Where we are with marketing ROI measurement Michael Wolfe
This article discusses current state of affairs for marketing ROI measurement. There is dissatisfaction with the status quo and this article outlines a completely new approach.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
12 Best Practice & Real-World Lessons From Marketing Sciencey lessonsMichael Wolfe
This paper shows 12 key startegic lessons derived from analytics or marketing scence which under score the value that this discipline brings to higher levels of busness performance.
In today’s market, traditional media companies must adapt to the digital environment to grow their market share. It's a major challenge for media companies to efficiently identify quality leads, while both lowering the cost of acquisition and increasing their conversion rates.
Join George Leith as he discusses how marketing automation helps you to identify hot leads and improve your sales process with information that's tailored to your prospects.
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
With over 3,700 marketing technologies to choose from and increasing pressure to prove ROI. B2B marketers have more opportunity, but less time, than ever before. In this session, Delphine Cherewick will share how implementing an agile marketing model empowers B2B marketers to leverage the right technology, innovate on strategy and optimize new digital programs.
Where we are with marketing ROI measurement Michael Wolfe
This article discusses current state of affairs for marketing ROI measurement. There is dissatisfaction with the status quo and this article outlines a completely new approach.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
12 Best Practice & Real-World Lessons From Marketing Sciencey lessonsMichael Wolfe
This paper shows 12 key startegic lessons derived from analytics or marketing scence which under score the value that this discipline brings to higher levels of busness performance.
In today’s market, traditional media companies must adapt to the digital environment to grow their market share. It's a major challenge for media companies to efficiently identify quality leads, while both lowering the cost of acquisition and increasing their conversion rates.
Join George Leith as he discusses how marketing automation helps you to identify hot leads and improve your sales process with information that's tailored to your prospects.
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
With over 3,700 marketing technologies to choose from and increasing pressure to prove ROI. B2B marketers have more opportunity, but less time, than ever before. In this session, Delphine Cherewick will share how implementing an agile marketing model empowers B2B marketers to leverage the right technology, innovate on strategy and optimize new digital programs.
The document discusses the power of influencer marketing. It notes that 70% of the buying process is now complete before a prospect engages with sales. It then provides examples of how SalesLoft has successfully used influencer marketing to generate over 11,000 leads, 346 opportunities, 171 clients, and $1 million in annual recurring revenue. Key tactics discussed include finding industry leaders, promoting them through video interviews, speaker opportunities, infographics, responding to communications, and creating big viral blog posts.
Learn how to market and brand your business. Maria Asuelimen of AMA Consulting will show you how to effectively market your services/products and build a successful brand for your business. Find out more information on AMA Consulting www.amaconsultonline.com
From the Desk of ClickUp's VP of Operations: Hold Onto Your SaaS: How ClickUp...saastr
In a world full of endless software innovations and limitless competition, getting your software into the hands of new users and growing revenues can be a monumental challenge. ClickUp, the all-in-one productivity platform, was built to take on the hyper-competitive project management and collaborative work industry, and has not only carved out a niche for itself but has actually taken market share from some of the biggest companies in the world. One of the key drivers of ClickUp's growth from $4M to $70M ARR in two years has been its combination of product-led growth and organic marketing. In this presentation, ClickUp's VP of Operations, Aaron Cort, will share how ClickUp's focus on building foundational product-led growth and organic marketing efforts combined with strategic paid marketing attribution and brand-building with out-of-home advertising, enabled the company to take on one of the most competitive SaaS markets in the world to win (and is just getting started)!
Kimberly Cooper is a marketing professional with over 15 years of experience developing branding and marketing campaigns for both B2B and B2C clients. She has a proven track record of growing revenues through strategic marketing, managing concurrent projects, and producing high-quality collateral. Cooper's areas of expertise include branding, digital marketing, user experience design, and leading cross-functional teams.
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Allocadia Software
Watch a best practices webinar in marketing budgeting with leading industry analyst IDC and billion-dollar tech cloud and virtualization software company, VMWare.
3 Key Takeways:
1: Best Practices in Marketing Budgeting: Best practice insights and industry trends from the Head of IDC's CMO Advisory Council on managing marketing operating budget allocations
2: Global Budgeting Case Study: How VMWare manages their global marketing investments and budgets across their worldwide marketing organization
3: Building Alignment & ROI: How you can build alignment across your marketing organization to increase marketing's credibility, drive better ROMI, and impact the bottomline
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
Allocadia Webinar: Going for the Gold in Marketing PlanningAllocadia Software
Going For the Gold in Marketing Planning
Move Beyond “Gut Feel” Towards More Strategic Marketing Plans
What does marketing planning look like at your organization? Is it a well-defined and strategic process, or a slightly chaotic one?
While every company plans differently, there’s likely a little room for improvement in the marketing planning methods at virtually every marketing organization.
In this webinar, hosts Ryan Danner, Director of Planning for Red Hat Software and James Thomas, CMO of Allocadia software talk about their experiences as long-time marketing leaders with responsibility for planning.
They paint a picture of what better marketing planning looks like (flexible, aligned and revenue-driven) and share some first steps your organization can take to start making it happen.
In this webinar, you’ll learn:
- The current state of marketing planning – what’s working, and what’s not
- The pros and cons of some of the most common tools, frameworks and approaches to marketing planning
- 3 levels of advanced marketing planning (Bronze, Silver and Gold) recommended by Allocadia and how to achieve them
Contact us at 1-866-684-0935 or at hello@allocadia.com for more information.
Today’s marketers live in one of two worlds. In one, they have the ability to prove marketing’s impact to their CEO, CFO, and Board. In the other, this is is simply not possible.
When marketers can prove their impact, they gain confidence, receive more budget, and become highly respected corporate contributors. When this does not exist, marketing is relegated to being a second class department with minimal power and are left to watch their resources dwindle.
So, what is the difference between the true marketing leaders and the rest?
The Answer: Advanced Marketing Performance Management (MPM). Demand Metric and VisionEdge Marketing's research clearly shows that the organizations who are able to drive maximum impact and prove their worth are well on their way to becoming just as undeniably indispensable to their organizations as sales or finance.
Secret Sauce for Outbound Marketing and Account Based EverythingEngagio
Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining outbound account based marketing ABM (actually account based everything) and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.
Medical Office Marketing ROI MeasurmentMichael Wolfe
This is a case study pertinent to hospitals and multi-office medical and dental practices that will enable them to do smarter and more effective marketing through a marketing effectiveness measurement system
Insight to Action: How Predictive Analytics Accelerates B2B Marketing SuccessDemandbase
B2B Marketers are collecting more data than ever before, but many are not yet successfully using it to drive growth. In this session, Darian Shirazi will share how to use data science and predictive analytics to acquire new accounts and leverage data insights across the funnel, increasing pipeline opportunities and ultimately, revenue.
Marketing Mix Models In a Changing EnvironmentAquent
Marketing Mix Models have been used successfully for years at consumer package goods (CPG) companies to increase their marketing effectiveness and efficiency. The four Ps (Product, Placement, Price, and Promotion) were as far as the models needed to go. Broad–based media was and is very expensive, which kept competition to a minimum. However, the marketing environment has changed in many ways and must be considered when looking to these models to improve marketing performance.
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Allocadia Webinar - Creating the Foundation for ABM (feat. Engagio) Allocadia Software
The Account-Based Marketing (ABM) movement is in full force — and for good reason. Marketers are seeing the value in becoming more targeted, more personal and better aligned with sales. The momentum in the category is real, but many organizations are still just getting started with ABM.
To create a high performing Account-Based Marketing organization, marketers must first build a strong foundation. They must start with planning, investment choices and impact measurements — and they must understand how these categories change as their organization moves to ABM.
In this webinar, Engagio’s Jon Miller and Allocadia’s Sam Melnick will discuss why marketers must start with these core elements of an ABM strategy or otherwise risk failure. Some key questions that will be answered:
- How can I incorporate ABM into my strategic marketing plan?
- What changes do I need to make to my marketing mix when I invest in ABM?
- How do I prove the impact of ABM on Marketing Performance?
This webinar should be attended by marketers who are already utilizing, in the midst of planning for, or just starting to consider Account-Based Marketing.
Join us in the third webinar in our “Run Marketing” Series, designed to enable marketers to Run Marketing with confidence and drive business impact.
Presenting this set of slides with name - Sales Strategy Powerpoint Presentation Slides. Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of twenty six slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
The Future of online advertising seminar Faces of Content Christian DaemsFaces of Content
The document announces an upcoming seminar on the future of online advertising with an agenda that includes several speakers who will discuss topics like programmatic buying, digital advertising innovation, social advertising, and how one company uses digital advertising. It also provides contact information for the managing consultant hosting the seminar.
What a difference one year makes in the ABM journey. In this session, Megan Heuer will share results of the new 2016 State of Account-Based Marketing study, showcasing changes and trends in ABM adoption across B2B companies. Find out where the ABM revolution is today, and where it’s heading next.
Insight from more than 3,500 business Professionals.
The 2014-2015 State of Inbound is Here!
Click here to download.In the sixth annual comprehensive overview of the industry, this report explains how companies around the globe have shifted the way they do marketing and sales. More than 3,500 businesses were surveyed to uncover how they convert strangers visiting their website into leads and then into delighted customers.
Download the Report Now from http://offers.hubspot.com/2014-state-of-inbound
In the report you'll find important takeaways -- for example, companies that blog are 13x more likely to generate a positive marketing ROI. The report also answers questions such as:
What do the highest performing inbound marketers have in common?
What's the relationship between "inbound marketing" and "content marketing"?
What you can do today to generate more budget for next year?
This document introduces 25 essential marketing metrics that can help link marketing performance to financial goals. It discusses how increased financial scrutiny after the recent economic crisis has created pressure on marketing executives to provide more financial justification and ROI analysis for marketing expenditures. While extensive customer and sales data is now available, most organizations still lack useful marketing metrics. The document aims to provide marketing executives with metrics to start quantifying their programs and clearly linking them to corporate financial objectives. It covers metrics in areas like revenue growth, profitability, sales productivity, customers, and brands.
The CMO Survey Highlights and Insights February 2015christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
The document discusses the power of influencer marketing. It notes that 70% of the buying process is now complete before a prospect engages with sales. It then provides examples of how SalesLoft has successfully used influencer marketing to generate over 11,000 leads, 346 opportunities, 171 clients, and $1 million in annual recurring revenue. Key tactics discussed include finding industry leaders, promoting them through video interviews, speaker opportunities, infographics, responding to communications, and creating big viral blog posts.
Learn how to market and brand your business. Maria Asuelimen of AMA Consulting will show you how to effectively market your services/products and build a successful brand for your business. Find out more information on AMA Consulting www.amaconsultonline.com
From the Desk of ClickUp's VP of Operations: Hold Onto Your SaaS: How ClickUp...saastr
In a world full of endless software innovations and limitless competition, getting your software into the hands of new users and growing revenues can be a monumental challenge. ClickUp, the all-in-one productivity platform, was built to take on the hyper-competitive project management and collaborative work industry, and has not only carved out a niche for itself but has actually taken market share from some of the biggest companies in the world. One of the key drivers of ClickUp's growth from $4M to $70M ARR in two years has been its combination of product-led growth and organic marketing. In this presentation, ClickUp's VP of Operations, Aaron Cort, will share how ClickUp's focus on building foundational product-led growth and organic marketing efforts combined with strategic paid marketing attribution and brand-building with out-of-home advertising, enabled the company to take on one of the most competitive SaaS markets in the world to win (and is just getting started)!
Kimberly Cooper is a marketing professional with over 15 years of experience developing branding and marketing campaigns for both B2B and B2C clients. She has a proven track record of growing revenues through strategic marketing, managing concurrent projects, and producing high-quality collateral. Cooper's areas of expertise include branding, digital marketing, user experience design, and leading cross-functional teams.
Best Practices in Marketing Budgeting for Improved ROI with IDC, VMWare and A...Allocadia Software
Watch a best practices webinar in marketing budgeting with leading industry analyst IDC and billion-dollar tech cloud and virtualization software company, VMWare.
3 Key Takeways:
1: Best Practices in Marketing Budgeting: Best practice insights and industry trends from the Head of IDC's CMO Advisory Council on managing marketing operating budget allocations
2: Global Budgeting Case Study: How VMWare manages their global marketing investments and budgets across their worldwide marketing organization
3: Building Alignment & ROI: How you can build alignment across your marketing organization to increase marketing's credibility, drive better ROMI, and impact the bottomline
The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
Allocadia Webinar: Going for the Gold in Marketing PlanningAllocadia Software
Going For the Gold in Marketing Planning
Move Beyond “Gut Feel” Towards More Strategic Marketing Plans
What does marketing planning look like at your organization? Is it a well-defined and strategic process, or a slightly chaotic one?
While every company plans differently, there’s likely a little room for improvement in the marketing planning methods at virtually every marketing organization.
In this webinar, hosts Ryan Danner, Director of Planning for Red Hat Software and James Thomas, CMO of Allocadia software talk about their experiences as long-time marketing leaders with responsibility for planning.
They paint a picture of what better marketing planning looks like (flexible, aligned and revenue-driven) and share some first steps your organization can take to start making it happen.
In this webinar, you’ll learn:
- The current state of marketing planning – what’s working, and what’s not
- The pros and cons of some of the most common tools, frameworks and approaches to marketing planning
- 3 levels of advanced marketing planning (Bronze, Silver and Gold) recommended by Allocadia and how to achieve them
Contact us at 1-866-684-0935 or at hello@allocadia.com for more information.
Today’s marketers live in one of two worlds. In one, they have the ability to prove marketing’s impact to their CEO, CFO, and Board. In the other, this is is simply not possible.
When marketers can prove their impact, they gain confidence, receive more budget, and become highly respected corporate contributors. When this does not exist, marketing is relegated to being a second class department with minimal power and are left to watch their resources dwindle.
So, what is the difference between the true marketing leaders and the rest?
The Answer: Advanced Marketing Performance Management (MPM). Demand Metric and VisionEdge Marketing's research clearly shows that the organizations who are able to drive maximum impact and prove their worth are well on their way to becoming just as undeniably indispensable to their organizations as sales or finance.
Secret Sauce for Outbound Marketing and Account Based EverythingEngagio
Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining outbound account based marketing ABM (actually account based everything) and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.
Medical Office Marketing ROI MeasurmentMichael Wolfe
This is a case study pertinent to hospitals and multi-office medical and dental practices that will enable them to do smarter and more effective marketing through a marketing effectiveness measurement system
Insight to Action: How Predictive Analytics Accelerates B2B Marketing SuccessDemandbase
B2B Marketers are collecting more data than ever before, but many are not yet successfully using it to drive growth. In this session, Darian Shirazi will share how to use data science and predictive analytics to acquire new accounts and leverage data insights across the funnel, increasing pipeline opportunities and ultimately, revenue.
Marketing Mix Models In a Changing EnvironmentAquent
Marketing Mix Models have been used successfully for years at consumer package goods (CPG) companies to increase their marketing effectiveness and efficiency. The four Ps (Product, Placement, Price, and Promotion) were as far as the models needed to go. Broad–based media was and is very expensive, which kept competition to a minimum. However, the marketing environment has changed in many ways and must be considered when looking to these models to improve marketing performance.
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
Allocadia Webinar - Creating the Foundation for ABM (feat. Engagio) Allocadia Software
The Account-Based Marketing (ABM) movement is in full force — and for good reason. Marketers are seeing the value in becoming more targeted, more personal and better aligned with sales. The momentum in the category is real, but many organizations are still just getting started with ABM.
To create a high performing Account-Based Marketing organization, marketers must first build a strong foundation. They must start with planning, investment choices and impact measurements — and they must understand how these categories change as their organization moves to ABM.
In this webinar, Engagio’s Jon Miller and Allocadia’s Sam Melnick will discuss why marketers must start with these core elements of an ABM strategy or otherwise risk failure. Some key questions that will be answered:
- How can I incorporate ABM into my strategic marketing plan?
- What changes do I need to make to my marketing mix when I invest in ABM?
- How do I prove the impact of ABM on Marketing Performance?
This webinar should be attended by marketers who are already utilizing, in the midst of planning for, or just starting to consider Account-Based Marketing.
Join us in the third webinar in our “Run Marketing” Series, designed to enable marketers to Run Marketing with confidence and drive business impact.
Presenting this set of slides with name - Sales Strategy Powerpoint Presentation Slides. Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of twenty six slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
The Future of online advertising seminar Faces of Content Christian DaemsFaces of Content
The document announces an upcoming seminar on the future of online advertising with an agenda that includes several speakers who will discuss topics like programmatic buying, digital advertising innovation, social advertising, and how one company uses digital advertising. It also provides contact information for the managing consultant hosting the seminar.
What a difference one year makes in the ABM journey. In this session, Megan Heuer will share results of the new 2016 State of Account-Based Marketing study, showcasing changes and trends in ABM adoption across B2B companies. Find out where the ABM revolution is today, and where it’s heading next.
Insight from more than 3,500 business Professionals.
The 2014-2015 State of Inbound is Here!
Click here to download.In the sixth annual comprehensive overview of the industry, this report explains how companies around the globe have shifted the way they do marketing and sales. More than 3,500 businesses were surveyed to uncover how they convert strangers visiting their website into leads and then into delighted customers.
Download the Report Now from http://offers.hubspot.com/2014-state-of-inbound
In the report you'll find important takeaways -- for example, companies that blog are 13x more likely to generate a positive marketing ROI. The report also answers questions such as:
What do the highest performing inbound marketers have in common?
What's the relationship between "inbound marketing" and "content marketing"?
What you can do today to generate more budget for next year?
This document introduces 25 essential marketing metrics that can help link marketing performance to financial goals. It discusses how increased financial scrutiny after the recent economic crisis has created pressure on marketing executives to provide more financial justification and ROI analysis for marketing expenditures. While extensive customer and sales data is now available, most organizations still lack useful marketing metrics. The document aims to provide marketing executives with metrics to start quantifying their programs and clearly linking them to corporate financial objectives. It covers metrics in areas like revenue growth, profitability, sales productivity, customers, and brands.
The CMO Survey Highlights and Insights February 2015christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
eTail Canada Ecommerce Retail Market Research ReportDavid Matthews
The document summarizes the findings of a survey of Canadian retailers on their digital marketing strategies and capabilities. Key findings include:
- Most retailers have annual online revenues under $50 million and e-commerce makes up 15% or less of total sales.
- Retailers are seeing growth in key metrics like conversion rates and average order value year-over-year.
- Email and search engine optimization solutions are the top planned investments over the next year.
- While mobile optimization is a priority, most retailers are still not satisfied with their mobile initiatives and results to date.
This document summarizes the key findings from a survey of over 3,500 marketers about inbound marketing practices. The survey tracked trends over multiple years. Some of the main findings include:
1) Marketers who measure ROI from inbound marketing are more than 12 times likely to see increased ROI year-over-year, and proving past success is critical to securing higher budgets.
2) High performing marketers prioritize tactics to get their content discovered like blogging, SEO, and content amplification. Blogging in particular correlates with 13 times higher ROI.
3) Data facilitates strong alignment between marketing practitioners and leadership on priorities. Inbound approaches are becoming more widely used across departments beyond just marketing.
The CMO Survey Report: Highlight and Insights August 2014christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
The CMO Survey Highlights and Insights August 2015christinemoorman
- The document discusses the results of a survey of top marketers regarding various topics related to marketing. The survey has been administered twice a year since 2008 to track trends over time.
- Key findings from the recent survey include marketers maintaining a positive but cautious outlook on the US economy, an expected shift in growth strategies with less emphasis on market penetration, and rising budgets for digital and mobile marketing.
- Performance metrics are mixed, with sales and profits up in the last year but weaker growth for customer retention and brand value. Social media spending continues to increase significantly.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Using Metrics to Build Marketing's CredibilityMarketo
The document discusses how marketing can build credibility within organizations by using the right metrics. It recommends focusing on revenue-related metrics like the revenue cycle, program performance, and marketing forecasts. The revenue cycle measures the progression of leads through different stages like awareness, nurturing, and sales. Program performance calculates the incremental revenue and ROI of individual marketing programs. Marketing forecasts allow marketing to predict future conversions and revenue in a way that is accountable to business goals. Using metrics focused on financial impacts and outcomes rather than costs helps marketing demonstrate its value and "speak the language of business".
Applying The Science Of Measurement To The Art Of Advertising 1 March 2010...Ron Jacobs
The document discusses measuring marketing effectiveness and accountability. It provides three key points:
1. Chief marketing officers prioritize accountability and establishing key performance indicators to measure marketing outcomes.
2. Attribution models are needed to measure the impact of multichannel marketing efforts but are currently flawed due to technology and process challenges.
3. Social media marketing requires new metrics that many marketers and agencies are not yet tracking, analyzing, or using to optimize programs.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
SURVEY: The digital marketing landscape in Belgium - The ReferenceThe Reference
The Reference Digital Marketing Survey for Belgium:
Has the Switch to digital happened?
Belgian companies are increasingly diverting budgets from offline marketing to digital marketing. A two-yearly survey by The Reference reveals that the number of companies that spend over half of their total marketing budget on digital is rising rapidly, from 26% two years ago to 37% in 2013. More importantly maybe, although 65% of companies plan to raise their digital marketing budgets – exactly as much as 2 years ago – now 50% of companies also plan to lower their offline marketing budgets.
Check out www.reference.be for full press release and other findings from the survey.
Check out our slide set for graphs and highlights
This document provides an overview of marketing strategies and trends based on a survey of over 1,500 marketers worldwide. Some of the key findings include:
- Social media is the primary marketing approach, and social listening is the top social media tactic. Video remains the most popular type of content.
- Brand awareness has surpassed sales as the top goal of marketing campaigns. Campaigns are shifting away from traditional events and toward social media and influencer strategies.
- Most marketers have increased budgets in 2021 that will be allocated to paid advertising, content creation, and automation software.
- Email engagement has increased over the past year, and marketers are focusing on personalization, segmentation, and automation rather
The document provides an overview and analysis of survey results from HubSpot's annual "State of Inbound" report. Some of the key findings from the survey include:
1) Inbound marketers who measure ROI are more than 12 times more likely to see greater ROI year-over-year. Proving past success is the top factor influencing increased inbound budgets.
2) High-performing inbound marketers prioritize tactics like blogging, SEO, and content amplification that help get their content discovered. Marketers who blog are 13 times more likely to have positive ROI.
3) Marketing practitioners and leadership show strong alignment in priorities like reducing acquisition costs and proving ROI of marketing activities.
4
The document discusses how print service providers can transition to becoming marketing service providers by expanding their service offerings to include integrated multi-channel marketing solutions and data management capabilities. It provides examples of how marketing campaigns can be executed across multiple channels including direct mail, email, social media, and websites. Key aspects that are addressed include developing marketing and sales strategies, operational plans, and educating internal teams and customers on the business transformation.
The Annual Planning Process & Social/Digital MediaGemma Craven
The document discusses best practices for annual planning processes (AOP) and integrating digital and social media marketing. It recommends developing an AOP that includes specific goals, key projects, budgets, and timelines for digital and social media initiatives. Measurement of initiatives should align with marketing funnels. Trends to consider include real-time marketing to capitalize on unexpected events, amplifying brand events, evolving community management roles, and driving advocacy through super fans and exclusive communities.
This document provides a summary of key findings from a survey of over 1,500 marketers about their 2021 marketing strategies and plans. Some of the main findings include:
- Social media has surpassed other channels as the primary marketing approach for most companies in 2021. Personalized and conversational marketing is preferred.
- Brand awareness is the top overall marketing priority and main goal of most marketing campaigns, surpassing sales goals.
- Most marketers have an increased budget for 2021 that will be spent on paid advertising, content creation, and automation software.
- Content marketing, video content specifically, remains very important with 82% of companies actively using it, up from 70% last year. Social media engagement is
The document summarizes key findings from a survey of over 2,100 B2B marketers on trends in B2B marketing in 2015. Some of the top findings include:
- The biggest challenges for marketers in 2015 were new business development, quality of leads, and demand/lead generation.
- 84% of marketers planned to increase their budgets for 2015.
- Content marketing trends finding success included video, podcasting, and paid social media advertising, while native advertising decreased.
- Marketing automation was seen as an effective tactic by 81% of marketers, with lead scoring/nurturing and mobile/social media integration being top features used.
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
12 keys to innovative marketing planning (002)Michael Wolfe
This document discovers 12 ways or tools that marketing professionals can use to drive more returns and improve the effectiveness of their marketing plans.
Measuring the Lonng-Term Effects of AdvertisingMichael Wolfe
To those who do Marketibng-Mix modeling, one understands that these tools tend to have a singlular and exclusively short-term focus on marketing measurment. This white paper makes a case to including long-term measures in these models, expecially loking at the long-teerm efffects of advertising. This article makes a good business case for doing this and provides sine reak case studies to support his case.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
This is a case showing how Structural Equation Modeling (SEM0 can be applied to common consumer tracking surveys, media data, web traffic info.,and social media metrics to develop a mapping and quantification of the "customer journey" from awareness to purchase and brand loyalty.
This deck introduces the ABX ad testing system, a paradigm shift in how companies can evaluate their paid and pre-test media. Their model conforms to the rules of faster, cheaper, deeper and better.
This presentation outlines an approach for measuring gender bias in advertising. Called the Gender Equality Index, this was developed by the company Advertising Benchmark for the ANA or Association of National Advertising
Likeability and advertising effectivenessMichael Wolfe
Explores case of Colonel Sanders in KFC advertising. Copy test data reveals a high level of "dislike" of the character, but this has no impact on overall ad effectiveness and even less of an impact on customer "purchase intent". This all raises the question of whether ad likeability is even a factor for assessing ad effectiveness and whether an ad sells product.
A paradigm shift in advertising effectiveness measurementMichael Wolfe
This report shows a new way to measure advertising copy or creative. In contrast to current regimes which have changed little over the past 50 years and have not adapted to a market with more ads and channels, the ABX system here described is both faster, less costly, provides wider coverage of channels and has been validated vis a vis brand sales performance.
Case study shows how a restaurant chain rediscovered its purpose. By engaging in "voice-of-the customer" analytics, this restaurant was able to identify why their volume was declining and what they needed to do to rectify some shortcomings in their product offering. VOC Analytics uses a proprietary approach for converting textual brand reviews on social media into predictive metrics.
Radial Landscape Mapping: A new tool for brand positioningMichael Wolfe
Radial Landscape Mapping is a visualization tool that displays key data representing and differentiating competitive brands and shows the core brand perceptions of brands relative to their competitive set.
Marketing ROI case for banking & financeMichael Wolfe
Following is a case study showing marketing effectiveness analytics for a banking and financial services firm in the South Central US. A part of the challenge here involved estimating the impact that Hurricane Katrina had on this banks and the measurement of marketing ROI and impact in some new markets. in the end,. as is true for the banking sector, actual ROI of marketing is quite high and there are substantial opportunities for accelerate revenue growth with more effective marketing spend.
Auto brand marketing optimization modelsMichael Wolfe
This is a case study of a multi-line auto manufacturer and its quest to develop marketing optimization models which will help their brand gain higher marketing returns and accelerate their business growth. These efforts were successful and drove the company to a higher sales increase in the succeeding year.
Marketing Response and Optimization Model for CasinosMichael Wolfe
this is a case study for a 5 casino property gaming firm. This is a marketing response modeling project where insights gained enabled this firm to accelerate growth in the following year and improve their marketing ROI via a more optimized marketing spending plan.
Econometric Forecast Model for Housing Components ManufacturerMichael Wolfe
Forecasting demand in a cyclical business such as housing components is difficult & tricky. In this case, we developed an econometric model for housing components driven by order backlogs, housing starts, remodeling spending and pricing.
Finding the waste in marketing spendingMichael Wolfe
Every marketing program has about 25-70% of its spending occurring on initiatives which generate very low returns which only generate a fraction of the break-even revenue of its spending. This analytics for identifying these more wasteful activities and the upside resulting from trading the high productive marketing activities for the more wasteful ones.
Marketing ROI Modeling and Analytics for Retail Energy CompaniesMichael Wolfe
Unregulated utilities need to spend considerable sums on media and marketing in order to compete for subscribers. This study shows how one company could measure marketing ROI, reduce wasteful marketing spending and optimize its spending to drive significantly higher revenue growth.
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Aggregage
This webinar will explore cutting-edge, less familiar but powerful experimentation methodologies which address well-known limitations of standard A/B Testing. Designed for data and product leaders, this session aims to inspire the embrace of innovative approaches and provide insights into the frontiers of experimentation!
Build applications with generative AI on Google CloudMárton Kodok
We will explore Vertex AI - Model Garden powered experiences, we are going to learn more about the integration of these generative AI APIs. We are going to see in action what the Gemini family of generative models are for developers to build and deploy AI-driven applications. Vertex AI includes a suite of foundation models, these are referred to as the PaLM and Gemini family of generative ai models, and they come in different versions. We are going to cover how to use via API to: - execute prompts in text and chat - cover multimodal use cases with image prompts. - finetune and distill to improve knowledge domains - run function calls with foundation models to optimize them for specific tasks. At the end of the session, developers will understand how to innovate with generative AI and develop apps using the generative ai industry trends.
Orchestrating the Future: Navigating Today's Data Workflow Challenges with Ai...Kaxil Naik
Navigating today's data landscape isn't just about managing workflows; it's about strategically propelling your business forward. Apache Airflow has stood out as the benchmark in this arena, driving data orchestration forward since its early days. As we dive into the complexities of our current data-rich environment, where the sheer volume of information and its timely, accurate processing are crucial for AI and ML applications, the role of Airflow has never been more critical.
In my journey as the Senior Engineering Director and a pivotal member of Apache Airflow's Project Management Committee (PMC), I've witnessed Airflow transform data handling, making agility and insight the norm in an ever-evolving digital space. At Astronomer, our collaboration with leading AI & ML teams worldwide has not only tested but also proven Airflow's mettle in delivering data reliably and efficiently—data that now powers not just insights but core business functions.
This session is a deep dive into the essence of Airflow's success. We'll trace its evolution from a budding project to the backbone of data orchestration it is today, constantly adapting to meet the next wave of data challenges, including those brought on by Generative AI. It's this forward-thinking adaptability that keeps Airflow at the forefront of innovation, ready for whatever comes next.
The ever-growing demands of AI and ML applications have ushered in an era where sophisticated data management isn't a luxury—it's a necessity. Airflow's innate flexibility and scalability are what makes it indispensable in managing the intricate workflows of today, especially those involving Large Language Models (LLMs).
This talk isn't just a rundown of Airflow's features; it's about harnessing these capabilities to turn your data workflows into a strategic asset. Together, we'll explore how Airflow remains at the cutting edge of data orchestration, ensuring your organization is not just keeping pace but setting the pace in a data-driven future.
Session in https://budapestdata.hu/2024/04/kaxil-naik-astronomer-io/ | https://dataml24.sessionize.com/session/667627
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
The Modern Marketing Reckoner (MMR) is a comprehensive resource packed with POVs from 60+ industry leaders on how AI is transforming the 4 key pillars of marketing – product, place, price and promotions.
Codeless Generative AI Pipelines
(GenAI with Milvus)
https://ml.dssconf.pl/user.html#!/lecture/DSSML24-041a/rate
Discover the potential of real-time streaming in the context of GenAI as we delve into the intricacies of Apache NiFi and its capabilities. Learn how this tool can significantly simplify the data engineering workflow for GenAI applications, allowing you to focus on the creative aspects rather than the technical complexities. I will guide you through practical examples and use cases, showing the impact of automation on prompt building. From data ingestion to transformation and delivery, witness how Apache NiFi streamlines the entire pipeline, ensuring a smooth and hassle-free experience.
Timothy Spann
https://www.youtube.com/@FLaNK-Stack
https://medium.com/@tspann
https://www.datainmotion.dev/
milvus, unstructured data, vector database, zilliz, cloud, vectors, python, deep learning, generative ai, genai, nifi, kafka, flink, streaming, iot, edge
The Ipsos - AI - Monitor 2024 Report.pdfSocial Samosa
According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
2. Agenda for today
1. The critical questions to address
2. Why are we here and what is the problem?
3. Brief introduction to marketing effectiveness measurement.
4. How to optimize marketing spend and maximize growth
5. Questions and discussion
2
Measuring your marketing effectiveness:
3. Current Situation
• Marketing Waste: Estimates consistently show
that 40-60% of marketing spend is wasted
• Marketing Expense: Is often the largest line-
item expense on the balance sheet
• CMOs and CFOs: There has traditionally been
tension on matters of marketing accoutability
3
4. Some questions prompting need for measuring
marketing effectiveness and ROI
What are the most effective marketing channels – TV, Radio, Outdoor, FSI’s, Print or Digital?
What elements of my marketing investment are working and not working? Where is the
waste?
What could we expect if we increased our marketing budget by $2 million and how should
we spend it?
What has been the ROI of online/digital media versus traditional mass media?
What is the impact if we took a 3% increase in price?
What is the best way to allocate my marketing budget?
What are the primary growth drivers for our sales?
4
5. Why are we here?
• Marketing budgets tend to be one of the largest line-item expenses on the
balance sheet. Understanding what you are getting for that is critical!
• Traditionally, there has tended to be no accountability for this expense.
What do we get from this investment? Is there payback?
• According to a study by Proxima Consulting in 2015, “up to 60% of global
marketing budgets are being wasted every single year!”. Finding this
wasted spend is essential to the health of your enterprise!
• According to a recent study by IBM with about 1700 global marketing
leaders, 63% of them believe that marketing ROI will be the most
important and critical measure of business and marketing success in the
next 3-5 years. Are you invested in your future success?
• The problem, however, is that only 16% of these marketers presently use
marketing ROI as a guide to their marketing investment decisions. Where
do you stand on this?
5
6. 6
1. You spend
on a new
marketing
initiative
3. Sales
increase by X
dollars and
Profit Increases
by Y%
Execute in Market
2. You take it
to the market
In the ideal world
But things are not that simple
7. The problem: Too many channels, fragmentation and
confusion
Sales
Competition
Weather
Service
Quality
7
9. 30
32
34
36
38
40
42
44
46
1000 1100 1200 1300 1400 1500 1600
Price
Sales
Sales and Retail Price
9
Correlations and Data Relationships
Correlation = -0.71
Econometrics (marketing-mix modeling) is based on tested statistical relationships
between marketing drivers and sales. Statistical correlation, as shown below, is the
basic foundation.
10. …econometrics (marketing-mix modeling) can help
A statistical technique used to identify and quantify the incremental contribution made by marketing
investments on sales & revenue
Sales
Macro-
Economic
Factors
Penetration
Of Office or
Store
Locations
Price
Owned &
Earned
(Social)
Media
Promos/
Direct
Marketing
Customer
Satisfaction
Paid Digital
Media (PPC,
Display)
Mass Media:
TV, Radio,
Print, OOH
10
Involves collecting
this data over time
11. 11
The long & winding road
of marketing & the steps
to take
14. 71.1
3.2
2.4
9.9
3.3
6.5
2.1
1.5
11.2
40.1
Total Incremental Sales Contributions for Company XYZ
Baseline Sales Paid.Digital-Search Paid.Digital-Display
Earned-Social.Brand-Experience Owned-Website/SEO Paid SpotTV
Paid Radio Paid Magazines Long-Term.Marketing Effect
14
Step 2: Overall media contribution to sales
15. Step 3: Marketing Variance: Drivers of Growth
-2.0% -1.5% -1.0% -0.5% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%
Office Market Penetration
Pricing
Baseline Sales
Owned-Website/SEO
Paid.Digital-Search
Paid.Digital-Display
Paid Magazines
Paid SpotTV
Paid Radio
Long-Term.Marketing Effect
GDP Effect (Macro Economy)
-2.0%
-1.9%
-1.0%
-0.4%
0.6%
1.3%
1.7%
1.9%
2.1%
2.5%
2.9%
Annual Variance Contribution
Below shows how company’s total 7.7% year-over-year growth is allocated across the marketing-mix
and how each element affected this growth and business performance
15
16. $1.16
$1.24
$1.34
$1.73
$3.17
$- $1.00 $2.00 $3.00 $4.00
Paid Radio
Paid Magazines
Paid SpotTV
Paid.Digital-Display
Paid.Digital-Search
ROI per Dollar Spend for Paid Media
ROI per Dollar Spend
16
Step 4: Returns by Paid Media Channel (ROI per $1 spent)
The critical step in improving marketing productivity is a precise understanding of
returns per invested dollar
17. Step 5: Total Marketing Response
168,000
168,500
169,000
169,500
170,000
170,500
171,000
171,500
172,000
172,500
173,000
£- £1,000,000 £2,000,000 £3,000,000
AnnualUnitSales
Annual Marketing Spend
Unit Sales Marginal Profit
Current Spend
The dilemma is that incremental spend sometimes will not generate much
growth because of saturation and diminishing returns. Marketing response
tends to vary depending on the spending levels and competitive activities.
17
19. Step 7: Marketing Spend Optimization
Marketing spend optimization generates an estimated +10.2% sales lift at constant budget levels (average of
past 2 years). This result restores some traditional mass media, but with a relative increase for digital. The
plan finances an increase of all other media via a reduction in spend on sampling.
CONTRIBUTION CURRENT SPEND OPTIMAL SPEND
WebSEO 442490400 134,555 639,447
Paid.Digital-Display 321811200 1,003,211 703,392
Paid.Digital-Search 429081600 677,888 959,171
PaidMagazines 201132000 134,211 383,668
PaidRadio 281584800 833,455 767,337
PaidSpotTV 871572000 3,611,152 2,941,457
0%
20%
40%
60%
80%
100%
WebSEO
Paid.Digital-Display
Paid.Digital-Search
PaidMagazines
PaidRadio
PaidSpotTV
19
Total $6,394,472 $6,394,472
20. HOW WOULD YOU FEEL ABOUT
GETTING 2 TO 8 PERCENT MORE
REVENUE WITHOUT REQUIRING
SPENDING ONE ADDITIONAL DIME
ON MARKETING?
20
21. Play out marketing What-if scenarios
An interactive dashboard allows you to simulate different marketing mix/spend
scenarios and assess the resultant impact on sales and profitability.
1. Set marketing
budgets.
2. Set your
spend levels
across media
channels
3. Assess the
resultant
impact on sales
& profit
21
24. It’s all About Results
Company Results
Coca-Cola
Brought marketing ROI modeling to company for first time in 1996. In first year developed models for
Coca-Cola, Coke Light, Fanta and Sprite in 12 Countries. Year two sales gains over prior year exceeded
$300 million.
Starbucks
Developed measure of customer-brand experience using social media. Discovered that Starbucks main
strength lies in its in-store experience. Successfully developed brand positioning for Frappucino and
Via Coffee. Sales growth improved from +7 to +11 percent
McDonald's
Identified significant upside growth opportunity to drive higher restaurant sales by investing
significantly more in "dollar-value meals" one year after launch in 2005. Per recommendation, major
& higher marketing investment in dollar value meals made McD's the growth leader in its competitive
segment for 2 years thereafter.
L'0real
Developed models which measured the ROI across 12 different "Celebrity Spokespersons" in L'Oreal
Commercials. Recommended reducing number from 12 to 5 Celebrities, leading to growth
improvement from +3 to +5%.
Hyatt Hotels
Developed SEI to quantify measure of "customer satisfaction" derived from measures of Trip Advisor
hotel reviews across 300 different properties. This lead to a 5% improvement in customer satisfaction
in subsequent year and a +6% growth in total bookings
AT&T
Identified and quantified impact from the launch of iPhone. By identifying which ad copy messages
were most effective, AT&T managed to increase it's wireless telecom market share from 28 to 30%.
Johnson and Johnson
Developed analytic system for measuring and evaluating ad copy for Splenda brand. Enabled brand to
reduce ad production from 8 to 4 commercial executions, saving $6 million
24
25. 25
BLA leadership bios
Michael Wolfeis CEO of Bottom-Line Analytics LLC in the USA. Michael has 30 years of direct
experience in marketing science and analytics both on the client and consulting side. On the former,
Michael has worked for Coca-Cola, Kraft Foods, Kellogg’s and Fisher-Price. He has also consulted
with such blue-chip firms as AT&T, McDonald’s, Coca-Cola, Hyatt Corp., L’Oreal, FedEx and Starbucks.
Michael has broad experience in marketing analytics covering marketing ROI modelling, social media
analytics, pricing research and brand strategy.
Masood Akhtar is the Bottom-Line Analytics partner in the UK and heads the company
efforts across EMEA. Masood is former Director of Analytics for McCann-Erickson and also has
worked for Mintel International Group, JWT, Costa Coffee, Coca Cola, Hyatt Corp. He is an
accomplished econometrician with extensive experience in marketing ROI analytics, marketing
research, market segmentation, social media analytics and marketing KPI dashboards.
David Weinbergeris CMO of Bottom-Line Analytics. David’s career has taken him to such
blue-chip firms as Coca-Cola, Kraft Foods, Georgia Pacific and the Home Depot. David’s consulting
experience has focused on such verticals as retailing, financial services, apparel, consumer products
and insurance. David’s has considerable expertise in the areas of customer analytics, life-time
value, shopper marketing, social media, brand strategy, segmentation and marketing ROI analytics.
25
26. Bangalore, IN Office:
No. 141, 2nd Cross, 2nd
Main,Domlur, 2nd Stage, Bangalore
560071Phone: +91 80 40917572,
+91 80 40916116
info@therainman.in
Contact Us US Office:
Suite 100, 1780 Chadds Lake Dr, NE
Marietta, Georgia, 30068-1608
Atlanta, USA
mjw@bottomlineanalytics.com