Data Driven Marketing Strategies & Innovation Track
Speaker: Thad Kahlow, CEO, BusinessOnline
Can you truly tell the marketing ROI for every channel and every program? It’s a new age for Marketers where this is possible – but how to get started, and which attribution model is right for you?
Today’s Modern Marketers face big attribution challenges. You have a myriad of online and offline channels – and just as many databases. And maybe you have a high-consideration product, with a long complex sales cycle, that requires buy-in from multiple people. Join this session to learn the top 3 company-level attribution models and how you can identify the best one for you, how to uncover real values by uniting many interactions and many data systems and what to expect from a cost, staffing, time and energy standpoint, and how to get started.
Computer 10: Lesson 10 - Online Crimes and Hazards
Winning with Big Data 10:30-11:30am NCDM13
1. Winning with BIG DATA
Drive Marketing ROI across all
Channels & Campaigns
@tkahlow
@BOLoptimized
2. Why Big Data? Why now?
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Pace of change…
+ Companies: Large and small…
+ Industries: Old & young
+ Customers: b2b, b2c, male or
female, rich or poor…
+ Change, big change…
5. Age of the Customer
“Empowered buyers, disruptive digital
innovations…erase traditional competitive
advantages…the next wave will come from deep
customer knowledge, engagement tied to the
buyer's timing, and actions based on an obsessive
desire to deliver what your customers want before
your nearest competitor does.”
6. I’m Thad Kahlow @Tkahlow
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CEO BusinessOnline
14 years Digital Marketing
B2B/B2C High Consideration- lead to sale
B2B Magazine Interactive Agency year
Top Agency: 3 Consecutive years…
Thrilled to be here today!
17. Collect & Connect Data throughout
Company Buying Journey
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18. “Great marketers focus on people… their
needs, behaviors, intentions, wants… Avoiding
the shiny temptations of marketing solely to
things – like devices, channels, technologies.
Never been more critical… Staying focused on
the people and motivations…marketers can
catch an incredible wave of opportunity.”
21. Close the Loop
w/ Connected Common Key
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Web
Analytics
+ Marketing
Automation
+ CRM
23. “…companies are seeing an average
15-18% Lift in Revenue…
As result of implementing
closed-loop & Optimizing”
- Tina Moffett, Attribution Analysts Forrester Research
29. Five Steps
Validated Engagement Factors
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1. Close the Loop: Data house in order: web
activity + marketing automation + CRM (sale)
in Data Warehouse
2. Determine path to success: what did
prospects do before they became clients?
3. Aggregate past (50+) clients- create statistically
significant = validated
Closed Loop
Path to Success
30. Five Steps (Cont)
Validated Engagement Factors
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4. Normalize Connected Data:
+ Time: Analyze engagement activity over time (12mos)
+ Normalize: Create a Normalized engagement score across all
customers = 100 (mean)
+ Analyze for Statistically Relevant Insights: Lead engagement
scores > 100 Score =
+ “demonstrating higher likelihood to buy”
5. Turn Insights into Business Opportunities
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Content personalization
Remarket
Click to chat
Sales alerts/out reach
34. B2B Sales Funnel
Stakeholders in Buying Process
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Engagement Score
1800
1600
1400
1200
Analysts
1000
Marketing
800
IT Team
600
C-Level
400
200
0
Month 1 Mo. 2
Mo. 3
Mo. 4
Mo. 5
Most of these stakeholders were anonymous
Mo. 6
35. Personalize to role/need
Amazon for B2B/ B2C High Consideration
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Someone in your role
In your industry
At this stage of buying journey
Looking for to solve this specific problem
Has found this piece of information valuable
All based on past success events
SALE
General experience
Personal experience
Convert
Increase sales
37. Derive Business Insights
From Data
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Identify insights from multiple data sources across the
enterprise
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Clearly communicate performance at the channel,
campaign, and content level
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Focus on business decisions instead of wading
through low-level marketing analytics data
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38. Answer the
Right Business Questions
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+ What is our marketing conversion rate?
+ What is our sales conversion rate?
+ What is our lead quality from digital?
+ What is our return on ad spends?
+ What are customers engaging with?
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39. Measure Key
Digital and Business Metrics
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+ Shift your conversations from
impressions and clicks to
revenue and ROI
266,773
Visitors
+ Focus on customer activities
4,027
Leads
[1.5%]
that sell and refine programs
+ Clearly demonstrate the impact
of marketing to the bottom line
208 Buy
[5.3%]
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40. Example
Digital & Business Key Metrics
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A mature digital presence with full customer journey attribution can yield:
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Targeted Impressions: ~6M-9M
CTR 1%–3%
CPC: Avg $1.01
Qualified Visitors: 100ks
Lead Conversion: Avg ~6%
Cost Per Lead: $20 CPL
Lead to Sale: ~6%
+ Cost Per (offline) Sale:
+ ~$600 cost/sale (p/unit)
+ $20M Sales/ $1M Cost
+ ROI: 1,000+%
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