The document discusses the need for changes in marketing analytics approaches. Specifically, it notes that (1) the customer decision journey has become complex, (2) marketing data is fragmented across many sources, and (3) outdated tools and methods are used to measure success. It advocates for implementing holistic dashboards that bring all data together into a single source of truth to better understand correlations and channel performance. This will allow marketers to make investment decisions with more complete information.

1. firstruleofmarketinganalytics
forgetaboutthecustomer

2. Ifyouhada$1,000,000,whatmarketingchannelswouldyouinvestintogetnewcustomers?

3. challenge#1
Thecustomerdecisionjourneyhasbecomevery
complex

4. evaluation
discovery research
analysis
consideration
action
purchase
advocacy
drive impact build loyalty
the customer decision journey
create awareness stimulate engagement
customer
knowledge
about
your
product
customer phase of the decision journey

5. challenge#2
Themarketingdataecosystemhasbecomevery
fragmented

7. challenge#3
Weutilizeoutdatedtoolsandmethodologiestomeasure
success

8. manual measurementsilos
“ I Win” “NoI Win” “ Noitwasme!” “ All mebaby!” “I neverwin” “I ampretty”

9. whywemustchangeourapproach
Theresultofthishistoricalapproachtomeasuringmarketingatacustomerlevelleavesmarketers
making100%oftheirmarketingchannelinvestmentdecisionswith1%oftheinformation.
Marketerstodayarestillutilizinganalyticsmethodologiesofthepasttosolveforthecomplex
dataecosystemanddecisionjourneyoftoday

10. marketinganalyticsmeasurementfunnel
marketingawareness
marketingengagement
marketing
impact
HolisticDashboardStrategy
alldatainonesourceoftruth
tounderstand correlationand
channelperformance

11. example dashboards - holistic impact
• Construct your media impact
funnel to understand investment
performance
• Identify key performance
behaviors within your media
funnel to optimize results and
forecast spend
• Align spend to engagement
metrics such as website visits to
key conversion events or actions
Private and Confidential - 11
Shop &
Compare
12,395
Transactions
Transaction?

12. example dashboards - campaign analytics
• Construct your campaign
dashboard to optimize
performance in-campaign
• Utilize a consolidated dashboard
strategy to drive cross-channel
investments and partner decision
making
• Clearly communicate results to
stakeholders while in campaign
and provide data-driven
performance results
Private and Confidential - 12
Sales Transactions
Sales Sales

13. marketinganalyticsmeasurementfunnel
OnlinePerformanceModel
determines howchannel
engagement drivesimpact
OnlineConversionModel
determines howchannelsare
used inconversion
MarketingMixModel
determines howonline/offline
channelmixdrivesengagement
MarketingPerformance
Modeldetermines how
online/offlinechannel
awareness drivesimpact
marketingawareness
marketingengagement
marketing
impact
HolisticDashboardStrategy
alldatainonesourceoftruth
tounderstand correlationand
channelperformance

14. marketinganalyticsframework
Themosteffectivemarketing channelsareusedtosupport
CustomerSegmentation, ProductSegmentation, andMarket
SegmentStrategiesbasedonperformanceandstrategy
alignment
marketingawareness
marketingengagement
marketing
impact
customer
segmentation
market segmentation
productsegmentation
CustomerSegments,Products,andMarketsareidentifiedto
growmarketshare, meetretention targets,andgrowthe
customerbase.

15. measurethejourney–growyourcustomers
Challenge#1
thecomplexcustomerjourney
Challenge#2
thefractureddataecosystem
Challenge#3
manualmeasurementsilos
• Auditalltouchpointsforyourcustomerjourney
• Implementbasicmetricstotrackmovement
Challenges Solutions
• Centralizealldataintoonedataplatformsolution
• Implementautomateddataintegrationprocesses
• Implementholisticautomateddashboards
• Implementattributionperformancemeasurement

16. buildapathtosuccess
Holistic Understanding
of performance & influence of
marketing on sales through a
single of truth defined and
integrated dashboard strategy
Holistic Process
to track and integrate all
investment activity across all
sales & marketing channels
through our CHANNELMIX
platform
Forecast Behavior
across all sales & marketing
channels based on a defined
and repeatable modeling
strategy
Attribute Performance
of all sales & marketing channel
investments to understand true
channel value in order to more
effectively target spend through
a robust attribution model
Data
Value