Marketing Analytics is critical to all marketing activities: --- Challenge: Difficult to setup and measure --- Solution: Measure what matters --- Implementation: Tie marketing analytics back to your business goals

1. Marketing Analytics:
Measure What is Crucial and Ties to
Business Objectives
Shashi Bellamkonda
CMO Surefire Social

2. Shashi Bellamkonda
Chief Marketing Officer
Surefire Local: #1 Local
Marketing Automation
Platform
★ Teach marketing at Georgetown
University
★ 15 years in marketing technology
★ Peers call me “Social Media Swami”
and have mentioned me in 17
marketing books
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3. Drive marketing with Marketing Analytics
❖ Challenge
Difficult to setup and measure
❖ Solution
Measure what matters
❖ Implementation
Tie marketing analytics back to your business goals
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Introduction

4. Do we agree with Einstein?
“Not everything that can be counted counts
and not everything that counts can be
counted.” –Albert Einstein
Photo: Smithsonian
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5. CMOs Top Challenges
Data Access
OpenStack
Single Dashboard
Campaigns
ROI Attribution
Customer Data
Collect, Integrate &
Aggregate
Personalization
Customer Targeting
Data-driven Campaigns
Source: Adage
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6. Marketing Data today is
massive, tough to analyze
and difficult to report in a
single view
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7. Confusing! >> 35oo
Marketing Technology
Tools to choose from
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8. #dsdc16
Back to Basics

9. Goal 1
Influence future behavior
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10. Goal 2
Drives business objectives
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11. Goal 3
Measure ROI
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12. Critical Marketing Analytics Steps
1. Audit: Where are we now?
2. Objectives: Where do we want to be?
3. Plan: How do we get there?
4. Reporting: Are we there yet?
5. Analysis: What do we need to change?
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13. 1. Audit #dsdc16
❖ Track phone calls, form fills, goal conversions in one place
❖ Measure web traffic & performance
❖ Words/phrases people are using to find you online
❖ Reputation and reviews
❖ Social media metrics
❖ Competition

14. 2. Set Objectives
$$$/Customers
Conversions/
MQL/Demos/Retention
Engagement, Subscriptions,
Events, Downloads, Form Fills
Web traffic, Phone calls, Ad metrics,
Social metrics, Email metrics, Online tools
Audience, Contacts, Personas, Segmentation
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15. 3. Plan
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❖ Campaign Ideas
❖ Tools and Technology
❖ Resources
❖ Budget
❖ KPIs

16. 4. Report
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❖ Compare Timelines
❖ Successful Channels
❖ Top Content
❖ Events and Shows
❖ Activities
❖ Web Tools

17. 5. Analyze
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❖Are we meeting our goals?
❖What can we change?
❖When?
❖What do we do next?

18. Reporting Vs. Analyzing
● Data you can digest
● More Analysis vs. Reporting
Searcheningeland,com
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19. Trends
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20. Inferred Attribution
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21. #dsdc16

22. Hamilton
Create buzz for Hamilton beyond the Broadway audience
Used social media with influencer campaigns, impromptu live
shows, Tweets, retweets, $10 tickets:
➔ Numbers
Great audience build up with 500k YouTube & 250k on
Twitter
➔ Goals
Sold out shows, 43% premium on tickets, 21 Tony awards, Lot
of buzz Source: Washington Post
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23. Measure Customer Journey
Across All Channels
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24. Content Measurement
Text Analysis
Content show your
message accurately
Tone
What is the tone of the
content
Emotion
What emotion does
content evoke in readers
Cognitive Thinking using IBM Watson
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25. Coming Soon…..
Watch/VR
Audience
Beyond mobile, experience
with various devices
Voice Searches
Google: 20% of mobile
queries are voice searches
Lookalike
Audience
Personalization of content
Targeting people who look
like your existing customers
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26. Closing
Prove ROI of Marketing
❖ Right Metrics
Tie all the metrics together
❖ Timely
Measure regularly and report on time
❖ Action oriented
Use metrics to drive strategy
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27. Questions?
Download this presentation from Surefirelocal.com/dsdc16
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28. Thank you
Let’s Connect
Share your Marketing
Metrics story with me:
shashi@surefiresocial.com