Consistent, best-practice marketing data management should be the top priority for every omnichannel marketing department. Only if we take the time to perform the unglamorous task of working below the waterline to structure our data in smart, useful ways can we take full advantage of what modern marketing has to offer.
The Art of the Marketing Scorecard Webcast by BECKONAmanda Roberts
Let your data do the talking. Join Beckon CEO Jennifer Zeszut for a rare peek at the inner workings of omnichannel marketing scorecard design, and learn how to use marketing scorecards to tell the story of marketing performance.
Marketing Measurement Mastery Webcast Slides by BECKONAmanda Roberts
Omnichannel marketing measurement doesn’t happen overnight—it’s a journey. Join Forrester Analyst Tina Moffett and Beckon VP of Data Strategy Kevin Dodson to learn how top brands measure and optimize omnichannel marketing performance.
2015 Outlook for Marketing Performance Measurement by BECKONAmanda Roberts
Join Kevin Dodson, Beckon VP of Data strategy for a look at the 2015 Outlook for Marketing Performance Measurement. In this 30-minute webcast, we’ll cover what’s in store for 2015 and the critical measurement capabilities you need to master.
This document discusses lead scoring for B2B marketers. Lead scoring involves assigning a score or grade to marketing leads to assess their propensity to purchase. It examines both explicit factors like budget, needs, and demographics as well as implicit behavioral data. Effective lead scoring requires collaboration between sales and marketing to prioritize leads and maximize sales capacity. While technology can help, lead scoring is more about developing an efficient process. Advanced lead scoring also considers dialogue, offline activity, and adjusting the model over time based on new insights.
Long gone are the days when the marketing landscape encompassed only traditional, interruptive methods for engaging
with prospects. Today, leaders are shifting the marketing mix faster as inbound and digital continue to represent a huge
opportunity for driving demand. This recent study shows that global organizations—regardless of size—are integrating
more omni-channel and modern marketing techniques to help drive business forward.
Download this complimentary report to uncover the most challenging obstacles facing inbound marketing success and how SMB and enterprise marketers plan to overcome them in the year ahead. (Research conducted by Ascend2, in partnership with Marketing Advocate.)
How One Enterprise Took Digital Demand Gen by the Horns & Won: Real-Life ...Courtney Caldwell, MBA
Digital marketers, both seasoned and novice, continue to search for the Holy Grail of marketing: how to engage with the right audience at the right time using the right medium in order to progress prospects further down the sales funnel. In this informative session, digital strategist Courtney Wiley will share one formula for success she cultivated while working at a global tech enterprise. Learn which digital elements worked, which didn\'t, and how to complement your traditional marketing efforts with the right digital mix. Walk away with a proven, best-practices framework that will help you get started and justify your digital demand gen investment.
SiriusDecisions Summit 2014 | Smart Data Management Case Study with ZoomInfoCourtney Caldwell, MBA
Smart Data Management: How Marketing Advocate Eclipsed Its Lead-to-Revenue Conversions with ZoomInfo
Is your sales and marketing staff spending hours hunting for target accounts, then even more time identifying the correct contact at the company? Well, no more! Smart data management tools can help you engage your target audience faster and accelerate your demand generation engine. By leveraging our relationship with ZoomInfo, our team at Marketing Advocate was able to generate more pipeline, decrease our cycle close time, increase the average deal size, and triple the number of MQLs generated via email. Join us for this informative session to learn where we succeeded and failed and how we eventually eclipsed our previous lead-to-revenue conversion rates by keeping our company’s database accurate and actionable.
Key takeaways:
• Accurate business data is important to the bottom line
• Tracking lead source helps justify spend on successful campaigns.
• Pinpoint your target audience to leverage conversion data and repeat success
The Art of the Marketing Scorecard Webcast by BECKONAmanda Roberts
Let your data do the talking. Join Beckon CEO Jennifer Zeszut for a rare peek at the inner workings of omnichannel marketing scorecard design, and learn how to use marketing scorecards to tell the story of marketing performance.
Marketing Measurement Mastery Webcast Slides by BECKONAmanda Roberts
Omnichannel marketing measurement doesn’t happen overnight—it’s a journey. Join Forrester Analyst Tina Moffett and Beckon VP of Data Strategy Kevin Dodson to learn how top brands measure and optimize omnichannel marketing performance.
2015 Outlook for Marketing Performance Measurement by BECKONAmanda Roberts
Join Kevin Dodson, Beckon VP of Data strategy for a look at the 2015 Outlook for Marketing Performance Measurement. In this 30-minute webcast, we’ll cover what’s in store for 2015 and the critical measurement capabilities you need to master.
This document discusses lead scoring for B2B marketers. Lead scoring involves assigning a score or grade to marketing leads to assess their propensity to purchase. It examines both explicit factors like budget, needs, and demographics as well as implicit behavioral data. Effective lead scoring requires collaboration between sales and marketing to prioritize leads and maximize sales capacity. While technology can help, lead scoring is more about developing an efficient process. Advanced lead scoring also considers dialogue, offline activity, and adjusting the model over time based on new insights.
Long gone are the days when the marketing landscape encompassed only traditional, interruptive methods for engaging
with prospects. Today, leaders are shifting the marketing mix faster as inbound and digital continue to represent a huge
opportunity for driving demand. This recent study shows that global organizations—regardless of size—are integrating
more omni-channel and modern marketing techniques to help drive business forward.
Download this complimentary report to uncover the most challenging obstacles facing inbound marketing success and how SMB and enterprise marketers plan to overcome them in the year ahead. (Research conducted by Ascend2, in partnership with Marketing Advocate.)
How One Enterprise Took Digital Demand Gen by the Horns & Won: Real-Life ...Courtney Caldwell, MBA
Digital marketers, both seasoned and novice, continue to search for the Holy Grail of marketing: how to engage with the right audience at the right time using the right medium in order to progress prospects further down the sales funnel. In this informative session, digital strategist Courtney Wiley will share one formula for success she cultivated while working at a global tech enterprise. Learn which digital elements worked, which didn\'t, and how to complement your traditional marketing efforts with the right digital mix. Walk away with a proven, best-practices framework that will help you get started and justify your digital demand gen investment.
SiriusDecisions Summit 2014 | Smart Data Management Case Study with ZoomInfoCourtney Caldwell, MBA
Smart Data Management: How Marketing Advocate Eclipsed Its Lead-to-Revenue Conversions with ZoomInfo
Is your sales and marketing staff spending hours hunting for target accounts, then even more time identifying the correct contact at the company? Well, no more! Smart data management tools can help you engage your target audience faster and accelerate your demand generation engine. By leveraging our relationship with ZoomInfo, our team at Marketing Advocate was able to generate more pipeline, decrease our cycle close time, increase the average deal size, and triple the number of MQLs generated via email. Join us for this informative session to learn where we succeeded and failed and how we eventually eclipsed our previous lead-to-revenue conversion rates by keeping our company’s database accurate and actionable.
Key takeaways:
• Accurate business data is important to the bottom line
• Tracking lead source helps justify spend on successful campaigns.
• Pinpoint your target audience to leverage conversion data and repeat success
Recruiting + Sales = Success: The Salesforce.com Story | Talent Connect Vegas...LinkedIn Talent Solutions
One organization that truly embraces the philosophy that Recruiting = Sales is Salesforce.com. In this session Mike Euglow and Jesper Bendtsen will share Salesforce.com’s talent acquisition strategy, tactics, and results.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
This document discusses an account-based marketing strategy for Plex Systems focused on manufacturers. It defines target accounts in industries like automotive, fabricated metals, and food and beverage. It outlines the buying cycles for small and enterprise accounts. The strategy aims to be 100% focused, aligned, and accountable on target accounts. It defines metrics for tracking awareness, demand generation, pipeline contribution, and customer loyalty across target accounts.
Introducing ABM Analytics: View Your ABM Results Across the Entire FunnelDemandbase
As technology advances, marketers are constantly seeking deeper and more actionable insights from their solutions. However, their data is often siloed, preventing them from building a holistic view of their marketing results.
With our all-new ABM Analytics, included in the Demandbase ABM Platform, marketers can get a complete picture of their overall marketing performance—across the entire marketing and sales funnel.
Join us for a demo of this new functionality and learn how to:
- Measure and monitor the impact of ABM on your most valued accounts
- Test the effectiveness of your marketing spend with side-by-side comparisons of audiences
- Diagnose challenges in your customer journey, and take action to improve performance
This document outlines 5 key performance indicators (KPIs) that every digital marketer should track:
1. Digital marketing return on investment (dmROI) which measures the revenue attributed to digital marketing compared to the total cost.
2. Website conversion rate which measures forms, calls, and emails generated from the website compared to total visitors.
3. Cost per lead by source to keep lead acquisition costs low and focus marketing dollars on the most profitable activities.
4. Revenue per lead by source to forecast future sales based on expected traffic and determine the most profitable lead sources.
5. Percentage of sales from digital to justify the digital marketing department's value and make the case for more investment
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...Nic Poulos
Presentation by Taylor Gould, VP of Marketing at BetterCloud, from the Marketo Marketing Nation Summit 2014. Taylor walks us through his approach to intelligent marketing automation and marketing-sales alignment in this presentation, "A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty." BetterCloud provides insights, management, and security for cloud office platforms including Google Apps and Office 365.
How to Maximize your Email Marketing by Adding Predictive Content, Mobile, an...Dreamforce
Email remains the cornerstone of most marketing strategies—no other channel is more effective at getting and keeping customers engaged. Yet many marketers fail to realize email’s full potential by not pairing it with other solutions. Join us to learn how to further leverage your hard-earned subscribers and data through the addition of predictive content, mobile and advertising. You’ll leave with quick-win tactics you can implement immediately, as well as real-world tips from leading brands.
This document discusses the transformation of marketing roles to focus on revenue generation. It notes that roughly 50% of B2B marketers now have direct revenue accountability. Marketers are engaging prospects earlier in the buying process and staying involved through sales and after. As their role changes, marketers need new metrics to demonstrate business impact, moving from measuring activities to measuring revenue results. The document provides examples of key revenue metrics and outlines challenges in accurately calculating marketing ROI across the entire customer lifecycle. It emphasizes the importance of alignment between marketing, sales, finance, and IT to define common definitions, processes, and key performance indicators tied to revenue.
Real Life AI: Insights From Salesforce Pardot and DemandbaseDemandbase
This document summarizes a presentation about artificial intelligence in real-life applications from Salesforce Pardot and Demandbase. It introduces the presenters and covers the following topics: the age of intelligent marketing driven by AI, ABM, and analytics; the building blocks of AI including objectives, signals, and constraints; and examples of AI in Salesforce Pardot and Demandbase. The presentation aims to provide insights into how these companies are applying AI concepts in practice.
David Johnson: Transforming the Customer Lifecycle through Account Based Mark...Demandbase
This document discusses account-based marketing (ABM) strategies and Oracle's ABM approach. It notes that the use of ABM has grown in recent years, with more companies dedicating staff to ABM programs. The document also outlines benefits Oracle has seen from its ABM strategy, including an 8x increase in click-through rate and a 42% increase in quote requests. It argues that ABM can transform the customer journey by integrating data and providing insights.
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
This document provides a summary of how Salesforce uses Salesforce to drive demand and B2B marketing that sales teams love. It discusses how Salesforce utilizes automation, AI, and team alignment to maximize inbound marketing ROI. Key aspects include streamlined lead management to ensure fast engagement, de-duping leads with LinkedIn integration, consistent persistence, and pre-qualification and routing leads to the appropriate sales team based on Einstein scoring. The document also provides examples of how Salesforce builds connected customer journeys across digital platforms and maps content to different stages in the buyer's journey.
Your website is one of your most critical marketing channels. Yet, it can be challenging to provide a relevant experience for site visitors. In this session, you’ll see how real-life B2B practitioners, including the Demandbase marketing team, leverage our Engagement Solution to boost their website results. You’ll walk away with speci c examples of how you can leverage arti cial intelligence and put website personalization into action.
This document discusses Nexsales' RightLeads Data Management Platform which addresses key challenges in lead generation and pipeline acceleration. It provides campaign ready data through data management services including data unification across silos, data cleansing, enrichment, and analytics. A case study showed the platform created a 40% increase in ready-to-deploy campaign data for a Nasdaq customer. The platform offers various subscription tiers from lite to super-size to meet different needs.
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
Times Are a-Changin’: Agencies and the New ABM EcosystemDemandbase
We’re entering a new phase of ABM. Successful execution now involves the combined capabilities of the full marketing ecosystem. Critical in this ecosystem is the agency, though their ABM role has been murky up to now. Join this session to learn the agency’s role in successfully executing and optimizing ABM strategies and how they can work closely with ABM vendors and data partners to drive mutual client success.
Demystifying Shopping: Uncover buying patterns & optimize for profitMike Ryan
- ROAS is a commonly used metric but does not accurately correlate to profitability. It should not be used as a proxy for profit.
- The "messy middle" of the customer journey involves complex cognitive and behavioral factors that influence purchase decisions beyond just ad clicks.
- Connecting click and purchase data through techniques like click-ID reporting allows understanding of true campaign performance and identifying high-profit products and combinations to optimize campaigns.
Brian Fitzgerald discusses how companies can apply an "un-marketing" approach to B2B engagement. He outlines how marketing is evolving from polished, planned communications to being more authentic and interactive. Companies need to eliminate distance between themselves and customers by engaging in open dialogue and expertise sharing rather than traditional one-way marketing. Veracode applied this approach by educating customers, engaging developers who don't trust security vendors, and openly sharing insights about their own journey rather than just marketing messages. This requires cultural changes within organizations to prioritize education, collaboration, expertise and humility over traditional marketing tactics.
1) Big data is defined as large volumes of structured and unstructured data that is growing exponentially. It can be analyzed to provide more accurate insights and better decision making.
2) The key aspects of big data are volume, velocity, variety, and variability of data from multiple sources.
3) Companies that effectively analyze big data can improve marketing ROI by 15-20% and increase productivity and profits by 5-6% over peers.
BIG DATA has to be the hottest topic in the boardrooms of blue chip companies - organizations with access to vast amounts of data that promises to have a massive impact on their businesses... But if you're not Amazon, Google, Walmart and Tesco what does it mean to your business? What about MOTOR DEALERS for example?
Recruiting + Sales = Success: The Salesforce.com Story | Talent Connect Vegas...LinkedIn Talent Solutions
One organization that truly embraces the philosophy that Recruiting = Sales is Salesforce.com. In this session Mike Euglow and Jesper Bendtsen will share Salesforce.com’s talent acquisition strategy, tactics, and results.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
This document discusses an account-based marketing strategy for Plex Systems focused on manufacturers. It defines target accounts in industries like automotive, fabricated metals, and food and beverage. It outlines the buying cycles for small and enterprise accounts. The strategy aims to be 100% focused, aligned, and accountable on target accounts. It defines metrics for tracking awareness, demand generation, pipeline contribution, and customer loyalty across target accounts.
Introducing ABM Analytics: View Your ABM Results Across the Entire FunnelDemandbase
As technology advances, marketers are constantly seeking deeper and more actionable insights from their solutions. However, their data is often siloed, preventing them from building a holistic view of their marketing results.
With our all-new ABM Analytics, included in the Demandbase ABM Platform, marketers can get a complete picture of their overall marketing performance—across the entire marketing and sales funnel.
Join us for a demo of this new functionality and learn how to:
- Measure and monitor the impact of ABM on your most valued accounts
- Test the effectiveness of your marketing spend with side-by-side comparisons of audiences
- Diagnose challenges in your customer journey, and take action to improve performance
This document outlines 5 key performance indicators (KPIs) that every digital marketer should track:
1. Digital marketing return on investment (dmROI) which measures the revenue attributed to digital marketing compared to the total cost.
2. Website conversion rate which measures forms, calls, and emails generated from the website compared to total visitors.
3. Cost per lead by source to keep lead acquisition costs low and focus marketing dollars on the most profitable activities.
4. Revenue per lead by source to forecast future sales based on expected traffic and determine the most profitable lead sources.
5. Percentage of sales from digital to justify the digital marketing department's value and make the case for more investment
BetterCloud - A Customer Journey Deconstructed Putting Customers First to Dri...Nic Poulos
Presentation by Taylor Gould, VP of Marketing at BetterCloud, from the Marketo Marketing Nation Summit 2014. Taylor walks us through his approach to intelligent marketing automation and marketing-sales alignment in this presentation, "A Customer Journey Deconstructed Putting Customers First to Drive Revenue and Loyalty." BetterCloud provides insights, management, and security for cloud office platforms including Google Apps and Office 365.
How to Maximize your Email Marketing by Adding Predictive Content, Mobile, an...Dreamforce
Email remains the cornerstone of most marketing strategies—no other channel is more effective at getting and keeping customers engaged. Yet many marketers fail to realize email’s full potential by not pairing it with other solutions. Join us to learn how to further leverage your hard-earned subscribers and data through the addition of predictive content, mobile and advertising. You’ll leave with quick-win tactics you can implement immediately, as well as real-world tips from leading brands.
This document discusses the transformation of marketing roles to focus on revenue generation. It notes that roughly 50% of B2B marketers now have direct revenue accountability. Marketers are engaging prospects earlier in the buying process and staying involved through sales and after. As their role changes, marketers need new metrics to demonstrate business impact, moving from measuring activities to measuring revenue results. The document provides examples of key revenue metrics and outlines challenges in accurately calculating marketing ROI across the entire customer lifecycle. It emphasizes the importance of alignment between marketing, sales, finance, and IT to define common definitions, processes, and key performance indicators tied to revenue.
Real Life AI: Insights From Salesforce Pardot and DemandbaseDemandbase
This document summarizes a presentation about artificial intelligence in real-life applications from Salesforce Pardot and Demandbase. It introduces the presenters and covers the following topics: the age of intelligent marketing driven by AI, ABM, and analytics; the building blocks of AI including objectives, signals, and constraints; and examples of AI in Salesforce Pardot and Demandbase. The presentation aims to provide insights into how these companies are applying AI concepts in practice.
David Johnson: Transforming the Customer Lifecycle through Account Based Mark...Demandbase
This document discusses account-based marketing (ABM) strategies and Oracle's ABM approach. It notes that the use of ABM has grown in recent years, with more companies dedicating staff to ABM programs. The document also outlines benefits Oracle has seen from its ABM strategy, including an 8x increase in click-through rate and a 42% increase in quote requests. It argues that ABM can transform the customer journey by integrating data and providing insights.
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
This document provides a summary of how Salesforce uses Salesforce to drive demand and B2B marketing that sales teams love. It discusses how Salesforce utilizes automation, AI, and team alignment to maximize inbound marketing ROI. Key aspects include streamlined lead management to ensure fast engagement, de-duping leads with LinkedIn integration, consistent persistence, and pre-qualification and routing leads to the appropriate sales team based on Einstein scoring. The document also provides examples of how Salesforce builds connected customer journeys across digital platforms and maps content to different stages in the buyer's journey.
Your website is one of your most critical marketing channels. Yet, it can be challenging to provide a relevant experience for site visitors. In this session, you’ll see how real-life B2B practitioners, including the Demandbase marketing team, leverage our Engagement Solution to boost their website results. You’ll walk away with speci c examples of how you can leverage arti cial intelligence and put website personalization into action.
This document discusses Nexsales' RightLeads Data Management Platform which addresses key challenges in lead generation and pipeline acceleration. It provides campaign ready data through data management services including data unification across silos, data cleansing, enrichment, and analytics. A case study showed the platform created a 40% increase in ready-to-deploy campaign data for a Nasdaq customer. The platform offers various subscription tiers from lite to super-size to meet different needs.
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
Times Are a-Changin’: Agencies and the New ABM EcosystemDemandbase
We’re entering a new phase of ABM. Successful execution now involves the combined capabilities of the full marketing ecosystem. Critical in this ecosystem is the agency, though their ABM role has been murky up to now. Join this session to learn the agency’s role in successfully executing and optimizing ABM strategies and how they can work closely with ABM vendors and data partners to drive mutual client success.
Demystifying Shopping: Uncover buying patterns & optimize for profitMike Ryan
- ROAS is a commonly used metric but does not accurately correlate to profitability. It should not be used as a proxy for profit.
- The "messy middle" of the customer journey involves complex cognitive and behavioral factors that influence purchase decisions beyond just ad clicks.
- Connecting click and purchase data through techniques like click-ID reporting allows understanding of true campaign performance and identifying high-profit products and combinations to optimize campaigns.
Brian Fitzgerald discusses how companies can apply an "un-marketing" approach to B2B engagement. He outlines how marketing is evolving from polished, planned communications to being more authentic and interactive. Companies need to eliminate distance between themselves and customers by engaging in open dialogue and expertise sharing rather than traditional one-way marketing. Veracode applied this approach by educating customers, engaging developers who don't trust security vendors, and openly sharing insights about their own journey rather than just marketing messages. This requires cultural changes within organizations to prioritize education, collaboration, expertise and humility over traditional marketing tactics.
1) Big data is defined as large volumes of structured and unstructured data that is growing exponentially. It can be analyzed to provide more accurate insights and better decision making.
2) The key aspects of big data are volume, velocity, variety, and variability of data from multiple sources.
3) Companies that effectively analyze big data can improve marketing ROI by 15-20% and increase productivity and profits by 5-6% over peers.
BIG DATA has to be the hottest topic in the boardrooms of blue chip companies - organizations with access to vast amounts of data that promises to have a massive impact on their businesses... But if you're not Amazon, Google, Walmart and Tesco what does it mean to your business? What about MOTOR DEALERS for example?
The Revenue Operations to Revenue Acceleration Framework Every Modern Busines...RocketSource
There is no silver bullet that can get brands to revenue acceleration. Instead, companies have to build a strong revenue operations infrastructure based on empathetic customer experience initiatives, intelligent data ops, and innovative content generation. Once you start with the end in mind, your organization can get to a sustainable — and much more feasible — revenue acceleration solution.
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
The true value in your KPIs is understanding how they complete the bigger picture of the customer journeys that drive the most impact for your business.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
This document discusses the modern marketing data stack and provides an overview of its key components. It analyzed usage patterns from nearly 6,000 Snowflake customers to identify the most commonly used technologies across six categories: analytics, integration & modeling, identity & enrichment, activation & measurement, business intelligence, and data science & artificial intelligence. The document highlights leaders and up-and-coming technologies in each category, and provides examples of how customers leverage various technologies to power data-driven marketing strategies. It emphasizes that the modern marketing data stack requires a flexible, scalable data platform like Snowflake to unify all data from various sources and tools.
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
Behind the ABM Curtain with Oracle Data CloudKwanzoo Inc
Take a peek beyond the hype of account-based marketing (ABM) in this interview with Oracle Data Cloud's Sr. Director of Product Management Niraj Deo, and get his take on ABM display and the future of ABM data for B2B.
The ultimate guide to the new buyers journeyMarketBridge
At MarketBridge we have the privilege of working with hundreds of marketing and sales leaders every month. In those discussions one thing is abundantly clear: the customer buying journey is rapidly changing and organizations are struggling to keep up.
These dramatic shifts in buying behavior are well documented; independent research by Gartner and Forrester suggests that by 2020,
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
Trying to figure out if embedded analytics are for you?
According to Gartner Research, more than 90% of business leaders view content information as a strategic asset, yet fewer than 10% can quantify its economic value. Read this guide to learn why you should be leveraging an asset you already own--data--to build relationships, increase retention, and drive revenue.
McKinsey Big Data Trinity for self-learning cultureMatt Ariker
The document discusses building a "test and learn" capability at scale by creating a "big data trinity" consisting of a 3D-360 degree understanding of the customer, an analytics roadmap, and a self-learning ecosystem. It emphasizes the importance of combining both structured and unstructured customer data to develop a comprehensive customer view, planning analytics strategies and requirements, and integrating systems to allow insights to continuously feed back into the learning process.
I have been drinking from a virtual fire hose since joining my most recent technology company, Anametrix, a cloud-based digital analytics innovator. A whole new book opened for me on how digital analytics can both increase top line revenue and reduce spend by shining a very bright flashlight into marketing efforts.
We are all painfully aware of the data explosion problem. In 2011, the Gartner Group stated that information volume collected by businesses today is growing at a minimum 59% annually. The rapid adoption of social media has also caused customer data to explode in the last few years, creating entirely new challenges for marketers. It is now imperative for organizations to think differently to accommodate the variety, volume, and velocity of their growing customer-related data.
This is where my recent experiences come in: I have personally seen how digital analytics can harness the power of massive amounts customer-related data. It can literally simplify the accelerating complexity by providing deep visibility – as well as clarity – into the effectiveness of various marketing efforts, across both online and offline channels.
I will now outline the role of IT and CFO in adopting cloud-based digital analytics solutions, discuss the benefits as well as challenges of moving to this emerging category, and provide some illustrative examples on how digital analytics can transform your marketing organization.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
The Mandate for Agile Measurement by BECKONAmanda Roberts
It’s no secret that the marketing landscape is changing faster than ever. Savvy marketers use this relentless pace to their advantage, testing, experimenting and optimizing their way to the top.
As data proliferates at a dizzying rate, marketing’s age-old questions haven’t changed. Agile marketing is, at heart, a way to answer and act on these fundamental questions at the speed and scale of modern marketing. And it mandates a new approach to measurement—one based on speed, iteration and business-building insights.
How Semantic Analytics Delivers Faster, Easier Business InsightsCognizant
Facing vast and increasing amounts of data, business users need analytic capabilities to handle the volume and derive meaningful insights based on expert knowledge. Semantic analytics applies metadata and metaknowledge principles to extract actionable answers to complex business questions and detect previously unknown patterns.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
Similar to The Unsung Heroes of Marketing Insight White Paper by BECKON (20)
This document provides an introduction to bubble charts. It explains that bubble charts can show the relationship between three variables, with the third variable represented by the size of bubbles. It then provides an example of how a media company could use a bubble chart to understand the relationship between search volume, social conversation volume, and revenue for different movie genres. Specifically, it shows search volume on the x-axis, revenue on the y-axis, social volume as bubble size, and genre as bubble color. This allows the company to see there is a strong correlation between search and revenue overall and that some genres have a better correlation than others.
6 Steps to a Transparent Brand + Agency Partnership by BECKONAmanda Roberts
As marketing speeds up and gets more complex, it becomes harder to understand what’s working, what’s not and how to respond. More of our media spend can be optimized in-flight than ever before, but we rarely get insightful reporting from our agencies in time to take action. We're slowed down by messy, inconsistent data and lack of visibility into performance.
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Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
This document discusses how to quantify marketing effectiveness and efficiency using funnel metrics based on the buyer's journey. It describes how funnel metrics map to the awareness, engagement, and outcome stages of the buyer's journey. There are two main types of funnel metrics: effectiveness metrics like impression volume, engagement rates, and outcome volume, and efficiency metrics like cost per impression, engagement, and outcome. The document provides examples and calculations for key funnel metrics to measure marketing performance at each stage of the buyer's funnel.
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
Lead Generation Simplified: Essential Steps for Successdheerajpansare88
Simplify your lead generation process with our essential steps infographic. This guide covers four key areas to help you generate and nurture quality leads:
Market Research: Conduct thorough research to understand your target market. Identify their needs, pain points, and preferences to create tailored marketing campaigns.
Content Creation: Develop engaging and informative content that addresses your audience’s challenges and interests. Use a mix of content formats such as blog posts, videos, infographics, and whitepapers.
Channel Promotion: Promote your content through a variety of channels to increase visibility and reach. Utilize social media, email marketing, SEO, and paid advertising to distribute your content.
Lead Tracking: Monitor your leads using advanced CRM and analytics tools. Track their engagement with your content and tailor your follow-up strategies to their behaviors and needs.
By following these steps, you can enhance your lead generation efforts and drive business success. For more tips and professional services, check out Arkentech Solutions.
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Mastering Modern Marketing: Latest Techniques and Strategies for SuccessMuhammad Talha Rafiq
In this comprehensive presentation, i explore the evolving landscape of marketing and branding. Dive into a detailed analysis of various marketing types, including traditional and digital methods, and discover how businesses can effectively promote and sell their products or services in today's competitive market.
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B2B & B2C Marketing: Differentiating between business-to-business and business-to-consumer strategies.
Principles of Marketing: An overview of the seven key principles: product, price, promotion, place, packaging, positioning, and people.
Marketing vs. Advertising: Clarifying the differences and intersections between these two crucial functions.
Marketing Plan Components: Essential elements of a successful marketing plan, including market research, target market identification, competitive analysis, and more.
Case Studies: Real-world examples illustrating the successes and failures of marketing strategies in different contexts.
Additional Insights:
Marketing Research Process: Step-by-step guide to conducting thorough market research.
Target Market Identification: Strategies to pinpoint and engage the right audience for your products.
Product/Service Description: Crafting compelling narratives that align with market needs.
Competition Analysis: Developing a unique selling proposition to stand out in the market.
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Tired of pouring money into LinkedIn ads that don't convert?
A marketer’s guide to unlocking the full potential of LinkedIn’s extensive targeting resources and partner tools.
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Duda + Google Ads Liaison webinar, Ads and AIAnton Shulke
this presentation is part of #dudawebinar
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Scan to Success: How to Leverage QR Codes for Offline and Online Marketing PowerAggregage
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HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...Higher Education Marketing
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Unlocking The Future Of Search: Local SEO Best Practices
The Unsung Heroes of Marketing Insight White Paper by BECKON
1. HOW TAXONOMY AND NORMALIZATION (MAGICALLY)
TURN MESSY BIG DATA INTO BIG INSIGHT
THE
UNSUNG
HEROES OF
MARKETING INSIGHT
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CONTENTS
1 INTRODUCTION
3 MODERN MARKETING DATA MANAGEMENT—THE NEW NORMAL
5 TWO BIG DATA SILO-BUSTERS: NORMALIZATION, TAXONOMY
11 STRUCTURED MARKETING DATA REAL-WORLD BENEFITS
13 THE DATA STRUCTURE IMPERATIVE: MODERN MARKETING
DEMANDS IT
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INTRODUCTION
“The marketing performance measurement future will be
about showing early wins and faster results.”
- Source, ARF West 2015
Modern marketing intelligence demands that we gather, integrate and analyze
far more data streams than ever before, and it demands that we do it very
fast—in as near to real-time as possible. Much fuss is made over technology
systems required to process ‘big data’ (Hadoop, DMPs, etc.), and on the
analytics that matter in this new omnichannel world (mix modeling, test and
control, attribution, etc.). But the unsung (and not very sexy) heroes of real-
time, omnichannel performance analytics are more fundamental: taxonomy and
normalization. These are the keys to turning messy big data into big insight.
Without consistent categorization and normalized marketing definitions,
critical datasets of spend, marketing activity and business outcomes cannot
be merged for analysis. Without a consistently applied taxonomy, any sort
of analysis that might be conducted simply can’t to be trusted. We can’t
benchmark or drive reliable predictive analytics if we can’t trust our data.
And we won’t have confidence in any insight untrustworthy data reveals.
The finance discipline figured this out long ago. Using Generally Accepted
Accounting Principles (GAAP) to standardize definitions, and a general ledger
or chart of accounts as a taxonomy, finance makes sense of its own messy data
problem without fuss every day. Marketing intelligence professionals, too, must
get ready to work “below the waterline” on taxonomy and normalization—
the foundations of data integrity—in order to derive insight from messy
performance data.
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“Until we can be persuasive with good quality data, we’ll
continue to have disaffection for what data and models
can do for us.”
-source, ARF West 2015
In this paper, we’ll review best practices for consistent data labeling that
applies a marketing-specific taxonomy and normalizes messy marketing
data so benchmarking, reliable predictive analytics, and trustworthy insights
are possible. We’ll show what is enabled when standardized definitions and
categorizations are implemented, and we’ll give examples of how Converse,
Microsoft Mobile, UnionBank and others aligned their disparate datasets and
unlocked critical insights thanks to the power of taxonomy and normalization.
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1 MODERN MARKETING DATA
MANAGEMENT—THE NEW
NORMAL
Marketing insights and research teams know how to structure data. They have
been structuring research studies and conducting structured data gathering
via surveys and other forms of quantitative research for a long time. And they
know the power of standardized aggregations (e.g. males 11-17, females 18 to
34, etc.).
What’s shifting is the volume and variety of data intelligence professionals
must gather, synthesize and interpret. An immense amount of data has
suddenly become available to the modern marketing organization and it’s
coming at us from every touch point – email, TV, print, radio, online display,
search, social media, mobile and web. These datasets (that we didn’t create)
are coming at us in formats we can’t control.
But the rate and variety of information streaming into marketing departments
today simply cannot be ignored. The available information has never been
more rich, nor so fresh. If we can find a way to “read” it, or make sense of it
in real-time, we can know right away which content and offers are resonating
with which audiences, and what part of our spend is most and least effective
across the entire mix. Modern marketing data simply must be wrangled, tamed
and synthesized before that can happen.
This represents a significant shift for marketing insights professionals. Insight
teams can’t just be creators of perfect datasets any longer—they must become
master data integrators. Modern marketing success simply demands that we
manage and analyze large volumes of disparate datasets with speed and agility.
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It’s no small task, but no doubt one of the largest imperatives facing
omnichannel brands today. Data normalization and categorization is a
challenge for any business function (although finance, sales and HR have
mastered the discipline far better than marketing has), but it’s especially
challenging for omnichannel marketers. Our spend and performance data is
spread across dozens of specialized execution tools and systems. Our business
outcome data (spend and revenue) is somewhere else. Brand health metrics
like net promoter scores and customer satisfaction ratings are somewhere else
still. Our data lives in spreadsheets, PDFs, word docs, PowerPoint decks and
emails. It comes in clicks, likes, gross ratings points, page views, downloads,
impressions, foot traffic and retail sales.
We simply must create a sustainable data management discipline to get to
the level of optimization speed and agility the modern marketplace demands.
Normalization and taxonomy are where it begins.
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2 TWO BIG DATA SILO-
BUSTERS: NORMALIZATION,
TAXONOMY
If there are two silver bullets that make real-time omnichannel data
management and analytics possible, they are:
NORMALIZATION
Normalization puts the consistency into marketing data. It ensures that we’re
performing apples-to-apples comparisons between things. There are two key
aspects of our data that must be normalized: metrics and units.
Metrics
Digital marketing metrics are a relatively new thing and the vernacular we use
to describe our world morphs all the time. Which makes for a lot of confusion.
For instance, if one dataset calls every video play a “view” metric and another
dataset also calls every web page visit a “view” metric, automatically merging
the two sets doesn’t illuminate much for a marketer. In fact, it muddies the
waters—each is an importantly different customer interaction.
The finance profession is lucky in that is has a global set of standards called
Generally Accepted Accounting Principles (GAAP) that defines metrics for the
entire industry. All finance has to do is adhere to them. The marketing industry
has yet to adopt any standard definitions of things, which means we must take
the initiative to do it within our own organizations. And, like finance, we must
adhere to them.
Units
If one dataset of click metrics includes a week’s worth while another has a
month’s worth, or if one set of sales figures is in dollars and the other in yen,
then no resulting analytics can or will be trusted. Normalization reconciles
disparate data so that apples-to-apples comparisons are possible. Here’s an
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example of normalizing data that covers two different time periods:
Channel Raw Data Normalized Data
Google AdWords 1200 signups/week 1200 signups/week
DART 6000 signups/month 1500 signups/week
Now, we can directly compare the performance of each channel.
Of our two silver bullets, normalization is the more straight forward process.
Let’s spend a bit more time discussing taxonomy.
TAXONOMY
A taxonomy is a classification system. It’s the process of adding an additional
layer of description data to our raw data in the form of tagging, or “metadata”.
One familiar example is what we might have learned in high school—the way life is
classified by biologists. Here’s an example of the taxonomy that describes man:
Tag Property
Kingdom Anaimalia (“animals”)
Phyllum Chordata (“chord in the back”)
Class Mammal
Order Primate
Family Hominid (“man shaped”)
Genus Homo (“man”)
Species Sapien (“wise”)
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In business, the most familiar taxonomy is the general ledger or financial chart
of accounts:
Account Category
8200 Administrative Expenses
8210 Office Supplies
8220 Phone & Fax
8230 Postage
8300 Computer Expenses
8310 Software
8320 Consultant Services
8330 Other computer expenses
With this system, every one in the company tags financial data on the way
in with account codes. When we submit our expenses for reimbursement,
for instance, typically we need to report expenses and associate each with
the right general ledger category. And because all the messy spend data is
categorized on the way in, as data gets entered, the finance team has real-time
visibility into the financial status of the whole business. Also, it can instantly
drill down into each reporting category to understand spend in any one area.
“Tagging” financial information with a consistent account code structure is
what allows for instant visibility into detailed financial performance.
For marketers, if we want to know which channel most cost effectively drives
shoe sales among males aged 11-17, campaign spend and revenue must be
tagged, or described in the data by segment, channel and product.
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In the above example, each ad spend and attributable revenue figure in column
1 would be given the three tags in its corresponding row. For instance, the
$150,000 Google AdWords spend would be tagged as follows:
PRODUCT LINE = HATS
SEGMENT = MALES 11-17
CHANNEL = GOOGLE ADWORDS
The $3.5 MM revenue figure in the same row, 2nd column would have the same
set of tags.
Of course in the real world, it gets a bit more complicated—we’re typically
active in far more than just two channels. Here’s a handy taxonomy that covers
most of the channels available to marketers today and separates them into
online and offline categories by adding another tag: channel type.
Metrics Tags
Ad Spend
Attributable
Revenue (MM)
Product Line Segment Channel
$150,000 $3.5 hats Males 11-17 Google AdWords
$600,000 $8 shoes Males 11-17 Google AdWords
$750,000 $16 hats Males 11-17 TV ads
$250,000 $14 shoes Males 11-17 TV ads
$75,000 $8.5 hats Females 11-17 Google AdWords
$450,000 $7 shoes Females 11-17 Google AdWords
$500,000 $10 hats Females 11-17 TV ads
$750,000 $18 shoes Females 11-17 TV ads
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Channel Name Property
Display Online
Email Online
Website Online
eCommerce Online
Mobile Ap Online
SEO Online
SEM Online
Facebook Online
Twitter Online
Other social Online
Video Offline
TV Offline
Radio Offline
Print Offline
Out of Home (OOH) Offline
Direct mail Offline
PR Offline
Events Offline
In-house Offline
Retail Offline
Call center Offline
But more than just being able to drill down by segment, channel, product line
and line of business, we often want frame our marketing data with the activity’s
primary intent. Here’s an example tagging system that aggregates marketing
performance data into the more holistic and universal frameworks we commonly
use—the buyer’s journey, or customer funnel that analyzes our success with
driving awareness, engagement and outcomes. It further classifies our awareness
metrics by media type.
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Metric Media Type Funnel Stage
Display impressions paid awareness
AdWords impressions paid awareness
TV impressions paid awareness
Facebook likes earned awareness
Twitter mentions earned awareness
Pinterest Pins earned awareness
Website page views owned awareness
Community page views owned awareness
Sales n/a outcome
Sign-ups n/a outcome
Downloads n/a outcome
As we can quickly see, there are many ways to use tags to classify our data. But
this is exactly what has to happen if we are able to drill down into our data at a
moment’s notice in order to answer the business questions we get every day:
Which is our best channel for laptop sales? Which content resonates best with
millennials? How well did women engage with our Mother’s Day Campaign?
Here’s a set of further examples of how we might tag incoming metrics.
Metric Tag
Click-through-rate on Google Ads offering a 10%
discount on back to school laptops targeted to Dads in
North America.
Channel = [online, SEM], Campaign = [Back to School],
Content/offer = [10% off], LOB = [consumer], Audience
Segment = [male], product group = [Laptops], and
Region = [North America], funnel stage = [engagement]
Banner ad impressions offering 2 for 1 pricing on Odwalla
products to Millennials served during a Memorial Day
campaign in Latin America.
Channel = [online, display], Campaign = [Memorial
Day], Content/offer = [2 for 1], Audience segment
= [millennials], brand = [Odwalla], region = [Latin
America], funnel stage = [Impression, paid media].
The count of Lexus RX photos shared by women over
Facebook during a Mother’s Day campaign that offered
to rebate the first month’s car payment.
Channel = [Facebook], Campaign = [Mother’s Day],
Content/offer = [First Month Free], LOB = [consumer],
Audience Segment = [female], product group = [Lexus
RX], and funnel stage = [engagement]
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3 STRUCTURED MARKETING
DATA REAL-WORLD
BENEFITS
The process of standardizing definitions and units and organizing marketing
data according to a marketing specific taxonomy has very big, real-world
benefits. Here are several examples of those benefits and how some of the
world’s top brands have realized them:
Align marketing activities with business results. The Converse North America
marketing team has gone through the exercise of applying standardized
definitions, units and taxonomy. They are now able to quickly track marketing
spend against target segments like males 11-17, and easily plot that spend
against awareness, consideration, purchase intent and sales among males 11-17.
They now know which activities aimed at males 11-17 drive the biggest purchase
intent and sales jumps among that segment—a huge breakthrough.
Faster time-to-insight. By doing the upfront work of categorizing and
normalizing data on the way in, Union bank reduced their time to insight
dramatically. Now, they’re no longer sorting through piecemeal data looking
for insights like needles in a haystack. Union Bank reduced their integrated
marketing reporting cycle by 98%—from three months to 24 hours.
Big omnichannel ah-ha moments. When Converse opened its new San
Francisco store, they were able to see for the first time, that when they ran Out
of Home and Print media in that one market, they were getting higher response
rates across the board: higher email open rates, more natural search volume,
more use of store finder functionality, as well as increased click-through rates
of the online display and search ads. Those datasets could not have been
aligned and those insights would have gone undiscovered without the process
of normalization and the consistent application of taxonomy.
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2
3
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Data-driven decision-support. Through normalizing and applying a taxonomy
to their marketing data, Microsoft Mobile was able to plot different types of
“High Quality Engagements” against phone activations. Immediately, they saw
that some types of engagements did drive revenue, but others did not. Indeed,
only a few particular interactions in the series drove actual sales. Microsoft
reallocated spend to focus on those interactions that were data-proven to
drive sales.
Agency accountability. By tagging all its marketing performance data by the
agency owner (another taxonomy best practice), Converse can now easily pull
up a report that shows a normalized view of agency performance in an apples-
to-apples format: which agency delivers the most per $1 they pay them in fees.
This essential data can ensure accountability with whatever partners they work
with and helps informs decisions when relationships are up for review.
Internal benchmarking. With normalized definitions and consistent taxonomy,
GAP, Microsoft, Converse, KB Home, Stubhub and many more, stack-rank all
their efforts by any taxonomy category and can easily see which:
• country delivers the most per $1 they spend on marketing
• ad network delivers the most per $1 they give them
• social media platform drives the most engagement per $1 invested
• products or teams are getting the best results on facebook
• etc.
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4 THE DATA STRUCTURE
IMPERATIVE: MODERN
MARKETING DEMANDS IT
“Consumer marketing analytics is the hottest space right
now—investments in it yield extremely high ROI”
-ARF West 2015
Not sexy, but oh so necessary. Taxonomy and normalization are now
fundamentally necessary for omnichannel marketing success and there’s no
turning back. Consistent categorization, normalized metrics and units are
absolutely necessary before we can call our data trustworthy, and all the
measurement methodologies we want to engage in—test and control, mix
modeling and attribution—just aren’t possible if our data remains a basket of
apples, oranges, bananas, persimmons, and kumquats.
Consistent, best practice marketing data management should now be every
omnichannel marketing departments’ top priority. Only if we take the time to
perform the unglamorous task of climbing into the diving bell and working
below the waterline to structure our data in smart, useful ways can we take full
advantage of what modern marketing has to offer.
“Marketing performance measurement is a huge
opportunity and worth the journey.”
-ARF West 2015
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ABOUT BECKON
Beckon is omnichannel analytics software for marketing in all its modern
complexity. Our software-as-a-service platform integrates messy marketing
data and delivers rich dashboards and scorecards for cross-channel marketing
intelligence. Built by marketers for marketers, Beckon is the dashboard to the
CMO—best-practice analytics and marketing-impact metrics right out of the box
for ultra-fast time to marketing value. Beckon serves marketers who want to bring
order to chaos, make data-informed optimization decisions, and tell the marketing
story in terms of business impact. Find your strength in numbers with Beckon.
LEARN MORE
Contact us for a complimentary consultation to find out how Beckon can help
you better demonstrate the marketing contribution at your organization.
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