digital transformation: measuring down the funnel - daniel newman
TRANSCRIPT
DIGITALTRANSFORMATION:
DATA DRIVENMARKETINGMEETS PEOPLEDRIVEN RESULTS
THE EPHEMERAL VSTHE MEASURABLE
MARKETERSNEED TO MEASURE
EVERYTHING, BUT PEOPLE WANT TO FEEL THEY ARE
IMPORTANT, UNIQUE,AND MORE THAN JUST
A DATA POINT.
“NOBODYWANTSTO FEELLIKE JUSTA NUMBER”
DIGITALTRANSFORMATION:
Technology has poweredthe marketer through automation, big data,
mobile, IoT and more to have a much more
intimate view of who their customers are.
AIIOT
MOBILEBIG DATA
AUTOMATION
“CUSTOMERSDON’T CAREABOUT YOURTECHNOLOGY,THEY CAREABOUT THEEXPERIENCEYOU CREATE”
ASKYOURSELF
THIS:
DOES OURDIGITAL
EXPERIENCEEDUCATE,
INSPIRE ANDMEET YOURCUSTOMERS
NEEDS?
THEMARKETERSCONUNDRUM
“HOW CAN WE COLLECT DATA, MEASURE PERFORMANCE, TARGET CUSTOMERS, ANALYZE RESULTS WITHOUT OVERWHELMING OURCUSTOMERS?”
THE SHORT ANSWER?
THE FOCUS HAS TO BE IN THEVALUE YOU CREATE.
“NO CUSTOMER HAS EVER COMPLAINED THAT YOU ARE TOO HELPFUL OR THAT YOU CREATE TOO MUCH VALUE”
THERE IS ABIG PROBLEM
THOUGH…
TOO MANY MARKETERS CREATING TOO
MUCH NOISE ANDNOT ENOUGH VALUE
THE DIGITALLYTRANSFORMEDMARKETER DOES4 THINGS BETTERTHAN THEIRCOMPETITION
DRIVES LEADS:UNDERSTANDSTHAT MARKETINGIS A REVENUECENTER
EMBRACESTECHNOLOGY:
USES THE RIGHTTECHNOLOGYTO PROVIDETHE RIGHT EXPERIENCE ATTHE RIGHT TIME
VALUECREATOR:DOES ITEDUCATEAND/ORINSPIRE THECUSTOMER?
BUSINESS FOCUSED:MICRO (MARKETING)AND MACRO(BUSINESS)OBJECTIVES
HOW DO WECONNECT THE
EPHEMERALAND THE
MEASURABLE?
TECHNOLOGY+
THE NEW CONSUMER+
DATA DRIVEN MARKETING
=BETTER EXPERIENCES
AND…
MORESALES
MORE LEADS
AND YES…
MOREDOWNLOADS
MORECONVERSIONS
MORE CLICKS
"DIGITALTRANSFORMATIONIS ABOUT BETTERCUSTOMEREXPERIENCES ANDBRANDS MUST USETHE DATA TOCREATE THOSEEXPERIENCES"
WHAT ISDRIVING
CONVERSIONS?
White Papers Ebooks Best Practice Guides Webinars Reports Email
BUT...
RICH CONTENTISN’T ENOUGH.QUALITY IS AMUST!
"MARKETERSMUST THINK
BIGGER THANA ONE NIGHT
STAND!”
AFTER THE DOWNLOAD,CONVERSIONS DEPEND
ON 3 THINGS…
WAS THE ASSETVALUABLE?
HOW FAST DIDTHE COMPANY
FOLLOW UP?
“FOLLOW UP WITHIN 1
HOUR YIELDS7X GREATERLIKELIHOOD
OF CONVERSION”
SOURCE: HUBSPOT
DID THECOMPANYSTAY INTOUCH?
“LEADS ARE THE INDICATOR OF A MARKETERS ABILITY TO EXECUTE, COMMUNITY IS AN INDICATOR OF A BRANDS ABILITY TO BUILD LOYALTY”
@danielnewmanuv
IN THE AGE OF DIGITALTRANSFORMATION, THE
MARKETER MUST DO BOTH.
KEYS TOBRIDGING DATADRIVEN WITHCUSTOMER
EXPERIENCE
5
DIGITALTRANSFORMATIONREVOLVES AROUND
CUSTOMER EXPERIENCE
DATA DRIVENMARKETING IS A
CATALYST FOROPTIMIZED TOUCH
POINTS AND IMPROVEDPERSONALIZATION
BUILD YOUR LIST, BUILDYOUR COMMUNITY, BUILD
YOUR FUNNEL…EVERYTHINGIS MEASURABLE
MICRO OBJECTIVESLEADS
CONVERSIONSOPPORTUNITIES
REVENUE
MACRO OBJECTIVESPROFIT
RETENTION SATISFACTION
ADVOCACY
We measure because we can, but we market because we know
that the difference between good companies and great companies isn’t in their data, but in their ability to use data to create…
Remember
The Right ExperienceAt the
Right time For the
Right Customer…
It’s all about…
