metrics-driven demand generation in an increasingly multichannel world

Copyright 2013, Anametrix, Inc.

METRICS-DRIVEN DEMAND GEN INA MULTICHANNEL WORLD


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

http://turbotodd.wordpress.com/2011/10/11/ibm-chief-marketing-officer-2011-study-get-fast-get-social-gain-more-influence/

http://www.forbes.com/sites/davidwilliams/2012/04/16/if-you-think-a-web-analytics-tool-is-enough-think-again/


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


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


Inbound Marketing vs. Outbound Marketing


• 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


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


The New Conversion Funnel


• Understanding customer engagement across silos

• Solution: Multichannel data integration

The Multichannel Challenge


• Focusing on top-line performance without the necessary context to create real understanding of the interrelationships leading up to them

• Solution: Segmentation



• 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



• # 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


Performance Overview


Campaign Analysis


Social Insights


Channel Insights - Email


• Predictive Analysis

• Automation

What’s Next


Pelin ThorogoodCMO

[email protected]

www.anametrix.com

Thank you

metrics-driven demand generation in an increasingly multichannel world

Business