Don't be overwhelmed by Data and analytics - Learn how to put marketing data to work to gain valuable customer insights

1. Let the Data Be Your Guide
How to put data to work to gain valuable customer insight

2. "To measure is to know.”
- Lord Kelvin

3. Steve Riegel
Founder, Director of Insights
Sociographic
+ Father of twins
Psychographic +
+
Expertise in data analysis
Likes to make lists of three
Demographic + Entrepreneur
+ Heavy Internet user
+ Male + Hockey fan/player
+ 35-55
+ Homeowner

4. 5 Clients
Faction Media at a glance Fortune 500
6 Years Old
Faction Media was founded on the
+ + + principles of digital marketing: + + +
(Started 2005)
know your audience, value their time,
50 Employees
and use data to repeat success.
(and counting)
Headquartered in
Denver
Thought Leadership
Partners are active in local and
110 Awards
Results-based
$12
national organizations, serve as judges
With an office in
Phoenix
in marketing competitions and
contribute to industry publications.
Million
Annual Billing
Technology
Partners

5. WHY OUR JOBS ARE GETTING
MORE COMPLEX EVERY YEAR

6. SMARTPHONE
LAPTOP
DESKTOP
TABLET
TWITTER
SITES: 3.3 MILLION LINKEDIN SITES: 346 MILLION
YOUTUBE
FACEBOOK
WEB APPS
HTML5
JAVASCRIPT
HTML 2
XML
AJAX
CSS3
1994
2005
2012
THE CHALLENGE: KEEPING UP WITH THE DATA EXPLOSION
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7. NPR SHOWS MORE ONLINE DATA IS CREATED EVERY MINUTE
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8. OVERWHELMED BY DATA?
YOU ARE NOT ALONE...
A survey of marketing leaders by CMO.com and
Adobe in 2012 found that just 20% had full
confidence in their ability to perform these
basic tasks:
+ Measure overall campaign effectiveness
+ Allocate budget with ROI in mind
+ Communicate performance to C-level executives

9. Analytics should do more than inform
your business.
They should transform your business.
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10. LET’S REVIEW THE BASICS OF ANALYTICS
TEST MEASURE MODIFY
(AND REPEAT)

11. GETTING STARTED

12. DEFINE ‘TRUE’ BUSINESS GOALS
Before you ever launch a campaign, you need clear
answers to these questions:
1) Who is your audience?
2) What do you want them to do?
3) How will you measure success?
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13. WHO IS YOUR AUDIENCE?
IDENTIFY VALUE & VOICE THROUGH PERSONAS
C-LEVEL IT IT MANAGERS LINE-OF-BUSINESS END USERS
TRADITIONAL INFLUENCE CHAIN
TODAY’S INFLUENCE CHAIN
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14. WHAT DO YOU WANT YOUR AUDIENCE TO DO?
IDENTIFY MEASUREMENT AROUND WHAT WE MAY KNOW
Move beyond reporting on impressions, clicks and leads.
Take time to think inside these boxes.
SEGMENTATION ACQUISITION ENGAGEMENT RETENTION
Who are they? How did they get there? What did they do? Did they come back?
The “Graphics”: Traffic drivers: Event Based: Repeatables:
Geo, Demo, Search, Display, Social, Video, Download, Loyalty programs,
Pyscho, Techno, Campaigns, Email, etc. Consume, Register, Visit/sales intervals
Audience, Logged in, Navigate Multi-touch
etc.

15. HOW WILL YOU MEASURE SUCCESS?
SETTING UP REPORTING
1) Define your key performance indicators (KPIs)
2) Determine how you will define success (what to measure against)
3) Decide how results will be reported (to whom, when, where, how often)
Key Business Goals Key Audience Success Event KPIs
Decrease customer Drive customers to 1) Customer survey scores
Current Clients self service 2) Download ratios
support costs
documents
Drive leads to
Increase sales 1) Conversion Rate
Potential Clients registration
opportunities 2) Campaign Bounce Rate
conformation

16. DURING CAMPAIGN

17. Don’t just report data. Be a change agent.
Fundamentals of change
+ Get visual Siren
Political Number
Data is everywhere, make it easy to consume Skills Cruncher
with dashboards Change
Agent
+ Do the math
Rate your success on as many facets of the Leader Analyst
campaign as possible
+ Act on data Business
Acumen
Make small changes, but don’t day trade
“Be the ball, Danny”
Caddyshack

18. GET VISUAL
CUT THROUGH THE CLUTTER
For every campaign, get a dashboard to:
+ Segment your audiences
+ Identify the who/what/where/when
+ Look for unexpected in the how/why
and dive in deeper when you see it
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19. DO THE MATH
BEHAVIOR MEASUREMENT
Business Links
Assign relative values to website actions: Business Contacts
Business Engagements
XcelEnergy $5
+ Set values for major campaign goals Success Stories $3
Switch to RBN $1
Contact Us $10
Video Gallery $3
EnergyStar $1
Mail to $10
+ Set values for site activity and other success Downloads $3 State Agencies $1
Small Biz Registration $10 Quick Tool Launch
EE $3 Social connect/links $1
elements (report by traffic drivers, campaign NM Cooing Registration $10 Download Submit
CO $2
elements, key visitors, segments, etc.) CO Cooling Registration $10
Small Biz Reg Form Visit $5
+ Compare value per visitor by each tactic, invest
in those that work best
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20. ACT ON THE DATA
Be flexible and make Check numbers after Find out ‘why’ users do
adjustments as you go each wave what they do
by changing tactics and be prepared to with surveys driven by
based on data, offers, optimize as needed site actions
subjects lines, positions, (without getting too
paths into lead forms, carried away)
content locations, etc.

21. OPTIMIZE FOR NEXT CAMPAIGN

22. AFTER CAMPAIGN
Being insightful is...
having the perspective to articulate the
obvious and the ability to provide
meaningful direction.
+ Perform quantitative analysis
+ Do your best qualitative analysis
+ Identify successes and failures

23. AFTER CAMPAIGN
Being nimble is...
finding the right balance between
observing and acting.
+ Be reflective but responsive
+ Constantly re-evaluate your goals
+ Use data to drive organizational success

24. "There is nothing new
to be discovered...
All that remains is
more and more
precise
measurement."
- Lord Kelvin

25. THANK YOU
Steve Riegel stever@factionmedia.com
Founder, Director of Insights Twitter: @faction
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