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Webinar "Analytics unchained" von Namics und Datorama

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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.

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Webinar "Analytics unchained" von Namics und Datorama

  1. 1. Webinar: Analytics Unchained. Herzlich willkommen! Kerstin Raitl. Director Marketing Services. Namics. Oskar Stenzel. Regional Sales Director. Datorama. München, 24.März 2020
  2. 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. 3. «Dash Board»
  4. 4. Dashboards. Drei häufige Fehler.
  5. 5. 01Data Overload. Detaillierte separate Metriken statt aggregierte KPIs. Drei Fehler
  6. 6. Namics. A Merkle Company Viele einzelne Reportings mit unterschiedlichen Metriken. Drei Fehler 6
  7. 7. Drei Gründe 02Kanal-Silos statt holistische Betrachtung.
  8. 8. Namics. A Merkle Company Klassische Auswertung in Kanal-Silos. 8 .
  9. 9. 03 Drei Gründe Pseudo Data-Drivenness. Optimierung auf falsche Kennzahlen.
  10. 10. Daten-basiertes Marketing braucht Dashboards über den gesamten Funnel.
  11. 11. Namics. A Merkle Company Ausgangspunkt. Übergreifende Funnel Betrachtung. 12 Touchpoints und Marketing-MaßnahmenAware Consider Purchase Loyalty
  12. 12. 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
  13. 13. 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
  14. 14. Namics. A Merkle Company Digital Marketing Funnel. 15
  15. 15. 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%)
  16. 16. 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
  17. 17. Understanding Marketing Intelligence in a Visualisation World Datorama Marketing Intelligence ostenzel@salesforce.com March, 2020 Oskar Stenzel, Regional Director Sales
  18. 18. Insight and Analytics Need Greater Speed, Quality and Sophistication Trend
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. MI vs. BI Visualization CMOMediaAnalytics Social Email
  25. 25. 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
  26. 26. 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

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