Making  Marke*ng  Data  Ac*onable:    4  Ways  Analy*cs  Track  &  Build  Be5er  Engagement  

#DataOverload  

#DataOverload  

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#DataOverload  Demand  Gen  Report:   @DG_Report  

Marketo:   @Marketo  

#DataOverload  

About  Demand  Gen  Report  •  Launched  in  2007  to  track  best  prac*ces  in  

lead  genera*on  

•  Newsle5er  has  grown  to  more  than  28,000  readers  

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•  Resources,  infographics,  podcasts  and  more!    

www.marke*ngid.net  

Introducing  Marke*ng  ID  

#DataOverload  

Panelist  

Mike  Tomita���Sr.  Marke*ng  Manager���Marketo  

MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

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Agenda

•  Introduc*on  •  Marke*ng's  Changing  Role  •  Taking  Ac*on  on  Your  Data  

•  Improving  website  user  experience  •  Presen*ng  persona  based  offers  •  Matching  visitor  expecta*ons  by  source  •  Evalua*ng  your  programs  

•  Q/A  

About Marketo

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70% of a customer’s journey today is self directed.

2900 marketing messages per day are vying for your prospect’s attention

50% of all purchasing decisions are influenced by third-parties

SiriusDecisions SuperProfile McKinsey  Quarterly

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Customer Journey

MARKETING   SALES  

Evaluate Options

Gather Information

Buying Decision Purchase Need

Sales  SALES  

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Customer Journey

MARKETING   SALES  

Evaluate Options

Gather Information

Buying Decision Purchase Need

Sales  

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Marketing’s New Role

MARKETING   SALES   MARKETING  

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Reading Digital “Body Language”

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The Marketer’s Toolbox

• Website  Analy*cs  • Personaliza*on  • Marke*ng  Automa*on  or  ESP  • Version  and  User  Tes*ng  

Website User Experience

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User  Experience  

Engagement  

Ac*vity  Data  

Tes*ng  

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Event Tracking

• Provides  great  insights  to  behavior  • Accounts  for  non-­‐naviga*on  interac*ons  •  Easy  set-­‐up  •  Surprisingly  under-­‐u*lized  

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Navigation Usage

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1

23

5

4

Personalization and Personas

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Who Is Your Audience?

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Who Is Your Audience?

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Geo  Loca*on   Ver*cal   Compe*tor  Technology  Company  Revenue    

Local  Events   Demo  Webinars  Case  Studies  eBooks  

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Identifying Interest

Traffic Sources

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Analyze Your Data by Source

Device Usage •  Screen Resolutions •  Browser

Entry/Landing Pages •  Bounce Rate •  Pages Viewed

= / = / = / = / = / = /

Event Tracking •  Navigation •  Page Elements

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Visitor Mobile Usage by Channel

All  Channels  

Social  Media  

Mobile   Mobile  

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Mobile Usage

80%   78%   41%  

Evaluating Program Success

45% of marketers use single attribution.

21% of marketers attribute across multiple programs and people.

20% do not use any type of attribution tracking.

The  Lenskold  Group  /  eMedia  Lead  Genera>on  Marke>ng  ROI  study

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What Kind Of Attribution Is Right?

SINGLE  Assign  all  the  value  to  the  first  (or  last)  program  that  touched  the  deal.      This  usually  means  alloca*ng  the  deal  to  the  source  of  the  first  person  from  that  company,  or  to  the  key  person.  

MULTI-­‐PROGRAM    Assign  por*ons  of  the  value  to  each  program  that  touched  the  deal.    Before  you  allocate  credit  across  mul*ple  programs  and  people,  you  need  to  decide  how  to  weight  each  touch  point  –  if  at  all.  

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What Kind Of Attribution Is Right?

SINGLE  Assign  all  the  value  to  the  first  (or  last)  program  that  touched  the  deal.      This  usually  means  alloca*ng  the  deal  to  the  source  of  the  first  person  from  that  company,  or  to  the  key  person.  

MULTI-­‐PROGRAM    Assign  por*ons  of  the  value  to  each  program  that  touched  the  deal.    Before  you  allocate  credit  across  mul*ple  programs  and  people,  you  need  to  decide  how  to  weight  each  touch  point  –  if  at  all.  

Acquisi'on  

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What Kind Of Attribution Is Right?

SINGLE  Assign  all  the  value  to  the  first  (or  last)  program  that  touched  the  deal.      This  usually  means  alloca*ng  the  deal  to  the  source  of  the  first  person  from  that  company,  or  to  the  key  person.  

MULTI-­‐PROGRAM    Assign  por*ons  of  the  value  to  each  program  that  touched  the  deal.    Before  you  allocate  credit  across  mul*ple  programs  and  people,  you  need  to  decide  how  to  weight  each  touch  point  –  if  at  all.  

Acquisi'on   Engagement  

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Lead Generation Channel   Program   Cost   New  Names   CPA  

Paid  Search   Google  Search   $25,000   500   $50  

Paid  Search   Google  Remarke*ng   $50,000   500   $100  

Paid  Social   Facebook   $12,500   500   $25  

Paid  Social   Twi5er   $25,000   500   $50  

*  Data  for  illustra*ve  purposes  only  

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Lead Generation Channel   Program   Cost   New  Names   CPA  

Paid  Search   Google  Search   $25,000   500   $50  

Paid  Search   Google  Remarke*ng   $50,000   500   $100  

Paid  Social   Facebook   $12,500   500   $25  

Paid  Social   Twi5er   $25,000   500   $50  

*  Data  for  illustra*ve  purposes  only  

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Lead Generation + ROI Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $800,000   32:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1  

Paid  Social   Facebook   $12,500   $25   $100,000   8:1  

Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  

*  Data  for  illustra*ve  purposes  only  

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Lead Generation + ROI Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $800,000   32:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1  

Paid  Social   Facebook   $12,500   $25   $100,000   8:1  

Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  

*  Data  for  illustra*ve  purposes  only  

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Lead Generation + ROI Channel   Program   Cost   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $50,000   $1,000,000   20:1  

Paid  Search   Google  Remarke*ng   $10,000   $100,000   10:1  

Paid  Social   Facebook   $5,000   $50,000   10:1  

Paid  Social   Twi5er   $5,000   $25,000   5:1  

*  Data  for  illustra*ve  purposes  only  

Channel   Program   Cost   CPA   MT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $300,000   12:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $900,000   18:1  

Paid  Social   Facebook   $12,500   $25   $200,000   16:1  

Paid  Social   Twi5er   $25,000   $50   $100,000   4:1  

Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $800,000   32:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1  

Paid  Social   Facebook   $12,500   $25   $100,000   8:1  

Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  

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Lead Generation + ROI Channel   Program   Cost   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $50,000   $1,000,000   20:1  

Paid  Search   Google  Remarke*ng   $10,000   $100,000   10:1  

Paid  Social   Facebook   $5,000   $50,000   10:1  

Paid  Social   Twi5er   $5,000   $25,000   5:1  

*  Data  for  illustra*ve  purposes  only  

Channel   Program   Cost   CPA   MT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $300,000   12:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $900,000   18:1  

Paid  Social   Facebook   $12,500   $25   $200,000   16:1  

Paid  Social   Twi5er   $25,000   $50   $100,000   4:1  

Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $800,000   32:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1  

Paid  Social   Facebook   $12,500   $25   $100,000   8:1  

Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  

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Lead Generation + ROI Channel   Program   Cost   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $50,000   $1,000,000   20:1  

Paid  Search   Google  Remarke*ng   $10,000   $100,000   10:1  

Paid  Social   Facebook   $5,000   $50,000   10:1  

Paid  Social   Twi5er   $5,000   $25,000   5:1  

*  Data  for  illustra*ve  purposes  only  

Channel   Program   Cost   CPA   MT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $300,000   12:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $900,000   18:1  

Paid  Social   Facebook   $12,500   $25   $200,000   16:1  

Paid  Social   Twi5er   $25,000   $50   $100,000   4:1  

Channel   Program   Cost   CPA   FT  Pipeline   Pipe/Cost  Ra*o  

Paid  Search   Google  Search   $25,000   $50   $800,000   32:1  

Paid  Search   Google  Remarke*ng   $50,000   $100   $300,000   6:1  

Paid  Social   Facebook   $12,500   $25   $100,000   8:1  

Paid  Social   Twi5er   $25,000   $50   $75,000   3:1  

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Opportunity Touch Analysis

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Takeaways

• Use  event  tracking  to  analyze  behavior  • Personalize  offers  as  much  as  possible  • Analyze  your  traffic  sources  separately  • Go  beyond  cost-­‐per-­‐acquisi*on  metrics  •  Look  at  your  data  from  every  angle  

Thank You

#DataOverload  

Q&A    //    Panelist  

Mike  Tomita���Sr.  Marke*ng  Manager���Marketo  

MODERATOR:  Andrew  Gaffney  Editor,  Demand  Gen  Report  

Thanks  for  joining  us!  View  webcast  on-­‐demand  at:  hQp://dg-­‐r.co/marketo0415