Data Driven Marketing

Too Much Data, Not Enough Insights

AI Powers

Personalized

Marketing at the

Crossroads of Trust

"State of Marketing," Salesforce Research, December 2018

Executive Summary

More Customer

Data Sources Up

the Ante for Identity

Resolution

Marketers Continue

to Strive for Real-

Time Consumer

Engagement

Marketing is at the

Center of

Connecting

Customer

Experiences

It’s a Fragmented Marketing World

Marketer

PAID DIGITAL ADS

PAIDTRADITIONAL ADS

PROGRAMMATICADS

AGENCY REPORTING

EMAIL, MOBILE, SOCIAL

WEB ANALYTICS SALESCRM, LOYALTY.

SERVICE

MULTIPLE GOALS, CAMPAIGNS, CHANNELS, AND TECHNOLOGIES

MULTIPLE REGIONS, BUSINESS UNITS, PRODUCTS

What is

our ROI?

Where should

we spend

next?

Marketers Lack a Single Source Of Truth

Your speaker

Brendan Kyle

Head of Digital APAC,

Salesforce

Marketing intelligence in a B2B

organisation

Brendan Kyle

Head of Digital, Salesforce APAC

Salesforce - one of the biggest advertisers globally

Sales & Service Einstein

Financial

ServicesHealth CloudManufacturing

Government Transportation

& HospitalityRetail

Countries, Audiences & Channels

Collaboration

Commerce

Tier 1 Locales

Australia Singapore India

Hong Kong Malaysia Taiwan Thailand

Tier 2 Locales

Solutions

SMB /

EssentialsSales Service Marketing

Communities Platform

Industries

Digital Marketing Success Metrics

Valid Leads

● Sales Development

Representative accepted

response

Pipeline

● Pipeline from Account

Executive accepted

(stage 2) opportunity

Annual Contract Value (ACV)

● Closed pipeline attributed

via lead source

Form fills

● Downloading gated

content

● Gated Demo’s / Trial’s /

Guided Tours

● Event registration

Pipeline / Closed ACV

Primarymetrics

Valid Leads Primary metrics

Form Completes

Secondary metrics

Salesforce Digital Marketing Challenges

● Transparency, Speed & Growth

● Daily reporting of spend, on-site performance &

CRM data

● Manual pacing for spend & goals

● Reactive reporting for marketing & sales leaders

● No easily accessible segmented performance data

● Platform cost data i.e. Adwords

● Salesforce Wave Dashboards

● Onsite Analytics - GA360

● Business Objects

● Health of Business

● Kelly Burrows / Barometer reports

Existing Data Sources

Background

Before Data driven insights

Google Sheets:

Budget / Spend

Platform data (clicks), on-site data

Backend data (leads & pipeline)

Datorama:

Cross-channel visibility to see

what channels, campaigns, and

content best drive our KPIs

Journey to marketing intelligence

FebruaryGoogle Ads campaign names were updated

AprilDashboards built for

geo, cloud & segment

JanuaryAccess +

Implementation Plan

MarchLinkedIn, Facebook

etc campaign names updated

AprilMarketing

Enablement + Ad Hoc reporting

FebruaryUpdated all Salesforce

campaign ID’s

January 2019

JanuaryCRM Data

Implementation

MarchDatorama team

mapped our CRM data to paid campaigns

Training modules completed

May 2019

Salesforce campaign ID pipeline metrics sent to

Datorama via FTP

Vendor name & Cloud abbreviation need to be

updated

GS_AU_EN_Brand_Salesforce|SALESCLOUD

How Datorama has helped the digital marketing team

● Provide shareable dashboards to marketing & sales leaders

● Ability to make budget / investment decisions

● Clear ROI reporting

● Forecasting business outcomes based on channel performance

● Compare cloud, geo & segment performance

● Benchmark performance for digital campaigns from click > lead > oppty

What’s next?

● Mapping of non-digital tactics (lead buy etc)

● Organic (direct / SEO) use case and feasibility

● Bots & AI to help unify data, goals and KPI’s

Questions?

Datorama: Booth 15/16