Mathew Zaute, VP of Analytics at Rise Interactive, shares insights into the current marketing analytics landscape, common struggles marketers face, the keys to success, and more.

1. Our Mission: Deliver remarkable experiences and
superior results for our clients.
Our Vision: To be leaders in leveraging data to
help brands make smarter marketing investments.
Matthew Zaute
Vice President- Analytics
1

2. 2/24/2016
Moving From Insight to Action

3. Agenda
→The Current Landscape
→Goal and Priority Alignment
→Keys to Success
→Case Study

4. The Current Landscape

5. The Current Landscape
Organizations are seeing the value
• Four our of five business decision-makers are prioritizing analytics funding.
• Nearly two-thirds of business decision-makers are implementing or updating
predictive analytics solutions in the next 12 months.
• A predictive model that provides a modest 2% increase in consumer direct
marketing response rates can yield an almost six fold increase in profit
compared with a similar campaign executed without a predictive model.
Source: Forrester

6. Common Struggles
Source: Deloitte

7. Does This Sound Familiar?
I don’t trust my
data.
I don’t know how to
bridge my data
together and achieve
standardization.
I don’t have the
right technology
or know how to
use it.
It’s expensive and
timely – I need to
quantify ROI and time
to impact.

8. So, What’s Our Goal?
To wrangle insights and turn them into action

9. Goal and Priority Alignment

10. Lay the Right Foundation
+ =

11. 11
1. Align Business Impact & Marketing Goals
Where do you want to take the business?
Where do analytics and marketing fit strategically?
How are successful outcomes defined?
How do stakeholders rely on analytics?
Who are my best-fit customers?
What are they worth to the business? (LTV)
What marketing tactics are influencing them?
Response-
Yielding
Questions
Directional
Questions
1. Align Business Impact and Marketing Goals

12. “NOT EVERYTHING THAT
CAN BE COUNTED COUNTS,
AND NOT EVERYTHING THAT
COUNTS CAN BE COUNTED.”
ALBERT
EINSTEIN
2. Ask & Answer the Right Questions
2. Ask & Answer the Right Questions

13. 3. Prioritize
Focus On Areas of Opportunity & Impact
Slow to
Implement Quick to
Implement
Less
Significant
Impact
Significant Impact

14. Prioritization Case Study
• Basic Functionality – 77 cases
• Administrative Customization – 31 cases
• Technical Customization – 30 cases
• Advanced – 21 cases
• Total – 134 cases

15. 4. Understand Your Maturity

16. Our Mission: Deliver remarkable experiences and
superior results for our clients.
Our Vision: To be leaders in leveraging data to
help brands make smarter marketing investments.
Ashmita Chatterjee
Associate Director - Analytics
16

17. 1
7
ZirMed: Closing the
Loop with Call
Intelligence

18. Agenda
→Client Intro & Business goal
→Challenges
→Rise Approach
→Results - True ROI
→Insights & Optimization
→What’s next?
1
8

19. 19
About ZirMed
A B2B company which helps hospital systems,
Accountable Care Organizations, and private
practices manage their revenue cycle and patient
health outcomes.
→Business goal-Monthly Recurring Revenue
→Marketing drives quality leads
→Last Touch Point - Sales Representative

20. Challenge
20

21. 7
Challenge

22. 22
Challenge
→Attribute actual revenue to all marketing investments
→Which campaigns are most effectively delivering quality
phone leads and driving revenue
→Bridge the aperture between what happens online/offline and
the final action the prospect takes to reach a salesperson.
→To ascertain the relationship between digital media
campaigns, revenue, and lifetime customer value

23. 23
Challenge (Online)
→Keyword level Attribution
→Optimizing against proxy metrics
→Single Source of Truth
→Fragmented Insights
→Multi-channel strategy
→Restricted to ‘digital path to purchase’

24. 2
4
Limited Information|Fragmented Insights

25. Approach
25

26. 26
Rise Approach
→Understanding Client Needs & Goals
→Nature of Business
→Confirm ZirMed’s priorities
→Determine data points to be reflected in both systems
→Vendor Recommendation & Management
→Aligned with Client Goals
→Drive Timelines & Communication
→Project Management
→Coordination with ZirMed teams
→Porting of old numbers
→Ensure Transition is smooth & accurate

27. 2
7
Limited Information|Fragmented Insights

28. 28
After Call tracking

29. 29
Rise Approach
→Implementing the best in breed call tracking solution
→custom code via GTM, url parameter tagging
→Ring Pool setups & cookie rules for attribution
→Configuration of Opportunity Created(c) and Sales(w)
→Data Governance & Testing
→Spam blocking capabilities to ensure quality of calls
→Audit and verify SalesForce data accuracy in Invoca
→Continuous monitoring of attribution and troubleshooting
→Automating Call Measurement
→Adwords & Salesforce Dashboard
→Custom Reporting

30. 30
Custom Insights & Activation

31. Results
31

32. 32
All Channels
Average Order MRR
Value:
$156.8
Organic Revenue per Call:
$68.38
Print Generated 161
phone calls with 0 Opps

33. 33
Paid Search Insights
Keywords ‘Zirmed’ drove
40 calls , 42 web opps , 11
phone Opp & $2,364 in
revenue
Revenue per call:
$23.00
Generating 28% of total
calls
Average Order Value:
$182.00

34. 34
Beyond Revenue
→ Use Call Recording with the opportunity created in Salesforce.
→Great feature to monitor eligibility and call quality.
→Additional layer with the manual call notes.
→ Tool for Knowledge transfer from Sales to Account Management
→ Great tool for Sales training
→ Assess Top of the funnel campaigns v/s bottom
→ Multi-touch Attribution

35. 35
What’s next?
→ Invoca Whisper Technology
→ Invoca Signal
→ Close Loop Insights & Activation
→ Google Universal Analytics Integration
→ Retargeting campaigns for Opportunities

36. THANK
YOU
www.riseinteractive.com