Frakture 4 fold webinar presentation 2015-04_23
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Data and Analytics are all the rage these days and the appeal to use data to inform comms strategy is coming from all sides. You're collecting data everywhere. In your CRM, in your offline database, from your direct mail programs, from your social media, your events, etc. Perhaps you're even doing data appends from outside sources. You’re swimming in data! However, data in and of itself is useless. How do you get to a place where you’re able to transform your data into something meaningful?
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Frakture 4 fold webinar presentation 2015-04_23
- 1. Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import Marketing Consultants Node.js Touch Mobile Cloud Marketing Math Regression Analyze Testing Message Production Actionable Insight Analytics 2.0 Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import Marketing Consultants Node.js Touch Mobile Cloud Marketing Math Regression Analyze Testing Message Production Actionable Insight Analytics 2.0 Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed
- 2. Agenda
- 3. Agenda * Intro/logistics/waiting for slackers
- 4. Agenda * Intro/logistics/waiting for slackers * Uhh….. why data?
- 5. Agenda * Intro/logistics/waiting for slackers * Uhh….. why data? * How donors and consumers think (short version)
- 6. Agenda * Intro/logistics/waiting for slackers * Uhh….. why data? * How donors and consumers think (short version) * Exactly how screwed are we?
- 7. Agenda * Intro/logistics/waiting for slackers * Uhh….. why data? * How donors and consumers think (short version) * Exactly how screwed are we? * The Four-fold path to Data Nirvana
- 8. Agenda * Intro/logistics/waiting for slackers * Uhh….. why data? * How donors and consumers think (short version) * Exactly how screwed are we? * The Four-fold path to Data Nirvana * Oh, and Bots
- 9. Data on People Matters
- 10. Standing OUT Data on People Matters
- 11. Standing OUT Increasing Revenue & Actions Data on People Matters
- 12. Standing OUT Increasing Revenue & Actions Reducing Cost Data on People Matters
- 13. Standing OUT Increasing Revenue & Actions Reducing Cost Data on People Matters demands knowledge of audience:
- 14. Standing OUT Increasing Revenue & Actions Reducing Cost Data on People Matters Mediums demands knowledge of audience:
- 15. Standing OUT Increasing Revenue & Actions Reducing Cost Data on People Matters Mediums Offer demands knowledge of audience:
- 16. Standing OUT Increasing Revenue & Actions Reducing Cost Data on People Matters Mediums Offer Value proposition demands knowledge of audience:
- 18. Knowing what a person thinks and believes should drive how you engage them. Consumer Decision Cycle
- 19. Knowing what a person thinks and believes should drive how you engage them. Consumer Decision Cycle Unaware
- 20. Knowing what a person thinks and believes should drive how you engage them. Consumer Decision Cycle Unaware Aware
- 21. Knowing what a person thinks and believes should drive how you engage them. Consumer Decision Cycle Unaware Aware Considering
- 22. Knowing what a person thinks and believes should drive how you engage them. Consumer Decision Cycle Unaware Aware Considering Decision
- 23. How Do We Know … DATA!ObjectivePsychological General Class Behavior Specific
- 24. How Do We Know … DATA! Gender Income Ethnicity Life Cycle Social Class Geo Cluster ObjectivePsychological General Class Behavior Specific
- 25. How Do We Know … DATA! Gender Income Ethnicity Life Cycle Social Class Geo Cluster Personality Type Lifestyle Psychographic Category Value Category ObjectivePsychological General Class Behavior Specific
- 26. How Do We Know … DATA! Gender Income Ethnicity Life Cycle Social Class Geo Cluster Donates Attends Acts Refers Shares / Comments Opens Personality Type Lifestyle Psychographic Category Value Category ObjectivePsychological General Class Behavior Specific
- 27. How Do We Know … DATA! Gender Income Ethnicity Life Cycle Social Class Geo Cluster Donates Attends Acts Refers Shares / Comments Opens Personality Type Lifestyle Psychographic Category Value Category Survey Opinions Attitudes Beliefs Change of Life Stage Decision Stage ObjectivePsychological General Class Behavior Specific
- 28. 65% of Organizations say that integrating multiple data sources is a challenge Why can’t we do it (well) now? DATA TOO many technologies, not enough TIME Ever increasing number of channels of communication #1
- 29. Source: http://blog.neolane.com/conversational-marketing/big-data/ Data Integration and Analytics are Manual and Expensive Turning insight into action Once you HAVE good data, getting it to your organizers is HARD. 2018 Data Analyst Shortage #2 #3 Tools that do all three of these things well and make it simple do not exist Good Data Analysts and Engineers are rare, and their time is EXPENSIVE Why can’t we do it (well) now?
- 30. Sound familiar?
- 31. Sound familiar? “Our database of record can’t do that?”
- 32. Sound familiar? “Our database of record can’t do that?” “It’s going to cost HOW MUCH to integrate?”
- 33. Sound familiar? “Our database of record can’t do that?” “It’s going to cost HOW MUCH to integrate?” “We need to hire more people”
- 34. Sound familiar? “Our database of record can’t do that?” “It’s going to cost HOW MUCH to integrate?” “We need to hire more people” “I wish we could target …..”
- 35. Sound familiar? “Our database of record can’t do that?” “It’s going to cost HOW MUCH to integrate?” “We need to hire more people” “I wish we could target …..” Other?
- 36. The Four-Fold Path to Data Nirvana The Four-Fold Path
- 37. Create an integration ecosystem (not just point to point) Stage #1: Integration
- 38. Deploy (and feed) a Warehouse Beast Stage #2: Warehousing
- 39. KPI’s Cross-channel impressions, interactions, actions Return on Investment Retention, time, break even and lifetime value Stage #3: Reporting Retargeting Email + Google Ads Facebook 240k Impressions/ $1.5k 243.2k Impressions/ $3k 30k Impressions/ $2k 72k Impressions/ $.5k ENGAGEMENT ROI REPORT Sept 1 - 31, 2014 585.2k Impressions / $7k Spent400 IMPRESSIONS / COST BY CHANNEL INTERACTIONS / COST BY CHANNEL 0 60k 120k 180k 240k $1K $2K $3K ACTIONS / COST BY CHANNEL REVENUE / COST BY CHANNEL IMPRESSIONS / DOLLAR ACTIONS / DOLLAR INTERACTIONS / DOLLAR REVENUE / DOLLAR IMPRESSIONS DOLLARS SPENT Retargeting FacebookGoogle AdsEmail INTERACTIONS DOLLARS SPENT REVENUE DOLLARS SPENT ACTIONS DOLLARS SPENT 160 81 15 144 761 Actions / $7k Spent.39 2.3k Interactions/ $7k Spent2.8 $25.9k Revenue / $7k Spent$12.51 Retargeting Email + Google Ads Facebook 200 Interactions/ $1.5k 523 Interactions/ $3k 423 Interactions/ $2k 1132 Interactions/ $.5k .13 .17 .21 2.3 Retargeting Email + Google Ads Facebook 103 Actions/ $1.5k 451 Actions/ $3k 157 Actions/ $2k 50 Actions/ $.5k .07 .15 .08 .1 Retargeting Email + Google Ads Facebook $8.5k Revenue/ $1.5k $12.4k Revenue/ $3k $5k Revenue/ $2k $100 Revenue/ $.5k $5.69 $4.12 $2.50 $ .20 Retargeting FacebookGoogle AdsEmail Retargeting FacebookGoogle AdsEmail Retargeting FacebookGoogle AdsEmail 0 300 600 900 1200 $1K $2K $3K 0 125 250 375 500 $1K $2K $3K 0 $3.1k $6.2k $9.3k $12.4k $1K $2K $3K
- 40. Create targeting segments for all your communication channels Stage #4: Empowerment
- 41. Stage #4 (bonus!) > Freedom to Experiment & Innovate
- 42. You may need some help: Bots! >
- 43. Routing data and feeding the Beast
- 44. The result? Better engagement > When smart Bots work with smart people to solve the hard problems, you’re freed up to do creatively engage your audience in a way that robots can’t… Authentically. Turn your IT and Marketing teams from a team of 5 to a team of 50 Use the time-savings to make your data actionable Close the loop between analytics, campaign production and delivery
- 46. Data management > Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute. Move on from mayhem and chaos
- 47. Data management > Tip #5: Be strategic about the questions you want your data to answer.
- 48. Solving the integration crisis > Tip #4: Design so smart people do smarter things
- 49. Data management > Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute. To order and understanding 15DM1XXLV 15ONGXXLO 15DM3XXLV …. …. ….
- 50. Once your data is integrated > Retargeting Email + Google Ads Facebook 240k Impressions/ $1.5k 243.2k Impressions/ $3k 30k Impressions/ $2k 72k Impressions/ $.5k ENGAGEMENT ROI REPORT Sept 1 - 31, 2014 585.2k Impressions / $7k Spent400 IMPRESSIONS / COST BY CHANNEL INTERACTIONS / COST BY CHANNEL 0 60k 120k 180k 240k $1K $2K $3K IMPRESSIONS / DOLLAR ACTIONS / DOLLAR INTERACTIONS / DOLLAR REVENUE / DOLLAR IMPRESSIONS DOLLARS SPENT Retargeting FacebookGoogle AdsEmail INTERACTIONS DOLLARS SPENT 160 81 15 144 761 Actions / $7k Spent.39 2.3k Interactions/ $7k Spent2.8 $25.9k Revenue / $7k Spent$12.51 Retargeting Email + Google Ads Facebook 200 Interactions/ $1.5k 523 Interactions/ $3k 423 Interactions/ $2k 1132 Interactions/ $.5k .13 .17 .21 2.3 Retargeting Email + Google Ads Facebook 103 Actions/ $1.5k 451 Actions/ $3k 157 Actions/ $2k 50 Actions/ $.5k .07 .15 .08 .1 Retargeting Email + Google Ads Facebook $8.5k Revenue/ $1.5k $12.4k Revenue/ $3k $5k Revenue/ $2k $100 Revenue/ $.5k $5.69 $4.12 $2.50 $ .20 Retargeting FacebookGoogle AdsEmail 0 300 600 900 1200 $1K $2K $3K Get the reporting you need.
- 52. Cross-channel ROI Retargeting Email + Google Ads Facebook 240k Impressions/ $1.5k 243.2k Impressions/ $3k 30k Impressions/ $2k 72k Impressions/ $.5k ENGAGEMENT ROI REPORT Sept 1 - 31, 2014 585.2k Impressions / $7k Spent400 IMPRESSIONS / COST BY CHANNEL INTERACTIONS / COST BY CHANNEL 0 60k 120k 180k 240k $1K $2K $3K IMPRESSIONS / DOLLAR ACTIONS / DOLLAR INTERACTIONS / DOLLAR REVENUE / DOLLAR IMPRESSIONS DOLLARS SPENT Retargeting FacebookGoogle AdsEmail INTERACTIONS DOLLARS SPENT 160 81 15 144 761 Actions / $7k Spent.39 2.3k Interactions/ $7k Spent2.8 $25.9k Revenue / $7k Spent$12.51 Retargeting Email + Google Ads Facebook 200 Interactions/ $1.5k 523 Interactions/ $3k 423 Interactions/ $2k 1132 Interactions/ $.5k .13 .17 .21 2.3 Retargeting Email + Google Ads Facebook 103 Actions/ $1.5k 451 Actions/ $3k 157 Actions/ $2k 50 Actions/ $.5k .07 .15 .08 .1 Retargeting Email + Google Ads Facebook $8.5k Revenue/ $1.5k $12.4k Revenue/ $3k $5k Revenue/ $2k $100 Revenue/ $.5k $5.69 $4.12 $2.50 $ .20 Retargeting FacebookGoogle AdsEmail 0 300 600 900 1200 $1K $2K $3K
- 54. And data where you need it Raw Data Feed Get nightly dumps of all transactions across all channels: cleaned; id’d, and attributed. Multiple Formats Export all statistics and messages to spreadsheets, for your own projects Targeting Groups Create segments in your CRM, email system, online ad system, etc. based on cross-channel information. Unique ID’s Establish unique ID’s across all your different databases