the truth about cross-channel attribution... and why it does not have to be so painful

The Truth About Marketing Attribution and ROI

…and why it does not have to be so painful

2

Please send questions using the online interface

Attendees muted upon entry

Webinar Housekeeping

3

• Introduction to Birst

• Master Cross-Channel Measurement Metrics and Landscape

– Forrester Research

• Demo

– How to use Birst for Marketing Analytics

• Q & A

Agenda

4

Featured Speakers

Carl TsukaharaChief Marketing OfficerBirst

Tina MoffettAnalyst, Customer IntelligenceForrester Research, Inc.

Paula BurtonSr. Solutions EngineerBirst

5

Who is Birst?

“ No. 1 in product functionality and customer (that is, product quality, no problems with software, support) and

sales experience.”

2014 Business Intelligence and Analytics Magic Quadrant

• Leader in Enterprise Analytics & BI

• World-class capability at LOB speed

• One platform for multiple use cases

Attribution Propensityto Buy

CustomerAnalytics

CampaignScorecards

6

Birst is Used by 1000s of Global Organizations

Sample Key Partners

Master Cross-Channel Measurement Metrics and Landscape

Tina Moffett, AnalystJune 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

Connected bodies

Connected cars

Connected doughnuts?

The world around us has changed . . .


› Source: Forrester’s US Mobile Mind Shift Online Survey, Q3 2013; Forrester Research World Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Global); and Forrester Research World Tablet Adoption Forecast, 2013 To 2018 (Global)

. . . and mobile accelerated that shift


A 20-year business cycle in which the most successful enterprises will

reinvent themselves to systematically understand and serve increasingly

powerful customers

We are in the age of the customer…


… and our customers are everywhere across today’s digital ecosystem.

61% of online adults are “always addressable”

– using at least 3 internet connected devices from multiple different locations, multiple times a day.

Source: Forrester’s North American Technographics Online Benchmark Survey (Part 1), 2015


The spotlight is on measurement and analytics to track these customer


Agenda

› Current trends of cross-channel measurement

› Benefits and challenges of cross-channel measurement

› Capabilities needed to measure marketing effectiveness


Agenda





68% of customers use Internet-

connected devices while watching TV

How is your brand measuring this today?

Base: 22826 US Online Adults 18+ (Online Weekly or More)Source: North American Technographics Online Benchmark Survey (Part 2), 2013


Source: The CMO Survey, cmosurvey.org, August 2014, Top Line Results

…..probably not well.To what degree is your company leveraging marketing analytics to

answer its most challenging marketing questions?

How effectively does your company integrate customer information across purchasing, communication and social

media channels?


B2B marketers struggle with analytics

Only 10% feel they are

effective with analytics

Source: Metrics That Matter For B2B Marketers


B2B Marketers do not leverage predictive analytics

Source: Metrics That Matter For B2B Marketers


Source: How Customer Activation Better Wins And Serves Business Buyers

The right data helps B2B marketers engage and serve their customers


Source: 2014 State of Customer Analytics Survey Forrester/Burtchworks

Improve customer retention

Increase customer engagement

Improve data-driven focus of organization

Increase customer acquisition and targeting

Increase marketing performance

25%

26%

36%

41%

42%

For marketers, measurement helps them…


Agenda





What is cross-channel attribution?

The practice of using advanced statistical approaches to allocate proportional credit to marketing communications and media activity across all channels, that ultimately lead to the desired customer action.


› Source: “Use Cross-Channel Attribution To Understand Marketing Effectiveness”

ALGORITHMIC ATTRIBUTION uses advanced

models to allocate credit

Organic Search Direct Facebook Direct

Mail PPC

$100

$25 $13 $7 $15 $40Contribution Contribution Contribution Contribution Contribution

Organic Search Direct Downloaded

ContentAttended Webinar

Sales interaction

1st interaction 2nd interaction 3rd interaction 4th interaction 5th interaction

Benefits

› Proves the value of marketing

› Identifies highly qualified leads

Challenges

› Long sales cycles

› Influencers vs. decision makers

› Sales teams

For B2B Marketers, attribution proves the value of marketing


Cross-channel attribution provides multiple benefits› 92% use advanced attribution

to allocate future marketing dollars

› 88% use advanced attribution to gain true performance metrics and insights across different channels.

› 81% use advanced attribution to measure the true attributed cost


Case Study: Large B2B firm leverages attribution to uncover marketing drivers

› Summary: Large B2B firm, $14B in revenue, commercial and government space.

› Challenge: Longer sales cycle made it difficult to track marketing and media performance. They wanted to gain a better handle on marketing and media performance, specifically what interactions drove marketing qualified leads (MQLs) and revenue down the funnel.

› Approach: Employ advanced algorithmic cross-channel measurement approach with account-level models to better understand impact of direct response and media channels.

› Result: Referral marketing and direct response channels actually drove less MQLs and sales. Able to identify more clearly the source of web traffic and was able to filter out leads.


But, roadblocks hinder development of solid measurement and analytics strategies.

Source: 2014 State of Customer Analytics Survey Forrester/Burtchworks

47% ensuring data quality from various sources

managing data from a variety of sources38%

35% hiring talent to manage measurement and analytics


Agenda





84% of marketers seek outside help with

measurement and analytics


Cu

rre

nt

Ca

pa

bil

itie

s

Attribution Approach What is the advanced approach used for attribution modeling?

Data management What is the automation capabilities to extract, load, and process marketing, media, and transaction data?

Partnerships Can the tool connect into media buying systems?

Reporting and Analysis

What type of dynamic reports does the tool have (cross-channel, campaigns, halo effect reports)?

Activation

Does the tool activate insights?

Does the tool recommend digital media buying thresholds?

Tool Is the tool accessible, easy to use, and can fit my insights and optimization needs?

Dynamic insights and optimizations are must have capabilities


Enterprises leverage attribution tools to measure more effectively

Source: The State Of Cross-Channel Attribution Technologies 2015


Advanced approaches, and dynamic reports are in high demand

Flexibility of cross-channel attribution metrics,

reporting, and analysis




Tools must improve…or marketers will walk


How do I get started?


Develop a core plan before embracing cross-channel attribution

forrester.com

Thank you

Tina Moffett+1 [email protected]@vmoffett

37

RESULTS

• Decrease 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 = $)

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 LogiXML

Increase customer life time value & decrease acquisition costs

Data Sources:

“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

75% UPLIFT IN CATALOG SALES

38

Birst Solutions Differentiation TRUSTED DATA VIARAPID INTEGRATION

TRANSPARENT DATA ACCESS, IN CONTEXT

FAST AND SIMPLIFIEDLOW MAINTENANCE

6 Week Go LiveCloud or on Premise

Navigation and analysis of data in a Business Context, Without

Technical Know How

A Trusted and Secure version of the truth – via automated alignment of Data Sources

Data Warehouse

RDBMS

Low Cost and TCOSubscription-based

39

Demo

40

Summary – Birst Customers Are the Industry’s Happiest

Bir

st

Tab

leau

Qlik

Good

Data

Mic

roS

trate

gy

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%Positive

Nega-tive

Gartner Group Survey of Business Intelligence Customers, Aug 2014

Product Evaluation Frequency(Number of Unique Quarterly Pageviews)

Full-Stack Business Intelligence Platforms TrustMap™

5.0

4.5

4.0

3.5

3.0

2.50 2,400 4,800 7,200 9,600 12,000

Avera

ge U

ser-

Rati

ng

Trust Radius Survey of Full Suite BI Clients, December 2014

“This is a significant shift, indicating that 2014 may be a tipping point for cloud adoption as data gravity shifts to the cloud.” – Rita Sallam, Research VP, Gartner

41

Questions

Learn more about Birstwww.birst.com

Live Demo: www.birst.com/livedemo

Every Tue/Thu at 11 AM PT

Contact us866-940-1496 415-

766-4800

[email protected]

http://www.birst.com/

http://www.birst.com/livedemo

mailto:[email protected]

42

Thanks

the truth about cross-channel attribution... and why it does not have to be so painful

Software