How to successfully transform your marketing using Big...

How to successfully transform your marketing

using Big Data? Use cases in Progress.

Zoran Arsovski

Director, Digital Marketing at Progress

What is Big Data?

Big data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information

processing that enable enhanced insight, decision making, and process automation.

Source: Gartner, http://www.gartner.com/it-glossary/big-data/

Why Big Data Matters to Marketing?


Use cases in Progress


Use Case #1 – Local Events

Hypothesis: personalize the progress.com (home page) to all visitors coming from

Germany and UK showing them the local events in these countries

Goal: increase the # of registrations for the local events

How we did it: using “country” data attributes in real time, as personalization trigger

What tools we used:

• GA to identify the traffic volume

• Optimizely to create and run the personalization experiment

• GA to report the results


Use Case #2 – Mobile Device Visitors

Hypothesis: Improve customer experience to all visitors coming from mobile devices by

showing them a mobile-first version of the page (vs. responsive design page)

Goal: increase the number of trials for visitors coming from mobile devices

How we did it: using “device category” data attributes in real time, as personalization

trigger

What tools we used:

• GA to identify a high mobile traffic pages

• Optimizely to create and run the personalization experiment

• GA to report the results


Use Case #3 – DevCraft Buyer Journey

Hypothesis: identify key behavior touch points of customers before they purchase our

product bundle DevCraft

Goal: increase conversion rate % between trials and purchases

How we did it: built and ran customer journey model using Google BigQuery

What tools we used:

• GA to collect all data points from the online and offline customer journey

• BigQuery to store and query the data set (run the model)

• Tableau to visualize the findings


Use Case #4 – Early License Renewal

Hypothesis: show individual offers to our current clients when they visit My Account

section on telerik.com

Goal: % increase in customer retention for current DevTools license holders

How we did it: using key/value pairs to export data from our CRM and import it to DFP

What tools we used:

• CRM to define the retention rates and create the high-return audience segments

• DFP to create and run the personalization experiment

• CRM to report the results – we used special promo codes to measure the attribution


Use Case #5 – Outdated Product Version

Hypothesis: show individual OpenEdge product upgrade offers to our current clients

when they visit any page on progress.com

Goal: decreases the time (# of days) for product upgrades to newer OpenEdge product

versions

How we did it: using key/value pairs to export data from our CRM and import it to DFP

What tools we used:

• CRM to identify the outdated product license holders (list of organizations/users)

• DFP to create and run the personalization experiment

• CRM/GA to report the results – we used dedicated “contact us” form to measure the

attribution


3 Bonus Tips to Digitally Transform Your Marketing


Get the right team and solution 1.


2. Turn marketers into technologists


3. Unify the digital experience

How to successfully transform your marketing using Big...

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