digital transformation: measuring down the funnel - daniel newman

DIGITALTRANSFORMATION:

DATA DRIVENMARKETINGMEETS PEOPLEDRIVEN RESULTS

THE EPHEMERAL VSTHE MEASURABLE

MARKETERSNEED TO MEASURE

EVERYTHING, BUT PEOPLE WANT TO FEEL THEY ARE

IMPORTANT, UNIQUE,AND MORE THAN JUST

A DATA POINT.

“NOBODYWANTSTO FEELLIKE JUSTA NUMBER”

DIGITALTRANSFORMATION:

Technology has poweredthe marketer through automation, big data,

mobile, IoT and more to have a much more

intimate view of who their customers are.

AIIOT

MOBILEBIG DATA

AUTOMATION

“CUSTOMERSDON’T CAREABOUT YOURTECHNOLOGY,THEY CAREABOUT THEEXPERIENCEYOU CREATE”

ASKYOURSELF

THIS:

DOES OURDIGITAL

EXPERIENCEEDUCATE,

INSPIRE ANDMEET YOURCUSTOMERS

NEEDS?

THEMARKETERSCONUNDRUM

“HOW CAN WE COLLECT DATA, MEASURE PERFORMANCE, TARGET CUSTOMERS, ANALYZE RESULTS WITHOUT OVERWHELMING OURCUSTOMERS?”

THE SHORT ANSWER?

THE FOCUS HAS TO BE IN THEVALUE YOU CREATE.

“NO CUSTOMER HAS EVER COMPLAINED THAT YOU ARE TOO HELPFUL OR THAT YOU CREATE TOO MUCH VALUE”

THERE IS ABIG PROBLEM

THOUGH…

TOO MANY MARKETERS CREATING TOO

MUCH NOISE ANDNOT ENOUGH VALUE

THE DIGITALLYTRANSFORMEDMARKETER DOES4 THINGS BETTERTHAN THEIRCOMPETITION

DRIVES LEADS:UNDERSTANDSTHAT MARKETINGIS A REVENUECENTER

EMBRACESTECHNOLOGY:

USES THE RIGHTTECHNOLOGYTO PROVIDETHE RIGHT EXPERIENCE ATTHE RIGHT TIME

VALUECREATOR:DOES ITEDUCATEAND/ORINSPIRE THECUSTOMER?

BUSINESS FOCUSED:MICRO (MARKETING)AND MACRO(BUSINESS)OBJECTIVES

HOW DO WECONNECT THE

EPHEMERALAND THE

MEASURABLE?

TECHNOLOGY+

THE NEW CONSUMER+

DATA DRIVEN MARKETING

=BETTER EXPERIENCES

AND…

MORESALES

MORE LEADS

AND YES…

MOREDOWNLOADS

MORECONVERSIONS

MORE CLICKS

"DIGITALTRANSFORMATIONIS ABOUT BETTERCUSTOMEREXPERIENCES ANDBRANDS MUST USETHE DATA TOCREATE THOSEEXPERIENCES"

WHAT ISDRIVING

CONVERSIONS?

White Papers Ebooks Best Practice Guides Webinars Reports Email

BUT...

RICH CONTENTISN’T ENOUGH.QUALITY IS AMUST!

"MARKETERSMUST THINK

BIGGER THANA ONE NIGHT

STAND!”

AFTER THE DOWNLOAD,CONVERSIONS DEPEND

ON 3 THINGS…

WAS THE ASSETVALUABLE?

HOW FAST DIDTHE COMPANY

FOLLOW UP?

“FOLLOW UP WITHIN 1

HOUR YIELDS7X GREATERLIKELIHOOD

OF CONVERSION”

SOURCE: HUBSPOT

DID THECOMPANYSTAY INTOUCH?

“LEADS ARE THE INDICATOR OF A MARKETERS ABILITY TO EXECUTE, COMMUNITY IS AN INDICATOR OF A BRANDS ABILITY TO BUILD LOYALTY”

@danielnewmanuv

IN THE AGE OF DIGITALTRANSFORMATION, THE

MARKETER MUST DO BOTH.

KEYS TOBRIDGING DATADRIVEN WITHCUSTOMER

EXPERIENCE

5

DIGITALTRANSFORMATIONREVOLVES AROUND

CUSTOMER EXPERIENCE

DATA DRIVENMARKETING IS A

CATALYST FOROPTIMIZED TOUCH

POINTS AND IMPROVEDPERSONALIZATION

BUILD YOUR LIST, BUILDYOUR COMMUNITY, BUILD

YOUR FUNNEL…EVERYTHINGIS MEASURABLE

MICRO OBJECTIVESLEADS

CONVERSIONSOPPORTUNITIES

REVENUE

MACRO OBJECTIVESPROFIT

RETENTION SATISFACTION

ADVOCACY

We measure because we can, but we market because we know

that the difference between good companies and great companies isn’t in their data, but in their ability to use data to create…

Remember

The Right ExperienceAt the

Right time For the

Right Customer…

It’s all about…

THANK YOU!GET IN TOUCH

TWITTER:@DANIELNEWMANUV

EMAIL:DANIEL@FUTURUM.XYZ