1. Actionable Data Analysis and Strategy Keith Goldberg

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

3. Black Box of Marketing

4. Print Sponsorships Television $$$$ ?????

5. Shining a Light $12 M $ 2 M

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

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

8. What do we mean by actionable?

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

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

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

12. Marketing Dashboard

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

14. Paths to Sale Activities Display ademailcoupon AdwordDisplay adEmail ReferralEmail Organic Search

16. Paths to Sale Activities Display ademailcoupon AdwordDisplay adEmail ReferralEmail Organic Search ???Organic Search ???Adword

17. Paths to Sale Activities Display ademailcoupon AdwordDisplay adEmail ReferralEmail Organic Search MailingOrganic Search TV AdAdword

18. Display ad email SEM coupon subscription sale

19. 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

20. 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

21. Marketing Analyitcs Maturity Model Attributes Development Maturity

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

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

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

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

26. 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

27. 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

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

29. 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$3,000,0008.5--

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

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

32. Last Week SegmentCampaignR/CP/CP/C YTD A11034 A2112.52 B11577 B2722

33. Segment A P/C3/28/114/4/114/11/114/18/11 16433 21.5222.5

34. Yesterday SegmentCampaignR/CP/CP/C YTD A11034 A2112.52 B11577 B2722

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

36. Questions?