Winning with BIG DATADrive Marketing ROI across all Channels & Campaigns

@tkahlow@BOLoptimized

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Why Big Data? Why now?

Pace of change…+ Companies: Large and small…

+ Industries: Old & young

+ Customers: b2b, b2c, male or female, rich or poor…

+ Change, big change…

Greatest Company Asset…

Customer Relationship

Enterprise Value Paradigm

Not Produc

t

Not IP

Not Brand

Age of the Customer“Empowered buyers, disruptive digital

innovations…erase traditional competitive advantages…the next wave

will come from deep customer knowledge, engagement tied to the

buyer's timing, and actions based on an obsessive desire to deliver what

your customers want before your nearest competitor does.”

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I’m Thad Kahlow @Tkahlow

+ CEO BusinessOnline+ 14 years Digital Marketing+ B2B/B2C High Consideration- lead to sale + B2B Magazine Interactive Agency year+ Top Agency: 3 Consecutive years…

+ Thrilled to be here today!

Allow me to

Digress…

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CEOs operate in a substantially more

“volatile, uncertain and complex world”

-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.

CEO: New normal

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Re-Invent Customer Relationships:+Adopt new channels to engage & stay connected with customers.+Draw more insight from data…make customer intimacy priority #1

Solution

CEO

“CEOs believe #1 goal is to get closer to

customer”-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.

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Deliver Value to Empower Customers+ Digital revolution- forever changed

balance of power between individual & institution

Foster Lasting Connections+Cultivate meaningful relationships…

throughout life cycle

Capture Value, Measure Results+Justify financial results

Solution

CMO

Simplify please…

Why Data?

Why now?

Because…Customers

have control & fundamentals

have changed…

Barriers to entry are minimal,

competition can enter and win quickly…

Customer Relationships become our

largest asset

Data is introduction,

enabler & insight

Win withData

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Programs that efficiently and

effectively generate

leads/conversions that turn into

sales…

Majority of marketers do not

know which programs produce leads/conversions

that turn into sales.

The Primary

Marketing Challenge

yet

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Customer Journey

Validated Score

Attribute

Personalize

Close the Loop

Close the Loop

AttributeSuccess

DriveBusiness

Performance

More Effective

Sales

Strategy Starts

Data Framework

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Map

Company Buying Journey

+

+Data

18

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SEO

Digital Marketing ActivitiesAlign Customer Buying Journey

EXPLORE EVALUATE PURCHASE EXPERIENCECBJ

CUSTOMER

CONTENT

CONNECT

+

VideoInfographic

Blog/Text

CFO

VPM

Nurture to sale

Influence newKey Decision Makers

CIO

Social

Marketing Automation

VideoInfographicWebinarBlog/Text

VPM

DMM

Marketing Automation

1-1 Engagement & Nurturing

Align TL to Differentiation

Remarketing

CRO

Amplify Customer WOM

Blog/Text

DMM

VPM

Social Proof Persuasion Sharing

Marketing AutomationSocial

VideoVideo

InfographicWebinarBlog/Text

DMM

Thought Leadership (TL) Builds Trust

SEO

PPC

Paid Social

ContentMarketing

Display

Precision Advertising- Create Demand

Create CONTENT to solve customers specific needs

Understand the needs of your CUSTOMERS throughout the CBJ

SEOPPCDisplay

CONNECT your customers with that content

“Great marketers focus on people… their needs, behaviors,

intentions, wants… Avoiding the shiny temptations of marketing

solely to things – like devices, channels, technologies. Never been more critical… Staying focused on

the people and motivations…marketers can catch an incredible

wave of opportunity.”

Close the LoopStep 1

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Awareness

Engagement

Conversion

SALE

Awareness: PPC , SEO, Display, Social, Email…

Usage Engagement: Bounce, Page Views, Visits, Frequency

Content Engagement: Newsletters, Blogs, Videos, Webcasts, product pages

Conversion: Request a quote, contact, dealer locator,

initiated lead, completed lead, registration, #800

Measured in isolation:-Single Channel to Lead : CPL

-Silo Engagement: Avg page views

Common

Approach to Measurement

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Derive Deep Customer InsightsConnected Marketing Technology

Web Analytics Business Systems Channel Data

Customer Intelligence

+ Customer Insights drive Business Performance:+ Connect + collect data at the individual level, unearth customer insights + Performance attribution: channels, content, distributor, offer, etc… to a sale.+ Cut what’s not working, reinvest in what is- improve ROI.+ Grow scale, efficiency and effectiveness

“…companies are seeing an average

15-18% Lift in Revenue… As result of implementingclosed-loop & Optimizing”

- Tina Moffett, Attribution Analysts Forrester Research

Attribute SuccessStep 2

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Type

Approach

Single TouchAssigns 100%credit to the lastor first exposure

First/Last Touch

100%

Rules-BasedAssigns credit to eachinteraction based on specific business rules

Even Weights Custom Weights Time Decay Positioned Based

DisplayE-Mail Search

33% 33% 33%

Statistically DrivenAssigns credit to eachinteraction based on adata driven model

Regression Model Probabilistic Model “Validated Engagement

Factors”

DisplayE-Mail Search

27% 49% 24%

Basic Advanced

Primary

Attribution Model Types

Validated Engagement Factors(Statistically modeled)

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VEF

“Historical review of past behavior… to improve future outcomes”

Validated Engagement Factor

10 - 100’s Successful Outcomes

Validated Engagement

Modelx =+

Data Collected & Connected

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Five Steps

Validated Engagement Factors

3. Aggregate past (50+) clients- create statistically significant = validated

Path to Success2. Determine path to success: what did prospects do before they became clients?

1. Close the Loop: Data house in order: web activity + marketing automation + CRM (sale) in Data Warehouse

Closed Loop

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4. Normalize Connected Data: + Time: Analyze engagement activity over time (12mos)+ Normalize: Create a Normalized engagement score across all

customers = 100 (mean)+ Analyze for Statistically Relevant Insights: Lead engagement

scores > 100 Score =+ “demonstrating higher likelihood to buy”

5. Turn Insights into Business Opportunities + Content personalization+ Remarket + Click to chat+ Sales alerts/out reach

Video

Validated Engagement FactorsFive Steps (Cont)

Company Attribution

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+ Typically measured @ individual level-YET-

+ KNOW B2B has multiple influencers in buying journey

+ For Every known lead, we can have 10+ unknown visitors

+ Measure, analyze and optimize opportunities at the company level

Attribution Video

Company Attribution

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7 vs. 173 = +24x More successful

Example

Individual vs. Company

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0

200

400

600

800

1000

1200

1400

1600

1800

Month 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6

Analysts

Marketing

IT Team

C-Level

Engagement Score

Most of these stakeholders were anonymous

B2B Sales Funnel

Stakeholders in Buying Process

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General experience Personal experience Convert Increase sales

SALE

+ Someone in your role+ In your industry+ At this stage of buying journey+ Looking for to solve this specific problem+ Has found this piece of information valuable+ All based on past success events

Personalize to role/need

Amazon for B2B/ B2C High Consideration

Drive Business PerformanceStep 3

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From DataDerive Business Insights

+ Identify insights from multiple data sources to clearly communicate performance at the channel, campaign, and content level

+ Let your team focus on business decisions instead of wading through low-level marketing analytics data

+ Focus on customer activities that sell and clearly demonstrate the impact of marketing to the bottom line

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FROM:+Targeted Impressions: ~9M +CTR 1%–2.5%+CPC: Avg $1.20+Qualified Visitors: 100ks +Lead Conversion: Avg ~7%+Cost Per Lead: $20 CPL

Digital & Business Key MetricsExample

A mature digital presence with Closed Loop Insights…

To:+Lead to Sale: ~4%

+ Cost Per Sale: ~$600 cost/sale (p/unit)+ $20M Sales/ $1M Cost

+Marketing ROI: 2,000+%

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EffectivenessSales

+ Give sales the right information to close more business in less time

+ Sales alerts+ Predict who will buy

in the future+ validated

engagement scoring +

Establishes predictable, efficient sales path that takes less time

SALE

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Future…

Predictive Modeling

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Thank You

Data Education

+ Data Maturity Model

+ White Paper: Closed Loop Marketing Attribution

+ Webinar: Close the Sales & Marketing Loop

@tkahlow

thad.kahlow@businessol.com

@BOLoptimized