Knowledge is Power

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How how advanced data and analytics can improve subscription performance and inform marketing and product development decisions.

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Knowledge is Power

  1. 1. Knowledge is Power
  2. 2. Knowledge vs. Wisdom
  3. 3. So what is the formula?
  4. 4. Consumer Behaviour
  5. 5. Drives Data Creation
  6. 6. Which Drives Information
  7. 7. Which Drives Intelligence
  8. 8. Around Influence
  9. 9. Generating Insights
  10. 10. Which are Actionable!
  11. 11. End Result?
  12. 12. So Today: Magazine Subscriptions
  13. 13. Newsflash…
  14. 14. Well…Not Yet Anyway!
  15. 15. Who are Your Most Profitable Customers?
  16. 16. What do they Like & Dislike?
  17. 17. Old Media: Fewer Choices
  18. 18. New Media: More Choices
  19. 19. Today’s Media: Don’t Have A Choice
  20. 20. New Buying Process: More Tasks
  21. 21. New Devices: More Consumption
  22. 22. New Expectations: More Pressure
  23. 23. Old Processes
  24. 24. Old Print Metrics
  25. 25. Old Digital Metrics
  26. 26. So what has changed?
  27. 27. New Data (PURLS)
  28. 28. New Channels to Capture Data
  29. 29. New Applications to Drive Data
  30. 30. New Ways to Share Data
  31. 31. How to Access Social Data? Source: Salesforce.com
  32. 32. The Data Divide Source: Salesforce.com
  33. 33. Inform Marketing & Product
  34. 34. Starbucks
  35. 35. Dell
  36. 36. Google +
  37. 37. So How Do We Capture This Data?
  38. 38. New Technology: More Capacity
  39. 39. Marketing Automation Database
  40. 40. Measure Social Media Influence
  41. 41. Campaign Influence & Attribution First-touch allocation, multi-touch allocation, investment, volume, etc.
  42. 42. Campaign Data Mining <ul><li>Key topic areas: </li></ul><ul><li>Balance </li></ul><ul><li>Flow </li></ul><ul><li>Conversion </li></ul><ul><li>Velocity </li></ul>Trends over time Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. SLA violations Source: Marketo
  43. 43. Drill Down into Revenue Analytics
  44. 44. Marketing Predicting Revenue!
  45. 45. Which Marketer Keeps Their Job?
  46. 46. Print Marketer?
  47. 47. Who is blind and can’t measure?
  48. 48. Or The Revenue Marketer?
  49. 49. Who Measures Revenue $$ Impact?
  50. 50. Knowledge is Power
  51. 51. And Power is…
  52. 52. Thank You!
  53. 53. Good Luck!

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