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How Workday went from
   Good… to Great!

 Winning with Big Data
Why Big Data, Why now?
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////


Pace of change…
+ Companies Large and small…
+ Industries: Old & young
+ Customers: b2b or b2c, male or female,
    rich or poor…

+ Continue to evolve quickly… and…
Greatest Company Asset
   “Customer Relationship”

Not product, not IP, not brand.


         Data becomes
Introduction, enabler and insight
     Customer Relationships
I’m

 Thad Kahlow
 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////



+ CEO BusinessOnline
+ 12 years Digital Marketing
+ Fortunate to work with
  some incredible brands




+ B2B Magazine Interactive Agency year
+ Top Agency: 2008, 2009, 2010
@Tkahlow
Allow me to

 Digress…
 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////



+ GM, +100 years

+ 1999 largest market cap US > $50B & stock @$100

+ < 10 years… bankruptcy
In the same

 Breadth…
 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////


+ < 7 YEARS

+ MARKET CAP > $80B

+ 2x+ Market cap of GM in less ONE decade…
CEO: New normal
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




       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.
Solution

  CEO
 ////////////////////////////////////////////////////////////////////////////////


By…Re-Invent Customer Relationships:

+ Adopt new channels to engage & stay connected
  with customers.

+ Draw more insight from data…make customer                                                “78% CEOs
  intimacy priority #1                                                               believe #1 goal is to
                                                                                    get closer to customer”




                   -IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.
CMO: New normal
 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




CMOs… “Increasing levels of complexity over the next
 five years in how we market products and services”
                  -IBM Study, face-to-face conversations with more than 1,700 CMO’s worldwide.
Solution

 CMO
////////////////////////////////////////////////////////////////////////////////


Deliver Value to Empower Customers
+ Digital revolution- forever changed
  balance of power between individual &
  institution


Foster Lasting Connections
+ Cultivate meaningful relationships…throughout entire life cycle

Capture Value, Measure Results
+ Quantify, analyze                     and justify the financial results of marketing initiatives
Simplify please…

Why Big Data?

   Why now?
Because…                          2. Barriers to entry are minimal,
                               competition can enter and win quickly…

 1. Customers have control &
fundamentals have changed…




4. Data becomes
the “introduction,
enabler & insight”
     into those                            3. Customer Relationships
   relationships                           become your largest asset
“Companies that leverage data
 to have one-to-one conversations
with customers at scale… will win.”
                   - John Battelle Federated Media
How Workday went from Good to Great:
     Winning big with “big data”



                               - Top 5
B2B (Workday)
 Challenge
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

 Workday
 + B2B leading HR and financials software company
 + Complex and long sales cycle with
 + multiple decision making roles: CEO, CIO, CFO, CHRO
 + Founded in 2005 with more than 650 employees and 200 customers
 + Competitors: Taleo, SucessFactors, Lawson and Oracle
 Complexity of B2B Sales Cycle
 + Length: 1 Month – 5 Years
 + Roles: 1 >10
 + Research to purchase cycle: “lots of touch points”
       + Channels & Media
       + Content & Campaigns
 Desired Outcome
 + Improve Digital and Marketing Performance
 + Close the loop: lead to sale
 + Close more business faster
 + Measure and improve ROI
Marketers primary

Challenge
Programs that                 Majority of
efficiently and           marketers do not
   effectively               know which
generate leads      yet        programs
 that turn into              produce the
    sales…                 leads that turn
                              into sales.
Strategy starts w/ Data

Data Framework
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
                                                                                                    Close the Loop

       More
   Effective                                                                                                               Customer
      Sales                                                                                                                Journey
                                                                   Close the
                                                                     Loop

                                                Drive
                                              Business
                                              Outcomes
                                                                      Attribute
                                                                      Success

                                                                                                                           Attribute

            Personalize
                                                                                               Validated Score
Start with Closing the Loop
Common

Approach to measurement
                                      Awareness:
                           PPC , SEO, Display, Social, Email…


         Awareness         Usage Engagement: Bounce,
                           Page Views, Visits, Frequency

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

                                     Conversion:
     Conversion       Request a quote, contact, dealer locator,
                          initiated lead, completed lead,
                                  registration, #800

          SALE
                                Measured in isolation:
                            - Single Channel to Lead : CPL
                          - Silo Engagement: Avg page views
Ideally

Closed loop measurement
                                       Awareness:
                            PPC , SEO, Display, Social, Email…

                                  Usage Engagement:
          Awareness            Bounce, Page Views, Visits,
                                      Frequency

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

          Conversion                  Conversion:
                       Request a quote, contact, dealer locator,
                           initiated lead, completed lead,
                                   registration, #800
           SALE
                             Complete Measurement:
                                    +Cost per Sale
                                +Marketing/Program ROI
Don’t Forget
 “The” Customer Journey/Loop
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
  Non-linear                                                                                      Reciprocity
Collect & Connect
 Technically- How to close the Loop?
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////


                                                   Marketing Programs



               Analytics Tools                                                                   Business Tools


                   Web                                                                              CRM
               Search, Social                                Data                              Mktg Automation
                   Email                                  Warehouse                              Call Center
                                                            (ETL)
           API or Direct Call>                                                               < API or Direct Call
                                                                                                                                               Use closed loop insights to optimize




                                                     Multi-Source Analysis
                                                            Tool(s)
                        http://www.businessol.com/blog_posts/close-loop-part-1/
Closed the loop, next?

What’s Happening?
Why it’s Happening?

What to do about it?
Attribute Success
Forrester

Attribution models
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
What & why

Attribution
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                                            D                  F        G                             1. Track Success @
                                                                                                         the Customer Level

                                                                                                      2. Analyze what
                                 2                           5                                           channels, content
                                                                                                         and campaigns
                                                                                                         delivered success

                                                  III                                                 3. Connect to Sale

                                                                                                      4. Measure Program
                                                                                                         ROI
                                            SALE
Channel Attribution
 Last Click Channel to Lead
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                                                                                          3.3%

 +      Last click, single channel to lead measurement (booo)
 +      SM = 3.3% conversion, decent not great
 +      Time to dig a bit deeper…
Channel to Lead
 Life of the visitor
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                                                                   LIFE OF
                                                               VISITOR > LEAD                           7.4%

+    Single channel + life of visitor to lead = 7.4% conversion (double)
    + SM is nurturing channel, don’t convert first instance, but down the
       road
Holistic
    Attribution
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                                                                                                                              34%
+    Tapped CRM determine quality of lead
+    Analyze: Channels + Content Engagement = Quality Lead (CRM)
+    Social Media = largest # of qualified leads              CEO
+    10x more likely to convert when touched SM               Blog
How
 Social Feeds other channels
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                                                                                                           +Definitive flow
                                                                                                              from Organic
                                                                                                              branded to SM
                                                                                                              and SM to
                                                                                                              Organic

                                                                                                           +SM is not
                                                                                                              acquiring
                                                                                                              channel but
                                                                                                              supporting
                                                                                                              channel,
                                                                                                              nurturing
Channel Path Attribution


////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




 +      Channel paths, at the visitor level, measure channel path to lead
 +      Organic non brand into SM- is the most important channel combo
 +      Insight: Reinvest in SEO & SM content optimization- blogs, 3rd party reviews, video
       + Lead Channels vs Nurturing Channels
 +      SOURCES for Research B2B: Search most leveraged, most sought after = WOM
Validated Scoring
What is

 Validated Engagement Scoring?
 ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

+ Track at Visitor (aggregate company) Level:
   + Channel, Campaign and Content activities into a single
     “Score” that quantifies behavior.

+ Weigh activities
   + Correlate success factors so visitors with the highest scores
     become the most valuable, “ready to convert”

+ Outcome: Focus Efforts
   + Evaluate customer scores in real time,
   + Personalization & Segmentation- create a better experience
   + Sales Alerts
B2B

 Company vs. Visitor
 ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

+ From Individual to Company
   + Compile a company score based on the
     aggregate score of the individuals in a
     company

+ From Noise to Focus
      + From 4,000 leads to 400 qualified leads
      + Based on behaviors (past success) +
        company attributes (size, vertical, etc)
Our algorithm

 Validated Engagement Model (VEM)
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////


   VEM:
   + Moves beyond measuring traditional channel to lead measurement or
     best guess weighted averages… to

   + A weighted points algorithm, based on past success, throughout
       customer journey all the to sale (SF Integration).



   VEM output:
     + Self Learning: past success = new weights
     + Measure & improve program ROI
Recall- Common

Approach to measurement
                                    Awareness:
                         PPC , SEO, Display, Social, Email…


        Awareness        Usage Engagement: Bounce,
                         Page Views, Visits, Frequency

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

                                   Conversion:
       Conversion   Request a quote, contact, dealer locator,
                        initiated lead, completed lead,
                                registration, #800

         SALE
                              Measured in isolation:
                          - Single Channel to Lead : CPL
                        - Silo Engagement: Avg page views
VEM

 Example
  ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////


  Source (Awareness)                   Channel: Social Media > Display                                                      10%

  Usage (Engagement)                   Depth of Interaction: Page views, clicks, login etc. (> 10                           20%
                                       clicks)
  Content (Engagement)                 Product Preview, Case Study, Datasheet, video, Webinar,                              30%
                                       whitepaper (Product demo video + Client Testimonial CS)

  Connection                           Sales contact request, partner information, connects with                            40%
  (Conversion)                         leadership team, demo, attends an event




 10%                                                                                                                             total
                      20%                          30%                                                                           score
source
                                                                                        40%
                     usage
                                                    content
                                                                                          connection
Sample report:
  Cookie = 321548979797641313123154

////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////



Score =                 Source                 +              Usage               +          Content        +           Connections

145.6 =                  18.8                 +                22                +            38.4         +                    66.4



                                        Usage           value             Connection            value           Content          value
     Reach             value
                                                                          Contact us            88              Video            50
     Lp count          55               Page count      20

                                                                          Request price         78              demo             78
     Lp recent         82               Page views      40


     Campaign ad       51               Time on site    50

                                                                          Connection total      166             Content total    128
     Reach total       188           Usage
                                   10% total            110
                   30%                                   20%
                                                                          Usage weight          .40
     Usage weight      .10              Usage weight    .20
                                                                                          40%                   Usage weight     .30


     Usage score       18.8                                               Usage score           66.4
                                        Usage score     22                                                      Usage score      38.4
Clearly determine

 Which Visitor is more valuable
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                                  Visitor 1                                                                Visitor 2

                                  Reach : 20                                                                Reach : 15
                                  Usage : 40                                                                Usage : 85
                                  Content :60                                                               Content : 160
                                  Connections: 85                                                           Connections 89

                                  Score : 89                                                               Score : 250
Compare

 Campaigns
/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////



Education- “Why SaaS” campaign                                 Closer- “Total Cost of Ownership” campaign




                                                 Equal #
                                               conversions,
                                                  -yet-
                                             One outperforms
        Score : 289                                                                    Score : 140

         +Business value
              +Shift from tracking leads per channel
              +To tracking true Campaign/Program ROI
              +Based on aggregate roll up of “valuable visitors/companies”
Now lets get Personal
Create a tailored experience

Personalize
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
                                                 +      Serve the Right : Experience, Message, Content
                                                                                 + To the Right Person
                                                                       + In the Right: Role, & Industry
                                                                                   + At the Right time
                                                                                  + On the right device
                                                                 + Based on past success (Validated)




                                                                                                                          SALE




 General experience                         Personal experience                            Convert                  Increase sales
First - Turn individual unknown visitor into a

Known visitor (look back)
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////


 1st Visit to site                                    2st Visit to site                                    3rd Visit to site



                                                                                                                                       Score 67
                                                                                          Score 40
                                   Score 23

   Cookie ID 12345                                      Cookie ID 12345
                                                                                                                  Cookie ID 12345
                                                                                                                   James Smith




        Anonymous score based on behavioral data such as :                                           Known user score based on prior
                                                                                                     history, new behavior , plus
        - Pageviews                                                                                  profile data:
        - Search terms
        - Time on site                                                                               -   Pageviews
        - Referring keyword                                                                          -   Search terms
        - Campaign Type                                                                              -   Segment
        -Frequency                                                                                   -   Title
                                                                                                     -   Persona


     All anonymous browsing data is mapped back to the contact level
Go from unknown to

Known Companies
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

+ B2B sales cycle
  + Many prospects from a single company research
  + yet in different BUs, or departments
+ Small % become known: fill out a form, call you- self identify
+ Turn unknown visitors into known visitors in a specific company
How?

Known Company visitors
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////



+    Email domain (ex: Demandbase)
+    Form field with a company specification
+    IP look up (Demandbase)
+    Referring Domain (ex: Demandbase)

+ Connect and Correlate
Example

Individual vs. Company
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




                               7 visitors vs. 173 visitors= +17,200%
                           For all Marketers- give us our true credit”
Finally

Personalize the customer journey
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

  “Amazon for B2B”

  + Someone in your vertical

  + Someone in your role

  + At this stage of research

  + Looking for to solve this problem

  + Has found this piece of information valuable
Tactical Personalization &
 Segmentation Examples
Deliver Targeted Content, at the Right Time



        Web Visitor
        69.38.209.30
Adobe Targets the Verticals – Same Content!




50
Industry Level Personalization




     •35% Lift in PDF and Play Demo Clicks

     •83% Lift in Visitors navigating to the Product Pages
Real Time Identification Forms Solution

 + Problem
   + Removing the friction with long forms, without losing data

 + Solution: RTID-FORMS
   + Real Time Identification Forms solution accelerates the engagement
     and form completion process through shortening forms.
   + Form completion results in increased leads, stronger data, and more
     effective marketing programs, resulting in increased revenue.

 + Pillars
   + Increase conversions
   + Standardize and validate data
   + Improve visitor experience
Optimize Your Forms and Strengthen Your Database


                                 John

                                 Stevens

                                 Mgr
                                 js@oracle.com

                                 Ora|




                                 $35,622,000,000

                                 Software and Technology

                                 105,000

                                 500 Oracle Parkway

                                 Redwood Shores

                                 CA

                                 94065

                                 Enterprise
Create Sales Effectiveness
Sales

Effectiveness
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

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

 +      Sales alerts

 +     Predict who will buy                                                                                                    SALE
     in the future
      + validated
          engagement
          scoring +




     Establishes predictable, efficient sales path that takes less time
Future…

Predictive Modeling
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
In Sum
Remember the

Data Framework
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
                                                                                                    Close the Loop

       More
   Effective                                                                                                               Customer
      Sales                                                                                                                Journey
                                                                   Close the
                                                                     Loop

                                                Drive
                                              Business
                                              Outcomes
                                                                      Attribute
                                                                      Success

                                                                                                                           Attribute

            Personalize
                                                                                               Validated Score
Marketers

Solution
     Create                 Marketers
programs that
efficiently and              KNOW
   effectively    when
generate leads           which programs
 that turn into             produce the
                          leads that turn
    sales…
                             into sales.
33%
costs
Thank You!
                                                                                                             @tkahlow
 For DMA participants
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////




+ Card, or email: thad.kahlow@businessol.com

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Big data that drives marketing roi across all channels & campaigns

  • 1. How Workday went from Good… to Great! Winning with Big Data
  • 2. Why Big Data, Why now? ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Pace of change… + Companies Large and small… + Industries: Old & young + Customers: b2b or b2c, male or female, rich or poor… + Continue to evolve quickly… and…
  • 3. Greatest Company Asset “Customer Relationship” Not product, not IP, not brand. Data becomes Introduction, enabler and insight Customer Relationships
  • 4. I’m Thad Kahlow ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + CEO BusinessOnline + 12 years Digital Marketing + Fortunate to work with some incredible brands + B2B Magazine Interactive Agency year + Top Agency: 2008, 2009, 2010 @Tkahlow
  • 5. Allow me to Digress… ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + GM, +100 years + 1999 largest market cap US > $50B & stock @$100 + < 10 years… bankruptcy
  • 6. In the same Breadth… ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + < 7 YEARS + MARKET CAP > $80B + 2x+ Market cap of GM in less ONE decade…
  • 7. CEO: New normal ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 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.
  • 8. Solution CEO //////////////////////////////////////////////////////////////////////////////// By…Re-Invent Customer Relationships: + Adopt new channels to engage & stay connected with customers. + Draw more insight from data…make customer “78% CEOs intimacy priority #1 believe #1 goal is to get closer to customer” -IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.
  • 9. CMO: New normal ////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// CMOs… “Increasing levels of complexity over the next five years in how we market products and services” -IBM Study, face-to-face conversations with more than 1,700 CMO’s worldwide.
  • 10. Solution CMO //////////////////////////////////////////////////////////////////////////////// Deliver Value to Empower Customers + Digital revolution- forever changed balance of power between individual & institution Foster Lasting Connections + Cultivate meaningful relationships…throughout entire life cycle Capture Value, Measure Results + Quantify, analyze and justify the financial results of marketing initiatives
  • 11. Simplify please… Why Big Data? Why now?
  • 12. Because… 2. Barriers to entry are minimal, competition can enter and win quickly… 1. Customers have control & fundamentals have changed… 4. Data becomes the “introduction, enabler & insight” into those 3. Customer Relationships relationships become your largest asset
  • 13. “Companies that leverage data to have one-to-one conversations with customers at scale… will win.” - John Battelle Federated Media
  • 14. How Workday went from Good to Great: Winning big with “big data” - Top 5
  • 15. B2B (Workday) Challenge //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Workday + B2B leading HR and financials software company + Complex and long sales cycle with + multiple decision making roles: CEO, CIO, CFO, CHRO + Founded in 2005 with more than 650 employees and 200 customers + Competitors: Taleo, SucessFactors, Lawson and Oracle Complexity of B2B Sales Cycle + Length: 1 Month – 5 Years + Roles: 1 >10 + Research to purchase cycle: “lots of touch points” + Channels & Media + Content & Campaigns Desired Outcome + Improve Digital and Marketing Performance + Close the loop: lead to sale + Close more business faster + Measure and improve ROI
  • 16. Marketers primary Challenge Programs that Majority of efficiently and marketers do not effectively know which generate leads yet programs that turn into produce the sales… leads that turn into sales.
  • 17. Strategy starts w/ Data Data Framework //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Customer Sales Journey Close the Loop Drive Business Outcomes Attribute Success Attribute Personalize Validated Score
  • 18. Start with Closing the Loop
  • 19. Common Approach to measurement Awareness: PPC , SEO, Display, Social, Email… Awareness Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Engagement Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Conversion Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Measured in isolation: - Single Channel to Lead : CPL - Silo Engagement: Avg page views
  • 20. Ideally Closed loop measurement Awareness: PPC , SEO, Display, Social, Email… Usage Engagement: Awareness Bounce, Page Views, Visits, Frequency Engagement Content Engagement: Newsletters, Blogs, Videos, Webcasts, product pages Conversion Conversion: Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Complete Measurement: +Cost per Sale +Marketing/Program ROI
  • 21. Don’t Forget “The” Customer Journey/Loop //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Non-linear Reciprocity
  • 22. Collect & Connect Technically- How to close the Loop? //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Marketing Programs Analytics Tools Business Tools Web CRM Search, Social Data Mktg Automation Email Warehouse Call Center (ETL) API or Direct Call> < API or Direct Call Use closed loop insights to optimize Multi-Source Analysis Tool(s) http://www.businessol.com/blog_posts/close-loop-part-1/
  • 23. Closed the loop, next? What’s Happening? Why it’s Happening? What to do about it?
  • 26. What & why Attribution //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// D F G 1. Track Success @ the Customer Level 2. Analyze what 2 5 channels, content and campaigns delivered success III 3. Connect to Sale 4. Measure Program ROI SALE
  • 27. Channel Attribution Last Click Channel to Lead //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 3.3% + Last click, single channel to lead measurement (booo) + SM = 3.3% conversion, decent not great + Time to dig a bit deeper…
  • 28. Channel to Lead Life of the visitor //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// LIFE OF VISITOR > LEAD 7.4% + Single channel + life of visitor to lead = 7.4% conversion (double) + SM is nurturing channel, don’t convert first instance, but down the road
  • 29. Holistic Attribution //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 34% + Tapped CRM determine quality of lead + Analyze: Channels + Content Engagement = Quality Lead (CRM) + Social Media = largest # of qualified leads CEO + 10x more likely to convert when touched SM Blog
  • 30. How Social Feeds other channels //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// +Definitive flow from Organic branded to SM and SM to Organic +SM is not acquiring channel but supporting channel, nurturing
  • 31. Channel Path Attribution //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Channel paths, at the visitor level, measure channel path to lead + Organic non brand into SM- is the most important channel combo + Insight: Reinvest in SEO & SM content optimization- blogs, 3rd party reviews, video + Lead Channels vs Nurturing Channels + SOURCES for Research B2B: Search most leveraged, most sought after = WOM
  • 33. What is Validated Engagement Scoring? //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Track at Visitor (aggregate company) Level: + Channel, Campaign and Content activities into a single “Score” that quantifies behavior. + Weigh activities + Correlate success factors so visitors with the highest scores become the most valuable, “ready to convert” + Outcome: Focus Efforts + Evaluate customer scores in real time, + Personalization & Segmentation- create a better experience + Sales Alerts
  • 34. B2B Company vs. Visitor //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + From Individual to Company + Compile a company score based on the aggregate score of the individuals in a company + From Noise to Focus + From 4,000 leads to 400 qualified leads + Based on behaviors (past success) + company attributes (size, vertical, etc)
  • 35. Our algorithm Validated Engagement Model (VEM) ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// VEM: + Moves beyond measuring traditional channel to lead measurement or best guess weighted averages… to + A weighted points algorithm, based on past success, throughout customer journey all the to sale (SF Integration). VEM output: + Self Learning: past success = new weights + Measure & improve program ROI
  • 36. Recall- Common Approach to measurement Awareness: PPC , SEO, Display, Social, Email… Awareness Usage Engagement: Bounce, Page Views, Visits, Frequency Content Engagement: Engagement Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Conversion Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800 SALE Measured in isolation: - Single Channel to Lead : CPL - Silo Engagement: Avg page views
  • 37. VEM Example //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Source (Awareness) Channel: Social Media > Display 10% Usage (Engagement) Depth of Interaction: Page views, clicks, login etc. (> 10 20% clicks) Content (Engagement) Product Preview, Case Study, Datasheet, video, Webinar, 30% whitepaper (Product demo video + Client Testimonial CS) Connection Sales contact request, partner information, connects with 40% (Conversion) leadership team, demo, attends an event 10% total 20% 30% score source 40% usage content connection
  • 38. Sample report: Cookie = 321548979797641313123154 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Score = Source + Usage + Content + Connections 145.6 = 18.8 + 22 + 38.4 + 66.4 Usage value Connection value Content value Reach value Contact us 88 Video 50 Lp count 55 Page count 20 Request price 78 demo 78 Lp recent 82 Page views 40 Campaign ad 51 Time on site 50 Connection total 166 Content total 128 Reach total 188 Usage 10% total 110 30% 20% Usage weight .40 Usage weight .10 Usage weight .20 40% Usage weight .30 Usage score 18.8 Usage score 66.4 Usage score 22 Usage score 38.4
  • 39. Clearly determine Which Visitor is more valuable ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Visitor 1 Visitor 2 Reach : 20 Reach : 15 Usage : 40 Usage : 85 Content :60 Content : 160 Connections: 85 Connections 89 Score : 89 Score : 250
  • 40. Compare Campaigns ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Education- “Why SaaS” campaign Closer- “Total Cost of Ownership” campaign Equal # conversions, -yet- One outperforms Score : 289 Score : 140 +Business value +Shift from tracking leads per channel +To tracking true Campaign/Program ROI +Based on aggregate roll up of “valuable visitors/companies”
  • 41. Now lets get Personal
  • 42. Create a tailored experience Personalize //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Serve the Right : Experience, Message, Content + To the Right Person + In the Right: Role, & Industry + At the Right time + On the right device + Based on past success (Validated) SALE General experience Personal experience Convert Increase sales
  • 43. First - Turn individual unknown visitor into a Known visitor (look back) //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 1st Visit to site 2st Visit to site 3rd Visit to site Score 67 Score 40 Score 23 Cookie ID 12345 Cookie ID 12345 Cookie ID 12345 James Smith Anonymous score based on behavioral data such as : Known user score based on prior history, new behavior , plus - Pageviews profile data: - Search terms - Time on site - Pageviews - Referring keyword - Search terms - Campaign Type - Segment -Frequency - Title - Persona All anonymous browsing data is mapped back to the contact level
  • 44. Go from unknown to Known Companies //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + B2B sales cycle + Many prospects from a single company research + yet in different BUs, or departments + Small % become known: fill out a form, call you- self identify + Turn unknown visitors into known visitors in a specific company
  • 45. How? Known Company visitors //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Email domain (ex: Demandbase) + Form field with a company specification + IP look up (Demandbase) + Referring Domain (ex: Demandbase) + Connect and Correlate
  • 47. Finally Personalize the customer journey //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// “Amazon for B2B” + Someone in your vertical + Someone in your role + At this stage of research + Looking for to solve this problem + Has found this piece of information valuable
  • 48. Tactical Personalization & Segmentation Examples
  • 49. Deliver Targeted Content, at the Right Time Web Visitor 69.38.209.30
  • 50. Adobe Targets the Verticals – Same Content! 50
  • 51. Industry Level Personalization •35% Lift in PDF and Play Demo Clicks •83% Lift in Visitors navigating to the Product Pages
  • 52. Real Time Identification Forms Solution + Problem + Removing the friction with long forms, without losing data + Solution: RTID-FORMS + Real Time Identification Forms solution accelerates the engagement and form completion process through shortening forms. + Form completion results in increased leads, stronger data, and more effective marketing programs, resulting in increased revenue. + Pillars + Increase conversions + Standardize and validate data + Improve visitor experience
  • 53. Optimize Your Forms and Strengthen Your Database John Stevens Mgr js@oracle.com Ora| $35,622,000,000 Software and Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise
  • 55. Sales Effectiveness //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Give sales the right information to close more business in less time + Sales alerts + Predict who will buy SALE in the future + validated engagement scoring + Establishes predictable, efficient sales path that takes less time
  • 58. Remember the Data Framework //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Close the Loop More Effective Customer Sales Journey Close the Loop Drive Business Outcomes Attribute Success Attribute Personalize Validated Score
  • 59. Marketers Solution Create Marketers programs that efficiently and KNOW effectively when generate leads which programs that turn into produce the leads that turn sales… into sales.
  • 61. Thank You! @tkahlow For DMA participants //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Card, or email: thad.kahlow@businessol.com