Margaret Escobar

1. CHQ Marketing - Analytics & Data
Analytics & Data IBM Performance and Programmatic Marketing
Margaret Escobar
eMetrics Summit – San Francisco – May 16, 2017

2. CHQ Marketing - Analytics & Data

3. CHQ Marketing - Analytics & Data

4. CHQ Marketing - Analytics & Data
You need support
from the top to drive
real change
Lesson 1

5. CHQ Marketing - Analytics & Data

6. CHQ Marketing - Analytics & Data
Measure what you’re
spending time and
money on
Lesson 2

7. CHQ Marketing - Analytics & Data
Evaluate how investments are performing
7
Identify
Priority
Campaigns
Evaluate
Performance
in Key Areas
• Audience
• Media Plan
• Content
Agree to
Invest
• Landing page
• Try/Buy Offer
• Sales Team

8. CHQ Marketing - Analytics & Data
Identified
Campaigns
Readiness-to-Spend Criteria Met and Scalable? Adjust
investment?
Business
Unit
Project Audience
Clearly
Defined
Media Plan
Supports
Audience
Content
Supports
Media Plan
Landing
Page
Optimized
Try/Buy
Offer
Available
Sales
Alignment in
Place
A Y Y Y Y N N Y
B N N Y N N Y N
C Y N N Y Y Y N
D Y Y Y N Y Y Y
Accelerator session - Campaign Scorecard Example

9. CHQ Marketing - Analytics & Data
Are you asking the
right questions?
Lesson 3

10. CHQ Marketing - Analytics & Data

11. CHQ Marketing - Analytics & Data
What marketing activity
is having the largest
effect on overall
performance?

12. CHQ Marketing - Analytics & Data
Brand 1 Brand 2
-4.5 pts -9.1 pts
Engagement rate YoY

13. CHQ Marketing - Analytics & Data
Which high traffic
pages have decreasing
or low engagement
rates?

14. CHQ Marketing - Analytics & Data
Page 1 Page 2
49% - 27% - 18% 55% - 51% - 40%
Engagement rate month over month

15. CHQ Marketing - Analytics & Data
Where is the traffic
coming from that has
low engagement?

16. CHQ Marketing - Analytics & Data
Increase in Paid
Search, with
engagement rate of
only 18%

17. CHQ Marketing - Analytics & Data
Is the landing page
providing an engaging
experience?

18. CHQ Marketing - Analytics & Data

19. CHQ Marketing - Analytics & Data
What actions can we
take to improve the
engagement rate of
that page?
A/B Testing Tool : Optimizely

20. CHQ Marketing - Analytics & Data

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What are my top 10
most visited pages?*
* “And please deliver this with analysis”

22. CHQ Marketing - Analytics & Data
Random questions
need to be put in a
framework
Lesson 4

23. CHQ Marketing - Analytics & Data
Digital Campaign Framework
Campaign
Paid
Banners
Paid
Search
Organic
Search
Email
Website /
Landing
Pages
Engagement
Registration /
Lead
Content
Syndication
Registration Digital Lead
Social
Media
Impressions
Interactions
(Likes/Shares
Event
Marketing
Participants Leads
Digital Touch Points
User Journey (pixel tracking/cookies)
Financial
Targets
Audience
Business
Objectives
Paid, Owned, Earned Media Mix

24. CHQ Marketing - Analytics & Data
Iterative Digital Analytics Measurement
Iterative Analytics
Results
Media
Mix
Goals
30%
20%
10%
0%
-10%
-20%
-30%
Adjustment to Media Mix
Banners Paid Social Paid Search

25. CHQ Marketing - Analytics & Data

26. CHQ Marketing - Analytics & Data

27. CHQ Marketing - Analytics & Data
Understand,
Diagnose, Action
Lesson 5

28. CHQ Marketing - Analytics & Data
Understand What?
Diagnose So what?
Action Now what?

29. CHQ Marketing - Analytics & Data
10.1%
7.4%
scroll scroll
Understand:
Paid Social traffic
not performing well
Diagnose

30. CHQ Marketing - Analytics & Data
10.1%
7.4%
scroll scroll
Diagnose:
Most Paid Social users were on mobile
devices. Poor mobile experience.
Action:
Redirect budget away from Paid Social,
while fixing the mobile experience.
Understand:
The results for Paid Social were not
good.

31. CHQ Marketing - Analytics & Data
What actions will you
take if I get you this
data?
Lesson 6

32. CHQ Marketing - Analytics & Data
• Decide whether to spend more on
SEO to drive increase in organic traffic
• Understand which pages to include in
our optimization project
• See which videos are performing well
and derive best practices

33. CHQ Marketing - Analytics & Data

34. CHQ Marketing - Analytics & Data
Trello Board
ACTION: Optimize the mobile
experience by moving the CTAs above
the fold

35. CHQ Marketing - Analytics & Data
Data: Choose wisely.
(Enough is enough)
Lesson 7

36. CHQ Marketing - Analytics & Data
Overview – IBM Conference
Poland, Germany, Ukraine, Sweden, Austria, United Kingdom, Italy, France, Finland, Denmark, Switzerland, Norway, Slovakia, Spain, Azerbaijan, Russia
Visits Engagements
Clicks on
Registration
Form
Registered Attended Leads Wins
180,000 70,000
22,000
12%
14,000
7%
8,800
4%
3,000
1,6%
550
Engagement Rate
40%

37. CHQ Marketing - Analytics & Data
What worked well
IBM Home
Page Feature
Engagement
rate: 65%
Email
Campaigns
Engagement
rate: 60%
Organic
Search
Engagement
rate: 50%
Social Media
LinkedIn
ER: 32%
Facebook
ER: 11%
Twitter
ER: 9%

38. CHQ Marketing - Analytics & Data
What didn’t work well
Mobile Traffic
Sub-optimized
Paid Media
Low
Engagement
No Referrer
Tagging
issue
Registration
Forms
User
experience
issues

39. CHQ Marketing - Analytics & Data
#2
#9 #4#8
#7
#1
#11
#3
#6
#5
#1
#10
Heatmap
plus
traffic
data

40. CHQ Marketing - Analytics & Data
ABT*
*Always Be Testing
Lesson 8

41. CHQ Marketing - Analytics & Data

42. CHQ Marketing - Analytics & Data
Need support
from the top
Measure
what you
spend time &
money on
Ask the right
questions
Have an
analytics
framework
Understand,
Diagnose,
Action
Leverage
data for
action
Present data
in meaningful
way
Always be
testing
1
2
3
4
5
8
7
6
8
Lessons

43. CHQ Marketing - Analytics & Data
I couldn’t run my business without you.
Your insights saved us money.
With your recommendations we
doubled our results.

44. CHQ Marketing - Analytics & Data
Analytics & Data IBM Performance and Programmatic Marketing

45. CHQ Marketing - Analytics & Data
Analytics & Data IBM Performance and Programmatic Marketing
Get in touch!
Margaret Escobar
@margaretescobar
mescobar@us.ibm.com