The document discusses marketing analytics and the need for marketers to move beyond reporting past performance to using data to drive business decisions in real-time. It presents a marketing analytics maturity model with 5 phases, from disparate reports to integrated, automated reporting to predictive modeling. Most marketers are stuck in the first 2 phases of manual, retrospective reporting. The document outlines symptoms of this, and what is needed to advance - a united, real-time data hub integrating all marketing spend, activity and business/brand metrics data sources. This will allow marketers to analyze data and act on insights more quickly instead of just reporting past performance.

3. Agenda
@Forrester @BeckonInc

4. MARKETING MEASUREMENT THERAPY
Marketing Analytics Strategies to Cure Your Big Data Headache

5. © 2014 Forrester Research, Inc. Reproduction Prohibited
Empowered buyers create a new era of
competitive advantage
Source: October 10, 2013 “Competitive Strategy in the Age of the Customer” report.
@lauraramos @Forrester @BeckonInc

6. © 2014 Forrester Research, Inc. Reproduction Prohibited
The Age of the Customer
A 20-year business cycle in which the
most successful enterprises will
reinvent themselves to systematically
understand and serve increasingly
powerful customers
A 20-year business cycle in which the
most successful enterprises will
reinvent themselves to systematically
understand and serve increasingly
powerful customers
@lauraramos @Forrester @BeckonInc

7. © 2014 Forrester Research, Inc. Reproduction Prohibited
Source: March 28, 2013, “The New Physics Of Lead-To-Revenue Management” Forrester report
Omnichannel buying increases purchase
complexity
@lauraramos @Forrester @BeckonInc

8. © 2014 Forrester Research, Inc. Reproduction Prohibited
15%
“Marketing is good at using
data and analytics to make
course judgments.”
Marketing lacks strong ability to show impact
18%
13%
“Marketing’s financial
value is clear to the
business.”
“Marketing is good at using
data and analytics to make
strategic recommendations.”
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Measurement Online Survey
Base: 412 Marketing, Sales and Business Executives, “Strongly Agree” responses only
@lauraramos @Forrester @BeckonInc

9. © 2014 Forrester Research, Inc. Reproduction Prohibited
Execs don’t factor marketing analysis into
their decision making
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey
Base: 383 Marketing, Sales and Business Executives
@lauraramos @Forrester @BeckonInc
“To what extent are your key stakeholders using the data,
metrics, and/or analyses developed by marketing?”
16%
13%
9%
6%
Sales BU or
Division
Leaders
CEO CFO

10. © 2014 Forrester Research, Inc. Reproduction Prohibited
But then again, CMOs don’t really either
Source: The Feb 2013 CMO Survey sponsored by Duke Fuqua School of Business and The American Marketing Association
In a survey of CMOs, the percent of marketing projects
leveraging marketing analytics:
Feb-12 Aug-12 Feb-13 Aug-13
37%
35%
30%
29%
@lauraramos @Forrester @BeckonInc

11. Time to make a date with your big data
destiny
@lauraramos @Forrester @BeckonInc

12. © 2014 Forrester Research, Inc. Reproduction Prohibited
Get your data house in order
• Large and diverse
quantities
• Messy and missing
data
• Silo’ed or hoarded
• Not owned by you
• Focused on “how”
not “why”
“How effective is your marketing
at using data analytics?”
Base: 293 Marketing, Sales, Bus. Execs
(% of respondents shown)
@lauraramos @Forrester @BeckonInc
2
5
8
19
16
16
17
11
4
1
10
9
8
7
6
5
4
3
2
1
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey

13. © 2014 Forrester Research, Inc. Reproduction Prohibited
Get your data house in order
• Large and diverse
quantities
• Messy and missing
data
• Silo’ed or hoarded
• Not owned by you
• Focused on “how”
not “why”
“How effective is your marketing
at using data analytics?”
Base: 293 Marketing, Sales, Bus. Execs
(% of respondents shown)
@lauraramos @Forrester @BeckonInc
2
5
8
19
16
16
17
11
4
1
10
9
8
7
6
5
4
3
2
1
85%
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey

14. © 2014 Forrester Research, Inc. Reproduction Prohibited
Marketers rely on outmoded tools to report
performance
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Management Online Survey
@lauraramos @Forrester @BeckonInc
28%
26%
23%
286 Marketing, Sales and
Business Executives

15. © 2014 Forrester Research, Inc. Reproduction Prohibited
Dashboards fail to measure real-time
business outcomes
@lauraramos @Forrester @BeckonInc
“How well does your marketing dashboard
enable you to do the following?”
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Performance Measurement Online Survey
Base: 168 Marketing, Sales and Business Executives
25%
19%
18%
14%

16. © 2014 Forrester Research, Inc. Reproduction Prohibited
They struggle to produce forward-looking
measures and analytics
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey
Base: 219 Marketing, Sales and Business Executives
@lauraramos @Forrester @BeckonInc

17. © 2014 Forrester Research, Inc. Reproduction Prohibited
Design dashboards around buyer’s journey
to drive real-time results
Source: February 2014 “Brief: Redesign B2B Dashboards Around Customers To Deliver Actionable Insights” Forrester report.
@lauraramos @Forrester @BeckonInc

18. © 2014 Forrester Research, Inc. Reproduction Prohibited
Source: Forrester/ITSMA/VEM May 2013 Global Marketing Executive Performance Management Online Survey
Reporting doesn’t show marketing where to
go next
“Do you use data analytics as a predictive tool
or to report past performance?”
Base: 367 Marketing, Sales and Business Executives
(percentages may not total 100 because of rounding)
@lauraramos @Forrester @BeckonInc
52%
21%
7%
7%
13%

19. © 2014 Forrester Research, Inc. Reproduction Prohibited
Move from reporting performance to
driving the business
@lauraramos @Forrester @BeckonInc

20. © 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static
• Predefined
• Owned
• Stagnates on
stale data
Thomas guide
graphic
placeholder
@lauraramos @Forrester @BeckonInc

21. © 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static
• Predefined
• Owned
• Stagnates on
stale data
Reactive
• One-way
• Brokered
• Responds to
new data
Thomas guide
graphic
placeholder
@lauraramos @Forrester @BeckonInc

22. © 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static
• Predefined
• Owned
• Stagnates on
stale data
Reactive
• One-way
• Brokered
• Responds to
new data
Interactive
• Two-way
• Agile
• Evolves with
new data
Thomas guide
graphic
placeholder
@lauraramos @Forrester @BeckonInc

23. © 2014 Forrester Research, Inc. Reproduction Prohibited
Making data actionable
Static
• Predefined
• Owned
• Stagnates on
stale data
Reactive
• One-way
• Brokered
• Responds to
new data
Interactive
• Two-way
• Agile
• Evolves with
new data
Adaptive
• Multiway
• Collaborative
• Adapts “just in
time”
Thomas guide
graphic
placeholder
@lauraramos @Forrester @BeckonInc

24. © 2014 Forrester Research, Inc. Reproduction Prohibited
@jenniferland @BeckonInc
• Data from many different sources
• Adaptive
• Dynamic, real-time
• Collaborative
• Forward-looking (what’s coming up)
• Basis for real-time decision-making

25. © 2014 Forrester Research, Inc. Reproduction Prohibited
What else we need to get there:
› Team to help diagnose and tune
dashboard performance
› Programming-free integration between
the data stores and transactional systems
› User experience focused on key
audiences
› Tools that help predict new business
opportunity
@lauraramos @Forrester @BeckonInc

26. Agenda
@jenniferland @BeckonInc

27. MARKETING MEASUREMENT THERAPY
Marketing Analytics Strategies to Cure Your Big Data Headache
HOW AND WHAT
TO MEASURE
NOW
@jenniferland @BeckonInc

28. @jenniferland @BeckonInc

29. There have never
been so many
ways to spend your
marketing dollars
Experimentation
• SO many channels
• SO many new tactics
• SO many markets
• SO many segments
• SO many partners
@jenniferland @BeckonInc

30. There have never
been so many
ways to spend your
marketing dollars
Experimentation Accountability
• SO many channels
• SO many new tactics
• SO many markets
• SO many segments
• SO many partners
• Need to deliver reliably
• Need to do more with less
• Need to remind all why you are
doing what you are doing
• Need to know what’s working best
• Business impact reporting to many
constituents
@jenniferland @BeckonInc
Never as much
pressure to justify
the decisions
you make
AND

31. It’s a journey
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc

32. It’s a journey
1
Disparate
reports
No integrated
visibility
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc

33. It’s a journey
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc

34. It’s a journey
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
3
Automated
integrated
reporting
Using data
to act
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc

35. It’s a journey
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
3
Automated
integrated
reporting
Using data
to act
4
Planning
Use data to
set goals
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc

36. It’s a journey
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
3
Automated
integrated
reporting
Using data
to act
4
Planning
Use data to
set goals
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
5
Modeling
Use data to
predict

37. Most marketing departments are stuck at phase 2
1
Disparate
reports
2
Manual
integrated
reporting
3
Automated
integrated
reporting
4
Planning
5
Modeling
The Marketing Analytics Maturity Model
@jenniferland @BeckonInc
No integrated
visibility
Using data to
describe the past
Using data
to act
Use data to
set goals
Use data to
predict

38. Symptoms of Phases 1 and 2
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
1. It’s almost August and you are just
wrapping up the May report
@jenniferland @BeckonInc

39. Symptoms of Phases 1 and 2
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
1. It’s almost August and you are just
wrapping up the May report
2. You literally call reporting ‘hind-
sighting’
@jenniferland @BeckonInc

40. Symptoms of Phases 1 and 2
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
1. It’s almost August and you are just
wrapping up the May report
2. You literally call reporting ‘hind-
sighting’
3. Reporting prep takes so long that no
time is left for pure insight. You fall
back on basic math: Views are up 10%
@jenniferland @BeckonInc

41. Symptoms of Phases 1 and 2
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
1. It’s almost August and you are just
wrapping up the May report
2. You literally call reporting ‘hind-
sighting’
3. Reporting prep takes so long that no
time is left for pure insight. You fall
back on basic math: Views are up 10%
4. Your super-smart marketing analyst girl
or guy is at risk of leaving
@jenniferland @BeckonInc

42. Symptoms of Phases 1 and 2
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
1. It’s almost August and you are just
wrapping up the May report
2. You literally call reporting ‘hind-
sighting’
3. Reporting prep takes so long that no
time is left for pure insight. You fall
back on basic math: Views are up 10%
4. Your super-smart marketing analyst girl
or guy is at risk of leaving
5. The Marketing Intelligence Team is
considering changing its name to the
Marketing Plumbing Department
@jenniferland @BeckonInc

43. Symptoms of Phases 1 and 2
1
Disparate
reports
No integrated
visibility
2
Manual
integrated
reporting
Using data to
describe the past
1. It’s almost August and you are just
wrapping up the May report
2. You literally call reporting ‘hind-
sighting’
3. Reporting prep takes so long that no
time is left for pure insight. You fall
back on basic math: Views are up 10%
4. Your super-smart marketing analyst girl
or guy is at risk of leaving
5. The Marketing Intelligence Team is
considering changing its name to the
Marketing Plumbing Department
6. Ad hoc questions lobbed into your
team strike terror in your heart
@jenniferland @BeckonInc

44. What’s needed to get past stage 2?
DIGITAL AD
PERFORMANCE
EMAIL WEBSITE
SEARCH TV
STORE
DATA
OOH PR
EVENTS
SOCIAL
MEDIA
BRAND
TRACKERFINANCE
ALL YOUR DISPARATE DATA SOURCES
@jenniferland @BeckonInc

45. What’s needed to get past stage 2?
DIGITAL AD
PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE
DATA
OOH PR
EVENTS
SOCIAL
MEDIA
BRAND
TRACKERFINANCE
MARKETING
SPEND +
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
@jenniferland @BeckonInc

46. UNITED, REAL-TIME DATA HUB
(MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
DIGITAL AD
PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE
DATA
OOH PR
EVENTS
SOCIAL
MEDIA
BRAND
TRACKERFINANCE
@jenniferland @BeckonInc
What’s needed to get past stage 2?

47. UNITED, REAL-TIME DATA HUB
(MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
KPI FRAMEWORK
FOR CROSS-CHANNEL REPORTING
DIGITAL AD
PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE
DATA
OOH PR
EVENTS
SOCIAL
MEDIA
BRAND
TRACKERFINANCE
@jenniferland @BeckonInc
What’s needed to get past stage 2?

48. Early warning system + diagnostics for what
to do next: the WAZE for marketing
UNITED, REAL-TIME DATA HUB
(MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
KPI FRAMEWORK
FOR CROSS-CHANNEL REPORTING
DIGITAL AD
PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE
DATA
OOH PR
EVENTS
SOCIAL
MEDIA
BRAND
TRACKERFINANCE
@jenniferland @BeckonInc

49. CONVERSE (NIKE) IN BECKON
WHY BECKON?
• Data system of
record
• Agency
accountability
• Shared integrated
reporting
• Watch campaigns
unfold in “real-
time”
• Save time, free up
analysts to focus on
insight
• See cross-channel
connections in data
DATA IN
BECKON
• North America
• Print, radio,
OOH, online
display, web,
paid search
• Sales data from
outlet stores,
own stores,
wholesale and e-
commerce
• Brand equity
metrics
GOAL: CREATE A MARKETING SPEND AND PERFORMANCE SYSTEM OF RECORD TO MAKE BETTER
MEDIA BUYS AND KEEP AGENCIES ACCOUNTABLE.
@jenniferland @BeckonInc

50. MICROSOFT MOBILE IN BECKON
WHY BECKON?
• Data system of record
• Agency accountability
• Shared integrated
reporting
• Watch campaigns
unfold in “real-time”
• Reallocate media spend
faster
• Save time, free up
analysts to focus on
insight
• See cross-channel
connections in data
DATA IN
BECKON
• Paid media, social,
web, leads,
activations
• Competitive media
spend
• Intent to Purchase
survey data
• Scope: all handset
launches, North
America
GOAL: REPLACE MANUAL CUT-AND-PASTE + REPORTING WITH CONTINUOUSLY AND
AUTOMATICALLY UPDATED DASHBOARDS. SAVE TIME AND GAIN INSIGHT.
@jenniferland @BeckonInc

51. SKY IN BECKON
WHY BECKON?
• Data system of record
• Agency accountability
• Shared integrated
reporting
• Watch campaigns
unfold in “real-time”
• Save time, free up
analysts to focus on
insight
• See cross-channel
connections in data
DATA IN
BECKON
• UK and Ireland
• The major
integrated, cross-
channel campaigns
• Both brand
advertising and
direct marketing
tactics
• Brand equity
trackers
• Business outcome
data
GOAL: REIGN IN THE DATA FOR THE LARGEST ADVERTISER IN THE UK TO GET MORE REAL-TIME
VISIBILITY AND BETTER UNDERSTANDING OF WHAT’S WORKING.
@jenniferland @BeckonInc

52. STUBHUB (EBAY) IN BECKON
WHY BECKON?
• Data system of record
• Agency accountability
• Shared integrated
reporting
• Watch campaigns
unfold in “real-time”
• Save time, free up
analysts to focus on
insight
• See cross-channel
connections in data
DATA IN BECKON
• North America and
Europe
• Transactions, traffic,
media channel
attributable revenue,
loyalty program data
• Brand equity survey
data
GOAL: GET AUTOMATED, INTEGRATED REPORTING TO MATCH THEIR INTEGRATED PLANNING
AND INTEGRATED EXECUTION. SEE CONNECTIONS IN DISPARATE FEEDS.
@jenniferland @BeckonInc

53. UNION BANK IN BECKON
WHY BECKON?
• Marketing data source
of truth and system of
record
• Agency accountability
• Shared integrated
reporting
• Watch campaigns unfold
in “real-time”
• Save time, free up
analysts to focus on
insight
• Rapid performance
reporting back to BUs
DATA IN
BECKON
• All evergreen
digital channel
spend and
performance (web,
email, search,
display, social)
• The major
integrated, cross-
channel campaigns
• All data tagged by
dozens of product,
verticals and lines
of business
GOAL: REIGN IN THE DATA FOR MARKETING LEADERSHIP TO GET MORE REAL TIME VISIBILITY
AND BETTER UNDERSTANDING OF WHAT’S WORKING.
@jenniferland @BeckonInc

54. GAP IN BECKON
WHY BECKON?
• Real-time KPI tracker for
the CMO
• United, cross-channel
data hub
• Early warning system
• Plan vs. actual
monitoring and
reporting of variances
• Platform for forward-
looking modeling
DATA IN
BECKON
• Brand media
spend and
performance
• Social
• CRM
• Brand Tracker
• Business results
GOAL: DELIVER REAL-TIME BUYER’S JOURNEY KPIS TO THE CMO AND MARKETING
ORGANIZATION FOR BOTH EARLY WARNING SYSTEM AND PREDICTIVE PLATFORM
@jenniferland @BeckonInc

55. The biggest question is always:
UNITED, REAL-TIME DATA HUB
(MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
DIGITAL AD
PERFORMANCE
EMAIL WEB SITE
SEARCH TV
STORE
DATA
OOH
KPI FRAMEWORK
FOR CROSS-CHANNEL REPORTING
PR
BRAND
TRACKER
SOCIAL
MEDIA
EVENTSFINANCE
WHAT
METRICS
MATTER?
@jenniferland @BeckonInc

56. Too often marketers track only two metrics:
PAID MEDIA
SPEND
SALES
@jenniferland @BeckonInc

57. Too often marketers track only two metrics:
And we hope that when one goes up,
the other does too.
PAID MEDIA
SPEND
SALES
@jenniferland @BeckonInc

58. Too often marketers track only two metrics:
And we hope that when one goes up,
the other does too.
BUT WHAT IF IT DOESN’T?
PAID MEDIA
SPEND
SALES
@jenniferland @BeckonInc

59. Too often marketers track only two metrics:
Marketers need better diagnostics to
understand marketing performance at a
more fundamental level
PAID MEDIA
SPEND
SALES
@jenniferland @BeckonInc

60. There is a more complex dynamic at play
all along a path toward sales
PAID MEDIA
BRAND DIRECT
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
• TV
• PRINT
• RADIO
• OOH
• MOBILE
• EMAIL
• DISPLAY
• SEARCH
• SOCIAL
• EVENTS
• PR
• SPONORSHIP
• MDF
…
@jenniferland @BeckonInc

61. There is a more complex dynamic at play
all along a path toward sales
PAID MEDIA
BRAND DIRECT
OWNED
PROPERTIES
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
• STORE
• WEBSITE
• FB PAGE
@jenniferland @BeckonInc

62. There is a more complex dynamic at play
all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
@jenniferland @BeckonInc

63. There is a more complex dynamic at play
all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
@jenniferland @BeckonInc

64. There is a more complex dynamic at play
all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
@jenniferland @BeckonInc

65. There is a more complex dynamic at play
all along a path toward sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
@jenniferland @BeckonInc

66. And these are all goals of marketing
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES

67. But what metrics matter?
@jenniferland @BeckonInc

68. PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are we getting our message out?
• Total impressions
• Ad recall
• Total spend
• Competitive media spend
@jenniferland @BeckonInc
What metrics matter

69. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
How are our owned properties performing?
• Footfall
• Total site visits
• Time on site
• Unique visitors
• Total community size (Twitter followers,
Facebook fans…)
@jenniferland @BeckonInc

70. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are consumers talking about us?
• Total social mentions
• Positive / negative sentiment
• Shares, likes, tweets
@jenniferland @BeckonInc

71. @jenniferland @BeckonInc
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are target customers aware of us?
• Top 2 Box awareness (aided/unaided)
Proxies:
• Social Share of Voice
• Aggregate brand impressions
• Organic search volume
• Natural search ranking

72. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are customers more likely to buy?
• Consideration
• Purchase intent (T2B)
• Net promoter score
• Wish list functionality usage
• Store finder functionality usage
• Loyalty program sign-ups
• # carts initiated @jenniferland @BeckonInc

73. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are our customers going to
recommend us to their peers?
• Likelihood to Buy
• Customer Satisfaction Ratings
• Net Promoter Score
• Net sentiment score (Pos-Neg)
• Average star rating
@jenniferland @BeckonInc

74. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are customers buying more?
• Revenue
• Units
• Average Order Value
• Percent sold at full price
• Conversion rate
• Category / SKU sales from
audiences targeted by media
@jenniferland @BeckonInc

75. But what metrics matter?
@jenniferland @BeckonInc

76. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Is paid media driving traffic to our owned
properties (stores, sites)?
• Total engagements (clicks, opens, views, etc.)
• Engagement rate
• Click-through rate
• Site traffic from all ad forms
(Overall and by campaign / message)
@jenniferland @BeckonInc

77. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Is our paid media driving buzz? Is
it being amplified and passed
along by consumers?
• Paid / earned media ratio
• Mentions of the ad campaigns
@jenniferland @BeckonInc

78. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
How much is social driving
traffic to our site and stores?
• Site traffic from social
@jenniferland @BeckonInc

79. @jenniferland @BeckonInc
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Are consumers sharing things from our
owned properties?
• Use of ‘share this’ functionality
• Hashtag usage
• Store check-ins
• Likes, shares
• Retweets

80. But what metrics matter?
@jenniferland @BeckonInc

81. @jenniferland @BeckonInc
What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
Cost per point of
NPSROI
Cost per
impression
Cost per
engagement
AWARENESS
Total marketing
spend per point
of intent
Total marketing
spend per point
of awareness
PURCHASE
INTENT

82. But what metrics matter?
@jenniferland @BeckonInc

83. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
As we do more traditional
media in a market, do we see
click-through rates and open
rates of digital media go up?
As we do more traditional
media in a market, do we
see click-through rates and
open rates of digital media
go up?
@jenniferland @BeckonInc

84. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
When we turn off media in a
market, does our consideration
and purchase intent go down?
When? How soon?
When we turn off brand
advertising in a market,
does our consideration and
purchase intent go down?
When? How soon?
@jenniferland @BeckonInc

85. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
When we turn off media in a
market, does our consideration
and purchase intent go down?
When? How soon?
When positive sentiment
goes up, what happens to
sales [90] days later?
@jenniferland @BeckonInc

86. What metrics matter
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
When we turn off
media in a market,
does our consideration
and purchase intent
go down? When? How
soon?
When use of ‘find a
store’ functionality
goes up, what
happens to sales
[10] days later?
@jenniferland @BeckonInc

87. Which parts correlate most highly with sales?
It depends on your business.
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
SALES
The Pizza Company
@jenniferland @BeckonInc

88. Which parts correlate most highly with sales?
It depends on your business.
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
SALES
The Car Company
@jenniferland @BeckonInc

89. If the data is flowing in real-time, then you
have an early warning system for sales
@jenniferland @BeckonInc

90. If the data is flowing in real-time, then you
have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
If we launch a
campaign and
impressions are high
@jenniferland @BeckonInc

91. If the data is flowing in real-time, then you
have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
If we launch a
campaign and
impressions are high
But the
engagement rate
is low and store
and site traffic is
low
@jenniferland @BeckonInc

92. If the data is flowing in real-time, then you
have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
If we launch a
campaign and
impressions are high
Or the paid to
earned media
ratio is low
But the
engagement rate
is low and store
and site traffic is
low
@jenniferland @BeckonInc

93. If the data is flowing in real-time, then you
have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
If we launch a
campaign and
impressions are high
Or the paid to
earned media
ratio is low
But the
engagement rate
is low and store
and site traffic is
low
We can assume that
sales will soon be
low too
@jenniferland @BeckonInc

94. @jenniferland @BeckonInc
If the data is flowing in real-time, then you
have an early warning system for sales
PAID MEDIA
BRAND DIRECT
EARNED
MEDIA/BUZZ
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
If we launch a
campaign and
impressions are high
Or the paid to
earned media
ratio is low
We can assume that
sales will soon be
low too
What can we do to
improve the creative,
messaging or offer to
bump up the engagement
rates of those ads and
drive sales ASAP?
But the
engagement rate
is low and store
and site traffic is
low

95. A robust data repository for these performance
dynamics is your foundation for modeling
@jenniferland @BeckonInc

96. If we have a robust data platform for what
works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
@jenniferland @BeckonInc
EARNED
MEDIA/BUZZ

97. If we have a robust data platform for what
works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
2012 holiday season,
we spent X
@jenniferland @BeckonInc
And saw
engagements of Y
EARNED
MEDIA/BUZZ
And sales of Z

98. If we have a robust data platform for what
works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
2012 Holiday season,
we spent X
@jenniferland @BeckonInc
And saw
engagements of Y
EARNED
MEDIA/BUZZ
And sales of Z
2013 holiday season,
we spent X
And saw
engagements of Y
And sales of Z

99. If we have a robust data platform for what
works, we can begin to predict outcomes
PAID MEDIA
BRAND DIRECT
OWNED
PROPERTIES
AWARENESS
PURCHASE
INTENT
ADVOCACY
MARKETING
ACTIVITY
BRAND
OUTCOMES
BUSINESS
OUTCOMES
CUSTOMER
ENGAGEMENT
SALES
2012 Holiday season,
we spent X
@jenniferland @BeckonInc
And saw
engagements of Y
EARNED
MEDIA/BUZZ
And sales of Z
2012 Holiday season,
we spent X
And saw
engagements of Y
And sales of Z
Then in the 2014
holiday season, if we
spend X
And see
engagements of Y
We’ll likely see
sales of Z

100. UNITED, REAL-TIME DATA HUB
(MARKETING SPEND, ACTIVITY
+ BUSINESS AND BRAND METRICS)
DIGITAL AD
PERFORMANCE
EMAIL WEBSITE
SEARCH TV
STORE
DATA
OOH
KPI FRAMEWORK
FOR CROSS-CHANNEL REPORTING
PR
BRAND
TRACKER
SOCIAL
MEDIA
EVENTSFINANCE
If the data is flowing in real-time, then you
have an early warning system for sales
@jenniferland @BeckonInc

101. The WAZE for marketing

104. The WAZE for marketing

105. @jenniferland @BeckonInc

106. @jenniferland @BeckonInc