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Digital Marketing 
A Comprehensive Primer on 
Data Driven Marketing
The Last Advertising Agency on Earth 
http://youtu.be/ERGrSQoY5fs
What is Digital 
Marketing? 
Outbound versus inbound, flipping the funnel and a 
whole new ball game
Digital Marketing 
Digital Marketing is the promoting of brands using all forms of digital advertising 
channels to reach ...
Marketing 
Definitions 
๏ Outbound Marketing = Old World Marketing 
Focus on finding the customers. 
Push Marketing. 
๏ In...
Inbound Marketing 
๏ Content (Blogs, Videos, White Papers, eBooks, etc.) 
๏ SEO / SEM and Keyword Analysis 
๏ Social Media...
Flipping the (Sales) 
Funnel 
1.Turn strangers into friends 
2.Turn friends into customers 
3.Turn your customers into you...
Flipping the Funnel
Flipping the Funnel
Digital Marketing 
= 
Marketing 
- only better!
The New Rules of 
Engagement 
Old Marketing New Marketing 
One-Way Communication Brand is dialogue 
Brand recall is holy g...
New Media 
Measurement Model 
Traditional Audience 
Research 
Emerging Consumer Insight 
Focused 
Demographics Behaviors, ...
Social Media 
= 
Media 
(Duh!)
"If I told you that I had a room full of current potential 
customers all talking about your products and your 
competitor...
Holistic Digital 
Marketing 
๏ Marketing + Media + Metrics (financial & marketing) + 
Automation 
= Holistic Data Driven R...
Future Trends 
Important global changes impacting 
marketing and media
“In this new era, each of us must look carefully what we do 
and ask ourselves: 
1. Can someone overseas do it cheaper? 
2...
Future Trends 
๏ Mobile 
๏ Metrics / Data / Performance 
Driven 
๏ Globalization 
๏ Long Tail Markets 
๏ Permission Market...
Mobile 
๏ The new PC is in your pocket, not on your desk or lap 
๏ Native apps are here to stay, not a fad 
๏ Apps will un...
Metrics / Data / 
Performance Driven 
๏ With the advent of digital media the possibilities of 
measuring, recording and re...
Globalization 
๏ Don’t do yourself what someone overseas can do cheaper 
๏ Overseas quality is getting better and better 
...
Long Tail Markets 
๏ When the cost of inventory storage (infinite shelf space, 
negligible storage costs) and distribution...
Permission 
Marketing 
๏ Interrupt marketing is dead - 
The consumers ignore it and hate it 
๏ Pay, Spray & Pray is dead 
...
Prosumers 
๏ In the way every speaker is a microphone, in this digital day 
and age, every consumer of content is a potent...
Crowd Sourcing 
๏ Tasks that were once thought impossible can now be 
completed by the crowd (funding, wikipedia, mechanic...
Social 
๏ Broadcasting as we know it is dead dying: Get over it! 
๏ Every medium is inherently social; Enable it! 
๏ We wa...
Me-Conomy 
๏ Personal Branding; You are the brand 
๏ Reputation over talent 
๏ Explicit self-packaging, curating
Abundance 
๏ In a society that has an increasing abundance of 
commodities, brands must instill and support desires, socia...
Agile & Lean 
"Lean," is a production practice that considers the expenditure of resources for any 
goal other than the cr...
Discovery 
๏ The now is “search” 
๏ The future is “discovery” 
๏ In an age of abundance, I don’t need to search - I discov...
What’s a Metric? 
A definition
Metric Definition 
“A metric is a measuring system that quantifies a trend, 
dynamic, or characteristic.In virtually all d...
Why Metrics? 
In recent years, data-based marketing has swept through the 
business world. In its wake, measurable perform...
Data Driven 
Marketing 
Using metrics (data) to drive marketing
Data Driven 
Marketing 
A senior marketing manager in a Fortune 100 company once told 
Mark Jeffery of Kellogg School of M...
Data Driven 
Marketing 
Why is data-driven marketing so difficult for many organizations? 
There are many reasons, ranging...
Data Driven 
Marketing 
Research demonstrates the existence of a divide between market leaders and laggards. A few 
statis...
Data Driven 
Marketing 
These findings suggest that the majority of marketing organizations do not have professional 
proc...
Data Driven 
Marketing 
The vast majority of organizations therefore do not use centralized data to manage 
and optimize t...
A Data Driven 
Marketing Framework 
Privacy Issues 
Marketing Campaigns 
Customer Targeting 
Cust. Selection 
-- 
Create D...
A Data Driven 
Marketing Strategy 
Data Driven Marketing 
Enterprise 
Data Warehouse 
Reporting 
OLAP 
Data Mining 
Market...
A Data Driven 
Marketing Roadmap 
STEPS 
ELEMENTS 
BENEFITS 
! 
Objectives 
Alignment 
Scope 
Metrics 
Hypotheses 
!!!!! 
...
"The thing that gets me really riled up about people 
questioning the ROI of social media is: If I offered you a tool 
10 ...
15 Essential 
Marketing Metrics 
The 15 essential metrics for marketing defined by Mark Jeffery at the Kellogg 
School of ...
The 5 Essential 
Digital Marketing 
Metrics 
1. Cost per click (CPC) 
2. Transaction conversion rate (TCR) 
3. Return on a...
Cost Per Click (CPC) 
๏ The essential search engine marketing metric 
๏ CPC = Cost per click on a sponsored search link or...
TCR 
๏ The essential metric connecting internet clicks to money 
๏ TCR = Transaction Conversion Rate; The percentage of 
c...
ROA 
๏ The essential return on internet search marketing metric 
๏ ROA = Return on Ad Dollars Spent = Net Revenue / Cost
Bounce Rate 
๏ The essential web site performance metric 
๏ Bounce Rate = Percentage of customers who leave a 
website aft...
WoM 
Social Media Reach 
๏ The essential metric for word of mouth on the Internet 
๏ WOM = Word of Mouth 
๏ WOM = Number o...
Funnel Metrics & 
Cohort (Group) Analysis 
The best kind of per-customer metrics to use for ongoing decision making are co...
One More Thing 
A new essential metric to consider
ROMI 
Return on Marketing Investment Return on marketing investment (ROMI) is a relatively new 
metric. It is not like the...
ROMI 
๏ ROM = Return on Marketing Investment 
๏ The contribution attributable to marketing (net of marketing 
spending), d...
ROMI Example
A ROMI Framework 
Business 
Discovery 
Base 
Case 
Costs 
Upside 
ROMI 
Impact 
Sensitivity 
Analysis 
Business Discovery:...
Further Reading 
http://goo.gl/zd6dY http://goo.gl/Nu6bu http://goo.gl/wxSwK http://goo.gl/ZHX2G http://goo.gl/hIoPC
Vanity Metrics 
Non-actionable metrics that will only make you feel good
Vanity Metrics 
"[...] most analytics packages are configured by default to 
provide mostly reports on vanity metrics. Tha...
Actionable Metrics 
Using the scientific method to acquire and audit data
Actionable Metrics 
All metrics should be: 
๏ Actionable 
๏ Accessible 
๏ Auditable
Actionable 
When someone reads a report about a specific metric, it's 
essential that they have some idea how to replicate...
Accessible 
Most data warehousing systems provide reports that are too 
complicated to read and take too long to generate....
Auditable 
The biggest benefit of actionable metrics is that they can be used to reap the biggest savings in 
all of produ...
How to Gather 
Actionable Metrics 
๏ Do A/B split tests 
๏ Get per-customer metrics data 
๏ Get funnel metrics and do coho...
A/B Split Tests 
A/B experiments produce the most actionable of all metrics, because they 
explicitly refute or confirm a ...
Per-Customer Metrics 
It’s important to remember, “Metrics are people, too.” Vanity metrics tend to take our attention awa...
Metrics Conclusion 
1. Measure what matters 
2. Metrics are people too 
3. Measure the macro 
4. Be agile, build-measure-l...
Measure What 
Matters 
It’s tempting to think that, because some metrics is good, 
more metrics is better. That’s why vend...
Metrics are People 
too 
Great metrics tools allow us to audit their accuracy by tracing 
reports back to the individual p...
Measure the Macro 
Even when we’re split testing the impact of a minor change, 
like a wording or a new button, it’s impor...
Agile Marketing 
๏ Using near-time data to improve performance 
๏ Learning by failing and failing fast 
๏ Designing for me...
Metrics: 
Conclusions 
You want to define goals up front and institute a systemized and 
relevant way of capture all the r...
Marketing 
Automation 
A definition
Marketing 
Automation 
๏ Marketing Intelligence 
๏ Marketing Automation 
๏ Advanced Workflow Automation
Marketing 
Intelligence 
Tracking social media, email and webpages to record the behavior of 
anyone interested in a produ...
Marketing 
Automation 
Lead generation with targeted marketing programs to drive 
awareness and interest in a company's pr...
Workflow 
Automation 
Automation of internal marketing processes. These includes 
budgeting and planning, workflow and app...
An Inbound Marketing 
Automation System 
Your Visitors 
SEO’d Website 
Your Software Systems 
Content 
SocMed 
Marketing 
...
Demand Generation 
An introduction
http://youtu.be/5sXPZ8CfIwo
Demand vs Lead 
Generation 
๏ Sounds familiar? Same, same but different 
๏ Lead Generation = Focus on sales 
๏ Demand Gene...
Demand Generation 
Targeted marketing programs to drive awareness and interest 
in a company's products and/or services. 
...
Demand Generation 
๏ Building Awareness 
๏ Facilitating Discovery 
๏ Guiding Solution Validation
Building Awareness 
The demand generation function in most businesses resides as part of the marketing 
organization. Dema...
Facilitating 
Discovery 
The second key area of focus for a marketer focused on demand generation is ensuring that 
when a...
Guiding Solution 
Validation 
Often confused with Demand Generation is the lead process itself. Converting demand into sal...
Revenue 
Performance 
Management 
An introduction to holistic 
data driven marketing automation
Holistic Data Driven 
Marketing
http://youtu.be/00lLpJgTk2Q
http://youtu.be/2zTMaJlv764
System Vendors 
๏ LeadFormix 
๏ Eloqua 
๏ eTrigue 
๏ Genoo 
๏ Pardot 
๏ Neolane 
๏ Net-results 
๏ Silverpop 
๏ Optify 
๏ A...
Inbound Marketing 
Automation System 
1. SEO/PPC. Search Engine Optimization and Pay-Per-Click. There tools help you to 
d...
http://youtu.be/evL5jaZx8vk
Digital Marketing 
Thinkers 
Some of the most influential 
and interesting people to watch
Seth Godin 
Speaker, Writer & Thinker 
Permission Marketing, How to be 
Remarkable 
! 
! 
! 
http://www.sethgodin.com
Jeremiah 
Owyang 
Strategist & Analyst 
Previous Senior Analyst at Forrester 
Altimeter Group 
! 
! 
http://www.web-strate...
Brian Solis 
Writer & New Media Strategist 
! 
! 
! 
! 
http://www.briansolis.com/about/
Dan Zarella 
The Social Media Scientist 
Hubspot 
! 
! 
! 
http://www.danzarella.com/bio
Jim Sterne 
Writer, Speaker & Thinker 
The Granddaddy of Web Metrics 
! 
! 
! 
http://www.targeting.com/about/ 
about-jim-...
Chris Brogan 
Author, Thinker & Speaker 
Influence, Trust & Reputation 
! 
! 
http://www.chrisbrogan.com/about
Scott Stratten 
Writer, Thinker & Speaker 
Inventor of “Unmarketing” 
! 
! 
! 
http://www.unmarketing.com/about
Shel Holtz 
Consultant, Writer, Thinker & 
Speaker 
Corporate Communications & PR 
! 
! 
! 
http://www.holtz.com/about
David Armano 
Executive Vice President, Global 
Innovation & Integration, Edelman 
Digital 
! 
! 
! 
http://www.about.me/d...
Brent D. 
Payne 
SEO, SEO, SEO 
! 
! 
! 
http://www.brentdpayne.com
Joseph Jaffe 
Writer, Marketer, Thinker & Speaker 
Flip the Funnel 
! 
! 
http://www.jaffejuice.com/about-joseph- 
jaffe.h...
Mitch Joel 
Writer, Thinker & Speaker 
Digital Marketing and Media 
Hacking 
! 
! 
http://www.twistimage.com/about-mitch/
Eric Goldman 
CEO of Gossamar 
Inbound Marketing Automation 
! 
! 
http://www.inbound-marketing-automation. 
ca/blog/
“Skate to where the puck is 
going to be, not where it has 
been.” - Wayne Gretzky
Players to Watch 
A list of interesting potential partners
Players to Watch 
http://www.demandgen.com/ 
http://4thoughtmarketing.com/ 
http://www.astadia.com/ 
http://www.bnj.com/ 
...
Digital Marketing 
Agencies 
A diverse list of international 
and national players to watch
Digital Marketing 
Agencies 
http://www.goldbachgroup.com/ 
http://www.h2omedia.de/ 
http://www.razorfish.com 
http://www....
What’s next? 
Vidar Andersen 
! 
vidar@blacktar.com 
+4915140133149
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
Digital Marketing - Everything you need to know about data driven marketing
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Digital Marketing - Everything you need to know about data driven marketing

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I found this presentation from 2011 in my digital drawers and thought I'd share it with you as it seems to be still relevant after all these years. I hope you find some useful information in it. I've redacted some customer specific information, but mostly complete. Follow me on twitter for more: http://twitter.com/blacktar

Digital Marketing - Everything you need to know about data driven marketing

  1. 1. Digital Marketing A Comprehensive Primer on Data Driven Marketing
  2. 2. The Last Advertising Agency on Earth http://youtu.be/ERGrSQoY5fs
  3. 3. What is Digital Marketing? Outbound versus inbound, flipping the funnel and a whole new ball game
  4. 4. Digital Marketing Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Television, Radio, Internet, mobile, social media marketing and any other form of digital media. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. Digital is now being broadened to support the "servicing" and "engagement" of customers.
  5. 5. Marketing Definitions ๏ Outbound Marketing = Old World Marketing Focus on finding the customers. Push Marketing. ๏ Inbound Marketing = Digital Marketing Focus on getting found by customers. Pull Marketing.
  6. 6. Inbound Marketing ๏ Content (Blogs, Videos, White Papers, eBooks, etc.) ๏ SEO / SEM and Keyword Analysis ๏ Social Media / Word of Mouth
  7. 7. Flipping the (Sales) Funnel 1.Turn strangers into friends 2.Turn friends into customers 3.Turn your customers into your salespeople 4.“Flip the funnel and turn it into a megaphone!” - Seth Godin
  8. 8. Flipping the Funnel
  9. 9. Flipping the Funnel
  10. 10. Digital Marketing = Marketing - only better!
  11. 11. The New Rules of Engagement Old Marketing New Marketing One-Way Communication Brand is dialogue Brand recall is holy grail Customers determine brand value Group customers by demographics Group customers by behavior Content controlled by marketers Enterprise + user generated content Virality driven by flash Virality based on content Michelin Guide: Expert reviews Amazon: User reviews Publisher controls channels Publishers build relationships Top-down strategy Bottom-up strategy Information hierarchy Information on demand Emphasis on cost - CPM Invest for growth - Measurable ROI
  12. 12. New Media Measurement Model Traditional Audience Research Emerging Consumer Insight Focused Demographics Behaviors, Interests Impressions Engagement, Actions Platform-Specific Campaign-Centric Usage / Segmentation Purchase Funnel Estimate Census
  13. 13. Social Media = Media (Duh!)
  14. 14. "If I told you that I had a room full of current potential customers all talking about your products and your competitors, would you not show up? Not listening and then acting on social media chatter is like not showing up at all. The only thing worse is to have a presence in social media and only talk and not listen. It would be like showing up in the room with earplugs on." - Scott Stratten, “Unmarketing"
  15. 15. Holistic Digital Marketing ๏ Marketing + Media + Metrics (financial & marketing) + Automation = Holistic Data Driven Revenue Performance Management and Marketing ๏ Say what? This presentation aims to clarify. Stay sharp.
  16. 16. Future Trends Important global changes impacting marketing and media
  17. 17. “In this new era, each of us must look carefully what we do and ask ourselves: 1. Can someone overseas do it cheaper? 2. Can a computer do it faster? 3. Am I offering something that satisfy the non-material, transcendent desires of an abundant age? These three questions will mark the fault line between who gets ahead and who gets left behind.” - Daniel H. Pink, "A Whole New Mind”
  18. 18. Future Trends ๏ Mobile ๏ Metrics / Data / Performance Driven ๏ Globalization ๏ Long Tail Markets ๏ Permission Marketing ๏ Prosumers ๏ Crowd Sourcing ๏ Social ๏ Me-Conomy ๏ Abundance ๏ Agile / Lean / Data Driven ๏ Discovery
  19. 19. Mobile ๏ The new PC is in your pocket, not on your desk or lap ๏ Native apps are here to stay, not a fad ๏ Apps will unbundle existing complex services in separate tasks, “jobs to be done” in single apps ๏ Platforms not created equal, Apple != Android
  20. 20. Metrics / Data / Performance Driven ๏ With the advent of digital media the possibilities of measuring, recording and recording data exploded and the time and cost to producing, deploying and testing almost disappeared ๏ Demand for actionable metrics rising ๏ Demand for payment based on performance rising ๏ Actionable Data is king
  21. 21. Globalization ๏ Don’t do yourself what someone overseas can do cheaper ๏ Overseas quality is getting better and better ๏ Source activities to overseas where it makes financial and strategical sense ๏ Don’t try to do it in-house just for spite, misplaced loyalty, fear or nostalgia
  22. 22. Long Tail Markets ๏ When the cost of inventory storage (infinite shelf space, negligible storage costs) and distribution (zero cost of reproduction, zero time to market) fall, a wider range of products become available. ๏ This can have the effect of reducing demand for the most popular products, offsetting the traditional distribution curve. ๏ The old marketing cost / benefit ratio of reaching niches versus popular “mainstream” no longer valid. ๏ Being found has negligible costs compared to old marketing way of pushing the product in front of a large enough audience to compensate for the cost of the reach.
  23. 23. Permission Marketing ๏ Interrupt marketing is dead - The consumers ignore it and hate it ๏ Pay, Spray & Pray is dead ๏ Permission marketing is the new order ๏ YOU. HAVE. TO. ASK. FOR. PERMISSION.
  24. 24. Prosumers ๏ In the way every speaker is a microphone, in this digital day and age, every consumer of content is a potential producer of content and a potential distributor of messages ๏ The funnel is flipped ๏ Marketers must enable the consumer to produce contend, buzz about the brand ๏ Every consumer now has the ability to reach the world in seconds, something only reserved for large corporations with large wallets in the past; play it real - Thoughtless marketing backfires
  25. 25. Crowd Sourcing ๏ Tasks that were once thought impossible can now be completed by the crowd (funding, wikipedia, mechanical turk, etc) ๏ Corporations can tap their consumer crowd in developing new products and services (e.g. Dell) and enabling fans to define their brands and become ambassadors
  26. 26. Social ๏ Broadcasting as we know it is dead dying: Get over it! ๏ Every medium is inherently social; Enable it! ๏ We want to share, it’s in our nature: Support it! ๏ Monologue has given way to dialogue: Embrace it!
  27. 27. Me-Conomy ๏ Personal Branding; You are the brand ๏ Reputation over talent ๏ Explicit self-packaging, curating
  28. 28. Abundance ๏ In a society that has an increasing abundance of commodities, brands must instill and support desires, social good, meaning and values ๏ Story-building more important than ever ๏ Transition to Branded Utility, Branded Meaning
  29. 29. Agile & Lean "Lean," is a production practice that considers the expenditure of resources for any goal other than the creation of value for the end customer to be wasteful, and thus a target for elimination. Working from the perspective of the customer who consumes a product or service, "value" is defined as any action or process that a customer would be willing to pay for. “Agile” is a group of methodologies based on iterative and incremental development, where requirements and solutions evolve through collaboration between self-organizing, cross-functional teams. It promotes adaptive planning, evolutionary development and delivery; time boxed iterative approach and encourages rapid and flexible response to change. It is a conceptual framework that promotes foreseen interactions throughout the development cycle. Lean (or Data Driven, Evidence Based) Marketing is coming - Embrace it. "[Ad] Agencies are organized in a classical orchestra in a jazz age" - Rashid Tobacowala
  30. 30. Discovery ๏ The now is “search” ๏ The future is “discovery” ๏ In an age of abundance, I don’t need to search - I discover ๏ In the very near future, getting discovered by the consumers outside of search is the challenge
  31. 31. What’s a Metric? A definition
  32. 32. Metric Definition “A metric is a measuring system that quantifies a trend, dynamic, or characteristic.In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events. Throughout the worlds of science, business, and government, metrics encourage rigor and objectivity. They make it possible to compare observations across regions and time periods. They facilitate understanding and collaboration.” - David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer “Marketing Metrics” Financial Times Press
  33. 33. Why Metrics? In recent years, data-based marketing has swept through the business world. In its wake, measurable performance and accountability have become the keys to marketing success. However, few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each. In this environment, marketers, general managers, and business students need a comprehensive, practical reference on the metrics used to judge marketing programs and quantify their results.
  34. 34. Data Driven Marketing Using metrics (data) to drive marketing
  35. 35. Data Driven Marketing A senior marketing manager in a Fortune 100 company once told Mark Jeffery of Kellogg School of Management: “Every week I have to go to a gun fight, the senior executive leadership meeting, and I am tired of going to this gunfight carrying only a knife.” His frustration was the result of having no concrete data to answer hard questions about the value of marketing activities in his division. We are living in difficult times, and marketing measurement and data-driven marketing are becoming increasingly important. Now more than ever, managers need to justify their marketing spending, show the value that they create for the business, and radically improve their marketing performance.
  36. 36. Data Driven Marketing Why is data-driven marketing so difficult for many organizations? There are many reasons, ranging from “we don’t know how” to the challenge that branding and awareness marketing activities are fuzzy and don’t directly impact sales revenues in a short time period. The challenge is compounded by the exponential growth of data. International Data Corporation (IDC) estimates that data storage is growing at 60 percent per year, which suggests the volume of stored data is doubling approximately every 20 months. These vast amounts of data are overwhelming and marketers struggle, with limited time and resources, to measure the efficacy of what they do. A few marketers and organizations, however, have mastered data-driven marketing principles and marketing metrics.
  37. 37. Data Driven Marketing Research demonstrates the existence of a divide between market leaders and laggards. A few statistics from research by Kellogg School of Management highlight the gaps in stark contrast: ๏ Fifty-three percent of organizations do not use forecasts of campaign ROMI, net present value (NPV), customer lifetime value (CLTV), and/or other performance metrics. ๏ Fifty-seven percent do not use business cases to evaluate marketing campaigns for funding. ๏ Sixty-one percent do not have a defined and documented process to screen, evaluate, and prioritize marketing campaigns. ๏ Sixty-nine percent do not use experiments contrasting the impact of pilot marketing campaigns with a control group. ๏ Seventy-three percent do not use scorecards rating each campaign relative to key business objectives prior to a funding decision.
  38. 38. Data Driven Marketing These findings suggest that the majority of marketing organizations do not have professional processes in place to manage marketing and that most do not use marketing metrics in their day-to-day marketing activities. After all, if there is no business case or ROMI (described later) defined prior to campaign funding, how can you measure success after the fact? The divide is even more pronounced when we look at marketing organizations’ use of data: ๏Fifty-seven percent do not use a centralized database to track and analyze their marketing campaigns ๏Seventy percent do not use an enterprise data warehouse (EDW) to track customer interactions with the firm and with marketing campaigns ๏Seventy-one percent do not use an EDW and analytics to guide marketing campaign selection ๏Eighty percent do not use an integrated data source to guide automated event-driven marketing ๏Eighty-two percent never track and monitor marketing campaigns and assets using automated software such as marketing resource management (MRM)
  39. 39. Data Driven Marketing The vast majority of organizations therefore do not use centralized data to manage and optimize their marketing. The leaders, however, are on the other side of the divide and are the smaller percentage of firms, less than 20 percent, that actually do data-driven marketing and use metrics for measurement in their day-to-day marketing activities. Why is there a marketing divide, and why is it so hard for organizations to do data-driven marketing? These statistics are symptoms of why data-driven marketing and marketing measurement are so difficult for many organizations: the internal processes do not support a culture of measurement, and they also do not have an infrastructure to support data-driven marketing and marketing metrics. But beyond these high-level processes, most marketers are overwhelmed with data and do not know where to start in terms of measuring the right things to drive real results. Furthermore, 55 percent of managers report that their staff does not understand metrics such as NPV and CLTV.
  40. 40. A Data Driven Marketing Framework Privacy Issues Marketing Campaigns Customer Targeting Cust. Selection -- Create Database -- Analysis Strategic Objectives Metrics Know Yourself Know Your Customer Segment Your Customer Data Driven Marketing Build Trust Keep Score
  41. 41. A Data Driven Marketing Strategy Data Driven Marketing Enterprise Data Warehouse Reporting OLAP Data Mining Marketing Sales Cust. Service E-Commerce Analysis Communication, Personalization Analysis Modelling Personalization Communication Optimization Interaction CRM Front-Office Operational Business Intelligence
  42. 42. A Data Driven Marketing Roadmap STEPS ELEMENTS BENEFITS ! Objectives Alignment Scope Metrics Hypotheses !!!!! ! Balance Risk Returns !!!!!!! ! Quick Hits Emergencies Adjustments !!!!!!! Metrics Formulas Models Templates Dashboards !!!!! ! Weekly Monthly Quarterly Annually !!!!!! 1. Design 2. Diagnosis 3. Opportunities 4. Tools 5. Process Clear game plan understood and bought into by future audiences Facts and insights for effective decision making Findings translated into specific opportunities for action Installed capabilities for recurring review Recurring reviews, input into decision making
  43. 43. "The thing that gets me really riled up about people questioning the ROI of social media is: If I offered you a tool 10 years ago that allowed you to listen and respond to the casual conversations of your potential, current, and past customers, you would have paid me $20,000 a month for this 8th wonder of the world. But now, that it is here, and its free, you question its value? This is why I get ulcers. It’s like extremely smart business people become temporarily dumb; it baffles my mind." - Scott Stratten, “Unmarketing"
  44. 44. 15 Essential Marketing Metrics The 15 essential metrics for marketing defined by Mark Jeffery at the Kellogg School of Management are: 1. Brand awareness 2. Test-drive 3. Churn 4. Customer satisfaction (CSAT) 5. Take rate 6. Profit 7. Net present value (NPV) 8. Internal rate of return (IRR) 9. Payback 10. Customer lifetime value (CLTV) 11. Cost per click (CPC) 12. Transaction conversion rate (TCR) 13. Return on ad dollars spent (ROA) 14. Bounce rate 15. Word of mouth (WOM) (social media reach)
  45. 45. The 5 Essential Digital Marketing Metrics 1. Cost per click (CPC) 2. Transaction conversion rate (TCR) 3. Return on ad dollars spent (ROA) 4. Bounce rate 5. Word of mouth (WOM, Social Media Reach)
  46. 46. Cost Per Click (CPC) ๏ The essential search engine marketing metric ๏ CPC = Cost per click on a sponsored search link or banner advertisement
  47. 47. TCR ๏ The essential metric connecting internet clicks to money ๏ TCR = Transaction Conversion Rate; The percentage of customers who purchase after clicking through on a website
  48. 48. ROA ๏ The essential return on internet search marketing metric ๏ ROA = Return on Ad Dollars Spent = Net Revenue / Cost
  49. 49. Bounce Rate ๏ The essential web site performance metric ๏ Bounce Rate = Percentage of customers who leave a website after spending less than five seconds on it
  50. 50. WoM Social Media Reach ๏ The essential metric for word of mouth on the Internet ๏ WOM = Word of Mouth ๏ WOM = Number of direct clicks + number of clicks from recommendation / number of direct clicks (one example)
  51. 51. Funnel Metrics & Cohort (Group) Analysis The best kind of per-customer metrics to use for ongoing decision making are cohort metrics. For example, consider an e-commerce product that has a couple of key customer lifecycle events: registering for the product, signing up for the free trial, using the product, and becoming a paying customer. We can create a simple report that shows these metrics for subsequent cohorts (groups) over time. Let’s say we create a weekly report. For each week, we then report on what percentage of customers who registered in that week subsequently went on to take each lifecycle action. If these numbers are holding steady from cohort to cohort, then we get clear feedback that nothing significant is changing. If one suddenly shifts up or down, we get a rapid signal to investigate. ! The best thing about funnel metrics is that they allow you to boil down a large amount of information into a handful of numbers. If you don’t have the software to build these reports automatically, consider doing it by hand. ! This is easy to do if the number of conversion events in relatively small — even if the number of customers is very large. For example, a typical website will have a 1% registration-to-purchase conversion rate. So even if you are registering 1000 new customers every day, those customers are going to result in something like 10 new purchases over their lifetime. So instead of getting fancy, use the good old index cards. At the end of each day, create an index card with that day’s date on it and the number of people who registered that day. Then, for each conversion that comes in, make a tally mark on the index card of the date that the person registered, not the date they purchased. For most products, this only requires you to maintain a week or two’s worth of index cards, since most products have customers that make purchase decisions relatively quickly. Then, on a weekly or monthly basis, gather up all the cards for a given cohort, and compute the conversion rate of the customers who registered in that period. That’s the number you want to focus on driving up.
  52. 52. One More Thing A new essential metric to consider
  53. 53. ROMI Return on Marketing Investment Return on marketing investment (ROMI) is a relatively new metric. It is not like the other “return-on-investment” metrics because marketing is not the same kind of investment. Instead of moneys that are “tied” up in plants and inventories, marketing funds are typically “risked.” Marketing spending is typically expensed in the current period. ! There are many variations in the way this metric has been used, and although no authoritative sources for defining it exist, the consensus of usage justifies the following: The idea of measuring the market’s response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. ! Purpose: To Measure the Rate at which Spending on Marketing Contributes to Profits Marketers are under more and more pressure to “show a return” on their activities. However, it is often unclear exactly what this means. Certainly, marketing spending is not an “investment” in the usual sense of the word. There is usually no tangible asset and often not even a predictable (quantifiable) result to show for the spending, but marketers still want to emphasize that their activities contribute to financial health. ! Some might argue that marketing should be considered an expense and the focus should be on whether it is a necessary expense. Marketers believe that many of their activities generate lasting results and therefore should be considered “investments” in the future of the business.
  54. 54. ROMI ๏ ROM = Return on Marketing Investment ๏ The contribution attributable to marketing (net of marketing spending), divided by the marketing “invested” or risked.
  55. 55. ROMI Example
  56. 56. A ROMI Framework Business Discovery Base Case Costs Upside ROMI Impact Sensitivity Analysis Business Discovery: Market research and analysis to understand the existing business and impact or the potential marketing campaign or new product launch. Base Case: Define the existing market sales, cost and net cash flows resulting from existing marketing and/or product sales. Costs: Define all costs of the new marketing campaign or product launch. These costs include pre-launch marketing, contact costs, new product development and on-going marketing, customer service and product maintenance costs. Upside: The upside revenue impact of the new marketing initiative or new product. ROMI Impact: The NPV, IRR and payback calculated from the incremental cash flows - the subtraction of the Base Case and Costs from the Upside. Sensitivity Analysis: Vary the assumptions in the model to define the best, worst and expected cases.
  57. 57. Further Reading http://goo.gl/zd6dY http://goo.gl/Nu6bu http://goo.gl/wxSwK http://goo.gl/ZHX2G http://goo.gl/hIoPC
  58. 58. Vanity Metrics Non-actionable metrics that will only make you feel good
  59. 59. Vanity Metrics "[...] most analytics packages are configured by default to provide mostly reports on vanity metrics. That makes sense, since they are the easiest to measure and they tend to make you feel good about yourself. The only metrics that [you] should invest energy in collecting are those that help them make decisions." - Eric Ries How do we know that we are actually affect change in the metrics that we're observing? This is the curse of vanity metrics, numbers which look good on paper but aren't action oriented: website hits, message volume, or "billions and billions served." They look great in a press release, but what do they accomplish?
  60. 60. Actionable Metrics Using the scientific method to acquire and audit data
  61. 61. Actionable Metrics All metrics should be: ๏ Actionable ๏ Accessible ๏ Auditable
  62. 62. Actionable When someone reads a report about a specific metric, it's essential that they have some idea how to replicate the result in the report. Techniques like split-testing, where discrete groups of customers see different versions of the product, are the gold-standard here. Following the scientific method gives confidence that the observed behavior was, in fact, caused by the change being tested.
  63. 63. Accessible Most data warehousing systems provide reports that are too complicated to read and take too long to generate. As a result, many teams don't get any benefit out of them. In order for reports to be worthwhile, it's essential that: ๏ Everyone in the company understand how to read them ๏ Everyone in the company has easy access to the latest data Additionally, to keep accessibility high, the feedback loop between taking an action and seeing the results should be as short as possible. In experience, waiting for even a weekly round-up or having to ask a data warehousing expert to run a report creates too much friction. Key data should be available to everyone, anytime, in a matter of minutes. In order to achieve that goal, the reports themselves have to be extremely simple.
  64. 64. Auditable The biggest benefit of actionable metrics is that they can be used to reap the biggest savings in all of product development, when they tell you that you don't need to do something. Metrics have to be credible to the people who drive the product vision, including company founders. Even if they understand a report, and know what caused it, that doesn't mean they will actually learn. Is the report accurate? When it's your idea on the line, it's much easier to believe the report is the problem rather than the idea. Thus, it's important that skeptics can audit a report. When possible, this should mean that report generation is simple. Hopefully it can be created with direct access to primary data. For example, a report about revenue that's generated directly from the customer’s master orders database is more credible than one that requires several intermediate steps. Most importantly, it should be possible to translate the summary numbers in the report back to the actual customers who generated them. Remember, metrics are really reports on people. This is where most off-the-shelf metrics packages fail. For example, consider a report that claims in a split-test between two proposed features, feature A generated more revenue than feature B. Which people used feature A? Which people used feature B? Can a skeptic call them up and ask them questions about their use of each feature? If not, how can we generate actionable insights about what to test next? Or consider a report that reports abstract quantities, like website hits or attrition rates. These are hard to visualize. But if instead our metrics say a sports stadium full of people declined to buy our product. Ouch! We can all relate to that.
  65. 65. How to Gather Actionable Metrics ๏ Do A/B split tests ๏ Get per-customer metrics data ๏ Get funnel metrics and do cohort analysis ๏ Do keyword (SEM/SEO) metrics
  66. 66. A/B Split Tests A/B experiments produce the most actionable of all metrics, because they explicitly refute or confirm a specific hypothesis. Either way, you can use split-tests to take action on anything from minor copy tweaks to major changes in the product or its positioning. However, not all split-tests are created equal. There is some value in the linear-optimization type tests that are a useful tactic in growing conversions. But the real value of split-tests comes when you integrate them into your decision loop: the process of putting your ideas in practice, seeing what happens, and learning for your next set of ideas. The tests that drive the most learning are the ones to focus on. A good rule of thumb is to ask yourself, “if this test turns out differently from how I expect, will that cast serious doubts on what I think I know about my customers?” If not, try something bigger. Good third-party tools for A/B testing are hard to come by — most are too complex for most situations. If you don’t have an A/B system, you can use Google Website Optimizer or — if you have a software development team — build your own.
  67. 67. Per-Customer Metrics It’s important to remember, “Metrics are people, too.” Vanity metrics tend to take our attention away from this reality by focusing our attention on abstract groups and concepts. Instead, take a look at data that is happening on a per-customer or per-segment basis. For example, instead of looking at the total number of pageviews in a given month, consider looking at the number of pageviews per new and returning customer. Those metrics should be relatively constant — unless something interesting is happening with your product. So even a big rush of new customers shouldn’t change how many pages they each view on average, unless you’re getting a new kind of customer. ! Similarly, if you’re increasing the engagement of customers with your [marketing], that will tend to show up in the data for the returning customers. But if you just look at their aggregate data, you can miss important trends. The following pattern is often observed: a big spike of customers joins thanks to a mention on a prominent web site. If a product has an average customer lifetime of two months, then after that period elapses, a huge number of customers can be expected to churn out all around the same time. But these effects are hard to keep track of, since customers are coming and going all the time. If you focus only on the number of page views, even if you limit it to returning customers, you might mistake a positive product change for something negative, because you launched it during a churn-dominated period. ! Many analytics packages, including the much-maligned Google Analytics, have the ability to break down aggregates into per-customer or per-segment analyses. These can help make reports more actionable if you combine them with the Goal Tracking feature. For example, if you can tell which web referrers are driving the most traffic, that’s moderately useful. But if you can tell which are driving the most conversions, then you can start to make ROI-based decisions on where to invest your time in getting more traffic.
  68. 68. Metrics Conclusion 1. Measure what matters 2. Metrics are people too 3. Measure the macro 4. Be agile, build-measure-learn in small batches 5. Apply scientific method to avoid Vanity Metrics
  69. 69. Measure What Matters It’s tempting to think that, because some metrics is good, more metrics is better. That’s why vendors routinely list the thousands of reports they are capable of generating as a feature. The truth is, the key to actionable metrics is having as few as possible. Detailed reports are useful when we’ve diagnosed a problem and are looking for clues as to what’s gone wrong. But where does that diagnosis come from in the first place? Actionable metrics help us realize we have a problem and point us in the right direction to start solving it.
  70. 70. Metrics are People too Great metrics tools allow us to audit their accuracy by tracing reports back to the individual people who generated their data. This improves accuracy, but its more important effect is that it lets us use the same customers for in-depth qualitative research. Not sure what the numbers mean? Get the customers on the phone and ask them.
  71. 71. Measure the Macro Even when we’re split testing the impact of a minor change, like a wording or a new button, it’s important not to get distracted by intermediate metrics like the click-through rate of the button itself. We don’t care about click-through rates, we only care about the customer behaviors that lead to something useful, whether purchase, retention for advertising CPM, or some other measurable “success” particular to your business model.
  72. 72. Agile Marketing ๏ Using near-time data to improve performance ๏ Learning by failing and failing fast ๏ Designing for measurement ๏ Build-Measure-Learn & Repeat
  73. 73. Metrics: Conclusions You want to define goals up front and institute a systemized and relevant way of capture all the relevant meaningful data you can get to measure the performance of those goals, beware of privacy concerns and sensibilities, don´t get caught up with vanity metrics; Shit in = shit out. Metrics means serious business, influencing yours and the customer´s bottom line. Consider data gathering and metrics analysis core to anything you do in marketing. You do not want to be doing metrics and analysis by hand or with self made systems over time. You will need automation, processes and tools.
  74. 74. Marketing Automation A definition
  75. 75. Marketing Automation ๏ Marketing Intelligence ๏ Marketing Automation ๏ Advanced Workflow Automation
  76. 76. Marketing Intelligence Tracking social media, email and webpages to record the behavior of anyone interested in a product or service to gain a measure of intent. It can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis can then track buyer behavior - following links and multiple threads related to product A but not B will show an interest only in A. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical market.
  77. 77. Marketing Automation Lead generation with targeted marketing programs to drive awareness and interest in a company's products and/or services and nurture leads from first interest through to sale. Marketing Automation involves multiple areas of marketing and is really the marriage of marketing technologies coupled with a structured sales process as facilitated by e.g. CRM software.
  78. 78. Workflow Automation Automation of internal marketing processes. These includes budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems are used to set up a complex series of rules in software systems to trigger action items for internal sales and marketing professionals to process. This type of system increases marketers ability to deliver relevant content to relevant individuals at relevant times.
  79. 79. An Inbound Marketing Automation System Your Visitors SEO’d Website Your Software Systems Content SocMed Marketing Tools SEO/ PPC Tools CRM Marketing Automation Software Reputation/Visitor/Prospect/Client Database Inbound Marketing Automation is a process consisting of a set of tools and using them with specific techniques. To gain maximum benefit it’s best to consider the process as a way to tie them all together and thus ensure that the whole system is greater than the sum of its parts.
  80. 80. Demand Generation An introduction
  81. 81. http://youtu.be/5sXPZ8CfIwo
  82. 82. Demand vs Lead Generation ๏ Sounds familiar? Same, same but different ๏ Lead Generation = Focus on sales ๏ Demand Generation = Focus on awareness, “why should I buy this?” “why should I care?”
  83. 83. Demand Generation Targeted marketing programs to drive awareness and interest in a company's products and/or services. Demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process. There are multiple components of a stepped demand generation process that vary based on the size and complexity of a sale. These components include: building awareness, positioning relevance, supporting validation and mitigating customer evaluation.
  84. 84. Demand Generation ๏ Building Awareness ๏ Facilitating Discovery ๏ Guiding Solution Validation
  85. 85. Building Awareness The demand generation function in most businesses resides as part of the marketing organization. Demand Generation is a holistic approach to marketing and sales cohesiveness within the company. Building awareness is a vital component in the demand generation process. Building awareness often takes a continued effort and involves multiple facets of marketing. Advanced demand generation programs typically rely on some form of proactive Lead Generation activities supported by more traditional market programs and processes: ๏ Branding ๏ Inbound Marketing: Search Engine Optimization, Viral Marketing, Social Media Marketing, Email Marketing, Pay Per Click Marketing ๏ Outbound Marketing: Inside Sales/Telemarketing, Outsourced Lead Generation, Outsourced Appointment Setting
  86. 86. Facilitating Discovery The second key area of focus for a marketer focused on demand generation is ensuring that when a prospect decides to seek a vendor to provide a solution in a given solution category, they discover the vendor that the marketer serves. This is again accomplished with a variety of techniques and tools, often overlapping with the tools used for creating awareness of the category, but with a different emphasis. ! In this phase of the demand generation process, many approaches and tools are used and this list is only a selection of the more common approaches. ! ๏Search Engine Marketing – the purchase of advertisements on search engines to appear when keywords on the specific category, or known competitors in the solution space, are searched for. ๏Search Engine Optimization – the use of a variety of techniques to increase a web site’s natural position in search engine results when keywords on the specific category, or known competitors in the solution space, are searched for. ๏Webinars or Seminars – online web based seminars, or in person seminars to allow prospective buyers to discover and understand a vendor’s solution, how it can be used, and who else is using it, in detail ๏Demonstrations and Free Trials – easily accessed, often online, tools for demonstrating a solution or accessing a time-limited or feature-constrained trial version to assist prospective buyers in discovering the solution and its fit with their need
  87. 87. Guiding Solution Validation Often confused with Demand Generation is the lead process itself. Converting demand into sales is a totally separate task. Many companies, however, will call themselves Demand Generation organizations when they are really lead generating. ! This later phase of the buying process involves validating that a selected vendor will meet specified requirements, coming to an agreement with the vendor on costs, contract terms, support and services, and finalizing the purchase process. ! This often involves coordinating the involvement of other organizational and extra-organizational resources such as sales representatives and reference clients. ! ๏ Marketing Tools as previously described – trials, demonstrations, white papers, and seminars designed for a more detailed evaluation and validation of the solution in question ๏ Reference Management – cultivation, management, and selection of client references willing to provide a potential purchaser with the perspective of a current (or past) client. ๏ Sales Involvement – coordination of the right sales resource to interact with the prospect to navigate the final stages of the buying process including contract negotiation, legal terms and conditions, and sign-off ! The coordination of sales involvement, the selection of the right sales resource, and the timing of the involvement can be difficult to determine. The scoring, ranking, and routing of leads into sales is a sufficiently deep topic to warrant further exploration.
  88. 88. Revenue Performance Management An introduction to holistic data driven marketing automation
  89. 89. Holistic Data Driven Marketing
  90. 90. http://youtu.be/00lLpJgTk2Q
  91. 91. http://youtu.be/2zTMaJlv764
  92. 92. System Vendors ๏ LeadFormix ๏ Eloqua ๏ eTrigue ๏ Genoo ๏ Pardot ๏ Neolane ๏ Net-results ๏ Silverpop ๏ Optify ๏ Alsamarketing ๏ Bulldog Solutions ๏ Manticore Technology ๏ LoopFuse ๏ Market2lead ๏ True Influence ๏ Marketo
  93. 93. Inbound Marketing Automation System 1. SEO/PPC. Search Engine Optimization and Pay-Per-Click. There tools help you to design your Keyword strategy; others tools assist in developing your advertising campaigns, analyze your website’s traffic share, score it for SEO value, determine your SERP (Search Engine Results Page) ranking, and assess its Domain and Page Authority (the number and value of your incoming and outgoing links), etc. 2. Social Media Marketing software tools. Reputation Analytics monitor the social networks to determine the “buzz” around your products/services and company. These tools also help you to find the most authoritative or influential blogs and websites for your area. There are tools to help with Twitter, Blogging, LinkedIn and all of the many social media platforms and because this is a hot topic, there are many articles on how and what and when. Our blog covers the subject well 3. Content. The whole process depends on having content that makes your site the destination of choice for people interested in your field. Tools here help create it, display it, disseminate, and promote it. Our blog offers some ideas on how to create such content. 4. Marketing Automation packages track, score and grade visitors on their profiles and digital footprints (their activities on site), and then nurture them from cold leads to hot prospects via drip-email campaigns run via Automation Rules. 5. The hot prospects (those who achieve a sufficiently high score) are fed into your CRM system enabling your sales people to place very effective sales calls
  94. 94. http://youtu.be/evL5jaZx8vk
  95. 95. Digital Marketing Thinkers Some of the most influential and interesting people to watch
  96. 96. Seth Godin Speaker, Writer & Thinker Permission Marketing, How to be Remarkable ! ! ! http://www.sethgodin.com
  97. 97. Jeremiah Owyang Strategist & Analyst Previous Senior Analyst at Forrester Altimeter Group ! ! http://www.web-strategist.com/ blog/about/
  98. 98. Brian Solis Writer & New Media Strategist ! ! ! ! http://www.briansolis.com/about/
  99. 99. Dan Zarella The Social Media Scientist Hubspot ! ! ! http://www.danzarella.com/bio
  100. 100. Jim Sterne Writer, Speaker & Thinker The Granddaddy of Web Metrics ! ! ! http://www.targeting.com/about/ about-jim-sterne.html
  101. 101. Chris Brogan Author, Thinker & Speaker Influence, Trust & Reputation ! ! http://www.chrisbrogan.com/about
  102. 102. Scott Stratten Writer, Thinker & Speaker Inventor of “Unmarketing” ! ! ! http://www.unmarketing.com/about
  103. 103. Shel Holtz Consultant, Writer, Thinker & Speaker Corporate Communications & PR ! ! ! http://www.holtz.com/about
  104. 104. David Armano Executive Vice President, Global Innovation & Integration, Edelman Digital ! ! ! http://www.about.me/david_armano
  105. 105. Brent D. Payne SEO, SEO, SEO ! ! ! http://www.brentdpayne.com
  106. 106. Joseph Jaffe Writer, Marketer, Thinker & Speaker Flip the Funnel ! ! http://www.jaffejuice.com/about-joseph- jaffe.html
  107. 107. Mitch Joel Writer, Thinker & Speaker Digital Marketing and Media Hacking ! ! http://www.twistimage.com/about-mitch/
  108. 108. Eric Goldman CEO of Gossamar Inbound Marketing Automation ! ! http://www.inbound-marketing-automation. ca/blog/
  109. 109. “Skate to where the puck is going to be, not where it has been.” - Wayne Gretzky
  110. 110. Players to Watch A list of interesting potential partners
  111. 111. Players to Watch http://www.demandgen.com/ http://4thoughtmarketing.com/ http://www.astadia.com/ http://www.bnj.com/ http://www.b1.com/ http://www.bluewolf.com/ http://www.bulldogsolutions.com/ http://www.catapultworks.com/ http://clever-touch.com/ http://www.couch-associates.com/ http://www.edynamic.net/ http://www.evariant.com/ http://www.extraprise.com/ http://www.foxps.com/ http://harlandclarke.com/ http://www.echo-lane.com/ (Hi-Soft) http://www.ibis.com/ http://www.increase.dk/ http://www.kerensen.com/ http://cloudforce.leadfabric.com/ http://www.adcloud.de http://www.leftbraindga.com/ http://www.marketingdecisions.com.au/ http://www.marketone.com/ http://www.meclabs.com/ http://www.quarry.com/ http://www.relationshipone.com/ http://www.relationshipone.com/ http://www.rivetglobal.com/ http://www.sqwarepeg.com/ http://www.televerde.com/ http://www.thekernorg.com/ http://www.crmtechnologies.com/ http://www.verticurl.com/ http://www.demandbase.com/ http://www.dialogue.net/ http://www.lithium.com/ http://www.salesforce.com/ http://www.sureshotmedia.com/ http://www.strikeiron.com/ http://www.netsuite.com/ http://www.omniture.com/en/ http://www.webtrends.com/ http://www.ignitiongroup.com/ http://www.hubspot.com/ http://www.altimetergroup.com/ http://www.radian6.com http://www.sysomos.com/ http://www.infospeed.de/ http://www.alterian.com/ http://www.eloqua.com/ http://www.pardot.com/ http://www.seomoz.org/ http://www.kissmetrics.com/ http://www.buddymedia.com/
  112. 112. Digital Marketing Agencies A diverse list of international and national players to watch
  113. 113. Digital Marketing Agencies http://www.goldbachgroup.com/ http://www.h2omedia.de/ http://www.razorfish.com http://www.neue-digitale.de http://www.jvm-neckar.de http://www.argonauteng2.de http://www.fork.de/ http://www.saatchi.de/ http://www.goodbysilverstein.com/ http://www.barbariangroup.com/ http://www.edelmandigital.com/ http://www.360i.com/ http://www.marketone.com/ http://www.marketingdecisions.com.au/ http://www.inbound-marketing-automation.ca/ http://www.brainrider.com/ http://www.epicom.com/ http://www.audaxium.com/ http://www.annuitasgroup.com/ http://www.b1.com/ http://breakfastny.com/ http://www.hugeinc.com/ http://firstborn.com/ http://www.victorsandspoils.com/ http://www.kolle-rebbe.de/ http://www.pixelpark.com/ http://www.plan-net-group.com/ http://www.akqa.com/ http://www.idmediacologne.de/ http://www.prosiebensat1.de/ http://www.ogilvyone.de/
  114. 114. What’s next? Vidar Andersen ! vidar@blacktar.com +4915140133149

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