Kevin Dodson VP Marketing & Data

Strategy Beckon

@kevdod @BeckonInc

2015 OUTLOOK FOR MARKETING PERFORMANCE MANAGEMENT

1. The (re)Birth of a Discipline: Omnichannel Performance Management

2. Welcome, Global Marketing Performance Intelligence Teams

3. Bye-Bye, Generic BI – Hello Marketing Data Tools

4. The Marketing Tech Stack As An Ecosystem

5. RIP Single Centralized Data Warehouses

6. Global Data and Reporting Taxonomies Are The New Black

7. “The Integrated Marketing Platform”—Just Another Y2K

8. Marketing Goes Below The Waterline With Data Management

9. Long Live Data Democratization! (or Self-Serve or No-Serve)

10. Data Wonks Become Storytellers

helps brands understand and

beautifully communicate the

impact of everything that marketing does

1. The (re)Birth of a Discipline: Omnichannel Performance Management (OPM)

INSIGHT: A change in focus from channel-level MPM to a more strategic omnichannel focus. OPM will be seen as a strategic initiative foundational to the marketing function.

WHAT? OPM is the management and optimization of marketing performance at the omnichannel level •  Online & offline Spend and

Performance Data •  Business Outcomes •  Brand Equity Outcomes

The Rise of Omnichannel...

Proprietary and Confidential 5

Google Trends search volume for phrase: “omnichannel”

2011 2012 2013 2014

But why now? •  Channel tools are all “in place”

•  Retail has led the charge in online to offline

•  Specialized tools are emerging for integration •  Execution Platforms •  Marketing Middleware •  OPM tools like BECKON

Strategic vs Tactical Omnichannel Data

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Customer & Transaction Level Data Tactical

Campaign & Aggregate Level Data Strategic

1. The Birth of a Discipline: Omnichannel Performance Management (OPM)

INSIGHT: A change in focus from channel-level to a more strategic omnichannel focus. OPM will be seen as a strategic initiative foundational to the marketing function.

IMPLICATIONS: • Growing pressure on

marketers to develop the people, process, and technology for OPM •  Rapid evolution in

techniques for OPM • Omnichannel Data

Management becomes a strategic imperative

2. Welcome, Global Marketing Performance Intelligence Teams

INSIGHT: New centralized roles and teams are emerging to set standards and coordinate across all channels.

ROLES WE ARE SEEING: •  Global Head of Omnichannel •  Global K&I •  Chief Marketing Technologist •  Head of Marketing Operations •  Global Analytics & Insights •  Omnichannel Mkt Insights •  Head of Omnichannel Insights

CENTERS OF EXCELLENCE •  Omnichannel COE •  Marketing Technology COE

2. Welcome, Global Marketing Performance Intelligence Teams

INSIGHT: New centralized roles and teams are emerging to set standards and coordinate across all channels.

IMPLICATIONS: • Understand where the

responsibility lies •  Empower cross-boundary

teams •  Think: global standards

and distributed execution

3. Bye-Bye, Generic BI - Hello, Functionally-specific (Marketing) Data Tools

INSIGHT: SaaS apps purposely built for marketing data will chip away at general data/BI tools (Think: Salesforce and CRM).

WHY? •  The variety, velocity, and

volume of marketing data •  SaaS tools time to value

is much higher • Higher ROI, lower TCO •  Role of enterprise IT

evolving

INSIGHT: SaaS apps purposely built for marketing data will chip away at general data/BI tools (Think: Salesforce and CRM).

IMPLICATIONS: • Audit existing internal

marketing data projects • Conduct make vs. buy

analysis on all new internal data projects • Cultivate IT as a trusted

advisor in the selection of marketing technology

3. Bye-Bye, Generic BI - Hello, Functionally-specific (Marketing) Data Tools

4. The Marketing Tech Stack As An Ecosystem

INSIGHT: Marketers will start to view their marketing toolset as a system of complementary, overlapping technologies that work together, not as siloed assets.

WHY?: •  The omnichannel view

will quickly uncover system and data incompatibilities • OPM difficult with data

“trapped” in channel silos • Many systems have

overlapping functionality

4. The Marketing Tech Stack As An Ecosystem

INSIGHT: Marketers will start to view their marketing toolset as a system of complementary, overlapping technologies that work together, not as siloed assets.

IMPLICATIONS: • A primary requirement for

new MARTEC or ADTEC should be data availability and integration •  Increased requirements for

a centralized “traffic cop” • Move towards global

standard systems with room for local systems

5. RIP Single Centralized Data Warehouses

INSIGHT: As businesses move toward best-of-breed functionally-specific technologies in order to increase agility and performance, their interest in single centralized data repositories will also wane.

WHY?: • Marketing data is

evolving too quickly for central repositories • Movement to SaaS

applications decentralizes data •  Rise of “Marketing

Middleware” as the glue

5. RIP Single Centralized Data Warehouses

INSIGHT: As businesses move toward best-of-breed functionally-specific technologies in order to increase agility and performance, their interest in single centralized data repositories will also wane.

IMPLICATIONS: •  Resolve the integrated

data/decentralized marketing paradox with centralized data standards and oversight •  Global Tagging Taxonomy •  Global Metric & KPI

Standards •  Global Best Practices &

Governance

6. Global Data and Reporting Taxonomies Are The New Black

INSIGHT: Enterprise-wide all-function data taxonomies will give way to functionally-specific taxonomies for marketing.

WHAT? A Taxonomy is a hierarchical classification of entities. Taxonomies require agreement on: • Naming • Classification • Hierarchy

Taxonomy Example in The Animal Kingdom

Marketing Taxonomies

• Marketing Program •  Initiative •  Campaign •  Channel •  Tactic •  Activity

• Global •  Region •  Country •  State • City •  Store

6. Global Data and Reporting Taxonomies Are The New Black

INSIGHT: Over complex enterprise data taxonomies or local “roll your own” conventions will give way to flexible, but centrally defined data taxonomies for marketing.

WHY?: • Distributed execution with

centralized reporting necessitates naming and tagging standards

•  Velocity and variety of marketing data requires flexibility

INSIGHT: Over complex enterprise data taxonomies or local “roll your own” conventions will give way to flexible, but centrally defined data taxonomies for marketing.

6. Global Data and Reporting Taxonomies Are The New Black

IMPLICATIONS: • Without a standard

omnichannel marketing taxonomy, OPM is difficult

• Get your marketing data

taxonomy in place as a foundational piece of OPM.

7. “The Integrated Marketing Platform” - Just Another Y2K

INSIGHT: The promise of the fully integrated marketing platform solutions big tech firms scrambled to deliver in 2014 has already dimmed and will continue to fade in 2015.

WHY?: •  The promise of

integration has proven difficult to deliver • Marketing is moving too

fast for a single vendor to have all channels covered •  Platform data “lock-in” is

an issue

7. “The Integrated Marketing Platform” - Just Another Y2K

INSIGHT: The promise of the fully integrated marketing platform solutions big tech firms scrambled to deliver in 2014 has already dimmed and will continue to fade in 2015.

IMPLICATIONS: •  The marketing landscape

will continue to be “messy” • Best of Breed systems will

need to coexist within a planned ecosystem • OPM, along with

marketing middleware, will be the “glue”

8. Marketing Goes Below The Waterline With Data Management

INSIGHT: Marketers will stop focusing on the tip of the iceberg (data visualization) and start working below the waterline on data management (automating, normalizing, blending).

WHY?: •  In an “always on” data

environment, pixel-prefect reporting becomes less important • As the focus shifts to

OPM, data integration becomes the core issue •  80% of analysis time is

spent collecting and cleansing data

8. Marketing Goes Below The Waterline With Data Management

INSIGHT: Marketers will stop focusing on the tip of the iceberg (data visualization) and start working below the waterline on data management (automating, normalizing, blending).

IMPLICATIONS: • Have a strategy in place

for data management •  Foster a core competency

within the marketing department of data management • Marketing will need more

dedicated data engineers

9. Long Live Data Democratization! (or Self-serve or No-serve...)

INSIGHT: The velocity of data and analysis required and the capabilities of new tools are making data self-service is a reality.

WHY?: • As marketing becomes

data, marketers can no longer rely on agencies for campaign-level optimization •  The rise of always-on

media •  Emerging tools can

support analysis by non-specialists

9. Long Live Data Democratization! (or Self-serve or No-serve...)

INSIGHT: The velocity of data and analysis required and the capabilities of new tools are making data self-service is a reality.

IMPLICATIONS? • Marketers need to get

comfortable with data • Marketing executives will

have more visibility into all aspects of spend and performance • Data will move out of the

agencies and into the enterprise

10. Marketers Become Data Storytellers (or, We Have The Data, So What? )

INSIGHT: Telling marketing stories through the customer lens and the business lens will become increasingly critical if marketing is to be a strategic function in the enterprise.

WHY? •  The increasing availability

of data will enable faster and more distributed analysis to non-experts •  So much data will require

a signal-to-noise issue – so how to get heard?

10. Marketers Become Data Storytellers (or, We Have The Data, So What? )

INSIGHT: Telling marketing stories through the customer lens and the business lens will become increasingly critical if marketing is to be a strategic function in the enterprise.

IMPLICATIONS? • Marketers need to be

creative about how they are communicating data and analysis to executives and non-experts •  Systems to support

storytelling and curation will gain traction

Proprietary and Confidential 32

Kevin Dodson VP Marketing & Data

Strategy Beckon

@kevdod @BeckonInc

Questions?

Types of Marketing Optimization

Speed of Decision

Scop

e of

Om

nich

anne

l Opt

imiz

atio

n

Immediate Bi/Annual Daily Weekly Monthly

Managerial (Omnichannel

Campaign)

Strategic (CMO)

Tactical (Single or

few Channel)

Tracking to goal or objective

Comparison/ranking

Visual Correlation

Internal Benchmarking

Lift over Baseline

Test and Control

External Benchmarking

Mathematical Correlation

Digital Attribution

Mix Modeling

Next Best Action (DMP data, programmatic…)

Single Source (surveys)

BECKON Managerial,

strategic AND

automatable

2007 2008 2009 2010 2011 2012 2013 2014

Need for Marketing Analytics Is Rising

Google Trends Search Volume (index) for phrase: “Marketing Analytics”

Proprietary and Confidential 34

BECKON MARKETING DATA FRAMEWORK

OBJE

CTIV

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TRIC

S/KP

ISDA

TA R

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CATE

GORI

ESDA

TA S

OURC

ES&

CHAN

NELS

ONLINE OFFLINE

MARKETING ACTIVITIES OUTCOMES

BRAND BUSINESS

BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY

STRATEGIC METRICS(all-channel,

CMO level)

TOP-DOWN ANALYTICSStart with a goal,

then find the data.

• Scorecards

• Dashboards

BOTTOM-UP ANALYTICS

Start with data,then find the insights.

• Ad-hoc analysis

• Auto correlation

• Variances

VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($)

AGGREGATED METRICS(multi-channel,manager level)

ACTIVITY METRICS(single-channel,tactician level)

• Total new customers• Total sales• NPS• Net sentiment

• Engagement/Impressions ratio• Paid/Earned ratio• Aided awareness• Share of voice

• ROMI• ROMO• Cost per new customer• Cost per point of awareness

• Impressions by campaign• Engagement by channel• Sales by region• GRPs by DMA

• E/I ratio by campaign• P/E ratio by channel• Engagement rate by agency• Likes per post by channel

• Cost per impression by campaign• Cost per engagement by channel• ROMI per business unit• Sales per square foot by region

• Visits• Clicks• Likes• Sends

• Click-through rate• Conversion rate• Open rate• Cart abandonment rate

• Cost per click• Cost per thousand• Cost per point• Cost per attendee

MARKETING

• Funnel• P/O/E• Channel• Campaign

BUSINESS

• Product• Industry• Region• Competition

ORGANIZATIONAL

• Business unit• Department• Owner• Agency

CUSTOMER

• Segmentation• Type (new, old)• Demographics

EXECUTION

• Placement• Creative• Offer• Test/Control

Beckon Proprietary and Confidential. Contact sales@beckon.com for more information.

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