Actionable Data Analysis and Strategy Keith Goldberg

Agenda Introduction Types of Actionable Analysis Strategy for Determining Marketing Analysis Maturity

Black Box of Marketing

Print Sponsorships Television $$$$ ?????

Shining a Light $12 M $ 2 M

Shining a Light Ad 2 Ad 1 $10 M$ 2 M $ 1 M

Why Now? Trend to direct marketing Channels to customers are fragmenting (web, , text, mobile, social, group buying) Early stage has costs all over the board; optimization becoming more critical Competitive Pressure

What do we mean by actionable?

Allows for a decision and next step Depends on company and department goal This is different for different people

Two Views Operational –Day to day decisions Strategic –Allocation of resources

The World of Online Direct Marketing Texts Google Adwords SFDC Order Mgmt Mobile Yahoo/Bing Banner Ads Web Site

Marketing Dashboard

What to measure Outcomes vs. Activities Mktg Sales Int. Ext

Paths to Sale Activities Display ad coupon AdwordDisplay ad Referral Organic Search

Paths to Sale Activities Display ad coupon AdwordDisplay ad Referral Organic Search ???Organic Search ???Adword

Paths to Sale Activities Display ad coupon AdwordDisplay ad Referral Organic Search MailingOrganic Search TV AdAdword

Display ad SEM coupon subscription sale

Am I on the right path? Marketing Analytics Maturity Model –What is being accomplished –Right measurement level for your organization –Next steps to get there

Attributes to Consider Complexity of Sales Cycle, is it well defined? Linkage to outcome Effort on direct marketing Multitude of campaigns, channels and partners Customer Segmentation

Marketing Analyitcs Maturity Model Attributes Development Maturity

Beginning Measurement Individual Reports, activity measurement “Goals” (next step not always result)

Q1 Results Marketing ActivityRevenue PR$500K Trade Shows$3M SEO/SEM$1M Direct Mail$2M

Early Growth Application Reports Simple tie together of reports (funnel)

Q1 Results AdwordsCostClicksCPC Campaign 1$20,00040,000$.50 Campaign 2$5,00016,683$.30 Campaign 3$35,00031,821$1.10

Q1 Results AdwordsCostClicksCPCGoal/ Revenue Campaign 1$20,00040,000$.50$75,000 Campaign 2$5,00016,683$.30$25,000 Campaign 3$35,00031,821$1.10$125,000

April Results AdwordsCostClicksCPCGoal/ Revenue Campaign 1$8,00017,750$.45$20,000 Campaign 2$3,0008,571$.35$9,500 Campaign 3$17,00021,243$.75$37,000

Late Growth Copy / Paste Scraping, Excel, manual tie to results Strategic and Operational Reporting

April Results CampaignCostRevenueR/CYTD Trend Campaign 1$100,000$1,000,00010** Campaign 2$500,000$8,000,00016== Campaign 3$50,000$300,0006New Campaign 4$350,000$3,000,

Last Week Results CampaignCostRevenueR/CWeekly Trend Campaign 1$25,000$250,00010== Campaign 2$200,000$2,000, Campaign 3$10,000$60,0006New Campaign 4$90,000$1,000,00011**

Mature Analytic System Tie between external campaign data and internal data like website and order management

Last Week SegmentCampaignR/CP/CP/C YTD A11034 A B11577 B2722

Segment A P/C3/28/114/4/114/11/114/18/

Yesterday SegmentCampaignR/CP/CP/C YTD A11034 A B11577 B2722

Future New Channels/ Partners External Data Returning vs. New Time of Day Increasing/ Diminishing Returns

Questions?