This document discusses how marketers can leverage customer data and analytics to better demonstrate the value of marketing to CEOs. It notes that many marketers currently rate their measurement abilities as poor. Attribution, which assigns credit for outcomes to specific marketing activities, is an emerging trend that can help optimize spending. When done effectively through linking performance data to audiences and engagement, attribution provides insights to reduce costs, generate more leads and opportunities, and improve conversations with executives by focusing on revenue impact. The document asserts that marketers who have adequate data and the ability to act on insights can benefit most from attribution.

1. MONETIZING CUSTOMER DATA
(AND HOW TO LEVERAGE METRICS YOUR
CEO WILL BELIEVE IN!)
1

2. MONETIZING CUSTOMER DATA
(AND HOW TO LEVERAGE METRICS YOUR CEO WILL
BELIEVE IN!)
ANNA LEARY
Senior Consultant | Perkuto
MCE, MCSA
anna.leary@perkuto.com
2

3. MARKETING MEASUREMENT - SELF RATINGS
58% of marketers cite current
measurement abilities as “needs
improvement or worse.”
* 2018 Marketing Performance Measurement and Attribution Survey
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4. 1 out of 4 marketers earn top rankings by CEOs on proving the
impact of marketing
*2017 Marketing Performance Management Benchmark Survey
DEMONSTRATING VALUE
4

5. * 2018 Marketing Measurement
and Attribution Survey
5
REPORTING ON MARKETING RESULTS

6. 6
TOP REPORTING CHALLENGES
*2018 Marketing Measurement & Attribution Survey

7. Top motivators:
● Understand ROI of marketing investments
● Insight into buyer interests
● Improve marketing and sales alignment
● Demonstrate contribution to revenue
* 2018 Marketing Measurement and Attribution Survey
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ANALYTICS - TRENDS
of marketers are prioritizing attribution in the
next 12-18 months87%

8. 8
WHAT IS ATTRIBUTION?
Assigning credit to your marketing
efforts for performance outcomes Marketing
Efforts
The intersection of 3 data sets:
Performance
Outcomes
Audience
Engagement

9. ATTRIBUTION IS A HOT
TOPIC...BUT WHY?
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10. DATA-DRIVEN DECISIONS
86% of high-growth companies
use data and analytics to
IMPROVE marketing impact*
* The 2014 CMO Insights
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11. 11
RESULTS
EXPERIENCE
64%MEASURE
MORE OFTEN
70%MORE LIKELY
TO TEST
A BETTER CUSTOMER EXPERIENCE

12. More Leads
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THE ROI OF ATTRIBUTION
Decreased
Acquisition
Costs
More Productive
Teams
Better
Opportunities

13. Effective campaign measurement can increase
the number of marketing leads a company
receives by as much as 30%.
© Forrester Research, Inc.
13
MORE LEADS

14. Deep-funnel analysis helps companies increase the
percentage of all leads that become marketing
qualified leads by nearly 43%.
© Forrester Research, Inc.
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BETTER OPPORTUNITIES

15. By acting on real-time marketing performance
data and insights, marketing organizations
reduce cost per marketing qualified lead by
36%.
© Forrester Research, Inc.
15
DECREASED ACQUISITION COSTS

16. As organizations improve the process of analyzing
& measuring, they are able to fully repurpose two
full-time equivalent (FTE) employees to other
value-add activities within the marketing
department due to time savings.
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MORE PRODUCTIVE TEAMS
© Forrester Research, Inc.

17. 17
OPTIMIZE FOR BUSINESS VALUE
“We should do more
events like Event C.”
Event Leads
A 300
B 400
C 500
OK - Lead based

18. “We should do more
events like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
“We should do more
events like Event B.”
OK - Lead based Better - Opp Based
OPTIMIZE FOR BUSINESS VALUE
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19. “We should do more
events like Event C.”
Event Leads
A 300
B 400
C 500
Event Leads Opps
A 300 20
B 400 30
C 500 25
Event Leads Opps Rev
A 300 20 $350k
B 400 30 $200k
C 500 25 $250k
“We should do more
events like Event A.”
“We should do more
events like Event B.”
OK - Lead based Best - Revenue BasedBetter - Opp Based
OPTIMIZE FOR BUSINESS VALUE
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20. BEFORE
“With a budget of $250,000, we
launched 20 new LinkedIn
campaigns, and generated 23,000
clicks and 1,300 leads.”
AFTER
“With a budget of $250,000, we
generated $500,000 revenue. If
you give me $500,000, we can
generate $1MM+.”
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THE CEO/CFO CONVERSATION

21. 21
HOW DO YOU KNOW
IF YOU’RE READY
FOR ATTRIBUTION?

22. YOU ARE READY WHEN:
*Confidential – Do Not Distribute
1
You have something to
measure
2
You have reporting
bandwidth
3
You can act on the
insights
CRM & Marketing
Automation*
*typically
A marketing operations
function
Multiple channels and
budget to (re)allocate
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23. YOU WANT ANSWERS TO COMPLEX QUESTIONS
● Which channels/content/campaigns are generating the most revenue
by segment?
● What content is resonating with X persona at X stage in the buyer
journey?
● How do we accelerate ACME Corp through the bottom of the funnel?
● If we had 10% more budget, where should we invest it?
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24. SUMMARY
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When marketers are more informed, it results in:
● Better (data-driven) decisions
● More strategic spending
● Enhanced customer experiences
● More efficient use of resources
○ Staff
○ Time
○ $$

25. For more on Attribution, download our free ebook:
The Art and Science of Marketing Attribution
Perkuto.com/Attribution-Ebook
25
BUT WAIT! THERE’S MORE!

26. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
THANK YOU!
Anna Leary
Sr. Consultant | Perkuto
1.844.PERKUTO
anna.leary@perkuto.com