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Best In Class Digital Marketing Analytics
Best Practice Session
Stephanie Burton Product Marketing Manager
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Market Research Customer Feedback Product Demos Go to Market
Stephanie Burton, Product Marketing
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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
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STATE OF THE DIGITAL “DATA LANDSCAPE”
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Clo
ud
On-
prem
ise
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”
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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
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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
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Why We Need BI
Expose critical KPIs & trends for predictable,
repeatable and scalable success.
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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
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You and your 12%.
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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
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BEST PRACTICES + SUCCESS STORIES
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A Sample of Our Sample
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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
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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
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5 Industry Best Practices
Capture as much (quality) data as possible
1
2
3
4
5
Tie everything to Revenue
Segment your audience and target your analytics
Be prescriptive
Expose benchmarks
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Agency Success
▸ Monetize Expertise
▸ Add Value to Customers
▸ Competitive Advantage
▸ Seamless UI Integration
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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.”
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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. ”
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Business Success
▸ Consolidate Digital Data
▸ Improve Agility
▸ Deliver Higher ROI
▸ Close Revenue Loop
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6 Digital data sources
30 Days to implement
0 Additional resources needed
Cyber Monday… #WINNING
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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.”
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6 Marketing + Sales Data Sources
40 Hours saved per week
100+ Hootsuite users
Consider silos squashed.
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”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
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MAKE IT EASY… THINGS TO CONSIDER
28 GoodData Confidential. 2013 GoodData Corporation. All rights reserved. Stickiness of Product – UI, End User Adoption
29 GoodData Confidential. 2013 GoodData Corporation. All rights reserved. Pre-Built Connectors
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More Questions? Get in Touch!
Questions about GoodData [email protected] LinkedIn bit.ly/StephanieBurton
Questions + Comments?
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Questions?
LinkedIn Bit.ly/StephanieBurton Contact GoodData [email protected] Visit Our Website www.gooddata.com
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Thank You!