My specialty is Marketing Automation, but Analytics and Reporting come up in pretty much any project I do. This presentation shows the 'why' behind marketing analytics, which metrics to choose, how to collect the data and how to create your reports.
This talk was held at the 12th meeting on July 22 2014 by Karen Zhang.
Customers in business-to-consumer (B2C) and business-to-business (B2B) markets go through similar buying journey: need, search, evaluate, and finally order. Thus similar customer analytics approaches are applicable to both scenarios. However company’s go-to-market strategies are usually different in B2C vs. B2B. This study discusses unique characteristics of analytic methodologies applied in B2B vs. B2C. Two case studies will be presented to illustrate similarities and differences.
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
I have made a slide for a marketing analytics course that I have recently completed on Coursera. The slide covers topics such as:
different types of marketing analytics and their uses,
brand value & brand architecture,
customer lifetime value and its applications,
before-after and full factorial marketing experiments
and regression analysis.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
This talk was held at the 12th meeting on July 22 2014 by Karen Zhang.
Customers in business-to-consumer (B2C) and business-to-business (B2B) markets go through similar buying journey: need, search, evaluate, and finally order. Thus similar customer analytics approaches are applicable to both scenarios. However company’s go-to-market strategies are usually different in B2C vs. B2B. This study discusses unique characteristics of analytic methodologies applied in B2B vs. B2C. Two case studies will be presented to illustrate similarities and differences.
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
I have made a slide for a marketing analytics course that I have recently completed on Coursera. The slide covers topics such as:
different types of marketing analytics and their uses,
brand value & brand architecture,
customer lifetime value and its applications,
before-after and full factorial marketing experiments
and regression analysis.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
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.
Todd Katler, Vice President at LevelOne gives and excellent presentation on measuring marketing effectiveness and also touches on measuring the effects if social media.
Digital marketing provides accountability and the chance to look at advertising as an investment in getting a certain yield. Yet most apartment firms are drowning in lead reports from vendors, sales reports from their property management system and maybe even more reports from their lead tracking vendor. Learn from experts how to organize your available analyses and extract the highest-value data and to have the confidence to use it to increase your NOI due to marketing.
CMO Workbench helps retailers approach their marketing mix differently by uncovering consumer spend patterns and segmenting customers to re-direct marketing
effort and spend that can be quantified.
Accelerating Customer Insights & enhancing Business impactAjay Kelkar
How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity
The weakness of current Closed-loop Marketing systems is their inability to drive a holistic analytical process - reports YES analytics NO. This presentation describes the importance of analytical to CLM success and the analytical process that is possible with Closed-loop Marketing.
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
The foundation of any strong relationship is ongoing trust and good communication, including the connection between corporations and consumers. When companies focus on customer relationships, their goal must be mutually beneficial: satisfied clients who are happy to keep doing business with the brand. This win-win scenario only happens when they join forces.
Consumers are invited by the company to opt-in to share their location, preferences, suggestions, experiences, and behaviors. Through this data collection, marketers can deliver value back to the customer, such as through rewards, targeted offers, relevant advertisements, and product and service improvements. Just as strong relationships with family and friends take an ongoing commitment, brand-consumer relationships also require a constant nurturing process.
How can brands work with their customers to form long-lasting, mutually beneficial, and deeper relationships? Join our panel of experts and us on a live webinar as we discuss:
· The importance of inviting consumers to share from the start
· Gathering and managing customer data on an individual level
· Progressing successfully through the stages of brand-consumer intimacy
· Creating key performance indicators (KPIs) around consumers
· Maintaining consumer loyalty in the crowded marketplace
· Consumer data protection that suits both company and customer
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Operationalizing Customer Analytics with Azure and Power BICCG
Many organizations fail to realize the value of data science teams because they are not effectively translating the analytic findings produced by these teams into quantifiable business results. This webinar demonstrates how to visualize analytic models like churn and turn their output into action. Senior Business Solution Architect, Mike Druta, presents methods for operationalizing analytic models produced by data science teams into a repeatable process that can be automated and applied continuously using Azure.
Predictive Analytics in Retail - Visual Infographic Reportc24ltd
A visual infographic report about Predictive Analytics in Retail, based on our whitepaper "Predictive Analytics in Retail" (link: https://blog.c24.co.uk/2016/08/17/c24-publishes-new-predictive-analytics-whitepaper/).
We explore the ways in which Predictive Analytics is set to change how retailers make use of big data, analytics and insights across their customers, supply chain and stores.
Do you know the real story your data is telling you?4Ps Marketing
Do you know the real story your data is telling you, or are you still stuck reading a fairytale? Insights Consultant Emma Haslam spoke about the subject at Brighton SEO 2014.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
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.
Todd Katler, Vice President at LevelOne gives and excellent presentation on measuring marketing effectiveness and also touches on measuring the effects if social media.
Digital marketing provides accountability and the chance to look at advertising as an investment in getting a certain yield. Yet most apartment firms are drowning in lead reports from vendors, sales reports from their property management system and maybe even more reports from their lead tracking vendor. Learn from experts how to organize your available analyses and extract the highest-value data and to have the confidence to use it to increase your NOI due to marketing.
CMO Workbench helps retailers approach their marketing mix differently by uncovering consumer spend patterns and segmenting customers to re-direct marketing
effort and spend that can be quantified.
Accelerating Customer Insights & enhancing Business impactAjay Kelkar
How do you convert data into insight and then use that to drive business impact. Here are some lessons from my experience in HDFC bank and also as an entrepreneur at Cequity
The weakness of current Closed-loop Marketing systems is their inability to drive a holistic analytical process - reports YES analytics NO. This presentation describes the importance of analytical to CLM success and the analytical process that is possible with Closed-loop Marketing.
What Should Marketers Really be Measuring?LinkedIn
There has never been more pressure on B2B marketers to demonstrate their impact on driving pipeline and revenue results. But are we measuring the right things? Does click-through rate even matter? And have we seen the end of last-click marketing attribution? Is the key to effective B2B lead generation… fewer leads?
These are all questions we’ll be exploring in this presentation.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
The foundation of any strong relationship is ongoing trust and good communication, including the connection between corporations and consumers. When companies focus on customer relationships, their goal must be mutually beneficial: satisfied clients who are happy to keep doing business with the brand. This win-win scenario only happens when they join forces.
Consumers are invited by the company to opt-in to share their location, preferences, suggestions, experiences, and behaviors. Through this data collection, marketers can deliver value back to the customer, such as through rewards, targeted offers, relevant advertisements, and product and service improvements. Just as strong relationships with family and friends take an ongoing commitment, brand-consumer relationships also require a constant nurturing process.
How can brands work with their customers to form long-lasting, mutually beneficial, and deeper relationships? Join our panel of experts and us on a live webinar as we discuss:
· The importance of inviting consumers to share from the start
· Gathering and managing customer data on an individual level
· Progressing successfully through the stages of brand-consumer intimacy
· Creating key performance indicators (KPIs) around consumers
· Maintaining consumer loyalty in the crowded marketplace
· Consumer data protection that suits both company and customer
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Operationalizing Customer Analytics with Azure and Power BICCG
Many organizations fail to realize the value of data science teams because they are not effectively translating the analytic findings produced by these teams into quantifiable business results. This webinar demonstrates how to visualize analytic models like churn and turn their output into action. Senior Business Solution Architect, Mike Druta, presents methods for operationalizing analytic models produced by data science teams into a repeatable process that can be automated and applied continuously using Azure.
Predictive Analytics in Retail - Visual Infographic Reportc24ltd
A visual infographic report about Predictive Analytics in Retail, based on our whitepaper "Predictive Analytics in Retail" (link: https://blog.c24.co.uk/2016/08/17/c24-publishes-new-predictive-analytics-whitepaper/).
We explore the ways in which Predictive Analytics is set to change how retailers make use of big data, analytics and insights across their customers, supply chain and stores.
Do you know the real story your data is telling you?4Ps Marketing
Do you know the real story your data is telling you, or are you still stuck reading a fairytale? Insights Consultant Emma Haslam spoke about the subject at Brighton SEO 2014.
Digital Marketing for Enterprise Level Companies by Benj ArriolaBenj Arriola
Presented at the "Growing Your Business in the Digital World" event organized by SEO Hacker / JCI Manila. Gives an overview of digital marketing and several strategies, tips and techniques when dealing with enterprise level clients.
Marketo's Secret Sauce: Smarter Marketing for Best ResultsSugarCRM
You’ve heard the buzz about marketing automation and how it can help maximize your marketing efforts. But do you really grasp its full potential? Get the inside scoop from Jon Miller (@jonmiller), VP Marketing and co-founder at Marketo. In this session, Jon will share an up-close and exciting look into the content marketing, lead generation, and marketing automation strategies that are driving Marketo’s growth, including:
- Key trends driving marketing automation
- Designing programs to be measurable
- Key lessons to improve your performance, profitability, and credibility with marketing metrics and analytics
- How the experts at Marketo do it themselves, including actual examples of how Marketo’s smart and innovative programs produce eye-popping results
This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.
For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com
Analytics and Reporting: How to define metrics that actually mean something t...Mediative
Learn from experts Chris Knoch (VP Marketing, Ready Financial Group), Bill Barnes (VP of Mediative) and Kyle Grant (Senior Sponsored Search Marketing Strategist, Mediative), as they share their insight on:
- Telling a story with your numbers and what they actually mean to the business
- Translating your data into business intelligence
- Defining numbers that impact your bottom line
- Avoiding data paralysis, and much more!
Daily Measurement: Marketing's New Secret WeaponOrigami Logic
How Continuous Analysis of Marketing Signals Drives Business Outcomes:
The real-time flow of digital signals opens the doors for modern marketers to measure, analyze and optimize campaigns continuously. However, marketing organizations today struggle with aligning resources, data, and technology to enable agile measurement and decisioning at scale, resulting in missed opportunities to interact with customers at the moment of need.
Join special guest, Tina Moffett, Senior Analyst at Forrester Research, along with Scott Jones, VP Marketing at Origami Logic, as they provide guidance on how to create an agile data-driven organization, leverage technology to automate and scale measurement, and enable your team to make the right decisions at the right moment using signals that are up to date, accurate, and in context.
In this webinar, you’ll get: 1) Detailed trends on the adoption of marketing measurement , 2) Guidance on how to identify people, processes, and technology necessary to enable agile measurement at scale, and 3) A to-do checklist for becoming an agile data-driven organization.
Vanity vs Actionable metrics: Data Led Program Episode 1Joseph Karim
This is the first episode of the Data-led Program; cohosted by InnerTrends and Market 8; to see the full program check out the episodes here:
https://www.market8.net/data-led-growth-program/episodes
You will learn:
What are Vanity Metrics?
What are Actionable Metrics?
Define Your Product’s Actionable Metrics
Align Your Team Around These Metrics
Track Your Progress
Identify Opportunities
If you'd like to have your SaaS company reviewed sign up for your chance to win a 2-hour workshop:
https://www.market8.net/data-led-growth-program/apply-free-workshop-decision-lp
In our session we’ll dive into:
Your product, how it works, and how it makes your users successful
Which metrics you’re tracking, how you’re currently tracking them and what you should be tracking
Defining your product’s actionable metrics
Aligning your entire team around the metrics that matter, and assigning responsibilities
Dive into your funnel, and diagnose your biggest growth problem
Learn how to use data-driven strategies to increase sales productivity by focusing reps on where they are most likely to have success.
FIND WHITE SPACE
Understand what’s likely to close and what’s not.
REDEFINE SQL
Leverage your predictive data to redefine what constitutes a Sales Qualified Lead.
ALIGN WITH MARKETING
Communicate trends across SQLs and closed-won business to Marketing.
MEASURE SUCCESS
Update your metrics to make sure you’re incentivizing revenue generating activity.
Using Google Analytics for Business Growth - Webinar ReapDigital
Learn how to go beyond the default setup of Google Analytics and adopt a holistic approach to Google Analytics by measuring your business KPI’s, online and offline customer journey and, using analytics to discover actionable insights.
Course5 & Lenovo: Analytics driven Digital Trading DeskCourse5i
We build for organizations the capabilities and intelligence to make the most effective strategic and tactical moves related to customers, markets, and competition
Content marketing analytics: how to make your data work harder for your businessDaniel Smulevich
Presentation from Search London - July 2014.
The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue.
Here is a 3-step process to do that.
Finding Untapped Revenue in Your DatabaseLeadSloth
This is my presentation at the Pardot User Conference, September 28, 2010 in Atlanta. It's an expanded and improved version of my "7 steps to find untapped revenue" presentation.
This is my presentation from Silverpop's B2B Marketing University, September 14th in New York City. It explains the components of marketing automation, and gives examples of effective email marketing and landing pages.
Secrets to Creating Lead Nurturing Content That ConvertsLeadSloth
Content is King. If your goal is to find hidden sales opportunities in your lead database, content plays an important role. With the right content, leads will move through the buying process more quickly, and sales will receive high-quality leads only.
Segmentation of your database and development of personas allow you to develop the right messages, content and offers. This will dramatically increase the effectiveness of your lead nurturing campaigns. This slide deck presents a step-by-step approach to segmenting your database and developing personas for your most important target groups.
The following questions will be addressed:
- Do segmentation and personas really increase conversion?
- How many segments should I create?
- Do I segment my database by title, influence, industry, or something else?
- Which personas should I develop?
- How can I develop an insightful persona quickly?
- I have created segments & personas, what now?
These practical tips that can result in conversion improvements ranging from 20% to 400%.
For the full webinar recording, please visit the LeadSloth website.
7 Steps to Finding Untapped Revenue in Your Marketing DatabaseLeadSloth
Do you have a lot of leads in your database who have never been followed up on? If yes, you have a lot of untapped revenue in your database. View this slide deck to learn how to generate additional revenue from your existing leads.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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.
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/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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
1. B2B Marketing Analytics
Using Data Analytics to Improve
Lead Generation & Lead Nurturing
Jep Castelein, LeadSloth
(@jepc)
2. Q: B2B Marketers?
Who is:
Marketer?
B2B?
B2C?
Sales?
Analytics or BI professional?
Websites, Social Media, Advertising, Agencies?
3. Marketing, Sales, Lead Generation
Marketing = Getting People Interested (1 to many)
Sales = Getting Interested People to Give You Money (1 to 1)
Lead Generation = Getting a List of People to Spam Nurture
4. What is Marketing Analytics?
My Definition:
Marketing Analytics = analyzing performance of the
marketing function to optimize:
marketing tactics
budget allocation
ROI
revenue prediction
6. My Focus & Background
My Focus:
B2B Marketing
Lead Generation
Lead Nurturing
Marketing & Sales Alignment
My Background:
10+ Years of Software Marketing
Now: B2B Marketing Consultant
10. Basic Metrics
From Raw leads
To Qualified leads
Ideal Lead Profile
Lead Scoring
11. Revenue Metrics
1. Do a search on 'widgets for industrial cleaning'
2. Find blog article on http://blog.widgetco.com
3. Subscribe to RSS
4. Register for eBook "industrial cleaning for less" that is
promoted in next blog post
5. Registration for webinar (invitation came via email)
6. Visit www.widgetco.com for product and pricing info
7. Received call from a Widgetco sales person
8. I buy some widgets to try it out
12. Revenue Metrics
Measure a Campaign's Impact on Revenue:
Cost
e.g. Search Engine Optimization project costs $50k
Revenue
e.g. $400k revenue from Google searches
Margin
e.g. $400k revenue = $150k profit
ROI
e.g. 150 - 50 / 50 * 100% = 200% ROI
Requirements:
Closed-loop marketing measurement
16. Justification Metrics
Keep track of the following:
marketing sourced pipeline
marketing influenced pipeline
investment-to-pipeline
investment-to-revenue
17. Metrics & Our Goals
Optimize:
Marketing tactics:
using all metrics
Budget allocation:
using revenue metrics & process metrics
ROI:
using justification metrics
Revenue prediction:
using process metrics
23. Marketing Reporting
Show trends over time (capture snapshots of your data)
Group by category (e.g. classify your campaigns)
Drill-down options (subcategories & segmentation)
Waterfall reports
Exception & trend reporting