Best In Class Digital Marketing Analytics

transcript

Best Practice Session

Stephanie Burton Product Marketing Manager

Market Research Customer Feedback Product Demos Go to Market

Stephanie Burton, Product Marketing

Our Line Up For Today

▸  State of the Digital Marketing “Data Landscape”

▸  BI + Digital Marketing Data = <3 <3

▸  Industry Best Practices

▸  Success Stories

▸  Things to Consider

STATE OF THE DIGITAL “DATA LANDSCAPE”

Structured Unstructured

O P E R A T I O N A L D A T A E N T E R P R I S E “ D A R K ” D A T A

E N T E R P R I S E S A A S D A T A S O C I A L M E D I A D A T A

Archived Contacts, Web logs, Emails, Requests On-prem marketing/sales data, Location, Sensors, Excel

“Fire hose”

How many boxes are you trying to combine/analyze?

▶  1

▶  2

▶  3

▶  4

▶  None of the above :-/

Poll - Type Your Answer In The Q/A Box

Why We Need BI

Volume 144 BILLION emails are sent every day

Velocity

Brands on Facebook receive 34,722 Likes every minute of the day

Variety The average company uses 18 different marketing technologies – both

cloud based and on-prem

Why We Need BI

Expose critical KPIs & trends for predictable,

repeatable and scalable success.

12% of Data in organizations is being

used for analytics.

52% of simple BI requests take a week or

more to turn around.

NOT ENOUGH DATA CHANGES NOT FAST ENOUGH

<1/3 of complex BI requests are fulfilled within one month.

Our Data Reality… Less Than Ideal

You and your 12%.

Marketing Leaders = Innovators Big Data Adoption Curve

Innovators Media & PR -  Retail -  Leisure -  Tech

Early Adopters -  Finance -  Industrial

Early Majority -  Utility Serv. -  Public Serv.

Late Majority -  Manufacturing -  Health Care

Laggards

“The Chasm”

Seeking Competitive Advantage

BEST PRACTICES + SUCCESS STORIES

A Sample of Our Sample

For Your Customers

For Your Business

One Platform. Multiple Paths to Marketing Agility.

Consolidate all disparate marketing data within your organization.

Improve agility, deliver higher ROI.

Monetize your marketing expertise. Deliver fully branded, advanced

analytics to your customers.

Powered By GoodData

The GoodData Platform

What do you need advanced marketing analytics for?

▶  To run my business, internally

▶  To provide analytics to my customers

▶  Both

▶  Neither

Poll - Type Your Answer In The Q/A Box

5 Industry Best Practices

Capture as much (quality) data as possible

Tie everything to Revenue

Segment your audience and target your analytics

Be prescriptive

Expose benchmarks

Agency Success

▸  Monetize Expertise

▸  Add Value to Customers

▸  Competitive Advantage

▸  Seamless UI Integration

Privately Held Social Media & Shopper Marketing Agency

7 Social and shopper data sources

#1 Shortcoming stated by investors

60 Days to implement

“We struggled with this for years.”

International Marketing Agency

4 New analytic products in less than 5 months

$10M net new business

8x Cost savings vs. building in house

“ #1 reason why customers buy. ”

Business Success

▸  Consolidate Digital Data

▸  Improve Agility

▸  Deliver Higher ROI

▸  Close Revenue Loop

6 Digital data sources

30 Days to implement

0 Additional resources needed

Cyber Monday… #WINNING

David Glueck, Sr. Director of Data Science and Engineering

“Making dashboards and on-demand reports available means we get feedback more often, allowing for more informed and timely decisions.”

6 Marketing + Sales Data Sources

40 Hours saved per week

100+ Hootsuite users

Consider silos squashed.

”We've automated all the tricky details that traditionally keep people from the answers they need, and our analysts can now focus on high-impact work.”

John Schuaub, Hootsuite

MAKE IT EASY… THINGS TO CONSIDER