the truth about cross-channel attribution... and why it does not have to be so painful
TRANSCRIPT
The Truth About Marketing Attribution and ROI
…and why it does not have to be so painful
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Please send questions using the online interface
Attendees muted upon entry
Webinar Housekeeping
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• Introduction to Birst
• Master Cross-Channel Measurement Metrics and Landscape
– Forrester Research
• Demo
– How to use Birst for Marketing Analytics
• Q & A
Agenda
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Featured Speakers
Carl TsukaharaChief Marketing OfficerBirst
Tina MoffettAnalyst, Customer IntelligenceForrester Research, Inc.
Paula BurtonSr. Solutions EngineerBirst
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Who is Birst?
“ No. 1 in product functionality and customer (that is, product quality, no problems with software, support) and
sales experience.”
2014 Business Intelligence and Analytics Magic Quadrant
• Leader in Enterprise Analytics & BI
• World-class capability at LOB speed
• One platform for multiple use cases
Attribution Propensityto Buy
CustomerAnalytics
CampaignScorecards
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Birst is Used by 1000s of Global Organizations
Sample Key Partners
Master Cross-Channel Measurement Metrics and Landscape
Tina Moffett, AnalystJune 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Connected bodies
Connected cars
Connected doughnuts?
The world around us has changed . . .
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
› Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013; Forrester Research World Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Global); and Forrester Research World Tablet Adoption Forecast, 2013 To 2018 (Global)
. . . and mobile accelerated that shift
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A 20-year business cycle in which the most successful enterprises will
reinvent themselves to systematically understand and serve increasingly
powerful customers
We are in the age of the customer…
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… and our customers are everywhere across today’s digital ecosystem.
61% of online adults are “always addressable”
– using at least 3 internet connected devices from multiple different locations, multiple times a day.
Source: Forrester’s North American Technographics Online Benchmark Survey (Part 1), 2015
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The spotlight is on measurement and analytics to track these customer
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Agenda
› Current trends of cross-channel measurement
› Benefits and challenges of cross-channel measurement
› Capabilities needed to measure marketing effectiveness
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Agenda
› Current trends of cross-channel measurement
› Benefits and challenges of cross-channel measurement
› Capabilities needed to measure marketing effectiveness
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68% of customers use Internet-
connected devices while watching TV
How is your brand measuring this today?
Base: 22826 US Online Adults 18+ (Online Weekly or More)Source: North American Technographics Online Benchmark Survey (Part 2), 2013
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Source: The CMO Survey, cmosurvey.org, August 2014, Top Line Results
…..probably not well.To what degree is your company leveraging marketing analytics to
answer its most challenging marketing questions?
How effectively does your company integrate customer information across purchasing, communication and social
media channels?
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B2B marketers struggle with analytics
Only 10% feel they are
effective with analytics
Source: Metrics That Matter For B2B Marketers
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B2B Marketers do not leverage predictive analytics
Source: Metrics That Matter For B2B Marketers
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Source: How Customer Activation Better Wins And Serves Business Buyers
The right data helps B2B marketers engage and serve their customers
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Source: 2014 State of Customer Analytics Survey Forrester/Burtchworks
Improve customer retention
Increase customer engagement
Improve data-driven focus of organization
Increase customer acquisition and targeting
Increase marketing performance
25%
26%
36%
41%
42%
For marketers, measurement helps them…
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Agenda
› Current trends of cross-channel measurement
› Benefits and challenges of cross-channel measurement
› Capabilities needed to measure marketing effectiveness
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What is cross-channel attribution?
The practice of using advanced statistical approaches to allocate proportional credit to marketing communications and media activity across all channels, that ultimately lead to the desired customer action.
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› Source: “Use Cross-Channel Attribution To Understand Marketing Effectiveness”
ALGORITHMIC ATTRIBUTION uses advanced
models to allocate credit
Organic Search Direct Facebook Direct
Mail PPC
$100
$25 $13 $7 $15 $40Contribution Contribution Contribution Contribution Contribution
Organic Search Direct Downloaded
ContentAttended Webinar
Sales interaction
1st interaction 2nd interaction 3rd interaction 4th interaction 5th interaction
Benefits
› Proves the value of marketing
› Identifies highly qualified leads
Challenges
› Long sales cycles
› Influencers vs. decision makers
› Sales teams
For B2B Marketers, attribution proves the value of marketing
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Cross-channel attribution provides multiple benefits› 92% use advanced attribution
to allocate future marketing dollars
› 88% use advanced attribution to gain true performance metrics and insights across different channels.
› 81% use advanced attribution to measure the true attributed cost
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Case Study: Large B2B firm leverages attribution to uncover marketing drivers
› Summary: Large B2B firm, $14B in revenue, commercial and government space.
› Challenge: Longer sales cycle made it difficult to track marketing and media performance. They wanted to gain a better handle on marketing and media performance, specifically what interactions drove marketing qualified leads (MQLs) and revenue down the funnel.
› Approach: Employ advanced algorithmic cross-channel measurement approach with account-level models to better understand impact of direct response and media channels.
› Result: Referral marketing and direct response channels actually drove less MQLs and sales. Able to identify more clearly the source of web traffic and was able to filter out leads.
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But, roadblocks hinder development of solid measurement and analytics strategies.
Source: 2014 State of Customer Analytics Survey Forrester/Burtchworks
47% ensuring data quality from various sources
managing data from a variety of sources38%
35% hiring talent to manage measurement and analytics
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Agenda
› Current trends of cross-channel measurement
› Benefits and challenges of cross-channel measurement
› Capabilities needed to measure marketing effectiveness
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84% of marketers seek outside help with
measurement and analytics
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Cu
rre
nt
Ca
pa
bil
itie
s
Attribution Approach What is the advanced approach used for attribution modeling?
Data management What is the automation capabilities to extract, load, and process marketing, media, and transaction data?
Partnerships Can the tool connect into media buying systems?
Reporting and Analysis
What type of dynamic reports does the tool have (cross-channel, campaigns, halo effect reports)?
Activation
Does the tool activate insights?
Does the tool recommend digital media buying thresholds?
Tool Is the tool accessible, easy to use, and can fit my insights and optimization needs?
Dynamic insights and optimizations are must have capabilities
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Enterprises leverage attribution tools to measure more effectively
Source: The State Of Cross-Channel Attribution Technologies 2015
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Advanced approaches, and dynamic reports are in high demand
Flexibility of cross-channel attribution metrics,
reporting, and analysis
Source: The State Of Cross-Channel Attribution Technologies 2015
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Source: The State Of Cross-Channel Attribution Technologies 2015
Tools must improve…or marketers will walk
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How do I get started?
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Develop a core plan before embracing cross-channel attribution
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RESULTS
• Decrease cost of customer acquisition by personalizing offers
• E.g. catalogs mailed to targeted list of recipients rather than to a randomly selected list, resulted in 75% to 80% lift in catalog revenue
• Attribution analysis to reduce the number of marketing touch points (each touch point = $)
CHALLENGES
• Analyzing customer browsing behavior and social interactions across 6 web properties that make up Build.com brand
• Identifying most valuable customers
WHY BIRST?
• Ease of implementation
• Birst commitment to customer success
• Selected Birst over Domo and LogiXML
Increase customer life time value & decrease acquisition costs
Data Sources:
“Birst was the first solution where the ease of implementation, ease of importing data and automating the process was better than anyone we looked at so far.”
- Brandon Proctor, VP of Marketing
75% UPLIFT IN CATALOG SALES
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Birst Solutions Differentiation TRUSTED DATA VIARAPID INTEGRATION
TRANSPARENT DATA ACCESS, IN CONTEXT
FAST AND SIMPLIFIEDLOW MAINTENANCE
6 Week Go LiveCloud or on Premise
Navigation and analysis of data in a Business Context, Without
Technical Know How
A Trusted and Secure version of the truth – via automated alignment of Data Sources
Data Warehouse
RDBMS
Low Cost and TCOSubscription-based
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Demo
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Summary – Birst Customers Are the Industry’s Happiest
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Qlik
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0%
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50%
60%Positive
Nega-tive
Gartner Group Survey of Business Intelligence Customers, Aug 2014
Product Evaluation Frequency(Number of Unique Quarterly Pageviews)
Full-Stack Business Intelligence Platforms TrustMap™
5.0
4.5
4.0
3.5
3.0
2.50 2,400 4,800 7,200 9,600 12,000
Avera
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Rati
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Trust Radius Survey of Full Suite BI Clients, December 2014
“This is a significant shift, indicating that 2014 may be a tipping point for cloud adoption as data gravity shifts to the cloud.” – Rita Sallam, Research VP, Gartner
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Questions
Learn more about Birstwww.birst.com
Live Demo: www.birst.com/livedemo
Every Tue/Thu at 11 AM PT
Contact us866-940-1496 415-
766-4800
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Thanks