2015 Outlook for Marketing Performance Measurement by BECKON

Kevin Dodson
VP Marketing & Data
Strategy
Beckon
@kevdod @BeckonInc

2015 OUTLOOK FOR MARKETING
PERFORMANCE MANAGEMENT
1. The (re)Birth of a Discipline: Omnichannel Performance Management
2. Welcome, Global Marketing Performance Intelligence Teams
3. Bye-Bye, Generic BI – Hello Marketing Data Tools
4. The Marketing Tech Stack As An Ecosystem
5. RIP Single Centralized Data Warehouses
6. Global Data and Reporting Taxonomies Are The New Black
7. “The Integrated Marketing Platform”—Just Another Y2K
8. Marketing Goes Below The Waterline With Data Management
9. Long Live Data Democratization! (or Self-Serve or No-Serve)
10. Data Wonks Become Storytellers

helps brands
understand and
beautifully
communicate the
impact of
everything that
marketing does

1. The (re)Birth of a Discipline: Omnichannel
Performance Management (OPM)
INSIGHT:
A change in focus from
channel-level MPM to a
more strategic
omnichannel focus.
OPM will be seen as a
strategic initiative
foundational to the
marketing function.
WHAT?
OPM is the management
and optimization of
marketing performance at
the omnichannel level
•  Online & offline Spend and
Performance Data
•  Business Outcomes
•  Brand Equity Outcomes

The Rise of Omnichannel...
Proprietary and Confidential 5
Google Trends search volume for phrase: “omnichannel”
2011 2012 2013 2014
But why now?
•  Channel tools are all “in place”
•  Retail has led the charge in
online to offline
•  Specialized tools are emerging
for integration
•  Execution Platforms
•  Marketing Middleware
•  OPM tools like BECKON

Strategic vs Tactical Omnichannel Data
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
BrandOutcomes
Print
Customer & Transaction Level Data
Tactical
Campaign & Aggregate Level Data
Strategic

1. The Birth of a Discipline: Omnichannel
Performance Management (OPM)
INSIGHT:
A change in focus from
channel-level to a more
strategic omnichannel
focus.
OPM will be seen as a
strategic initiative
foundational to the
marketing function.
IMPLICATIONS:
•  Growing pressure on
marketers to develop the
people, process, and
technology for OPM
•  Rapid evolution in
techniques for OPM
•  Omnichannel Data
Management becomes a
strategic imperative

2. Welcome, Global Marketing Performance
Intelligence Teams
INSIGHT:
New centralized roles and
teams are emerging to set
standards and coordinate
across all channels.
ROLES WE ARE SEEING:
•  Global Head of Omnichannel
•  Global K&I
•  Chief Marketing Technologist
•  Head of Marketing Operations
•  Global Analytics & Insights
•  Omnichannel Mkt Insights
•  Head of Omnichannel Insights
CENTERS OF EXCELLENCE
•  Omnichannel COE
•  Marketing Technology COE

2. Welcome, Global Marketing Performance
Intelligence Teams
INSIGHT:
New centralized roles and
teams are emerging to set
standards and coordinate
across all channels.
IMPLICATIONS:
•  Understand where the
responsibility lies
•  Empower cross-boundary
teams
•  Think: global standards
and distributed execution

3. Bye-Bye, Generic BI - Hello, Functionally-
specific (Marketing) Data Tools
INSIGHT:
SaaS apps purposely built
for marketing data will chip
away at general data/BI
tools
(Think: Salesforce and
CRM).
WHY?
•  The variety, velocity, and
volume of marketing data
•  SaaS tools time to value
is much higher
•  Higher ROI, lower TCO
•  Role of enterprise IT
evolving

INSIGHT:
SaaS apps purposely built
for marketing data will chip
away at general data/BI
tools
(Think: Salesforce and
CRM).
IMPLICATIONS:
•  Audit existing internal
marketing data projects
•  Conduct make vs. buy
analysis on all new
internal data projects
•  Cultivate IT as a trusted
advisor in the selection of
marketing technology
3. Bye-Bye, Generic BI - Hello, Functionally-
specific (Marketing) Data Tools

INSIGHT:
Marketers will start to view
their marketing toolset as a
system of complementary,
overlapping technologies
that work together, not as
siloed assets.
WHY?:
•  The omnichannel view
will quickly uncover
system and data
incompatibilities
•  OPM difficult with data
“trapped” in channel
silos
•  Many systems have
overlapping functionality

INSIGHT:
Marketers will start to view
their marketing toolset as a
system of complementary,
overlapping technologies
that work together, not as
siloed assets.
IMPLICATIONS:
•  A primary requirement for
new MARTEC or ADTEC
should be data availability
and integration
•  Increased requirements for
a centralized “traffic cop”
•  Move towards global
standard systems with
room for local systems

INSIGHT:
As businesses move
toward best-of-breed
functionally-specific
technologies in order to
increase agility and
performance, their interest
in single centralized data
repositories will also wane.
WHY?:
•  Marketing data is
evolving too quickly for
central repositories
•  Movement to SaaS
applications decentralizes
data
•  Rise of “Marketing
Middleware” as the glue

INSIGHT:
As businesses move
toward best-of-breed
technologies in order to
increase agility and
performance, their interest
in single centralized data
repositories will also wane.
IMPLICATIONS:
•  Resolve the integrated
data/decentralized
marketing paradox with
centralized data standards
and oversight
•  Global Tagging Taxonomy
•  Global Metric & KPI
Standards
•  Global Best Practices &
Governance

6. Global Data and Reporting Taxonomies Are
The New Black
INSIGHT:
Enterprise-wide all-
function data taxonomies
will give way to
taxonomies for marketing.
WHAT?
A Taxonomy is a
hierarchical classification of
entities.
Taxonomies require
agreement on:
•  Naming
•  Classification
•  Hierarchy

Taxonomy Example in The Animal
Kingdom

Marketing Taxonomies
• Marketing Program
•  Initiative
•  Campaign
•  Channel
•  Tactic
•  Activity
• Global
•  Region
•  Country
•  State
•  City
•  Store

The New Black
INSIGHT:
Over complex enterprise
data taxonomies or local
“roll your own”
conventions will give way
to flexible, but centrally
defined data taxonomies
for marketing.
WHY?:
•  Distributed execution with
centralized reporting
necessitates naming and
tagging standards
•  Velocity and variety of
marketing data requires
flexibility

INSIGHT:
Over complex enterprise
data taxonomies or local
“roll your own”
conventions will give way
to flexible, but centrally
defined data taxonomies
for marketing.
The New Black
IMPLICATIONS:
•  Without a standard
omnichannel marketing
taxonomy, OPM is difficult
•  Get your marketing data
taxonomy in place as a
foundational piece of
OPM.

7. “The Integrated Marketing Platform” - Just
Another Y2K
INSIGHT:
The promise of the fully
integrated marketing
platform solutions big tech
firms scrambled to deliver
in 2014 has already
dimmed and will continue
to fade in 2015.
WHY?:
•  The promise of
integration has proven
difficult to deliver
•  Marketing is moving too
fast for a single vendor to
have all channels covered
•  Platform data “lock-in” is
an issue

7. “The Integrated Marketing Platform” - Just
Another Y2K
INSIGHT:
The promise of the fully
integrated marketing
platform solutions big tech
firms scrambled to deliver
in 2014 has already
dimmed and will continue
to fade in 2015.
IMPLICATIONS:
•  The marketing landscape
will continue to be
“messy”
•  Best of Breed systems will
need to coexist within a
planned ecosystem
•  OPM, along with
marketing middleware, will
be the “glue”

8. Marketing Goes Below The Waterline With
Data Management
INSIGHT:
Marketers will stop
focusing on the tip of the
iceberg (data visualization)
and start working below
the waterline on data
management (automating,
normalizing, blending).
WHY?:
•  In an “always on” data
environment, pixel-
prefect reporting
becomes less important
•  As the focus shifts to
OPM, data integration
becomes the core issue
•  80% of analysis time is
spent collecting and
cleansing data

8. Marketing Goes Below The Waterline With
Data Management
INSIGHT:
Marketers will stop
focusing on the tip of the
iceberg (data visualization)
and start working below
the waterline on data
management (automating,
normalizing, blending).
IMPLICATIONS:
•  Have a strategy in place
for data management
•  Foster a core competency
within the marketing
department of data
management
•  Marketing will need more
dedicated data engineers

9. Long Live Data Democratization! (or Self-
serve or No-serve...)
INSIGHT:
The velocity of data and
analysis required and the
capabilities of new tools
are making data self-
service is a reality.
WHY?:
•  As marketing becomes
data, marketers can no
longer rely on agencies
for campaign-level
optimization
•  The rise of always-on
media
•  Emerging tools can
support analysis by non-
specialists

9. Long Live Data Democratization! (or Self-
serve or No-serve...)
INSIGHT:
The velocity of data and
analysis required and the
capabilities of new tools
are making data self-
service is a reality.
IMPLICATIONS?
•  Marketers need to get
comfortable with data
•  Marketing executives will
have more visibility into all
aspects of spend and
performance
•  Data will move out of the
agencies and into the
enterprise

10. Marketers Become Data Storytellers (or, We
Have The Data, So What? )
INSIGHT:
Telling marketing stories
through the customer lens
and the business lens will
become increasingly
critical if marketing is to be
a strategic function in the
enterprise.
WHY?
•  The increasing availability
of data will enable faster
and more distributed
analysis to non-experts
•  So much data will require
a signal-to-noise issue –
so how to get heard?

10. Marketers Become Data Storytellers (or, We
Have The Data, So What? )
INSIGHT:
Telling marketing stories
through the customer lens
and the business lens will
become increasingly
critical if marketing is to be
a strategic function in the
enterprise.
IMPLICATIONS?
•  Marketers need to be
creative about how they
are communicating data
and analysis to executives
and non-experts
•  Systems to support
storytelling and curation
will gain traction

Kevin Dodson
VP Marketing & Data
Strategy
Beckon
@kevdod @BeckonInc
Questions?

Types of Marketing Optimization
Speed of Decision
ScopeofOmnichannelOptimization
Immediate Bi/AnnualDaily Weekly Monthly
Managerial
(Omnichannel
Campaign)
Strategic
(CMO)
Tactical
(Single or
few Channel)
Tracking to goal or objective
Comparison/ranking
Visual Correlation
Internal Benchmarking
Lift over Baseline
Test and Control
External Benchmarking
Mathematical Correlation
Digital Attribution
Mix Modeling
Next Best Action (DMP data, programmatic…)
Single Source (surveys)
BECKON
Managerial,
strategic
AND
automatable

2007 2008 2009 2010 2011 2012 2013 2014
Need for Marketing Analytics Is Rising
Google Trends Search Volume (index) for phrase: “Marketing Analytics”

BECKON MARKETING DATA FRAMEWORK
OBJECTIVESMETRICS/KPIS
DATAREPORTING
CATEGORIES
DATASOURCES
&CHANNELS
ONLINE OFFLINE
MARKETING ACTIVITIES OUTCOMES
BRAND BUSINESS
BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY
STRATEGIC METRICS
(all-channel,
CMO level)
TOP-DOWN
ANALYTICS
Start with a goal,
then find the data.
• Scorecards
• Dashboards
BOTTOM-UP
ANALYTICS
Start with data,
then find the insights.
• Ad-hoc analysis
• Auto correlation
• Variances
VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($)
AGGREGATED METRICS
(multi-channel,
manager level)
ACTIVITY METRICS
(single-channel,
tactician level)
• Total new customers
• Total sales
• NPS
• Net sentiment
• Engagement/Impressions ratio
• Paid/Earned ratio
• Aided awareness
• Share of voice
• ROMI
• ROMO
• Cost per new customer
• Cost per point of awareness
• Impressions by campaign
• Engagement by channel
• Sales by region
• GRPs by DMA
• E/I ratio by campaign
• P/E ratio by channel
• Engagement rate by agency
• Likes per post by channel
• Cost per impression by campaign
• Cost per engagement by channel
• ROMI per business unit
• Sales per square foot by region
• Visits
• Clicks
• Likes
• Sends
• Click-through rate
• Conversion rate
• Open rate
• Cart abandonment rate
• Cost per click
• Cost per thousand
• Cost per point
• Cost per attendee
MARKETING
• Funnel
• P/O/E
• Channel
• Campaign
BUSINESS
• Product
• Industry
• Region
• Competition
ORGANIZATIONAL
• Business unit
• Department
• Owner
• Agency
CUSTOMER
• Segmentation
• Type (new, old)
• Demographics
EXECUTION
• Placement
• Creative
• Offer
• Test/Control
Beckon Proprietary and Confidential. Contact sales@beckon.com for more information.
D
isplay
Em
ailW
ebsite
E-com
m
erce
M
obile
A
pp
SEO
SEMFacebook
Tw
itterListeningLinkedIn
V
ideo
TV
R
adio
Print
O
O
H
D
irectM
ail
PR
Events
SponsorshipC
inem
aIn-Store
R
etail
C
allC
enter
B
randC
ustom
er
C
om
petitive
Sales
E-com
m
erce
C
R
M

2015 Outlook for Marketing Performance Measurement by BECKON

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to 2015 Outlook for Marketing Performance Measurement by BECKON

Similar to 2015 Outlook for Marketing Performance Measurement by BECKON (20)

More from Amanda Roberts

More from Amanda Roberts (8)

Recently uploaded

Recently uploaded (20)

2015 Outlook for Marketing Performance Measurement by BECKON