Presentation from Cloudinno 2010 on how Performable is using the Cloud to redefine Web Analytics by focusing on People not pageviews and hits.

1. Marketing in the Cloud
David Cancel

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“In God we trust; all others must bring data.”
- W. Edwards Deming
2

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The Big Problem
3
“The average conversion rate whether
you're selling elephants or iPods.”
2%
Avinash Kaushik - Analytics Evangelist, Google

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Shift from Outbound to Inbound
didn’t fix this problem
4

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Next Shift in Marketing is Focused on
Fixing this Problem.

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The Next Paradigm Shift
9
1995 Today
Outbound
• “Visitors” not People
• Display & Search Advertising
• What’s a Conversion?
• Website
• Get more Pageviews
1st Generation

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The Next Paradigm Shift
9
1995 Today
Outbound
• “Visitors” not People
• Display & Search Advertising
• What’s a Conversion?
• Website
• Get more Pageviews
1st Generation
Inbound
• “Leads” not People
• Content Generation
• SEO Black Magic Hacks
• Convert via Brute Force
• Acquisition not Conversion
• Website + Social Media
• Get more Leads
2nd Generation

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The Next Paradigm Shift
9
1995 Today
Outbound
• “Visitors” not People
• Display & Search Advertising
• What’s a Conversion?
• Website
• Get more Pageviews
1st Generation
Inbound
• “Leads” not People
• Content Generation
• SEO Black Magic Hacks
• Convert via Brute Force
• Acquisition not Conversion
• Website + Social Media
• Get more Leads
2nd Generation
Lifecycle
• People & Customers
• The Message is the Product
• Service not Marketing
• Referrals not Affiliates
• Conversion not Acquisition
• Your Brand is Everywhere
• Get more Customers
3rd Generation

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Passionate
Company

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Passionate
Customer

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Passionate
Service

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Pillars of Lifecycle Marketing
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Relevant
Marketing
Customer
Service
Customer
Analytics
Cloud Foundation

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Increasing
Fragmentation
Internal Customer
Database

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Internal Customer
Database

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Is your Web Analytics Lifecycle Ready?

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The Goal: Happy Customers

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www.performable.com
support@performable.com
Call us: +1 (888) 268-6035