas
e)+
Ref
errin
g D
omai
n (e
x: D
eman
dbas
e)
+C
onne
ct a
nd C
orre
late
How
?
Kno
wn
Com
pany
vis
itors
////
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////
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////
////
////
////
////
////
////
////
////
////
////
////
////
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////
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////
////
////
////
////
////
////
////
////
////
Exa
mpl
e
Indi
vidu
al v
s. C
ompa
ny
7 vi
sito
rs v
s. 1
73 v
isito
rs=
+17
,200
%
For
all
Mar
kete
rs-
give
us
our
true
cre
dit”
////
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////
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////
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////
Fin
ally
Per
sona
lize
the
cust
omer
jour
ney
“Am
azon
for
B2B
”
+S
omeo
ne in
you
r ve
rtic
al
+S
omeo
ne in
you
r ro
le
+A
t thi
s st
age
of r
esea
rch
+Lo
okin
g fo
r to
sol
ve th
is p
robl
em
+H
as fo
und
this
pie
ce o
f inf
orm
atio
n va
luab
le
Tact
ical Per
sonaliza
tion &
Seg
men
tation E
xam
ple
s
Del
iver
Tar
gete
d C
onte
nt, a
t the
Rig
ht T
ime
Web
Vis
itor
69
.38
.20
9.3
0
Ado
be T
arge
ts th
e V
ertic
als
–S
ame
Con
tent
!
50
Indu
stry
Lev
el P
erso
naliz
atio
n
•35
% L
ift
in P
DF
an
d P
lay
De
mo
Cli
cks
•83
% L
ift
in V
isit
ors
na
viga
tin
g t
o t
he
Pro
du
ct P
ag
es
Rea
l Tim
e Id
entif
icat
ion
For
ms
Sol
utio
n
+P
robl
em+
Rem
ovin
g th
e fr
ictio
n w
ith lo
ng fo
rms,
with
out
losi
ng d
ata
+S
olut
ion:
RT
ID-F
OR
MS
+R
eal T
ime
Iden
tific
atio
n F
orm
s so
lutio
n ac
cele
rate
s th
e en
gage
men
t an
d fo
rm c
ompl
etio
n pr
oces
s th
roug
h sh
orte
ning
for
ms.
+F
orm
com
plet
ion
resu
lts in
incr
ease
d le
ads,
str
onge
r da
ta, a
nd m
ore
effe
ctiv
e m
arke
ting
prog
ram
s, r
esul
ting
in in
crea
sed
reve
nue.
+P
illar
s+
Incr
ease
con
vers
ions
+S
tand
ardi
ze a
nd v
alid
ate
data
+Im
prov
e vi
sito
r ex
perie
nce
Opt
imiz
e Yo
ur F
orm
s an
d S
tren
gthe
n Yo
ur D
atab
ase
$35,
622,
000,
000
Sof
twar
e an
d T
echn
olog
y
105,
000
500
Ora
cle
Par
kway
Red
woo
d S
hore
s
CA
9406
5
Ent
erpr
ise
Ste
vens
js@
orac
le.c
om
John
Ora
|
Mgr
Cre
ate
Sale
s Eff
ectiven
ess
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////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
Effe
ctiv
enes
sS
ales
+G
ive
sale
s th
e rig
ht
info
rmat
ion
to c
lose
m
ore
busi
ness
in le
ss
time
+S
ales
ale
rts
+P
redi
ct w
ho w
ill b
uy
in th
e fu
ture
+va
lidat
ed
enga
gem
ent
scor
ing
+
Est
ablis
hes
pred
icta
ble,
effi
cien
t sal
es p
ath
that
ta
kes
less
tim
eSA
LE
////
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////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
Pre
dict
ive
Mod
elin
gF
utur
e…
In S
um
////
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////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
////
Dat
a F
ram
ewor
kR
emem
ber
the
Cus
tom
er
Jour
ney
Val
idat
ed S
core
Attr
ibut
e
Per
sona
lize
Clo
se th
e Lo
op
Clo
se th
e Lo
op
Attr
ibut
eS
ucce
ss
Driv
eB
usin
ess
Out
com
es
Mor
e E
ffect
ive
Sal
es
Sol
utio
nM
arke
ters
Cre
ate
prog
ram
s th
at
effic
ient
ly a
nd
effe
ctiv
ely
gene
rate
lead
s th
at tu
rn in
to
sale
s…
whe
n
Mar
kete
rs
KN
OW
whi
ch p
rogr
ams
prod
uce
the
lead
s th
at tu
rn
into
sal
es.
33%
cost
s
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////
////
////
////
////
////
////
////
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////
////
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////
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////
////
////
////
For
DM
A p
artic
ipan
ts
+C
ard,
or
emai
l: th
ad.k
ahlo
w@
busi
ness
ol.c
om
Tha
nk Y
ou!
@tk
ahlo
w
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