Design  a  fun  &  unique  interac0ve  experience  targe0ng  5  personas    (CEO,  CFO,  VP  Product,  Product  Manager,  Dev.)  

Offer  each  targeted  resources  that  educate  and  deliver  value  Build  a  narra0ve  around  data  mone0za0on  &  embedded  analy0cs  Create  mul0ple  opportuni0es  for  targets  to  self-­‐iden0fy  and  MQL,    rou0ng  them  to  gated  content  (30  CTAs  across  all  personas)    

 

 

Embedded  Analy0cs  Campaign  Strategy  

Jessica  Legg      

Objec0ves  •  Build  a  differen0ated  narra0ve  around  GoodData’s  posi0on  as  the  leading  

provider  of  mone&zable  embedded  analy0cs  

•  Design  a  fun  &  unique  interac0ve  experience  targe0ng  5  personas    (CEO,  CFO,  VP  Product,  Product  Manager,  Developer)  

•  Launch  GoodData’s  first  fully-­‐integrated  campaign  across  all  mediums  (paid,  owned,  earned):  web,  print,  display,  paid  social/content,  blog,  email,  PR  

•  Create  mul0ple  opportuni0es  for  targets  to  self-­‐iden0fy  and  MQL,  feeding  the  sales  pipeline  with  PbG  leads  

•  Achieve  a  new  standard  for  content  excellence  at  GoodData  

 

 

Interac0ve  Web  Experience  LAUNCHING:  11/16/15  

•  Targeted  messaging  by  persona  

•  SEO-­‐op0mized  copy  throughout  

•  30  unique  MQL  opportuni0es    

CONCEPT:  “DATA  LAND”    

•  Challenge  prospects  to  reach  “the  next  level”  in  their  business  via  a  gaming  experience  (80’s  8-­‐bit  theme)  that  educates  them  on  how  to  mone0ze  their  data  with  embedded  analy0cs  

•  Players  must  turn  their  bag  of  data  into  dollars,  answering  targeted  ques0ons  that  drive  to  related  ebooks  

 

GAMING  EXPERIENCE    •  Animated  experience  (blinking  eyes,  

dots,  text  types  in,  “Play”  flies  out)  

•  Pick  from  five  players  (illustra0ons  match  the  covers  of  related  guides)  

•  Game  play  automa0cally  begins  

 

GAMING  EXPERIENCE    

•  Four  targeted  ques0ons  per  player  are  indicated  with  ?  

•  Four  animated  landscape  elements  push  to  gated  assets  in  the  theme  (data  lake,  cash  crop,  data  mine,  cloud)  

•  GoodData  branding  (fractals)  subtly  incorporated  into  the  sky  

 

GAMING  EXPERIENCE    •  Player  gets  bag  of  data  at  first  

ques0on,  around  mone0za0on  opportunity  

•  Three  more  ques0ons  map  to  Marketo  form  fill  via  cookies  

•  Player  automa0cally  advances  aier  answering  each  ques0on  

 

GAMING  EXPERIENCE    •  Player  is  told  the  correct  answer,  

and  directed  to  download  the  full  guide  to  learn  more  

 

GAMING  EXPERIENCE    •  A  Marketo  form  is  revealed,  which  

begins  a  download  once  complete  

 

GAMING  EXPERIENCE  

•  If  the  form  is  not  completed,  they  are  given  the  op0on  to  con0nue  playing  or  switch  players-­‐-­‐revealing  a  new  set  of  ques0ons,  and  related  guide  

GAMING  EXPERIENCE    •  Players  can  also  explore  the  

landscape  elements,  which  also  link  to  gated  assets  

•  Subtle  movement  will  direct  their  ajen0on  to  each,  as  well  as  some  copy  

 

GAMING  EXPERIENCE    •  Once  they’ve  completed  the  game,  

their  bag  of  data  transforms  into  a  rainstorm  of  spinning  coins  and  dollar  signs  

•  The  player  jumps  up  and  down,  and  dances  

•  They  are  congratulated  for  becoming  a  D4T4  M4ST3R!  and  offered  a  free  t-­‐shirt  if  they  complete  the  form  

•  A  custom  email  will  be  created  for  sales,  to  reply  to  qualified  prospects,  providing  them  with  a  code  and  a  url  to  redeem  their  custom  shirt  (Seen  later  in  the  presenta0on)  

Now,  let’s  look  at  the  full  webpage>>>  

Persona  Targeted  EBooks    PERSONA-­‐  TARGETED  EBOOKS    

•  Explain  it  to  Me  like  I’m  a  CEO:  What’s  So  Great  About  Embedded  Analy0cs?  

•  Explain  it  to  Me  like  I’m  a  CFO:  Why  Buy  Embedded  Analy0cs?  •  Explain  it  to  Me  like  I’m  a  VP  of  Product:  How  to  GTM  with  

Embedded  Analy0cs  •  Explain  it  to  Me  Like  I’m  a  Product  Manager:  How  to  

Successfully    Launch  an  Embedded  Analy0cs  Product  •  Powered  by  GoodData:  Mone0ze  Data  with  Embedded  

Analy0cs  

 

Resource  Landing  Pages  &  Web  CTAs  WWW  TRAFFIC  DRIVERS    

•  Integra0on  in  resources  sec0on  •  Redirec0ng  old  “Ul0mate  Guide”  to  

main  DataLand  landing  page  for  SEO  value  

•  Mobile-­‐op0mized  graphic  headers  (shown)  

•  Animated  CTA  banners  on  homepage,  embedded  analy0cs/PbG  page,  and  nav    (in  development)  

•  Graphic  CTAs  in  all  related  blog  posts    (both  old  and  new,  shown  later  in  preso)  

 

Persona  Targeted  Email  Campaigns  FOUR  UNIQUE  TRACKS    

•  Three  touch  campaigns  for:  CEOs,  CFOs,  VPs  of  Product,  and  PMs  

•  Touch  1:  DataLand  •  Touch  2:  Persona  targeted  ebook  

•  Touch  3:  Powered  by  GoodData  ebook  •  VP  of  Product  track  shown  at  lei  

 

 

Blog  Posts    12  NEW  BLOG  POSTS      

CEO:  How  to  Explain  Data  Mone0za0on  to  Your  CEO  Roman  Contributed  Byline  

 CFO:    

The  CFO’s  Guide  to  Data  Mone0za0on  7  Tradi0onal  Industries  that  will  be  Disrupted  by  

Data  Products  Philip  Contributed  Byline  

 VP  Product:    

To  Integrate,  or  to  Create?  How  to  Choose  Your  Data  Product  Strategy  

5  Considera0ons  for  Bringing  Data  Products  to  Market  

   

PM:  The  Whiteboard  Session  You  Need  to  Have  

When  Designing  Data  Products  How  to  Launch  a  Data  Product-­‐-­‐A  Product  

Manager  Checklist  GoodData  PM  &  Customer  Guest  Blogs  

 

 Powered  by  GoodData  ebook  -­‐  offer  on  mul0ple  blogs      

 

Blog  &  CTA  Graphics    CTA  GRAPHICS    

•  Integrated  in  new  &  old  PbG    blog  posts    

•  Integrated  into  organic  &  paid  social    

•  Several  versions  for  each  guide        

Organic  &  Paid  Content  Distribu0on  LIGHTNING:  

•  Launch  blog  first  week  of  Nov.    •  Integrated  DataLand  campaign  to  kick  

off    ROLLING  THUNDER    

•  Two  week  sprint  campaigns  for  each  guide  on  Outbrain,  Taboola,  Twijer,  LinkedIn  

 

 

Employee/Sales  Enablement  LINKEDIN  HEADERS:    

•  3  unique  header  op0ons  drive  traffic  to  DataLand,  crea0ng  MQL  opportuni0es  

 

SALES  EMAIL    

•  DataLand  follow  up  email  template    

SALES  TRAINING    

•  Messaging  &  process  training  session  •  Leads  coming  from:  

•  Gated  Assets  •  DataLand  Gaming  Experience  (t-­‐

shirt  follow  up)  •  Live  Events  •  Email  Campaigns  

       

Event  Experience  EVENT  LEAD  GEN    

•  Large  DataLand  event  banner  •  Laptops  with  gaming  

experience  •  Scan  badge  to  play  

   

EVENT  SWAG    

•  1-­‐2  ques0ons  correct:  USB  with  guides  

•  3-­‐4  ques0ons  correct:  DataLand  t-­‐shirt  

•  All  players:  Entered  for  grand  prize  

 

EVENT  GIVEAWAYS    

•  Gaming  package  (Contents  TBD)  

       

THANK  YOU>>>