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Why Marketers Need Data to Survive
 

Why Marketers Need Data to Survive

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    Why Marketers Need Data to Survive Why Marketers Need Data to Survive Presentation Transcript

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