5 Ways Centralizing Your Data Will Change Your Business

transcript

August 3, 2015

Presented by

— This webinar will be recorded

— We will take questions at the end

Welcome & Webinar Overview

Zach TaylorProduct Marketing Manager

Colin ZimaLooker Chief Analytics Officer

Meet our presenters

And so begins...

Facebook ad(Facebook)

Email (Marketo)

Visit the site(Google Analytics)

Make a purchase(MySQL)

File a ticket (Zendesk)

Share with friends(Twitter)

Track usage(Event data)

Sign up (Salesforce)

An epic journey

5 Reasons to Centralize

11 Bringing the Context

2 Going One Level Deeper

3 Building the Total Picture

4 Owning Your Data

5 Getting Data to Everyone

4 Owning Your Data

Are our ad campaigns delivering high value users? Requires joining Marketo data with transactional data

Knowledge Requires Context

How engaged are our biggest customers with our product? Requires joining Salesforce data with event data from our application

thredUP

$35 $80

Uber & Starwood

Zach went to NYC Zach goes out Zach works in West Village

They can do better...

Much better

Who are our most valuable users?

Finding Global Maxima

Where is the greatest amount of friction between first touch and first purchase?

4 Owning Your Data

Getting Deeper

Identifying most influential usersby number of referrals

Finding highest value influencersby future value of their referrals

Counting support tickets Counting support tickets indexed to transaction location and product

Qualitatively measuring pipeline health Tying Salesforce data to event datato understand trial health in real-time

The Old Way The Centralized Way

HotelTonight Buyer Experience

Hotel Issues

West Side 200

East Village 50

Financial District 4

Bed & Breakfast 1

We Can Do Better

HotelTonight Buyer Experience

Hotel Issues

West Side 200

East Village 50

Financial District 4

Bed & Breakfast 1

Hotel Issues Bookings Rate

Bed & Breakfast 1 100 1%

East Village 50 10,000 0.5%

West Side 200 100,000 0.2%

Financial District 4 4,000 0.1%

Kiva’s Best Marketing Campaign

Original data set

Kiva’s Best Marketing Campaign

Original data setCrucial missing info (10% vs 80% re-lend)

4 Owning Your Data

Looker’s Data Pipeline

What Does It Mean

Marketing

Docs and Forum

ProductUsage

Customer Support

Engineering

Web Traffic

So What?

Trial health scores by sales rep, faceted by different attributes

EmailSupportProduct ProductWebCRM Product

More Centralized Data

CRM CRM Support Support Engineering Engineering

4 Owning Your Data

Do You Own Your Data?

Saas has been revolutionary, but the lock-in is real.

Switching Costs Are Real

The global market for software-as-a-service has nearly tripled in the last 5 years, and continues to grow at almost 20% per year (Gartner)

80% of business in the US use at least one SaaS provider and 50% use 3 or more (Aberdeen)

89% of customer have switched providers once or twice in the last year. (NewVoice)

Treat Your Data as an Asset

• Avoid provider lock-in•Segment is a nice solution that offers seamless switching between event collection services

• Quickly map messy data to keep the business moving

• Give yourself the flexibility to go beyond your provider•If you need to go beyond vanilla analysis, get your data into a centralized warehouse

Breaking Out From Your Provider

Out of the Box

Breaking Out From Your Provider

When you own the data

4 Owning Your Data

Bring the data to the business user

• Push the ability to answer complex questions to the business user

• Use a mapping layer to integrate data

• Give business users a cross-functional view of the business

Static Report < Dynamic Report < Data Exploration

Shared View

CRM CRM Support Support Engineering Engineering

More context to more people

1. Understand users and their decisions2. Go deeper and customize3. Get the full picture4. Own your own data5. Work together around a shared view

Thank you@lookerdata

colin@looker.comzach@looker.com

5 Ways Centralizing Your Data Will Change Your Business

Software