clearing the clutter - uc berkeley school of information€¦ · 3a) search engine optimization...
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Clearing the Clutter: An Overview of the Marketing Analytics Ecosystem
Dr. Michael KovedLecturer, School of InformationNovember 14th, [email protected]
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Introduction• Speaker Introduction
• Current Situation
• Complication
• Resolution
• Summary and Conclusion
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Current Situation
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Complication One: At Scale Hard to Do
Customer
Business Needs &
Marketing Messages
Technology
Platforms
Metrics &
Data
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Marketing Stack• Advertising• Content & Experience• Social• Sales• Data• Management
Complication Two: A Very Crowded Field of Solutions
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Resolution: 5 Component Stack
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Identify channels
Audience Building and Advertising Platforms
Search, Modeling and Optimization
Test & Learn, Campaign Execution, Tracking
Data, Platforms & Analytic Technologies
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1) Channels
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Data Capture
Metrics & Analytics
Optimization
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1A) Multi-Channel Marketing
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1B) What Can Go Wrong?!?
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1C) The Right Metrics Drive Successful Outcomes
● Web site: traffic source, site
visits, unique visitors,
conversion rates, organic vs
paid
● Email: bounces, opens,
unsubscribes, click through
● Social Media: volume, reach,
engagement, share of voice
● Direct Mail: response rates
● 3rd Party Advertising, cost per:
presentment, lead, click,
conversion
● Direct Channels
○ Sales, Cross-Sell, Retention
○ Increased Engagement
○ New-to-Firm vs Existing
Customers
○ ROI, Increase Lifetime Value
● Indirect Channels
○ Brand Awareness and
Consideration
○ Product conversions for
product-specific placements
○ Increased reach and brand
sentiment
Channel Outcomes
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High Level and Illustrative
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2. Audience Building and Advertising Platforms
Build: Demand Management Platform (DMP)
Advertising: Demand Side Platform (DSP)
&
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2A) Audience Building: DMP
Key Metrics: Conversion rates, targeting and improved ROI
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2B) Media Buy
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Key Metrics: Conversion rates, targeting and improved ROI
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3. Search, Modeling & Optimization
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3A) Search Engine Optimization & MarketingKey Metrics:
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SEM● Presentments● Click through rate● Cost per click● Number of conversions, Cost
per conversion
SEO● Keyword effectiveness, Top
referring URLs● Percent split of organic to paid
search● ROI on backlinks● Site metrics: time on page,
bounce rates....
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3B) Customer Level Modeling
Key Metrics: Lift Chart
Reactive • Bayesian
Models• Neural Net/
AI• Business
Rules
Proactive• Logistic• Time-to-Event• Bayesian
Recommendation Engines• Content-Based Filtering• Collaborative Filtering• Hybrid Systems
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● Reactive
● Proactive
● Recommendation
Engines
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3C) Channel-Product Level Modeling
Key Optimization Metrics: • In which channel
should I spend my next Marketing dollar?
• Do offers work?• How do I balance
Product vs. Brand spending?
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Solutions: • Media Mix Modeling• Cross Channel Attribution Modeling
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4. Test & Learn, Execution and Tracking
• Experimental Design
• Campaign Execution
• Tracking
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5. Data, Platforms and Analysis Tools
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High Level and Illustrative
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Wrap Up and Summary
•Customers expect Marketing to be timely and relevant
•Non-competitors set service and sales expectations
•To deliver, the range of choices is wide and complex
•The 5 part Ecosystem provides clarity
•Metrics matter; choose wisely
•To learn more, enroll in Info 290, Spring 2018.
•Questions? Comments? Email me: [email protected]
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