How to Close the Loop on Data-Driven Creative
18
CLOSING THE LOOP ON CREATIVE AND DATA-DRIVEN MARKETING Mike Ballard @mballard5574 Head of B2B Digital Marketing Lenovo Adam Kleinberg @adamkleinberg CEO/Co-Founder Traction
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Transcript of How to Close the Loop on Data-Driven Creative
CLOSING THE LOOP ON CREATIVEAND DATA-DRIVEN MARKETING
Mike Ballard
@mballard5574
Head of B2B Digital Marketing
Lenovo
Adam Kleinberg
@adamkleinberg
CEO/Co-Founder
Traction
8THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
Source: Spiceworks, “Tell us about your Lenovo project,” Jan 2015
15THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
• Engagement Up 300-400%
• CTR up 300%
• VCR from 50% to 79%
• Unsubscribes Down 50%
• Read vs. Skim Rate 60% to 85%
• Qualified Leads Up 250%
16THIS DOCUMENT IS PROPRIETARY AND CONFIDENTIAL.
MIKE: but also how you look for bacon to validate the success of the work