Data Driven Marketing Strategies & Innovation Track Speaker: Thad Kahlow, CEO, BusinessOnline Can you truly tell the marketing ROI for every channel and every program? It’s a new age for Marketers where this is possible – but how to get started, and which attribution model is right for you? Today’s Modern Marketers face big attribution challenges. You have a myriad of online and offline channels – and just as many databases. And maybe you have a high-consideration product, with a long complex sales cycle, that requires buy-in from multiple people. Join this session to learn the top 3 company-level attribution models and how you can identify the best one for you, how to uncover real values by uniting many interactions and many data systems and what to expect from a cost, staffing, time and energy standpoint, and how to get started.

1. Winning with BIG DATA
Drive Marketing ROI across all
Channels & Campaigns
@tkahlow
@BOLoptimized

2. Why Big Data? Why now?
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Pace of change…
+ Companies: Large and small…
+ Industries: Old & young
+ Customers: b2b, b2c, male or
female, rich or poor…
+ Change, big change…

3. Enterprise Value Paradigm
Greatest Company Asset…
Customer Relationship

4. Not
Product
Not
IP
Not
Brand

5. 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.”

6. I’m Thad Kahlow @Tkahlow
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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!

7. Allow me to
Digress…

9. CEO: New normal
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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.

10. Solution
CEO
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“CEOs believe #1 goal is to
get closer to customer”
-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.
Re-Invent Customer Relationships:
+Adopt new channels to engage & stay connected with
customers.
+Draw more insight from data…make customer intimacy
priority #1

11. Solution
CMO
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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

12. Simplify please…
Why Data?
Why now?

13. 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

14. Win with
Data

15. The Primary
Marketing Challenge
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Programs that
efficiently and
effectively
generate leads
that turn into
sales…
yet
Majority of
marketers do not
know which
programs produce
the leads that turn
into sales.

16. Strategy Starts
Data Framework
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Close the Loop
Close the
Loop
More
Effective
Sales
Customer
Journey
Drive
Business
Performance
Attribute
Success
Attribute
Validated Score
Personalize

17. Collect & Connect Data throughout
Company Buying Journey
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18. “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.”

19. Close the Loop
Step 1

20. Common
Approach to Measurement
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Awareness:
PPC , SEO, Display, Social, Email…
Awareness
Engagement
Conversion
SALE
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

21. Close the Loop
w/ Connected Common Key
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Web
Analytics
+ Marketing
Automation
+ CRM

22. Integration
Connected Marketing Technology
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Web Analytics
Business Systems
Channel Data
Exact Target
Customer Intelligence
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23. “…companies are seeing an average
15-18% Lift in Revenue…
As result of implementing
closed-loop & Optimizing”
- Tina Moffett, Attribution Analysts Forrester Research

24. Attribute Success
Step 2

25. Primary
Attribution Model Types
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Single Touch
Type
Rules-Based
Statistically Driven
Assigns 100%
credit to the last
or first exposure
Assigns credit to each
interaction based on
specific business rules
Assigns credit to each
interaction based on a
data driven model
 First/Last Touch
Approach
Basic
E-Mail
Display
Search
E-Mail
Display
Search
33%
100%
33%
33%
27%
49%
24%

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
Even Weights
Custom Weights
Time Decay
Positioned Based
 Regression Model
 Probabilistic Model
 “Validated Engagement
Factors”
Advanced

26. Model
Pitfalls
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Single Touch
Type
Rules-based
Statistically Driven
Pitfall
 Ignores the bulk of the
customer journey,
overvaluing the first or
last touch
 Undervalues other
influencers (and
interactions), including
sales efforts
Basic
E-Mail
Display
Search
E-Mail
Display
Search
33%
100%
33%
33%
27%
49%
24%
 Assigns arbitrary values
to each specific
marketing tactic
 Subjective and lacks
analytics rigor to
determine weights
Advanced
 Can be more complex
& costly to execute
 Some Marketers feel
uncomfortable with an
algorithmic, “black
box” approach

27. Validated Engagement Factors
(Statistically modeled)

28. VEF
Validated Engagement Factor
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“Historical (validated) review of past behavior…
to improve future outcomes”

29. Five Steps
Validated Engagement Factors
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1. Close the Loop: Data house in order: web
activity + marketing automation + CRM (sale)
in Data Warehouse
2. Determine path to success: what did
prospects do before they became clients?
3. Aggregate past (50+) clients- create statistically
significant = validated
Closed Loop
Path to Success

30. Five Steps (Cont)
Validated Engagement Factors
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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
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Content personalization
Remarket
Click to chat
Sales alerts/out reach

31. Company Attribution

32. Company Attribution
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Typically measured @ individual level
-YET-
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KNOW B2B has multiple influencers in buying journey
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For Every known lead, we can have 10+ unknown visitors
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Measure, analyze and optimize opportunities at the
company level

33. Example
Individual vs. Company
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7 vs. 173 =
+24x More successful

34. B2B Sales Funnel
Stakeholders in Buying Process
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Engagement Score
1800
1600
1400
1200
Analysts
1000
Marketing
800
IT Team
600
C-Level
400
200
0
Month 1 Mo. 2
Mo. 3
Mo. 4
Mo. 5
Most of these stakeholders were anonymous
Mo. 6

35. Personalize to role/need
Amazon for B2B/ B2C High Consideration
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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
SALE
General experience
Personal experience
Convert
Increase sales

36. Drive Business Performance
Step 3

37. Derive Business Insights
From Data
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Identify insights from multiple data sources across the
enterprise
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Clearly communicate performance at the channel,
campaign, and content level
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Focus on business decisions instead of wading
through low-level marketing analytics data
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38. Answer the
Right Business Questions
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+ What is our marketing conversion rate?
+ What is our sales conversion rate?
+ What is our lead quality from digital?
+ What is our return on ad spends?
+ What are customers engaging with?
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39. Measure Key
Digital and Business Metrics
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+ Shift your conversations from
impressions and clicks to
revenue and ROI
266,773
Visitors
+ Focus on customer activities
4,027
Leads
[1.5%]
that sell and refine programs
+ Clearly demonstrate the impact
of marketing to the bottom line
208 Buy
[5.3%]
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40. Example
Digital & Business Key Metrics
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A mature digital presence with full customer journey attribution can yield:
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Targeted Impressions: ~6M-9M
CTR 1%–3%
CPC: Avg $1.01
Qualified Visitors: 100ks
Lead Conversion: Avg ~6%
Cost Per Lead: $20 CPL
Lead to Sale: ~6%
+ Cost Per (offline) Sale:
+ ~$600 cost/sale (p/unit)
+ $20M Sales/ $1M Cost
+ ROI: 1,000+%
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41. Future…
Predictive Modeling
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42. Sales
Effectiveness
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+ Give sales the right
information to close
more business in less
time
+ Sales alerts
+ Predict who will buy
in the future
+ validated
engagement
scoring +
SALE
Establishes predictable, efficient sales path that takes less time

44. Thank You
Data Education
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Data Maturity Model
White Paper: Closed Loop Marketing Attribution
Webinar: Close the Sales & Marketing Loop
@tkahlow
thad.kahlow@businessol.com

45. @BOLoptimized