-Jesse Harriott, Ph.D., Chief Analytics Officer, Constant Contact -Dave Krupinksi, Co-Founder & Chief Technology Officer, Care.com You may remember the days before the Web, social media, mobile, and Big Data. Instinct was a prized business characteristic and it, rather than data, drove many corporate marketing decisions.Companies now say that they are "data-driven" and only make quantitative marketing decisions. But these same companies are also overwhelmed by the sheer volume of data at their disposal and how to best analyze it to shape critical marketing questions. The issue today is not the lack of data, but rather how to prioritize, access, and use data in real time so it has the greatest impact on your business. During this opening keynote, two top analytic leaders from major brands, Constant Contact and Care.com, will share best practices and proven strategies for incorporating analytics into your marketing strategy. Join Jesse Harriott, Chief Analytics Officer at Constant Contact, and Dave Krupinski, Co-founder and Chief Technology Officer at Care.com, as they discuss strategies to leverage data and analytics tools to inform marketing decisions and realize substantial ROI.

1. Leveraging Data and Analytics for Your
Marketing Strategy
JesseHarriott,Ph.D.
ChiefAnalyticsOfficer,ConstantContact
DaveKrupinski
CTOandCo-Founder,Care.com

2. Agenda
• Importance of Analytics
• Challenge From Within
• Stages of Analytical Companies
• Analytics Success Pillars
• Who Cares About Data?

5. Source: 2013 SMB Insights Brand Study published by The Business Journals
Copyright © 2013 Constant Contact Inc. 5
Coaching
Customer
Success
KnowHow
Great, Easy-to-Use
Products
Constant Contact facilitates 40+ billion customer
engagement opportunities for 500K+ customers each year
across social, mobile and email marketing
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Quarterly Revenue ($000) Q3 2007 – Q2 2013

6. A Short Story of Analytics…

7. Importance of
• “It’s the economy, stupid”
• Intense competition
• People becoming more fickle, loyalty elusive
• Volume of advertising messages increasing

8. Challenge from Within
• Weak Executive Sponsorship
• Failure to Align Analytics Priorities with Corporate
Priorities
• Weak alignment from Technology Support Function
• Lack of Formal Data Governance
• Weak Alignment of Existing Analytical Resources

9. Five Stages of Analytical Companies
9
Source: Davenport and Harris, Competing on Analytics, 2007
Stage 1
Analytically Impaired
Stage 3
Analytical Aspirations
Stage 2
Localized Analytics
Stage 4
Analytical
Companies
Stage 5
Analytical
Competitors

10. Analytics Success Pillars

11. Key Ingredients for
Effective Analytics
– Meaning
– Context
– Predictive
– Bias towards action
(generate revenue, save
costs)
– Communication

12. Who Cares About Data?

13. Thank You!

14. Backup

15. Big (and little) Data
• Variety, Volume and Velocity
• Let’s not forget about the little data
• Data analysis is the biggest hurdle to action
• Customer Knowledge Framework

17. Future of Analytics
• Data become less valuable
• Predictive becomes the new standard
• Social computing becomes essential
• Advances in machine learning are made
• Traditional data models evolve
• Analytics becomes more accessible to the non-analyst
• Data science becomes a specialized department
• Human-centered computing becomes part of everyday life
• Analytics helps solve social problems
• There is a location-based data explosion
• A data privacy backlash occurs