A DIY Approach to Activating Your Existing Marketing Data
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Okay, you have just worked tirelessly to perfect your Marketo architecture, capturing every bit of lead lifecycle, engagement, and activity data. Now what? More often than not, marketing operations professionals are also on the hook for providing reporting and analytics for the broader marketing organization. Luckily, there is a wealth of data sitting just beneath the surface of your Marketo instance that can help you answer some of the most common business questions from your CMO. In this session, Eric Wong, Marketing Intelligence Consultant at Etumos, will run through how to own and activate your marketing data, structuring your data for different reporting scenarios or getting what you need to make the most out of your data.
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A DIY Approach to Activating Your Existing Marketing Data
- 1. A DIY Approach to Activating Your Marketing Data Attribution Reporting, Velocity Analysis, and More… Eric Wong, Marketing Intelligence, Etumos
- 2. Today Your Marketing Data… Beyond the Leads Getting Started with Example Dashboards Activating Your Data
- 3. About Me Now • Marketing Intelligence at Then • 16+ years in B2B/B2C marketing, analytics, and operations • 4 years leading Analytics • 5 years in MOPS and Marketo • 2 years leading MOPS Connect • ewong@etumos.com • https://www.linkedin.com/in/ericctwong/
- 4. 01 Your Marketing Data… Beyond the Leads
- 5. Data are becoming ubiquitous, so at first blush it would appear that analytics should be able to deliver on its promise of value creation. However, data grows on its own terms, and this growth is often driven by IT investments, rather than by coherent marketing goals. As a result, data libraries often look like the proverbial cluttered closet, where it is hard to separate the insights from the junk. Harvard Business Review, 2018: https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise
- 6. If I’m the CEO and I’m unhappy with sales, I go to the sales team to understand, but they may blame marketing. Each team uses its own data because they want to preserve the dataset that supports their point of view. In this pattern of behavior, if you control your own data, no one can hold you accountable. Silos defeat collaboration and stymie value creation. Forbes, 2018: https://www.forbes.com/sites/forbestechcouncil/2018/11/19/why-data-silos-are-bad-for-business/#36016a605faf
- 7. Marketing Performance Framework Audience • Firmagraphics • Demographics • Technographics • Etc… Channel • Digital, event,… • Paid, earned, owned,… • Etc… Content/Exp • Form factor, format • Long-form, short- form,… • Product/content taxonomy,… Engagement&Rate Conversion&Rate Velocity Marketing levers to drive/influence business value Leading indicators Top-of-Funnel: Leading indicators Mid/Bottom-of-Funnel: Lagging indicators Lagging indicators Hypothesis: Marketing execution against Audience targeting, Channels for message and experience delivery, and Content selection directly drive prospect and customer Engagement, which in turn impacts Funnel Conversion, Velocity, and business Value ValueandROI Your Marketing Data… Beyond the Leads
- 8. Breaking Down Data Siloes Your Marketing Data… Beyond the Leads Leads • Demographics • Firmagraphics & technographics • Behavioral Summaries • Business Program • Channel Tags • Other Tags • Progression • Membership • Membership Date Activity • Form • Web • Email • Data Changes • Activity Date
- 10. Buyer Journey
- 12. Building Your Buyer Journey Getting Started With Example Dashboards Program > Channel > Date Stamp “Marketo Summit Roadshow” (Event, Hosted) 2019-10-10 Program > Channel > Date Stamp “3 Ways to Energize Your Nurture Strategy” (Webinar) 2019-09-24 Program > Channel > Datestamp “Marketo Lead Sourcing” (Content) 2019-09-10 Lead ewong@etumos.com MQL Datestamp 2019-09-25 SQL Datestamp 2019-10-02 Opp Open Datestamp 2019-10-10 Opp Won Datestamp 2019-10-11 Lead ewong@etumos.com ewong@etumos.com ewong@etumos.com Lead Record Program Membership Records T-0T-1T-15
- 15. Building Your Cohorts Getting Started With Example Dashboards Lead MQL Datestamp SQL Datestamp Opp Open Datestamp Opp Won Datestamp ewong@etumos.com 2019-09-25 2019-10-02 2019-10-10 2019-10-11 kcarideo@etumos.com 2019-01-05 2019-06-17 2019-06-19 2019-06-26 nsmitha@etumos.com 2019-05-02 2019-07-01 2019-08-21 MQL Cohort 2019-09 2019-01 2019-05 Velocity MQL-SQL Velocity MQL-Win Velocity SQL-Win 8 9 1 2 9 7 51
- 16. Email
- 17. Building Your Email Activities Getting Started With Example Dashboards Lead Email Lead Datestamp nsmitha@etumos.com Welcome Nurture 1 Email Unsubscribed 2019-09-27 Lead Email Activity Datestamp nsmitha@etumos.com Welcome Nurture 1 Email Opened 2019-09-26 Lead Email Lead Datestamp ewong@etumos.com Welcome Nurture 1 Email Clicked 2019-09-25 Lead Email Lead Datestamp ewong@etumos.com Welcome Nurture 1 Email Opened 2019-09-25 Lead Email Activity Datestamp ewong@etumos.com Welcome Nurture 1 Email Delivered 2019-09-25 Lead Email Activity Datestamp nsmitha@etumos.com Welcome Nurture 1 Email Delivered 2019-09-18 Day 1 9 10 Day 1 1 1
- 18. DB Health
- 19. Lead Scoring… via Data Science Marketo ID Conversion MQL > SQL Forms Filled Web Links Clicked Web Pages Visited Email Links Clicked Emails Opened 1000006 0 1 5 9 1 1 1000007 1 1 8 14 0 1 1000008 0 0 0 0 0 0 1000009 1 6 61 104 0 1 1000010 0 0 0 0 0 0 1000021 1 1 54 63 0 0 1002830 0 0 0 0 0 0 1003460 1 1 15 24 0 0 1004188 1 1 37 62 0 0 1006092 0 0 0 0 0 0 1006948 0 2 0 0 0 0 1007098 1 1 10 15 0 0 1007582 1 1 7 29 0 0 1007586 1 4 10 22 1 1 1007676 0 1 3 4 0 1 1007873 1 2 5 13 9 24 1007947 1 1 13 15 1 0 1008018 0 1 3 7 0 1 1008019 0 1 1 2 0 0 1008020 0 1 0 2 0 1 Coefficients Forms Filled -0.0145 Web Links Clicked 0.0066 Web Pages Visited 0.0196 Email Links Clicked 0.0872 Emails Opened -0.0028 Standard Error t Stat 0.0040 -3.5902 0.0022 3.0444 0.0016 12.2899 0.0018 48.3334 0.0004 -6.6100 P-value 0.0003 0.0023 0.0000 0.0000 0.0000 Lower 95% Upper 95% -0.0223 -0.0066 0.0023 0.0108 0.0165 0.0227 0.0837 0.0907 -0.0037 -0.0020 Lead Score Multiplier -1 1 2 9 0 Getting Started With Example Dashboards
- 20. 03 Activating Your Marketing Data
- 21. What You Need to Get Started Activating Your Marketing Data Repository • Warehouse • Lake • Etc Pipeline Transform Visualize Program • Channel Tags • Other Tags • Progression • Membership • Membership Date Activity • Form • Web • Email • Data Changes • Activity Date Leads • Demographics • Firmagraphics & technographics • Behavioral Summaries • Business CRM Product Ad Budget Web
- 22. Choices, Choices, Choices… Activating Your Marketing Data Off-the-shelf (buy) • Simplicity and plug-and-play • Low barrier to re-architecting your MAP and CRM for optimal data capture Packaged (buy) • Little to no IT support in revenue systems • Building a Marketing Intelligence practice from ground up Traditional (build) • Regulated industry • Existing IT or product infrastructure • Complex business and technology ecosystem
- 23. Via Analytics/BI Tools Activating Your Marketing Data https://launchpoint.marketo.com/categories
- 24. Via Integration/Data Pipeline Activating Your Marketing Data https://launchpoint.marketo.com/categories
- 25. Know, own, and activate your marketing data…
- 26. Thank you
- 27. What’s Next • Follow-up email with recording • Save the date, September 8, 2020 for MOPsCON • Discount code for MOPsCON 2020 for all attendees • Join the MOPsPROs Slack group • Feel feel to contact us at Mopscon@etumos.com with any other questions