Focus on Message; Not Machinery: 7 Tips to Work Smarter with Data
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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 Your Engagement Army
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Transcript of Focus on Message; Not Machinery: 7 Tips to Work Smarter with Data
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
Your Engagement Army
65% of Organizations say that integrating
multiple data sources is a challenge
The problem >
DATA
The amount of data available is increasing exponentially. And each one is slightly different. Direct Mail, TV, YouTube Pre-roll, online ads, Twitter, Google+, Facebook, etc. all require unique expertise, are used differently, and produce different data.
Communication Channels have Exploded
TOO many channels, too many data sources
#1
The problem >
Source: http://blog.neolane.com/conversational-marketing/big-data/
Data Integration and Analytics are Manual and Expensive
> Good cross-channel Business Intelligence requires huge domain expertise
> It’s impossible to accurately be everywhere you need to be (Google+?, Pinterest?, etc.)
Turning insight into actionOnce you HAVE good data, extracting and getting to real engagement is hard
2018 Data Analyst Shortage
#2
#3
Tools that do all three of these things well and make it simple do not exist
> Data analysts are expensive> Lack of Good Candidates
> 140,000-190,000: Shortage by 2018 of people with deep data and analytical skills among US Companies
> Lack of common export formats and connectors> Thousands of legacy technologies
A lack of… Clean Data Sources,
Channel Expertise & TIME
The problem (cont.)>
Why poor data integration?
Limitations of the database of record
Point-to-point myopia and costs
Only a new database will fix this
Solving the integration crisis >
Tip #1: Create a system, not a pipe
Tip #2: Make your strategy = the right data to the right system
Solving the integration crisis >
Solving the integration crisis >
Tip #3: Plan for plug and play
Solving the integration crisis > Tip #4: Design so smart people do
smarter things
Our solution: Bots! >
Frakture Bots are >
Programs and scripts that interact with you and your team, and expand your team into an Army.
From menial repetitive tasks, to advanced analytics and modeling….
There’s a Bot for that.
Our data management system >
Bots Automate the Hard StuffData Integration & Cleaning
Cross Channel Metrics
Attribution and Identity
Access Management
Move people, segments, and transactions seamlessly between different platforms
Calculates metrics and KPI’s across channels, and delivers to your own database, or our standard Reports
Track people across multiple channels. Attribute transactions and revenue automatically, or with our advanced Source Code Library.
Password and access management for all your platforms … even those that don’t have them natively.
Data management >
Tip #5: Be a source code fanatic. Attribute. Attribute. Attribute.
Move on from mayhem and chaos
Data management >
Tip #5: Be a source code fanatic. Attribute. Attribute. Attribute.
Or let Bots deal with codes like this:
15DM1XXLV-EMAIL 15DM1XXLV-FB 15DM1XXLV-TW
15ONGXXLO 15DM3XXLV
…. …. ….
Data management >
Tip #6: Standard metrics go a long way.
Impressions, interactions, actions
Return on investment
Retention, time, break even and lifetime value
Data management >
Tip #7: Be strategic about the questions you want your data to
answer.
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
' 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
Segment performance
Ad channel comparison
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
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
