Pardot Elevate 2011: Getting More Out of Marketing Analytics with Pardot and GoodData

Getting More Out Of Marketing Analytics Elevate 2011

Cody Crnkovich Sr. Director, Powered by Partnerships [email protected] (415) 763-5799 @codycrnkovich

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•  GoodData at a Glance •  Partnership Recap •  Marketing Analytics Overview •  Understanding the Reporting Environment •  How-to / Demo •  Premium Analytics Sneak Peak •  Q&A

Agenda

GoodData At a Glance

Platform Overview Q4 2011

GoodData at a Glance •  Connect business

people to business data

•  Provide platform for companies to measure and continually improve their business

•  Operational dashboards, advanced analytics, data warehousing and integration, all as an on-demand service

Platform Overview Q4 2011

Platform Overview Q4 2011

It starts with Apps

Zendesk Support Analytics

SalesforceSales Analytics

PardotMarketing Analytics

Google AnalyticsWeb Analytics

GoodDataSubscription Analytics

Microsoft DynamicsCRM Analytics

Get SatisfactionCommunity

Health Analytics

FacebookSocial Analytics

SugarCRMSales Analytics

MarketMetrixCustomer Sat. AurixCustomer Contact

Analytics

FinancialForcePSA Analytics

ExactTargetEmail Analytics

Omniture SAPERP Analytics

Platform Overview Q4 2011

Instant Extensibility Example

Web Marketing CRM

+ +

Lead to Cash

Partnership Recap

Company Overivew Q4 2011

Partnership Timeline

Q4’10 Q1’11 Q2’11 Q3’11 Q4’11 Q1’12

Partnership Announced Elevate 2010

Integration Begins

GoodData Platform Updates

Pardot API Updates

Product Rework

Beta Begins

Customer Discovery Ends

150+ Betas

Base Product Launches

Premium Product Work Begins

Premium Product Scheduled for

Launch

Company Overivew Q4 2011

What took so long??? •  Seamless experience •  Updates/improvements required

•  Pardot APIs •  GoodData platform

•  Needed more valuable Base product •  Custom fields •  Tags and more

Company Overivew Q4 2011

Where are we now??? •  Ending beta

•  2+ quarters •  150+ participating companies •  Great customer feedback

•  Launching Base product for everyone •  Scheduled for Thanksgiving release •  November 23rd / 24th

Base Marketing Analytics Overview

Understanding the GoodData Reporting Environment

Platform Overview Q4 2011

GoodData reporting

WTF is a “What”???

HTF do I use the “How”???

Platform Overview Q4 2011

The “What” and “How” •  What = “What do you want to measure?”

•  A Metric •  Can be summed or averaged

•  How = “How do you want to break it down?” •  An Attribute •  Can’t be summed or averaged

Platform Overview Q4 2011

The “What”

Prospect  Name   Create  Date   Grade   Score  

Bob   01/01/2011   B   50  

Sally   03/11/2011   C   70  

Jo   05/24/2011   A   60  

Sara   08/07/2011   D   40  

Steve   06/30/2011   B-­‐   20  

Danielle   11/11/2011   B+   80  

Platform Overview Q4 2011

The “What”

Prospect  Name   Create  Date   Grade   Score  

Bob   01/01/2011   B   50  

Sally   03/11/2011   C   70  

Jo   05/24/2011   A   60  

Sara   08/07/2011   D   40  

Steve   06/30/2011   B-­‐   20  

Danielle   11/11/2011   B+   80  

Average  =   53.3  

=AVERAGE(50,70,60…)

Platform Overview Q4 2011

The “What”

Prospect  Name   Create  Date   Grade   Score   Average  

Bob   01/01/2011   B   50   50  

Sally   03/11/2011   C   70   70  

Jo   05/24/2011   A   60   60  

Sara   08/07/2011   D   40   40  

Steve   06/30/2011   B-­‐   20   20  

Danielle   11/11/2011   B+   80   80  

Average  =   53.3  

=AVERAGE(20)

=AVERAGE(50)

Platform Overview Q4 2011

The “How”

Prospect  Name   Create  Date   Grade   Score  

Bob   01/01/2011   B   50  

Sally   03/11/2011   C   70  

Jo   05/24/2011   A   60  

Sara   08/07/2011   D   40  

Steve   06/30/2011   B-­‐   20  

Danielle   11/11/2011   B+   80  

=AVERAGE(Bob,Sally,…)?

How-to/Demo

Premium Analytics Sneak Peak

Platform Overview Q4 2011

Funnel with velocities

Platform Overview Q4 2011

Waterfalls

Platform Overview Q4 2011

Performance trending

THANKS!

Questions? @gooddata