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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2012 = 2.7zb 2014 = 3.5zb

Gen. Keith Alexander, former Director, NSA


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Big Data, Anyone?


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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

Email

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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ANALYZE THIS


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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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KEYWORDS AND CONVERSIONS ARE DEAD


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Find Your Audience, Re-Engage Them

Everyone

All Users


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Everyone + A Marketing Channel

All Users

Paid Search


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Everyone + A Marketing Channel + Audience Criteria

All Users

Paid Search

Revenue Range


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Everyone + A Marketing Channel + Audience Criteria + Behavior Criteria

All Users

Paid Search

Revenue Range

Engaged w/Conte

nt


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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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Examples

a


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Examples

a


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Examples

a


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RESULTS-44% increase in captured users-48% decrease in cost per captured user


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BACK TO THE BEGINNING


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It Starts With Great Data


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What’s Next?

Digital Platforms

Customer Data

Physical

Digital Analytics

Analysis & Insights

QUESTIONS & ANSWERS

#B2BSummitApril 29-30, 2015 | AT&T Park, San Francisco, CA

CALEB WHITMOREFOUNDER & CHAIRMAN, ANALYTICS PROS@CalebWhitmore of @AnalyticsPros

Documents

Increase Marketing Effectiveness and ROI with Big Data