Closing the Loop: Measuring from Touch to Sale    Implementing Marketing Analytics          Business Practices            ...
This slide deck is part of a recorded webinar.      To view the FREE recording of this entire    presentation and download...
Today’s Agenda    •   Welcome and Introduction    •   Marketing Trends & Challenges    •   Measuring Marketing & Maturity ...
Introductions    Senturus, Inc.       John Peterson         Greg Herrera      Keith GoldbergCo-Founder, Chairman & COO   C...
Who is Senturus ?• Consulting firm specializing in Corporate Performance Management    – Business Intelligence and Enterpr...
A few of our 400+ Clients6
Situation    MARKETING TRENDS &    CHALLENGES7
This slide deck is part of a recorded webinar.      To view the FREE recording of this entire    presentation and download...
A Few Key Trends    • Significant growth in:       – Online marketing (CPC, banner ads, etc.)       – Online purchases    ...
The Traditional Approach     Black Box         of     Marketing10
Black Box of Marketing     Television Sponsorships                              $$$     Mailings       Print      Events11
Shining a Light          Spend         Earn           $2M         $12M12
Shining a Light             Ad #1     Spend            Earn      $1M            $10M             Ad #2     Spend          ...
The Need for Measurement     • Trend to direct marketing     • Channels to customers are fragmenting &       expanding    ...
Measurement Challenges     • Massive amounts of data (billion clicks)     • Lots of disparate “channels” and media     • D...
Solutions     MEASURING MARKETING16
The World of Online Direct Marketing                            Texts                                        Banner Ads   ...
Marketing Dashboard18
The Goal: True Closed Loop Marketing              Monitor & Analyze                                             •By custom...
What to measure                        Mktg • Outcomes vs. Activities                          Sales                      ...
This slide deck is part of a recorded webinar.       To view the FREE recording of this entire     presentation and downlo...
Where do you stand?     MARKETING ANALYTICS     MATURITY MODEL22
Marketing Analytics Maturity Model     Attributes                   Development23
Beginning Measurement     • Individual Reports, activity measurement     • “Goals” (next step not always result)24
Early Growth     • Application Reports     • Simple tie together of reports (funnel)25
Late Growth • Copy / Paste Scraping, Excel, manual tie  to results26
Mature     • Analytic System     • Tie between external campaign data and       internal data like website and order      ...
In Action     DEMONSTRATION           To view a free recoding of this demo, go to                      www.senturus.com/re...
Building     FOUNDATION FOR THE     FUTURE29
Future • New Channels/       • Time of Day   Partners            • Increasing or • External Data         Diminishing Retur...
Summary     • Online marketing use and value is growing       significantly        – Yet measurement tools lag far behind ...
Next Steps      For a free assessment of your Marketing      Analytics, please contact :      Keith Goldberg, Practice Dir...
Linking actions to outcomes – The Funnel                              Target Market       Awareness (Prospect)Consideratio...
Challenge- Crossing the Divide                              Target Market       Awareness (Prospect)Consideration (Opportu...
This slide deck is part of a recorded webinar.       To view the FREE recording of this entire     presentation and downlo...
Contact Senturus                   Senturus, Inc                www.senturus.com               sales@senturus.com         ...
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Implementing Marketing Analytics Business Practices

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Learn how to use technology to improve your ability to measure and implement direct marketing campaigns for greater impact and ROI. From optimizing spend to justifying budgets, an organization needs to understand the effect of each and every directing marketing campaign. This webinar addresses:

• Why measurement is critical to successful direct marketing campaigns
• Common mistakes in determining what to measure
• Solutions for developing a direct marketing analysis maturity model
• Determining where your organization falls within the direct marketing analysis maturity model
• How to improve your direct marketing results

See a demonstration of how to use technology to achieve true closed loop marketing that measures from touch to sale.

This slide deck is part of a recorded Senturus webinar, "Implementing Marketing Analytics Business Practices.” To view the free recording of this entire presentation and download the slide deck, visit www.senturus.com. You will find this and many other webinars and resources about IBM Cognos Business Intelligence and related topics.

Senturus designs and builds Business Intelligence systems to enable executives to better run their businesses. Since 2001, Senturus has delivered over 1400 projects to 650+ clients in a breadth of industries and applications.

Published in: Technology, Business
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Transcript of "Implementing Marketing Analytics Business Practices"

  1. 1. Closing the Loop: Measuring from Touch to Sale Implementing Marketing Analytics Business Practices www.Senturus.com Helping Companies Learn From the Past, Manage the1 Present and Shape the Future
  2. 2. This slide deck is part of a recorded webinar. To view the FREE recording of this entire presentation and download the slide deck, go to www.senturus.com/recorded-webinars.php You will find this—and many other recorded webinars-- under the “Business Intelligence 101”2
  3. 3. Today’s Agenda • Welcome and Introduction • Marketing Trends & Challenges • Measuring Marketing & Maturity Model • Demonstration • Foundation for the Future • Next Steps • Upcoming Events & Resources • Q&A3
  4. 4. Introductions Senturus, Inc. John Peterson Greg Herrera Keith GoldbergCo-Founder, Chairman & COO Co-Founder, CEO Practice Director, Marketing Analytics4
  5. 5. Who is Senturus ?• Consulting firm specializing in Corporate Performance Management – Business Intelligence and Enterprise Planning – Platform-independent• Solution & Service Offerings – Complete project implementations – Assessment and Roadmap consultations – Upgrade & Support packages – Staff augmentation – Training: • Classroom, Onsite, Remote, Mentoring, Workshops & Webinars • Led by professional trainers and seasoned consultants5
  6. 6. A few of our 400+ Clients6
  7. 7. Situation MARKETING TRENDS & CHALLENGES7
  8. 8. This slide deck is part of a recorded webinar. To view the FREE recording of this entire presentation and download the slide deck, go to www.senturus.com/recorded-webinars.php You will find this—and many other recorded webinars-- under the “Business Intelligence 101”8
  9. 9. A Few Key Trends • Significant growth in: – Online marketing (CPC, banner ads, etc.) – Online purchases – Marketing operations/automation • Google Adwords keyword cost sky-rocketing • Websites overhauled for organic Search Engine Optimization ROI • Declining pull of traditional media • Competitors born on Web 2.09
  10. 10. The Traditional Approach Black Box of Marketing10
  11. 11. Black Box of Marketing Television Sponsorships $$$ Mailings Print Events11
  12. 12. Shining a Light Spend Earn $2M $12M12
  13. 13. Shining a Light Ad #1 Spend Earn $1M $10M Ad #2 Spend Earn $1M $2M13
  14. 14. The Need for Measurement • Trend to direct marketing • Channels to customers are fragmenting & expanding – web, email, text, mobile, social, etc. • Early stage has costs all over the board; optimization becoming more critical • Competitive pressure14
  15. 15. Measurement Challenges • Massive amounts of data (billion clicks) • Lots of disparate “channels” and media • Difficult to tie to business outcomes – Example: Revenue or margin • Must be timely and automatic • Need to slice, dice and drill-down15
  16. 16. Solutions MEASURING MARKETING16
  17. 17. The World of Online Direct Marketing Texts Banner Ads Google Mobile Adwords Misc Media Email Yahoo/Bing Salesforce.com Order Web Site Mgmt ERP17
  18. 18. Marketing Dashboard18
  19. 19. The Goal: True Closed Loop Marketing Monitor & Analyze •By customer •By segment Spend $X •By channel Obtain $Y on •By product in revenue Content & •By campaign & margin •By ad Channel •By placement •By page •Etc. Adjust, Stop or Repeat19
  20. 20. What to measure Mktg • Outcomes vs. Activities Sales External Internal20
  21. 21. This slide deck is part of a recorded webinar. To view the FREE recording of this entire presentation and download the slide deck, go to www.senturus.com/recorded-webinars.php You will find this—and many other recorded webinars-- under the “Business Intelligence 101”21
  22. 22. Where do you stand? MARKETING ANALYTICS MATURITY MODEL22
  23. 23. Marketing Analytics Maturity Model Attributes Development23
  24. 24. Beginning Measurement • Individual Reports, activity measurement • “Goals” (next step not always result)24
  25. 25. Early Growth • Application Reports • Simple tie together of reports (funnel)25
  26. 26. Late Growth • Copy / Paste Scraping, Excel, manual tie to results26
  27. 27. Mature • Analytic System • Tie between external campaign data and internal data like website and order management27
  28. 28. In Action DEMONSTRATION To view a free recoding of this demo, go to www.senturus.com/recorded-webinars.php You will find this recording under the Business Intelligence 101 section. It is entitled as mproving your marketing ROI.28
  29. 29. Building FOUNDATION FOR THE FUTURE29
  30. 30. Future • New Channels/ • Time of Day Partners • Increasing or • External Data Diminishing Returns • Returning vs. New30
  31. 31. Summary • Online marketing use and value is growing significantly – Yet measurement tools lag far behind • Closed loop analysis is finally possible – Data & tools exist • Difficult and suboptimal to handle manually • Extremely high ROI • Even if you aren’t doing it, it’s likely your competitors are31
  32. 32. Next Steps For a free assessment of your Marketing Analytics, please contact : Keith Goldberg, Practice Director: kgoldberg@senturus.com To request a soft copy of this presentation, please contact: sales@senturus.com32
  33. 33. Linking actions to outcomes – The Funnel Target Market Awareness (Prospect)Consideration (Opportunity) Preference (Qualified Lead) Loyalty (Repeat) Action (Customer)33
  34. 34. Challenge- Crossing the Divide Target Market Awareness (Prospect)Consideration (Opportunity) External Systems Preference Internal Systems (Qualified Lead) Action (Customer)34
  35. 35. This slide deck is part of a recorded webinar. To view the FREE recording of this entire presentation and download the slide deck, go to www.senturus.com/recorded-webinars.php You will find this—and many other recorded webinars-- under the “Business Intelligence 101”35
  36. 36. Contact Senturus Senturus, Inc www.senturus.com sales@senturus.com 888-601-601036
  37. 37. 37

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