1. Internal use only
Top Down Corporate Analytics
The Vanguard Digital Intelligence Program Story
June 20, 2017
Presented by
Rusty Rahmer
Vanguard
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Topics
2
• The Center of Excellence Model
• Blue Collar Analytics
• Case Study Visit and Visitor Scoring
• Things to Think About
3. Internal use only 3
Who we are
One of the world's largest investment
management companies
Fast Facts
About 280 low-cost traditional funds and ETFs
16 locations worldwide with more than 14,000
crew members
5. Internal use only
Digital Intelligence Program - Overview
5
People
• Staff up to meet business and marketing demands
• New tools and capabilities = New skills and Competencies
• Velocity of insight to action: Eliminate bottlenecks, democratize the data
Fundamental Question: Centralized or Decentralized?
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Center of Excellence Model
6
DI Community
of Practice
(x40)
DI Center of
Excellence
(x12)
VG Business,
Marketing, and
Project Community
(600+)
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Center of Excellence Services - Tactical
7
Ownership of Enterprise Digital Analytics Capabilities – Right Tools and Optimal Environments
Identifying, Procuring, and Implementing the Right Digital Marketing Solutions for the Enterprise
Partnering with IT to Guide and Establish the Ideal Environments for Digital Marketing Solutions
Managing Digital Marketing Technology Vendor Services, Relationships, and Engagements
Operations – Quality to Specialized Functions
Analytics Tool Configuration
Classification Files
Data Support to Unsupported Areas (Fraud, Legal, Corporate Strategy)
Data Oversight Audit & Integrity – Risk Mitigation and Accountability
Data and implementation Guides, Documentation, and Governance
Meta Data Definitions
Monitoring Quality / Integrity through Periodic Audits
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Center of Excellence Services - Strategic
8
Enablement of Digital Marketing Capabilities and Investments – Right Talent, Skills, & Progress
Building and Fostering Communities of Practice
Assistance with Talent Identification, Interviewing, and Sourcing
Digital Analyst Training
Consultancy on Strategic Usage & Application
Fields of Use, guidelines, Best Practices, and Limitations of Digital Marketing Solutions
12. Internal use only
Analytics Service Engagement Model
Consulting, Thought
Leadership & Maturity
Assessments
Proof of Concept
Projects
Enablement
• Establishing credibility
• Discovering opportunity
• Finding advocacy
• Creating awareness
• Fostering interest
• Demonstrating capability
• Developing blueprints
• Creating sales demo/case
• Making it real
• Changing the business
• Achieving success
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Proof of Concept Projects
• Visit and Visitor Scoring
• Content Classification, Meta Tagging, and Optimization
• Content ROI
• Standardized Marketing Operations Dashboards and Reporting Solutions
• Facilitation of Monthly Digital Marketing Data Insights to Innovation Engagements Meetings
17. Internal use only
Components of Visit Scoring
Desired Activity Event Definition
View audio, video View at least half of the video or audio
View article View article
View products View product overview page or aggregate page
Complete audio, video Complete an audio or video ( in addition to the half completion event)
Download content Download a file
Contact us View Contact us page
Remember me or login Visit with remember me activated or login
Subscribe Subscribe to either Advisor Digest or Announcements
Register Complete web registration
Use tool Use tool
Order literature Order at least one literature or document
Share Content Share article, video, or audio via twitter, linkedin, facebook, google, email, print
PassiveActive
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19
3,200
Total Site Visit Score
4.5
Avg. Visit Score
per User
7.5
Avg. Visit Score
per Sales Lead
10.3
5.6
4.4
3.2 2.9
0
2
4
6
8
10
12
Social Media Display Paid Search Email Direct
Avg. Visit Score
by Channel
Campaign Total Visit Score Cost Cost per Engagement
Save More 120 $10,000 $83.33
Index Invest 310 $2,000 $6.45
Bond Balance 190 $4,000 $21.05
Int'l Equity 490 $4,000 $8.16
Money Movers 610 $20,000 $49.18
Visit Scoring at Work
21. Internal use only
Things to Think About
# Size matters, or does it?
# Don’t underestimate the transformation
# External partners are your friends, and maybe your best allies
# Discover advocates for strategic work and find ways to run with it
# Show don’t tell, then sell!
