frakture 4 fold webinar presentation 2015-04_23
TRANSCRIPT
Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import Marketing Consultants Node.js Touch Mobile Cloud Marketing Math
Regression Analyze Testing Message Production Actionable Insight Analytics 2.0 Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO
Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed
Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import Marketing Consultants Node.js Touch Mobile Cloud Marketing Math
Regression Analyze Testing Message Production Actionable Insight Analytics 2.0 Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed
Agenda
Agenda
* Intro/logistics/waiting for slackers
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
* Exactly how screwed are we?
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
* Exactly how screwed are we?
* The Four-fold path to Data Nirvana
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
* Exactly how screwed are we?
* The Four-fold path to Data Nirvana
* Oh, and Bots
Data on People Matters
Standing OUT
Data on People Matters
Standing OUTIncreasing Revenue & Actions
Data on People Matters
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
demands knowledge of audience:
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
Mediums
demands knowledge of audience:
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
MediumsOffer
demands knowledge of audience:
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
MediumsOffer
Value proposition
demands knowledge of audience:
Consumer Decision Cycle
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Aware
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Aware
Considering
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Aware
Considering
Decision
How Do We Know … DATA!O
bjec
tive
Psyc
holo
gica
l
General Class Behavior Specific
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
Personality TypeLifestylePsychographic CategoryValue Category
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
DonatesAttendsActsRefersShares / CommentsOpens
Personality TypeLifestylePsychographic CategoryValue Category
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
DonatesAttendsActsRefersShares / CommentsOpens
Personality TypeLifestylePsychographic CategoryValue Category
Survey OpinionsAttitudesBeliefsChange of Life StageDecision Stage
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
65% of Organizations say that integrating
multiple data sources is a challenge
Why can’t we do it (well) now?
DATATOO many technologies, not enough TIME
Ever increasing number of channels of communication
#1
Source: http://blog.neolane.com/conversational-marketing/big-data/
Data Integration and Analytics are Manual and Expensive
Turning insight into action
Once you HAVE good data, getting it to your organizers is HARD.
2018 Data Analyst Shortage
#2
#3
Tools that do all three of these things well and make it simple do not exist
Good Data Analysts and Engineers are rare, and their time is EXPENSIVE
Why can’t we do it (well) now?
Sound familiar?
Sound familiar?
“Our database of record can’t do that?”
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
“We need to hire more people”
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
“We need to hire more people”
“I wish we could target …..”
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
“We need to hire more people”
“I wish we could target …..”
Other?
The Four-Fold Path to Data Nirvana
The Four-Fold Path
Create an integration ecosystem (not just point to point)
Stage #1: Integration
Deploy (and feed) a Warehouse Beast
Stage #2: Warehousing
KPI’s
Cross-channel impressions, interactions, actions
Return on Investment
Retention, time, break even and lifetime value
Stage #3: Reporting
! Retargeting
+ Google Ads
240k Impressions/$1.5k
243.2k Impressions/$3k30k Impressions/$2k
72k Impressions/$.5k
ENGAGEMENT ROI REPORT Sept 1 - 31, 2014
585.2k Impressions /$7k Spent400
% IMPRESSIONS / COST BY CHANNEL & INTERACTIONS / COST BY CHANNEL
0
60k
120k
180k
240k
$1K $2K $3K
' ACTIONS / COST BY CHANNEL ( REVENUE / COST BY CHANNEL
% IMPRESSIONS / DOLLAR
' ACTIONS / DOLLAR
& INTERACTIONS / DOLLAR
( REVENUE / DOLLAR
IMP
RE
SS
ION
S
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INT
ER
AC
TIO
NS
DOLLARS SPENT
RE
VE
NU
E
DOLLARS SPENT
AC
TIO
NS
DOLLARS SPENT
160
8115
144
761 Actions /$7k Spent.39
2.3k Interactions/$7k Spent2.8
$25.9k Revenue /$7k Spent$12.51
! Retargeting
+ Google Ads
200 Interactions/$1.5k
523 Interactions/$3k
423 Interactions/$2k
1132 Interactions/$.5k
.13
.17
.212.3
! Retargeting
+ Google Ads
103 Actions/$1.5k
451 Actions/$3k
157 Actions/$2k
50 Actions/$.5k
.07
.15
.08
.1
! Retargeting
+ Google Ads
$8.5k Revenue/$1.5k$12.4k Revenue/$3k$5k Revenue/$2k
$100 Revenue/$.5k
$5.69$4.12$2.50$ .20
Retargeting FacebookGoogle AdsEmail
Retargeting FacebookGoogle AdsEmail
Retargeting FacebookGoogle AdsEmail
0
300
600
900
1200
$1K $2K $3K
0
125
250
375
500
$1K $2K $3K
0
$3.1k
$6.2k
$9.3k
$12.4k
$1K $2K $3K
Create targeting segments for all your communication channels
Stage #4: Empowerment
Stage #4 (bonus!) >
Freedom to Experiment & Innovate
You may need some help: Bots! >
Routing data and feeding the Beast
The result? Better engagement >
When smart Bots work with smart people to solve the hard problems, you’re freed up to do creatively engage your audience in a way that robots can’t… Authentically.
Turn your IT and Marketing teams from a team of 5 to a team of 50
Use the time-savings to make your data
actionable
Close the loop between analytics, campaign
production and delivery
www.frakture.com [email protected]
twitter.com/fraktureinc
Data management >
Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute.
Move on from mayhem and chaos
Data management >
Tip #5: Be strategic about the questions you want your data to
answer.
Solving the integration crisis > Tip #4: Design so smart people do
smarter things
Data management >
Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute.
To order and understanding
15DM1XXLV 15ONGXXLO 15DM3XXLV
…. …. ….
Once your data is integrated >
! Retargeting
+ Google Ads
240k Impressions/$1.5k
243.2k Impressions/$3k30k Impressions/$2k
72k Impressions/$.5k
ENGAGEMENT ROI REPORT Sept 1 - 31, 2014
585.2k Impressions /$7k Spent400
% IMPRESSIONS / COST BY CHANNEL & INTERACTIONS / COST BY CHANNEL
0
60k
120k
180k
240k
$1K $2K $3K
ACTIONS / COST BY CHANNEL REVENUE / COST BY CHANNEL
% IMPRESSIONS / DOLLAR
' ACTIONS / DOLLAR
& INTERACTIONS / DOLLAR
( REVENUE / DOLLAR
IMP
RE
SS
ION
S
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INT
ER
AC
TIO
NS
DOLLARS SPENT
160
8115
144
761 Actions /$7k Spent.39
2.3k Interactions/$7k Spent2.8
$25.9k Revenue /$7k Spent$12.51
! Retargeting
+ Google Ads
200 Interactions/$1.5k
523 Interactions/$3k
423 Interactions/$2k
1132 Interactions/$.5k
.13
.17
.212.3
! Retargeting
+ Google Ads
103 Actions/$1.5k
451 Actions/$3k
157 Actions/$2k
50 Actions/$.5k
.07
.15
.08
.1
! Retargeting
+ Google Ads
$8.5k Revenue/$1.5k$12.4k Revenue/$3k$5k Revenue/$2k
$100 Revenue/$.5k
$5.69$4.12$2.50$ .20
Retargeting FacebookGoogle AdsEmail
0
300
600
900
1200
$1K $2K $3K
Get the reporting you need.
Engagement reports
Cross-channel ROI
! Retargeting
+ Google Ads
240k Impressions/$1.5k
243.2k Impressions/$3k30k Impressions/$2k
72k Impressions/$.5k
ENGAGEMENT ROI REPORT Sept 1 - 31, 2014
585.2k Impressions /$7k Spent400
% IMPRESSIONS / COST BY CHANNEL & INTERACTIONS / COST BY CHANNEL
0
60k
120k
180k
240k
$1K $2K $3K
% IMPRESSIONS / DOLLAR
' ACTIONS / DOLLAR
& INTERACTIONS / DOLLAR
( REVENUE / DOLLAR
IMP
RE
SS
ION
S
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INT
ER
AC
TIO
NS
DOLLARS SPENT
160
8115
144
761 Actions /$7k Spent.39
2.3k Interactions/$7k Spent2.8
$25.9k Revenue /$7k Spent$12.51
! Retargeting
+ Google Ads
200 Interactions/$1.5k
523 Interactions/$3k
423 Interactions/$2k
1132 Interactions/$.5k
.13
.17
.212.3
! Retargeting
+ Google Ads
103 Actions/$1.5k
451 Actions/$3k
157 Actions/$2k
50 Actions/$.5k
.07
.15
.08
.1
! Retargeting
+ Google Ads
$8.5k Revenue/$1.5k$12.4k Revenue/$3k$5k Revenue/$2k
$100 Revenue/$.5k
$5.69$4.12$2.50$ .20
Retargeting FacebookGoogle AdsEmail
0
300
600
900
1200
$1K $2K $3K
Segment performance…
And data where you need it
Raw Data FeedGet nightly dumps of all transactions across all channels: cleaned; id’d, and attributed.
Multiple FormatsExport all statistics and messages to spreadsheets, for your own projects
Targeting GroupsCreate segments in your CRM, email system, online ad system, etc. based on cross-channel information.
Unique ID’sEstablish unique ID’s across all your different databases