metrics-driven demand generation in an increasingly multichannel world
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Copyright 2013, Anametrix, Inc.
METRICS-DRIVEN DEMAND GEN INA MULTICHANNEL WORLD
Copyright 2013, Anametrix, Inc.
The New Marketing Challenge
63% of CMOs believe return on marketing investment (ROMI) will be the most important measure of their success by 2015. The 2011 IBM Global Chief Marketing Officer Study
Yet…more than 70% of CMOs feel they are underprepared to manage the explosion of data and “lack true insight.” Forbes April 2012
Copyright 2013, Anametrix, Inc.
2011 U.S. Ad Spending vs. Consumer Time Spent by Media
TV Print Web Radio Mobile
43%
29%
16%
11%
1%
40%
6%
22%
9%
23% Ad Spend per MediaTime Spent per Media
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
Copyright 2013, Anametrix, Inc.
1. Know thy audience!
2. Identify the right “engagement” channels
3. Engage your audience at the right time with the right message
4. Leverage a mix of inbound and outbound marketing tactics
5. Understand your “Conversion Funnel”
6. Experiment
7. Measure, monitor, optimize
7 Keys to Effective Marketing
Copyright 2013, Anametrix, Inc.
Inbound Marketing vs. Outbound Marketing
Copyright 2013, Anametrix, Inc.
• Go where your customers are
• Create relevant content
• Leverage different channels for different purposes
• Empower your community managers
• Power the community
• Measure, monitor, optimize across segments, channels, campaigns
The Engagement Mandate
Copyright 2013, Anametrix, Inc.
Life Cycle Content
Attract / Engage Convert Retain
Blogging White papers Email newsletters
Online press releases Explanatory videos Social media content
InfographicsCustomer video testimonials
Customer support content
Surveys and trend data Case studies Product tours
Viral video Data sheets Webinars
Social media content Product reviews Blog
Podcasts Webinars Contests
Blog and forum comments
Advertising and search landing pages
Contests
Online / Offline Ads
Copyright 2013, Anametrix, Inc.
The New Conversion Funnel
Copyright 2013, Anametrix, Inc.
• Understanding customer engagement across silos
• Solution: Multichannel data integration
The Multichannel Challenge
Copyright 2013, Anametrix, Inc.
• Focusing on top-line performance without the necessary context to create real understanding of the interrelationships leading up to them
• Solution: Segmentation
The Multichannel Challenge
Copyright 2013, Anametrix, Inc.
• Capturing only the state of the system, but failing to describe the actual levers of change
• Solution: System reporting with multichannel integration and embedded segmentation
The Multichannel Challenge
Copyright 2013, Anametrix, Inc.
• # of Facebook fans v. % feedback and # of impressions
• # of Twitter followers v. engagement
• Social Mentions v. Social Mention impact on Cost Per Acquisition (CPA)
• Social Shares v. Virality Index correlation to Purchases and CPA
• Email open rate or Click-thru-rate (CTR) v. Email conversion rate
• Customer response segmentation by campaign
• Cross-channel Campaign ROI comparison
Choosing the Right Metrics
Copyright 2013, Anametrix, Inc.
Performance Overview
Copyright 2013, Anametrix, Inc.
Campaign Analysis
Copyright 2013, Anametrix, Inc.
Social Insights
Copyright 2013, Anametrix, Inc.
Channel Insights - Email
Copyright 2013, Anametrix, Inc.
• Predictive Analysis
• Automation
What’s Next
Copyright 2013, Anametrix, Inc.
Pelin ThorogoodCMO
Pelin@anametrix.com
www.anametrix.com
Thank you
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