Webinar: Get Embedded Marketing Analytics in your CRM
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This document provides an agenda and overview for an Enterprise-caliber Cloud BI webinar hosted by Birst focusing on Marketing Analytics. The webinar will feature speakers from Birst and Eagle Creek discussing how Birst Marketing Analytics can help bridge data gaps across various technology sources to provide enterprise-caliber cloud BI. The agenda includes a demonstration of Birst Marketing Analytics and a question and answer session. Forrester research is cited showing that 2 in 3 CMOs feel pressure to prove marketing's value and that the biggest challenges to improving marketing effectiveness are access to and managing marketing data.
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Webinar: Get Embedded Marketing Analytics in your CRM
- 1. Enterprise-caliber Cloud BI BIRST MARKETING ANALYTICS GET EMBEDDED MARKETING ANALYTICS IN YOUR CRM May 29, 2014
- 2. 2 WEBINAR NOTES Attendees Muted Upon Entry Please send questions using the online interface
- 3. 3 FEATURED SPEAKERS Mark Townsend Marketing Evangelist Eagle Creek Farnaz Erfan Director Product Strategy Birst Steve Holzgraefe Partner Engineer Birst
- 4. 4 AGENDA • Birst Marketing Analytics • Eagle Creek & Marketing Analytics Use Cases • Demonstration • Q&A
- 5. Enterprise-caliber Cloud BI BIRST MARKETING ANALYTICS
- 6. 6 ACCORDING TO FORRESTER RESEARCH… “…2 in 3 CMO’s are feeling pressure from the board to prove marketing’s value.” “…biggest challenge to using analytics to improve marketing effectiveness are: access to data…ways to manage, analyze and report data”
- 7. 7 Marketer’s Focus Technology •Channel Mix (Social, Web, Search, Ad) •Spent •Campaign Value / ROI •Conversion Rates •Customer Success •Renewals •Digital Ad Platforms •Search (AdWords) •Web Analytics ( Google Analytics) •Mobile Analytics •Social Media Aggregators •Marketing Automation •Email Targeting •Data Services Platforms (e.g. Nielson / D&B) •CRM •Gamification Platforms •Customer Experience •Communities CUSTOMER JOURNEY FOR MARKETERS
- 8. 8 BRIDGING THE GAP MARKETING ANALYTICS ACROSS ALL SOURCES FROM CONTACT TO CUSTOMER Marketer’s Focus Technology •Channel Mix (Social, Web, Search, Ad) •Spent •Campaign Value / ROI •Conversion Rates •Customer Success •Renewals •Digital Ad Platforms •Search (AdWords) •Web Analytics ( Google Analytics) •Mobile Analytics •Social Media Aggregators •Marketing Automation •Email Targeting •Data Services Platforms (e.g. Nielson / D&B) •CRM •Gamification Platforms •Customer Experience •Communities Enterprise Caliber Cloud BI
- 9. 9 BIRST MARKETING ANALYTICS IN DIFFERENT USE CASES & INDUSTRIES Use Case Data Sources Users Company Drive Marketing ROI: High Value Customers & Attribution Model • Google Analytics • Omniture • SQL Server • VP Marketing • Marketing managers • Product managers • CEO Acquire More Customer thru Product Usage & Lead to Cash • Eloqua • Salesforce.com • Zuora • Sales Reps • Marketing managers • C-Suite • Financial analysts Increase Ad Performance & Web Order Rates • Hadoop / Hive • Excel • Marketing Managers • External Partners • Customers • Analysts Increase Trials to Close Conversion Rates • Jive • Marketo • Salesforce.com • NetSuite • Demand Gen Managers • Sales Reps • Execs
- 10. 10 Eagle Creek Software Services Mark Townsend Marketing Automation Practice Lead
- 11. 11 Started in 1999 CRM & MA Business Intelligence Application Development 40+ Key Technologies Largest US based Onshore Outsourcing provider of Front Office Consulting and Expertise 4 US Technology Centers ---> 350+ Consultants Implementation Consulting Partners with Birst / Marketo / Salesforce / Oracle-Siebel EAGLE CREEK at a GLANCE…
- 12. 12 US BASED ONSHORE OUTSOURCING DELIVERY MODEL… Putting “Local” in Global Sourcing
- 13. 13 Marketing Source Pipeline and Opportunity Influence… • Drill-Paths that get from visualization to a point of activity • Information grouped by Region and Product • Real-Time visibility to the engagement • Add-Hoc capability inside existing reports • Show Marketing-Sourced Pipeline and Opportunity Influence • Measure Program Roi by Channel and Program • Show the Revenue Cycle by stage and stage inventory • Link Cost to Response and ultimately Sales Acceptance “The Solution” • Embedded Analytics • Multi-source integration • Natural Drill Paths • Compelling Visuals • Ad-Hoc Capability • Advanced ETL
- 14. 14 Get Sales and Marketing speaking the same language and looking at the same data…
- 15. 15 “WHERE” = Lead Source “WHY” = Lead Source Detail “…More of the WHY” = SEO/SEM Use BI to report Marketing “Sourced” and “Assisted” Pipeline/Opportunity Influence… “WHAT” = Website & Marketo Program Data
- 18. 18 DEMO
- 19. 19 Q & A
- 20. 20 THANKS
- 21. 21 THANKS