Business Intelligence for Marketing, how to deal with the ever-growing volume of marketing data, how to avoid data silos and get real answers to your business questions.

1. San Diego Marketo User Group
Presenter: Iryna Zhuravel
January 22, 2018
Marketing and Business Intelligence:
How to Get Real Answers to Your
Business Questions

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Agenda
4:00 - 4:30 - Arrivals and networking
4:30 - 4:40 – Introductions
4:40 – 4:50 - Housekeeping
4:50 - 6:00 – Marketing + BI - presentation and discussion
6:00 - 8:00 - Domo sponsored Happy Hour at Marriot

3. Housekeeping and Marketo News

4. Join us on Slack
sandiegomug.slack.com

5. summit.marketo.com

6. https://www.marketo.com/slides-and-templates/2018-marketing-predictions/
2018 Marketing Predictions

7. *Disclaimer: This presentation will not answer your questions for you and will
not make you a data scientist.
Marketing and Business Intelligence:
How to Get Real Answers to Your Business Questions

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Data is the new currency
• Every industry is becoming more data-driven
• We are collecting more data than ever, especially true
for marketing
Challenges for marketing:
• Paralysis by analysis
• Skills gap
• Siloed data
•A lot of BS

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Result
• Marketing lacks credibility
• Marketing is seen as an
“arts and crafts
department” (Check out
Summit 2017 presentation by
Matt Heinz)

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Solution: Become friends with data
• You don’t need to be a data scientist to make sense of
your data
• You already have all the data to answer most of your
questions
• “Data democratization” trend
• You need to master basic skills

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Step #1: Strategy
• Identify KPI
• What data do you need to calculate them?
• How will you collect the data?
• Where will your data and reports live?

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Step #2: Lies, damned lies, and statistics
Understand correlation and causation, don’t take anything at face value

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Step #3: Look under the hood
• Don’t blindly trust the graphs from
various analytics tools
• Data visualization is just the tip of
the iceberg
• Understand where your data is
coming from, check for outliers, do
sanity checks

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Step #4: Learn basic data lingvo
• Data warehouse vs database
• ETL – extract, transform, load
• Join - a means for combining columns from one
or more tables by using values common to each

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Step #5: Brush up on your MS Excel
• EVERY reporting tool has a function “Export to Excel”
• Most useful: vlookup formula, pivot tables

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Analytics Tools Landscape

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Marketing Analytics Tools Landscape
Out of the box solutions
• Built into your solution
• Can be more than
enough for a lot of
companies
Point Solutions
• Answer one or a
several marketing
questions, e.g. how
much does my
content contributes
to revenue?
BI Solutions
• Can store, process and
analyze data from any
source
• Can be used by all and
every department, not
just marketing

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Analytics Tools Landscape
Marketo
CRM
Google
Analytics
Point
Solution
BI Platform
Social
Paid
Media
Events
BI Platform

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Altium’s Experience with Domo
Very fast and easy ETL
• Easy to connect data source (over 400 pre-built connectors)
• Visual drag-and-drop interface to transform data (no SQL knowledge
required, although they do support SQL)
• Cloud-based data storage
Quickstart packages for popular tools
• Took 15 minutes to connect Marketo data
• And about 10 to connect Salesforce

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Thank You!