Marketing By the Numbers for the 21st Century - David Kohls

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  • 1. By The NumbersMarketing in the 21st Century David KohlsKohlsConsulting@gmail.com
  • 2. Monthly web traffic 25000 20000 15000Petabytes Internet Mobile 10000 5000 0 2005 2007 2009 2011
  • 3. Business Insider
  • 4. The Objective of Marketing• Marketing aligns your brand with the largest market segments in which you have an advantage and targets promotions – Brand – a promise of value (that your core competence can fulfill) – Market segment – personae with a need where you can deliver a product or service – Advantage – your differentiation so you don’t compete on price alone
  • 5. The good news• Moore’s law• Your potential customers can self-educate 24/7 from anywhere• You can learn more about customers than ever before through Business Intelligence• Social can lower your support costs and enhance virality
  • 6. The bad news• Moore’s Law• Your potential customers can self-educate 24/7 from anywhere• Data accumulates much faster than it can be analyzed … for now• Business Intelligence has only 4% penetration• Social means that messaging about your brand can easily get out of control
  • 7. The really bad news• Moore’s law and free trade = nowhere to hide• Product life cycles get shorter• Differentiation gets harder• Linearity is disappearing – Traditional market forecasting is in trouble• The bear is coming
  • 8. Analytics at its best• Imprecise indicators of trends• Indicators of actions to take• Use A/B testing for continuous refinement – Tweak and retweak – Pay attention to timing• Report using the language of stakeholders• Track ROI of analytics to justify efforts
  • 9. Marketing Then and Now• Revenue generation: • Revenue generation: Marketing 30% Marketing 70% Sales 70% Sales 30%• 3 to 5 ad impressions • More than 10 impressions per per conversion conversion• You control the • You try to track the messaging messaging• A persona is an idea • A persona is a segment that you can target
  • 10. The Google Perspective• Return on Analytics is the improvement in marketing revenue due to analytics• Zero moment of Truth – prospects need over 10 exposures before they first convert and buy a product – you need to track and measure to know how to build sales. – ‘Micro-conversions’ – exposures before the ‘macro-conversion’
  • 11. Data Sources• Structured data • Unstructured Data – E-mail responses – Blogs – Web logs – Tweets – Forms – Articles – Client records – Social likes/comments – Affiliate records – Rating sites – Mobile Applications – Video – Response forms – Images – Tracking cookies
  • 12. Typical Web Analytics• Make sure all of your pages are tracking• Model your funnel• Define your goals• Identify your Key Performance Indicators• Identify historic baselines for KPIs• Use a dashboard to monitor actuals vs baselines
  • 13. Market Evolution Examples• Marketing automation – RocketFuel – Use artificial intelligence to tweak your marketing programs for you in real time• BI Services – adding in the unstructured data – Infinigraph – rate your campaigns and brands based on sentiment on Twitter, Facebook etc.
  • 14. By the NumbersAn unconference presentation 3/30/2013 David KohlsKohlsConsulting@gmail.com