How to use 'Digital Data' to drive predictable revenue generation
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How to use 'Digital Data' to drive predictable revenue generation

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An abundance of digital data is available to us today driven by email marketing, web analytics, search marketing, display advertising and social media....

An abundance of digital data is available to us today driven by email marketing, web analytics, search marketing, display advertising and social media.

Most organisations suffer from having this digital data sitting in multiple databases and stored in multiple locations whilst being managed by multiple vendors and/or digital agencies.

Welcome to the unpleasant world of Excel Hell!

So, how do we solve this problem? How can we bring together multiple data sets, make sense of this data and then take action on this data in an effort to drive predictable revenue generation for organisations?

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  • Will Scully-Power- Audience Involvement (Interactive)- What type of marketer are you? Creative or Data-Driven?
  • Will Scully-Power- Welcome and thanks for joining us LIVE online.- Today is all about education, learning, insights & best practices.- Housekeeping, Tweet your questions using the following hashtags #Datarati or #mktgcloud #atsyd- Housekeeping – Online polls throughout webcast- Slides available for download- Short intros.Wednesday 9 March 2011- Mitchell Mackey, Head of Asia-Pacific Industrial Marketing - Ansell- Justin Hind, Chief Operating Officer - Downstream Marketing- Rob Chandler, Head of Marketing Sciences - BMF Advertising- Rene Ledger, Managing Director – GHO Sydney- Stephen Keoighery, Chief Marketing Officer – Viteknologies- Simon Van Wyk- Managing Director – HothouseThursday 10 March 2011- Jo Lloyd, Managing Director - Wunderman- Warren Billington, Chief Executive Officer - Acxiom- Chris Dimmock, Chief Executive Officer - Cogentis- Lars Ammitzboell, Head of Marketing Insights & Analytics - IAG Insurance- Andrew Reid, Managing Director - ViziSense- Leon Bombotas, Director of Marketing Optimisation - Hothouse
  • Will Scully-PowerHow to use Digital Data to Drive Predictable Revenue Generation in your organisations?What steps do we need to take to get us there?
  • Will Scully-PowerAll campaigns start with an idea.Ideas are derived from brand + consumer + data insights.
  • Will Scully-Power- Setting the scene for data-driven digital marketers todayThe problem is disparate digital data from email marketing marketing, web analytics, search marketing, display advertising and social mediaMultiple databases storing data in multiple locationsManaged by multiple vendors and/or digital agencies
  • Will Scully-Power- Setting the scene for data-driven digital marketers todayThe problem is disparate digital data from email marketing marketing, web analytics, search marketing, display advertising and social mediaMultiple databases storing data in multiple locationsManaged by multiple vendors and/or digital agencies
  • Will Scully-PowerSo, how do we solve this problem?Work backwards i.e. Start with the Finish Line first?
  • Will Scully-PowerWhat does the finish line look like? What does success look like?All of your email marketing data, web analytics data, search marketing data, display advertising data and your social media data stored in 1 marketing database and integrated with your CRM databaseThe result? A 360 degree analytical view of your customers and prospects behaviour allowing marketers to draw actionable data insights for their campaign idea(s)
  • Will Scully-Power- Predicting the Revenue Cycle based on historical and current data
  • Will Scully-Power- Stage Based Metrics
  • Will Scully-PowerHow do we move customers/prospects through the funnel based on digital behaviour?Digital behavioural scoring
  • Will Scully-PowerDrill down into Revenue Analytics and see what channels are driving revenue by bringing sales and marketing data together
  • Will Scully-PowerPredict the revenue forecast as a MARKETER!!Get a seat at the board table
  • Will Scully-PowerNow that we know what the finish line looks like, what does the starting line look like?Where do we start on this journey to using Digital Data to Drive Predictable Revenue Generation in our organisations?What do we need to get there? (People, Time, Investment, Tools)7 Step Process
  • Will Scully-Power1.) Prioritise, Protect, Problem Resolution, Promotion2.) Gain a clear understanding of current performance, achieve greater buy-in and adoption, align your organisation around shared measurement objectives tied to business goals, avoid costly mistakes that require re0implementation and delay time-to-value3.) Executive sponsor, steering committee, marketing data owner, core team, business leads, technical leads4.) Create a shared set of KPIs and reports, enhance data integrity, reduce support time and costs, facilitate best practice sharing, accelerate user adoption5.) Time to value, the only meaningful quick wins are analysis insights or recommendations that are acted upon and result in a positive return for the company6.) Avoid costly mistakes, avoid missing insights, avoid fire drills, avoid flying blind7.) Clear goals and expectations, accountability leaders, organisation of candor, follow-up system, KPIs, proper rewards and recognition, ownership/stewardship of processes and establish a leadership pipeline
  • Questions for panellists- Mitchell Mackey, Head of Asia-Pacific Industrial Marketing - Ansell- Justin Hind, Chief Operating Officer - Downstream Marketing- Rob Chandler, Head of Marketing Sciences - BMF Advertising- Rene Ledger, Managing Director - GHO- Stephen Keoighery, Chief Marketing Officer - Viteknologies- Simon Van Wyk - Managing Director - Hothouse1.     The role of the digital agencies in digital data, analytics and optimisation2.     The role of client side marketers in how to use digital data  in conjunction with additional data sources to help drive marketing strategies3.     The role of vendors and their consulting partners in using digital data to help predict revenue generation and performance
  • Thank you.

How to use 'Digital Data' to drive predictable revenue generation How to use 'Digital Data' to drive predictable revenue generation Presentation Transcript

  • Marketing Data
    Sales Data
    +
  • Get Executive Sponsorship
    Align implementation with Business Objectives
    Invest in Staff/Training & Tools (90/10)
    Establish and Maintain Corporate Standards
    Deliver Quick Wins
    Validate the Data
    Hold People Accountable (KPIs)