UNLOCK BIG MARKETING INSIGHTS
FROM BIG DATA
PELIN THOROGOOD
PELIN THOROGOOD

President & CEO
Anametrix

•

New media marketing and analytics expert

•

Former CMO, WebSideStory

•

“...
IBM CEO TO THE COUNCIL ON FOREIGN RELATIONS

“Just like oil powered the industrial
revolution. . . data is going to power ...
THE NEW MARKETING CHALLENGE

63% of CMOs believe return on marketing
investment (ROMI) will be the most important
measure ...
THE NEW MARKETING CHALLENGE

95% of CMO.com respondents said the single
most important area that they and their
colleagues...
THE NEW MARKETING CHALLENGE

Yet…more than 70% of CMOs feel they are
underprepared to manage the explosion of
data and “la...
THE DATA EXPLOSION
• 48 hours of video posted on You Tube

EVERY

• 571 new websites created

MINUTE

• 3,125 new images o...
THE DATA EXPLOSION

We’re at the 15% mark of what in
three years is going to be a flood
of data.
It’s going to be a differ...
WHERE WILL THE DATA COME FROM?

• Mobile devices
• Apps
• Geo-location info
• Growth of consumers

pro-actively offering
p...
THE MULTICHANNEL FOCUS
• Goal: Understand

customer
engagement
across silos

SEM

Social

Email

Website

• Solution:

Mul...
THE MULTICHANNEL FOCUS

• Multichannel ROI

Copyright 2013, Anametrix, Inc.
THE MULTICHANNEL FOCUS
• Goal: Focus on top-line

performance within the
necessary context to create
true understanding of...
COMPARING MULTICHANNEL CONVERSION RATES

13

Copyright 2013, Anametrix, Inc.
THE MULTICHANNEL FOCUS
• Goal: Capture the state

of the system and identify
the actual levers of
change
• Solution: Syste...
PAID VS. EARNED MEDIA

Copyright 2013, Anametrix, Inc.
ANALYTICS EVOLUTION

Copyright 2013, Anametrix, Inc.
HOW ONE ETAILER DOES IT…
Email

Contact Center Phone,
Email
Contact Center
Online Chat

Web Analytics

SEM

Reduce custome...
FORECASTING
Historical revenue numbers,
historical promotion
calendars, and common
calendar events used to fit
time-series...
FORECASTING: PRODUCT & CUSTOMER TYPES
Forecasts by
─ Purchase types:
discounted and nondiscounted
─ Product categories:
bo...
FORECASTING: CUSTOMER ACQUISITION
Project expected number
of New and Repeat
customers

Customers
2014

Revenue /
Customer
...
FORECASTING: REVENUE STREAMS
Projected view shows predicted values for new/repeat
customers, revenue per customer and tota...
CONVERGE INTO A “LEVER” MODEL
Customer Management

Category Management

New
Pricing
# Customers
Repeat

Product
Mix
New
# ...
REAL-TIME MARKETING ANALYTICS
OWNED MEDIA

OPTIMIZE

SOCIAL MEDIA

PREDICT
PAID MEDIA

DISCOVER
REFERENCE

VISUALIZE
CORPO...
THANK YOU

Pelin Thorogood
CEO
Pelin@anametrix.com
www.anametrix.com

24

Copyright 2013, Anametrix, Inc.
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Pelin Thorogood Presentation “Minds on Metrics” Powerful Thinkers Series

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Recently, Bite asked Anametrix CEO Pelin Thorogood to launch its “Minds on Metrics” Powerful Thinkers Series in San Francisco. Her presentation, “Unlock Big Marketing Insights From Big Data,” covered how to:
• gain a holistic view of marketing mix performance across the entire customer journey
• understand earned media’s impact on owned- and paid-media campaigns
• choose the right metrics to improve marketing effectiveness
• leverage multichannel analytics to drive predictable marketing results

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  • Given a certain repeat ratio and conversion rate the predictive model behaves like a play book where we can input new customers and promotion calendar (adjusted to take into market trends into consideration)
  • Pelin Thorogood Presentation “Minds on Metrics” Powerful Thinkers Series

    1. 1. UNLOCK BIG MARKETING INSIGHTS FROM BIG DATA PELIN THOROGOOD
    2. 2. PELIN THOROGOOD President & CEO Anametrix • New media marketing and analytics expert • Former CMO, WebSideStory • “20 Women to Watch” in sales lead management in both 2011 and 2012 • Executive-in-Residence for Johnson Graduate School of Management, Cornell University 2 Copyright 2013, Anametrix, Inc.
    3. 3. IBM CEO TO THE COUNCIL ON FOREIGN RELATIONS “Just like oil powered the industrial revolution. . . data is going to power this business revolution. Data is the core lubricant, the core asset fueling every single industry vertical, but also socio-economic models.” ~ VIRGINIA ROMETTY, CEO 3 Copyright 2013, Anametrix, Inc.
    4. 4. THE NEW MARKETING CHALLENGE 63% of CMOs believe return on marketing investment (ROMI) will be the most important measure of their success by 2015. IBM Global Chief Marketing Officer Study 86% of marketing decision-makers surveyed believe successfully integrating multiple channels under a single integrated marketing strategy is critical to long-term success. Forrester Research 4 Copyright 2013, Anametrix, Inc.
    5. 5. THE NEW MARKETING CHALLENGE 95% of CMO.com respondents said the single most important area that they and their colleagues need to learn is. . . “How to operationalize the entire company for speedier gathering, interpretation and application of data-driven insights.” Lindsay, Stone & Briggs with CMO.com 5 Copyright 2013, Anametrix, Inc.
    6. 6. THE NEW MARKETING CHALLENGE Yet…more than 70% of CMOs feel they are underprepared to manage the explosion of data and “lack true insight.” Forbes 6 Copyright 2013, Anametrix, Inc.
    7. 7. THE DATA EXPLOSION • 48 hours of video posted on You Tube EVERY • 571 new websites created MINUTE • 3,125 new images on Flickr of EVERY DAY • 100,000 tweets • 2,000,000 Google searches • 204,000,000 emails sent • $272,000,000 of purchases on 7 web Copyright 2013, Anametrix, Inc.
    8. 8. THE DATA EXPLOSION We’re at the 15% mark of what in three years is going to be a flood of data. It’s going to be a different world. . . VIRGINIA ROMETTY, CEO Copyright 2013, Anametrix, Inc.
    9. 9. WHERE WILL THE DATA COME FROM? • Mobile devices • Apps • Geo-location info • Growth of consumers pro-actively offering personal data • Random new gadgets. . . Copyright 2013, Anametrix, Inc.
    10. 10. THE MULTICHANNEL FOCUS • Goal: Understand customer engagement across silos SEM Social Email Website • Solution: Multichannel data integration • Challenge: Multichannel data integration 10 Copyright 2013, Anametrix, Inc.
    11. 11. THE MULTICHANNEL FOCUS • Multichannel ROI Copyright 2013, Anametrix, Inc.
    12. 12. THE MULTICHANNEL FOCUS • Goal: Focus on top-line performance within the necessary context to create true understanding of the complex interrelationships leading up to them • Solution: Segmentation • Challenges: Data Granularity & timeliness 12 Copyright 2013, Anametrix, Inc.
    13. 13. COMPARING MULTICHANNEL CONVERSION RATES 13 Copyright 2013, Anametrix, Inc.
    14. 14. THE MULTICHANNEL FOCUS • Goal: Capture the state of the system and identify the actual levers of change • Solution: System reporting with multichannel integration and embedded segmentation • Challenge: Data quality 14 Copyright 2013, Anametrix, Inc.
    15. 15. PAID VS. EARNED MEDIA Copyright 2013, Anametrix, Inc.
    16. 16. ANALYTICS EVOLUTION Copyright 2013, Anametrix, Inc.
    17. 17. HOW ONE ETAILER DOES IT… Email Contact Center Phone, Email Contact Center Online Chat Web Analytics SEM Reduce customer churn, and increase average revenue per customer across all product categories, by analyzing purchase activity by customer segment, across all channels and campaigns Transactional Data and Marketing Spend Affiliate Tracking 17 Copyright 2013, Anametrix, Inc.
    18. 18. FORECASTING Historical revenue numbers, historical promotion calendars, and common calendar events used to fit time-series model Proposed promotion calendar for the next month included in order to forecast next month’s expected daily net revenue Copyright 2013, Anametrix, Inc.
    19. 19. FORECASTING: PRODUCT & CUSTOMER TYPES Forecasts by ─ Purchase types: discounted and nondiscounted ─ Product categories: books, cards, prints, and others Examine revenue trends by decomposition ─ Purchase type: discount trend varies greatly, small changes for non-discount ─ Product category: large, rapid changes for books & prints, variability for all others together is moderate Actual Forecast Non-discounted Discounted January February March Actual Forecast Card Print Other Book January February March Copyright 2013, Anametrix, Inc.
    20. 20. FORECASTING: CUSTOMER ACQUISITION Project expected number of New and Repeat customers Customers 2014 Revenue / Customer Multiply and add to compute total expected revenue for the next 12 months Define target revenue for the next 12 months Compare expected revenue and target revenue; compute target numbers for: ─ New customers ─ Repeat customers Repeat New Repeat Jan n1 r1 x1 Feb n2 r2 x2 y2 Mar n3 r3 x3 y3 Apr n4 r4 x4 y4 May n5 r5 x5 y5 Jun n6 r6 x6 y6 Jul n7 r7 x7 y7 n8 r8 x8 y8 Sep n9 r9 x9 y9 Oct n10 r10 x10 y10 Nov n11 r11 x11 y11 Dec n12 r12 x12 New Repeat Revenue y1 Aug Project expected Revenue per Customer New Revenue Total y12 Total Target Revenue for 12 Months Defined by Retailer Copyright 2013, Anametrix, Inc.
    21. 21. FORECASTING: REVENUE STREAMS Projected view shows predicted values for new/repeat customers, revenue per customer and total revenue 2014 Customers Revenue / Customer Revenue Revenue Based on the revenue target of 1,500,000 optimization finds required number of additional new & repeat customers 2014 Customers Revenue / Customer Revenue Revenue New Repeat New Repeat New Repeat Total Jan 1,120 3,138 29 28 32,480 87,864 120,344 75,350 Feb 770 3,370 19 22 14,630 74,140 88,770 25,650 33,750 Mar 630 1842 18 19 11,340 34,998 46,338 14,950 74,000 88,950 Apr 910 4,270 23 20 20,930 85,400 106,330 21 10,450 44,100 54,550 May 770 2,725 19 21 14,630 57,225 71,855 22 21 9,900 50,400 60,300 Jun 630 3061 22 21 13,860 64,281 78,141 2,850 22 23 13,200 65,550 78,750 Jul 840 3,552 22 23 18,480 81,696 100,176 3,100 21 21 11,550 65,100 76,650 Aug 770 3,824 21 21 16,170 80,304 96,474 700 3,102 19 21 13,300 65,142 78,442 62,031 76,521 New Repeat New Repeat New Repeat Total Jan 800 2,850 29 28 23,200 79,800 103,000 Feb 550 2,950 19 22 10,450 64,900 Mar 450 1350 18 19 8,100 Apr 650 3,700 23 20 May 550 2,100 19 Jun 450 2400 Jul 600 Aug 550 Sep 500 2,350 19 21 9,500 49,350 58,850 Sep Oct 450 1900 23 23 10,350 43,700 54,050 Oct 630 2697 23 23 14,490 2,240 6,517 31 30 69,440 195,510 264,950 2,170 9,682 33 31 71,610 300,142 371,752 Nov 1,600 5,400 31 30 49,600 162,000 211,600 Nov Dec 1,550 8,100 33 31 51,150 251,100 302,250 Dec Expected Revenue 12 Months New Expected Revenue 12 Months 1,198,050 1,500,093 Copyright 2013, Anametrix, Inc.
    22. 22. CONVERGE INTO A “LEVER” MODEL Customer Management Category Management New Pricing # Customers Repeat Product Mix New # Orders Repeat Total Revenue $X Material Margin $Y CoGS Refund Rate New AOV Repeat Copyright 2013, Anametrix, Inc.
    23. 23. REAL-TIME MARKETING ANALYTICS OWNED MEDIA OPTIMIZE SOCIAL MEDIA PREDICT PAID MEDIA DISCOVER REFERENCE VISUALIZE CORPORATE Copyright 2013, Anametrix, Inc.
    24. 24. THANK YOU Pelin Thorogood CEO Pelin@anametrix.com www.anametrix.com 24 Copyright 2013, Anametrix, Inc.

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