CLOSING THE LOOP ON CREATIVEAND DATA-DRIVEN MARKETING

Mike Ballard

@mballard5574

Head of B2B Digital Marketing

Lenovo

Adam Kleinberg

@adamkleinberg

CEO/Co-Founder

Traction

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ORGANIZATION

#DATAandBACON

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IMPROVE ENGAGEMENT

BECOME DATA-DRIVEN

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ORGANIZATIONTHE STATUS QUO…

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INSIGHT NOT DATA

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Source: Spiceworks, “Tell us about your Lenovo project,” Jan 2015

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Obviously flexible. Surprisingly tough.

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Behold the #Badgerina!

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PREDICTIVE MODELING

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• Engagement Up 300-400%

• CTR up 300%

• VCR from 50% to 79%

• Unsubscribes Down 50%

• Read vs. Skim Rate 60% to 85%

• Qualified Leads Up 250%

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MIKE: but also how you look for bacon to validate the success of the work

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Adam Kleinberg Traction

@adamkleinberg

Mike Ballard Lenovo

@mballard5574

Thanks!