This document discusses the importance of marketing intelligence and using metrics to measure marketing performance. It provides examples of how companies like Best Buy and Porsche have successfully implemented marketing intelligence strategies. Best Buy analyzed customer data to identify key segments like "Jills" and customized marketing efforts for different stores. Porsche tracked a new vehicle launch campaign across direct mail and their website. The document also reviews how DuPont used NASCAR sponsorships and print advertising to build brand awareness for their Tyvek homewrap product while seeking to measure marketing performance. Overall it emphasizes that market leaders employ data-driven marketing approaches and metrics to optimize efforts.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
What does it mean to be a product marketer? What responsibilities do product marketers have?
Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
What does it mean to be a product marketer? What responsibilities do product marketers have?
Learn the answers to this, plus tips for elevating your company's product marketing here: https://www.drift.com/blog/what-is-product-marketing/
business analytics and its importance, marketing analytics definition and its importance, how marketing analytics helps to run the organization in effective and efficient manner.
Predictive Marketing: A fine line between useless data and patterns that sell.
Predictive marketing has been the buzzword recently. While most companies talk about it, many do not understand the underlying challenges and capabilities. Let's take a quick look at some of the current challenges for marketers, the data set and how predictive can serve a great purpose, if matured properly and embedded into our day to day activity.
Slides are powered by the team at https://www.Vbout.com - Powerful marketing technology for multi-channel campaigns
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
HubSpot partnered with innovative executives from Forrester Research, Mindjet, Rue La La, Zendesk, Atlassian, and GitHub to bring you this look into modern-day marketing org structure. As inbound and digital change the way we market, we need to stay ahead in the way we organize our teams. In this report, each executive details their org chart and looks ahead to the future. You can also download each job description found in the report for your company to use!
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Here's a great customer journey map template to help customer success folks document, visualize and evaluate how they interact with customers. Here is a link to the supporting blog post that details how to use the template and explains some of the assumptions we made in creating the lifecycle stages, and categories = http://www.preact.com/blog/customer-journey-map-template
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Marketing methods for nonprofit organizations of all types to build effective relationships with donors, volunteers, and clients. Addresses how to create effective social media, email, and web-based marketing programs at low cost and time requirements.
Media Planning in 2020 and Beyond -- Integrating Traditional & DigitalSamuel Scott
I argue that we are seeing the tyranny of online direct response and short-termism, both of which are hurting our long-term advertising effectiveness. Then, I use the latest research to show that we need to get out of our bubble and rethink our approach to media planning today by integrating traditional and online channels as well as long-term and short-term strategies in the most effective ways.
business analytics and its importance, marketing analytics definition and its importance, how marketing analytics helps to run the organization in effective and efficient manner.
Predictive Marketing: A fine line between useless data and patterns that sell.
Predictive marketing has been the buzzword recently. While most companies talk about it, many do not understand the underlying challenges and capabilities. Let's take a quick look at some of the current challenges for marketers, the data set and how predictive can serve a great purpose, if matured properly and embedded into our day to day activity.
Slides are powered by the team at https://www.Vbout.com - Powerful marketing technology for multi-channel campaigns
Developing your go to market strategy by Kris Konrath, Convergent Digital Ignition
Learn about developing your go to market strategy. We’ll take a look at the five key components to developing a go to market strategy including your target market, marketing channels, messaging, pricing & packaging and customer acquisition cost. By Kris Konrath, Marketing Director at Convergent
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
HubSpot partnered with innovative executives from Forrester Research, Mindjet, Rue La La, Zendesk, Atlassian, and GitHub to bring you this look into modern-day marketing org structure. As inbound and digital change the way we market, we need to stay ahead in the way we organize our teams. In this report, each executive details their org chart and looks ahead to the future. You can also download each job description found in the report for your company to use!
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Here's a great customer journey map template to help customer success folks document, visualize and evaluate how they interact with customers. Here is a link to the supporting blog post that details how to use the template and explains some of the assumptions we made in creating the lifecycle stages, and categories = http://www.preact.com/blog/customer-journey-map-template
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Marketing methods for nonprofit organizations of all types to build effective relationships with donors, volunteers, and clients. Addresses how to create effective social media, email, and web-based marketing programs at low cost and time requirements.
Media Planning in 2020 and Beyond -- Integrating Traditional & DigitalSamuel Scott
I argue that we are seeing the tyranny of online direct response and short-termism, both of which are hurting our long-term advertising effectiveness. Then, I use the latest research to show that we need to get out of our bubble and rethink our approach to media planning today by integrating traditional and online channels as well as long-term and short-term strategies in the most effective ways.
This is the final lecture of the brand section of the metrics. This lecture covers take rates, acquisition costs, marketing balanced scorecards and demand generation marketing.
This workshop takes a realistic view of Account Based Marketing (ABM) and cuts through the hype that often surrounds it. Through the eyes of small and mid-size companies we’ll focus on the key elements necessary to plan and execute a realistic program with a positive ROI.
We’ll have frank discussions on what an ABM program can and can’t do. With so much being claimed, we’ll insert some realism into the equation. Without shiny objects running up the bill with minimal ROI payback, this session will share ways to accomplish the desired goals while staying on a tight budget.
Key topics covered in the workshop will be:
Basic elements of account-based marketing and the recent developments making a buzz
Levels of ABM maturity (so attendees can see where they rank in the ABM readiness index)
Goal setting and revenue-based funnel requirements for target accounts
Target account selection strategies
Prospect data build out strategies
Ideal Customer Profile (ICP) tactical checklist
Intent data cost benefit ramifications to consider
Enroll here: https://dmanc.org/workshop/account-based-marketing-training/
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
The majority of marketers agree — data-driven marketing is an essential practice for any business. But what does it look like to “get it right?” And if your approach is less than sound, what are the consequences?
You'll learn about:
-Why data-driven marketing is so difficult to get right
-How to clean, organize, and manage your database
-Where lead lifecycle marketing and account-based marketing fit into a data-driven approach
-Using your data to create more personalized and engaging experiences
-Implementing the right attribution solution for your organization and team
Work Smarter, Not Harder in 2020 Webinar SlidesEngagio
ABM is currently the hottest marketing trend, but how does it work with demand generation? Do you have to pick just one? And what happens if you do both? With 85% of organizations now using both ABM and demand gen to turbocharge their marketing, many are still struggling to integrate the two approaches. In this webinar, we’ll show you how to strike the perfect balance to ensure that your company is getting the best out of both worlds.
In this webinar, you’ll learn:
-How to turn insights into action and enable sales to double target account engagement;
-The secrets to automating ABM programs and scaling your marketing efforts; and
-3 steps to moving from a lead-centric funnel to an account-based funnel and measuring success.
There’s no better person to help you navigate the journey than Jon Miller. He was at the forefront of demand gen when he built Marketo, and now he’s at the forefront of ABM building Engagio.
How to Cultivate Leadership Principles by Amazon Senior PMProduct School
This presentation covers the complexities of working with products across the physical and software arena. It covers how ideas and concepts become reality, how a PM works cross-functionally with multiple teams to keep a project flowing and how a PM continues to iterate and improve upon products after they've made it to consumers' hands.
The Future of Marketing Automation & ResponsivenessMagic Logix
Presentation on the Future of Marketing Automation and Responsiveness, Hassan Bawab discusses real time personalization with marketing automation and agile marketing.
http://www.magiclogix.com/services/digital-marketing/marketing-automation/
Improving U.S.-Pakistan Relations: A Primer for the Trump Administrationcommandeleven
Whether it is through the Taliban and Haqqani Group in Afghanistan who are “killing U.S. soldiers with the support of Pakistan’s armed forces,” or Lashkar-e-Jhangvi and Jaish-e-Muhammad, who are used to “keep India off-balance and bring international mediators to resolve the Kashmir dispute,” everything starts in either Rawalpindi or Aabpara according to the report.
We will be analyzing the major points and providing a clearer picture.
The media/press kit for Agency Rules - Never an Easy Day at the Office, the debut novel from Khalid Muhammad.
You can buy the book at http://www.amazon.com/dp/B00HUZOED2
Emerging Media & It's Impact on Marketingcommandeleven
This is the 13th lecture of my Interactive Global & Regional Marketing course. The lecture covers emerging medias like location and proximity based marketing, augmented reality, advergaming and branded entertainment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
1. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Introduction to Marketing Intelligence
Adding Real Value to Your Marketing Department
2. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
“Every week, I have to go to a gun fight,
the senior executive leadership meeting,
and I am tired of going to a gun fight
with a knife.”
3. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Marketers are struggling with their
budgets and are constantly being asked
to do more with less.
4. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
For marketers, the challenge of
providing concrete results is amplified
since brand and awareness are “fuzzy”
and are not directly related to sales
revenues
5. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
During this course, I will give you
examples of 252 companies that make
up over US$ 53 billion of annual
marketing spending
8. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
55% of the marketing executives
surveyed reported that their staff does
not understand essential marketing
metrics
10. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
What you will learn in this course is
that this can all be changed without a
major investment in time or resources
by focusing on measuring the right
metrics in the right way
11. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
This course is intended for anyone in
marketing who wants to significantly
improve their marketing performance
and justify marketing spending
12. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Now, we could talk about the 50 to 100
metrics applicable to marketing, but I
will talk about 15 that are really
important
13. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
I will teach you how to use these metrics
to quantify the value of marketing and
radically improve marketing
performance
15. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Reasons range from “we don’t know
how” to the challenge that branding and
awareness marketing activities are fuzzy
and don’t directly impact sales revenues
in a short time period
16. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
International Data Corporation (IDC)
estimates that data storage is growing at
60% annually, which tells us that stored
data is doubling every 20 months
17. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLEDHTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
The Different Scopes of Intelligence
21. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
You would think that he would answer –
“Circuit City,” but instead he said –
“Wal-Mart”
23. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Wal-Mart is the world’s largest retail
chain; and with amazingly efficient
supply chain and economy of scale,
driving price and margins to the bare
minimum
25. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Circuit City’s marketing strategy was to
constantly run sales. Yes, this drew
customers to the stores and drove sales
revenues, but competing with Wal-Mart
– running sales actually lost the business
money – negative profitability!
28. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
A significant amount of the marketing
budget is spent on demand generation
marketing – designed to get customers
into the stores
29. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
But Best Buy spends more money on
branding, CRM and infrastructure to
support Marketing Intelligence
30. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Best Buy also keeps score – measuring
the results of marketing initiatives to
optimize its marketing activities
31. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Best Buy marketers analyze customer
purchasing characteristics and
demographics on a store-by-store basis.
34. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
“Jills” are soccer moms who may be
working but also run the family. She also
makes the primary electronics
purchasing decisions for the household
36. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Best Buy customized the marketing in
specific stores where there were a
significant number of “Jills” in the
surrounding population
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This meant specialized in-store
advertising, direct mail and changing the
product mix to appeal to them, which
lead to a large percentage increase in
these store’s sales revenue
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Marketers that “get” marketing have a
competitive advantage and those who
do not gradually lose market share
and/or profitability until they are
swallowed by competitors or go out of
business
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What Do We Know From Our Research
53% of organizations do not use forecasts of campaign return
on marketing investment (ROMI), net present value (NPV),
customer lifetime value (CLTV), and/or other performance
metrics
57% do not use business cases to evaluate marketing
campaigns for funding
61% do not have a defined and documented process to
screen, evaluate, and prioritize marketing campaigns
69% do not use experiments contrasting the impact of pilot
marketing campaigns with a control group
73% do not use scorecards rating each campaign relative to
key business objectives prior to a funding decision.
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A majority of marketing organizations do
not have professional processes in place
to manage marketing and that most do
not use marketing metrics in their day-
to-day marketing activities
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The divide is even more pronounced
when we look at marketing
organizations’ use of data
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How Marketing Uses Data
57% do not use a centralized database to track and analyze
their marketing campaigns
70% do not use an enterprise data warehouse (EDW) to track
customer interactions with the firm and with marketing
campaigns
71% do not use an EDW and analytics to guide marketing
campaign selection
80% do not use an integrated data source to guide automated
event-driven marketing
82% never track and monitor marketing campaigns and assets
using automated software such as marketing resource
management (MRM)
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The goal of this course is to give you
transparent metrics, tools, examples,
and a road map to actually do data-
driven marketing and apply marketing
metrics in your organization
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‘‘Half the money I spend on marketing is
wasted—the problem is I don’t know
which half.’’
- John Wanamaker
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‘‘Half the money I spend on marketing is
wasted, but today I know which half: TV
advertising.’’
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The Metrics That Work
Non Financial Metrics
– Brand awareness
– Test-drive
– Churn
– Customer satisfaction
(CSAT)
– Take rate
Financial Metrics
– Profit
– Net present value (NPV)
– Internal rate of return
(IRR)
– Payback
– Customer lifetime value
(CLTV)
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The Metrics That Work
New Age Metrics (Internet
Metrics)
– Cost per click (CPC)
– Transaction conversion
rate (TCR)
– Return on ad dollars
spent (ROA)
– Bounce rate
– Word of mouth (WOM)
(social media reach)
We will have an in-depth
discussion of Internet
marketing best practices
Give multiple examples of
how to use the Internet to
radically improve marketing
performance
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The Product Launch
A stamped ‘‘raw’’ metal plate was
delivered to existing Turbo Cab owners
to coincide with the press
announcement of the new product
launch
The mailing provided personalized log-
in credentials and encouraged visits to
the web site with: ‘‘The raw Porsche
911 Turbo Cabriolet awaits your color
selection.’’
On the web site, the customers chose
their favorite color and ordered a
personalized Turbo Cab poster
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The Product Launch
The design of the campaign, integrated
with the Internet web site, enabled
end-to-end tracking
There were 2,700 unique log-ins with
an average session time of almost 15
minutes, and 5,670 posters were
ordered
Interestingly, there was also a
significant WOM component, with
nearly 500 send-to-a-friend invitations
The campaign overall had a 30 percent
response rate, and 38 percent of Turbo
Cab buyers during this period received
the mailer
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The Product Launch
The response rate and time on site is
truly amazing given the high cost of the
product - $130,000
Target demographic: busy executives,
lawyers, and doctors.
This example is that the direct-mail
marketing was designed for
measurement and was integrated with
the Web, enabling the capture of
customer response data and
identifying potential leads
56. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Customization and marketing
intelligence can have a significant and
measurable performance impact for
both small and large firms
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DuPont Tyvek HomeWrap
DuPont Tyvek is a well known US
brand
The product is successful because of
the innovative properties of the
product and the marketing strategy
that DuPont used
Tyvek has a unique property that keep
liquid water from passing through
making it extremely durable
Tyvek is used in packaging, protective
apparel, envelopes, covers, graphics
and home construction
It is extremely useful in the
construction industry where it is
wrapped around the building frame to
keep mold and mildew out while
protecting homes & buildings from
water damage
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The Challenge
Marketing Intelligence and marketing
metrics start with the principle of
keeping score for all major marketing
activities
This is challenging, since the
advertising is designed to brand Tyvek
by creating awareness for the product
and an emotional attachment that your
home is safe with Tyvek
In addition to the print marketing,
DuPont used the sponsorship of Jeff
Gordon in NASCAR.
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NASCAR
NASCAR is an extremely popular sport
in the United States
It’s also very interesting from the
marketing perspective
It is the #1 in-person attended sporting
event and the #3 most watched sport
in the United States
Almost 80 million people regularly
watch NASCAR
Combined with F1, auto racing is the
#1 live event in the world today
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Jeff Gordon
DuPont also sponsors Jeff Gordon
Has won the NASCAR
Championship 4 times
ESPN rates him the 8th most
recognized sports figure in the
United States
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Activation Campaign
Campaign included painting Jeff
Gordon’s car with a Tyvek “TV panel”
on the back for a race in Kansas & TV
advertising blanketed the Kansas area
during the race to build customer
awareness
Primary focus of the campaign was on
three groups:
– Retailers
– Builders
– Specialists in Construction
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The Poster Sent to Distributors
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The Offer
The offer was for an ‘‘ultimate race
weekend’’ luxury box for the race and
opportunity to actually meet Jeff
Gordon
Awards went to
– top 24 retailers across the country
who sold the most DuPont
products
– top 24 builders who bought the
most DuPont products
– top 24 specialists who signed up
the most new and existing retailers
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The Results
438 retailers signed on
– 202 new and 236 existing
– 186% sales increase during the
promotional period
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The Weakness of the Measurement
A weakness of the marketing
measurement was that the
impact of the brand and
awareness component of the
marketing was not captured
particularly well
Tyvek logo that is visible on
all new construction that
uses the Home Wrap product
The following was posted on
the www.NASCAR.com blog:
69. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
My favorite NASCAR memory includes
our favorite driver, Jeff Gordon, and my
son, Logan. When Logan was two, we
would drive by new housing
developments and he would tell us
which houses were Jeff Gordon’s.
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We didn’t put it together for a couple of
months, but every time we would walk
by or drive by a new housing
development Jeff Gordon almost always
had a house there.
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Finally, we realized our two-year-old was
matching the DuPont Logo from Jeff
Gordon’s racecar with the DuPont House
Wrap logo (Tyvek) on the new homes.
Kudos to DuPont for its brand.
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The takeaway is that the Tyvek Home
Wrap campaign primary objectives were
designed to be measured; DuPont
marketing was keeping score, and the
pre-post change in number of pallets
shipped justified future marketing
investments.
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If you ask CMOs how they spend their
budget, you most often hear the
percentage spent on TV, print, Internet,
direct mail, telemarketing, and so on.
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But this breakdown is not particularly
useful, since it does not tell us what
these organizations actually do with
their money.
77. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
We want to know what marketing
investments are actually intended to do
or achieve?
78. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
We define 5 buckets of funding based on
achieving different goals and objectives –
such as demand generation,
branding/awareness, customer relationships,
shaping markets and infrastructure.
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The 5 Buckets in Detail
Demand Generation – marketing activities to drive revenues
in a relatively short time period after the campaign
– Sales, coupons and events
Branding & Awareness – marketing activities drive awareness
and can include sponsorships, naming rights to events or
properties, and advertising specifically for awareness, not
promoting an upcoming sale
Customer Relationships – marketing focuses on creating a
personal link to the customer that drives loyalty and
engagement
– Thank you notes after purchase and loyalty programs such
as concierge shopping services
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The 5 Buckets in Detail
Shaping Markets – activities designed to make the market
more receptive to your products or services, through 3rd party
recommendations
– Analyst relationships for B2B firms and social media
blogging to influence perception
Infrastructure – investments into technology and training to
support the marketing team
– Enterprise Data Warehousing (EDW), analytics and
marketing resource management software to support
marketing intelligence functions
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How Do Marketers Allocate Budget?
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What Do We Know?
The Marketing Divide Is Real!
There is a Significant Difference Between Leaders & Followers
Leaders spend less on demand generation marketing and
more on branding, customer relationships, and infrastructure
to support marketing intelligence
Leaders have processes in place to optimize marketing
management – it’s not done ad hoc
Leaders have significantly better sales growth and financial
performance compared with the followers
And no surprise, key marketing processes of leaders include
metrics to keep score and marketing intelligence
86. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
When the economy gets tough, senior
management’s reaction is to
aggressively cut costs – but they use a
hatchet instead of a scalpel – causing
significant impact on both short and
long-term performance
87. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Marketing may seem like an easy cost-
cutting target due to the difficulty with
which its returns are quantified – but
when you understand the link between
investment into marketing and
performance during and following a
recession.
88. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
In a study covering 16 different industries
from 1980 – 1985, results showed that firms
that maintained or raised their advertising
expenditures during the 1981 – 1982
recession averaged significantly higher sales
growth during the recession and the three
years after.
89. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
By 1985, sales of companies that took an
aggressive advertising approach during
the recession had risen by 256% over
those who lowered or failed to maintain
their advertising spending
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In the 2001 technology industry
recession, Intel invested $2 billion in
new chip manufacturing facilities and
aggressively marketed new dual-core
technology in order to grab market share
from competitor AMD
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In 2008, three years into a recession in
construction, Johnson Controls rolled out a
new ad campaign continuing its ‘‘Ingenuity
Welcome’’ effort. The campaign, which
included significant print and online
advertising, demonstrates Johnson Controls’
efforts to build energy-efficient environments
for customers.
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Know Yourself –
Figure out which data are important
using the 80/20 rule: ask what is the 20
percent of data that will give 80 percent
of the value?
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Know Your Customers –
Fine-grained segmentation, which then
leads ultimately to customer targeting
and data-driven marketing activities.
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In 1974, bar code scanners were
introduced in retail, and for the first time
this enabled the tracking of individual
consumer product purchases at the
point of sale
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This technological innovation spawned
‘‘marketing science,’’ the idea that
marketers could quantify marketing
using analytic principles
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Today, the Internet and cell phone
networks are enabling the next leap in
data collection of customer interactions
with marketing
101. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
The new data-driven approaches and
infrastructure to collect customer data
are truly changing the marketing game,
and there is incredible opportunity for
those who can act upon the new insights
the data provides