Marketing Performance Management Overview

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Overview of Kneebone's Marketing Performance Management solution helping marketers increase marketing effectiveness through better tracking and measurement.

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  • Provides a unified view of:Marketing Investments [DWH, Media, Digital, Communications, etc.] And Performance Data [Transactions, Sales, Web Hits, Units Sold, Other KPIs]Analyze Cost and PerformanceMarketing Event Level OR product, branch, channel levelsPerform test and learns faster (Champion/Challenger)Plan PerformanceUnderstand the past to plan scenarios for future marketing spend
  • Provides a unified view of:Marketing Investments [DWH, Media, Digital, Communications, etc.] And Performance Data [Transactions, Sales, Web Hits, Units Sold, Other KPIs]Analyze Cost and PerformanceMarketing Event Level OR product, branch, channel levelsPerform test and learns faster (Champion/Challenger)Plan PerformanceUnderstand the past to plan scenarios for future marketing spend
  • Marketing Performance Management Overview

    1. 1. Kneebone Inc. Introduction March 2012 © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    2. 2. • Is Marketing impacting Business Performance? © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    3. 3.  Now, Marketers can…  Have a unified view of Traditional and Digital marketing investments with business performance data on a single platform  Be able to analyze cost and see a history of performance (marketing memory)  Plan future performance through scenarios or test and learns © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    4. 4.  This can be done through a Software-as-a-Service (Cloud) Cross-Marketing Performance Technology that includes:  Proprietary Data Model [all data, ETL, customized business rules, normalized timelines, drill anywhere anytime, event level]  Kneebone Performance Algorithm [historical average at the event level to easily visualize performance]  Advance Visualization Technology [dashboards, reports, blocking charts] © 2012 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    5. 5. Cross Industry Platform © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    6. 6. *Kneebone 3.0 Key Technology Assets A Software-as-a-Service (Cloud) Cross-Marketing Performance Technology that is custom configured for Marketers using  Proprietary Data Model [all data, ETL, normalized timelines, drill anywhere anytime, event level]  Kneebone Performance Algorithm [historical average at the event level to easily visualize performance]  Advance Visualization Technology [dashboards, reports, blocking charts] So that marketers can…  Have a unified view of all marketing investments and performance data  Analyze cost and history of performance  Plan future performance *See additional information section for more 6
    7. 7. Proprietary, Universal, IndustryAgnostic, Custom-Configurable Data Model• Support growing numbers of internal and external disparate data sources – Spend Data over time • Unattributed Marketing Spend (Traditional Media) • Attributed Marketing Spend (DM, digital, etc…) – Performance Data over time • All your Key Performance Indicators – Revenue, sign ups, applications, approvals, clicks, leads, units – Industry agnostic (experience: CPG, Retail, Finance, telco, utilities, technology) © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    8. 8. Support the analysis…• Patented Performance Algorithm – Easily spot performance variances at any level – Answers, how do I normally perform given this investment/event?• Reporting & Visualization catered to Marketers – Event based marketing activities over time – Interactive Blocking charts – Visual and interactive dashboards – Collaboration © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    9. 9. A fundamental data model and applications for market insight, marketing strategy, and in-market performance. CampaignMedia Social Media Internal DWH Web Analytics Sales Data External Data Research Management VisiCogn Kneebone X-Marketing Data Pipe Kneebone Marketing Data Model Internal and External Marketing Kneebone 3.0 Platform Management Events, KPIs and Conditions Customer Specific business rules Kneebone Performance Proprietary Patented Key Performance Proprietary visualization to Proprietary ETL Algorithm to plan and run ROI promote plans and collaborate Kneebone File Transfer Format Pro See performance Plan performance Run performance © 2011 Kneebone Inc. All rights reserved. 9 Confidential. Do not copy.
    10. 10. Kneebone Value PropositionNew Capability Business ImpactNew Strategic Insight Better decision making-(KPA) Performance baselines to visualize-calculate Marketing ROI by event-view all marketing investments in 1 location Increase your KPI’s like revenue-ask new questionsInformation Consolidation and Automation-Proprietary Data Model that unifies business rules and Increase data accuracynormalizes timelines Reduce report delivery timeMarketing Performance Planning -80% less time (from weeks to days)-collaboration-do more test and learns-run more scenarios Reduce manual processesCloud Solution Reduce risk of errors-up and running in days-minimal IT involvement-no hardware management Reduce costs in marketing and IT-less data management © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    11. 11. How does this help me? • Gain new insight and make better business decisions to drive revenues EVP • scale marketing analysis team to do more Marketing • Relieve reliance on organizational memory of tenured employees • Reduce reporting cycle times Marketing • Ability to scale marketing team to perform agile analysis • Eliminate historical data adjustmentsInformation flow Directors & • Relieve reliance on organizational memory causing bottlenecks • Automate external data sources reducing manual data manipulation VP’s • Automate current manual data preparation that slows or prevents analysis Marketing • Integrate disparate data sources (internal, media, online, conditions like weather) Managers • Speed up report development time • Automate data adjustments • Like all IT departments, challenged to prioritize and service multiple stakeholders within the organization IT • IT has a finite amount of resources; Kneebone adds to support of marketing Department • External data like media, research, online, and external conditional not currently within IT domain/systems • Centralized data control vs distributed desktop/excel
    12. 12. Manager WorkGroup ProfessionalKneebone Pricing Monthly $1,100* *One time set-up $360 Monthly $5,000* *One time set-up $32,000 Monthly $20,000* *One time set-up $80,000Visualize marketing spendand results on a time scale   Kneebone PerformanceAlgorithm (KPA) - based on   your historyStandard templates thatvisualize performance   KPI – standard economicconditions (list of 15)   Total number of login users 5 10 15Dedicated Customer SuccessManager   Included Monthly Customer 2 4 8Success Team Hours    Optional   Optional Optional Data Feeds 1 – Marketing; 2 – Marketing; 2 – 5 – Marketing; 5 –(see below for options) 1 – Performance Performance; Performance; 1 – KPI 2 – KPI © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    13. 13. Visit our visual insights gallery at:http://www.kneebone.com/resources/visual-insights-gallery/ © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    14. 14. Resources• www.kneebone.com• http://www.kneebone.com/services• www.kneebone.com/blog• www.kneebone.com/resources• http://www.kneebone.com/resources/visual- insights-gallery/• Visit our solutions area for customer successes © 2011 Kneebone Inc. All rights reserved. Confidential. Do not copy.
    15. 15. The Implementation ProcessData Discovery •Data audit – identify available data into categories – what is measured – in terms of dollars and results (sales funnel), what metrics/ indicators are available (CPC, CPP, etc.) •Requirements gathering – timing, frequency of data, high level business rules, calendar structure fiscal vs. calendar, products, geo-mapping, etc. •KPA for baseline – identify performance funnel measures that are strategic business driversData Model/ ETL• Design schema/ data map based on the data audit and requirements• Receive data – QA data received, establish/ finalize business rules• Build ETL, parsing tools to extract data, and build mapping tables for data integrity• QAEducation• Fisical 101 – includes the building blocks for using Kneebone (function training of the software, cheat sheet of available fields, etc.)• Build templates/ dashboards• Ongoing training, eLearning

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