how to successfully transform your marketing using big...
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How to successfully transform your marketing
using Big Data? Use cases in Progress.
Zoran Arsovski
Director, Digital Marketing at Progress
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What is Big Data?
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Big data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective, innovative forms of information
processing that enable enhanced insight, decision making, and process automation.
Source: Gartner, http://www.gartner.com/it-glossary/big-data/
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Why Big Data Matters to Marketing?
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© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 5
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© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 6
Use cases in Progress
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Use Case #1 – Local Events
Hypothesis: personalize the progress.com (home page) to all visitors coming from
Germany and UK showing them the local events in these countries
Goal: increase the # of registrations for the local events
How we did it: using “country” data attributes in real time, as personalization trigger
What tools we used:
• GA to identify the traffic volume
• Optimizely to create and run the personalization experiment
• GA to report the results
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© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 8
Use Case #2 – Mobile Device Visitors
Hypothesis: Improve customer experience to all visitors coming from mobile devices by
showing them a mobile-first version of the page (vs. responsive design page)
Goal: increase the number of trials for visitors coming from mobile devices
How we did it: using “device category” data attributes in real time, as personalization
trigger
What tools we used:
• GA to identify a high mobile traffic pages
• Optimizely to create and run the personalization experiment
• GA to report the results
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Use Case #3 – DevCraft Buyer Journey
Hypothesis: identify key behavior touch points of customers before they purchase our
product bundle DevCraft
Goal: increase conversion rate % between trials and purchases
How we did it: built and ran customer journey model using Google BigQuery
What tools we used:
• GA to collect all data points from the online and offline customer journey
• BigQuery to store and query the data set (run the model)
• Tableau to visualize the findings
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© 2016 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. 10
Use Case #4 – Early License Renewal
Hypothesis: show individual offers to our current clients when they visit My Account
section on telerik.com
Goal: % increase in customer retention for current DevTools license holders
How we did it: using key/value pairs to export data from our CRM and import it to DFP
What tools we used:
• CRM to define the retention rates and create the high-return audience segments
• DFP to create and run the personalization experiment
• CRM to report the results – we used special promo codes to measure the attribution
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Use Case #5 – Outdated Product Version
Hypothesis: show individual OpenEdge product upgrade offers to our current clients
when they visit any page on progress.com
Goal: decreases the time (# of days) for product upgrades to newer OpenEdge product
versions
How we did it: using key/value pairs to export data from our CRM and import it to DFP
What tools we used:
• CRM to identify the outdated product license holders (list of organizations/users)
• DFP to create and run the personalization experiment
• CRM/GA to report the results – we used dedicated “contact us” form to measure the
attribution
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3 Bonus Tips to Digitally Transform Your Marketing
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Get the right team and solution 1.
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2. Turn marketers into technologists
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3. Unify the digital experience
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