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Be an ROI Guy (or Gal)
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Be an ROI Guy (or Gal)

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Thad Kahlow of BusinessOnline speaking at the 2014 Content Marketing Retreat, Langley, WA …

Thad Kahlow of BusinessOnline speaking at the 2014 Content Marketing Retreat, Langley, WA
"Be an ROI Guy (or Gal)"

Welcome to the alchemy of reporting returns, from dashboards and social signals, direct attribution and indirect attribution, bar graphs and pie charts to, yes, good ol' "did we make more money?" In this presentation, best practices in generating reports on content marketing activities will be share.

Published in: Marketing, Business, Technology
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  • 1. Be an ROI guy (gal) Content + Data + Customer Relationships = ROI @tkahlow @BOLoptimized
  • 2. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Why Big Data? Why now? Pace of change… + Companies: Large and small… + Industries: Old & young + Customers: b2b, b2c, male or female, rich or poor… + Change, big change…
  • 3. Greatest Company Asset… Customer Relationship Enterprise Value Paradigm
  • 4. Not Product Not IP Not Brand
  • 5. Age of the Customer “Empowered buyers, disruptive digital innovations…erase traditional competitive advantages…the next wave will come from deep customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does.”
  • 6. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   I’m Thad Kahlow @Tkahlow +  CEO BusinessOnline +  14 years Digital Marketing +  B2B/B2C High Consideration- lead to sale +  B2B Magazine Interactive Agency year +  Top Agency: 3 Consecutive years… +  Thrilled to be here today!
  • 7. Allow me to Digress…
  • 8. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   CEOs operate in a substantially more “volatile, uncertain and complex world” -IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide. CEO: New normal
  • 9. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Re-Invent Customer Relationships: + Adopt new channels to engage & stay connected with customers. + Draw more insight from data…make customer intimacy priority #1 Solution CEO “CEOs believe #1 goal is to get closer to customer” -IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.  
  • 10. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Deliver Value to Empower Customers + Digital revolution- forever changed balance of power between individual & institution Foster Lasting Connections + Cultivate meaningful relationships… throughout life cycle Capture Value, Measure Results + Justify financial results Solution CMO
  • 11. Simplify please… Why Data? Why now?
  • 12. Because… Customers have control & fundamentals have changed… Barriers to entry are minimal, competition can enter and win quickly… Customer Relationships become our largest asset Data is introduction, enabler & insight As Content Marketers… Job to create useful content that builds relationship Ultimately, measured to business outcomes
  • 13. Win with Data
  • 14. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Programs & Content that efficiently and effectively generate leads/ conversions that turn into sales… Majority of marketers do not know which programs & content produce leads/conversions that turn into sales. The Primary Marketing Challenge yet
  • 15. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Customer Journey Validated Score Attribute Personalize Close the Loop Close the Loop Attribute Success Drive Business Performance More Effective Sales Strategy Starts Data Framework
  • 16. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Map Company Buying Journey (useful content) +   +  Data  
  • 17. 18 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   SEO Digital Marketing Activities Align Customer Buying Journey EXPLORE EVALUATE PURCHASE EXPERIENCECBJ CUSTOMER CONTENT CONNECT + Video Infographic Blog/Text CFO VPM Nurture to sale Influence new Key Decision Makers CIO Social Marketing Automation Video Infographic Webinar Blog/Text VPM DMM Marketing Automation 1-1 Engagement & Nurturing Align TL to Differentiation Remarketing CRO Amplify Customer WOM Blog/Text DMM VPM Social Proof Persuasion Sharing Marketing Automation Social VideoVideo Infographic Webinar Blog/Text DMM Thought Leadership (TL) Builds Trust SEO PPC Paid Social Content Marketing Display Precision Advertising- Create Demand Create USEFUL CONTENT to solve customers specific needs Understand the needs of your CUSTOMERS throughout the CBJ SEO PPC Display CONNECT your customers with that content
  • 18. “Great marketers focus on people… their needs, behaviors, intentions, wants… Avoiding the shiny temptations of marketing solely to things – like devices, channels, technologies. Never been more critical… Staying focused on the people and motivations…marketers can catch an incredible wave of opportunity.”
  • 19. Close the Loop Step 1
  • 20. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Awareness   Engagement   Conversion   SALE   Awareness: PPC , SEO, Display, Social, Email… Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 Measured in isolation: - Single Channel to Lead : CPL - Silo Engagement: Avg page views Common Approach to Measurement
  • 21. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   “Visitorize” w/ Connected Common Key Web   Analy+cs   +  Marke+ng   Automa+on   +  CRM  
  • 22. 23 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Across Channels, Campaigns & all Content Connected Data Web  Analy+cs   Business  Systems   Channel  Data   Customer  Intelligence   +  Customer Insights drive Business Performance: +  Connect + collect data at the individual level, unearth customer insights +  Performance attribution: channels, content, distributor, offer, etc… to a sale. +  Cut what’s not working, reinvest in what is- improve ROI. +  Grow scale, efficiency and effectiveness
  • 23. 24 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Greater Business Outcomes @ Scale Data = Customer Intelligence Personalize: > Engagement & Conversions +  Website, Landing Pages, email, SMS +  CMS & Marketing Automation CMS   Self Learning Algorithm +  > Sales,> Data… +  > Outcomes w/Scale +  Customer Intelligence (DB) +  Connect + Collect individual data +  Connected Marketing Systems Sales Insights & Incentives +  Focus: “Likely to Buy” +  Alerts: Sales Prioritization Effective Advertising: > Marketing ROI +  Cut = not producing sales +  Reinvest in = sales
  • 24. 25 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   FROM: + Targeted Impressions: ~9M + CTR 1%–2.5% + CPC: Avg $1.20 + Qualified Visitors: 100ks + Lead Conversion: Avg ~7% + Cost Per Lead: $20 CPL Digital & Business Key Metrics Example A mature digital presence with Closed Loop Insights… To: +  Lead to Qualified Lead: 10% +  Lead to Sale: ~4% +  Cost Per Sale: $600/p +  AOV: $25,000 +  Sales: $20M on $1M Cost +  Marketing ROI: 2,000+% What content produced Sales?
  • 25. “…companies are seeing an average 15-18% Lift in Revenue… As result of implementing closed-loop & Optimizing” - Tina Moffett, Attribution Analysts Forrester Research
  • 26. Attribute Success Step 2
  • 27. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Type   Approach   Single Touch Assigns 100% credit to the last or first exposure ü  First/Last Touch 100%   Rules-Based Assigns credit to each interaction based on specific business rules ü  Even Weights ü  Custom Weights ü  Time Decay ü  Positioned Based Display  E-­‐Mail Search   33%   33%   33%   Statistically Driven Assigns credit to each interaction based on a data driven model ü  Regression Model ü  Probabilistic Model ü  “Validated Engagement Factors” Display  E-­‐Mail Search   27%   49%   24%   Basic                        Advanced   Primary Attribution Model Types
  • 28. Validated Engagement Factors (Statistically modeled)
  • 29. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   VEF “Historical review of past behavior… to improve future outcomes” Validated Engagement Factor 10  -­‐  100’s  Successful  Outcomes   Validated   Engagement   Model   x   =  +   Data  Collected  &  Connected  
  • 30. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Five Steps Validated Engagement Factors 3. Aggregate past (50+) clients- create statistically significant = validated Path to Success2. Determine path to success: what did prospects do before they became clients? 1. Close the Loop: Data house in order: web activity + marketing automation + CRM (sale) in Data Warehouse Closed Loop Skip?  
  • 31. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   4. Normalize Connected Data: +  Time: Analyze engagement activity over time (12mos) +  Normalize: Create a Normalized engagement score across all customers = 100 (mean) +  Analyze for Statistically Relevant Insights: Lead engagement scores > 100 Score = +  “demonstrating higher likelihood to buy” 5. Turn Insights into Business Opportunities +  Content personalization +  Remarket +  Click to chat +  Sales alerts/out reach Validated Engagement Factors Five Steps (Cont) Skip?  
  • 32. Company Attribution
  • 33. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   + Typically measured @ individual level -YET- + KNOW B2B has multiple influencers in buying journey + For Every known lead, we can have 10+ unknown visitors + Measure, analyze and optimize opportunities at the company level Company Attribution Skip?  
  • 34. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   7 vs. 173 = +24x More successful Example Individual vs. Company Skip?  
  • 35. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   0 200 400 600 800 1000 1200 1400 1600 1800 Month  1 Mo.  2 Mo.  3 Mo.  4 Mo.  5 Mo.  6 Analysts Marketing IT  Team C-­‐Level Engagement  Score Most of these stakeholders were anonymous B2B Sales Funnel Stakeholders in Buying Process Skip?  
  • 36. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   General experience Personal experience Convert Increase sales SALE   +  Someone in your role +  In your industry +  At this stage of buying journey +  Looking for to solve this specific problem +  Has found this piece of information valuable +  All based on past success events Personalize to role/need Amazon for B2B/ B2C High Consideration Skip?  
  • 37. Drive Business Performance Step 3
  • 38. 39 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   FROM: + Targeted Impressions: ~9M + CTR 1%–2.5% + CPC: Avg $1.20 + Qualified Visitors: 100ks + Lead Conversion: Avg ~7% + Cost Per Lead: $20 CPL Digital & Business Key Metrics Example A mature digital presence with Closed Loop Insights… To: +  Lead to Qualified Lead: 10% +  Lead to Sale: ~4% +  Cost Per Sale: $600/p +  AOV: $25,000 +  Sales: $20M on $1M Cost +  Marketing ROI: 2,000+%
  • 39. ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Effectiveness Sales   +  Give sales the right information to close more business in less time +  Sales alerts +  Predict who will buy in the future +  validated engagement scoring + Establishes predictable, efficient sales path that takes less time SALE ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
  • 40. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Future… Predictive Modeling
  • 41. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Thank You Data Education +  Data Maturity Model +  White Paper: Closed Loop Marketing Attribution +  Webinar: Close the Sales & Marketing Loop @tkahlow @BOLOptimized thad.kahlow@businessol.com
  • 42. @BOLoptimized
  • 43. Our Formula User Centered & Data Driven
  • 44. 46 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Framework Strategic Model   Financial   Success   Closed     Loop  Data   Solu+on   Company   Buying   Journey   Strategy  &  Plan   Digital  Marke+ng   Execu+on  &  Op+miza+on  
  • 45. 47 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Improved Business Performance Model Financial Success +  < $7,000 Cost/ SAL +  >51 SAL/Mo +  $7M Enterprise Sales/Mo +  Prove and Improve ROI
  • 46. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Customer Journey Validated Score Attribute Customize Close the Loop Close the Loop Attribute Success Drive Business Performance Greater Sales Data Solution Framework
  • 47. /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Map & Plan Company Buying Journey +   +  Data  
  • 48. ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   50 Digital Marketing Campaigns & Activities Align
  • 49. 51 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Improved Business Performance Model Financial Success (Example) +  Cost per SAL < $7K +  12 Closed Won (AOV $650k) +  Sale = $90M/yr, Costs = $12M/yr
  • 50. Closed Loop Data Solution Pillar #2
  • 51. 53 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   We Extract Insights from Data Data Solution +  We identify insights from multiple data sources to clearly communicate performance at the channel, campaign, and content level +  We let your team focus on business decisions instead of wading through low-level marketing analytics data + Focus on customer activities that sell and clearly demonstrate the impact of marketing to the bottom line
  • 52. 54 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Deep Customer Insights Connected Data Web  Analy+cs   Business  Systems   Channel  Data   Customer  Intelligence   +  Customer Insights drive Business Performance: +  Connect + collect data at the individual level, unearth customer insights +  Performance attribution: channels, content, distributor, offer, etc… to a sale. +  Cut what’s not working, reinvest in what is- improve ROI. +  Grow scale, efficiency and effectiveness
  • 53. 55 /////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////   Greater Business Outcomes @ Scale Validated Engagement Factors Effective Advertising: > Marketing ROI +  Cut = not producing sales +  Reinvest in = sales Personalize: > Engagement & Conversions +  Website, Landing Pages, email, SMS +  CMS & Marketing Automation CMS   Self Learning Algorithm +  > Sales,> Data… +  > Outcomes w/Scale +  Customer Intelligence (DB) +  Connect + Collect individual data +  Connected Marketing Systems Sales Insights & Incentives +  Focus: “Likely to Buy” +  Alerts: Sales Prioritization

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