Marketing Metrics - The Smart Marketer's Advantage

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In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.

Technology Business News & Politics

MARKETING METRICS
THE SMART MARKETER’S ADVANTAGE
Zach Bailey
Senior Director, Engineering
Pardot, an ExactTarget company
zach.bailey@pardot.com

WHO ISTHIS GUY?
And why should I listen to him?
Everybody loves babies, right?
Last but not least: I’m a huge nerd
At Pardot since 2011
Digital Marketing ProductsVeteran

Why are metrics so awesome?
What should I be measuring?
How can I measure it?
AGENDA
Questions

“Five years from now, a
CMO will spend more
on IT than the CIO”
Gartner, 2012
METRICS = AWESOME
Huge shift enabled by technology

Who would you rather your boss think you are?
We should be a mix of both!
METRICS = AWESOME
Applying science to our work!

Hypothesize
Design
Experiment
Collect
Results
Synthesize
METRICS = AWESOME
This is where
we get better
Applying science to our work!

Analysis paralysis aka the cereal aisle
“What gets
measured,
gets improved”
Peter Drucker
WHATTO MEASURE?

✓ Speciﬁc
✓ Measurable
✓ Achievable
✓ Relevant
✓ Timely
WHATTO MEASURE?
S.M.A.R.T. Metrics

Let’s get prescriptive:
optimize your “critical path”
Visitor Prospect Opp Wins
Spending Money! Making Money!
WHATTO MEASURE?

On a regular basis, assess:
how many/effectively/quickly
Visitor Prospect Opp Wins
13,435 1,087 199 128
18.3% 64.3%8.1%
26 days 43 days 19 days
WHATTO MEASURE?

Set a goal and lather, rinse, repeat
0
38
75
113
150
Q1 2012 Q2 2012 Q3 2012 Q4 2012
Visitor to Prospect Prospect to Opp Opp to Win
Example Goal:Visit to Revenue in <110 days
WHATTO MEASURE?

0
1
3
4
5
May 2012 June 2012 July 2012 Aug 2012 Sept 2012 Oct 2012 Nov 2012
Conversion
Example Goal: PPCVisitor to Prospect Conversion >4%
Set a goal and lather, rinse, repeat
WHATTO MEASURE?

“One metric to rule them all”
Campaign Spend Revenue ROI
Adwords $25,000 $45,000 80%
Webinars $3,500 $9,000 157%
Tradeshows $100,000 $92,000 -8%
Whitepapers $8,500 $23,000 171%
Optimize your spend - ROI
ROI = (Revenue - Spend) / Spend
WHATTO MEASURE?

Optimize your spend - ROI
Allows us to ask and answer,
on a per channel/campaign basis:
Have we hit diminishing returns?
If we double spend, will revenue double?
What is going well and what needs improvement?
Is the channel right but the message wrong?
WHATTO MEASURE?

Inter-team metrics or
getting sales & marketing aligned
Follow-up response SLAs
Marketing sourced lead quota
Lead Qual: Marketing qualiﬁed vs. Sales accepted
“Gone cold” or competitive nurture
WHATTO MEASURE?

Marketing Automation Platform
Spreadsheets
Web Analytics + Email Marketing + CRM Platform
B.I.Tool
HOWTO MEASURE?

SUMMARY
Be an artist AND a scientist
Set SMART goals and iterate as fast as you can
ROI is king
Metrics/Goals align vertically and horizontally

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Discord is a free app offering voice, video, and text chat functionalities, primarily catering to the gaming community. It serves as a hub for users to create and join servers tailored to their interests. Discord’s ecosystem comprises servers, each functioning as a distinct online community with its own channels dedicated to specific topics or activities. Users can engage in text-based discussions, voice calls, or video chats within these channels. Understanding Discord Servers Discord servers are virtual spaces where users congregate to interact, share content, and build communities. Servers may revolve around gaming, hobbies, interests, or fandoms, providing a platform for like-minded individuals to connect. Communication Features Discord offers a range of communication tools, including text channels for messaging, voice channels for real-time audio conversations, and video channels for face-to-face interactions. These features facilitate seamless communication and collaboration. What Does NSFW Mean? The acronym NSFW stands for “Not Safe For Work,” indicating content that may be inappropriate for professional or public settings. NSFW Content NSFW content encompasses material that is sexually explicit, violent, or otherwise graphic in nature. It often includes nudity, profanity, or depictions of sensitive topics.

Understanding Discord NSFW Servers A Guide for Responsible Users.pdf

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Abhishek Deb(1), Mr Abdul Kalam(2) M. Des (UX) , School of Design, DIT University , Dehradun. This paper explores the future potential of AI-enabled smartphone processors, aiming to investigate the advancements, capabilities, and implications of integrating artificial intelligence (AI) into smartphone technology. The research study goals consist of evaluating the development of AI in mobile phone processors, analyzing the existing state as well as abilities of AI-enabled cpus determining future patterns as well as chances together with reviewing obstacles as well as factors to consider for more growth.

Exploring the Future Potential of AI-Enabled Smartphone Processors

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Created by Mozilla Research in 2012 and now part of Linux Foundation Europe, the Servo project is an experimental rendering engine written in Rust. It combines memory safety and concurrency to create an independent, modular, and embeddable rendering engine that adheres to web standards. Stewardship of Servo moved from Mozilla Research to the Linux Foundation in 2020, where its mission remains unchanged. After some slow years, in 2023 there has been renewed activity on the project, with a roadmap now focused on improving the engine’s CSS 2 conformance, exploring Android support, and making Servo a practical embeddable rendering engine. In this presentation, Rakhi Sharma reviews the status of the project, our recent developments in 2023, our collaboration with Tauri to make Servo an easy-to-use embeddable rendering engine, and our plans for the future to make Servo an alternative web rendering engine for the embedded devices industry. (c) Embedded Open Source Summit 2024 April 16-18, 2024 Seattle, Washington (US) https://events.linuxfoundation.org/embedded-open-source-summit/ https://ossna2024.sched.com/event/1aBNF/a-year-of-servo-reboot-where-are-we-now-rakhi-sharma-igalia

A Year of the Servo Reboot: Where Are We Now?

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Following the popularity of "Cloud Revolution: Exploring the New Wave of Serverless Spatial Data," we're thrilled to announce this much-anticipated encore webinar. In this sequel, we'll dive deeper into the Cloud-Native realm by uncovering practical applications and FME support for these new formats, including COGs, COPC, FlatGeoBuf, GeoParquet, STAC, and ZARR. Building on the foundation laid by industry leaders Michelle Roby of Radiant Earth and Chris Holmes of Planet in the first webinar, this second part offers an in-depth look at the real-world application and behind-the-scenes dynamics of these cutting-edge formats. We will spotlight specific use-cases and workflows, showcasing their efficiency and relevance in practical scenarios. Discover the vast possibilities each format holds, highlighted through detailed discussions and demonstrations. Our expert speakers will dissect the key aspects and provide critical takeaways for effective use, ensuring attendees leave with a thorough understanding of how to apply these formats in their own projects. Elevate your understanding of how FME supports these cutting-edge technologies, enhancing your ability to manage, share, and analyze spatial data. Whether you're building on knowledge from our initial session or are new to the serverless spatial data landscape, this webinar is your gateway to mastering cloud-native formats in your workflows.

Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME

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Marketing Metrics - The Smart Marketer's Advantage

1. MARKETING METRICS THE SMART MARKETER’S ADVANTAGE Zach Bailey Senior Director, Engineering Pardot, an ExactTarget company zach.bailey@pardot.com

2. WHO ISTHIS GUY? And why should I listen to him? Everybody loves babies, right? Last but not least: I’m a huge nerd At Pardot since 2011 Digital Marketing ProductsVeteran

3. Why are metrics so awesome? What should I be measuring? How can I measure it? AGENDA Questions

4. “Five years from now, a CMO will spend more on IT than the CIO” Gartner, 2012 METRICS = AWESOME Huge shift enabled by technology

5. Who would you rather your boss think you are? We should be a mix of both! METRICS = AWESOME Applying science to our work!

6. Hypothesize Design Experiment Collect Results Synthesize METRICS = AWESOME This is where we get better Applying science to our work!

7. Analysis paralysis aka the cereal aisle “What gets measured, gets improved” Peter Drucker WHATTO MEASURE?

8. ✓ Speciﬁc ✓ Measurable ✓ Achievable ✓ Relevant ✓ Timely WHATTO MEASURE? S.M.A.R.T. Metrics

9. Let’s get prescriptive: optimize your “critical path” Visitor Prospect Opp Wins Spending Money! Making Money! WHATTO MEASURE?

10. On a regular basis, assess: how many/effectively/quickly Visitor Prospect Opp Wins 13,435 1,087 199 128 18.3% 64.3%8.1% 26 days 43 days 19 days WHATTO MEASURE?

11. Set a goal and lather, rinse, repeat 0 38 75 113 150 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Visitor to Prospect Prospect to Opp Opp to Win Example Goal:Visit to Revenue in <110 days WHATTO MEASURE?

12. 0 1 3 4 5 May 2012 June 2012 July 2012 Aug 2012 Sept 2012 Oct 2012 Nov 2012 Conversion Example Goal: PPCVisitor to Prospect Conversion >4% Set a goal and lather, rinse, repeat WHATTO MEASURE?

13. “One metric to rule them all” Campaign Spend Revenue ROI Adwords $25,000 $45,000 80% Webinars $3,500 $9,000 157% Tradeshows $100,000 $92,000 -8% Whitepapers $8,500 $23,000 171% Optimize your spend - ROI ROI = (Revenue - Spend) / Spend WHATTO MEASURE?

14. Optimize your spend - ROI Allows us to ask and answer, on a per channel/campaign basis: Have we hit diminishing returns? If we double spend, will revenue double? What is going well and what needs improvement? Is the channel right but the message wrong? WHATTO MEASURE?

15. Inter-team metrics or getting sales & marketing aligned Follow-up response SLAs Marketing sourced lead quota Lead Qual: Marketing qualiﬁed vs. Sales accepted “Gone cold” or competitive nurture WHATTO MEASURE?

16. Marketing Automation Platform Spreadsheets Web Analytics + Email Marketing + CRM Platform B.I.Tool HOWTO MEASURE?

17. Pardot is pretty nifty! HOWTO MEASURE?

18. Pardot is pretty nifty! HOWTO MEASURE?

19. SUMMARY Be an artist AND a scientist Set SMART goals and iterate as fast as you can ROI is king Metrics/Goals align vertically and horizontally

20. QUESTIONS?

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