Our Mission: Deliver remarkable experiences and superior results for our clients.

Our Vision: To be leaders in leveraging data to help brands make smarter marketing investments.

Matthew ZauteVice President- Analytics

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2/24/2016

Moving From Insight to Action

Agenda

→The Current Landscape

→Goal and Priority Alignment

→Keys to Success

→Case Study

The Current Landscape

The Current LandscapeOrganizations are seeing the value

• Four our of five business decision-makers are prioritizing analytics funding.• Nearly two-thirds of business decision-makers are implementing or updating

predictive analytics solutions in the next 12 months. • A predictive model that provides a modest 2% increase in consumer direct

marketing response rates can yield an almost six fold increase in profit compared with a similar campaign executed without a predictive model.

Source: Forrester

Common Struggles

Source: Deloitte

Does This Sound Familiar?

I don’t trust my data.

I don’t know how to bridge my data

together and achieve standardization.

I don’t have the right technology or know how to

use it.

It’s expensive and timely – I need to

quantify ROI and time to impact.

So, What’s Our Goal?To wrangle insights and turn them into action

Goal and Priority Alignment

Lay the Right Foundation

+ =

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1. Align Business Impact & Marketing Goals

Where do you want to take the business?

Where do analytics and marketing fit strategically?How are successful outcomes defined?How do stakeholders rely on analytics?

Who are my best-fit customers?What are they worth to the business? (LTV)

What marketing tactics are influencing them?

Response- Yielding Questions

DirectionalQuestions

1. Align Business Impact and Marketing Goals

“NOT EVERYTHING THAT CAN BE COUNTED COUNTS, AND NOT EVERYTHING THAT COUNTS CAN BE COUNTED.”

ALBERT EINSTEIN

2. Ask & Answer the Right Questions2. Ask & Answer the Right Questions

3. PrioritizeFocus On Areas of Opportunity & Impact

Slow to Implement Quick to

Implement

Less Significant

Impact

Significant Impact

Prioritization Case Study

• Basic Functionality – 77 cases• Administrative Customization – 31 cases• Technical Customization – 30 cases• Advanced – 21 cases• Total – 134 cases

4. Understand Your Maturity

Our Mission: Deliver remarkable experiences and superior results for our clients.

Our Vision: To be leaders in leveraging data to help brands make smarter marketing investments.

Ashmita ChatterjeeAssociate Director - Analytics

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ZirMed: Closing the Loop with Call Intelligence

Agenda

→ Client Intro & Business goal→ Challenges→ Rise Approach→ Results - True ROI→ Insights & Optimization→ What’s next?

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About ZirMed

A B2B company which helps hospital systems,

Accountable Care Organizations, and private

practices manage their revenue cycle and patient

health outcomes.

→Business goal-Monthly Recurring Revenue→Marketing drives quality leads→Last Touch Point - Sales Representative

Challenge

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Challenge

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Challenge

→Attribute actual revenue to all marketing investments→Which campaigns are most effectively delivering quality phone leads and driving revenue

→Bridge the aperture between what happens online/offline and the final action the prospect takes to reach a salesperson.

→To ascertain the relationship between digital media campaigns, revenue, and lifetime customer value

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Challenge (Online)

→Keyword level Attribution →Optimizing against proxy metrics→Single Source of Truth→Fragmented Insights→Multi-channel strategy→Restricted to ‘digital path to purchase’

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Limited Information|Fragmented Insights

Approach

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Rise Approach→Understanding Client Needs & Goals

→Nature of Business →Confirm ZirMed’s priorities→Determine data points to be reflected in both systems

→Vendor Recommendation & Management →Aligned with Client Goals→Drive Timelines & Communication

→Project Management→Coordination with ZirMed teams→Porting of old numbers →Ensure Transition is smooth & accurate

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Limited Information|Fragmented Insights

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After Call tracking

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Rise Approach→Implementing the best in breed call tracking solution

→custom code via GTM, url parameter tagging →Ring Pool setups & cookie rules for attribution→Configuration of Opportunity Created(c) and Sales(w)

→Data Governance & Testing →Spam blocking capabilities to ensure quality of calls →Audit and verify SalesForce data accuracy in Invoca→Continuous monitoring of attribution and troubleshooting

→Automating Call Measurement→Adwords & Salesforce Dashboard→Custom Reporting

→/Investigating possible issues

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Custom Insights & Activation

Results

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All Channels Average Order MRR

Value:$156.8

Organic Revenue per Call:$68.38

Print Generated 161 phone calls with 0 Opps

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Paid Search InsightsKeywords ‘Zirmed’ drove

40 calls , 42 web opps , 11 phone Opp & $2,364 in

revenue

Revenue per call:$23.00

Generating 28% of total calls

Average Order Value: $182.00

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Beyond Revenue

→ Use Call Recording with the opportunity created in Salesforce. →Great feature to monitor eligibility and call quality. →Additional layer with the manual call notes.

→ Tool for Knowledge transfer from Sales to Account Management→ Great tool for Sales training → Assess Top of the funnel campaigns v/s bottom→ Multi-touch Attribution

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What’s next?

→ Invoca Whisper Technology→ Invoca Signal→ Close Loop Insights & Activation→ Google Universal Analytics Integration→ Retargeting campaigns for Opportunities

  

THANK YOU

www.riseinteractive.com