Marketing has evolved from an experiment to an integral part of every business. Digital marketing tools are introduced at a fast pace—each giving marketers new ways to reach the right audience, engage with interested prospects and influence them to become profitable customers. This has created massive opportunities but also challenges, as the new marketer is now inundated with rapidly-growing sea of data from all their marketing technology puzzle pieces.
Come hear how leaders in this space are changing the game by integrating, analyzing and visualizing marketing data in a single place. In this webinar, we will discuss how companies like CBS Interactive, Jive and Build.com are transforming their marketing initiatives with analytics— enabling every person in the marketing organization to take data-driven actions—every moment of every day.
6. 6
Marketers engage with customers
across many channels
Web
Ads Events
Reps/Partners Storefront
Products
Communities
Social Media
56% of all customer interactions happen during a
multi-event, multi-channel journey.
Source: Mckinsey & Co.
9. 9
Navigating the customer journey
Awareness
• Capture: Attention
• Reach: Decision Makers
• Convey: Business Value
Acquisition
• Educate: Stakeholders
• Nurture: Relationships
• Convert: Prospects
Allegiance
• Expand: Footprints
• Grow: Deployments
• Engage: Communities
AUDIENCES PROSPECTS CUSTOMERS
• Digital Ad Platforms
• Search
• Web
• Mobile
• Social Media
• Marketing Automation
• Email Targeting
• Data Services Platforms
• CRM
• Gamification
• Customer Experience Mgm
• Communities
10. 10
Labor represents the majority of
marketing analytics budget
“Many organizations see their analytics
operations as a bit chaotic, because each
task requires a different model to be built
or has its own analytics tools.” - Gartner
Budget spent the labor
part of analytics
R e v e n u e
$1B $500M $50M
$8,610,000 $4,305,000 $430,500
Source: Gartner Highlights From Data-Driven Marketing Survey, 2013
11. 81% of organizations have a chief marketing
technologist in 2013, up from 70% in 2012
11
Source: Gartner Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience 2014
12. 12
Navigating the customer journey
Awareness
• Capture: Attention
• Reach: Decision Makers
• Convey: Business Value
Acquisition
• Educate: Stakeholders
• Nurture: Relationships
• Convert: Prospects
Allegiance
• Expand: Footprints
• Grow: Deployments
• Engage: Communities
AUDIENCES PROSPECTS CUSTOMERS
• Digital Ad Platforms
• Search
• Web
• Mobile
• Social Media
• Marketing Automation
• Email Targeting
• Data Services Platforms
• CRM
• Gamification
• Customer Experience Mgm
• Communities
13. 13
Unified approach: 2-tier strategy &
comprehensive BI
Enterprise
Data Tier User Data Tier
Business Model and Data Navigator
User-ready
Data Store
Automated
Analytics Engine
Data Warehouse Existing Data Stores Apps + Big Data
BI Layer
Open Client
Enterprise reporting Predictive analytics Interactive dashboards Visual discovery Design studio Mobile analytics Interface
14. 14
Birst Marketing Analytics
Birst Marketing Analytics Accelerator
Native Connectivity to Major
Marketing Applications
• Google Analytics
• Omniture
• Marketo
• Eloqua
• Salesforce
• NetSuite
• SAP
• …and many more
KPIs – 12
Reports – 16
Metrics – 60
17. 17
Drive a multi-billion $ business with
insights into web clickstreams
Challenges
• Analytics on massive data from 10M products,
12,000 manufacturers, 10,000 syndicating partners
• Limited resources, but frequent changes in data
Results
• Single place to analyze ad / content performance for
10,000 clients
• Orchestrating a successful $25M private ad network
• Growing pipeline 2.5X
• 10% increase on click rates for clients
• <5 minutes to aggregate 10 million web events
• <15 minutes to deploy changes to data
• <0.5 FTE to manage entire stack
Why Birst?
• Scalability across a large volume of data
• Multi-tenant environment for strict privacy / security
• Platform designed to move from test to prod fast
“Daily fresh information and more
frequent access to updated data has
enabled our customers make better
decisions and see the important
drivers to their business.”
Kevin Hodgkins,
Director of Software Engineering
2.5X Pipeline Growth
Data Sources
18. 18
Accelerate sales cycles & master
lead-to-cash
Results
• Understanding usage, frequency and completed
activities of trial accounts
• Reduce sales cycles
• Increase deal close rate
• Increase adoption among existing customers / users
• Next: lead to cash optimization
Why Birst?
• Lead-to-cash across Marketo, Salesforce & Netsuite
• Customer focus culture of Birst
“When we looked at the ease with
which various BI solutions allow
business users to construct, maintain,
and add new sources to a data model,
Birst blew everything else out of the
water.”
Monique Herman,
VP Business Operations
Challenges
• Drive profitability by converting leads / trials faster
• Increase sales rep productivity
• Get faster insights to pipeline than manual reporting
Data Sources Future
19. 19
Increase customer life time value &
decrease acquisition costs
Results
• Decrease the cost of customer acquisition by
personalizing offers.
• E.g. catalogs mailed to targeted list of recipients
rather than to a randomly selected list, resulted in
75% to 80% lift in catalog revenue
• Attribution analysis to reduce the number of
marketing touch points (each touch point = $)
“Birst was the first solution where the
ease of implementation, ease of
importing data and automating the
process was better than anyone we
looked at so far.”
Brandon Proctor,
VP of Marketing
Challenges
• Analyzing customer browsing behavior and social
interactions across 6 web properties that make up
Build.com brand
• Identifying most valuable customers
Why Birst?
• Ease of implementation
• Birst commitment to customer success
• Selected Birst over Domo and LogiXML
75% Uplift in Catalog Sales
Data Sources
22. 22
Learn More
• Join us for a Live Demo
– Every Tuesday and
Thursday at 11:00 am
PT/2:00 pm ET
– Register at
www.birst.com/live-demo
• Download the Marketing
Analytics Ebook
– www.birst.com/marketing-accelerator
• Download the 2014 Gartner
BI Magic Quadrant
– www.birst.com/gartner
• Contact us
– Email: info@birst.com
– Phone: (866) 940-1496
– Chat: birst.com
What I want to do in the next few slides is to give you some context around our new marketing analytics accelerator – a product we launched just about 2 weeks ago.
We have seen A LOT of interest around marketing analytics / customer analytics – both from
Existing customers
Some of the new companies we have been working with
There has been so much similarity b/w what the marketers in these companies are looking for that we decided, let’s take the common denominator and build a product from it.
So what are these common denominators?
Every one wants to understand their customers better
Challenge: customers live in many places and marketers interact with customers thru a variety of channels
If the goal of the marketer is net new customer acquisition, the interaction is usually done through the channels on top. That is web, online advertising, social, mobile and events – to attract new prospects.
If the goal of the marketer is upsell or cross sell, the engagement is usually done through a sales rep, a partner, distributor - or even through the communities and customer success managers. Some companies are also using in-product content to create new opportunities for cross-sell (e.g. mobile apps or games serve up additional chargeable micro-features inside their product) or at the very least, companies are their using own product usage as a gauge to see adoption and loyalty among their customer base and identify additional opportunities for upsell.
Cloud Applications
Mobile Apps
Games
In product content & features within the app
If you look closer, to interact with customers through these channels, marketers are starting to use a lot of different applications – in fact this is their application / technology landscape.
On average a marketer has 10 to 15 tools. The inventory includes:
– web, social platforms, automation of campaigns, a CRM system, …
This is fundamentally different than other business functions. A sales leader does not have to deal with these many point solutions (they have a CRM system and that is about it). A finance team does not have these many tools (they have an accounting, an HR and an expense system). They deal with more a finite set of information.
But because customer data lives in a very dynamic space, a marketer ends up with this broad of set of information-centric products.
This is the technology landscape from 2014 – there are even more applications here.
There are 947 different applications here.
Now – let’s put this into context & see how it maps to the customer journey – from audience, to prospect to profitable customer.
Initially the marketer is looking to reach the right audience - people who don’t know anything about your brand or company
So they invest in ad placement, social media or optimizing your web site
Then you want to engage the audience and influence them to become interested
So you need marketing automation and email targeting platforms
And eventually when they are customers you want to increase their NPS, cross sell / upsell or at the very least retain these customers
So you use your CRM system or a customer experience management system to do that
The problem is that what you are doing is disjointed.
You have no idea which one of your initial investments eventually became a booking
How long did it take
How many touch points it went through
What you should do next
And that is why – if you look at some of stats - most of the marketing analytics budgets are spent on labor.
According to Gartner, 41% of marketing analytics budget is spent on labor costs.
And that means 100s of thousands of $ for companies that are in 50M, 500M and $1B in revenue.
Why?
In this report, Gartner talks about their client inquiries –
• Gartner customers are struggling with getting value from light analytics capabilities that are embedded in some of marketing applications
• Each task requires a different model, so there is a real chaos
• Simple example, cycle time from when your media campaign became actual bookings in the system. What is that cycle time?
This chaos has been so much for some of the companies that they are now filling roles like Chief Marketing Technologist.
• Equivalent of a chief technology officer and CIO
• Dedicated to marketing, familiar with all kinds of marketing software, data and analytics
The point here is not that our customers would need a Chief Marketing Technologies, but that that there is a real challenge in integrating these applications and getting a single view of the customer.
And this is what we are doing here to bridge the gap in the customer journey.
And that is what we are doing here…. Making this easier.
What Birst is trying to do is to bridge the gap.
How we do that?
Through our platform that can access information from variety of data sources, and unify that into a user-ready data tier to make information readily available for all users – giving every user a unique way to consume that information in the form-factor they want.
For example – a field marketing manager can access the information from a Tablet device – that their CMO who uses dashboards – has shared with them – about a new project that a marketing analyst – using visual discovery – is working on.
More specific around marketing analytics.
Birst connects to major marketing applications stored in:
- Google Analytics
- Omniture
- Marketo
- Eloqua
- Salesforce
- NetSuite
- SAP
- And more…
Birst is also building a Marketing Analytics Accelerator that comes with pre-built KPIs, metrics, reports and dashboards – bringing data together in a single model - from Google Analytics, Marketo and Salesforce.
The solution accelerator is built
From some of the most common use cases we see in the market
We have validated this with 7 our customers
Sound Bite: CBS Interactive is the largest e-commerce content syndicator in the world. They syndicate ads for 10 million products from 12,000 suppliers. Using Birst, CBSi grew its pipeline by 2.5X (from $10M to $30M) and successfully built a private ad network of $25M by utilizing comparative analysis (for example, analyzing A-B content tests at a deeper level).
Roles: CBSi customers (brand managers, digital marketers)Use Case: Embedded AnalyticsData Sources: HadoopValue: 2.5X Pipeline Growth and building a private ad network of $25M
Full Story:
CBS Interactive is largest e-commerce content syndicator in the world. They syndicate ads for the likes of Lenovo laptops on major websites like Buy.com, newegg, amazon, etc. With a platform that processes over $3B in e-commerce sales each year, CBS Interactive needed a solution that could provide analytics on a massive scale. With web clickstream data on ads for over 10 million products from 12,000 manufacturers, CBS Interactive was not only dealing with massive volumes of data, but also data that was changing rapidly (ad placement, message, offer, price, promotion changes). In addition, because they represented competitive products and manufacturers CBS required strict data privacy and security rules.
With Birst, CBS has been able to serve all its customers in a single place. Birst pulls over a TB of data from 20 node Hadoop cluster & and this volumes grows ~ 1% growth daily. CBS Interactive is able to process and aggregate 10 million web events in under 5 minutes.
CBS provides this analysis back to their customers so they can understand how engaging their content is, how long customers stay on the page and how often they click buy. The results: click thru rates has improved by 10% for CBS’s customers.
With Birst, CBSi was able to grow their pipeline by 2.5X (from $10M to $30M) and successfully built a private ad network of $25M by utilizing comparative analysis (for example, analyzing A-B content tests at a deeper level). CBSi also was able to retain a high at-risk syndication deal (Sony), worth $750K, which alone paid for more than 5 years of Birst. This was accomplished, in part, by enabling Sony to build out value-added dashboards to analyze who watched their product videos and what % were watched entirely. Also, Sony was able to improve customer service levels while saving headcount by 20%, allowing them to re-focus 2 out of 10 FTE on more strategic activities.
CBS Interactive selected Birst, because of its scalable solution and also the ability to go from test environments to production in minutes. This feature served the dynamic nature of ad placement (A-B testing different scenarios, seeing the impact and iterating), keeping CBS in a competitive position in content syndication market.
A rapidly growing software company in the mid-market, Jive sells collaboration software to companies who want to have active customer-centric communities, support and service teams.
Jive – like any other SaaS business provides a free trial of their software. The trial drives most of their leads, but it was somewhat of a black box. Trial can be a great source but if you don’t have the usage analytics, you don’t know if your leads are engaged / not.
Jive create a usage analytics dashboards using Birst to track the number of times and frequency with which a prospect has logged into a trial account, as well as the activities they completed. Sales reps can now see the most active users, and pursue them first. Reps that use the prospect trial usage can engage with more active prospects first which results in reduced sales cycle / increased deal close rate.
And to close the loop, Jive wanted to use Birst to analyze how many of those trials become customers. They are now using Birst to see the full lead-to-cash process and conversion rates – from leads in Marketo, to opportunities in Salesforce.com, and revenue in Netsuite.
And to drive adoption and increase retention, Jive is using product usage analysis to see how customers are using the solution, what features and capabilities are most popular and whether usage is trending up / down for active users.
Why Birst? Because Birst is able to perform analytics across different sources, conforming information like customers from different systems (a lead n Marketo becomes an opportunity in SFDC and eventually a customer in NetSuite – they are the same person but their definitions / IDs don’t match across 3 different systems).
From an organization stand point, this would create alignment – so when the VP of sales says that I sold 3.5M in the last month and 30 % of the leads were source outside of marketing, the Head of Marketing and the Head of Finance agree – and not say: “not so in my book”.
Sound Bite: Build.com, a top 100 online retailer, is using Birst for marketing analytics and customer behavior analytics. By understanding customer profiles and life time value, Build.com is able to focus on the high value customers and personalize offers to them. This has decreased the number of marketing touch points ($), allowing them to reach the right segments faster. For example, by targeting the right customer segment, rather than to a randomly selected list, Build.com was able to gain a 75% to 80% lift in catalog revenue.
Roles: Marketing, product and sales teamsUse Case: Customer analytics / marketing analytics / sales analyticsData Sources: Omniture / Google Analytics / Microsoft SQL ServerValue: Gained a 75% to 80% lift in catalog revenue, increasing customer lifetime value and decreasing cost per acquisition
Full Story:
Build.com, a top 100 online retailer, competes with the likes of Home Depot in the home improvement retailer market. With heavy focus on marketing analytics and customer behavioral analytics such as browsing behavior, customer interactions with different product categories & web properties as well as social interactions, Build was getting information about their customers across 6 different sites that make up build.com. While web data was stored in Omniture and Google Analytics, Sales data was recorded in a back office ERP system (SQL Server).
To drive growth thru acquisition – Build.com wanted to understand customer life time value for customers, differentiating one time shoppers like home-owners from lifelong customers such as general contractors.
Using Birst, Build is looking at marketing more strategically. They don’t just want to acquire customers. They want to acquire the right customers. They know that net new customer acquisition costs a lot of money, so they rather lose low value customers to competition and focus on customers that will be worth more over their entire lifetime.
Using Birst, Build.com combines web and campaign data with sales data, recommending marketing campaigns and merchandising offers that bring the highest ROI. Using Birst, they also identify which products are popular/movie fast, enabling more sales through on-the-fly pricing adjustments and marketing strategy changes.
By personalizing offers, Build is able to decrease the number of touch points and target customer segments that result in increased customer lifetime value and decreased customer acquisition cost. For example, by targeting the right customer segment, rather than to a randomly selected list, Build.com was able to gain a 75% to 80% lift in catalog revenue.
Using Birst, Build have also build an attribution model, where they can understand how all the marketing touch-points fit together and which dollars are working the hardest. This helps them build more personalize offers, serving the right products to the right people – to ultimately decrease the number of touch points in the path to purchase.
Build picked Birst because of its easy to access nature (cloud & mobile) and also the ease of implementation, data unification (from multiple sources) & adapting to highly dynamic / changing data.