Learn to use data more effectively to engage your supporters. You will learn about: - The challenges (and solutions!) with data integration - Is it even possible to get a 360 degree view of supporters to do advanced segmentation and targeting? - What analytics should we be tracking? - Should we hire a data analyst or scientist? - What kinds of reporting tools should we be using? - How Bots can help with the dirty work - How you can make the insights you gain actionable

1. Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import
Marketing Consultants Node.js Touch Mobile Cloud Marketing Math
Regression Analyze Testing Message Production Actionable Insight Analytics 2.0
Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO
Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed
Smart Data NewSQL Predictive Analysis Data Moneyball Flow Import
Marketing Consultants Node.js Touch Mobile Cloud Marketing Math
Regression Analyze Testing Message Production Actionable Insight Analytics 2.0
Data Scientists Customer Cohorts Multiple Channels ROI Quants CMO
Segments BI Competitive Advantage Strategy Simplify Ease of Use Speed
Your Engagement Army

2. 65% of Organizations say that integrating
multiple data sources is a challenge
The problem >
DATA
The amount of data available is increasing
exponentially. And each one is slightly
different. Direct Mail, TV, YouTube Pre-roll,
online ads, Twitter, Google+, Facebook, etc. all
require unique expertise, are used differently,
and produce different data.
Communication Channels have Exploded
TOO many channels,
too many data sources
#1

3. The problem >
Source: http://blog.neolane.com/conversational-marketing/big-data/
Data Integration and Analytics are Manual and Expensive
> Good cross-channel Business Intelligence requires huge domain expertise
> It’s impossible to accurately be everywhere you need to be (Google+?,
Pinterest?, etc.)
Turning insight into action
Once you HAVE good data, extracting and
getting to real engagement is hard
2018 Data Analyst Shortage
#2
#3
Tools that do all three of these things well and make it simple do not exist
> Data analysts are expensive
> Lack of Good Candidates
> 140,000-190,000: Shortage by 2018 of people with
deep data and analytical skills among US Companies
> Lack of common export formats and connectors
> Thousands of legacy technologies

4. A lack of…
Clean Data Sources,
Channel Expertise & TIME
The problem (cont.)>

5. Why poor data integration?
Limitations of the database of record
Point-to-point myopia and costs
Only a new database will fix this

6. Solving the integration crisis >
Tip #1: Create a system, not a pipe

7. Tip #2: Make your strategy =
the right data to the right system
Solving the integration crisis >

8. Solving the integration crisis >
Tip #3: Plan for plug and play

9. Solving the integration crisis >
Tip #4: Design so smart people do
smarter things

10. Our solution: Bots! >

11. Frakture Bots are >
Programs and scripts that
interact with you and your
team, and expand your team
into an Army.
From menial repetitive tasks, to
advanced analytics and
modeling….
There’s a Bot for that.

12. Our data management system >

13. Bots Automate the Hard Stuff
Data Integration
& Cleaning
Cross Channel
Metrics
Attribution and
Identity
Access Management
Move people,
segments, and
transactions
seamlessly between
different platforms
Calculates metrics and KPI’s
across channels, and delivers
to your own database, or our
standard Reports
Track people across multiple
channels. Attribute transactions
and revenue automatically, or
with our advanced Source Code
Library.
Password and access management
for all your platforms … even those
that don’t have them natively.

14. Data management >
Tip #5: Be a source code fanatic.
Attribute. Attribute. Attribute.
Move on from mayhem and chaos

15. Data management >
Tip #5: Be a source code fanatic.
Attribute. Attribute. Attribute.
Or let Bots deal with codes like this:
15DM1XXLV-EMAIL
15DM1XXLV-FB
15DM1XXLV-TW
15ONGXXLO
15DM3XXLV
….
….

16. Data management >
Tip #6: Standard metrics go a long
way.
Impressions, interactions, actions
Return on investment
Retention, time, break even and lifetime value

17. Data management >
Tip #7: Be strategic about the
questions you want your data to
answer.

18. Once your data is integrated >
Retargeting
Email
+ Google Ads
Facebook
240k Impressions/
$1.5k
243.2k Impressions/
$3k
30k Impressions/
$2k
72k Impressions/
$.5k
ENGAGEMENT ROI REPORT Sept 1 - 31, 2014
585.2k Impressions /
$7k Spent400
IMPRESSIONS / COST BY CHANNEL INTERACTIONS / COST BY CHANNEL
0
60k
120k
180k
240k
$1K $2K $3K
IMPRESSIONS / DOLLAR
ACTIONS / DOLLAR
INTERACTIONS / DOLLAR
REVENUE / DOLLAR
IMPRESSIONS
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INTERACTIONS
DOLLARS SPENT
160
81
15
144
761 Actions /
$7k Spent.39
2.3k Interactions/
$7k Spent2.8
$25.9k Revenue /
$7k Spent$12.51
Retargeting
Email
+ Google Ads
Facebook
200 Interactions/
$1.5k
523 Interactions/
$3k
423 Interactions/
$2k
1132 Interactions/
$.5k
.13
.17
.21
2.3
Retargeting
Email
+ Google Ads
Facebook
103 Actions/
$1.5k
451 Actions/
$3k
157 Actions/
$2k
50 Actions/
$.5k
.07
.15
.08
.1
Retargeting
Email
+ Google Ads
Facebook
$8.5k Revenue/
$1.5k
$12.4k Revenue/
$3k
$5k Revenue/
$2k
$100 Revenue/
$.5k
$5.69
$4.12
$2.50
$ .20
Retargeting FacebookGoogle AdsEmail
0
300
600
900
1200
$1K $2K $3K
Get the reporting you need.

19. Engagement reports

20. Cross-channel ROI
Retargeting
Email
+ Google Ads
Facebook
240k Impressions/
$1.5k
243.2k Impressions/
$3k
30k Impressions/
$2k
72k Impressions/
$.5k
ENGAGEMENT ROI REPORT Sept 1 - 31, 2014
585.2k Impressions /
$7k Spent400
IMPRESSIONS / COST BY CHANNEL INTERACTIONS / COST BY CHANNEL
0
60k
120k
180k
240k
$1K $2K $3K
IMPRESSIONS / DOLLAR
ACTIONS / DOLLAR
INTERACTIONS / DOLLAR
REVENUE / DOLLAR
IMPRESSIONS
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INTERACTIONS
DOLLARS SPENT
160
81
15
144
761 Actions /
$7k Spent.39
2.3k Interactions/
$7k Spent2.8
$25.9k Revenue /
$7k Spent$12.51
Retargeting
Email
+ Google Ads
Facebook
200 Interactions/
$1.5k
523 Interactions/
$3k
423 Interactions/
$2k
1132 Interactions/
$.5k
.13
.17
.21
2.3
Retargeting
Email
+ Google Ads
Facebook
103 Actions/
$1.5k
451 Actions/
$3k
157 Actions/
$2k
50 Actions/
$.5k
.07
.15
.08
.1
Retargeting
Email
+ Google Ads
Facebook
$8.5k Revenue/
$1.5k
$12.4k Revenue/
$3k
$5k Revenue/
$2k
$100 Revenue/
$.5k
$5.69
$4.12
$2.50
$ .20
Retargeting FacebookGoogle AdsEmail
0
300
600
900
1200
$1K $2K $3K

21. Segment performance

22. Ad channel comparison

23. And data where you need it
Raw Data Feed
Get nightly dumps of all transactions across all
channels: cleaned; id’d, and attributed.
Multiple Formats
Export all statistics and messages to
spreadsheets, for your own projects
Targeting Groups
Create segments in your CRM, email system,
online ad system, etc. based on cross-
channel information.
Unique ID’s
Establish unique ID’s across all your different
databases

24. The result? Better engagement >
When smart Bots work with smart people to solve the hard
problems, you’re freed up to do creatively engage your audience
in a way that robots can’t… Authentically.
Turn your IT and
Marketing teams from a
team of 5 to a team of 50
Use the time-savings to
make your data
actionable
Close the loop between
analytics, campaign
production and delivery

25. www.frakture.com info@frakture.com
twitter.com/fraktureinc
Your Engagement Army