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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
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
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
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
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
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
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’
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
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
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.
By the NumbersAn unconference presentation 3/30/2013 David KohlsKohlsConsulting@gmail.com