Pelin Thorogood, Anametrix’s CMO and Executive-in-Residence at Cornell’s Johnson Graduate School of Management, will discuss “Metrics-driven Demand Generation in an Increasingly Multichannel World.” She’ll share the most effective tools and tactics to optimize your entire customer cycle from reach, acquisition, and conversion through retention. With these insights, you’ll answer questions like: How effectively do your marketing efforts achieve your business objectives? How do you monitor, measure and maximize the effectiveness of each marketing channel and program? How much is earned media supporting your paid marketing efforts? How can a metrics-driven demand-gen engine improve lifetime customer value and transform your marketing into a predictable revenue driver?

1. METRICS-DRIVEN DEMAND GEN IN
A MULTICHANNEL WORLD
Copyright 2013, Anametrix, Inc.

2. The New Marketing Challenge
63% of CMOs believe return on marketing
investment (ROMI) will be the most
important measure of their success by
2015.
The 2011 IBM Global Chief Marketing Officer Study
Yet…more than 70% of CMOs feel they
are underprepared to manage the
explosion of data and “lack true insight.”
Forbes April 2012
Copyright 2013, Anametrix, Inc.

3. 2011 U.S. Ad Spending vs. Consumer Time Spent by Media
43%
40%
29%
23%
22%
16%
11%
Ad Spend per Media
Time Spent per Media
9%
6%
1%
TV
Print
Web
Radio
Mobile
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
Copyright 2013, Anametrix, Inc.

4. 7 Keys to Effective Marketing
1. Know thy audience!
2. Identify the right “engagement” channels
3. Engage your audience at the right time with
the right message
4. Leverage a mix of inbound and outbound
marketing tactics
5. Understand your “Conversion Funnel”
6. Experiment
7. Measure, monitor, optimize
Copyright 2013, Anametrix, Inc.

5. Inbound Marketing vs. Outbound Marketing
Copyright 2013, Anametrix, Inc.

6. The Engagement Mandate
• Go where your customers are
• Create relevant content
• Leverage different channels for different
purposes
• Empower your community managers
• Power the community
• Measure, monitor, optimize across
segments, channels, campaigns
Copyright 2013, Anametrix, Inc.

7. Life Cycle Content
Attract / Engage
Convert
Retain
Blogging
White papers
Email newsletters
Online press releases
Explanatory videos
Social media content
Infographics
Customer video testimonials
Customer support content
Surveys and trend data
Case studies
Product tours
Viral video
Data sheets
Webinars
Social media content
Product reviews
Blog
Podcasts
Webinars
Contests
Blog and forum comments
Advertising and search
landing pages
Contests
Online / Offline Ads
Copyright 2013, Anametrix, Inc.

8. The New Conversion Funnel
Copyright 2013, Anametrix, Inc.

9. The Multichannel Challenge
• Understanding customer engagement across
silos
• Solution: Multichannel data integration
Copyright 2013, Anametrix, Inc.

10. The Multichannel Challenge
• Focusing on top-line performance without the
necessary context to create real
understanding of the interrelationships leading
up to them
• Solution: Segmentation
Copyright 2013, Anametrix, Inc.

11. The Multichannel Challenge
• Capturing only the state of the system, but
failing to describe the actual levers of change
• Solution: System reporting with multichannel
integration and embedded segmentation
Copyright 2013, Anametrix, Inc.

12. Choosing the Right Metrics
• # of Facebook fans v. % feedback and # of impressions
• # of Twitter followers v. engagement
• Social Mentions v. Social Mention impact on Cost Per
Acquisition (CPA)
• Social Shares v. Virality Index correlation to Purchases
and CPA
• Email open rate or Click-thru-rate (CTR) v. Email
conversion rate
• Customer response segmentation by campaign
• Cross-channel Campaign ROI comparison
Copyright 2013, Anametrix, Inc.

13. Performance Overview
Copyright 2013, Anametrix, Inc.

14. Campaign Analysis
Copyright 2013, Anametrix, Inc.

15. Social Insights
Copyright 2013, Anametrix, Inc.

16. Channel Insights - Email
Copyright 2013, Anametrix, Inc.

17. What’s Next
• Predictive Analysis
• Automation
Copyright 2013, Anametrix, Inc.

18. Thank you
Pelin Thorogood
CMO
Pelin@anametrix.com
www.anametrix.com
Copyright 2013, Anametrix, Inc.