Winning with BIG DATA Drive Marketing ROI across all Channels & Campaigns

Transcription

1 Winning with BIG DATA Drive Marketing ROI across all Channels

2 Why Big Data? Why now? ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Pace of change + Companies: Large and small + Industries: Old & young + Customers: b2b, b2c, male or female, rich or poor + Change, big change

3 Enterprise Value Paradigm Greatest Company Asset Customer Relationship

4 Not Product Not IP Not Brand

5 Age of the Customer Empowered buyers, disruptive digital innovations erase traditional competitive advantages the next wave will come from deep customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does.

6 I m Thad ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + CEO BusinessOnline + 14 years Digital Marketing + B2B/B2C High Consideration- lead to sale + B2B Magazine Interactive Agency year + Top Agency: 3 Consecutive years + Thrilled to be here today!

7 Allow me to Digress

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9 CEO: New normal ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// CEOs operate in a substantially more volatile, uncertain and complex world -IBM Study, face-to-face conversations with more than 1,500 CEO s worldwide.

10 Solution CEO ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// CEOs believe #1 goal is to get closer to customer -IBM Study, face-to-face conversations with more than 1,500 CEO s worldwide. Re-Invent Customer Relationships: +Adopt new channels to engage & stay connected with customers. +Draw more insight from data make customer intimacy priority #1

11 Solution CMO ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Deliver Value to Empower Customers + Digital revolution- forever changed balance of power between individual & institution Foster Lasting Connections +Cultivate meaningful relationships throughout life cycle Capture Value, Measure Results +Justify financial results

12 Simplify please Why Data? Why now?

13 Customers have control & fundamentals have changed Because Barriers to entry are minimal, competition can enter and win quickly Customer Relationships become our largest asset Data is introduction, enabler & insight

14 Win with Data

15 The Primary Marketing Challenge ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Programs that efficiently and effectively generate leads that turn into sales yet Majority of marketers do not know which programs produce the leads that turn into sales.

16 Strategy Starts Data Framework ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Sales Drive Business Performance Close the Loop Customer Journey Attribute Success Attribute Validated Score Personalize

17 Collect & Connect Data throughout Company Buying Journey /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

18 Great marketers focus on people their needs, behaviors, intentions, wants Avoiding the shiny temptations of marketing solely to things like devices, channels, technologies. Never been more critical Staying focused on the people and motivations marketers can catch an incredible wave of opportunity.

19 Close the Loop Step 1

20 Common Approach to Measurement ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Awareness: PPC, SEO, Display, Social, Awareness Engagement Conversion SALE Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 Measured in isolation: -Single Channel to Lead : CPL -Silo Engagement: Avg page views

21 Close the Loop w/ Connected Common Key ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Web Analytics + Marketing Automation + CRM

22 Integration Connected Marketing Technology ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Web Analytics Business Systems Channel Data Exact Target Customer Intelligence 22

23 companies are seeing an average 15-18% Lift in Revenue As result of implementing closed-loop & Optimizing - Tina Moffett, Attribution Analysts Forrester Research

24 Attribute Success Step 2

25 Primary Attribution Model Types ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Single Touch Rules-Based Statistically Driven Type Assigns 100% credit to the last Assigns credit to each interaction based on Assigns credit to each interaction based on a or first exposure specific business rules data driven model 100% Display Search Display Search 33% 33% 33% 27% 49% 24% First/Last Touch Even Weights Custom Weights Regression Model Probabilistic Model Approach Time Decay Positioned Based Validated Engagement Factors Basic Advanced

26 Model Pitfalls ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Single Touch Rules-based Statistically Driven Type 100% Display Search Display Search 33% 33% 33% 27% 49% 24% Pitfall Ignores the bulk of the customer journey, overvaluing the first or last touch Undervalues other influencers (and interactions), including Assigns arbitrary values to each specific marketing tactic Subjective and lacks analytics rigor to determine weights Can be more complex & costly to execute Some Marketers feel uncomfortable with an algorithmic, black box approach sales efforts Basic Advanced

27 Validated Engagement Factors (Statistically modeled)

28 VEF Validated Engagement Factor ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Historical (validated) review of past behavior to improve future outcomes

29 Five Steps Validated Engagement Factors ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 1. Close the Loop: Data house in order: web activity + marketing automation + CRM (sale) in Data Warehouse Closed Loop 2. Determine path to success: what did prospects do before they became clients? Path to Success 3. Aggregate past (50+) clients- create statistically significant = validated

30 Five Steps (Cont) Validated Engagement Factors ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 4. Normalize Connected Data: + Time: Analyze engagement activity over time (12mos) + Normalize: Create a Normalized engagement score across all customers = 100 (mean) + Analyze for Statistically Relevant Insights: Lead engagement scores > 100 Score = + demonstrating higher likelihood to buy 5. Turn Insights into Business Opportunities + Content personalization + Remarket + Click to chat + Sales alerts/out reach

31 Company Attribution

32 Company Attribution ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Typically individual level -YET- + KNOW B2B has multiple influencers in buying journey + For Every known lead, we can have 10+ unknown visitors + Measure, analyze and optimize opportunities at the company level

33 Example Individual vs. Company ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 7 vs. 173 = +24x More successful

34 B2B Sales Funnel Stakeholders in Buying Process ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Engagement Score Month 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6 Analysts Marketing IT Team C-Level Most of these stakeholders were anonymous

35 Personalize to role/need Amazon for B2B/ B2C High Consideration ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Someone in your role + In your industry + At this stage of buying journey + Looking for to solve this specific problem + Has found this piece of information valuable + All based on past success events SALE General experience Personal experience Convert Increase sales

36 Drive Business Performance Step 3

37 Derive Business Insights From Data ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Identify insights from multiple data sources across the enterprise + Clearly communicate performance at the channel, campaign, and content level + Focus on business decisions instead of wading through low-level marketing analytics data 37

38 Answer the Right Business Questions ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// +What is our marketing conversion rate? +What is our sales conversion rate? +What is our lead quality from digital? +What is our return on ad spends? +What are customers engaging with? 38

39 Measure Key Digital and Business Metrics ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Shift your conversations from impressions and clicks to revenue and ROI 266,773 Visitors + Focus on customer activities that sell and refine programs + Clearly demonstrate the impact of marketing to the bottom line 4,027 Leads [1.5%] 208 Buy [5.3%] 39

40 Example Digital & Business Key Metrics ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// A mature digital presence with full customer journey attribution can yield: + Targeted Impressions: ~6M-9M + CTR 1% 3% + CPC: Avg $ Qualified Visitors: 100ks + Lead Conversion: Avg ~6% + Cost Per Lead: $20 CPL + Lead to Sale: ~6% + Cost Per (offline) Sale: + ~$600 cost/sale (p/unit) + $20M Sales/ $1M Cost + ROI: 1,000+% 40

41 Future Predictive Modeling /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

42 Sales Effectiveness //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Give sales the right information to close more business in less time + Sales alerts + Predict who will buy in the future + validated engagement scoring + SALE Establishes predictable, efficient sales path that takes less time

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44 Thank You Data Education ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Data Maturity Model + White Paper: Closed Loop Marketing Attribution + Webinar: Close the Sales & Marketing [email protected]

45 @BOLoptimized