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Pardot Elevate 2011: Getting More Out of Marketing Analytics with Pardot and GoodData

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GoodData's Senior Director of Powered by Partnerships gives a live demonstration of Pardot Marketing Analytics and learn how GoodData's reports and dashboards give you the ability to track the effectiveness of your marketing activities. Cody will share tips, tricks and best practices for measuring your Pardot marketing effectiveness, along with Q&A covering some of the most common reporting requests brought up during the beta period.

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Pardot Elevate 2011: Getting More Out of Marketing Analytics with Pardot and GoodData

  1. 1. Getting More Out Of Marketing AnalyticsElevate 2011Cody CrnkovichSr. Director, Powered by Partnershipscody@gooddata.com(415) 763-5799 @codycrnkovich
  2. 2. Agenda•  GoodData at a Glance•  Partnership Recap•  Marketing Analytics Overview•  Understanding the Reporting Environment•  How-to / Demo•  Premium Analytics Sneak Peak•  Q&A 2
  3. 3. GoodData At a Glance
  4. 4. GoodData at a Glance•  Connect business people to business data•  Provide platform for companies to measure and continually improve their business•  Operational dashboards, advanced analytics, data warehousing and integration, all as an on- demand service Platform Overview Q4 2011
  5. 5. Platform Overview Q4 2011
  6. 6. It starts with Apps Zendesk SalesforceSales PardotMarketing Google AnalyticsWeb GoodDataSubscription Support Analytics Analytics Analytics Analytics Analytics Get FacebookSocial SugarCRMSales MarketMetrixCustomer AurixCustomer Contact SatisfactionCommunity Analytics Analytics Sat. Analytics Health Analytics Microsoft FinancialForcePSA ExactTargetEmail Omniture SAPERP Analytics DynamicsCRM Analytics Analytics Analytics Platform Overview Q4 2011
  7. 7. Instant Extensibility Example + + Marketing Web CRM Lead to Cash Platform Overview Q4 2011
  8. 8. Partnership Recap
  9. 9. Partnership Timeline Q4’10 Q1’11 Q2’11 Q3’11 Q4’11 Q1’12 Partnership Announced Elevate 2010 Beta Premium Product Begins Product Scheduled for Rework Launch Integration Pardot API Customer Base Product Begins Updates Discovery Ends Launches GoodData 150+ Betas Platform Premium Product Updates Work Begins Company Overivew Q4 2011
  10. 10. What took so long???•  Seamless experience•  Updates/improvements required •  Pardot APIs •  GoodData platform•  Needed more valuable Base product •  Custom fields •  Tags and more Company Overivew Q4 2011
  11. 11. Where are we now???•  Ending beta •  2+ quarters •  150+ participating companies •  Great customer feedback•  Launching Base product for everyone •  Scheduled for Thanksgiving release •  November 23rd / 24th Company Overivew Q4 2011
  12. 12. Base Marketing Analytics Overview
  13. 13. Understanding the GoodDataReporting Environment
  14. 14. GoodData reporting WTF is a “What”??? HTF do I use the “How”??? Platform Overview Q4 2011
  15. 15. The “What” and “How”•  What = “What do you want to measure?” •  A Metric •  Can be summed or averaged•  How = “How do you want to break it down?” •  An Attribute •  Can’t be summed or averaged Platform Overview Q4 2011
  16. 16. The “What” Prospect  Name   Create  Date   Grade   Score   Bob   01/01/2011   B   50   Sally   03/11/2011   C   70   Jo   05/24/2011   A   60   Sara   08/07/2011   D   40   Steve   06/30/2011   B-­‐   20   Danielle   11/11/2011   B+   80   Platform Overview Q4 2011
  17. 17. The “What” Prospect  Name   Create  Date   Grade   Score   Bob   01/01/2011   B   50   Sally   03/11/2011   C   70   Jo   05/24/2011   A   60   Sara   08/07/2011   D   40   Steve   06/30/2011   B-­‐   20   Danielle   11/11/2011   B+   80   Average  =   53.3   Platform Overview Q4 2011 =AVERAGE(50,70,60…)
  18. 18. The “What” =AVERAGE(50) Prospect  Name   Create  Date   Grade   Score   Average   Bob   01/01/2011   B   50   50   Sally   03/11/2011   C   70   70   Jo   05/24/2011   A   60   60   Sara   08/07/2011   D   40   40   Steve   06/30/2011   B-­‐   20   20   Danielle   11/11/2011   B+   80   80   Average  =   53.3   Platform Overview Q4 2011 =AVERAGE(20)
  19. 19. The “How”=AVERAGE(Bob,Sally,…)? Prospect  Name   Create  Date   Grade   Score   Bob   01/01/2011   B   50   Sally   03/11/2011   C   70   Jo   05/24/2011   A   60   Sara   08/07/2011   D   40   Steve   06/30/2011   B-­‐   20   Danielle   11/11/2011   B+   80   Platform Overview Q4 2011
  20. 20. How-to/Demo
  21. 21. Premium Analytics Sneak Peak
  22. 22. Funnel with velocities Platform Overview Q4 2011
  23. 23. Waterfalls Platform Overview Q4 2011
  24. 24. Performance trending Platform Overview Q4 2011
  25. 25. THANKS!Questions? @gooddata

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