Analytics for the Rest of Us Ben Pruden, Product Marketing Director Salesforce Wave @ben_pruden Judy Ko, SVP Marketing, Informatica @judyiko Llana Giovara, Sr. Director Marketing Operations @MarketingonWave Justin Lombardelli, Salesforce Marketing Director Analytics & Events @jlombardelli

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Safe Harbor

Sales Service

Marketing

Community Apps

Analytics

Analytics for the rest of us Analytics Cloud

Our Personal Lives Are More Data-Driven Than Ever Before

Your Customers

Customer Data Lives Across a Variety of Systems

Apps

Service Sales

Communities

Marketing

But the Business Struggles to Get the Insight it Needs

How can I get visibility into my pipeline?

How do I grow my existing customer base?

How can I find my next big customer?

Legacy BI Was Not Designed for You and Me

Powered by the Wave Platform Analytics Cloud: Analytics for the Rest of Us

Mobile insight on any device

Everyone gets answers faster than ever

Platform for any data, any app

Extend the Platform

Self Service Collaboration Exploration Analytic Apps Search Based Any Data Governance & Trust

Judy Ko SVP Marketing, Informatica @judyiko

We make great data ready to use.

Your Customers

Customer Data Lives Across a Variety of Systems

Apps

Service Sales

Communities

Marketing

5 Steps to Great Customer Data

Proven

3500 Customers

130B Transactions a month

2014 Magic Quadrant for Enterprise Integration Platform as a Service

Marketing at Informatica

Loyalty

? Awareness

Where we were two years ago

The Marketing Engine at Informatica

informatica.com

“paid”

“earned/paid”

“owned”

A Great Engine Needs Great Data and Great Analytics

great data near-real time, dozens of sources, structured and unstructured, millions of records, hundreds of millions clicks, person-accurate

great analytics ad hoc, reporting, dashboards, scorecards, mobile

great engine applications, warehouse, Hadoop cluster, data lake, predictive scoring engine, user experience, communities

Operation and Analytic System Development at Informatica

ANALYTICS

Legacy BI

.xls

OPERATIONAL SYSTEMS

Reporting

Demo

Connect Wave to Any App or Data Source

 Learn more at booths 132 and 133

 www.informatica.com  @infacloud

Llana Giovara Sr. Director, Marketing Operations, Salesforce

Justin Lombardelli Director, Marketing Operations, Salesforce

Create experiences that accelerate the right deals

Change course after analyzing campaigns

Spot trends & capitalize

Manage with KPIs & best practices

Analytics Need to Deliver Insight that Drives Action

Marketing needs to…

The Old World

All totals exclude duplicate leads/opportunities

FY13 GLOBAL CAMPAIGNS SCORECARD Owner: Fergus Griffin

PROGRAM DETAILS FUNNEL

METRICS INFLUENCED PIPE & ACV MARKETING

FOUNDATION

Program # Months in market (up to

8/1/12)

FY13 Net Spend Responses

Marketing Qualified

Lead (MQL)

Conversion Rate of

Response to MQL

Sales Accepted

Lead (SAL)

Conversion Rate of

MQL to SAL

Cost/ SAL

Influenced Pipeline

(Total Oppty Amount)

$M

Influenced ACV

(Total Oppty Amount)

$M

Program Influence on

Pipeline $M

Program Influence on

ACV $M

Program Influence on

Open Pipeline $M

Program Influence on

Projected ACV $M

Marketing ROI *

(Influence on ACV/Spend)

Sales

customers or prospects who

completed a form (or were manually

uploaded)

made it through LEAP

% of responses that turn into MQLs

Leads put into "working" status by an

SR

% of MQLs that are accepted by sales

the cost of getting a lead to sales

100% oppty amount of pipeline in room +

created 90 days post

ACV from influenced pipeline

exclusive share of pipeline exclusive share of ACV exclusive share of

pipeline still open

influence on open pipeline projected to

close

return on total projected ACV based on FY spend

to date

Social Sales eBook - Sales for the social enterprise 9.0 $109,155 5,988 3,794 63% 2,775 73% $39 $646.M $126.4M $7.2M $0.8M $4.4M $1.8M 23.9x Sales for Social Enterprise 8.0 $123,329 17,460 6,815 39% 3,306 49% $37 $510.M $87.1M $46.9M $3.6M $36.4M $14.9M 150.2x SMB Journey 24.0 $14,250 1,203 1,073 89% 261 24% $55 $26.6M $4.9M $0.2M $0.1M $0.1M $0.M 10.6x MM initiative - Gate58 Cost Per Lead Prgoram 3.0 $40,000 1,167 1,090 93% 540 50% $74 $79.3M $4.M $4.3M $0.2M $3.5M $1.1M 34.1x 8 key plays for Sales Success 4.0 $32,322 1,539 1,005 65% 809 80% $40 $81.M $3.2M $1.6M $0.1M $1.2M $0.5M 16.7x APAC Campaigns 3 to 6 $45,000 1,618 1,268 78% 947 75% $48 $64.9M $1.7M $0.5M $0.M $0.4M $0.1M 3.6x MM Journey 24.0 $750 105 16 15% 1 6% $750 $9.2M $1.3M 0 $0.1M 0 0 73.9x SMB Initiative - Fireclay Demo 15.0 $100,287 390 216 55% 157 73% $639 $16.6M $1.2M $0.8M $0.1M $0.5M $0.2M 2.4x JP SMB Promo 6.0 $0 200 118 59% 91 77% no spend $2.6M $0.6M $0.1M $0.M $0.1M $0.M no spend Canada FS 3.0 $15,000 4 4 100% 2 50% $7,500 $1.5M $0.3M $0.M $0.M $0.M $0.M 1.2x JP SMB Webinar 5.0 $0 84 55 65% 28 51% no spend $0.3M $0.1M $0.M $0.M $0.M 876 no spend JP IT Trend 3rd party site 6.0 $2,468 42 33 79% 30 91% $82 $0.1M $0.M $0.M 0 $0.M $0.M 1.6x UK lead gen campaign 2.5 $15,000 206 181 88% 104 57% $144 $2.2M 0 $0.2M $0.M $0.1M $0.M 2.5x Total Sales $497,561 30,006 15,400 51% 8,860 58% $56 $666.6M $101.9M $61.9M $5.M $46.8M $18.7M 47.7x Service Gartner Magic Quadrant Q1 - Report Download 4.0 $59,300 4,179 1,615 39% 710 44% $84 $703.1M $120.9M $10.8M $0.9M $8.7M $3.7M 77.6x Customer Service for the Social Enterprise 6.0 $145,619 2,799 1,013 36% 607 60% $240 $217.6M $37.8M $9.8M $1.1M $6.7M $2.9M 27.5x CRM Awards - Article Download 5.0 $39,998 545 194 36% 102 53% $392 $58.M $9.2M $0.9M $0.1M $0.7M $0.3M 8.8x Forrester Report 1.0 $23,000 445 89 20% 26 29% $885 $90.3M $8.3M $0.1M 0 $0.1M $0.M 1.2x ACCE 2012 3.0 $120,000 108 76 70% 8 11% $15,000 $14.M $2.9M $0.9M $0.M $0.8M $0.3M 3.0x SOS Stuck on Siebel External Campaign 2.0 $64,000 645 184 29% 68 37% $941 $40.6M $2.5M $1.6M $0.M $1.5M $0.7M 12.0x Customer Service for the Social Enterprise 4.0 $23,678 556 414 74% 166 40% $143 $9.3M $0.4M $0.4M $0.M $0.3M $0.1M 4.2x IQPC - Call Center Week 2012 2.0 $60,000 406 171 42% 59 35% $1,017 $23.4M $0.1M $1.6M $0.M $1.6M $0.6M 9.6x EBR Call Down 3.0 $8,000 577 361 63% 361 100% $22 $7.3M NA NA NA NA NA 0.0x SOCAP 2012 4.0 $27,370 51 23 45% 2 9% $13,685 $3.M $0.1M $0.3M $0.M $0.3M $0.1M 5.4x Cloudforce SF Dinner 5.0 $26,000 31 0 0% 0 NA No return 0 0 $0.7M $0.2M $0.5M $0.2M 17.3x JP - IT trend 資料請求 6.0 $8,583 39 36 92% 31 86% $277 $0.3M 0 $0.4M 295 $0.4M $0.1M 10.6x Total Service $605,547 10,381 4,395 42% 1,669 38% $363 $528.6M $92.2M $27.6M $2.3M $21.7M $9.2M 18.9x Platform SAP Campaign 10.0 $226,997 4,440 707 16% 345 49% $658 $443.1M $63.1M $18.9M $0.9M $14.9M $5.6M 28.9x Site.com Campaign 4.5 $120,000 2,363 1,043 44% 726 70% $165 $121.2M $16.2M $1.4M $0.1M $1.1M $0.5M 4.6x TCO Calculator Campaign 24.0 $0 207 14 7% 1 7% no spend $66.6M $5.8M $1.7M $0.2M $1.3M $0.5M no spend SAP demo 3.0 $0 90 53 59% 12 23% no spend $0.9M $0.1M $0.1M $0.M $0.M $0.M no spend Lotus Notes Campaign - Assessment 25.0 $0 11 8 73% 1 13% no spend $4.M $0.1M $0.M $0.M $0.M $0.M no spend Developer Webinars 2.0 $0 188 21 11% 6 29% no spend $0.M 454 330 165 165 85 no spend Lotus Notes Campaign - Commercial 1.0 $29,500 0 0 NA 0 NA No return 0 0 0 0 0 0 0.0x SAP Assessment Contact Form 4.0 $0 1 1 100% 0 0% no spend $0.2M 0 $0.M 0 $0.M $0.M no spend Total Platform $376,497 7,209 1,782 25% 1,079 61% $349 $527.9M $77.6M $22.1M $1.2M $17.3M $6.6M 20.6x TOTAL Sales/Service/Platform Campaigns $1,479,606 47,596 14,078 30% 9,704 69% $152 $1055.3M $153.8M $111.6M $8.5M $85.8M $34.4M 29.0x

FY13 1H Campaigns Scorecard

The New World

Demo

Questions?

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