eloqua modern marketing tour - chicago - september 2014

Chicago @bernster

Moving From Metrics to Holistic Analytics Driving business decisions with data to maximize

your marketing return on investment.

Mike Bernard Director, Marketing Cloud Practice P: 651.210.7782 E: [email protected] T: @bernster

MMT - Chicago

MOVING FROM METRICS TO HOLISTIC ANALYTICS

‣  Current data environment

‣  How you can harness the new data environment to impact your decisions and compliment your business systems

‣  What measuring your marketing impact looks like

‣  Why this matters

MMT - Chicago

MMT - Chicago

By 2017 the CMO will spend more on IT than the CIO. (Source: Gartner. January 2012)

MMT - Chicago

DATA DRIVEN DECISION MAKING WHAT IS THE IMPACT OF MARKETING ANALYTICS?

“Companies were 26% more profitable than their industry competitors, generate 9% more revenue through their employees and physical assets, and enjoyed 12%

higher market valuation ratios.”

MMT - Chicago

ANALYTICS JOURNEY ADVANCING TO THE NEXT STAGE?

MMT - Chicago

‣  Understand Your Data

‣  Understand Your Activities

‣  See Customer Behavior (tool-specific view)

MMT - Chicago

CRM

MMT - Chicago

Web Analytics

MMT - Chicago

Social Analytics

MMT - Chicago

Eloqua Insight

MMT - Chicago


‣  Generating clean and targeted lists for campaigns

‣  Open rates, click through rates, form submission, etc.

‣  Followers on social media or numbers of shares

‣  Number of leads sent over to sales

MMT - Chicago

‣  Connect Marketing Campaigns with Pipeline Revenue

‣  Calculate Basic ROI Metrics (e.g. Cost per Lead)

‣  Blend Eloqua Marketing Activities with Sales Activities

MMT - Chicago

MQL to SAL Conversion Closed Loop Reporting

Sales Revenue Attribution

MMT - Chicago

Export Data and Blend Externally

MMT - Chicago


‣  Percent and number of leads accepted by sales

‣  Percent and number of opportunities created

‣  Pipeline contribution

‣  Cost-per-lead, and cost-per-opportunity

‣  Funnel level conversion rates

‣  Marketing and sales attribution

MMT - Chicago

‣  Blend Data from Multiple Sources for a Universal View

‣  Clearly Determine Which Marketing Activities Provide Greatest ROI

‣  Optimize Your Marketing Efforts Across All Touchpoints

‣  Build Predictive Analysis Models

MMT - Chicago

‣  Blend Data from Multiple Sources for a Universal View

‣  Clearly Determine Which Mg Activities Provide Greatest ROI

‣  Optimize Your Marketing Efforts Across All Touchpoints

‣  Build Predictive Analysis Models

MMT - Chicago

MMT - Chicago


‣  Marketing contributions to revenue

‣  Top performing campaigns by revenue contribution

‣  Top performing channels by revenue contribution

‣  ROI by channel spend

‣  Revenue forecasting

MMT - Chicago


1)  Do you have visibility into your marketing spend so you can gauge marketing effectiveness?

2)  Are you manually creating reports from several different data sources in order to get the data you need?

3)  Are you able to measure all your data sources (including social, search, online advertising) and then accurately measure ROI on these marketing efforts?

4)  Are you able to forecast things like pipeline velocity, ROI and revenue contribution for the next quarter?

Let’s Connect Mike Bernard Marketing Cloud Practice Director P: 651.210.7782 E: [email protected] W: www.relationshipone.com T: @bernster

Relationship One 8009 34th Avenue Suite 300 Minneapolis, MN 55425 P: 763.355.1025 E: [email protected] T: @relationshipone