This document provides an agenda and overview for an Enterprise-caliber Cloud BI webinar hosted by Birst focusing on Marketing Analytics. The webinar will feature speakers from Birst and Eagle Creek discussing how Birst Marketing Analytics can help bridge data gaps across various technology sources to provide enterprise-caliber cloud BI. The agenda includes a demonstration of Birst Marketing Analytics and a question and answer session. Forrester research is cited showing that 2 in 3 CMOs feel pressure to prove marketing's value and that the biggest challenges to improving marketing effectiveness are access to and managing marketing data.

1. Enterprise-caliber Cloud BI
BIRST
MARKETING ANALYTICS
GET EMBEDDED MARKETING
ANALYTICS IN YOUR CRM
May 29, 2014

2. 2
WEBINAR NOTES
Attendees Muted Upon
Entry
Please send questions
using the online interface

3. 3
FEATURED SPEAKERS
Mark Townsend
Marketing Evangelist
Eagle Creek
Farnaz Erfan
Director Product Strategy
Birst
Steve Holzgraefe
Partner Engineer
Birst

4. 4
AGENDA
• Birst Marketing Analytics
• Eagle Creek & Marketing Analytics Use Cases
• Demonstration
• Q&A

5. Enterprise-caliber Cloud BI
BIRST
MARKETING ANALYTICS

6. 6
ACCORDING TO FORRESTER RESEARCH…
“…2 in 3 CMO’s are feeling pressure from the
board to prove marketing’s value.”
“…biggest
challenge to using
analytics to improve
marketing
effectiveness are:
access to
data…ways to
manage, analyze
and report data”

7. 7
Marketer’s
Focus
Technology
•Channel Mix
(Social, Web,
Search, Ad)
•Spent
•Campaign Value /
ROI
•Conversion Rates
•Customer Success
•Renewals
•Digital Ad
Platforms
•Search (AdWords)
•Web Analytics (
Google Analytics)
•Mobile Analytics
•Social Media
Aggregators
•Marketing
Automation
•Email Targeting
•Data Services
Platforms (e.g.
Nielson / D&B)
•CRM
•Gamification
Platforms
•Customer
Experience
•Communities
CUSTOMER JOURNEY FOR MARKETERS

8. 8
BRIDGING THE GAP
MARKETING ANALYTICS
ACROSS ALL SOURCES FROM CONTACT TO CUSTOMER
Marketer’s
Focus
Technology
•Channel Mix
(Social, Web,
Search, Ad)
•Spent
•Campaign Value /
ROI
•Conversion Rates
•Customer Success
•Renewals
•Digital Ad
Platforms
•Search (AdWords)
•Web Analytics (
Google Analytics)
•Mobile Analytics
•Social Media
Aggregators
•Marketing
Automation
•Email Targeting
•Data Services
Platforms (e.g.
Nielson / D&B)
•CRM
•Gamification
Platforms
•Customer
Experience
•Communities
Enterprise Caliber Cloud BI

9. 9
BIRST MARKETING ANALYTICS IN
DIFFERENT USE CASES & INDUSTRIES
Use Case Data Sources Users Company
Drive Marketing ROI:
High Value Customers
& Attribution Model
• Google
Analytics
• Omniture
• SQL Server
• VP Marketing
• Marketing managers
• Product managers
• CEO
Acquire More
Customer thru
Product Usage
& Lead to Cash
• Eloqua
• Salesforce.com
• Zuora
• Sales Reps
• Marketing managers
• C-Suite
• Financial analysts
Increase Ad
Performance & Web
Order Rates
• Hadoop / Hive
• Excel
• Marketing Managers
• External Partners
• Customers
• Analysts
Increase Trials to
Close Conversion
Rates
• Jive
• Marketo
• Salesforce.com
• NetSuite
• Demand Gen Managers
• Sales Reps
• Execs

10. 10
Eagle Creek
Software Services
Mark Townsend
Marketing Automation Practice Lead

11. 11
 Started in 1999
 CRM & MA
 Business Intelligence
 Application Development
 40+ Key Technologies
 Largest US based Onshore Outsourcing provider of
Front Office Consulting and Expertise
 4 US Technology Centers ---> 350+ Consultants
 Implementation Consulting Partners with
 Birst / Marketo / Salesforce / Oracle-Siebel
EAGLE CREEK at a GLANCE…

12. 12
US BASED ONSHORE OUTSOURCING
DELIVERY MODEL…
Putting “Local” in Global Sourcing

13. 13
Marketing Source Pipeline
and Opportunity Influence…
• Drill-Paths that get from visualization to a point of activity
• Information grouped by Region and Product
• Real-Time visibility to the engagement
• Add-Hoc capability inside existing reports
• Show Marketing-Sourced Pipeline and Opportunity Influence
• Measure Program Roi by Channel and Program
• Show the Revenue Cycle by stage and stage inventory
• Link Cost to Response and ultimately Sales Acceptance
“The Solution”
• Embedded Analytics
• Multi-source integration
• Natural Drill Paths
• Compelling Visuals
• Ad-Hoc Capability
• Advanced ETL

14. 14
Get Sales and Marketing speaking the same
language and looking at the same data…

15. 15
“WHERE” = Lead Source
“WHY” = Lead Source Detail
“…More of the WHY” = SEO/SEM
Use BI to report Marketing “Sourced” and “Assisted” Pipeline/Opportunity Influence…
“WHAT” = Website & Marketo Program Data

16. 16
Poll Question
Which CRM
systems?

17. 17
Poll Question
Which Marketing
Automation
systems?

18. 18
DEMO

19. 19
Q & A

20. 20
THANKS

21. 21
THANKS