Making Data Make Sense : A study on how digital analytics boost the marketing

1. How one marketing technology company gains
meaning from different data sources
Anshul Prasad 2013IPG-023
Making data
make sense

2. Daniel KeysMoran
Business architect, database guru, writer
“You can have data without
information, but you
cannot have information
without data.”

5. The 2014 Marketing Score Report
Looks at how 318 marketers, executives, and entrepreneurs rate theirorganizations
“20% of organizations do not
have marketing analytics,
which means they have zero
insight into online behavior.”

6. SOURCES
OF DATA

8. Email marketing
An easy way to send targeted
messages to different groups of
people. Builds loyalty, trust,and
brand awareness.
Marketing automation
The software platforms andtechnologies
organizations use to market across multiple
channels (email, social media,websites).

9. Web analytics
The collection, analysis and reporting of web data to
help marketers understand and optimize web usage.
Regularly monitoring web analytics can help you assess
and improve effectiveness of yourwebsite.

10. “If content is king,
it needs a castle.”
(and analytics is the queen)
IanMichaels
Principal and CEO at Gleanster Research

11. Big rockcontent

12. Google analytics

13. Google analytics

14. Asset levelanalytics

15. Marketing dashboard
Leads Planning a Project
Within 6Months
Leads IndicatingThey’re
Ready to Talk With Us
Opportunities Created
Year ToDate
OpportunityTypes

16. DO IT
YOURSELF
The right mix for you

17. ● What do you want from your web analytics?
○ Visitor paths, conversion funnel, heatmaps, click tracking
● What metrics should you watch in your CRM?
● What does your data tell you about engagement?
● What value does social media bring?
● What insights can you glean from your different systems?
Identify your data sources
DIYanalytics

18. DIYanalytics
Develop metrics and gain moreinsights
● Get clear on business goals and objectives
● Know “where” marketing happens, where sales happen
● Define your analytics strategy
● Know leading and lagging KPIs
● Be agile
● Use a mix that’s the best bang for your buck
● Create dashboards to analyze data

20. About PMG Worldwide Inc
PMG built a real-time marketing analytics platform to
increase return on ad spend
• Name of Organization: PMG Worldwide, Inc.
• Industry: Marketing, Retail
• Location: Ft. Worth, TX USA
• In this mobile and web-intensive world, marketers and
advertisers must be able to use real-time analytics to
target consumers in a more finely tuned way by offering
unique, personalized messages that are seen in the right
environment at the appropriate time.
• While the technology is in place to deliver the right data,
marketers struggle to connect with their customers in the
optimal context because of audience pools that are
incomplete, inaccurate.

21. What PMG Needed?
● PMG sought to help its client deliver its ads to audiences
in ways that were optimized and personalized. To achieve
this, PMG knew it needed alternative audience-based
solutions that would allow the agency to reach additional
users and pages within the brand’s site to support
product consideration, and ultimately drive demand on
third-party sites.

22. What PMG did ?
● To meet the needs of its beauty products clients, PMG
partnered with Media Math to develop a strategy to
construct audience profiles in a way that would allow
PMG to target new and dynamic users in real time
● PMG worked with MediaMath to collect data into a
centralized platform and turn the raw data into usable
marketing signals.
● PMG was able to use a series of four key “adaptive
segments” to create and build precise consumer profiles
that populated retroactively, and update those profiles in
real-time.
● This provided PMG and its client the ability to quickly
identify customers at various stages of search and
transactions.

23. Results ?
• The campaign delivered impressive results, PMG reported
in the case study. During retail’s crucial fourth quarter, the
agency’s client saw audiences scale throughout the time
period, with conversions peaking during key shopping
holidays.
• Some stand-out outcomes included improved return on
ad spend (ROAS), the case study reports. The creation of
the audience profiles was validated by ROAS that reached
as high as $149.59 per customer.
• PMG is able to serve more personalized and custom
messaging to a finite group of users, depending on their
browsing behavior. PMG is working with its client to
access supply markets and work on an even more
extensive data strategy.

24. Thank You!