Date post: | 13-Apr-2017 |
Category: |
Marketing |
Upload: | surefire-local |
View: | 210 times |
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Marketing Analytics: Measure What is Crucial and Ties to Business Objectives
Shashi BellamkondaCMO Surefire Social
Shashi BellamkondaChief Marketing Officer
Surefire Local: #1 Local Marketing Automation Platform
★Teach marketing at Georgetown University
★15 years in marketing technology
★Peers call me “Social Media Swami” and have mentioned me in 17 marketing books
#dsdc16
Drive marketing with Marketing Analytics ❖ Challenge
Difficult to setup and measure❖ Solution
Measure what matters❖ Implementation
Tie marketing analytics back to your business goals #dsdc16
Introduction
Do we agree with Einstein?“Not everything that can be counted counts and not everything that counts can be counted.” –Albert Einstein
Photo: Smithsonian
#dsdc16
CMOs Top ChallengesData AccessOpenStackSingle Dashboard CampaignsROI Attribution
Customer DataCollect, Integrate & Aggregate
PersonalizationCustomer TargetingData-driven Campaigns
Source: Adage
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Critical Marketing Analytics Steps1. Audit: Where are we now?2. Objectives: Where do we want to
be?3. Plan: How do we get there?4. Reporting: Are we there yet?5. Analysis: What do we need to
change? #dsdc16
1. Audit #dsdc16
❖ Track phone calls, form fills, goal conversions in one place
❖ Measure web traffic & performance
❖ Words/phrases people are using to find you online
❖ Reputation and reviews
❖ Social media metrics
❖ Competition
2. Set Objectives
$$$/CustomersConversions/
MQL/Demos/Retention
Engagement, Subscriptions, Events, Downloads, Form
FillsWeb traffic, Phone calls, Ad
metrics, Social metrics, Email metrics,
Online toolsAudience, Contacts, Personas, Segmentation
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4. Report
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❖ Compare Timelines❖ Successful Channels❖ Top Content❖ Events and Shows❖ Activities❖ Web Tools
Reporting Vs. Analyzing●Data you can digest●More Analysis vs.
Reporting
Searcheningeland,com
#dsdc16
HamiltonCreate buzz for Hamilton beyond the Broadway audience
Used social media with influencer campaigns, impromptu live shows, Tweets, retweets, $10 tickets:
➔ NumbersGreat audience build up with 500k YouTube & 250k on Twitter
➔ GoalsSold out shows, 43% premium on tickets, 21 Tony awards, Lot of buzzSource: Washington Post
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Content Measurement
Text AnalysisContent show your message accurately
ToneWhat is the tone of the content
EmotionWhat emotion does content evoke in readers
Cognitive Thinking using IBM Watson
#dsdc16
Coming Soon…..
Watch/VR AudienceBeyond mobile, experience with various devices
Voice SearchesGoogle: 20% of mobile queries are voice searches
Lookalike AudiencePersonalization of contentTargeting people who look like your existing customers
#dsdc16
ClosingProve ROI of Marketing❖ Right Metrics
Tie all the metrics together❖ Timely
Measure regularly and report on time❖ Action oriented
Use metrics to drive strategy
#dsdc16
Thank youLet’s ConnectShare your Marketing Metrics story with me:[email protected]