First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenix

first rule of marketing analytics

forget about the customer

If you had a $1,000,000, what marketing channels would you invest in to get new customers?

challenge #1The customer decision journey has become very

complex

evaluation

discoveryresearch

analysis

consideration

action

purchase

advocacy

create awareness stimulate engagement drive impact build loyalty

custo

mer

know

ledge a

bout your

pro

duct

customer phase of the decision journey

the customer decision journey

challenge #2The marketing data ecosystem has become very

fragmented

challenge #3We utilize outdated tools and methodologies to measure

success

manual measurement silos

“ I Win” “No I Win” “ No it was me!” “ All me baby!” “I never win” “I am pretty”

why we must change our approach

The result of this historical approach to measuring marketing at a customer level leaves marketers

making 100% of their marketing channel investment decisions with 1% of the information.

Marketers today are still utilizing analytics methodologies of the past to solve for the complex

data ecosystem and decision journey of today

marketing analytics measurement funnel

marketing awareness

marketing engagement

marketing

impactHolistic Dashboard Strategy

all data in one source of truth

to understand correlation and

channel performance

example dashboards - holistic impact

• Construct your media impact

funnel to understand investment

performance

• Identify key performance

behaviors within your media

funnel to optimize results and

forecast spend

• Align spend to engagement

metrics such as website visits to

key conversion events or actions

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Shop & Compare

12,395

Transactions

Transaction?

example dashboards - campaign analytics

• Construct your campaign

dashboard to optimize

performance in-campaign

• Utilize a consolidated dashboard

strategy to drive cross-channel

investments and partner decision

making

• Clearly communicate results to

stakeholders while in campaign

and provide data-driven

performance results

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Sales Transactions

Sales Sales

marketing analytics measurement funnel

Online Performance Model

determines how channel

engagement drives impact

Online Conversion Model

determines how channels are

used in conversion

Marketing Mix Model

determines how online/offline

channel mix drives engagement

Marketing Performance

Model determines how

online/offline channel

awareness drives impact

marketing awareness

marketing engagement

marketing

impactHolistic Dashboard Strategy

all data in one source of truth

to understand correlation and

channel performance

marketing analytics framework

The most effective marketing channels are used to support

Customer Segmentation, Product Segmentation, and Market

Segment Strategies based on performance and strategy

alignment

marketing awareness

marketing engagement

marketing

impact

customer

segmentation

market segmentation

product segmentation

Customer Segments, Products, and Markets are identified to

grow market share, meet retention targets, and grow the

customer base.

measure the journey – grow your customers

Challenge #1

the complex customer journey

Challenge #2

the fractured data ecosystem

Challenge #3

manual measurement silos

• Audit all touch points for your customer journey

• Implement basic metrics to track movement

Challenges Solutions

• Centralize all data into one data platform solution

• Implement automated data integration processes

• Implement holistic automated dashboards

• Implement attribution performance measurement

build a path to success

Attribute Performanceof all sales & marketing channel

investments to understand true

channel value in order to more

effectively target spend through

a robust attribution modelHolistic Understanding of performance & influence of

marketing on sales through a

single of truth defined and

integrated dashboard strategyHolistic Process to track and integrate all

investment activity across all

sales & marketing channels

through our CHANNELMIX

platform

Forecast Behavioracross all sales & marketing

channels based on a defined

and repeatable modeling

strategy

Data

Valu

e