Winning with BIG DATADrive Marketing ROI across all Channels & Campaigns

@tkahlow@BOLoptimized

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Why Big Data? Why now?Pace of change

Companies: Large and small

Industries: Old & young

Customers: b2b, b2c, male or

female, rich or poor

Change, big change

Found myself frequently answering these questions on behalf of marketersI believe

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Greatest Company AssetCustomer RelationshipEnterprise Value Paradigm

Data becomes the introduction, enabler & insight into those relationships*

Not IP

Not Brand

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CUSTOMER RELATIONSHIPS =Greatest Company Asset.

NOT Product- obsolete

NOT IP- intellectuallylessvaluable

NOT Brands... irrelevant *

Age of the CustomerEmpowered buyers, disruptive digital innovationserase traditional competitive advantagesthe next wave will come from deep customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does.

Empowered buyers, disruptive digital innovationserase traditional competitive advantagesthe next wave will come from deep customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does.*

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Im Thad Kahlow @TkahlowCEO BusinessOnline14 years Digital MarketingB2B/B2C High Consideration- lead to sale B2B Magazine Interactive Agency yearTop Agency: 3 Consecutive yearsThrilled to be here today!

Allow me toDigress

GM, +100 years

1999 largest market cap US > $50B & stock @$100

< 10 years bankruptcy

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< 7 YEARS

MARKET CAP > $80B

2x+ Market cap of GM in less than ONE decade

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CEOs operate in a substantially more volatile, uncertain and complex world-IBM Study, face-to-face conversations with more than 1,500 CEOs worldwide. CEO: New normal

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Re-Invent Customer Relationships:Adopt new channels to engage & stay connected with customers.Draw more insight from datamake customer intimacy priority #1SolutionCEOCEOs believe #1 goal is to get closer to customer-IBM Study, face-to-face conversations with more than 1,500 CEOs worldwide.

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Deliver Value to Empower CustomersDigital revolution- forever changed balance of power between individual & institution

Foster Lasting ConnectionsCultivate meaningful relationshipsthroughout life cycle

Capture Value, Measure ResultsJustify financial results

SolutionCMO

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Simplify please

Why Data?

Why now?

BecauseCustomers have control & fundamentals have changedBarriers to entry are minimal, competition can enter and win quicklyCustomer Relationships become our largest asset Data is introduction, enabler & insight

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From push to pull Marketing From Brand First to Customer First

Where customers have control*

Win withData

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Programs that efficiently and effectively generate leads/conversions that turn into salesThe PrimaryMarketing Challenge

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Customer JourneyValidated ScoreAttributePersonalizeClose the LoopClose the LoopAttributeSuccessDriveBusinessPerformanceMore Effective SalesStrategy StartsData Framework

Needs helpFirst: close the loop then derive insights from the customer journeySecond: attribute what worked what didnt, use that to score channels, behaviors and conversionsLast- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/process

Not sure how the stop light is telling the sales effectiveness story?*

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MapCompany Buying Journey

Empathetic approach- what customers need each phase of the journey- their mindset

Multiple Roles-2-10

Not Linear-frenetic & frenzied

Alignment- marketing strategies and tactics to customer needs align sales to provide value at the right time.*

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Digital Marketing ActivitiesAlign Customer Buying JourneyNurture to saleInfluence newKey Decision Makers1-1 Engagement & NurturingAlign TL to DifferentiationRemarketingCROAmplify Customer WOMSocial Proof Persuasion SharingThought Leadership (TL) Builds TrustPrecision Advertising- Create DemandCreate CONTENT to solve customers specific needsUnderstand the needs of your CUSTOMERS throughout the CBJCONNECT your customers with that content

Great marketers focus on people their needs, behaviors, intentions, wants Avoiding the shiny temptations of marketing solely to things like devices, channels, technologies. Never been more critical Staying focused on the people and motivationsmarketers can catch an incredible wave of opportunity.

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Great marketers focus on people their needs, behaviors, intentions, wants Avoiding the shiny temptations of marketing solely to things like devices, channels, technologies. Never been more critical Staying focused on the people and motivationsmarketers can catch an incredible wave of opportunity.*

Close the LoopStep 1

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AwarenessEngagementConversionSALEAwareness: PPC , SEO, Display, Social, Email

Usage Engagement: Bounce, Page Views, Visits, Frequency

Content Engagement: Newsletters, Blogs, Videos, Webcasts, product pages Conversion: Request a quote, contact, dealer locator, initiated lead, completed lead, registration, #800Measured in isolation:Single Channel to Lead : CPLSilo Engagement: Avg page views

CommonApproach to Measurement

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Need to clean a bit- showing measurement from channel to lead (blue arrow)*

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Derive Deep Customer InsightsConnected Marketing Technology

Web AnalyticsBusiness SystemsChannel Data

Customer IntelligenceCustomer Insights drive Business Performance:Connect + collect data at the individual level, unearth customer insights Performance attribution: channels, content, distributor, offer, etc to a sale.Cut whats not working, reinvest in what is- improve ROI.Grow scale, efficiency and effectiveness

companies are seeing an average 15-18% Lift in Revenue As result of implementingclosed-loop & Optimizing

- Tina Moffett, Attribution Analysts Forrester Research

B2B companies are seeing an average 15-18% Lift in Revenue Result of implementing a closed-loop & optimizing *

Attribute SuccessStep 2

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TypeApproachBasic AdvancedPrimaryAttribution Model Types

According to Tina Moffett, Forrester Researchs lead analyst on Attribution Analytics, B2B companies are seeing an average of 15-18% lift in revenue as a result of implementing a closed-loop attribution system and then optimizing Marketing programs based on the more sophisticated

Rules-based approaches. Attribution based on rules including even-weighted, position based, and time-decay models allows marketers to assign fractional values to each marketing contact based on predetermined rules (see Figure 2).3 Marketers and their vendors can also create custom weights based on their own analysis and the assumptions of their business and industry. The downside to a rules-based approach? Marketers often view it as an arbitrary way to assign values to each marketing touchpoint, leading some to see it as no better than first-touch/last-touch attribution.

Advanced statistical approaches. Advanced attribution approaches leverage statistical or probabilistic models that produce and assign appropriate values to each interaction (see Figure 3). The model is based on past customer interaction behavior data, which drives the appropriate