2. Why Big Data, Why now?
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Pace of change…
+ Companies Large and small…
+ Industries: Old & young
+ Customers: b2b or b2c, male or female,
rich or poor…
+ Continue to evolve quickly… and…
3. Greatest Company Asset
“Customer Relationship”
Not product, not IP, not brand.
Data becomes
Introduction, enabler and insight
Customer Relationships
4. I’m
Thad Kahlow
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+ CEO BusinessOnline
+ 12 years Digital Marketing
+ Fortunate to work with
some incredible brands
+ B2B Magazine Interactive Agency year
+ Top Agency: 2008, 2009, 2010
@Tkahlow
5. Allow me to
Digress…
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+ GM, +100 years
+ 1999 largest market cap US > $50B & stock @$100
+ < 10 years… bankruptcy
6. In the same
Breadth…
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+ < 7 YEARS
+ MARKET CAP > $80B
+ 2x+ Market cap of GM in less ONE decade…
8. Solution
CEO
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By…Re-Invent Customer Relationships:
+ Adopt new channels to engage & stay connected
with customers.
+ Draw more insight from data…make customer “78% CEOs
intimacy priority #1 believe #1 goal is to
get closer to customer”
-IBM Study, face-to-face conversations with more than 1,500 CEO’s worldwide.
9. CMO: New normal
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CMOs… “Increasing levels of complexity over the next
five years in how we market products and services”
-IBM Study, face-to-face conversations with more than 1,700 CMO’s worldwide.
12. Because… 2. Barriers to entry are minimal,
competition can enter and win quickly…
1. Customers have control &
fundamentals have changed…
4. Data becomes
the “introduction,
enabler & insight”
into those 3. Customer Relationships
relationships become your largest asset
13. “Companies that leverage data
to have one-to-one conversations
with customers at scale… will win.”
- John Battelle Federated Media
14. How Workday went from Good to Great:
Winning big with “big data”
- Top 5
15. B2B (Workday)
Challenge
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Workday
+ B2B leading HR and financials software company
+ Complex and long sales cycle with
+ multiple decision making roles: CEO, CIO, CFO, CHRO
+ Founded in 2005 with more than 650 employees and 200 customers
+ Competitors: Taleo, SucessFactors, Lawson and Oracle
Complexity of B2B Sales Cycle
+ Length: 1 Month – 5 Years
+ Roles: 1 >10
+ Research to purchase cycle: “lots of touch points”
+ Channels & Media
+ Content & Campaigns
Desired Outcome
+ Improve Digital and Marketing Performance
+ Close the loop: lead to sale
+ Close more business faster
+ Measure and improve ROI
16. Marketers primary
Challenge
Programs that Majority of
efficiently and marketers do not
effectively know which
generate leads yet programs
that turn into produce the
sales… leads that turn
into sales.
17. Strategy starts w/ Data
Data Framework
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Close the Loop
More
Effective Customer
Sales Journey
Close the
Loop
Drive
Business
Outcomes
Attribute
Success
Attribute
Personalize
Validated Score
22. Collect & Connect
Technically- How to close the Loop?
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Marketing Programs
Analytics Tools Business Tools
Web CRM
Search, Social Data Mktg Automation
Email Warehouse Call Center
(ETL)
API or Direct Call> < API or Direct Call
Use closed loop insights to optimize
Multi-Source Analysis
Tool(s)
http://www.businessol.com/blog_posts/close-loop-part-1/
23. Closed the loop, next?
What’s Happening?
Why it’s Happening?
What to do about it?
27. Channel Attribution
Last Click Channel to Lead
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3.3%
+ Last click, single channel to lead measurement (booo)
+ SM = 3.3% conversion, decent not great
+ Time to dig a bit deeper…
28. Channel to Lead
Life of the visitor
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LIFE OF
VISITOR > LEAD 7.4%
+ Single channel + life of visitor to lead = 7.4% conversion (double)
+ SM is nurturing channel, don’t convert first instance, but down the
road
29. Holistic
Attribution
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34%
+ Tapped CRM determine quality of lead
+ Analyze: Channels + Content Engagement = Quality Lead (CRM)
+ Social Media = largest # of qualified leads CEO
+ 10x more likely to convert when touched SM Blog
30. How
Social Feeds other channels
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+Definitive flow
from Organic
branded to SM
and SM to
Organic
+SM is not
acquiring
channel but
supporting
channel,
nurturing
33. What is
Validated Engagement Scoring?
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+ Track at Visitor (aggregate company) Level:
+ Channel, Campaign and Content activities into a single
“Score” that quantifies behavior.
+ Weigh activities
+ Correlate success factors so visitors with the highest scores
become the most valuable, “ready to convert”
+ Outcome: Focus Efforts
+ Evaluate customer scores in real time,
+ Personalization & Segmentation- create a better experience
+ Sales Alerts
34. B2B
Company vs. Visitor
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+ From Individual to Company
+ Compile a company score based on the
aggregate score of the individuals in a
company
+ From Noise to Focus
+ From 4,000 leads to 400 qualified leads
+ Based on behaviors (past success) +
company attributes (size, vertical, etc)
35. Our algorithm
Validated Engagement Model (VEM)
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VEM:
+ Moves beyond measuring traditional channel to lead measurement or
best guess weighted averages… to
+ A weighted points algorithm, based on past success, throughout
customer journey all the to sale (SF Integration).
VEM output:
+ Self Learning: past success = new weights
+ Measure & improve program ROI
36. Recall- Common
Approach to measurement
Awareness:
PPC , SEO, Display, Social, Email…
Awareness Usage Engagement: Bounce,
Page Views, Visits, Frequency
Content Engagement:
Engagement Newsletters, Blogs, Videos,
Webcasts, product pages
Conversion:
Conversion Request a quote, contact, dealer locator,
initiated lead, completed lead,
registration, #800
SALE
Measured in isolation:
- Single Channel to Lead : CPL
- Silo Engagement: Avg page views
37. VEM
Example
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Source (Awareness) Channel: Social Media > Display 10%
Usage (Engagement) Depth of Interaction: Page views, clicks, login etc. (> 10 20%
clicks)
Content (Engagement) Product Preview, Case Study, Datasheet, video, Webinar, 30%
whitepaper (Product demo video + Client Testimonial CS)
Connection Sales contact request, partner information, connects with 40%
(Conversion) leadership team, demo, attends an event
10% total
20% 30% score
source
40%
usage
content
connection
38. Sample report:
Cookie = 321548979797641313123154
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Score = Source + Usage + Content + Connections
145.6 = 18.8 + 22 + 38.4 + 66.4
Usage value Connection value Content value
Reach value
Contact us 88 Video 50
Lp count 55 Page count 20
Request price 78 demo 78
Lp recent 82 Page views 40
Campaign ad 51 Time on site 50
Connection total 166 Content total 128
Reach total 188 Usage
10% total 110
30% 20%
Usage weight .40
Usage weight .10 Usage weight .20
40% Usage weight .30
Usage score 18.8 Usage score 66.4
Usage score 22 Usage score 38.4
42. Create a tailored experience
Personalize
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+ Serve the Right : Experience, Message, Content
+ To the Right Person
+ In the Right: Role, & Industry
+ At the Right time
+ On the right device
+ Based on past success (Validated)
SALE
General experience Personal experience Convert Increase sales
43. First - Turn individual unknown visitor into a
Known visitor (look back)
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1st Visit to site 2st Visit to site 3rd Visit to site
Score 67
Score 40
Score 23
Cookie ID 12345 Cookie ID 12345
Cookie ID 12345
James Smith
Anonymous score based on behavioral data such as : Known user score based on prior
history, new behavior , plus
- Pageviews profile data:
- Search terms
- Time on site - Pageviews
- Referring keyword - Search terms
- Campaign Type - Segment
-Frequency - Title
- Persona
All anonymous browsing data is mapped back to the contact level
44. Go from unknown to
Known Companies
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+ B2B sales cycle
+ Many prospects from a single company research
+ yet in different BUs, or departments
+ Small % become known: fill out a form, call you- self identify
+ Turn unknown visitors into known visitors in a specific company
47. Finally
Personalize the customer journey
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“Amazon for B2B”
+ Someone in your vertical
+ Someone in your role
+ At this stage of research
+ Looking for to solve this problem
+ Has found this piece of information valuable
51. Industry Level Personalization
•35% Lift in PDF and Play Demo Clicks
•83% Lift in Visitors navigating to the Product Pages
52. Real Time Identification Forms Solution
+ Problem
+ Removing the friction with long forms, without losing data
+ Solution: RTID-FORMS
+ Real Time Identification Forms solution accelerates the engagement
and form completion process through shortening forms.
+ Form completion results in increased leads, stronger data, and more
effective marketing programs, resulting in increased revenue.
+ Pillars
+ Increase conversions
+ Standardize and validate data
+ Improve visitor experience
53. Optimize Your Forms and Strengthen Your Database
John
Stevens
Mgr
js@oracle.com
Ora|
$35,622,000,000
Software and Technology
105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise
59. Marketers
Solution
Create Marketers
programs that
efficiently and KNOW
effectively when
generate leads which programs
that turn into produce the
leads that turn
sales…
into sales.
