In this one-time webinar, special guest speaker and analyst from Forrester, Richard Joyce, will helped us examine the rise of data-driven marketing and how the quality of digital data informs budgets while affecting advertising ROI. Everyone that attends the webinar and reviews the slide will leave: - Knowing the challenges that present themselves with data-driven marketing and how to overcome them - Understanding how to be a data-driven marketer and why high-quality digital data is essential to successful marketing initiatives - Aware of the impact of high-quality data and the ROI of improving data quality - Able to explain the key components of data quality and how to design a framework of processes and procedures - With actionable next steps and recommendations

1. ROI, Data Quality and
Peace of Mind
06.28.17
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Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Tag Inspector’s prior written authorization.
2016 InfoTrust, LLC. All Rights Reserved.

2. About Your
Presenters
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Lucas Long
Product Manager & Tag
Management Consultant
Michael Loban
CMO at InfoTrust
Richard Joyce
Senior Analyst at Forrester

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Agenda
3. There are Major
Challenges in
Data-Driven
Marketing
4. Digital Data
Quality Poses
an Even Bigger
Challenge
5. What is
Data Quality?
6. Scenarios and
Opportunities
7. Summary
and Q&A
1. The Rise of
Data-Driven
Marketing
2. Marketers
Use Data for a
Number of
Marketing
Functions

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The Rise Of The Data Driven Marketer

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The Data Deluge
› More data has been created in the past two years than in the
entire previous history of the human race.
› For a typical Fortune 1000 company, just a 10% increase in
data accessibility will result in more than $65 million additional
net income.
› At the moment less than 0.5% of all data is ever analyzed
and used

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But Marketers Know Data Is Important
78%Marketers believe that
data driven marketing is
embedded or
strategically a part of
their organization
87%Consider data their
organizations’ most
underutilized asset
90%Ad and marketing pros
say they segment data to
better target and engage
addressable customer
audiences

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Q.O2A: “Which of the following are likely to be your organization's top
marketing initiatives over the next 12 months?”
Increasing Use Of Data And Analytics Critical
(Not all responses shown)
Base: 544 B2C Marketing decision-makers
Source: Forrester's Business Technographics® Global Marketing Survey, 2016
Key Words: brand, role of marketing, data and analytics, marketing, organization, priorities
71%Among the top 5 critical
priorities

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Leading To Increased Investments
Source: Forrester Research Ad Technology (Data Management Platforms) Forecast, 2016 To 2021 (USl)

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In An Effort To BE MORE CUSTOMER CENTRIC
49%Understanding
cross-device behavior

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Marketers Use Data For A Number Of Marketing
Functions

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63%
Measurement
and analytics
42%
Marketing
Planning

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Q.MA12 “Where do you apply your customer analytics insights?”
Analytics Applied Frequently In Planning
Base: 544 B2C Marketing decision makers
Source: Forrester's Business Technographics® Global Marketing Survey, 2016
Key Words: measurement, metrics, customer analytics, customer insights

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Example: Advertising Strategy And Planning
Comms planning
Media planning

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Q.MA11 “What are the most important metrics used by your marketing
organization?”
Marketers Focus On Customer And Revenue Metrics
Base: 544 B2C Marketing decision makers
Source: Forrester's Business Technographics® Global Marketing Survey, 2016
Key Words: measurement, metrics, customer retention, marketing metrics, organization

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Optimization

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There Are Major Challenges In Data Driven
Marketing

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Q.DM6 “What are your organization's biggest challenges with marketing
programs?”
Managing Data Quality Is The Biggest Challenge
(Not all responses shown; Multiple selections possible)
Base: 544 B2C Marketing decision-makers
Source: Forrester's Business Technographics® Global Marketing Survey, 2016
Key Words: marketing programs, challenges, organization

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Q.O3: “Over the next 12 months please rate the following organizational
concerns as they relate to achieving your marketing priorities.”
And Will Continue To Be Difficult
Base: 544 B2C Marketing decision-makers
Source: Forrester's Business Technographics® Global Marketing Survey, 2016
Key Words: limited budget, value proposition, organization, challenges, priorities

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Three Of These Challenges Speak To Data Quality
70%Poor quality or
inconsistent customer
data
68%Poor
alignment/collaboration
with IT
70%Lack the capability to
measure results

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Digital Data Quality Poses An Even Bigger
Challenge

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Q.MA8 “Please select the top three challenges that prevent your organization
from making use of measurement and analytics.”
The Volume Of Data And The Speed Of Use
Base: 161 B2C Marketing decision-makers adopted measurement and analytics
Source: Forrester's Business Technographics® Global Marketing Survey, 2016
Key Words: measurement, analytics, challenges, organization

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Marketers That Can Effectively Manage Data Quality
Will Have A Competitive Advantage

23. Google Confidential and Proprietary 23Analytics Premium
What Is Data Quality?
Data Quality
What does it mean?
Why is it so difficult to achieve?
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24. Google Confidential and Proprietary 24Analytics Premium

25. Google Confidential and Proprietary 25Analytics Premium
I AM NOT
UNCERTAIN

26. What Does
Data Quality Mean?
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Quality
Detractors
1. Dynamic consumer behavior

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Quality
Detractors
1. Dynamic consumer behavior
2. Incomplete deployment of
solutions

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Quality
Detractors
1. Dynamic consumer behavior
2. Incomplete deployment of
solutions
3. Lack of data integration & poor
data supply chain

30. Digital analytics is a directional tool
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P&G doesn't want to waste time and money
on a crappy media supply chain.
Mark Pritchard
P&G, CMO
“

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Quality
Detractors
1. Dynamic consumer behavior
2. Incomplete deployment of
solutions
3. Lack of data integration & poor
data supply chain
4. Inability to measure Return on
Analytics Investment

32. t @taginspector
Quality
Detractors
1. Dynamic consumer behavior
2. Incomplete deployment of
solutions
3. Lack of data integration & poor
data supply chain
4. Inability to measure Return on
Analytics Investment

33. Google Confidential and Proprietary 33Analytics Premium
What Is Data Quality?
Opportunity
#1
Incomplete Deployment of Solutions
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Are You Getting a
Complete Picture?
If analytics tags are
missing or broken on
20% of your pages

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Are You Getting a
Complete Picture?
If your data
collection service is
down 2% of the time

36. Are You Getting a
Complete Picture
One Day of Missing Data
from analytics is 3% of monthly conversions
Over Peak Days, This One Day May
Represent
From 5% to 10% of monthly conversions
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37. As you continuously update and
enrich your website and mobile
app, you also run the risk of
breaking your analytics tags. Though
it may sound like a rookie mistake,
it’s all too common to have missing,
broken, or duplicated tags -
especially on large sites.
Absolute vigilance regarding tag
integrity is therefore critical!
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Missing or Broken
Tags

38. Establishing
Tag (Pixel) Policy
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1. Pixel Audit: Scan and identify all site pixels, where they are, and how they
load.

39. Establishing
Tag (Pixel) Policy
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1. Pixel Audit: Scan and identify all site pixels, where they are, and how they
load.
2. Defining Tag (Pixel) Standards: Technical requirements (latency, error rate,
etc).

40. Establishing
Tag (Pixel) Policy
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1. Pixel Audit: Scan and identify all site pixels, where they are, and how they
load.
2. Defining Tag (Pixel) Standards: Technical requirements (latency, error rate,
etc).
3. Tag (Pixel) Architecture: Maintain collection of authorized tags across each
site, and mapping the data they should be collecting.

41. Establishing
Tag (Pixel) Policy
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1. Pixel Audit: Scan and identify all site pixels, where they are, and how they
load.
2. Defining Tag (Pixel) Standards: Technical requirements (latency, error rate,
etc).
3. Tag (Pixel) Architecture: Maintain collection of authorized tags across each
site, and mapping the data they should be collecting.
4. Management Process: Process for tags to be added to site, ensure data is
available through changes, and remediate any issues.

42. Establishing
Tag (Pixel) Governance
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1. Pixel Audit: Scan and identify all site pixels, where they are, and how they
load.
2. Defining Tag (Pixel) Standards: Technical requirements (latency, error rate,
etc).
3. Tag (Pixel) Architecture: Maintain collection of authorized tags across each
site, and mapping the data they should be collecting.
4. Management Process: Process for tags to be added to site, ensure data is
available through changes, and remediate any issues..
5. Ongoing Monitoring: Ensure proper tag behavior.
a. Sample custom report.

43. Google Confidential and Proprietary 43Analytics Premium
What Is Data Quality?
Opportunity
#2
Data Integration +
Poor Data Supply Chain
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44. Impact of
Offline Activities on Sales
Add offline sales data from your
CRM.
Add LTV data from your CRM,
and measure long-term
marketing ROI.

45. Understanding
Data Flow
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Cross-Channel
Digital Marketing
Display Mobile Video
Search Email Social
Single Customer View
with
Analytics
User Datasets
DW ETL SQL
CRM ERP Store
Tag Management System
Map Online Customer Behaviors
To Offline Customer Profiles and Activity
Upload customer actions & meta-data for
richer optimization insights
Data WarehouseRe-Use Data & Tags For Programmatic
Marketing & Remarketing
Accountable Marketing Performance
Across Channels and Devices

46. Driving Higher Engagement & Sales With
CRM Targeting
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CRM-powered ads are
47% more effective
than traditional
targeting

47. • Discovered that the ROI for paid advertising
was actually 130% higher than previously
measured.
• Learnings:
• 15% of all offline sales are influenced by
AdWords
• 21% of all sales start with AdWords
Pelican Case Study - goo.gl/ovWjjO (Blog Post
and PDF)
CLV Success Stories:
Pelican Water Systems

48. Google Confidential and Proprietary 48Analytics Premium
What Is Data Quality?
Opportunity
#3
Value of Measurement
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49. t @taginspector
Measuring
ROAS
Companies are moving to the zero-based
budgeting (ZBB), reports Marketing
Week.
ZBB assumes there is no spend and
forces marketers to justify how much
budget they need for the current year.

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Measuring
ROAS
This means that you can’t just
say “Last year, we spent
$100k on Omniture and that’s
why we need it this year.”
Companies are moving to the zero-based
budgeting (ZBB), reports Marketing
Week.
ZBB assumes there is no spend and
forces marketers to justify how much
budget they need for the current year.

51. ROI of
Good Data
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If there is going to be a higher cost to acquire better data, it’s got
to be justified by a higher ROI.
The formula is how many fewer impressions did you buy in
order to justify the KPI goals? Did you buy 10% less media? If
you paid the same amount overall, then the data is wasteful.
Jeff Weiser
Shutterstock CMO
“

52. The Value of
Analytics
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53. The Value of
Analytics
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54. The Value of
Analytics
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55. The Value of
Analytics
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56. The Value of
Analytics
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1. The value of analytics is in how you apply it.
2. Marketing tests and optimization efforts should all be documented, and
outline the marketing ROI with and without optimization efforts.
3. Track how each experiment performs, cumulative value you generate and
market insights you learn.
4. Even with a quarter of data, you can extrapolate the annual value of
analytics.

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Any Questions?
Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Tag Inspector’s prior written authorization.
2016 InfoTrust, LLC. All Rights Reserved.

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Thank You!
Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Tag Inspector’s prior written authorization.
2016 InfoTrust, LLC. All Rights Reserved.