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Data-First Marketing: How To Compete and Win In the Age of Analytics,…
Data-First Marketing: How To Compete and Win In the Age of Analytics
Data-Driven Marketing Is Not Enough
Volume Metrics versus Value Metrics
2.Data Levels the Playing Field: Lessons from Moneyball
eg.the WRONG kpi that not birng profits
Email open rate
click-through rate is a much more important number because it shows actual engagement with your recipient
website traffic
do keep track of this number just to see if there are any big dips or a trend that I need to take a closer look at
3Transforming Your Marketing Organization
Transforming Your Organization:
Adopting Data-First Marketing
Assessing Your Organization's Marketing Maturity Level
2
step
Step 1: Marketing-Business Alignment:
aligning with key stakeholders and agreeing on metrics that matter
IS MARKETING A COST CENTER OR A REVENUE CENTER?
85% of CEOs want marketers to at minimum report on:
Leadvolume (SQLs)
Lead to opportunity rate
Cost per qualified lead acquisition
Opportunity revenue potential (i.e., sales pipeline)
Revenue generated
disconnect between sales and marketing
data policy established company data governance policies
Step 2 Data Integration, Architecture, and Technical Resources: data strategy and data governance across the martech stack and beyond
Data SourceData It Holds
Accounting software
Actual marketing spend
Actual revenue by client/project
Payroll software
Personnel investments in the marketing department
Analytics software
Traffic to the website
Origins of that traffic
Lead goals attained by that traffic
Google Ads
Clicks from paid search ad campaigns
Conversions from paid search ad campaigns
LinkedIn Ads
Clicks from LinkedIn Ads
Conversions from LinkedIn Ads
Marketing Automation software
Marketing qualified leads
Campaign history by lead
Conversions from Google, LinkedIn Ads
CRM software
Campaigns
Sales qualified leads
Opportunities with stages and values
Closed contract values and dates
Companies and contacts associated with closed contracts
6?TO ASK WHEN EVALUATING YOUR MARTECH STACK
Do You Have the Data You Need to Show the Business Value of Marketing?
3，4
Who Owns the Data Source and the Data within It?
5.6
What Level of Integration Do You Need to Run These Reports?
What, If Any, Additional Transformation Do You Need to Perform on the Data?
How Will You Visualize This Information for the Stakeholders?
What Additional Tools and/or Technical or Developer Resources Do You Need to Accomplish This Goal?
egZapier – to solve the integration problem
Step 3 Data Analysis:
how to analyze the data to derive value
Step 4 Data-First Marketing Campaign Framework:
embracing data-first in daily marketing tasks
7
stage
1.DEVELOPMENT PHASE
groundwork for campaign
Build buyer personas.
Develop content assets.
Choose distribution and communication channels
2.EXECUTION PHASE
3.ANALYSIS PHASE
Step 5Data-First Marketing Staffing and Culture:
hiring, retraining, and developing a data-first culture
Pictures:
https://drive.google.com/drive/folders/1HPeEUnOdxl4ddL5rGFFdGhq4JEcdVH1w?usp=drive_link
