Turning Insights into Actions: How Smarter Data Drives ROI - Pete Goodman, Convertr & Hugh Durkin, Facebook
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The ability to harness customer data may have put an intelligent twist on marketing as we know it, but how should brands make the most of the information on hand? Join Convertr’s Peter Goodman and Facebook's Hugh Durkin as they explain why marketing ROI revolves around greater real-time efficiencies, joining the dots and gaining the full customer lifetime value. Peter will support his logic by drawing on trends in acquisition and lead generation marketing as well as real-life case studies from leading brands.
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Turning Insights into Actions: How Smarter Data Drives ROI - Pete Goodman, Convertr & Hugh Durkin, Facebook
- 1. Turning Insights Into Action: How Smarter Data Drives ROI Peter Goodman, Investor and Chairman, Convertr with guest Hugh Durkin, Facebook
- 3. Where We Were 2011 100+ Companies @pjgoodmanjnr @convertrmedia
- 4. Where We Were 2012 400+ Companies @pjgoodmanjnr @convertrmedia
- 5. Today 1,000+ Companies @pjgoodmanjnr @convertrmedia
- 7. What Most Companies Are Doing Paid Activity Advertiser ROI Clicks Engagements Registrations Leads Display Social Email Lead Gen Search Affiliate Mobile
- 8. What Most Companies Are Doing Paid Activity Advertiser ROI Display Social Email Lead Gen Search Affiliate Mobile Sale Value Online Only
- 9. What Most Companies Are Doing Paid Activity Advertiser ROI Sale Value Online Only Listening Tools MA Call Center Sales CRM Clicks Engagements Registrations Leads Display Social Email Lead Gen Search Affiliate Mobile
- 10. What Most Companies Are Doing Paid Activity Advertiser ROI Sale Value Online Only Listening Tools Call Center Sales CRM Clicks Engagements Registrations Leads Display Social Email Lead Gen Search Affiliate Mobile REALTIME UPLOAD .CSV MA REALTIME
- 11. CRM Marketing Sales Customer Service @pjgoodmanjnr @convertrmedia
- 12. Marketing CRM Sales Activity @pjgoodmanjnr @convertrmedia
- 14. SMART DATA IS REALTIME CRM DATA @pjgoodmanjnr @convertrmedia
- 15. RIGHT PERSON RIGHT DATA RIGHT TIME @pjgoodmanjnr @convertrmedia
- 16. By 2017 the CMO will spend more on technology than the CIO. Gartner @pjgoodmanjnr @convertrmedia
- 17. $20.2 Billion IDC, October 2014 @pjgoodmanjnr @convertrmedia
- 18. Year on Year Growth Marketing Tech 20% 75% Data/Realtime Marketing Tech SOURCE: LUMAPARTNERS, JANUARY 2014 @pjgoodmanjnr @convertrmedia
- 23. APIs are quickly becoming mainstream, by 2015 they will be default for businesses in just about any sector. Kin Lane, API Evangelist @pjgoodmanjnr @convertrmedia
- 24. 200,000+ SOURCE: 3SCALE, 2013 @pjgoodmanjnr @convertrmedia
- 25. 200,000+ Social Financial Geo Business Weather Property Lifestyle @pjgoodmanjnr @convertrmedia
- 26. CRM Sales Live enriching Financial Social Business @pjgoodmanjnr @convertrmedia
- 27. Automotive Example – Media Management Email Social Mobile Display Lead Gen @pjgoodmanjnr @convertrmedia
- 28. Automotive Example - Enrichment 1st Party Data - CRM Data 3st Party Data - DVLA - Financial - Social Personal Info - Name - Age - Address - Telephone - Email @pjgoodmanjnr @convertrmedia
- 29. Automotive Example – Validation INVALID VALID @pjgoodmanjnr @convertrmedia @pjgoodmanjnr @convertrmedia
- 30. Automotive Example – Routing Test Drive Call Centre Dealership Fleet Sale Tracker @pjgoodmanjnr @convertrmedia
- 31. CRM Sales @pjgoodmanjnr @convertrmedia
- 32. The API Economy @pjgoodmanjnr @convertrmedia
- 33. Hugh Durkin, PMD Emerging Partnerships Lead, EMEA Facebook @pjgoodmanjnr @convertrmedia
Editor's Notes
- There is a lot of noise out there…… It is very hard for marketers to wonder what is going on What is information they need to know and what is going to help them
- Lumascapes were launched to make sense of an increasingly complex ecosystem This however, is already a simplified view of marketing tech The segments were reasonably well defined and the technology mainly stuck to core functions
- Then things got a little more complicated We had different segments, but also different ecosystems (Search, social, display etc)
- And then things just ridiculous! Marketing technology landscape: Vast (there are now 11 lumascapes). Marketers are using multiple platforms to solve the wide variety of complex marketing tasks Multiple tech ecosystems, categories, segments, and NEW emerging categories every year Confusion on category differences and benefits The range of tech provider is increasing at pace, but there is also consolidation and acquisitions by larger players The growth is fuelled by marketers needing technology which solve problems existing providers have failed to address REFERENCE TO PETE’S OWN EXPERIENCE IN BUILDING BRIGHTER OPTION IN ‘SOCIAL’ LUMASCAPE’
- And ultimately all these companies are trying to solve this problem This is a little old, but sums up the situation for many marketers and the problem of knowing your ROI The reality is that despite the explosion of marketing tech providers, most marketers still don’t know the real ROI from their marketing. Adobe are one of a number of marketing tech vendors trying to solve the ‘marketing ROI’ issue, by giving marketing access to ‘smarter data’
- Paid media working in silo - results viewed in silo Partial view on the success of campaign activity ROI based on ‘SOFT MEASURES’ and best available’ metrics – clicks, views, downloads, engagements, trials etc
- Paid media working in silo - results viewed in silo Partial view on the success of campaign activity ROI based on ‘SOFT MEASURES’ and best available’ metrics – clicks, views, downloads, engagements, trials etc
- Paid media working in silo - results viewed in silo Partial view on the success of campaign activity ROI based on ‘SOFT MEASURES’ and best available’ metrics – clicks, views, downloads, engagements, trials etc
- Paid media working in silo - results viewed in silo Partial view on the success of campaign activity ROI based on ‘SOFT MEASURES’ and best available’ metrics – clicks, views, downloads, engagements, trials etc
- And the key to that is CRM CRM is now the cornerstone - it is the central cog in the marketing system It plays a fundamental role in both blocking marketers from seeing the value of their marketing activity AND enabling them to see the true ROI Value
- The future of marketing tech is platforms that truly integrate with CRM and bridge the data knowledge gap between activity and sales Customer Service is the first line of marketing All linked now, better understanding of customers leads to a better ability to acquire new ones CMO suddenly in the middle of all facets of a business CMO’s, not sales are becoming the gate keepers of CRM If you want to Turn insight into action – you HAVE TO TAKE CONTROL OF YOUR CRM
- The big marketing tech vendors realise that CRM is the critical central component in a ‘marketing tech stack’ This is why they’ve been acquiring technology vendors to build out their solution These are purchases made since 2011 – and they’re all either marketing, sales or customer orientated tech They all feed into CRM as the core
- Its a combination of both data and environment You can have good data, but if you don’t get to the right person, when they need it – then it’s not much use There is big a difference between good data and smart data Companies that create smarter data are the ones that identify the right data and make sure it’s in the hands of the person that needs it, when they need it.
- So how do you get smarter data Well if the market is anything to go by (and it usually is a good indicator) You start by investing in technology
- And you invest a lot! 2014 Marketing Tech spend By 2018 this will be $32billion per year Between 2014 and 2018 - $135billion will have been invested in marketing tech
- And you invest a lot! 2014 Marketing Tech spend By 2018 this will be $32billion per year Between 2014 and 2018 - $135billion will have been invested in marketing tech
- HERE’S THE STARK MESSAGE If you’re not investing in or moving to real-time you’re going to get left behind.
- Because, Real-Time isn’t a new fashion or fad
- Like the changes in how we communicate Like the changes in how we consume news Real-time is THE new standard in how information is delivered
- The power behind this new standard is THE API
- There are over 200,000 data API’s available in the market data today, which is estimated to have doubled in the last 12 months.
- That’s 200,000 points of data that marketers can potentially use to improve their customer view
- 3. This can be done on someone downloading a white paper about Expense Management Software. 4. It happens in an instant and instead of being delivered in a book format of 1,000 pages, it is now placed directly into the hands of your CRM and Sales immediately
- API Technology is so powerful it has it’s own coined term ‘THE API ECONOMY’ This exists to describe the ecosystem of companies which has critical reliance on API’s to power their business
- Introduce Hugh and start discussion