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Changing the Game with Demandbase Premium Analytics

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B2B Marketers have unprecedented ability to measure their programs, ushering in the era of “data-driven” Marketing. But as you’re rushing towards collecting more data, driving more leads and defining new metrics, it’s time to ask yourself:

Are my website advertising investments attracting my targets?
What content are my targets engaging with?
What website changes can I make to increase conversion of my target accounts?
Are my activities actually driving revenue?
In this 25-minute webinar, followed by an “Ask-the-Expert” session, Amit Varshneya and Zineb Harvey will share key Premium Analytics insights that have helped shape the digital strategies of 100s of Demandbase Premium Analytics customers, like Ellie Mae and Iron Mountain.

Published in: Marketing
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Changing the Game with Demandbase Premium Analytics

  1. 1. Changing the Game with Demandbase Premium Analytics
  2. 2. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 Introductions Zineb Harvey Analytics Strategist Amit Varshneya VP, Consulting Services and Support
  3. 3. Getting to Insights and Strategy from Data
  4. 4. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Analytics and Measurement are important, but might be a weak spot for most teams IMPORTANCE PERFORMANCE 76% 29% 47% gap MARKETERS’ PERCIEVED PROFICIENCY IN MARKETING MEASUREMENT % of US Marketers (Top 3 on 10-point scale) Source: Adobe/Research Now, Sept. 2013
  5. 5. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 Analytics and Measurement are important, but might be a weak spot for most teams LEVEL OF EXPERIENCE WITH DATA & ANALYTICS TOOLS AMONG MARKETING TEAMS According to US Marketing Executives Source: Spencer Stuart, “CMO Summit Survey Results,” April 2013 Proficient 44% Less than Proficient 45% Sophisticated 11%
  6. 6. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 Results from B2B Marketing Analytics Survey Source: B2B Marketing Analytics Report 2014
  7. 7. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 Data doesn’t automatically lead to change and success Data Knowledge Information Change
  8. 8. Website Goals Content Groups The Three Pillars of B2B Web Analytics lead to Marketing insight (and $) Visitor SegmentsENGAGE CONVERT ATTRACT $
  9. 9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 Premium Analytics Methodology 2-4 weeks Ongoing Configuration Analysis Planning STRATEGIC APPROACH Review Configure Plan Analyze Iterative Analysis (2 week cycles) TOPICS/ACTIVITIES BUSINESS TECHNICAL Planning Segment Definitions Content Objectives Resources Existing Tools: - Analytics - CMS - MAS Configuration Target Segments Channels KPI’s Comm. Plan Data model Insight Priority Analytics Configuration Analysis Roadmap Custom reports and dashboards created
  10. 10. Campaign Effectiveness
  11. 11. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 Is my advertising spend attracting my targets? Half the money I spend on advertising is wasted. The trouble is: I don't know which half.
  12. 12. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 What we did? 1. Implemented tracking strategy to leveraging campaign parameters 2. Integrated the paid search data with click stream data into one unified data source 3. Analyzed data from impressions to engagement on the site with Demandbase segments
  13. 13. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 CPC Composition 1 1
  14. 14. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Enterprise – PPC Search vs. PPC Content
  15. 15. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 Outcomes  Content PPC was turned off without any impact on bottom line  Spend was reallocated to campaigns that drove higher percentage of companies from the right segment  Negative keyword strategy to remove customers search queries (logins etc…)  New success metric to measure the performance of our campaigns  Cost per Conversion (retired) Cost per enterprise company
  16. 16. Content Consumption
  17. 17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 What content are my targets engaging with? I have a team of content creators…I have no idea what content is working?
  18. 18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 What we did 1. Classified content according to content types ⇒ Aligned analysis to client’s view of content 2. Applied different weights to the content types ⇒ Set context for drill-down 3. Scored content types and rolled them to company level ⇒ Identified specific content to optimize
  19. 19. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 Content Scoring Company Visitor 1 Company Visitor 2 INTERACTIONS Whitepaper A: 6 Product Views 1: 19 Video Download 1: 10 Visit Frequency: 4 Search term: Non branded Conversion: Download Paper INTERACTIONS Whitepaper B: 9 Product Views 2: 19 Video Download 2: 5 Visit Frequency: 6 Search term: Branded Term Conversion: Contact us Engagement score: 50 Engagement score: 20
  20. 20. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 Score – Company Level Company 2Company 1 Engagement Score: 1000 Engagement Metric: 500
  21. 21. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 Company engagement score - WOW
  22. 22. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 Outcomes  Support of the personalization strategy was secured based on analysis  Lead nurturing campaigns were set up to further engage users with content they were more likely to consume  Sales was able to use the scores to interact with their accounts and impact opportunities
  23. 23. Focus on leads
  24. 24. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 26 How are visitors converting? Sales is not getting as many leads as we did last month .
  25. 25. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 27 What we did? 1. Trended Key Form ⇒ Eliminated customers data from the analysis ⇒ Prospect sessions increasing, conversion rate decreasing ⇒ Conversions had decreased across all channels
  26. 26. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 28 What we did? 2. Used analytics annotations and the Wayback Machine compare designs changes ⇒ New design removed featured assets from the navigation BEFORE AFTER
  27. 27. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 29 Outcomes  A/B tested location of the featured assets in the navigation as well as other pages  Personalized text around the featured asset headlines with industry specific messaging and increased conversions substantially
  28. 28. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 30 Summary  Keep your eye on the prize = ACTION  Constant cycle of planning, configuration and analysis  Data availability, configuration and manipulation critical to drive the right insights
  29. 29. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 31 Amit Varshneya VP, Consulting Services and Support avarshneya@demandbase.com (415)683-2947 Zineb Harvey Analytics Strategist zharvey@demandbase.com (415)683-2678 Thank You
  30. 30. Appendix
  31. 31. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 39 C R E AT I V E D E S I G N E R TA R G E T A U D I E N C EE X E C U T I V E S How do you decide on Site Design? Testing, Targeting and Personalization Featured content should go in the navigation. That’s what our competitors are doing. Below the fold would look better. Let us tell you!

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