How to Close the Loop on Data-Driven Creative

1. CLOSING THE LOOP ON CREATIVE
AND DATA-DRIVEN MARKETING
Mike Ballard
@mballard5574
Head of B2B Digital Marketing
Lenovo
Adam Kleinberg
@adamkleinberg
CEO/Co-Founder
Traction

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O
#DATAandBACON

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IMPROVE ENGAGEMENT
BECOME DATA-DRIVEN

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OTHE STATUS QUO…

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INSIGHT
NOT DATA

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Source: Spiceworks, “Tell us about your Lenovo project,” Jan 2015

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Obviously flexible. Surprisingly tough.

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Behold the #Badgerina!

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PREDICTIVE MODELING

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• Engagement Up 300-400%
• CTR up 300%
• VCR from 50% to 79%
• Unsubscribes Down 50%
• Read vs. Skim Rate 60% to 85%
• Qualified Leads Up 250%

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MIKE: but also how you look for bacon to validate the success of the work

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18. Adam Kleinberg
Traction
@adamkleinberg
Mike Ballard
Lenovo
@mballard5574
Thanks!