Account Based Marketing + Account Based Sales Development = ABFM
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Merkle - 2019 Sponsor Luncheon Presentation
- 1. © 2018 Merkle. All Rights Reserved. Confidential1 Moving from reporting to optimization Adam Reitelbach December, 2019
- 2. Merkle Who are we? The Ancient Parable of Six Blind Men and the Elephant
- 3. © 2018 Merkle. All Rights Reserved. Confidential3 Merkle is unique among media agencies We are a people-based, performance marketing agency We help the best brands in the world create competitive advantage through people-based marketing. We believe in marketing to people not proxies. We believe the future of marketing is personal, informed by data, powered by technology, and delivered through creativity. STRATEGY AND PLANNING DATA & ANALYTICS AUDIENCE MANAGEMENT Marketing Technology: Database Marketing, Marketing Clouds, Data & Analytics Performance Media and CRM Agency: Creative, Media, and Campaign Management
- 4. How are my marketing dollars working together?
- 5. What combination of channels leads to success?
- 6. How can I get reporting faster?
- 7. Attribution?
- 8. © 2018 Merkle. All Rights Reserved. Confidential8 Why is this? IT Delays Lack of Bandwidth Manual tasks Lack of common data
- 9. © 2018 Merkle. All Rights Reserved. Confidential10 This looks daunting DATA MANAGEMENT INSIGHTS ORCHESTRATION ACTIVATION INTEGRATION OUTBOUND Paid Social Display Search Call Center | CRM Mobile Apps Store | PoS Website Customer Portal Landing Page | Microsite Decision Management APIs Data Messaging IVR Machine Learning | AI Attribution Journey Analytics Predictive Analytics Direct Mail Email SMS/Push eCommerceAddressable TV Data Enhancement Data Sourcing Identity Resolution Consumer Data Store Data Integration Data Distribution Data Visualization Forecasting OBTM Journey Management Tag Management Content ManagementCampaign ManagementAudience Management INBOUND Testing and Optimization
- 10. We work with marketers on GMP Every Day
- 11. © 2018 Merkle. All Rights Reserved. Confidential12 Google Marketing Platform - Marketing Maturity Media Centric Tech Centric Data Centric Data-Driven Marketing Marketing campaigns are executed mainly using external data and direct buys with limited link to sales Some use of owned data in automated buying with single-channel optimisation and testing Data integrated and activated across channels with demonstrated link to ROI or sales proxies Dynamic execution across multiple channels, optimised toward individual customer business outcomes and transactions Nascent Emerging Connected Multi-Moment
- 12. © 2018 Merkle. All Rights Reserved. Confidential13 Implement media & analytics products to unleash out-of-the box capabilities and features. Focus on technically sound implementations to prepare for expanding marketing capabilities over time. Integrate media & analytics products to share audience space, manage campaigns across channels, and take advantage of technology capabilities. Introduce audience fueled website optimization. Connect third party data sources for enhanced data sets for analysis. Experience how more precise media targeting as well as highly customized analytics tracking can enable greater return on investment and reduced waste. Take your capabilities to the next level with Cloud & Marketing. BigQuery Connectors lead to unification of online and offline data, machine learning, automation, scaled activation, and full-funnel attribution. Analytics Campaign Manager Search Ads 360 CRM Display & Video 360 Marketing Automation Optimize 360 Search Ads 360 Marketing Automation CRM Analytics 360 Cloud & Marketing Analytics 360 Campaign Manager Search Ads 360 CRM Display & Video 360 Marketing Automation Analytics 360 Campaign Manager Search Ads 360 CRM Display & Video 360 Marketing Automation Optimize 360 Optimize 360 Siloed Media & Analytics Integrated Media & Analytics Connected Third Party Data Sources Cloud & Marketing Cloud & Marketing Campaign Manager Display & Video 360 Google Marketing Platform - Marketing Maturity Nascent Emerging Connected Multi-Moment New connection for maturity phase Existing connection for previous maturity phase BigQuery connector
- 13. © 2017 Merkle. All Rights Reserved. Confidential14 INTERNAL ONLY Proprietary + Confidential
- 14. © 2018 Merkle. All Rights Reserved. Confidential15 Agenda 0 0.02 0.04 0.06 0.08 0.1 0.12 Direct Referral Session Volume Event Volume Lifestyle Page Finance Page Locate Dealer Time On Site Morning Visit Model Page view CPC Referral Bounce Number Important Visits Paid Search Referral Evening Visit Google CPC Referral Brochure Referral Recall Page View Configurator Page View Dealer Locator Page View Influence on Vehicle Sales Key indicators of a car buyer include session Volume, Lifestyle, News, Finance, Locate a dealer and time on site According to the data Brochure and Test drive do not feature heavily as indicators of intent to purchase within this dataset Consumer Experience & Information is key
- 15. © 2017 Merkle. All Rights Reserved. Confidential16 MINI Post Purchase Tracking for Closed Loop Online and Offline Measurement Search BrochureOn SiteSearch Audiences Programmatic Display EDM DSP Purchase Post Purchase EDM With implementation of tracking codes on post purchase emails we can now see which website visitors are actually purchasing vehicles
- 16. © 2017 Merkle. All Rights Reserved. Confidential17 How accurately can we predict our car buyers? Normalised Confusion Matrix 70% 30% 90%10% Non-Buyer Car Buyer 100% 0% 25% 50% 75% The confusion Matrix demonstrates the relationship between true and false positives. 90% of the time we can predict that a customer is likely to purchase a vehicle based on their behaviour.
- 17. © 2017 Merkle. All Rights Reserved. Confidential18 Activation Within GMP Visitor ID Probability 945059 69% 194704 86% 724709 86% 361525 66% 626992 97% 753177 74% 641665 86% 193843 98% 141818 100% 586135 78% 145623 85% 754712 98% 849209 98% 865234 91% 103055 99% 40805 98% 176003 97% 816351 92% 273664 91% 461263 79% We now have a probability score against each visitor in Google Analytics 360. Storage Cloud Storage BigQuery Cloud ML App Engine App Engine The propensity modeling score is pushed back into Google Analytics for audience building and activation across Search & Display.
- 18. © 2017 Merkle. All Rights Reserved. Confidential19 Models Produce Greater ROI and Cost Savings High propensity audiences delivered 3.5X more sales than the medium propensity audiences & 8X more sales than low propensity audiences.
- 19. Ok, but how to communicate that value to your business
- 20. Collect Transform Visualize Analyze
- 21. © 2017 Merkle. All Rights Reserved. Confidential
- 22. “What Merkle showed me how to do in the past hour will save me two full days of work each month.”
- 23. © 2017 Merkle. All Rights Reserved. Confidential Archie Collaborative analytics environment Expansion to advanced, unified performance measurement / attribution Rapid campaign reporting powered by data standards01 02 03
- 24. © 2017 Merkle. All Rights Reserved. Confidential 01 02 03 Stand up campaign insights in a matter of weeks, leveraging Merkle’s best practices RAPID REPORTING 01
- 25. © 2017 Merkle. All Rights Reserved. Confidential 01 02 03 Extend to customer journey and advanced attribution analyses for unified performance measurement ADVANCED MEASUREMENT 02
- 26. © 2017 Merkle. All Rights Reserved. Confidential 01 02 03 Extend beyond campaign dashboards for ad hoc investigation and model development COLLABORATIVE ANALYTICS 03
- 27. © 2018 Merkle. All Rights Reserved. Confidential28 What does this enable? Stage and import data to the cloud DATA INGESTION Delivered through our dashboard templates REPORTING Via our analytics resource(s) INSIGHTS CORE SOLUTION EXTENSIONS Structured for reporting & analytics DATA LAYER Digital, TV, site and/or connected (MTA + MMM) attribution UNIFIED MEASUREMENT Environment for ad hoc analysis COLLABORATIVE MODELING Visualize individual and group event streams CUSTOMER JOURNEY INSIGHTS Evaluate options & build forecast SCENARIO PLANNING Added data hygiene / identity services after data ingestion RAPID AUDIENCE LAYER
- 28. © 2018 Merkle. All Rights Reserved. Confidential29 3 takeaways 1. Move past nascent and emerging into connected martech-adtech ecosystem 2. Focus on audience and automation 3. Leverage technology to help your team collect and transform the data, allowing them to add value
- 29. © 2018 Merkle. All Rights Reserved. Confidential30 Want to learn more? Adam Reitelbach jreitelbach@merkleinc.com
