The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.

1. first rule of marketing analytics
forget about the customer

2. If you had a $1,000,000, what marketing channels would you invest in to get new customers?

3. challenge #1
The customer decision journey has become very
complex

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

5. challenge #2
The marketing data ecosystem has become very
fragmented

7. challenge #3
We utilize outdated tools and methodologies to measure
success

8. manual measurement silos
“ I Win” “No I Win” “ No it was me!” “ All me baby!” “I never win” “I am pretty”

9. why we must change our approach
The result of this historical approach to measuring marketing at a customer level leaves marketers
making 100% of their marketing channel investment decisions with 1% of the information.
Marketers today are still utilizing analytics methodologies of the past to solve for the complex
data ecosystem and decision journey of today

10. marketing analytics measurement funnel
marketing awareness
marketing engagement
marketing
impactHolistic Dashboard Strategy
all data in one source of truth
to understand correlation and
channel performance

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. marketing analytics measurement funnel
Online Performance Model
determines how channel
engagement drives impact
Online Conversion Model
determines how channels are
used in conversion
Marketing Mix Model
determines how online/offline
channel mix drives engagement
Marketing Performance
Model determines how
online/offline channel
awareness drives impact
marketing awareness
marketing engagement
marketing
impactHolistic Dashboard Strategy
all data in one source of truth
to understand correlation and
channel performance

14. marketing analytics framework
The most effective marketing channels are used to support
Customer Segmentation, Product Segmentation, and Market
Segment Strategies based on performance and strategy
alignment
marketing awareness
marketing engagement
marketing
impact
customer
segmentation
market segmentation
product segmentation
Customer Segments, Products, and Markets are identified to
grow market share, meet retention targets, and grow the
customer base.

15. measure the journey – grow your customers
Challenge #1
the complex customer journey
Challenge #2
the fractured data ecosystem
Challenge #3
manual measurement silos
• Audit all touch points for your customer journey
• Implement basic metrics to track movement
Challenges Solutions
• Centralize all data into one data platform solution
• Implement automated data integration processes
• Implement holistic automated dashboards
• Implement attribution performance measurement

16. build a path to success
Attribute Performance
of all sales & marketing channel
investments to understand true
channel value in order to more
effectively target spend through
a robust attribution modelHolistic 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
DataValue