Going from a Click Model to an Analytics Model

1. Going Beyond the First Click The Power of Analytics-
Based Marketing Strategy

2. 2
Kashif Khurshid
Sr. Manager of Marketing Analytics, Platforms & Technology
15 Years of Experience in the Digital Marketing & Analytics Industry
Expert in launching “Services Products” in the digital ecosystem for
both B2B and B2C
Car Enthusiast and a frequent to Coffee & Cars

3. Secret to Making
Data-Driven
Decisions?

4. Going Beyond Starts with You!

5. @KashifKhurshid

6. Data Powers Decisions Activation on Insights MarTech Integration
@KashifKhurshid

7. Data Powers Decisions Activation on Insights MarTech Integration
@KashifKhurshid

8. 8
Campaign Interaction Website Visit Content Engagement Form Fills
What Data to Capture & Credit Allocation
Credit Allocation for Touchpoints

9. Tag your
Links!
https://www.CaptainAnalytics.com?utm_medium=event&
utm_source=presentation&utm_campaign=March2019&
utm_content=goingBeyond
@KashifKhurshid

10. FREE TOOL: https://www.captainanalytics.com/p/free-tools.html
Free Tool to Tag Links and follow best practices in google sheets

11. Start with the Data Silos
@KashifKhurshid
Data
Digital
CRM
Campaigns
Sales
Activity
Other
Offline
Sources

12. RoadMap of Going from Data to Decisions
Data and Records
Data Cleansing &
Standardization
Reports and
Dashboards
Hypothesis
validation &
Insights
Advance
Visualization &
Story Telling
Data System
Integration for one
holistic view
Attribution &
Journey Mapping
Build Custom
Models &
Predictions
Establish segments
and data clusters
Create personalized
experiences based
on intelligence
From Data to Insights to
Automated & repeatable
Intelligence
@KashifKhurshid

13. 13
Leverage Data to make Decisions.
Takeaway:
@KashifKhurshid

14. Data Powers Decisions Activation on Insights MarTech Integration
@KashifKhurshid

15. Types of Insights Analytics Helps Solve for:
What
Happened?
What Changed
over Time?
Why it
changed?
Why it
happened?
What could
happen?
What is the
difference?
@KashifKhurshid

16. Building a Framework
for Data Consumption
@KashifKhurshid

17. Step 1: Start with the Goal

18. Step 2: Identify Dimensions of Data
18
Devices
Content / Forms
Offer / Ad
Campaign
Marketing Channels
Landing
Page
@KashifKhurshid

19. Step 3: Define Metrics
10 Key Digital Metrics:
Digital Scorecard Desktop Mobile Tablet Paid Search Display Etc.
Visits
Visit Depth
% of All Visits
Avg Time on Site
Frequency
Recency
Bounce Rate
Completion/ Conversion Rate
Funnel Steps/ Step Rate
Revenue / Orders / Avg Order
Value
Defined Segments
(Online + Offline)
Build up to Advance Segments:
• "Millennials - Mobile"
• "New Visitors - Paid Search"
• "Working Moms - Display"
Integrate Systems:
• Ad Network Data, Email, Social
• Attribution Credit, Journey Scoring
@KashifKhurshid

20. Step 4: Audience Segmentation
Common Uses:
 Behavior (frequency,
depth)
 Content category
 Technical attributes
(Devices (phone,
tablets) , browsers)
 Geo attributes
 Custom dimensions/
metrics
 Goals
Image credit to wisegeek.org
@KashifKhurshid

21. CMO: How is marketing is contributing to revenue?
VP Demand Gen: Where should I invest my next
dollar?
PPC Manager: How can I optimize spend?
Content Manager: What topics drive pipeline?
Step 5: Align to Audience
@KashifKhurshid

22. Step 6: Design Your Dashboard
22
CRM
(Salesforce)
BI Tool
(PowerBI)
Web
Analytics
@KashifKhurshid

23. Google Analytics
Anonymous User
@KashifKhurshid

24. Salesforce Dashboard
Distribution by Channel
Known User
@KashifKhurshid

25. PowerBI Dashboard
Unlimited Filtering, Calculations, Relationships and Customizations
@KashifKhurshid

26. 26
Start with the Goal & Build to Scale.
Takeaway:
@KashifKhurshid

27. Data Powers Decisions Activation on Insights MarTech Integration
@KashifKhurshid

28. Stages of Intelligence
Knowledge • Data, text,
activity
Pattern
Recognition
• Face, speech,
optical
Machine
Learning
• Models, Deep
Learning
Predictive
• Based on
Probabilistic
or Fuzzy Logic
Robotics
•Applying
Learning at the
last millisecond,
intelligent
personalization
@KashifKhurshid

30. 30
MarTech Stack in
Action
@KashifKhurshid

31. Customer
Web Site
(Storefront)
Big Data
Strategy
Activation
Data Activation
Personalization Testing Retargeting
Data Warehouse
Offline Data
Sources
Data Enrichment Data Cleanup
Visualization Goals & KPI’s
Communication
Infrastructure
Digital Marketing

32. MarTech Stack
In Action

36. The Data to Decision Loop
@KashifKhurshid
Data
Info
Knowledge
Wisdom

37. So…umm Is there anything you want me to do?

38. The New World ???

39. The New World !!!

40. Oh Yea…that Artificial
Intelligence!!!

41. AugmentedIntelligence

42. You are the brains!

43. Nothing artificial about it!

44. 44
Connect your Tech Stack to work
Seamlessly.
Takeaway:

45. Data Powers Decisions Activation on Insights MarTech Integration
@KashifKhurshid

46. 46
Going Beyond the First
Click…
@KashifKhurshid

47. Customer Journey
Organic (Lead
Created)
Paid Search
(Touchpoint)
Direct
(touchpoint
filled form)
Social (read
blog) (MQL)
Email
(registered)
Event (attended)
(OTY)
Call with Rep
WhitePaper Sent
Closed
Paid
(whitepaper)

48. Map to Stages

49. The mindset of the Customer

50. Assets in Customer Journey by Stages
https://www.pardot.com/content-marketing/mapping-content-buyers-journey-worksheet/

51. Customer Journeys
51
@KashifKhurshid
The Journey is
the Reward
Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787
@KashifKhurshid

52. Customer Journeys
52
@KashifKhurshid
Attribution Models
First Touch
Last Touch
Lead Create
Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787
Linear
Linear
@KashifKhurshid

53. 53
Image Credit: https://www.neworleans.com/things-to-do/sports/teams/saints/
Use Models to go Deeper

54. Q & A
Kashif Khurshid
Sr.Manager- Marketing Analytics,
Platforms & Technology
Kashif.Khurshid@alertlogic.com
Linkedin.com/KashifKhurshid
CaptainAnalytics.com
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