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How to Close the Loop on Data-Driven Creative

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How to Close the Loop on Data-Driven Creative

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How to Close the Loop on Data-Driven Creative

  1. 1. CLOSING THE LOOP ON CREATIVE AND DATA-DRIVEN MARKETING Mike Ballard @mballard5574 Head of B2B Digital Marketing Lenovo Adam Kleinberg @adamkleinberg CEO/Co-Founder Traction
  2. 2. 2THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. O #DATAandBACON
  3. 3. 3THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. IMPROVE ENGAGEMENT BECOME DATA-DRIVEN
  4. 4. 4THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. OTHE STATUS QUO…
  5. 5. 5THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
  6. 6. 6THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. INSIGHT NOT DATA
  7. 7. 7THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
  8. 8. 8THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. Source: Spiceworks, “Tell us about your Lenovo project,” Jan 2015
  9. 9. 9THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. Obviously flexible. Surprisingly tough.
  10. 10. 10THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. Behold the #Badgerina!
  11. 11. 11THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
  12. 12. 12THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
  13. 13. 13THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. PREDICTIVE MODELING
  14. 14. 14THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
  15. 15. 15THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. • Engagement Up 300-400% • CTR up 300% • VCR from 50% to 79% • Unsubscribes Down 50% • Read vs. Skim Rate 60% to 85% • Qualified Leads Up 250%
  16. 16. 16THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL. MIKE: but also how you look for bacon to validate the success of the work
  17. 17. 17THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
  18. 18. Adam Kleinberg Traction @adamkleinberg Mike Ballard Lenovo @mballard5574 Thanks!

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