Elite SEM | Streamline and amplify marketing analytics With Tableau

Andrew Richardson

VP, Analytics & Marketing Science

Elite SEM

# T C 1 8

Agenda

About Us: aka the worst part of the presentation

Setting the Stage: why marketing data can suck

The Past: data, Tableau, and unicorns… oh my!

The Present: we’re on our way

The Future: predictive, integrations, gold standard

@analyticandrew

Bing Philanthropist of the YearAd Age Best Agency Culture

Mashable #1 Best Tech Companies to Work ForEntrepreneur #1 Top Company Culture

Fortune #1 Workplace for Millenials

Ad Age Top 25 US Search AgenciesUS Search Awards #1 Best AgencyBing Independent Agency of the Year

Drum US Search Awards The Chair Award

Award-Winning Digital Marketing Agency

“Can you update the report for

TOMORROW?”

But

WHY?

Digital Marketing – Typical View of Channels

Affiliate Marketing

Paid Earned Owned

Display

Paid Social

Paid Search

SEO

Shopping & Feed

Analytics

StrategyAmazon

& Marketplaces

CRM &

Email Marketing

Friend or Foe?

Website, Social, CRO

Data + Strategy

Digital Marketing – How We View Channels

CRM & Email Marketing

Analytics & Marketing Science

CRO(Conversion Rate Optimization)

SEO(Search Engine Optimization)

Paid Search

Paid Social

Performance Display

Shopping & Feed

Amazon & Marketplaces

Affiliate Marketing

Creative Services

Integrated Media Strategy

Here’s over 100 of the partners we use…CRM & Email MarketingPaid Search

Shopping & Feed

Amazon & Marketplaces

Affiliate Marketing

Performance Display

Paid Social

SEO

CRO

Analytics

The Data Death March

DATA

SOURCESMANUAL DATA

PULL

MANUAL DATA

ASSEMBLYMANUAL CHART

BUILDING

WHERE DATA

GOES TO DIE

Tableau: The Answer to All My Dreams?

DATA

SOURCES

MANUAL DATA

PULL

MANUAL DATA

ASSEMBLYMANUAL DATA

CONFIGURATION

SWEET

DASHBOARDS

TABLEAU

Our Data Unicorns/Jedi’s/Magicians…

DATA

SOURCES

CODE & MANAGE

DATA PULLS

CODE SQL

FLAT FILES

ORGANIZE MASTER

DASHBOARD FILES

BUILD SWEET

DASHBOARDS

DELIVER STRATEGIC

INSIGHTS & ANALYSIS

79%Gathering & Preparing Data

156,000 21%Analysis

A Different Approach

DATA ACCESS + DATA BLENDING + BEST PRACTICES

Bring all data together into a

comprehensive data platform in

an automated fashion

REPORTING AND ANALYTICS AT SCALE

Use whatever tool you want to

enable automated dashboards

for sophisticated analysis

+ +

Four Levels of Maturity and Insight

TrackBasic performance tracking and reporting by source.

Measure

Reporting of performance across channels and campaigns.

Performance insight, attribution and benchmarking that drives ROI and planning.

Target

PredictForecast mix and ROI for all investments by channel.

Analytics Maturity Curve

Leve

l Of

Insi

ght

Reporting(What Happened)

Analytics(What To Do)

Our Approach to Faster Insights

Data AggregationAll Data Sources Reporting & Insights

Data Preparation & Management

Delivers Daily Analysis-Ready Data

Integrate All Data Sources

Actively Monitor All Connections

Automated & Scalable Dashboards

Flexible Analysis & Insights

Focused On Delivering Value

But first… Prep…

Reporting

156,000

Reporting

Reporting

79%Gathering & Preparing Data

21%Analysis

Remember this?

18%Gathering & Preparing

Data

82%Analysis

& Strategy

Predictive

Predictive At Scale – Built In

What / If ?

Agenda

About Us: aka the worst part of the presentation

Setting the Stage: why marketing data can suck

The Past: data, Tableau, and unicorns… oh my!

The Present: we’re on our way

The Future: predictive, integrations, gold standard

Q&A

Andrew Richardson

andrew.richardson@elitesem.com@analyticandrew

# T C 1 8

Thank you!

#TC18

andrew.richardson@elitesem.com

@analyticandrew