A presentation about marketing data, and how to use data, for Carnegie Mellon students.

1. MARKETING & DATA
Stephen A. Lella

2. AGENDA
• Who Is This Guy?
• Marketing + Data, how they work together
• Data for…
• Marketing professionals
• Marketing managers
• Upper management
• C-level
• Toolbox
• Skills
• Q&A

3. WHO IS THIS GUY?
• Stephen A. Lella
• Rutgers University
• Ten years in digital marketing
space
• Currently Digital Marketing
Manager at Panasonic Industrial
business unit for Panasonic North
America
• Tournament bowler (please don’t
mock me)
• Lifelong Jets fan (please, mock me)

4. MARKETING + DATA
How can data help with marketing?

6. MARKETING + DATA
• “Data-driven marketing”
• Measure…anything, really
• Understand the good, the bad, and the ugly for any level of a marketing campaign
• Audience ID / Personalization
• Complete messaging control
• Attribution
• ROAS / ROI

7. DATA FOR MARKETING
PROFESSIONALS
• Component-level data (performance)
• Organic search keyword ranking
• Paid search click-through rates
• Post engagement rate
• User feedback
• Campaign-level data (parameters & performance)
• Parameters
• Dates; budget; target audience
• Overall campaign performance
• Improved UI/UX

8. DATA FOR MARKETING MANAGERS
• Component data too granular
• “So what?”
• Parameters & performance
• Budgets; dates; target audience
• Campaign-level performance
• Overall cost-per-click
• Average rankings for all keywords
• Average post engagements since product launch
• Analysis
• ROAS / ROI
• Customer feedback

9. OPTIMIZATION
CYCLE

10. DATA FOR UPPER MANAGEMENT
• Component & campaign data are both too granular
• Trending data over longer periods of time
• Competitive analysis
• Customer feedback
• On website
• On social media
• Demographics/audience segmentation
• Could be product/industry specific
• Could help product development
• ROI
• Sales?

11. DATA FOR C-LEVEL
• Summarize your entire
marketing efforts in two
sentences

12. TOOLBOX
MARTECH STACK

14. TOOLS FOR
THE JOB
MarTech Stack
Marry martech w/marketing funnel
Include PM & data analytics tools
• Social media [Facebook, Instagram, Twitter, etc.]
• Organic & paid search [Google Ads, AdRoll, Moz Pro,
SEMRush]
• Email [Constant Contact, MailChimp]
Top of Funnel examples:
• Content creation [Youtube, Adobe CS, infographics]
• CMS [Wordpress, Wix]
• UX [Optimizely, CrazyEgg]
Middle of Funnel

15. TOOLS FOR
THE JOB
CONT’D
• Marketing automation [Marketo, Salesforce Marketing Cloud,
Hubspot]
• Conversion [CRM, Unbounce]
Bottom of Funnel
• Trello, Microsoft Teams/Slack, Basecamp, Miro
Project Management
• Google Analytics, Adobe Analytics, PowerBI, Domo,
Datorama, Tableau
Data gathering/analysis
• Google Tag Manager
Digital Marketing Operations

16. DATA LAKE

17. SKILLSET
• Understanding various data across multiple
tools
• Ability to piece together said data from
multiple tools
• Ability to identify trends
• Ability to recognize outliers, and investigate
if needed
• Pattern recognition
• And most importantly…STORYTELLING!!

18. ANY QUESTIONS?

19. THANK YOU!!

20. Q1: WHAT ARE THE CHALLENGES OF
MARKETING DATA?
• Balancing the amount of time required to gather data and to analyze data
• Evangelizing the proper data to your audience(s)
• Understanding how to marry various MarTech tool and their data

21. Q2: HOW TO CHOOSE MARKETING
CAMPAIGN KPI(S)?
• Work backwards: what are your campaigns objective(s)?
• Are those objectives measurable?
• What tactic(s) are required to usher users from the top to the bottom of your marketing
campaign’s funnel?
• It’s possible you can have multiple tactics to help usher people from ToFu to MoFu to
BoFu/converted
• Once you identify your objectives, and the tactics you want to use, it’ll be easy to ID
your KPIs
• The following slide has an example of a marketing funnel, with sample marketing
activities for each funnel segment.

22. SAMPLE MARKETING FUNNEL

23. Q3: WHAT CAN A COLLEGE STUDENT DO TO
PREPARE FOR A MARKETING CAREER?
• Internship
• This is a great way to get your feet wet in marketing
• If you’re lucky, find an internship that is project-based – these internships provide guaranteed
proper marketing experience.
• Build your own website
• There are a variety of free website options out there, I recommend WordPress
• Even if you buy your own domain & hosting, you can install WordPress for free.
• Managing your own website helps you understand both the backend processes (what
website editors/webmasters see) and how they affect the frontend (what web visitors see)
• Install Google Analytics, and you can see how different content affects your website’s traffic

24. CONTACT INFORMATION
Feel free to contact me anytime!
• Stephen.lella@gmail.com
• https://www.linkedin.com/in/stephenalella/