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Webinar: Analytics Unchained.
Herzlich willkommen!
Kerstin Raitl. Director Marketing Services. Namics.
Oskar Stenzel. Regional Sales Director. Datorama.
München, 24.März 2020
Wir führen Sie durch das Webinar.
2
Regional Director Sales
Datorama, a Salesforce Company
Oskar Stenzel
Director Marketing
Namics – A Merkle Company
Kerstin Raitl
«Dash Board»
Dashboards. Drei häufige
Fehler.
01Data Overload. Detaillierte separate
Metriken statt aggregierte KPIs.
Drei Fehler
Namics. A Merkle Company
Viele einzelne Reportings mit unterschiedlichen Metriken.
Drei Fehler 6
Drei Gründe
02Kanal-Silos statt holistische
Betrachtung.
Namics. A Merkle Company
Klassische Auswertung in Kanal-Silos.
8
.
03
Drei Gründe
Pseudo Data-Drivenness.
Optimierung auf falsche Kennzahlen.
Daten-basiertes Marketing
braucht Dashboards über
den gesamten Funnel.
Namics. A Merkle Company
Ausgangspunkt. Übergreifende Funnel Betrachtung.
12
Touchpoints und
Marketing-MaßnahmenAware Consider Purchase Loyalty
Namics. A Merkle Company
Dashboard-Konzept. Darstellung entlang des Funnels.
13
Aware Consider Purchase Loyalty
Buyer Funnel Dashboard
3,2K
Aware
Users
2,6K
Considering
Users
1,1K
Purchasing
Users
0,9K
Loyal
Users
Buyer
Funnel
Namics. A Merkle Company
Behind the scenes. Signal-basiertes Segment je Stage.
14
Einschluss- und
Ausschlussmerkmale
z.B. Produkt
angeschaut, Location
Finder benutzt oder
Produkt in Warenkorb
gelegt, aber nicht
bestellt
Namics. A Merkle Company
Digital Marketing Funnel.
15
Namics. A Merkle Company
Bedeutung der Kennzahlen. Maximal reduziert.
16
Qualitative
Metrik
Scoring bezüglich
Nutzer-Qualität oder
Wahrscheinlichkeit, dass sie
nächste Journey-Phase
erreichen
Journey-
Phase
Quantitative
Metrik
Aktuelle Anzahl Nutzer in der
Journey-Phase
20 / -8 (-17%)
100 / -13 (-2%)
Namics. A Merkle Company
Interpretation. Marketing-strategische Ebene.
17
Erneute Investition in
Sichtbarkeit notwendig
Up- und
Cross-Selling-Potenzial
besser nutzen
Lead Nurturing ist erfolgreich
Warenkorb-Grösse steigern
Drilldown
Understanding Marketing
Intelligence in a Visualisation
World
Datorama Marketing Intelligence
ostenzel@salesforce.com
March, 2020
Oskar Stenzel, Regional Director Sales
Insight and Analytics Need
Greater Speed, Quality and
Sophistication
Trend
Which campaign investments
deliver the highest ROI?
Which combinations of
marketing lift our brand?
Which journeys deliver the
best sales outcomes?
Which channels and offers work
best for each segment?
Marketing Teams Struggle to Operationalize Growth
Data Silos Team Silos
Advertising
Email & Mobile
Web and Apps
Sales & Commerce
Other Data Sources
Advertising Team
Mobile
Demand Gen
Marketing Analytics
Email
Transparency into ROI
Actionable Insights
Aligned KPIs
CMO
Multiple regions,
business units,
products.
The avg. tech
stack has 24
different data
sources.
Marketers Lack of System of Record and Insight
For marketing performance
Different Types of Solutions that Can Compete in
Marketing
Business
Intelligence/Analytics
Visualize and analyze
business data
Marketing
Intelligence/Analytics
Connect, unify, analyze, act on
marketing data
Business Intelligence and Marketing Intelligence
BI Solutions focus on Visualization
IT
Finance
HR
Sales
CRM
Finance
Systems
HR Systems
IT Systems
Departments
outside of
marketing:
● Visualization is
the key
requirement
● Small Number
of Data
Sources
● Data Sources
are stable &
consistentCRM
Intelligence
Finance
Intelligence
HR
Intelligence
IT Intelligence
Marketing Has Different Requirement
Connect & Unify
All Marketing Data
Dashboards and
Reporting
Insights and
Analytics
Goals, Alerts and
Activations
● High number of sources
● Changing all the time
● Major integration challenge
● Viz just one requirement
● Answers not just numbers
Datorama is not a “dashboard” – It is Marketing Intelligence
MI vs. BI Visualization
CMOMediaAnalytics Social Email
MI and BI Coexist
IT
Finance
HR
Finance
Intelligence
Finance
Systems
HR
Intelligence
HR Systems
IT IntelligenceIT Systems
Marketing
Intelligence
Marketing
Marketing
Business
Intelligence/Analytics
Visualize and analyze
business data
Marketing
Intelligence/Analytics
Connect, unify, analyze &
act on marketing data
Regional Director Sales,
Datorama, a Salesforce
Company
ostenzel@salesforce.com
Oskar Stenzel
Dankeschön. Senden Sie uns Ihre Fragen!
Director Marketing , Namics, a
Merkle Company
kerstin.raitl@namics.com
Kerstin Raitl

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Webinar "Analytics unchained" von Namics und Datorama

  • 1. Webinar: Analytics Unchained. Herzlich willkommen! Kerstin Raitl. Director Marketing Services. Namics. Oskar Stenzel. Regional Sales Director. Datorama. München, 24.März 2020
  • 2. Wir führen Sie durch das Webinar. 2 Regional Director Sales Datorama, a Salesforce Company Oskar Stenzel Director Marketing Namics – A Merkle Company Kerstin Raitl
  • 5. 01Data Overload. Detaillierte separate Metriken statt aggregierte KPIs. Drei Fehler
  • 6. Namics. A Merkle Company Viele einzelne Reportings mit unterschiedlichen Metriken. Drei Fehler 6
  • 7. Drei Gründe 02Kanal-Silos statt holistische Betrachtung.
  • 8. Namics. A Merkle Company Klassische Auswertung in Kanal-Silos. 8 .
  • 10.
  • 11. Daten-basiertes Marketing braucht Dashboards über den gesamten Funnel.
  • 12. Namics. A Merkle Company Ausgangspunkt. Übergreifende Funnel Betrachtung. 12 Touchpoints und Marketing-MaßnahmenAware Consider Purchase Loyalty
  • 13. Namics. A Merkle Company Dashboard-Konzept. Darstellung entlang des Funnels. 13 Aware Consider Purchase Loyalty Buyer Funnel Dashboard 3,2K Aware Users 2,6K Considering Users 1,1K Purchasing Users 0,9K Loyal Users Buyer Funnel
  • 14. Namics. A Merkle Company Behind the scenes. Signal-basiertes Segment je Stage. 14 Einschluss- und Ausschlussmerkmale z.B. Produkt angeschaut, Location Finder benutzt oder Produkt in Warenkorb gelegt, aber nicht bestellt
  • 15. Namics. A Merkle Company Digital Marketing Funnel. 15
  • 16. Namics. A Merkle Company Bedeutung der Kennzahlen. Maximal reduziert. 16 Qualitative Metrik Scoring bezüglich Nutzer-Qualität oder Wahrscheinlichkeit, dass sie nächste Journey-Phase erreichen Journey- Phase Quantitative Metrik Aktuelle Anzahl Nutzer in der Journey-Phase 20 / -8 (-17%) 100 / -13 (-2%)
  • 17. Namics. A Merkle Company Interpretation. Marketing-strategische Ebene. 17 Erneute Investition in Sichtbarkeit notwendig Up- und Cross-Selling-Potenzial besser nutzen Lead Nurturing ist erfolgreich Warenkorb-Grösse steigern Drilldown
  • 18. Understanding Marketing Intelligence in a Visualisation World Datorama Marketing Intelligence ostenzel@salesforce.com March, 2020 Oskar Stenzel, Regional Director Sales
  • 19. Insight and Analytics Need Greater Speed, Quality and Sophistication Trend
  • 20. Which campaign investments deliver the highest ROI? Which combinations of marketing lift our brand? Which journeys deliver the best sales outcomes? Which channels and offers work best for each segment? Marketing Teams Struggle to Operationalize Growth
  • 21. Data Silos Team Silos Advertising Email & Mobile Web and Apps Sales & Commerce Other Data Sources Advertising Team Mobile Demand Gen Marketing Analytics Email Transparency into ROI Actionable Insights Aligned KPIs CMO Multiple regions, business units, products. The avg. tech stack has 24 different data sources. Marketers Lack of System of Record and Insight For marketing performance
  • 22. Different Types of Solutions that Can Compete in Marketing Business Intelligence/Analytics Visualize and analyze business data Marketing Intelligence/Analytics Connect, unify, analyze, act on marketing data Business Intelligence and Marketing Intelligence
  • 23. BI Solutions focus on Visualization IT Finance HR Sales CRM Finance Systems HR Systems IT Systems Departments outside of marketing: ● Visualization is the key requirement ● Small Number of Data Sources ● Data Sources are stable & consistentCRM Intelligence Finance Intelligence HR Intelligence IT Intelligence
  • 24. Marketing Has Different Requirement Connect & Unify All Marketing Data Dashboards and Reporting Insights and Analytics Goals, Alerts and Activations ● High number of sources ● Changing all the time ● Major integration challenge ● Viz just one requirement ● Answers not just numbers Datorama is not a “dashboard” – It is Marketing Intelligence
  • 25. MI vs. BI Visualization CMOMediaAnalytics Social Email
  • 26. MI and BI Coexist IT Finance HR Finance Intelligence Finance Systems HR Intelligence HR Systems IT IntelligenceIT Systems Marketing Intelligence Marketing Marketing Business Intelligence/Analytics Visualize and analyze business data Marketing Intelligence/Analytics Connect, unify, analyze & act on marketing data
  • 27.
  • 28. Regional Director Sales, Datorama, a Salesforce Company ostenzel@salesforce.com Oskar Stenzel Dankeschön. Senden Sie uns Ihre Fragen! Director Marketing , Namics, a Merkle Company kerstin.raitl@namics.com Kerstin Raitl