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Marketing optimization   alteryx & forrester presentation
 

Marketing optimization alteryx & forrester presentation

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Customer Analytics in the age of always on consumer.

Customer Analytics in the age of always on consumer.

Rob Brosnan from Forrester and Paul Ross from Alteryx discuss driving Marketing Optimization with Alteryx

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  • Purpose of presentation:Presentation is designed as overview of Alteryx capabilities and companyAudienceAll audiencesLevel of Content100 Level – introductory and overview
  • IBM estimates that 2.5 quintillion bytes of data are created every day. We had to reduce the font, just to fit that on a slide!
  • The always addressable consumer is someone who owns and uses at least 3 connected devices, goes online multiple times per day, and goes online from at least 3 physical locations like home, work or school, and in the park.
  • Photo by Stuck in Customs - http://flic.kr/p/7cGN8g
  • From a standing start a couple of years ago, Forrester estimates that a third of US adults will have a tablet by 2016

Marketing optimization   alteryx & forrester presentation Marketing optimization alteryx & forrester presentation Presentation Transcript

  • Finding Value From Marketing Analytics Customer Analytics in the Time of the Always on Consumer© 2012 Alteryx, Inc. Confidential. 1
  • Meet Your Presenters Paul Ross has 14 years of Rob Brosnan is a Senior Analyst experience in enterprise and cloud at Forrester and serves Customer software, including management Intelligence Professionals. His positions at Business Objects and research agenda focuses on Microsoft. He is Vice President of enterprise marketing technologies, Product and Industry Marketing at marketing automation, campaign Alteryx. In this role his primary goal management, database marketing is to support the Alteryx field strategies, customer analytics, discover, support and delivery high and technologies that make value strategic analytics projects customer insight operational.© 2012 Alteryx, Inc. Confidential. 2
  • Agenda Changing Getting to Strategic Reality for the Value of Analytics for Customer Customer Marketing Intelligence Data Success Answering the Big Questions Finding Value in the hype The Virtual Analyst Briefing© 2012 Alteryx, Inc. Confidential. 3
  • 4 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Find the Value with Marketing AnalyticsRob Brosnan, Senior Analyst @brosnaroAugust 23, 20125 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  • Customer knowledge drives competitive advantage6 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Increasing resolution leads to a data deluge7 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Consumer Trends8 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  • 9 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Customers are increasingly always-addressable Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)10 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 11 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • The expanding universe of customer interactions Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report12 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 13 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 14 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 15 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Data creates a catch-22: progress and paralysis16 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Analytics serves the customer life cycle, but few prioritize it beyond acquisition17 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Firms are moving to predictive and real-time optimization to meet the engagement challenge18 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Getting Started19 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  • If the funnel is dead and the loop is reality, how do we establish analytics that actually provide insight?© 2012 Alteryx, Inc. Confidential. 20
  • What is the biggest barrier to getting better marketing outcomes from customer data?© 2012 Alteryx, Inc. Confidential. 21
  • Big Data, Big Value? Finding the Customer in the Hype© 2012 Alteryx, Inc. Confidential. 22
  • Back to the Future: Business Decision Makers Cannot Make The Right Decisions Due to Data & Analysis Issues Cloud Un-Structured Data Content “I just want to understand what we should be doing….”© 2012 Alteryx, Inc. Confidential. 23
  • Making Social Media Data Worth it Integrate Analyze Share© 2012 Alteryx, Inc. Confidential. 24
  • Ansira, Leading Engagement Marketing Agency Unifies Social Media and POS Data to Drive Real ROI for Marketing Spend Key Requirements: • Unify multi-channel and “With Alteryx, we’re able to use a single platform to multi-touch customer offer our customers strategic insight that cuts through data the massive amounts of data available to provide what • Tie activity to real matters most – clear, actionable insights into what results, especially social delivers bottom-line results from today’s highly media and sales fragmented, individualized marketing mix” • Optimize localized marketing investments across channels Michael Harrison, EVP and chief strategy officer, Ansira • Reduce time to respond and execute optimized client campaigns • Unification of cross channel and client data • Single workflow for gathering data and producing analysis • Hyper-local investment strategies for clients© 2012 Alteryx, Inc. Confidential. 25
  • We Still Need to Solve Our Core Challenge of Engaging The Right Customers in the Right Ways© 2012 Alteryx, Inc. Confidential. 26
  • Southern States Cooperative Continues Success With Increased Campaign Response and Revenue Key Requirements: • Unify customer data “My number one responsibility is to make sure across multiple sources we understand our customers’ needs and wants, • Improve direct mail campaign execution and I use Alteryx every single day to do just that ” results • Maximize revenue Greg Bucko, Manager of Customer Insights. generation from catalogue business • Enhance ROI from mailings • Customer focused analytics improve response rates by 63% • More targeted mailings improving gross margin for each campaign • Extending insights to full range of customer channels including retail© 2012 Alteryx, Inc. Confidential. 27
  • Driving Strategic Analytics for Marketing Success The Virtual Analyst Briefing© 2012 Alteryx, Inc. Confidential. 28
  • Iterative Big Data Analytics Requirements Access and Integrate Customer and Marketing Data Enhance Data & Add context Predictive Analytics© 2012 Alteryx, Inc. Confidential. 29
  • One Solution & Workflow For Big Data Business ValueFull Spectrum of Packaged MarketEnterprise Data & Customer Data Enrich Integrate Analyze Share Cloud Data Integrate any data Rapid development of Strategic Analytic Un-Structured source sophisticated analytics applications in the hands of Content with unique spatial business decision makers understanding Enhance 3rd Party Tools © 2012 Alteryx, Inc. Confidential. 30
  • Demonstration The Alteryx Solution© 2012 Alteryx, Inc. Confidential. 31
  • In Conclusion© 2012 Alteryx, Inc. Confidential. 32
  • Build a framework for the data life cycle33 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Align analytics with your customers’ journeys  Conduct a customer journey mapping session.  Identify your data and measurement needs at key touch points  Evaluate opportunities to automate the analytics  Create a roadmap for your technology and systems integration needs.  Prove ROI in high-value segments and real-time interactions.34 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Conclusion Changing The Value Is Strategic Reality for in Getting Analytics for Customer the Right Marketing Intelligence Data, Now Success Answering the Big Questions Finding Value in the hype The Alteryx Solution© 2012 Alteryx, Inc. Confidential. 35
  • Thank youRob Brosnan212.857.0734rbrosnan@forrester.co m @brosnarowww.forrester.comblogs.forrester.com/customer_intelligence © 2009 Forrester Research, Inc. Reproduction Prohibited
  • What’s Next? Get Social & Try Alteryx @alteryx Get the Alteryx Trial www.alteryx.com/alteryx-trial-form© 2012 Alteryx, Inc. Confidential. 37
  • Key Terms • Alteryx • Paul Ross, Alteryx • Forrester • Rob Brosnan, Forrester • Strategic Analytics • Michael Harrison, Ansira • Predictive Analytics • Greg Bucko, SCP • Social Media Analytics • Southern States • Real-time optimization Cooperative • Predictive Analytics • Customer Intelligence • Marketing optimization • Marketing Funnel • Big Data • Customer Insights • Big Data Analytics • Social data • Unstructured data • Humanizing Big Data • Analytics Platform • Unstructured Data© 2012 Alteryx, Inc. Confidential. 38