The evolution of the BT strategy

This document discusses evaluating the effectiveness of performance marketing. It argues that digital attribution models do not reflect true causation and that baseline organic sales are the largest driver for mature brands. The document advocates using an integrated measurement approach that considers the full contribution of media across the customer journey, prioritizes incremental growth, and incorporates econometric modeling, attribution, and experimentation to refine performance marketing strategies.

Grow Revenue with the Right Marketing Strategy

Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue. Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.

Digiday Retail Forum | Ro

This document discusses moving marketing efforts away from Facebook and Instagram to reach new customers through offline channels. It summarizes a case study where the company saturated the Boston area with various offline and digital ads. They found that click data alone did not fully capture offline ads' performance, as survey data showed 10x more people credited out-of-home ads. Combining click and survey data showed significant interplay between channels. The document recommends using multiple attribution methods, blending qualitative and quantitative data, identifying overlap areas, and triangulating measurement without relying on a single solution.

Media Buying Forum, OmniGOV OMD

This document discusses metrics for government communications. It argues that the focus should be on the right metrics that provide actual outcomes and value, rather than superficial metrics like clicks and shares. It advocates for inclusion and re-education to build accountability and transparency. The goal is for communications to make a real societal difference through a partnership approach focused on outcomes over short-term outputs or ads that may not even be seen.

Using Metrics to Build Marketing's Credibility

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".

Festival of Marketing Datalicious OptimaHub Media Attribution

Datalicious

This document discusses using data and attribution modeling to optimize marketing performance. It provides examples of how attribution modeling can reveal that channels like display advertising provide more influence on conversions than traditional last-click attribution suggests. This more accurate view allows for better allocation of budgets across channels to reflect their true returns. The document also shows how attribution adoption has led many clients to increase budgets for channels like display that were previously undervalued.

Pranešimas, Janio skaitytas el. komercijos konferencijoje "E-komercija '18" 2018 kovo 15 d. - http://e-komercija.eu/ Mes gyvename pasaulyje, kuriame klientų demografiniai ir elgsenos duomenys yra prieinami, bet kuriam verslui siekiančiam aukštų rezultatų yra svarbu kuo tikslingiau ir efektyviau panaudoti šią informaciją. Vienas iš svarbiausių panaudojimų – duomenų taikymas skaitmeninės rinkodaros strategijoms. Rinkodaros automatizavimas leidžia Jums pritaikyti pranešimą kiekvienam unikaliam klientų gyvavimo ciklo etapui ir visa tai Jūs galite lengvai pritaikyti savo versle. Savo pranešime Janis pasakos ir pateiks pavyzdžius apie naujausias komunikacijos su klientais el. paštu pritaikymo technologijas, kurios padeda didinti pardavimus ir klientų lojalumą.

Adometry - LiveRamp Webinar Deck: The Missing Link

Adometry by Google

Marketers are migrating to digital channels en masse. According to a recent eMarketer study, U.S. e-commerce sales will total $259 billion in 2013—a 14.8% annual increase over 2012's $225.5 billion. But there's a missing link. When consumers research products online, the majority of purchases take place offline, either over a phone or in a store. Forrester Research, Yahoo, and comScore all reach the same conclusion—as much as 92% of purchases take place offline following online consumer activity, while most digital marketers target online conversions only. Targeting isn't about clicks, it's all about sales, and 92% is a large percentage of missing data.

ABM - The Essentials of Account Based Marketing

The document discusses account-based marketing (ABM) essentials for different industries and sub-categories of accounts. It provides examples of early stage ABM programs including website personalization, targeted offers, and display advertising. It also discusses engagement programs such as executive luncheons to create opportunities. Metrics and goals are outlined for ABM engagement luncheons, including setting meetings with key accounts and increasing pipeline. Finally, the document references an ABM tech stack and insights.

Digiday Publishing Summit | The Daily Beast

The document discusses strategies for driving higher value users by focusing on reach, engagement, and habit-building to increase the percentage of users who are engaging with the site on a monthly basis. It provides data showing that the most engaged users who visit 7+ times per month account for a large portion of overall revenue. Recommendations include prioritizing engagement and loyalty through loyalty-driven products, exclusive content for members, and improving the on-site and app experiences.

Don't Let Bad Data Haunt You: An Expert Guide to Marketing Metrics

Joshua Tree Internet Media, LLC

This document provides an overview of best practices for marketing metrics and return on investment (ROI) analysis. It emphasizes using metrics that demonstrate marketing's impact on key business metrics like revenue and profits. Specifically, it recommends focusing on the revenue cycle and pipeline performance, incremental revenue from programs, and marketing forecasts of new business. It also discusses challenges like multi-touch attribution and provides examples of using testing and controls to better measure individual program ROI. The overall message is that marketing should "speak the language of business" by selecting metrics that show their contribution to financial goals.

Multi-Channel Attribution - Where do Leads Come From?

This document discusses attribution and how to properly attribute leads and conversions to specific marketing activities and touchpoints. It notes that attribution has become more difficult as the number and diversity of marketing channels has increased. Several common attribution methods are described, including last touch, first touch, equal weighting, and customer reported touchpoint. The document advocates for aggressive data collection, various web analytics techniques to track attribution over time, and careful analysis of attribution including dark testing and correlation analysis to understand how marketing activities relate to outcomes.

From Digital Attribution to Marketing Mix Modelling

Petri Mertanen

Open Lecture: Marketing Trends for 2019 with Meabh Quoirin

The Marketing Institute

Online Marketing Audit Example

The Online Marketing Business

Talk the Talk and Walk the Walk: Building CMO Credibility with CEO-Worthy Met...

This document discusses the importance of marketing using metrics that demonstrate return on investment and business impact. It argues that effective metrics show how marketing contributes to revenue and profits, not just costs and activities. Examples of strong metrics include the marketing revenue cycle, program-level ROI, and multi-touch attribution. These metrics allow marketing to demonstrate the financial contribution of programs and justify budgets in the language of business. The document also cautions against "vanity metrics" that prioritize activities and spending over results. It advocates testing programs to continuously improve marketing's return on investment.

The Survivalist's Guide to Data-Driven Marketing

Don't Let the Wrong Marketing Automation Solution Stunt Your Growth

It industry

EchoZeng5

The new hot crypto A new cryptocurrency called Chia Network will begin trading on May 4, and China’s crypto community is getting ready. Chia uses a Proof-of-Space-Time model under which miners, or farmers as they are called in this case, reserve disk space for a certain amount of time to mine blocks and get rewards. Prices of solid-state hard drives have surged in China online and offline as prospective farmers prepare to mine the cryptocurrency. Farmers favor using SSDs for Chia mining. (South China Morning Post)

Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform Economy

Heroes of CRM Conference

Drive Growth with the Right Marketing Technology Stack

This document discusses driving growth through the right marketing technology stack. It recommends defining the role of marketing technology, using an evaluation framework to choose technologies, and developing an implementation plan. It also advocates conducting regular internal audits of the marketing technology landscape to evaluate existing tools, empower users, extend capabilities, and enhance integrations. The audit involves stakeholder interviews and surveys to assess technologies' value, use, and need for upgrades. The conclusion states that marketing technologists should develop a technology selection process, audit the current landscape, and consider factors like centralized budgets and planned experiments.

The State of Marketing Automation Trends 2014

McKinsey on Marketing & Sales

Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data Age

Absolutdata Analytics

This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013. AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools

Are your digital channels driving growth?

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Digital Marketing Audit

The document summarizes an online marketing audit process. It outlines the key steps which include an initial review of the website and analytics, identifying areas for improvement, agreeing the audit scope and costs. The audit would then be undertaken and results presented. The audit looks at reach, persuasion, conversion and integration across online and offline marketing channels. The output is a client presentation with recommendations. Implementing changes and ongoing testing and review is recommended. Consultants' experience is provided and typical costs are around £2,500 plus VAT with the goal of increasing marketing effectiveness and return on investment.

Digital Marketing Audit

The document summarizes an online marketing audit process that includes: 1) A high-level review of a company's current website and historical analytics to identify key areas of concern. 2) An audit that examines four key areas - reach, persuasion, conversion, and integration - to comprehensively review online marketing strategies. 3) A presentation of audit results and recommendations to implement changes, test improvements, and realize a return on investment through increased marketing effectiveness and sales.

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