2. Housekeeping
This webinar is being recorded – the slides and recording
will be sent to you after the webinar is over
Ask you questions in the chat box – we will do a Q&A
session later
Feel free to tweet during the session!
– #mktgnation
– @spierini
– @michaelstocker
5. $137.5B
In digital advertising spent in 2014
We are spending a lot of money on
digital advertising
Source: eMarketer, October 2014
6. “82.2% of marketers do
not have the ability to
measure cross-channel
performance or return
on investment.”
Laurie Sullivan
Multichannel Marketing
7. The Digital Marketing Challenges
Dealing with Fragmented Tools & Data Silos
Limited Visibility into the Customer Journey
No Ability to Measure Cross-Channel
– No Digital Marketing Effort ROI
– No Customer Lifetime Value
– Lack of Lifecycle Marketing
“82.2% of marketers do
not have the ability to
measure cross-channel
performance or return
on investment.”
Laurie Sullivan
Multichannel Marketing
8. 60%* of the Customer Journey occurs
before they have spoken to sales
*Corporate Executive Board
10. Where to begin?…
Anonymous Customer Acquisition
provides deep insights across the
customer journey by measuring
cross-channel cost and performance
Tracking:
All Digital Channels
Attribution:
Multi-touch Conversion Attribution
Optimization:
Performance Targeting
Integration:
Mktg Automation, Search, Display, etc.
11. Anonymous Customer Acquisition
Tracking, Attribution, Optimization & Integration
Mobile
Display
Video
Social
Search
Shopping
Affiliate
Engagement
Anonymous Customer
Acquisition
17. Now add in the Cost Per Acquisition
Cost Per
Acquisition
Life-Time Value
18. Balancing CLV and CPA
Track and Adjust your marketing
spend until your CPA is
optimized with your CLV
21. RedStone Federal knows that when their
customers are more engaged and upgrade their
accounts that their total customer lifetime value will
increase.
With this valuable information, RFCU can use CLTV
metrics to justify:
Additional customer acquisition
New branch openings
Customer education on new products and services
Results
RFCU has been able to create a true content
marketing strategy
Success was so overwhelming, marketing had to
slow campaign emails because of too many
conversions
In 7 weeks, the campaign hit 1/4 of annual online
revenue goals
140,000 email sends with 2,400 content downloads,
5,500 new or upgraded accounts
22. Marketing Intelligence: The Challenge & Solution
The Challenge The Solution
• Fragmented Tools & Data Silos
• Poor Visibility into
Customer Journey
• Don’t Understand Behaviors
and Context
• No Cross-Channel Measurement
• No Digital Marketing ROI
• Lack of Lifecycle Marketing
• Track the Complete Journey
• Anonymous Web Surfing
• Prospect Nurturing
• Customer Lifetime Value
• Attribution for Every Step
• Give credit as appropriate
• Don’t lose sight of the value
of each touch
• Optimize Digital Marketing
for the full, tracked cycle
23. Best Practices for Growing Customer Lifetime Value
• Customer Satisfaction
• Good Customers
• Tailor product/Offerings
• Good User Experience
• Build Habits
• Make Metric Driven
Decisions
24. Q + A
Santi Pierini
santi@getCAKE.com
Twitter: @spierini
www.getCAKE.com
Mike Stocker
mstocker@marketo.com
Twitter: @michaelstocker
www.marketo.com