Why Marketers Need Data to Survive

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Why Marketers Need Data to Survive

  1. 1. Justify Your Existence:Why Marketers Need Data to Survive<br />7900 Westpark Drive, Suite T107 McLean, VA 22102 | www.logixml.com<br />
  2. 2. Agenda<br /><ul><li>Introduction
  3. 3. The Marketer’s Lament
  4. 4. What’s it like out there? – Survey Results
  5. 5. Why is this so hard? – Challenges to Reporting on Marketing
  6. 6. It doesn’t have to be like this – Dashboard Demo
  7. 7. About this Solution – Shameless Self-Promotion
  8. 8. Wrap Up and Q&A</li></ul>2<br />
  9. 9. Who Are These Guys?<br />LogiXML provides an easy to use technology that allows businesses to create and share dashboards and reports with their employees and customers<br />
  10. 10. LogiXML - Who Are These Guys?<br /><ul><li>HQ in Northern Virginia
  11. 11. Founded in 2000
  12. 12. Over 500 Customers worldwide
  13. 13. Recognized by Inc. 500
  14. 14. Fastest growing companies
  15. 15. Top 25 Software Vendor
  16. 16. Over 60% year-over-year growth in 2010</li></li></ul><li>Introduction – The Marketer’s Lament<br />“The average tenure of a chief marketing officer is 23 months.”<br />- Steve Rubelquoting a study from Spencer Stuart<br />5<br />
  17. 17. Why don’t they love us?<br /><ul><li>The last people we market to are the ones inside the building
  18. 18. People primarily see the costs of marketing
  19. 19. Few fully comprehend the scope of activities
  20. 20. Until you prove how and how much you contribute, your value will be questioned</li></ul>6<br />
  21. 21. Marketing Effectiveness Survey<br />Implemented during fall 2010<br />112 respondents<br />Marketing professionals<br />Broad industry distribution<br />Objective: understand the breadth and depth of reporting problems that marketers face<br />7<br />
  22. 22. Company Size: Number of Employees<br />8<br />
  23. 23. Agency vs. Marketing Department<br />9<br />
  24. 24. Marketing Budget as % of Total Budget<br />10<br />
  25. 25. Marketing Budget as % of Total Budget<br />This is a lot of money…<br />11<br />
  26. 26. % of Marketing Budget<br />12<br />
  27. 27. Sales Leads Sources<br />13<br />
  28. 28. Sales Leads Sources<br />The payoff is coming from a lot of different places…<br />14<br />
  29. 29. Popularity of All Marketing Tactics<br />15<br />
  30. 30. Popularity of All Marketing Tactics<br />These places need a lot of different tactics…<br />16<br />
  31. 31. Popularity of Social Media Tactics<br />17<br />
  32. 32. Popularity of Social Media Tactics<br />The number of tactics is growing…<br />18<br />
  33. 33. ROI Estimates by Activity<br />Good<br />Fair<br />Very Good<br />Poor<br />Very Poor<br />19<br />
  34. 34. ROI Estimates by Activity<br />Good<br />Fair<br />Very Good<br />Poor<br />Very Poor<br />BUT…<br />49% of respondents saidthey aren’t able to calculate ROI at all!<br />20<br />
  35. 35. Top 10 Email/Marketing Automation Tools<br />Constant Contact<br />CheetahMail<br />Exact Target<br />Eloqua<br />Hubspot<br />iContact<br />Marketo<br />LoopFuse<br />eWebber<br />Brainshark<br />21<br />
  36. 36. Top 10 Email/Marketing Automation Tools<br />Maybe we should use our marketing automation system…<br />Constant Contact<br />CheetahMail<br />Exact Target<br />Eloqua<br />Hubspot<br />iContact<br />Marketo<br />LoopFuse<br />eWebber<br />Brainshark<br />22<br />
  37. 37. How is Performance Measured?<br />23<br />
  38. 38. How is Performance Measured?<br />But why aren’t we using our marketing automation systems?<br />24<br />
  39. 39. Challenges in Measuring Performance<br />25<br />
  40. 40. Challenges in Measuring Performance<br />Oh, that’s why…<br />26<br />
  41. 41. Conclusions and Observations<br /><ul><li>That’s a lot of money…
  42. 42. The payoff is coming from a lot of different places…
  43. 43. Thos places need a lot of different tactics…
  44. 44. The number of tactics is growing…
  45. 45. Most of us can’t calculate ROI…
  46. 46. Our marketing automation systems aren’t helping us report…
  47. 47. We cant get all the data in one place easily and reliably …</li></ul>27<br />
  48. 48. Conclusions and Observations<br /><ul><li>Manual data collection and Excel wizardry very inefficient
  49. 49. Less likely to implement regular testing
  50. 50. Focus on metrics that are easy to get, not the right ones
  51. 51. Almost impossible to calculate ROI
  52. 52. Confusing marketing vs. sales success (and failure)</li></ul>28<br />
  53. 53. There Must Be a Better Way…<br /><ul><li>A marketing dashboard template that connects to all of the common data sources
  54. 54. Metrics that measure your success
  55. 55. Interactive charts and visualizations to help you understand your data
  56. 56. Optimized for internal and external views to accommodate agencies and marketing departments</li></ul>29<br />
  57. 57. Marketing Dashboard Demo<br />30<br />
  58. 58. Benefits of Marketing Dashboard<br /><ul><li>Prove your value
  59. 59. Clearly report results to all stakeholders
  60. 60. Track progress towards milestones
  61. 61. Calculate ROI
  62. 62. Apples-to-apples comparison
  63. 63. Less time gathering data,more time making better decisions
  64. 64. Connect all of your marketing systems together
  65. 65. See all of the relevant data on one screen
  66. 66. Automated process: don’t have to pull tons of Excel files every time you want to analyze your data</li></ul>31<br />
  67. 67. Dana Communications<br />“The biggest issue for our clients is that they needed one place that could aggregate all the different sources of data—and then be able to decipher what it all meant. Being able to provide our clients with a graphical depiction of what is working illustrates our ROI while adding value to the relationship.”<br />-Eric Welsh, Director of Interactive Marketing<br />32<br />
  68. 68. The Marketing Store<br />“Time reporting on measurements and results is so critical for marketing functions. We can now provide faster turnaround on ad hoc data to help plan and execute different marketing tactics.”<br />-Margaret Ngai, Technical Director<br />33<br />
  69. 69. About This Solution<br /><ul><li>Connects to any data source or data model
  70. 70. Online services (Google Analytics, Google Adwords, Salesforce, Twitter, etc.)
  71. 71. Marketing automation software (Marketo, Eloqua, etc.)
  72. 72. Databases (Omniture, SQL, etc.)
  73. 73. Flat files (Excel, etc.)
  74. 74. Easy to Use, Highly Interactive
  75. 75. No technical expertise or training necessary
  76. 76. Ability for end users to do their own analysis
  77. 77. Easy to share reports with coworkers, clients, partners, etc. via link
  78. 78. Actionable Data to Improve Marketing Operations
  79. 79. Data presented exactly how you want it so you can understand your data
  80. 80. KPIs, alerts, and report schedules for smart decision-making</li></ul>34<br />
  81. 81. Thank You<br />LogiXML<br />http://www.logixml.com<br />For more information, contact: <br />Lauren Blackwood, Product Specialist<br />lauren.blackwood@logixml.com<br />35<br />
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