Why Marketers Need Data to Survive

Justify Your Existence:Why Marketers Need Data to Survive

7900 Westpark Drive, Suite T107 McLean, VA 22102 | www.logixml.com

• Introduction

• The Marketer’s Lament

• What’s it like out there? – Survey Results

• Why is this so hard? – Challenges to Reporting on Marketing

• It doesn’t have to be like this – Dashboard Demo

• About this Solution – Shameless Self-Promotion

• Wrap Up and Q&A

Agenda

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Who Are These Guys?

LogiXML provides an easy to use technology that allows businesses to create and share dashboards and reports with their employees and customers

LogiXML - Who Are These Guys?

• HQ in Northern Virginia

• Founded in 2000

• Over 500 Customers worldwide

• Recognized by Inc. 500• Fastest growing companies• Top 25 Software Vendor

• Over 60% year-over-year growth in 2010

“The average tenure of a chief marketing officer is 23 months.”

- Steve Rubelquoting a study from Spencer Stuart

Introduction – The Marketer’s Lament

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• The last people we market to are the ones inside the building

• People primarily see the costs of marketing

• Few fully comprehend the scope of activities

• Until you prove how and how much you contribute, your value will be questioned

Why don’t they love us?

6

Marketing Effectiveness Survey

• Implemented during fall 2010

• 112 respondents

• Marketing professionals

• Broad industry distribution

• Objective: understand the breadth and depth of reporting problems that marketers face

7

Company Size: Number of Employees

8

1-2525%

26-10022%

101-50018%

501-25009%

2500+25%

Agency vs. Marketing Department

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Agency11%

Department89%

Marketing Budget as % of Total Budget

10

Less than 1%

1% 5% 10% 15% More than 15%

0%

5%

10%

15%

20%

25%

30%

Percentage of Total Budget

Pe

rce

nta

ge

of

Re

spo

nd

en

ts

Marketing Budget as % of Total Budget

11

Less than 1%

1% 5% 10% 15% More than 15%

0%

5%

10%

15%

20%

25%

30%

Percentage of Total Budget

Pe

rce

nta

ge

of

Re

spo

nd

en

ts

This is a lot of money…

% of Marketing Budget

12

Online Marketing

Website Development

Advertising

Direct Marketing

Public Relations

Marketing Planning/Brand

Strategy

0% 5% 10% 15% 20% 25% 30%

Sales Leads Sources

13

Referrals

Organic Search

Tradeshows & Events

PPC Advertising

Email Marketing

Direct Marketing

Public Relations

Non-PPC Online Advertising

0% 5% 10% 15% 20% 25%

Sales Leads Sources

14

Referrals

Organic Search

Tradeshows & Events

PPC Advertising

Email Marketing

Direct Marketing

Public Relations

Non-PPC Online Advertising

0% 5% 10% 15% 20% 25%

The payoff is coming from a lot of different places…

Popularity of All Marketing Tactics

15

Website

Social Media

Online Advertising

Email Marketing

SEO

Press Releases

Direct Marketing

Print Advertising

Sales Tools

Webinars

White Papers

Seminars

Third Party Research Sponsorship

Telemarketing

Books/eBooks

0% 20% 40% 60% 80% 100%

Popularity of All Marketing Tactics

16

Website

Social Media

Online Advertising

Email Marketing

SEO

Press Releases

Direct Marketing

Print Advertising

Sales Tools

Webinars

White Papers

Seminars

Third Party Research Sponsorship

Telemarketing

Books/eBooks

0% 20% 40% 60% 80% 100%

These places need a lot of different tactics…

Popularity of Social Media Tactics

17

Blogs

LinkedIn

Facebook

Twitter

Forums & Communities

Ratings & Reviews

Media Sharing: Documents

Media Sharing: Videos

Bookmarking

Microblogs

Media Sharing: Photos

Widgets

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Popularity of Social Media Tactics

18

Blogs

LinkedIn

Facebook

Twitter

Forums & Communities

Ratings & Reviews

Media Sharing: Documents

Media Sharing: Videos

Bookmarking

Microblogs

Media Sharing: Photos

Widgets

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

The number of tactics is growing…

ROI Estimates by Activity

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Referrals

Direct Marketing

Organic Search

Email Marketing

PPC Advertising

Tradeshows and Events

Non-PPC Advertising

Telemarketing

Public Relations

Very Poor Poor Fair Good Very Good

ROI Estimates by Activity

20

Referrals

Direct Marketing

Organic Search

Email Marketing

PPC Advertising

Tradeshows and Events

Non-PPC Advertising

Telemarketing

Public Relations

BUT…49% of respondents said

they aren’t able to calculate ROI at all!

Very Poor Poor Fair Good Very Good

Top 10 Email/Marketing Automation Tools

1.Constant Contact

2.CheetahMail

3.Exact Target

4.Eloqua

5.Hubspot

6.iContact

7.Marketo

8.LoopFuse

9.eWebber

10.Brainshark

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Top 10 Email/Marketing Automation Tools

1.Constant Contact

2.CheetahMail

3.Exact Target

4.Eloqua

5.Hubspot

6.iContact

7.Marketo

8.LoopFuse

9.eWebber

10.Brainshark

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Maybe we should use our marketing automation system…

How is Performance Measured?

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Excel

Google Analytics reporting

CRM reporting

Marketing automation reporting

SQL

0% 10% 20% 30% 40% 50% 60% 70%

How is Performance Measured?

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Excel

Google Analytics reporting

CRM reporting

Marketing automation reporting

SQL

0% 10% 20% 30% 40% 50% 60% 70%

But why aren’t we using our marketing automation systems?

Challenges in Measuring Performance

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Manual process: don't have time

Hard to get relevant data on one screen

Can't connect all my systems together

Don't have the technical expertise

None: I'm happy!

Not sure how to visualize the data

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

Challenges in Measuring Performance

26

Manual process: don't have time

Hard to get relevant data on one screen

Can't connect all my systems together

Don't have the technical expertise

None: I'm happy!

Not sure how to visualize the data

0% 5% 10%

15%

20%

25%

30%

35%

40%

45%

50%

Oh, that’s why…

• That’s a lot of money…• The payoff is coming from a lot of different places…• Thos places need a lot of different tactics…• The number of tactics is growing…• Most of us can’t calculate ROI…• Our marketing automation systems aren’t helping us

report…• We cant get all the data in one place easily and

reliably …

Conclusions and Observations

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• Manual data collection and Excel wizardry very inefficient

• Less likely to implement regular testing • Focus on metrics that are easy to get, not the right

ones• Almost impossible to calculate ROI• Confusing marketing vs. sales success (and failure)

Conclusions and Observations

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• A marketing dashboard template that connects to all of the common data sources

• Metrics that measure your success

• Interactive charts and visualizations to help you understand your data

• Optimized for internal and external views to accommodate agencies and marketing departments

There Must Be a Better Way…

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Marketing Dashboard Demo

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• Prove your value• Clearly report results to all stakeholders• Track progress towards milestones• Calculate ROI• Apples-to-apples comparison

• Less time gathering data,more time making better decisions• Connect all of your marketing systems together • See all of the relevant data on one screen• Automated process: don’t have to pull tons of Excel files every time

you want to analyze your data

Benefits of Marketing Dashboard

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“The biggest issue for our clients is that they needed one place that could aggregate all the different sources of data—and then be able to decipher what it all meant. Being able to provide our clients with a graphical depiction of what is working illustrates our ROI while adding value to the relationship.”

-Eric Welsh, Director of Interactive Marketing

Dana Communications

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“Time reporting on measurements and results is so critical for marketing functions. We can now provide faster turnaround on ad hoc data to help plan and execute different marketing tactics.”

-Margaret Ngai, Technical Director

The Marketing Store

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• Connects to any data source or data model• Online services (Google Analytics, Google Adwords, Salesforce, Twitter, etc.)• Marketing automation software (Marketo, Eloqua, etc.)• Databases (Omniture, SQL, etc.) • Flat files (Excel, etc.)

• Easy to Use, Highly Interactive• No technical expertise or training necessary• Ability for end users to do their own analysis• Easy to share reports with coworkers, clients, partners, etc. via link

• Actionable Data to Improve Marketing Operations• Data presented exactly how you want it so you can understand your data• KPIs, alerts, and report schedules for smart decision-making

About This Solution

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Thank You

LogiXMLhttp://www.logixml.com

For more information, contact: Lauren Blackwood, Product Specialistlauren.blackwood@logixml.com

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