The Truth About Dataand ‘Marketing Cloud’ 

Summary 

The proliferation of digital media opportunities can be overwhelming and overcomplicated – but it doesn’t need to be that way. It’s time for clarity, and the truth about marketing data and marketing cloud.

Benefits • Discover the truth about marketing data sellers don’t want you to know

• Demystify the ‘Marketing Cloud’, how it works and why you should care

• Review projections for media expenditures and future growth by channel

• Gain access to complimentary tools for list and audience research 

Discover the truth about marketing data sellers don’t

want you to know

Street smarts on email marketing quiz…

Acquisition Email Source Ordered Delivered Opens Clicks Match Back

Compiled List A ($35/M) 150,000           113,447           2,201                224                   165                  

Compiled List B ($20/M) 225,000           216,293           14,686             808                   248                  

Response List A ($150/M) 35,000             34,827             4,674                668                   73                     

Response List B ($225/M) 20,000             18,835             2,040                347                   55                     

Cooperative Database ($175/M) 75,000             68,731             3,588                466                   90                     

Which Email Data Source Had The Best ROI?

Which Email Data Source Had The Best ROI?

Acquisition Email Source Ordered Delivery Open Rate Click to Open Conversion

Compiled List A ($35/M) 150,000           75.63% 1.94% 10.20% 0.15%

Compiled List B ($20/M) 225,000           96.13% 6.79% 5.50% 0.11%

Response List A ($150/M) 35,000             98.43% 13.42% 14.30% 0.21%

Response List B ($225/M) 20,000             94.18% 10.83% 17.00% 0.29%

Cooperative Database ($175/M) 75,000             91.64% 5.22% 12.98% 0.13%

Which Email Data Source Had The Best ROI?

Acquisition Email Source Delivered Cost Conversions Revenue Gross Profit

Compiled List A ($35/M) 113,447           3,970.65$       165                   11,550.00$     7,579.36$      

Compiled List B ($20/M) 216,293           4,325.86$       248                   17,360.00$     13,034.14$    

Response List A ($150/M) 34,452             5,167.80$       73                      5,110.00$       (57.80)$           

Response List B ($225/M) 18,835             4,237.88$       55                      3,850.00$       (387.88)$        

Cooperative Database ($175/M) 68,731             12,027.93$     90                      6,300.00$       (5,727.93)$     

Which Email Data Source Had The Best ROI?

Acquisition Email Source Delivered Holdout Conversions (Delivered) 

Conversions (Holdout)

Incremental Conversions

Compiled List A ($35/M) 113,447           30,000             165 (0.15%) 47 (0.16%) 0 (0.00%)

Compiled List B ($20/M) 216,293           50,000             248 (0.11%) 65 (0.13%) 0 (0.00%)

Response List A ($150/M) 34,452             10,000             73 (0.21%) 12 (0.12%) 31 (0.09%)

Response List B ($225/M) 18,835             10,000             55 (0.29%) 13 (0.13%) 30 (0.16%)

Cooperative Database ($175/M) 68,731             20,000             90 (0.13%) 21 (0.11%) 14 (0.02%)

Which Email Data Source Had The Best ROI?

Acquisition Email Source Cost Incremental Conversions 

Incremental Revenue

Lifetime Value (NPV)

Gross Profit (LTV Based)

Compiled List A ($35/M) 3,970.65$       0 (0.00%) -$                  -$                  (3,970.65)$     

Compiled List B ($20/M) 4,325.86$       0 (0.00%) -$                  -$                  (4,325.86)$     

Response List A ($150/M) 5,167.80$       31 (0.09%) 2,170.00$       5,106.44$       (61.36)$           

Response List B ($225/M) 4,237.88$       30 (0.16%) 2,100.00$       4,941.72$       703.85$          

Cooperative Database ($175/M) 12,027.93$     14 (0.02%) 980.00$           2,306.14$       (9,721.79)$     

Marketer

Agency

BrokerManager

OwnerService Bureau

TraditionalDirect Response List Acquisition

LinearNegotiated Margins

24-48 Hour TurnaroundManual Response Analysis

Match Back Attribution

Digital Advertising (Programmatic)

Real-Time ProcessingReal-Time Bidding

Automated AnalysisProgrammatic OptimizationView Through AttributionClick Through Attribution

Demystify the ‘Marketing Cloud’, how it works and why

you should care

1. Multichannel Marketing Automation2. Content Management & Web Publishing3. Social Media Monitoring and Engagement4. Analytics & Performance Optimization

Who meets the following criteria for ‘Marketing Cloud’

Acxiom, Adobe, Google, HP, IBM, MediaMath, Microsoft, Oracle, Salesforce.com, V12 Group

Meet the Top Four Standard 

Requirements for ‘Marketing Cloud’

Review projections for media expenditures and future

growth by channel

 $-

 $10,000

 $20,000

 $30,000

 $40,000

 $50,000

 $60,000

 $70,000

2014 (Millions) 2015 (Millions)

2015 US DIGITAL MEDIA CHANNEL FORECAST

Email SearchDisplay (Direct Sold) Display (Programmatic)Social Technology Affiliate Lead Generation

Source:  eMarketer & Winterberry Group www.winterberrygroup.com 

Ad Dollars Demand More Accountability and Visibility

Digital Channel 2014 (Millions) 2015 (Millions) ChangeEmail 2,100$ 2,300$ 9.5%

Search 24,200$ 26,900$ 11.2%Display (Direct Sold) 19,200$ 18,200$ -5.2%

Display (Programmatic) 4,200$ 10,100$ 140.5%Social Technology 3,000$ 3,900$ 30.0%

Affi liate Lead Generation 2,100$ 2,200$ 4.8%Digital Total 54,800$                  63,600$                  16.1%

Traditional Channel 2014 (Millions) 2015 (Millions) ChangeDirect Mail 45,200$ 45,700$ 1.1%

Teleservices 41,500$ 42,600$ 2.7%Radio 15,900$ 16,200$ 1.9%

Broadcast Television 68,500$ 70,600$ 3.1%Magazines 15,100$ 15,000$ -0.7%

Newspapers 16,900$ 16,400$ -3.0%Outdoor 2,100$ 2,300$ 9.5%

Traditional Total 205,200$                208,800$                1.8%

Source:  eMarketer & Winterberry Group www.winterberrygroup.com 

1. IAB Digital Advertising Directory: http://directory.iab.net

2. DMA List Search Portal: http://lists.the-dma.org

3. Social Media Name Check: https://www.namecheckr.com

4. Quantcast Site Metrics: http://www.quantcast.com

Complimentary Tools for Research and Data Acquisition

Chris DeMartineEVP, Data & Media ServicesStatlistics, Inc.69 Kenosia AvenueDanbury, CT 06810(203) 456-3566c.demartine@statlistics.com

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