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#DFB2B 2015 - Steve Muylle, Driving digital results in B2B markets
DRIVING DIGITAL RESULTS IN B2B MARKETS
Steve Muylle, PhD
Full Professor & Partner
DISRUPTION
3
© Vlerick Business School4 © Prof Dr Steve Muylle
DISRUPT JOB MATCHING?
© Vlerick Business School5 © Prof Dr Steve Muylle
DISRUPT JOB MATCHING?
© Vlerick Business School
“GETTING AMAZONED”
6
“We seek to be Earth’s most customer-centric company
for four primary customer sets: 

consumers, sellers, enterprises, and content creators.”
- Jeffrey P. Bezos
Founder and Chief Executive
Officer Amazon.com, Inc.
© Prof Dr Steve Muylle
© Vlerick Business School7 © Prof Dr Steve Muylle
TECH VALUATIONS
DIGITAL STRATEGY
8
© Vlerick Business School © Amit Basu & Steve Muylle
DIGITAL STRATEGY
9
(Source: adapted from Bharadwaj et al. 2013)
Organizational
Performance
DIGITAL
STRATEGY
Contexts
Modes
Processes
KEY TECH TRENDS
Analytics - Big Data
Cloud Computing
Cognitive Computing
Internet of Things
Mobile - Social
KEY MARKET SHIFTS
Customer Behavior
Digitization of Products
New Business Models
Redefined Ecosystems
© Vlerick Business School © Amit Basu & Steve Muylle10
PROCESSES
Source: Basu Amit and Steve Muylle, How to plan E-business Initiatives In Established Companies, 

MIT Sloan Management Review, Vol. 49, No. 1, lead article, pp. 28-36, Fall 2007.
© Vlerick Business School11
SIEMENS LIFE PORTAL
Source: Stefaan De Moor, Service Director, Siemens NV, Stefaan.de_moor@siemens.com
© Prof Dr Steve Muylle
RESULTS
12
© Vlerick Business School13
ORGANIZATIONAL PERFORMANCE
How does your firm evaluate 

the success of its customer facing
digital initiatives?
© Prof Dr Steve Muylle
© Vlerick Business School14 © Prof Dr Steve Muylle
DIGITAL ADVERTISING REVENUES
© Vlerick Business School © Prof Dr Steve Muylle15
GOOGLE
© Vlerick Business School16
FACEBOOK
© Prof Dr Steve Muylle
© Vlerick Business School17
MEASUREMENT
“If you try to measure every single thing 

you are doing, you will manage the ants
while the elephants are storming by.”
Sheila Jordan, Cisco 

Senior Vice President of Communication and Collaboration IT
© Prof Dr Steve Muylle
© Vlerick Business School18
METRICS
Many tech companies rely on “unique financial or
operational metrics” to demonstrate their size or
growth prospects, including their user numbers
of even the number of people who “like” their
company.
“In the absence of a clear description, it can be
hard not to think that these big numbers will
inevitably translate into big profits for the
company. But the connection may not
necessarily be there.”
Mary Jo White

Chair of the Securities and Exchange Commission
© Prof Dr Steve Muylle
© Vlerick Business School19
FACEBOOK AND TWITTER “BUY” BUTTONS
© Prof Dr Steve Muylle
© Vlerick Business School20
PINTEREST AND INSTAGRAM “BUY” BUTTONS
© Prof Dr Steve Muylle
© Vlerick Business School21
METRICS
▪Financial metrics
▪ Revenues (e.g., online product sales, ARPU)
▪ Costs (e.g., CPM, CPC, CPA)
▪ Profits (e.g., CLTV, ROI)
▪Operational metrics
▪ Open rates, bounce rates, unique visitors,
visits, visit duration, CTR, downloads,
requests, fans, likes, shares, conversations,
followers, …
▪ Customer satisfaction, promotion, …
▪ Brand awareness, associations, attitude, …
© Prof Dr Steve Muylle
© Vlerick Business School22
METHOD
1. Define measures that matter, and develop attribution
models that capture the relationships between them
2. Leverage digital tools and analytics to collect and
analyze the data across user touch points
3. Develop a dashboard for follow-up
4. Stimulate real-time measurement and
experimentation (e.g., A/B testing)
5. Decide on which measures to report
© Prof Dr Steve Muylle
© Vlerick Business School23
ATTRIBUTION MODELS
Go beyond the measurement of “last click wins” if
users take multiple steps before converging
Define a key conversion outcome (e.g., a sale) and
analyze and map the paths that delivered the
conversion
Organize for tracking systems that identify the user
across online and offline channels
© Prof Dr Steve Muylle
© Vlerick Business School24
USER PATH AND ATTRIBUTION
© Steve Muylle & Amit Basu
Authentica
tion
Search PaymentValuation Logistics
Configurati
on
Customer
Service
BI
Collaborati
on
Integra

tion
Website
LinkedIn
Ads
Google
Adwords
E-mail
Media Ads
Direct Mail
Website
Tel call
Interview
Brochure Brochure Invoice
Applica-
tion Form
Class

room
Mobile App
Yammer
E-mail Yammer
Tel call Tel call
E-mail
Trusted
3Parties
Program
Finder
Tel call
E-mail
PDF
Brochure
E-mail
Website
ONLINEOFFLINE
At individual, segment (persona), aggregate level
© Vlerick Business School25
ATTRIBUTION MODEL
RANK PATH (SEQUENCE OF MECHANISMS) CONVERSION
Google Ad – Website – Form
Website – PDF Brochure – Website – Form
Direct mail – Brochure – Form
17
10
7
1
2
3
© Prof Dr Steve Muylle
© Vlerick Business School26
METRICS FOR ATTRIBUTION MODEL
Mechanism Operational
Metric
Financial Metric
Google Ad Clicks CPC
Website Visits – Unique
Visitors - CTR
CPV
PDF Brochure Downloads CPD
Direct Mail C2A CPC; CPA
Brochure Requests CPR
Form Attrition/Fill rate Revenue
© Prof Dr Steve Muylle
CASE STUDY
27
© Vlerick Business School
BARCO
28 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
BARCO CLICKSHARE
ClickShare wireless presentation system
CSC-1 – Full-featured
wireless presentation
system for high-profile
meeting rooms and
boardrooms
(April 2012)
CSM-1 – Wireless
presentation for
standard meeting
rooms
(November 2013)
29 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
DOWNSTREAM VALUE CHAIN
30
Barco Distributors Resellers
End user
firms
© Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
LEAD GENERATION
31
Awareness
Engagement
Contact
Lead
© Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - EVENTS
32 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - PRESS
33 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - E-MAIL
34 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - GOOGLE ADWORDS
35 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - WEBSITE
36 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - TWITTER
37 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - FACEBOOK
38 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINT - YOUTUBE
39 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
USER TOUCH POINTS
End Users
Events Press E-mail
Google
Adwords
Website Twitter
Faceboo
k
YouTube
40 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
RESEARCH QUESTION
Is Barco’s digital strategy for
ClickShare on the money?
41 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
5S FRAMEWORK
S Typical metrics
Sell Online sales
Serve Conversion rate, duration
Speak Discussions, ratings
Save Cost reduction, increase
Web self-service
Sizzle Improve branding
metrics, add features to
customer onlineSource: Chaffey & Smith
© Steve Muylle, Freya De Berti, Lieven Bertier42
© Vlerick Business School
DATA
Monthly user touch point and unit sales data
User touch points elaborated in terms of views,
clicks, shares (where appropriate)
Period: March 2012 – August 2014
Analysis through multiple hierarchical
regression (IBM SPSS 21)
43 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
ATTRIBUTION MODEL
44
YouTube
views
YouTube
min w
Press
clipp.
Website
views
Website
contact
Leads
Sales
+4mths
Blog
Facebook
Events
Twitter
Adwords
clicks
E-mail
© Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
ATTRIBUTION MODEL
45
YouTube
views
YouTube
min w
Press
clipp.
Website
views
Website
contact
Leads
Sales
+4mths
Adwords
clicks
2.917.47
.45
27.74
.722
17.61
.473
2.5
.02
Events
© Steve Muylle, Freya De Berti, Lieven Bertier
Facebook
Blog
Twitter
E-mail
© Vlerick Business School
ATTRIBUTION MODEL
110 extra unique web site visitors result in 1 extra lead
1 extra lead on average results in 3 extra units sold
Hence, the assumption is that for every 36 extra website visits, 

one extra unit gets sold.
How to drive traffic?
1 press clipping => 17 extra unique web visitors => 0.15
leads per clipping
2 YouTube views => 1 extra unique web visitor => 0.02 leads
per You Tube view
An event leads to 30 leads
Google Adwords => every click leads to 0.7 extra unique web
visitors => 0.007 leads per click
46 © Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School
NEXT STEPS
47
Continue research collaboration
Continue data collection
Calibrate the hypothesized model
Refine Barco’s digital initiatives for ClickShare
based on the research study insights
© Steve Muylle, Freya De Berti, Lieven Bertier
© Vlerick Business School48
CONCEPTUAL VIEW
Authentica
tion
OfflineOnline
Search PaymentValuation Logistics
Configurati
on
Customer
Service
BI
Collaborati
on
Integra

tion
Twitter
Facebook
Google/
YouTube
Website
Events
Press
E-mail
Press
Events Events Invoice
Distri-
butor
Reseller Reseller
Twitter
E-mail
Website
Facebook
Website
© Steve Muylle & Amit Basu
Google/
YouTube
Reseller
© Vlerick Business School © Prof Dr Steve Muylle
Where’s the beef in your disruption
initiatives?
The key is to implement digital strategy
initiatives that deliver.
Many organizations get side tracked
because of the multitude of KPIs provided
by tech firms and agencies.
A set of key metrics is to be defined that
enables the organization to course correct,
based on proper attribution.
TAKE AWAY
49
© Vlerick Business School
THANK YOU!
Steve Muylle, PhD
Professor & Partner
Vlerick Business School
Contact
Steve.Muylle@vlerick.com
Connect
www.linkedin.com/in/stevemuylle

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#DFB2B 2015 - Steve Muylle, Driving digital results in B2B markets

  • 2. DRIVING DIGITAL RESULTS IN B2B MARKETS Steve Muylle, PhD Full Professor & Partner
  • 4. © Vlerick Business School4 © Prof Dr Steve Muylle DISRUPT JOB MATCHING?
  • 5. © Vlerick Business School5 © Prof Dr Steve Muylle DISRUPT JOB MATCHING?
  • 6. © Vlerick Business School “GETTING AMAZONED” 6 “We seek to be Earth’s most customer-centric company for four primary customer sets: 
 consumers, sellers, enterprises, and content creators.” - Jeffrey P. Bezos Founder and Chief Executive Officer Amazon.com, Inc. © Prof Dr Steve Muylle
  • 7. © Vlerick Business School7 © Prof Dr Steve Muylle TECH VALUATIONS
  • 9. © Vlerick Business School © Amit Basu & Steve Muylle DIGITAL STRATEGY 9 (Source: adapted from Bharadwaj et al. 2013) Organizational Performance DIGITAL STRATEGY Contexts Modes Processes KEY TECH TRENDS Analytics - Big Data Cloud Computing Cognitive Computing Internet of Things Mobile - Social KEY MARKET SHIFTS Customer Behavior Digitization of Products New Business Models Redefined Ecosystems
  • 10. © Vlerick Business School © Amit Basu & Steve Muylle10 PROCESSES Source: Basu Amit and Steve Muylle, How to plan E-business Initiatives In Established Companies, 
 MIT Sloan Management Review, Vol. 49, No. 1, lead article, pp. 28-36, Fall 2007.
  • 11. © Vlerick Business School11 SIEMENS LIFE PORTAL Source: Stefaan De Moor, Service Director, Siemens NV, Stefaan.de_moor@siemens.com © Prof Dr Steve Muylle
  • 13. © Vlerick Business School13 ORGANIZATIONAL PERFORMANCE How does your firm evaluate 
 the success of its customer facing digital initiatives? © Prof Dr Steve Muylle
  • 14. © Vlerick Business School14 © Prof Dr Steve Muylle DIGITAL ADVERTISING REVENUES
  • 15. © Vlerick Business School © Prof Dr Steve Muylle15 GOOGLE
  • 16. © Vlerick Business School16 FACEBOOK © Prof Dr Steve Muylle
  • 17. © Vlerick Business School17 MEASUREMENT “If you try to measure every single thing 
 you are doing, you will manage the ants while the elephants are storming by.” Sheila Jordan, Cisco 
 Senior Vice President of Communication and Collaboration IT © Prof Dr Steve Muylle
  • 18. © Vlerick Business School18 METRICS Many tech companies rely on “unique financial or operational metrics” to demonstrate their size or growth prospects, including their user numbers of even the number of people who “like” their company. “In the absence of a clear description, it can be hard not to think that these big numbers will inevitably translate into big profits for the company. But the connection may not necessarily be there.” Mary Jo White
 Chair of the Securities and Exchange Commission © Prof Dr Steve Muylle
  • 19. © Vlerick Business School19 FACEBOOK AND TWITTER “BUY” BUTTONS © Prof Dr Steve Muylle
  • 20. © Vlerick Business School20 PINTEREST AND INSTAGRAM “BUY” BUTTONS © Prof Dr Steve Muylle
  • 21. © Vlerick Business School21 METRICS ▪Financial metrics ▪ Revenues (e.g., online product sales, ARPU) ▪ Costs (e.g., CPM, CPC, CPA) ▪ Profits (e.g., CLTV, ROI) ▪Operational metrics ▪ Open rates, bounce rates, unique visitors, visits, visit duration, CTR, downloads, requests, fans, likes, shares, conversations, followers, … ▪ Customer satisfaction, promotion, … ▪ Brand awareness, associations, attitude, … © Prof Dr Steve Muylle
  • 22. © Vlerick Business School22 METHOD 1. Define measures that matter, and develop attribution models that capture the relationships between them 2. Leverage digital tools and analytics to collect and analyze the data across user touch points 3. Develop a dashboard for follow-up 4. Stimulate real-time measurement and experimentation (e.g., A/B testing) 5. Decide on which measures to report © Prof Dr Steve Muylle
  • 23. © Vlerick Business School23 ATTRIBUTION MODELS Go beyond the measurement of “last click wins” if users take multiple steps before converging Define a key conversion outcome (e.g., a sale) and analyze and map the paths that delivered the conversion Organize for tracking systems that identify the user across online and offline channels © Prof Dr Steve Muylle
  • 24. © Vlerick Business School24 USER PATH AND ATTRIBUTION © Steve Muylle & Amit Basu Authentica tion Search PaymentValuation Logistics Configurati on Customer Service BI Collaborati on Integra
 tion Website LinkedIn Ads Google Adwords E-mail Media Ads Direct Mail Website Tel call Interview Brochure Brochure Invoice Applica- tion Form Class
 room Mobile App Yammer E-mail Yammer Tel call Tel call E-mail Trusted 3Parties Program Finder Tel call E-mail PDF Brochure E-mail Website ONLINEOFFLINE At individual, segment (persona), aggregate level
  • 25. © Vlerick Business School25 ATTRIBUTION MODEL RANK PATH (SEQUENCE OF MECHANISMS) CONVERSION Google Ad – Website – Form Website – PDF Brochure – Website – Form Direct mail – Brochure – Form 17 10 7 1 2 3 © Prof Dr Steve Muylle
  • 26. © Vlerick Business School26 METRICS FOR ATTRIBUTION MODEL Mechanism Operational Metric Financial Metric Google Ad Clicks CPC Website Visits – Unique Visitors - CTR CPV PDF Brochure Downloads CPD Direct Mail C2A CPC; CPA Brochure Requests CPR Form Attrition/Fill rate Revenue © Prof Dr Steve Muylle
  • 28. © Vlerick Business School BARCO 28 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 29. © Vlerick Business School BARCO CLICKSHARE ClickShare wireless presentation system CSC-1 – Full-featured wireless presentation system for high-profile meeting rooms and boardrooms (April 2012) CSM-1 – Wireless presentation for standard meeting rooms (November 2013) 29 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 30. © Vlerick Business School DOWNSTREAM VALUE CHAIN 30 Barco Distributors Resellers End user firms © Steve Muylle, Freya De Berti, Lieven Bertier
  • 31. © Vlerick Business School LEAD GENERATION 31 Awareness Engagement Contact Lead © Lieven Bertier
  • 32. © Vlerick Business School USER TOUCH POINT - EVENTS 32 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 33. © Vlerick Business School USER TOUCH POINT - PRESS 33 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 34. © Vlerick Business School USER TOUCH POINT - E-MAIL 34 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 35. © Vlerick Business School USER TOUCH POINT - GOOGLE ADWORDS 35 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 36. © Vlerick Business School USER TOUCH POINT - WEBSITE 36 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 37. © Vlerick Business School USER TOUCH POINT - TWITTER 37 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 38. © Vlerick Business School USER TOUCH POINT - FACEBOOK 38 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 39. © Vlerick Business School USER TOUCH POINT - YOUTUBE 39 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 40. © Vlerick Business School USER TOUCH POINTS End Users Events Press E-mail Google Adwords Website Twitter Faceboo k YouTube 40 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 41. © Vlerick Business School RESEARCH QUESTION Is Barco’s digital strategy for ClickShare on the money? 41 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 42. © Vlerick Business School 5S FRAMEWORK S Typical metrics Sell Online sales Serve Conversion rate, duration Speak Discussions, ratings Save Cost reduction, increase Web self-service Sizzle Improve branding metrics, add features to customer onlineSource: Chaffey & Smith © Steve Muylle, Freya De Berti, Lieven Bertier42
  • 43. © Vlerick Business School DATA Monthly user touch point and unit sales data User touch points elaborated in terms of views, clicks, shares (where appropriate) Period: March 2012 – August 2014 Analysis through multiple hierarchical regression (IBM SPSS 21) 43 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 44. © Vlerick Business School ATTRIBUTION MODEL 44 YouTube views YouTube min w Press clipp. Website views Website contact Leads Sales +4mths Blog Facebook Events Twitter Adwords clicks E-mail © Steve Muylle, Freya De Berti, Lieven Bertier
  • 45. © Vlerick Business School ATTRIBUTION MODEL 45 YouTube views YouTube min w Press clipp. Website views Website contact Leads Sales +4mths Adwords clicks 2.917.47 .45 27.74 .722 17.61 .473 2.5 .02 Events © Steve Muylle, Freya De Berti, Lieven Bertier Facebook Blog Twitter E-mail
  • 46. © Vlerick Business School ATTRIBUTION MODEL 110 extra unique web site visitors result in 1 extra lead 1 extra lead on average results in 3 extra units sold Hence, the assumption is that for every 36 extra website visits, 
 one extra unit gets sold. How to drive traffic? 1 press clipping => 17 extra unique web visitors => 0.15 leads per clipping 2 YouTube views => 1 extra unique web visitor => 0.02 leads per You Tube view An event leads to 30 leads Google Adwords => every click leads to 0.7 extra unique web visitors => 0.007 leads per click 46 © Steve Muylle, Freya De Berti, Lieven Bertier
  • 47. © Vlerick Business School NEXT STEPS 47 Continue research collaboration Continue data collection Calibrate the hypothesized model Refine Barco’s digital initiatives for ClickShare based on the research study insights © Steve Muylle, Freya De Berti, Lieven Bertier
  • 48. © Vlerick Business School48 CONCEPTUAL VIEW Authentica tion OfflineOnline Search PaymentValuation Logistics Configurati on Customer Service BI Collaborati on Integra
 tion Twitter Facebook Google/ YouTube Website Events Press E-mail Press Events Events Invoice Distri- butor Reseller Reseller Twitter E-mail Website Facebook Website © Steve Muylle & Amit Basu Google/ YouTube Reseller
  • 49. © Vlerick Business School © Prof Dr Steve Muylle Where’s the beef in your disruption initiatives? The key is to implement digital strategy initiatives that deliver. Many organizations get side tracked because of the multitude of KPIs provided by tech firms and agencies. A set of key metrics is to be defined that enables the organization to course correct, based on proper attribution. TAKE AWAY 49
  • 50. © Vlerick Business School THANK YOU! Steve Muylle, PhD Professor & Partner Vlerick Business School Contact Steve.Muylle@vlerick.com Connect www.linkedin.com/in/stevemuylle