Keep Data Relevant in an Ever-Changing Digital Marketing Landscape
Keep Data Relevant in an Ever-Changing Digital Marketing Landscape ….The Moral of the Story. Presented by: Autumn Christiano
The Portal Group • Boutique Consultancy supporting Industry Leading Corporations • Toyota Motor Sales • Toyota, Lexus, Scion • Toyota Financial Services • 20th Century Fox • IEEE Computer Society • 3 Key Verticals • Technical Architecture, Support and Development • Project Management • Business Intelligence & Analytics 2
An Analytics Tale In 2009, what did 2 Web Analysts, 3 Brands, over 9 Digital Data Sources, and 2000+ Websites have in common? • Toyota Motors Sales • Poor Data Quality • Divergent Data Sources • Limited Reporting • Few Actionable Insights
*Enterprise Standardization – 1st Brand Search Online Direct Offline Engines – Social Media Advertising Marketing Media natural/paid Lstudio.com Lexus.com Dealer Sites LuxuryAwaits.com Yourlexusdealer.com m.Lexus.com Desktop & VidaLexus.com Mobile (229)Lexusdrivers.comEnform Mobile App
Step 2, Implementation and Process Multiple Vendors per Site required a Custom Solution to reduce development effort and dependencies TAG LIVE Reqs DB CMS QA
Step 3, Reporting and Insight Is it timely, relevant and actionable?
Step 4, Know What You Don’t Know What is the ROI on my media campaigns? How does Social Media impact my brand, leads, sales? KNOWN Somewhat Unknown Online Advertising, SEM, SEO, Direct KnownOffline Campaigns Marketing Social Media
Step 5, The Road to Optimization • Create, Test, Optimize, Oh My!
Step 6, Personalization Anonymous Personalization Site Behavior Temporal Environmental Referrer Customer Data Loyalty Purchase History Service History Demographics
A Fairy Tale Ending Beginning In 2012, what do 12 Web Analysts, 3 Brands, 4 Digital Data Sources, and 2000+ Websites have in common? • Toyota Motors Sales • Consistent Data Collection • Fewer Data Sources and More Data Integrations • Effective and Frequent Reporting • Optimization and Personalization Roadmap