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Data Driven Corporate Marketing
Vidya Peters, VP of Corporate Marketing, MuleSoft@vidya_peters & linkedin.com/vidyapeters
Why does data matter in marketing?
1. Evaluates performance objectively2. Tells you where to focus3. Accelerates rapid and informed decision
making
Funnels are easy to measure: click throughs, trial, 1st time use, subscription, retention, advocacy
But measurement is even more important in the less intuitively quantifiable areas of marketing
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
Brand Awareness
Brand recall: Annual survey
Direct traffic and search volume data
Share of voice
Creative design
Conversion growth through A/B testing
Creative brief delivery score
External validation and awards
Web development
Site performance
Productivity
PR & AR
Leadership in top analyst reports
Share of voice over time
Tier 1 coverage growth over time
Developer relations and marketing
Growth in community
Product signups
Growth in champions
Talent marketing
Traffic
Referrals/applications
% offers/applications
Questions?
Connect with me on LinkedIn at /vidyapeters or follow me on Twitter @vidya_peters