Piece Your Marketing Data Together into Big Picture Glory with

Birst Marketing Analytics

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Webinar notes

Please send questions using the online interface

Attendees muted upon entry

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Agenda

• Birst Marketing Analytics• Demo• Customer Success Stories• Demo• Q&A

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Featured speakers

Farnaz Erfan

Director, Product Strategy

Birst

Steve Holzgraefe

Solutions Engineer

Birst

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Selected Customers using Birst for Marketing Analytics

Top 5 Brokerage

Firm

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Marketers engage with customers across many channels

Web

Storefront

EventsAds

Communities

Social Media

56%

of all customer interactions happen during a multi-event, multi-channel journey. Source: Mckinsey & Co.

Reps/Partners Products

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Marketing technology landscape

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Navigating the customer journey

Awareness

• Capture: Attention• Reach: Decision Makers• Convey: Business Value

Acquisition

• Educate: Stakeholders

• Nurture: Relationships• Convert: Prospects

Allegiance

• Expand: Footprints• Grow: Deployments• Engage: Communities

AUDIENCES PROSPECTS CUSTOMERS

• Digital Ad Platforms• Search • Web• Mobile• Social Media

• Marketing Automation• Email Targeting• Data Services Platforms

• CRM• Gamification• Customer Experience

Mgm• Communities

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Labor represents the majority of marketing analytics budget

R e v e n u e$1B $500M $50M

$8,610,000 $4,305,000 $430,500

Budget spent the labor part of analytics

Source: Gartner Highlights From Data-Driven Marketing Survey, 2013

“Many organizations see their analytics operations as a bit chaotic, because each task requires a different model to be built or has its own analytics tools.” - Gartner

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81% of organizations have a chief marketing technologist in 2013, up from 70% in 2012

Source: Gartner Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience 2014

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Navigating the customer journey

Awareness

• Capture: Attention• Reach: Decision Makers• Convey: Business Value

Acquisition

• Educate: Stakeholders

• Nurture: Relationships• Convert: Prospects

Allegiance

• Expand: Footprints• Grow: Deployments• Engage: Communities

AUDIENCES PROSPECTS CUSTOMERS

• Digital Ad Platforms• Search • Web• Mobile• Social Media

• Marketing Automation• Email Targeting• Data Services Platforms

• CRM• Gamification• Customer Experience

Mgm• Communities

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Ente

rpri

seD

ata

Tie

rU

ser

Data

Tie

r

Data Warehouse Existing Data Stores Apps + Big Data

User-ready Data Store

AutomatedAnalytics Engine

Business Model and Data Navigator

BI La

yer

Open Client InterfaceEnterprise reporting Predictive analytics Mobile

analyticsInteractive dashboards Visual discovery Design

studio

Unified approach: 2-tier strategy & comprehensive BI

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Native Connectivity to Major Marketing Applications

Birst Marketing Analytics Accelerator

• Google Analytics

• Omniture

• Marketo

• Eloqua

• Salesforce

• NetSuite

• SAP

• …and many more

Birst Marketing Analytics

KPIs – 12Reports – 16Metrics – 60

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Demo

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Customer Success Stories

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Results

• Single place to analyze ad / content performance for 10,000 clients

• Orchestrating a successful $25M private ad network

• Growing pipeline 2.5X

• 10% increase on click rates for clients

• <5 minutes to aggregate 10 million web events

• <15 minutes to deploy changes to data

• <0.5 FTE to manage entire stackWhy Birst?

• Scalability across a large volume of data

• Multi-tenant environment for strict privacy / security

• Platform designed to move from test to prod fast

Challenges

• Analytics on massive data from 10M products, 12,000 manufacturers, 10,000 syndicating partners

• Limited resources, but frequent changes in data

“Daily fresh information and more frequent access to updated data has enabled our customers make better decisions and see the important drivers to their business.”

Kevin Hodgkins, Director of Software

Engineering

Data Sources

2.5X Pipeline Growth

Drive a multi-billion $ business with insights into web clickstreams

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Results

• Understanding usage, frequency and completed activities of trial accounts

• Reduce sales cycles

• Increase deal close rate

• Increase adoption among existing customers / users

• Next: lead to cash optimization

Why Birst?

• Lead-to-cash across Marketo, Salesforce & Netsuite

• Customer focus culture of Birst

“When we looked at the ease with which various BI solutions allow business users to construct, maintain, and add new sources to a data model, Birst blew everything else out of the water.”

Monique Herman,

VP Business Operations

Challenges

• Drive profitability by converting leads / trials faster

• Increase sales rep productivity

• Get faster insights to pipeline than manual reporting

Data Sources Future

Accelerate sales cycles & master lead-to-cash

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Results

• Decrease the cost of customer acquisition by personalizing offers.

• E.g. catalogs mailed to targeted list of recipients rather than to a randomly selected list, resulted in 75% to 80% lift in catalog revenue

• Attribution analysis to reduce the number of marketing touch points (each touch point = $)

“Birst was the first solution where the ease of implementation, ease of importing data and automating the process was better than anyone we looked at so far.”

Brandon Proctor,

VP of Marketing

Challenges

• Analyzing customer browsing behavior and social interactions across 6 web properties that make up Build.com brand

• Identifying most valuable customers

Why Birst?

• Ease of implementation

• Birst commitment to customer success

• Selected Birst over Domo and LogiXMLData Sources

75% Uplift in Catalog Sales

Increase customer life time value & decrease acquisition costs

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Demo

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Q&A

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Learn More• Join us for a Live Demo

– Every Tuesday and Thursday at 11:00 am PT/2:00 pm ET

– Register at www.birst.com/live-demo

• Download the Marketing Analytics Ebook

– www.birst.com/marketing-accelerator

• Contact us– Email: info@birst.com

– Phone: (866) 940-1496

– Chat: birst.com

• Download the 2014 Gartner BI Magic Quadrant– www.birst.com/gartner

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Thanks