Kerstin Raitl, Director Marketing Services bei Namics, gibt gemeinsam mit Oskar Stenzel von Datorama, Einblicke in Dos und Dont´s bei der Erstellung von Daten-Dashboards.

1. Webinar: Analytics Unchained.
Herzlich willkommen!
Kerstin Raitl. Director Marketing Services. Namics.
Oskar Stenzel. Regional Sales Director. Datorama.
München, 24.März 2020

2. Wir führen Sie durch das Webinar.
2
Regional Director Sales
Datorama, a Salesforce Company
Oskar Stenzel
Director Marketing
Namics – A Merkle Company
Kerstin Raitl

3. «Dash Board»

4. Dashboards. Drei häufige
Fehler.

5. 01Data Overload. Detaillierte separate
Metriken statt aggregierte KPIs.
Drei Fehler

6. Namics. A Merkle Company
Viele einzelne Reportings mit unterschiedlichen Metriken.
Drei Fehler 6

7. Drei Gründe
02Kanal-Silos statt holistische
Betrachtung.

8. Namics. A Merkle Company
Klassische Auswertung in Kanal-Silos.
8
.

9. 03
Drei Gründe
Pseudo Data-Drivenness.
Optimierung auf falsche Kennzahlen.

11. Daten-basiertes Marketing
braucht Dashboards über
den gesamten Funnel.

12. Namics. A Merkle Company
Ausgangspunkt. Übergreifende Funnel Betrachtung.
12
Touchpoints und
Marketing-MaßnahmenAware Consider Purchase Loyalty

13. Namics. A Merkle Company
Dashboard-Konzept. Darstellung entlang des Funnels.
13
Aware Consider Purchase Loyalty
Buyer Funnel Dashboard
3,2K
Aware
Users
2,6K
Considering
Users
1,1K
Purchasing
Users
0,9K
Loyal
Users
Buyer
Funnel

14. Namics. A Merkle Company
Behind the scenes. Signal-basiertes Segment je Stage.
14
Einschluss- und
Ausschlussmerkmale
z.B. Produkt
angeschaut, Location
Finder benutzt oder
Produkt in Warenkorb
gelegt, aber nicht
bestellt

15. Namics. A Merkle Company
Digital Marketing Funnel.
15

16. Namics. A Merkle Company
Bedeutung der Kennzahlen. Maximal reduziert.
16
Qualitative
Metrik
Scoring bezüglich
Nutzer-Qualität oder
Wahrscheinlichkeit, dass sie
nächste Journey-Phase
erreichen
Journey-
Phase
Quantitative
Metrik
Aktuelle Anzahl Nutzer in der
Journey-Phase
20 / -8 (-17%)
100 / -13 (-2%)

17. Namics. A Merkle Company
Interpretation. Marketing-strategische Ebene.
17
Erneute Investition in
Sichtbarkeit notwendig
Up- und
Cross-Selling-Potenzial
besser nutzen
Lead Nurturing ist erfolgreich
Warenkorb-Grösse steigern
Drilldown

18. Understanding Marketing
Intelligence in a Visualisation
World
Datorama Marketing Intelligence
ostenzel@salesforce.com
March, 2020
Oskar Stenzel, Regional Director Sales

19. Insight and Analytics Need
Greater Speed, Quality and
Sophistication
Trend

20. Which campaign investments
deliver the highest ROI?
Which combinations of
marketing lift our brand?
Which journeys deliver the
best sales outcomes?
Which channels and offers work
best for each segment?
Marketing Teams Struggle to Operationalize Growth

21. Data Silos Team Silos
Advertising
Email & Mobile
Web and Apps
Sales & Commerce
Other Data Sources
Advertising Team
Mobile
Demand Gen
Marketing Analytics
Email
Transparency into ROI
Actionable Insights
Aligned KPIs
CMO
Multiple regions,
business units,
products.
The avg. tech
stack has 24
different data
sources.
Marketers Lack of System of Record and Insight
For marketing performance

22. Different Types of Solutions that Can Compete in
Marketing
Business
Intelligence/Analytics
Visualize and analyze
business data
Marketing
Intelligence/Analytics
Connect, unify, analyze, act on
marketing data
Business Intelligence and Marketing Intelligence

23. BI Solutions focus on Visualization
IT
Finance
HR
Sales
CRM
Finance
Systems
HR Systems
IT Systems
Departments
outside of
marketing:
● Visualization is
the key
requirement
● Small Number
of Data
Sources
● Data Sources
are stable &
consistentCRM
Intelligence
Finance
Intelligence
HR
Intelligence
IT Intelligence

24. Marketing Has Different Requirement
Connect & Unify
All Marketing Data
Dashboards and
Reporting
Insights and
Analytics
Goals, Alerts and
Activations
● High number of sources
● Changing all the time
● Major integration challenge
● Viz just one requirement
● Answers not just numbers
Datorama is not a “dashboard” – It is Marketing Intelligence

25. MI vs. BI Visualization
CMOMediaAnalytics Social Email

26. MI and BI Coexist
IT
Finance
HR
Finance
Intelligence
Finance
Systems
HR
Intelligence
HR Systems
IT IntelligenceIT Systems
Marketing
Intelligence
Marketing
Marketing
Business
Intelligence/Analytics
Visualize and analyze
business data
Marketing
Intelligence/Analytics
Connect, unify, analyze &
act on marketing data

28. Regional Director Sales,
Datorama, a Salesforce
Company
ostenzel@salesforce.com
Oskar Stenzel
Dankeschön. Senden Sie uns Ihre Fragen!
Director Marketing , Namics, a
Merkle Company
kerstin.raitl@namics.com
Kerstin Raitl