KPIS, ROI, METRICS & MARKETING PERFORMANCE

Too Much Data, Not Enough Insights

"State of Marketing," Salesforce Research, December 2018

B2B Marketing: Data Access Across Org. / Customers

More Customer

Data Sources Up

the Ante for Identity

Resolution

Marketers Continue

to Strive for Real-

Time Consumer

Engagement

Marketing is at the

Center of

Connecting

Customer

Experiences

Customer expectations at all-time highs and marketer’s leading on meeting them

"State of Marketing,” Salesforce Research, December 2018.

* “State of the Connected Customer,” Salesforce Research, June 2018.

Marketers at the Center of Connecting Customer Experience

Percentage of Marketers Who Are Completely Satisfied with Their Ability to Create Personalized Omni-channel Customer Experiences

80%of customers say the

experience a company

provides is as important as

its products and services*

1.8XMore likely for high-

performing marketers

vs. underperformers

to lead customer

experience initiatives

across the business

High Performers

Moderate Performers

Underperformers

31%

45%54%

High Performers

Moderate Performers

Underperformers

57%

26%

6%

High Performers are 9.7X more likely than underperformers to

be completely satisfied with their ability to create personalized

omni-channel customer experiences.

More Customer Data Sources Up the Ante for Identity ResolutionMarketers turn to abundance of data to better understand customers

"State of Marketing,” Salesforce Research, December 2018

Most Common Technologies Used for Customer Identity Purposes

Marketing database

Customer relationship management (CRM) system

Email service provider (ESP)

Data management platform (DMP)

Customer data platform (CDP)

1

2

3

4

5

6

7

Homegrown solution

Marketing automation platform

Median Number of Data Sources

Used by Marketing Organizations

10

12

15

2017 2018 2019

25%YoY increase

from 2018

to 2019

It’s a Fragmented Marketing World

Marketer

PAID DIGITAL ADS

PAIDTRADITIONAL ADS

PROGRAMMATICADS

AGENCY REPORTING

EMAIL, MOBILE, SOCIAL

WEB ANALYTICS SALESCRM, LOYALTY.

SERVICE

MULTIPLE GOALS, CAMPAIGNS, CHANNELS, AND TECHNOLOGIES

MULTIPLE REGIONS, BUSINESS UNITS, PRODUCTS

What is

our ROI?

Where should

we spend

next?

Top Marketing Priorities

"State of Marketing,” Salesforce Research, December 2018

Marketers Strive for Real Time Engagement Across Channels

Engaging with customers in real time

Optimizing the marketing mix

for best return

Modernizing tools and technologies

Creating a shared, single view of customers

across business units

Unifying customer data sources

1 Engaging with customers in real time

Adopting and effectively using

new marketing technologies

Budgetary constraints

Creating a shared, single view of customers

across business units

Creating a cohesive customer journey across

disparate channels and devices

Top Marketing Challenges

2

3

4

5

1

2

3

4

5

28%of marketers are

completely satisfied with

their ability to engage

customers across channels

at scale

Marketing Requires Constant Optimization

Email

Earned Social

Content Marketing

CRM

Paid Social

Online Ads Programmatic Blog

PPC POS Surveys

Social ListeningeCommerce

Website Mobile

PR

Radio,TV & Print

AUDIENCE C

-4%CTR

VIDEO A

+63% CONVERSION

CAMPAIGN B

+15%REVENUE

RETENTIONPURCHASECONSIDERATIONAWARENESS ADVOCACY

+

Marketers Lack a Single Source Of Truth

Data SilosMarketers

So, where do I start?

1. Unify

data

2.

Connect

data

sources

3. Real-

time

insight

Marketing

Intelligence

Group Discussion

1. How do you start to identify data integrity?Key questions for discussion

● What is data integrity?

● Who is doing it?

● Who or what is required?

● What are the main challenges?

● What is it worth to the business?

Key takeaways for data integrity

● Start collecting and understanding your data

● The combination of accuracy, completeness, readiness, depth, breadth,

standardisation, latency and compliance

● You don’t need to have it all right (except compliance!)

● Visibility over your data is critical

Collect and unify

2. What is the danger of siloed KPIs?Key questions for discussion

● Who has conflicting KPIs in their business?

● Do you have access to other department KPIs?

● What are conflicting and what are complementary KPIs?

● Are all metrics KPIs?

Key takeaways for KPI setting and metrics measurement

● KPIs are only valid in context of other metrics

● Not all metrics are KPIs

● Connect data to identify conflicting and complementary KPIs

● Use conflicting KPIs to facilitate discussion

● Leverage complimentary KPIs to deliver business growth across the

organisation

Connect, visualise and drive insight

Acknowledge that data maturity is a journey and your data will evolve

Steps for success

1. Unify your data

a. Start collating and understanding what you have

2. Connect and visualise

a. Facilitate discussion

3. Identify insights

a. Conflicting and complementing KPIs for a comprehensive measurement

framework

Questions?

Visit the Datorama booth #12/13