Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Daily Measurement: Marketing's New Secret Weapon

420 views

Published on

How Continuous Analysis of Marketing Signals Drives Business Outcomes:

The real-time flow of digital signals opens the doors for modern marketers to measure, analyze and optimize campaigns continuously. However, marketing organizations today struggle with aligning resources, data, and technology to enable agile measurement and decisioning at scale, resulting in missed opportunities to interact with customers at the moment of need.

Join special guest, Tina Moffett, Senior Analyst at Forrester Research, along with Scott Jones, VP Marketing at Origami Logic, as they provide guidance on how to create an agile data-driven organization, leverage technology to automate and scale measurement, and enable your team to make the right decisions at the right moment using signals that are up to date, accurate, and in context.

In this webinar, you’ll get: 1) Detailed trends on the adoption of marketing measurement
, 2) Guidance on how to identify people, processes, and technology necessary to enable agile measurement at scale, and 3) A to-do checklist for becoming an agile data-driven organization.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Daily Measurement: Marketing's New Secret Weapon

  1. 1. Daily Measurement: Marketing’s New Secret Weapon
  2. 2. Speakers Tina Moffett Scott Jones Senior Analyst Forrester Research @vmoffett VP Marketing Origami Logic @scottjones
  3. 3. Housekeeping • Please submit questions throughout the webinar; the last 10 mins will be reserved for Q&A • Share your thoughts on Twitter using the #MarketingSignals hashtag • We’ll send you the webinar recording and slide deck later this week
  4. 4. What happened today?
  5. 5. Targeting Control Measureability Low High LowHigh Evolution of Marketing Touchpoints Over Time
  6. 6. Targeting Control Measureability Low High LowHigh Evolution of Marketing Touchpoints Over Time
  7. 7. Marketing Measurement and Analytics has become a Strategic Imperative
  8. 8. What we need to do is change our mindset from focusing on campaigns, channels, devices and audience interactions to focusing on marketing signals.
  9. 9. To convert the massive streams of marketing signals into actionable marketing insights.
  10. 10. To empower our marketers to measure, analyze and act on marketing signals.
  11. 11. To empower our marketers to measure, analyze and act on marketing signals. Every day.
  12. 12. To optimize marketing results.
  13. 13. To optimize marketing results. Every day.
  14. 14. Which leads to producing legendary marketing outcomes.
  15. 15. MARKETING SIGNAL MEASUREMENT
  16. 16. What happened today?
  17. 17. Use Agile Measurement Practices To Optimize Customer Interactions Tina Moffett, Senior Analyst
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Measurement Trends › Capabilities for Agile Measurement › Start Now!
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Connected bodies Connected cars Connected doughnuts? The world around us has changed . . .
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 . . . and mobile accelerated that shift Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013; Forrester Research World Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Global); and Forrester Research World Tablet Adoption Forecast, 2013 To 2018 (Global)
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 The age of the customer A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 In the age of the customer, individuals are always-addressable… 61% of online adults are “always addressable” – using at least 3 internet connected devices from multiple different locations, multiple times a day.
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 The spotlight is on measurement and insights to provide business value
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 B2C marketing budgets have increased in 2015….. Source: 2015 The Year Of The Big Digital Shift
  25. 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 ….so, marketing executives are investing heavily in measurement and analytics Source: 2015 The Year Of The Big Digital Shift
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 Firms that are “analytics leaders” are confident in their analytics capabilities Source: The State of Customer Analytics: Most Firms Lack Sophistication
  27. 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 Yet, they still have challenges—including the ability to act on insights quickly Source: Forrester’s BT Marketing Survey, Q3 2015 Marketers struggle to react quickly to changing customer behaviors—with the right offers, message, and context
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 Agile measurement practices help marketers to make quick customer facing decisions
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 Agenda › Measurement Trends › Capabilities for Agile Measurement › Start Now!
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 Organizations must embrace 5 capabilities for agile measurement Marketing Measurement Assessment Components Strategy Organization and Resources Technology and Data Metrics and KPIs Optimization and Activation • Business Strategy • Marketing Strategy • Customer Centricity • Measurement and Planning • C-Level Support • Business Analyst • Talent Recruitment • Partners • Organizational Design • Data collection and processing • Data management and quality • Real time access • Application support • Performance Measurement Tools • Cross-Channel measurement • Key Performance Indicators (KPIs) • Return on Marketing Investment (ROMI) • Marketing efficiency • Marketing effectiveness • Insights sharing • Recommendations • Marketing and Media Planning
  31. 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 34 Align CI outcomes and insights with stakeholders needs Marketing Measurement Assessment Components Strategy • Business Strategy • Marketing Strategy • Customer Centricity • Measurement and Planning • Link stakeholder needs between marketing and IT • Prioritize needs based on highest impact
  32. 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 35 Organization and resources must have expertise….but be nimble and precise Marketing Measurement Assessment Components Organization and Resources • C-Level Support • Business Analyst • Talent Recruitment • Partners • Organizational Design • Organize to align marketing and analytics resources to manage and support measurement • Have business analysts interpret results • Defined project management practices (knowledge management, cross-functional collaboration)
  33. 33. © 2015 Forrester Research, Inc. Reproduction Prohibited 36 Create an agile measurement sprint team Create a cross- functional sprint team Hold quick, regular check ins Launch with “good” iterate with “best” Source: “Make Customer-Facing BI Agile”
  34. 34. © 2015 Forrester Research, Inc. Reproduction Prohibited 37 Use tools and data that support agile measurement Marketing Measurement Assessment Components Technology and Data • Data collection and processing • Data management and quality • Real time access • Application support • Performance Measurement Tools • Use performance management tools to measure marketing success • Automatically ingest marketing data through APIs and log files • Enforce data audits • Create a meta data / metric dictionary
  35. 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 38 Empower marketers to be self sufficient Self-provisioning apps and data • Connect easily to data sources • Easy data upload Data integration, mashups, and wrangling • Perform various data transformation tasks • Data quality capabilities Automation • Report batching • Report scheduling • Contextual insights Effective user interfaces • Collaboration • Data discovery and exploration Source: The Forrester Wave: Agile BI Platforms Q3 2015
  36. 36. © 2015 Forrester Research, Inc. Reproduction Prohibited 39 Constantly review approaches and metrics of success Marketing Measurement Assessment Components Metrics and KPIs • Cross-Channel measurement • Key Performance Indicators (KPIs) • Return on Marketing Investment (ROMI) • Marketing efficiency • Marketing effectiveness • Have clearly defined marketing efficiency and effectiveness metrics to measure campaign success (cost per acquisition, cost per click, sales conversion rates) • Calculate ROMI for every campaign • Connect marketing performance with business impact (acquisition rates, upsell rates, customer profitability)
  37. 37. © 2015 Forrester Research, Inc. Reproduction Prohibited 40 Apply agile measurement to different parts of your analysis Source: “Make Customer-Facing BI Agile” Testing and Planning • Run multiple or parallel tests • Swift testing responses based on changing consumer or economic conditions • Modify in flight testing based on previous results—as they come in Modeling and Analytics • Build models iteratively • Make incremental changes to models based on new data Dashboard and Reporting • Modify dashboards based on requests • Reduce volume of ad hoc requests-e more proactive
  38. 38. © 2015 Forrester Research, Inc. Reproduction Prohibited 41 Don’t wait to turn insights into action Marketing Measurement Assessment Components Optimization and Activation • Insights sharing • Recommendations • Marketing and Media Planning • Integrate measurement insights into the greater marketing strategy • Share insights across the marketing organization • Build multivariate marketing tests based on results; identify campaign champions • Shift marketing budgets based on past campaign results • Act on results and test offers, creative, content, and channel
  39. 39. © 2015 Forrester Research, Inc. Reproduction Prohibited 42 Develop a system of insight to constantly make in-flight changes Source: “Digital Insights Are The New Currency of Business”
  40. 40. © 2015 Forrester Research, Inc. Reproduction Prohibited 43 USAA iterates its insights approach to keep up with customer demand Source: Extract Business Value From Your Mix Model, Case Study: USAA Leverages A New Model And Processes To Drive Marketing Decisions The Challenge 1. Lacked a clear measurement plan 2. Could not build forecasts to inform marketing strategy 3. Did not have the right tools in place to enable quick insights to action The Fix 1. Focused on connecting insights to that linked marketing to business outcomes 2. Defined criteria for 3rd party partner to help develop the right insights to action strategy 3. Analyzed the marketing and non-marketing levers to optimize business strategy
  41. 41. © 2015 Forrester Research, Inc. Reproduction Prohibited 44 USAA iterates its insights approach to keep up with customer demand Source: Extract Business Value From Your Mix Model, Case Study: USAA Leverages A New Model And Processes To Drive Marketing Decisions The Result 1. Through more agile measurement, identified new reach channels 2. Evaluated depth channels more closely 3. Invested in more effective relationship channels – divested 80% of it’s traditional direct response activities The Business Impact  Adopt rapidly to changing marketing and customer conditions • Developed agile strategies to react and change customer interactions quickly  Identified product development opportunities • Insights identified opportunities to package and message products more effectively  Increase operational performance • Develop integrated functional groups to optimize decisions
  42. 42. © 2015 Forrester Research, Inc. Reproduction Prohibited 45 Agenda › Attribution Measurement: Overview and Trends › Measurement Technologies › Start Now!
  43. 43. © 2015 Forrester Research, Inc. Reproduction Prohibited 46 Initiate agile measurement through 5 steps › Commit to measurement. › Assess your current measurement skills. › Leverage an agile professional at your firm. › Pick a pilot project. › Identify a lead sprint team.
  44. 44. Q & A
  45. 45. Thank you for joining our webinar! Interested in taking your marketing measurement to the next level? Thoughts on the webinar content? Let us know: info@origamilogic.com Looking for more content? Check out our other on-demand webinars and assets at www.origamilogic.com/resources

×