Contenu connexe Similaire à 4A's Webinar: Bringing Science to the Art of Marketing (20) 4A's Webinar: Bringing Science to the Art of Marketing1. Bringing Science to the Art of Marketing
Analytics and Metrics:
Bringing Science to the Art of
Marketing
#4AsWebinars
Laura Patterson
President & Author
laurap@visionedgemarketing.com
Twitter:@LauraVEM
Facebook:
https://www.facebook.com/VEMarketing
#4Aswebinar
Welcome and Today’s Focus
“Need the math
behind the
creativity,”
John Seifert, ChairmanCEO
of Ogilvy & Mather North
America
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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2. Bringing Science to the Art of Marketing
#4Aswebinar
The Burning Question
A Lot of Ground to Cover
Marketing’s Metrics and Analytics
Conundrum
The Agency as Hero
Taking on the Data Challenge
Actionable Analytics
Balancing Data with Insights
The Data Hierarchy
Models Every Marketers and
Agency Must Master
Four Keys to Success
Clarifying the Business
Outcomes
Measuring the Right Things
The Creative Brief
Performance Reporting
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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If you or your clients
had to prove how
marketing programs
impact
share price,
revenue,
market share,
customer value
could you do it?
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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#4Aswebinar
The A’s have a game plan for
performance management…
The Quest
“Measurement and
analysis help marketers
become smarter…they
are the foundation from
which investment potential
is established, understood,
optimized and realized.”
Rebecca Lieb & Jeremiah Owang, Altimeter
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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1.
2.
3.
Determine marketing’s true
impact
Transform marketing into an
investment instead of a cost
Arm ourselves with the tools
and associated language
necessary to demonstrate we
are generating sustainable,
measurable value
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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4. Bringing Science to the Art of Marketing
#4Aswebinar
Why Companies Invest in Marketing
Develop and execute a
strategy to create
preference and
consideration that enables
the organization to
Acquire more of
something
Acquire it faster
Acquire it cheaper
They Understand 5 Keys to Performance Management
“ Today’s marketing ….requires
better
data…analytics…forecasting…mode
ling, higher levels of
accountability…performance
dashboards…a wider embrace of
marketing
automation...processes…”
CMO Council, Driving Performance, 2012
1.
2.
3.
4.
Data
Analytics
Metrics
Performance
Targets
5. Reporting
Need to demonstrate we are
“getting the job done”
Otherwise, might as well just
put more feet on the street
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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5. Bringing Science to the Art of Marketing
#4Aswebinar
Data is the Starting Point
Does Data Matter?
Customer Data
Market Data
Business Data
“Firms that
emphasize
decisionmaking
based on data
and analytics
perform 56%
better than firms
that rely on
intuition and
experience.”
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Economic Intelligence Unit, 2012
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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6. Bringing Science to the Art of Marketing
#4Aswebinar
Select Data That Matters:
Top 6 Most Important Data Sets
To get the
most out
data "you
need to
know what
you want to
know.“
Bernard Marr,
Advanced
Performance Institute
Look for Patterns
1. Business Activity
Data (mostly structured)
2. Social
Media/Comments/Revie
ws (mostly unstructured)
3. Transactional data
4. Website data
5. Telecom/Call Center
data
6. Images/Graphics
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Data that doesn't
help you see isn't
useful.
58% of respondents
agree that moving
from data to insight is
a major challenge
5th annual Digital IQ Survey,
Pricewaterhouse Coopers (PwC)
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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#4Aswebinar
Analytics: Key for Seeing the Patterns
The term analytics as
early as the late
1500s or early1600s
Applying logical
analysis to discover
and communicate
meaningful patterns in
data.
How to Turn Your Data into Insights
Today when applied
to marketing
The practice of
measuring, managing
and analyzing
market, customer,
and marketing
performance data to
maximize marketing
effectiveness.
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Synthesize: The starting point for seeing the
patterns
Hone in on the right Patterns
Not all patterns are germane.
Review and discuss each pattern
and its potential implications.
Explore why each pattern is important and
what it means.
In one simple statement, articulate the insight
that emerged
Post the insights
Incubate the insights.
Give yourself and your team at least a day
away from the "board."
Do the insights resonate?
Decide if the insights resonate and are
compelling enough to make or affect key
decisions.
Decide on the ACTIONs to be taken.
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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8. Bringing Science to the Art of Marketing
#4Aswebinar
Model Muscle – Master These
Analytics Enable Marketing
Segmentation
Models
Persona
Development
Buying Process
Models
Touch point
Allocation
Pricing Models
Opportunity
Scoring Models
Identify customer experience
problems and opportunities
Create and innovate,
redesign and reengineer
processes and systems to
improve marketing, customer
experience, product
development
Evaluate strategic and
tactical options that will
deliver the desired results.
Develop models to anticipate
market and customer
behavior
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Campaign Lift
Attribution/Mix Models
Predisposition to
Purchase Models
Likelihood to
Defect/Customer Risk
Models
Portfolio
Management Models
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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9. Bringing Science to the Art of Marketing
#4Aswebinar
Adopt a metrics framework and create a catalog
Selecting the Right Metrics
My friend Joe
My friend Joe runs 5X/week
runs
5X/week
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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10. Bringing Science to the Art of Marketing
#4Aswebinar
Before Execution: Engage in a Powerful Conversation with Your
Stakeholders to Learn and Understand
Gain Clarity Around Data & Metrics: Engage in a Powerful
Conversation with Your Stakeholders
1. What specific, measurable business
outcome will this program impact?
2. How do you expect this
program/activity to contribute (what
needle needs to move and how far)?
3. How will we know and measure that
this program achieved the
objective(s)?
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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1. What metrics would you expect to see?
2. What data will best help you understand our
current state?
3. What data and measures will communicate the
campaign’s/program’s effectiveness and value?
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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#4Aswebinar
Captured on Creative Brief
Program Development Checklist
Did you choose an outcome that can be
measured?
Did you review what information is
available & glean any learnings from
available information?
Did you obtain initial benchmarks?
If the desired data is not available did
you determine how, when, and often it
should be collected?
Did you select key metrics and frequency
of monitoring/reporting?
Can you tie the metrics to the outcome?
Are you using the information to
communicate results/impact/business
contribution to business leaders?
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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13. Bringing Science to the Art of Marketing
#4Aswebinar
Have We Answered Your “So What?”
To Prove Marketing’s Value
Why this is important?
Everything needs to be
measurable:
Connects the dots –
demonstrates Marketing’s
(client and agency)
contribution, value and
impact in measurable
business terms
Helps us know whether we
are moving the needle on
our Marketing strategy and
priorities
Provides the foundation for
continued improvement in
effectiveness
The outcome
The objective
The program
Why?
Stake in the ground
Know what is and
isn’t working
Know when to
declare success
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Why this matters to you?
It is the access to mastery
You will see opportunities that
you did not see before
You will have greater
confidence in your plans and
programs
You will expand your
understanding of the drivers
of behavior and how they
can be manipulated
You will be hungry to answer
new questions that further
your wisdom and
effectiveness
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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#4Aswebinar
What You Can Achieve
Take Action! Thank You, Q&A, Resources
Shift focus in the way
you plan, evaluate,
and communicate
results
Set performance
targets in everything
we do – dataand
factbased
Better articulate the
value generated to
business
Review your “Learnings”
Identify 1 takeaway
Identify1 thing you will do differently
Request a copy of this presentation
email
lizzy@visionedgemarketing.com
Affordable workbooks and books at
www.visionedgemarketing.com
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
www.visionedgemarketing.com
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Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©19992013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.
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