6. *Kneebone 3.0 Key Technology Assets
A Software-as-a-Service (Cloud) Cross-Marketing Performance
Technology that is custom configured for Marketers using
Proprietary Data Model [all data, ETL, normalized timelines, drill anywhere
anytime, event level]
Kneebone Performance Algorithm [historical average at the event level to
easily visualize performance]
Advance Visualization Technology [dashboards, reports, blocking charts]
So that marketers can…
Have a unified view of all marketing investments and performance
data
Analyze cost and history of performance
Plan future performance
*See additional information section for more 6
11. How does this help me?
• Gain new insight and make better business decisions to drive revenues
EVP • scale marketing analysis team to do more
Marketing • Relieve reliance on organizational memory of tenured employees
• Reduce reporting cycle times
Marketing • Ability to scale marketing team to perform agile analysis
• Eliminate historical data adjustments
Information flow
Directors & • Relieve reliance on organizational memory causing bottlenecks
• Automate external data sources reducing manual data manipulation
VP’s
• Automate current manual data preparation that slows or prevents analysis
Marketing • Integrate disparate data sources (internal, media, online, conditions like weather)
Managers • Speed up report development time
• Automate data adjustments
• Like all IT departments, challenged to prioritize and service multiple stakeholders
within the organization
IT • IT has a finite amount of resources; Kneebone adds to support of marketing
Department • External data like media, research, online, and external conditional not currently
within IT domain/systems
• Centralized data control vs distributed desktop/excel
15. The Implementation Process
Data Discovery
•Data audit – identify available data into categories – what is measured – in terms of dollars
and results (sales funnel), what metrics/ indicators are available (CPC, CPP, etc.)
•Requirements gathering – timing, frequency of data, high level business rules, calendar
structure fiscal vs. calendar, products, geo-mapping, etc.
•KPA for baseline – identify performance funnel measures that are strategic business drivers
Data Model/ ETL
• Design schema/ data map based on the data audit and requirements
• Receive data – QA data received, establish/ finalize business rules
• Build ETL, parsing tools to extract data, and build mapping tables for data integrity
• QA
Education
• Fisical 101 – includes the building blocks for using Kneebone (function training of the software,
cheat sheet of available fields, etc.)
• Build templates/ dashboards
• Ongoing training, eLearning
Hinweis der Redaktion
Provides a unified view of:Marketing Investments [DWH, Media, Digital, Communications, etc.] And Performance Data [Transactions, Sales, Web Hits, Units Sold, Other KPIs]Analyze Cost and PerformanceMarketing Event Level OR product, branch, channel levelsPerform test and learns faster (Champion/Challenger)Plan PerformanceUnderstand the past to plan scenarios for future marketing spend
Provides a unified view of:Marketing Investments [DWH, Media, Digital, Communications, etc.] And Performance Data [Transactions, Sales, Web Hits, Units Sold, Other KPIs]Analyze Cost and PerformanceMarketing Event Level OR product, branch, channel levelsPerform test and learns faster (Champion/Challenger)Plan PerformanceUnderstand the past to plan scenarios for future marketing spend