Chicago @bernster
Chicago @bernster
Moving From Metrics to Holistic Analytics Driving business decisions with data to maximize
your marketing return on investment.
Mike Bernard Director, Marketing Cloud Practice P: 651.210.7782 E: [email protected] T: @bernster
MMT - Chicago
MOVING FROM METRICS TO HOLISTIC ANALYTICS
‣ Current data environment
‣ How you can harness the new data environment to impact your decisions and compliment your business systems
‣ What measuring your marketing impact looks like
‣ Why this matters
MMT - Chicago
MMT - Chicago
MMT - Chicago
MMT - Chicago
MMT - Chicago
By 2017 the CMO will spend more on IT than the CIO. (Source: Gartner. January 2012)
MMT - Chicago
DATA DRIVEN DECISION MAKING WHAT IS THE IMPACT OF MARKETING ANALYTICS?
“Companies were 26% more profitable than their industry competitors, generate 9% more revenue through their employees and physical assets, and enjoyed 12%
higher market valuation ratios.”
MMT - Chicago
ANALYTICS JOURNEY ADVANCING TO THE NEXT STAGE?
MMT - Chicago
‣ Understand Your Data
‣ Understand Your Activities
‣ See Customer Behavior (tool-specific view)
MMT - Chicago
CRM
MMT - Chicago
Web Analytics
MMT - Chicago
Social Analytics
MMT - Chicago
Eloqua Insight
MMT - Chicago
MOVING FROM METRICS TO HOLISTIC ANALYTICS
‣ Generating clean and targeted lists for campaigns
‣ Open rates, click through rates, form submission, etc.
‣ Followers on social media or numbers of shares
‣ Number of leads sent over to sales
MMT - Chicago
‣ Connect Marketing Campaigns with Pipeline Revenue
‣ Calculate Basic ROI Metrics (e.g. Cost per Lead)
‣ Blend Eloqua Marketing Activities with Sales Activities
MMT - Chicago
MQL to SAL Conversion Closed Loop Reporting
Sales Revenue Attribution
MMT - Chicago
Export Data and Blend Externally
MMT - Chicago
MOVING FROM METRICS TO HOLISTIC ANALYTICS
‣ Percent and number of leads accepted by sales
‣ Percent and number of opportunities created
‣ Pipeline contribution
‣ Cost-per-lead, and cost-per-opportunity
‣ Funnel level conversion rates
‣ Marketing and sales attribution
MMT - Chicago
‣ Blend Data from Multiple Sources for a Universal View
‣ Clearly Determine Which Marketing Activities Provide Greatest ROI
‣ Optimize Your Marketing Efforts Across All Touchpoints
‣ Build Predictive Analysis Models
MMT - Chicago
‣ Blend Data from Multiple Sources for a Universal View
‣ Clearly Determine Which Mg Activities Provide Greatest ROI
‣ Optimize Your Marketing Efforts Across All Touchpoints
‣ Build Predictive Analysis Models
MMT - Chicago
MMT - Chicago
MMT - Chicago
MMT - Chicago
MMT - Chicago
MMT - Chicago
MOVING FROM METRICS TO HOLISTIC ANALYTICS
‣ Marketing contributions to revenue
‣ Top performing campaigns by revenue contribution
‣ Top performing channels by revenue contribution
‣ ROI by channel spend
‣ Revenue forecasting
MMT - Chicago
MOVING FROM METRICS TO HOLISTIC ANALYTICS
1) Do you have visibility into your marketing spend so you can gauge marketing effectiveness?
2) Are you manually creating reports from several different data sources in order to get the data you need?
3) Are you able to measure all your data sources (including social, search, online advertising) and then accurately measure ROI on these marketing efforts?
4) Are you able to forecast things like pipeline velocity, ROI and revenue contribution for the next quarter?
Let’s Connect Mike Bernard Marketing Cloud Practice Director P: 651.210.7782 E: [email protected] W: www.relationshipone.com T: @bernster
Relationship One 8009 34th Avenue Suite 300 Minneapolis, MN 55425 P: 763.355.1025 E: [email protected] T: @relationshipone