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Page 1: Vidya peters

Data Driven Corporate Marketing

Vidya Peters, VP of Corporate Marketing, MuleSoft@vidya_peters & linkedin.com/vidyapeters

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Why does data matter in marketing?

1. Evaluates performance objectively2. Tells you where to focus3. Accelerates rapid and informed decision

making

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Funnels are easy to measure: click throughs, trial, 1st time use, subscription, retention, advocacy

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But measurement is even more important in the less intuitively quantifiable areas of marketing

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Measurement best practices

No more than 3 metricsCritical few to support, not paralyze decision making

Objective not subjective dataNo good/bad, high/low type ratings

Data that tracks over timeNo one time surveys

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Brand Awareness

Brand recall: Annual survey

Direct traffic and search volume data

Share of voice

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Creative design

Conversion growth through A/B testing

Creative brief delivery score

External validation and awards

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Web development

Site performance

Productivity

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PR & AR

Leadership in top analyst reports

Share of voice over time

Tier 1 coverage growth over time

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Developer relations and marketing

Growth in community

Product signups

Growth in champions

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Talent marketing

Traffic

Referrals/applications

% offers/applications

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Questions?

Connect with me on LinkedIn at /vidyapeters or follow me on Twitter @vidya_peters


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