Why You Need to Speak the Language of Marketing Performance

Why You Need to Speak the Language of Marketing Performance

Founder & [email protected]@laurvem

Dir, Product [email protected]@hitechmktg

mailto:[email protected]

mailto:[email protected]

About Origami Logic

Helping Global Brands Master Their Marketing Performance

Tier-1 Investors

Experienced Leaders& Domain Expertise

Rapid Deployment & Time-to-Value

Daily Insights and Optimization

Search and Organize with Dynamic Marketing Data Model

Unify All Campaign Performance Data

Our Platform

Improve and Prove the Value of Marketing

Smarter, more relevant, influential, credible and strategically-minded marketing orgs

More valued, effective, and measurable Marketing

Improve market and product competitiveness and growth

Make fact-based decisions regarding customers, markets, products and

competitors

Optimize marketing processes

As the global pioneer of MPM, VisionEdge Marketing has a vision to transform marketing into Centers of Excellence.

100+ Customers, 250+ Engagements

The Imperative for Marketing Measurement

“When asked to identify their strategic priorities for 2016, more organizations (53%) chose data-driven marketing with their top vote.”

eConsultancy Quarterly Digital Intelligence Briefing: 2016 Digital Trends

“Spending on marketing analytics will increase 66% in the next three years.”

CMO Survey Report, Sponsored by Deloitte, AMA & Duke School of Business, Feb 2016

…our review of more than 400 diverse client engagements from the past eight years, across industries and regions, found that an integrated analytics approach can free up some 15 to 20 percent of marketing spending.

“Using marketing analytics to drive superior growth”, McKinsey & Company, June 2014

4

Data, Measures, Metrics, KPIs…Oh my

Data = InformationStructured or Unstructured (Big Data)

Measure – quantity or quality

MeasureMetric

Metric – Standard Of Measure

Key Performance

Indicator

© VisionEdge Marketing, Inc. Proprietary and confidential. Not for redistribution.

Giving Life to the Terms

Data Measure Metric KPISIC Code Number of

Customers in a Segment

Average Order Value

Customer Lifetime Value

What a website visitor downloaded

Number of Net New Qualified Opportunities

Marketing Contribution to Pipeline

Share of Brand Preference

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2013 2014 2015 2016

5.905.40 5.10 5.40

6.90 6.50 6.80 7.107.90 7.90

8.40 8.30

Campaign Producers Sales Enablers Value Creators


Best-in-Class Marketers Know What Metrics Matter

Confidence They Know the Metrics Leaders Care About1=Not confident they have the right metrics; 10=Extremely confident

Source: VisionEdge Marketing 2016 MPM Benchmarking Study Abbreviated Summary - How to Make Progress on Your Marketing Excellence Journey

VEM’s Metrics Continuum


Analytics, Models, Dashboards too

Analytics - the discovery, interpretation, and communication of meaningful patterns in data.

Models – Use algorithms (math) that simulates how something works in marketing

Dashboards - provides a view of critical performance against goals at a glance

Data – values


© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.10

• Data Science – combines math, statistics and computer science. In the context of marketing, data science is applied to find ways to improve marketing results to business objectives.

The Role of Data Science

Article – “Does your marketing team need adata scientist?”http://www.gartner.com/smarterwithgartner/does-your-marketing-team-need-a-data-scientist/

http://www.gartner.com/smarterwithgartner/does-your-marketing-team-need-a-data-scientist/

© Origami Logic, Inc. Proprietary and confidential. Not for redistribution.11

This is Hard Work! Why Do It?

12

2015 2016

27%

45%53%

68%

93% 92%

Campaign Producers Sales Enablers Value Creators


Best-in-Class Marketers Excel at Measuring Their Contribution to the Business

% Agreement: Marketing is good at measuring their contribution to achieving business goals


13

CEOs Champion Value Creators

MPM Persona Most Consistent Critic Most Consistent Champion

Value Creators BU Leader CEO

Sales Enablers CFO Sales

Campaign Producers CFO Sales

© VisionEdge Mareting, Inc. Proprietary and confidential. Not for redistribution.

Source: 2016 MPM Benchmarking Study Abbreviated Summary - How to Make Progress on Your Marketing Excellence Journey

14

Sales

BU Leader

CFO/Finance

CEO

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00

6.70

5.30

4.80

5.20

7.00

7.00

6.70

6.80

8.10

8.00

7.90

8.50

Value Creators Sales Enablers Campaign Producers


Value Creators Get Wide SupportMarketing’s Credibility

1=Very Poor; 10=Very High


Access this white paper and more information on Origami Logic in the Resources section of our website - https://resources.origamilogic.com

Thank You!

Download the FREE 2016 MPM Benchmarking Study Abbreviated Summary - How to Make Progress on Your Marketing Excellence Journey @ http://visionedgemarketing.com/enhance-your-know-how-with-white-papers/