Leveraging Data and Analytics for Your
Marketing Strategy
JesseHarriott,Ph.D.
ChiefAnalyticsOfficer,ConstantContact
DaveKr...
Agenda
• Importance of Analytics
• Challenge From Within
• Stages of Analytical Companies
• Analytics Success Pillars
• Wh...
Source: 2013 SMB Insights Brand Study published by The Business Journals
Copyright © 2013 Constant Contact Inc. 5
Coaching...
A Short Story of Analytics…
Importance of
• “It’s the economy, stupid”
• Intense competition
• People becoming more fickle, loyalty elusive
• Volume o...
Challenge from Within
• Weak Executive Sponsorship
• Failure to Align Analytics Priorities with Corporate
Priorities
• Wea...
Five Stages of Analytical Companies
9
Source: Davenport and Harris, Competing on Analytics, 2007
Stage 1
Analytically Impa...
Analytics Success Pillars
Key Ingredients for
Effective Analytics
– Meaning
– Context
– Predictive
– Bias towards action
(generate revenue, save
cos...
Who Cares About Data?
Thank You!
Backup
Big (and little) Data
• Variety, Volume and Velocity
• Let’s not forget about the little data
• Data analysis is the bigge...
Future of Analytics
• Data become less valuable
• Predictive becomes the new standard
• Social computing becomes essential...
#MITXData "Leveraging Data and Analytics for Your Marketing Strategy" presented by Constant Contact and Care.com
#MITXData "Leveraging Data and Analytics for Your Marketing Strategy" presented by Constant Contact and Care.com
#MITXData "Leveraging Data and Analytics for Your Marketing Strategy" presented by Constant Contact and Care.com
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#MITXData "Leveraging Data and Analytics for Your Marketing Strategy" presented by Constant Contact and Care.com

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-Jesse Harriott, Ph.D., Chief Analytics Officer, Constant Contact
-Dave Krupinksi, Co-Founder & Chief Technology Officer, Care.com

You may remember the days before the Web, social media, mobile, and Big Data. Instinct was a prized business characteristic and it, rather than data, drove many corporate marketing decisions.Companies now say that they are "data-driven" and only make quantitative marketing decisions. But these same companies are also overwhelmed by the sheer volume of data at their disposal and how to best analyze it to shape critical marketing questions. The issue today is not the lack of data, but rather how to prioritize, access, and use data in real time so it has the greatest impact on your business.

During this opening keynote, two top analytic leaders from major brands, Constant Contact and Care.com, will share best practices and proven strategies for incorporating analytics into your marketing strategy. Join Jesse Harriott, Chief Analytics Officer at Constant Contact, and Dave Krupinski, Co-founder and Chief Technology Officer at Care.com, as they discuss strategies to leverage data and analytics tools to inform marketing decisions and realize substantial ROI.

Published in: Business, Technology
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#MITXData "Leveraging Data and Analytics for Your Marketing Strategy" presented by Constant Contact and Care.com

  1. 1. Leveraging Data and Analytics for Your Marketing Strategy JesseHarriott,Ph.D. ChiefAnalyticsOfficer,ConstantContact DaveKrupinski CTOandCo-Founder,Care.com
  2. 2. Agenda • Importance of Analytics • Challenge From Within • Stages of Analytical Companies • Analytics Success Pillars • Who Cares About Data?
  3. 3. Source: 2013 SMB Insights Brand Study published by The Business Journals Copyright © 2013 Constant Contact Inc. 5 Coaching Customer Success KnowHow Great, Easy-to-Use Products Constant Contact facilitates 40+ billion customer engagement opportunities for 500K+ customers each year across social, mobile and email marketing $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 Q3 '07 Q1 '08 Q3 '08 Q1 '09 Q3 '09 Q1 '10 Q3 '10 Q1 '11 Q3 '11 Q1 '12 Q3 '12 Q1'13 Quarterly Revenue ($000) Q3 2007 – Q2 2013
  4. 4. A Short Story of Analytics…
  5. 5. Importance of • “It’s the economy, stupid” • Intense competition • People becoming more fickle, loyalty elusive • Volume of advertising messages increasing
  6. 6. Challenge from Within • Weak Executive Sponsorship • Failure to Align Analytics Priorities with Corporate Priorities • Weak alignment from Technology Support Function • Lack of Formal Data Governance • Weak Alignment of Existing Analytical Resources
  7. 7. Five Stages of Analytical Companies 9 Source: Davenport and Harris, Competing on Analytics, 2007 Stage 1 Analytically Impaired Stage 3 Analytical Aspirations Stage 2 Localized Analytics Stage 4 Analytical Companies Stage 5 Analytical Competitors
  8. 8. Analytics Success Pillars
  9. 9. Key Ingredients for Effective Analytics – Meaning – Context – Predictive – Bias towards action (generate revenue, save costs) – Communication
  10. 10. Who Cares About Data?
  11. 11. Thank You!
  12. 12. Backup
  13. 13. Big (and little) Data • Variety, Volume and Velocity • Let’s not forget about the little data • Data analysis is the biggest hurdle to action • Customer Knowledge Framework
  14. 14. Future of Analytics • Data become less valuable • Predictive becomes the new standard • Social computing becomes essential • Advances in machine learning are made • Traditional data models evolve • Analytics becomes more accessible to the non-analyst • Data science becomes a specialized department • Human-centered computing becomes part of everyday life • Analytics helps solve social problems • There is a location-based data explosion • A data privacy backlash occurs

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