Learn how to use technology to improve your ability to measure and implement direct marketing campaigns for greater impact and ROI. Topics include: • Why measurement is critical to successful direct marketing campaigns • Common mistakes in determining what to measure • Solutions for developing a direct marketing analysis maturity model • Determining where your organization falls within the direct marketing analysis maturity model • How to improve your direct marketing results See a demonstration of how to use technology to achieve true closed loop marketing that measures from touch to sale. Senturus, a business analytics consulting firm, has a resource library with hundreds of free recorded webinars, trainings, demos and unbiased product reviews. Take a look and share them with your colleagues and friends: http://www.senturus.com/resources/.

1. Closing the Loop: Measuring from Touch to Sale
Implementing Marketing Analytics
Business Practices
www.Senturus.com
Helping Companies Learn From the Past, Manage the
1 Present and Shape the Future

2. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “Business
Intelligence 101”
2

3. Today’s Agenda
• Welcome and Introduction
• Marketing Trends & Challenges
• Measuring Marketing & Maturity Model
• Demonstration
• Foundation for the Future
• Next Steps
• Upcoming Events & Resources
• Q&A
3

4. Introductions
Senturus, Inc.
John Peterson Greg Herrera Keith Goldberg
Co-Founder, Chairman & COO Co-Founder, CEO Practice Director,
Marketing Analytics
4

5. Who is Senturus ?
• Consulting firm specializing in Corporate Performance Management
– Business Intelligence and Enterprise Planning
– Platform-independent
• Solution & Service Offerings
– Complete project implementations
– Assessment and Roadmap consultations
– Upgrade & Support packages
– Staff augmentation
– Training:
• Classroom, Onsite, Remote, Mentoring, Workshops & Webinars
• Led by professional trainers and seasoned consultants
5

6. A few of our 400+ Clients
6

7. Situation
MARKETING TRENDS &
CHALLENGES
7

8. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “Business
Intelligence 101”
8

9. A Few Key Trends
• Significant growth in:
– Online marketing (CPC, banner ads, etc.)
– Online purchases
– Marketing operations/automation
• Google Adwords keyword cost sky-rocketing
• Websites overhauled for organic Search Engine
Optimization ROI
• Declining pull of traditional media
• Competitors born on Web 2.0
9

10. The Traditional Approach
Black Box
of
Marketing
10

11. Black Box of Marketing
Television
Sponsorships
$$$
Mailings
Print
Events
11

12. Shining a Light
Spend Earn
$2M $12M
12

13. Shining a Light
Ad #1
Spend Earn
$1M $10M
Ad #2
Spend Earn
$1M $2M
13

14. The Need for Measurement
• Trend to direct marketing
• Channels to customers are fragmenting &
expanding
– web, email, text, mobile, social, etc.
• Early stage has costs all over the board;
optimization becoming more critical
• Competitive pressure
14

15. Measurement Challenges
• Massive amounts of data (billion clicks)
• Lots of disparate “channels” and media
• Difficult to tie to business outcomes
– Example: Revenue or margin
• Must be timely and automatic
• Need to slice, dice and drill-down
15

16. Solutions
MEASURING MARKETING
16

17. The World of Online Direct Marketing
Texts
Banner Ads
Google Mobile
Adwords
Misc Media
Email
Yahoo/Bing
Salesforce.com
Order
Web Site
Mgmt
ERP
17

18. Marketing Dashboard
18

19. The Goal: True Closed Loop Marketing
Monitor & Analyze
•By customer
•By segment
Spend $X •By channel
Obtain $Y
on •By product
in revenue
Content & •By campaign
& margin •By ad
Channel
•By placement
•By page
•Etc.
Adjust, Stop or Repeat
19

20. What to measure
Mktg
• Outcomes vs. Activities
Sales
External
Internal
20

21. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “Business
Intelligence 101”
21

22. Where do you stand?
MARKETING ANALYTICS
MATURITY MODEL
22

23. Marketing Analytics Maturity Model
Attributes
Development
23

24. Beginning Measurement
• Individual Reports, activity measurement
• “Goals” (next step not always result)
24

25. Early Growth
• Application Reports
• Simple tie together of reports (funnel)
25

26. Late Growth
• Copy / Paste Scraping, Excel, manual tie
to results
26

27. Mature
• Analytic System
• Tie between external campaign data and
internal data like website and order
management
27

28. In Action
DEMONSTRATION
To view a free recoding of this demo, go to
www.senturus.com/recorded-webinars.php
You will find this recording under the Business Intelligence 101 section. It
is entitled as mproving your marketing ROI.
28

29. Building
FOUNDATION FOR THE
FUTURE
29

30. Future
• New Channels/ • Time of Day
Partners • Increasing or
• External Data Diminishing Returns
• Returning vs. New
30

31. Summary
• Online marketing use and value is growing
significantly
– Yet measurement tools lag far behind
• Closed loop analysis is finally possible
– Data & tools exist
• Difficult and suboptimal to handle manually
• Extremely high ROI
• Even if you aren’t doing it, it’s likely your
competitors are
31

32. Next Steps
For a free assessment of your Marketing
Analytics, please contact :
Keith Goldberg, Practice Director:
kgoldberg@senturus.com
To request a soft copy of this presentation,
please contact:
sales@senturus.com
32

33. Linking actions to outcomes – The Funnel
Target Market
Awareness (Prospect)
Consideration (Opportunity)
Preference
(Qualified Lead)
Loyalty (Repeat)
Action (Customer)
33

34. Challenge- Crossing the Divide
Target Market
Awareness (Prospect)
Consideration (Opportunity) External Systems
Preference Internal Systems
(Qualified Lead)
Action (Customer)
34

35. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “Business
Intelligence 101”
35

36. Contact Senturus
Senturus, Inc
www.senturus.com
sales@senturus.com
888-601-6010
36

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