Marketing Analytics: Measure What is Crucial and Ties to Business Objectives

Shashi BellamkondaCMO Surefire Social

Shashi BellamkondaChief Marketing Officer

Surefire Local: #1 Local Marketing Automation Platform

★Teach marketing at Georgetown University

★15 years in marketing technology

★Peers call me “Social Media Swami” and have mentioned me in 17 marketing books

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Drive marketing with Marketing Analytics ❖ Challenge

Difficult to setup and measure❖ Solution

Measure what matters❖ Implementation

Tie marketing analytics back to your business goals #dsdc16

Introduction

Do we agree with Einstein?“Not everything that can be counted counts and not everything that counts can be counted.” –Albert Einstein

Photo: Smithsonian

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CMOs Top ChallengesData AccessOpenStackSingle Dashboard CampaignsROI Attribution

Customer DataCollect, Integrate & Aggregate

PersonalizationCustomer TargetingData-driven Campaigns

Source: Adage

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Marketing Data today is massive, tough to analyze and difficult to report in a single view

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Confusing! >> 35oo Marketing Technology Tools to choose from

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Back to Basics

Goal 1 Influence future

behavior

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Goal 2 Drives business

objectives

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Goal 3Measure ROI

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Critical Marketing Analytics Steps1. Audit: Where are we now?2. Objectives: Where do we want to

be?3. Plan: How do we get there?4. Reporting: Are we there yet?5. Analysis: What do we need to

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1. Audit #dsdc16

❖ Track phone calls, form fills, goal conversions in one place

❖ Measure web traffic & performance

❖ Words/phrases people are using to find you online

❖ Reputation and reviews

❖ Social media metrics

❖ Competition

2. Set Objectives

$$$/CustomersConversions/

MQL/Demos/Retention

Engagement, Subscriptions, Events, Downloads, Form

FillsWeb traffic, Phone calls, Ad

metrics, Social metrics, Email metrics,

Online toolsAudience, Contacts, Personas, Segmentation

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3. Plan

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❖ Campaign Ideas❖ Tools and Technology❖ Resources❖ Budget❖ KPIs

4. Report

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❖ Compare Timelines❖ Successful Channels❖ Top Content❖ Events and Shows❖ Activities❖ Web Tools

5. Analyze

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❖Are we meeting our goals?

❖What can we change?❖When?❖What do we do next?

Reporting Vs. Analyzing●Data you can digest●More Analysis vs.

Reporting

Searcheningeland,com

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Trends

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Inferred Attribution

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HamiltonCreate buzz for Hamilton beyond the Broadway audience

Used social media with influencer campaigns, impromptu live shows, Tweets, retweets, $10 tickets:

➔ NumbersGreat audience build up with 500k YouTube & 250k on Twitter

➔ GoalsSold out shows, 43% premium on tickets, 21 Tony awards, Lot of buzzSource: Washington Post

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Measure Customer Journey Across All Channels

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Content Measurement

Text AnalysisContent show your message accurately

ToneWhat is the tone of the content

EmotionWhat emotion does content evoke in readers

Cognitive Thinking using IBM Watson

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Coming Soon…..

Watch/VR AudienceBeyond mobile, experience with various devices

Voice SearchesGoogle: 20% of mobile queries are voice searches

Lookalike AudiencePersonalization of contentTargeting people who look like your existing customers

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ClosingProve ROI of Marketing❖ Right Metrics

Tie all the metrics together❖ Timely

Measure regularly and report on time❖ Action oriented

Use metrics to drive strategy

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Questions?Download this presentation from

Surefirelocal.com/dsdc16

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Thank youLet’s ConnectShare your Marketing Metrics story with me:shashi@surefiresocial.com