Upload
demandbase
View
126
Download
2
Tags:
Embed Size (px)
Citation preview
Increase Marketing Effectiveness and ROI with Big Data
#B2BSummit
April 29-30, 2015 | AT&T Park, San Francisco, CA
CALEB WHITMORE FOUNDER & CHAIRMAN, ANALYTICS PROS
@CalebWhitmore of @AnalyticsPros
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 2
Truth In Data
“Data Is Never Going To Be
Perfect, But It Might Be
True”
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 3
The Purpose of Data
Know Your Customer
Understand Them Better
Serve Them Better
Grow Your Business
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 4
For use with full-screen images or diagrams that look good on blue
DAWN OF
CIVILIZATION
TO 2003
EVERY
TWO
DAYS
“EVERY TWO DAYS NOW WE CREATE AS MUCH INFORMATION AS WE
DID FROM THE DAWN OF CIVILIZATION UP UNTIL 2003”
Eric Schmidt, Google - 2010
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 5
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. 8
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
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 9
Marketing Nirvana
Direct Selling In-Store
TV Outdoor
Sponsor Direct Mail
Print Trade Show
Radio
Traditional Channels
Display
Social
Mobile Apps
Direct
Search Non-Branded
Search Branded
Digital Channels
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 10
I BELIEVE MARKETING NEEDS
A NEW SET OF METRICS
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 11
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
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 12
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
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 13
Traditional Conversion Channels
Session based
Single or multiple outcome goals
Summed conversion rate
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 14
User-level Conversion Channels
Contribution, regardless of session
Single or multiple outcome goals
Notice example: Paid Search went up by 217 conversions
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 15
User-level Conversion Channels
View across
sessions and
channels
Still single or
multiple outcome goals
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 16
Sessions
Converting Sessions
Users
Converting Users
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 18
Users to Audiences: Revenue
What % of your
marketing is
reaching your
target audience
by identified
revenue range?
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 19
Users to Audiences: Industry
What % of your
marketing is
reaching your
target audience
by identified
industry?
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 20
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?
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 22
Find Your Audience, Re-Engage Them
Everyone
All Users
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 23
Find Your Audience, Re-Engage Them
Everyone +
A Marketing Channel
All Users
Paid Search
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 24
Find Your Audience, Re-Engage Them
Everyone +
A Marketing Channel +
Audience Criteria
All Users
Paid Search
Revenue Range
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 25
Find Your Audience, Re-Engage Them
Everyone +
A Marketing Channel +
Audience Criteria +
Behavior Criteria
All Users
Paid Search
Revenue Range
Engaged w/Content
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 26
Find Your Audience, Re-Engage Them
Everyone +
A Marketing Channel +
Audience Criteria +
Behavior Criteria +
Negative Behavior
All Users
Paid Search
Revenue Range Engaged w/Content
Did NOT convert… yet
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 30
RESULTS
-44% increase in captured users
-48% decrease in cost per captured user
©2014 Copyright Demandbase, Inc.
Demandbase Confidential. 33
What’s Next?
Digital Platforms
Customer Data
Physical
Digital Analytics
Analysis & Insights