The document discusses how combining creative and data-driven marketing can improve engagement and make marketing more data-driven. It advocates using data and insights, not just data, to inform marketing strategies. Examples are given of how predictive modeling for Lenovo improved various metrics like engagement, click-through rate, and qualified leads. The discussion also touches on validating marketing success by analyzing relevant metrics.

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

2. 2THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
O
#DATAandBACON

3. 3THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
IMPROVE ENGAGEMENT
BECOME DATA-DRIVEN

4. 4THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
OTHE STATUS QUO…

5. 5THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.

6. 6THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
INSIGHT
NOT DATA

7. 7THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.

8. 8THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
Source: Spiceworks, “Tell us about your Lenovo project,” Jan 2015

9. 9THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
Obviously flexible. Surprisingly tough.

10. 10THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
Behold the #Badgerina!

11. 11THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.

12. 12THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.

13. 13THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
PREDICTIVE MODELING

14. 14THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.

15. 15THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
• 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%

16. 16THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
MIKE: but also how you look for bacon to validate the success of the work

17. 17THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.

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