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Marketing Analytics: Making Data Make Sense

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Widen's presentation from the "MinneAnalytics does Marketing Analytics" event on September 30, 2014 at @WorrellDesign in Minneapolis, MN. #MAMAmn

"How a Marketing Technology Company Does Marketing: Getting Meaning from Disparate Data Sources"

By Nina Brakel-Schutt (@nbrakel) and Jake Athey (@JakeAthey) of @WidenEnterprise.

Publicada em: Marketing

Marketing Analytics: Making Data Make Sense

  1. 1. Making data make sense How one marketing technology company gains meaning from different data sources
  2. 2. Jake Athey Marketing Director, Widen Speakers Nina Brakel-Schutt Brand Strategist, Widen
  3. 3. “You can have data without information, but you cannot have information without data.” Daniel Keys Moran Business architect, database guru, writer
  4. 4. “20% of organizations do not have marketing analytics, which means they have zero insight into online behavior.” The 2014 Marketing Score Report Looks at how 318 marketers, executives, and entrepreneurs rate their organizations
  5. 5. SOURCES OF DATA
  6. 6. Social media platforms Similarly built around people and relationships. Hootsuite, Shoutlet, and Sprinklr manage global social media programs in one platform. CRM systems Customer relationship management helps manage your customer and prospect data and the activity associated with them. Contact information, leads, campaigns, and sales opportunities can all be stored in one place.
  7. 7. Email marketing An easy way to send targeted messages to different groups of people. Builds loyalty, trust, and brand awareness. Marketing automation The software platforms and technologies organizations use to market across multiple channels (email, social media, websites).
  8. 8. DAM systems Digital Asset Management systems manage assets throughout their lifecycle, from creation and storage to distribution and preservation. PIM systems Product information systems manage data to market and sell products. The data feeds information to different output media like web sites, print catalogs, and ERP systems. Web CMS systems A Content Management System is a web application designed to make it easy for non-technical users to add, edit and manage a website.
  9. 9. Web analytics The collection, analysis and reporting of web data to help marketers understand and optimize web usage. Regularly monitoring web analytics can help you assess and improve effectiveness of your website.
  10. 10. “If content is king, it needs a castle.” (and analytics is the queen) Ian Michaels Principal and CEO at Gleanster Research
  11. 11. CONNECTING THE DOTS The Widen story
  12. 12. Big rock content
  13. 13. Google analytics
  14. 14. Google analytics
  15. 15. Crazy egg
  16. 16. Crazy egg
  17. 17. Asset level analytics
  18. 18. Engagement
  19. 19. Customer lifecycle
  20. 20. Email drip campaign
  21. 21. Campaign efficacy
  22. 22. Marketing dashboard Leads Planning a Project Within 6 Months Leads Indicating They’re Ready to Talk With Us Opportunities Created Year To Date Opportunity Types
  23. 23. How our data is connected Content is the “Lifeblood” Data are the “Neurons” Web Analytics Customer Relationship Management Marketing Automation Web Content Management Digital Asset Management Email Marketing Social Media Management
  24. 24. DO IT YOURSELF The right mix for you
  25. 25. DIY analytics Identify your data sources ● What do you want from your web analytics? ○ Visitor paths, conversion funnel, heatmaps, click tracking ● What metrics should you watch in your CRM? ● What does your data tell you about engagement? ● What value does social media bring? ● What insights can you glean from your different systems?
  26. 26. DIY analytics Develop metrics and gain more insights ● Get clear on business goals and objectives ● Know “where” marketing happens, where sales happen ● Define your analytics strategy ● Know leading and lagging KPIs ● Be agile ● Use a mix that’s the best bang for your buck ● Create dashboards to analyze data
  27. 27. Thanks! Follow us www.widen.com marketing@widen.com

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