marketing analytics: making data make sense
DESCRIPTION
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.TRANSCRIPT
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How one marketing technology company gains meaning from different data sources
Making datamake sense
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Jake AtheyMarketing Director, Widen
Speakers
Nina Brakel-Schutt Brand Strategist, Widen
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Daniel Keys MoranBusiness architect, database guru, writer
“You can have data without information, but you cannot have information without data.”
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The 2014 Marketing Score ReportLooks at how 318 marketers, executives, and entrepreneurs rate their organizations
“20% of organizations do not have marketing analytics, which means they have zero insight into online behavior.”
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SOURCESOF DATA
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Social media platforms
Similarly built around people and relationships. Hootsuite, Shoutlet, and Sprinklr manage global social media programs in one platform.
CRM systemsCustomer relationship management helps manage your customer and prospect data and the activity associated withthem. Contact information, leads, campaigns, and sales opportunities can all be stored in one place.
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Email marketingAn easy way to send targeted messages to different groups of people. Builds loyalty, trust, and brand awareness.
Marketing automationThe software platforms and technologiesorganizations use to market across multiple channels (email, social media, websites).
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DAM systemsDigital Asset Management systems manage assets throughout their lifecycle, from creation and storage to distribution and preservation.
PIM systemsProduct 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 systemsA Content Management System is a web application designed to make it easy for non-technical users to add, edit and manage a website.
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Web analyticsThe 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.
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Ian MichaelsPrincipal and CEO at Gleanster Research
“If content is king, it needs a castle.” (and analytics is the queen)
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CONNECTINGTHE DOTS
The Widen story
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Big rock content
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Google analytics
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Google analytics
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Crazy egg
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Crazy egg
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Asset level analytics
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Engagement
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Customer lifecycle
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Email drip campaign
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Campaign efficacy
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Marketing dashboardLeads Planning a Project
Within 6 MonthsLeads Indicating They’re
Ready to Talk With Us
Opportunities Created Year To Date
Opportunity Types
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How our data is connected
Content is the “Lifeblood”
Customer Relationship Management
Marketing AutomationDigital Asset Management
Web Content Management
Social Media ManagementEmail Marketing
Data are the “Neurons”
Web Analytics
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DO ITYOURSELF
The right mix for you
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● 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?
Identify your data sourcesDIY analytics
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DIY analyticsDevelop 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