data-driven marketing done right: strategies to focus on prospects of value, not volume
TRANSCRIPT
Direct mail or print
advertising close rate
The average click-through rate
for paid search (worldwide)
Clicks and the results from
6 to 10 on a Google
search account for only
Average webinar
registrant-to-attendee
rate
Living in a World of Diminishing Returns
2% 42%
1.7%
3.73%
Focusing on the Wrong End of the Funnel
Path or Poof
Path or Poof
Path or Poof
Path or Poof
Path or Poof
Why Now?
• What does data-driven mean in 2015?
• Is it a complete overhaul?
Technological Determinism
Social ConstructionOf Technology
New Technology
Market Need
Market Need
New Technology
The Market Need has Changed
Produce as much
as possible
Production Era
Convince customers
to buy what you
have
Sales Era
Give customers what they
want
Customer
Era
Buyer’s MarketSeller’s Market
Volume
(clicks, visits, registrations)
Velocity
(Conversion Rate)
What is the Missing Piece?
Volume
(clicks, visits, registrations)
Data-Driven = Value Driven
Velocity
(Conversion Rate)
The Missing Piece is VALUE• Asking the right questions is how we get there
The Domains of the Customer Journey
The
Customer
Journey
Digital
Presence
Live
Events
Marketing
Outreach
Sales
Outside of
Influence
Questions for Value-driven Approaches
Value
• Where do you find customers of value?
• What success metrics to use
• How to approach customer experience?
• Where to find ideas?
The 80/2 Rule
• Less than 2% of your customers will bring in more than 80% of the value
Success Metrics
• Long Term Value = Long Term Success
Success Metrics Examples
• Conversion Rate, Attribution
Conversions
Impressions
Success Metrics Examples
• ROI
Value
Cost
Segmentation
Prioritization
PersonalizationApply
Automate
Learn
Customer Experience
Science
ArtPutting In the science
Into the ArtAnd
Mark
etin
g M
atu
rity
Hypothesis Creation
Accurate Predictions
Understanding the Customer Journey
Accountability for Business Goals
High Level Business Goals
Cross Channel Data
Automation
Hypothesis Validation
Customer Journey Database
High Level Conversion Tracking
Segmentation
Marketing Attribution
Predictive Analytics
Insights
Experiments, A/B Testing
Personalization
Problem Technology
