big-data：大數(shù)據(jù),大利潤(rùn),大數(shù)據(jù)怎樣帶來(lái)千萬(wàn)的市場(chǎng)_第1頁(yè)
big-data：大數(shù)據(jù),大利潤(rùn),大數(shù)據(jù)怎樣帶來(lái)千萬(wàn)的市場(chǎng)_第2頁(yè)
big-data：大數(shù)據(jù),大利潤(rùn),大數(shù)據(jù)怎樣帶來(lái)千萬(wàn)的市場(chǎng)_第3頁(yè)
big-data：大數(shù)據(jù),大利潤(rùn),大數(shù)據(jù)怎樣帶來(lái)千萬(wàn)的市場(chǎng)_第4頁(yè)
big-data：大數(shù)據(jù),大利潤(rùn),大數(shù)據(jù)怎樣帶來(lái)千萬(wàn)的市場(chǎng)_第5頁(yè)
已閱讀5頁(yè)，還剩35頁(yè)未讀， 繼續(xù)免費(fèi)閱讀

下載本文檔

版權(quán)說(shuō)明：本文檔由用戶提供并上傳，收益歸屬內(nèi)容提供方，若內(nèi)容存在侵權(quán)，請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)

文檔簡(jiǎn)介

BigData,BigRevenue:HowBigDataMeansMillionsforMarketingJonMiller

RosanneSacconeToday’sTopicsBigdatabasicsMarketingusecasesHowMarketousesPentahoforrevenueHowPentahoMarketingusesMarketofordatadrivendecisionsHi,I’mJonMiller

VPMarketingandCo-FounderMarketo@jonmillerMyfirstchildwasbornthe

samemonththatweincorporatedMarketoBorninEthiopiaStudiedPhysicsatHarvard,captainofhigh-schooldebateteamandnewspaperstaffIhaveatopsecret“Q”clearancefromDOEBigDataBasicsINFORMATIONSCARCITYWEUSEDTOLIVEINAWORLDOFABUNDANCEINFORMATIONSource:Adbusters,2011MarketingUseCasesHi,I’mRoSaccone

CMO,Pentaho@rosanne_sacconeNativeSanFranciscanAvidgolferandpianoplayerFinanceandMarketingbackground–greatforunderstandingwhatmakesacompanytickPentahoCorpEnablingthemodernbigdatadrivenbusinessBusinessAnalyticsforallDataAnyDataAnyAnalyticsWeallknowtheamountofdataintheworldisgrowingexponentiallyBigDataOpportunityforMarketersSeamlesslyconnectingtorelevantcustomeractivityPowerfulInsightsfromCombinedDataTheValueofBigDataMarketingrelatedusecasesDriveincrementalrevenueUnderstandandmonetizecustomerbehaviorPersonalizecustomerexperiencePredictcustomerbehavioracrossallchannelsBigDataDrivenMarketingUseCasesOnlineRetailerUnderstandbuyingpatternsoffivemillionusersviaclickstreamdatagamingBettermonetizationofpremiumgamefeaturesviaplayerdataanalysisSocialcommerceBettercampaignperformanceviaanalysisofsocialmedia,pageclicksandemaildataTravel/entertainmentEnablethousandsoftravelpartnerstoimprovepromotionaltargetingOn-lineadvertisingReal-timeanalysisofcustomerdataforpersonalizedoffers&targetedadvertisingCustomerLoyaltyEnablecustomerbehaviorandsocialmediadrivenmarketing&rewardsprogramsBigdatacombinedwithoperationaldataITISHARDBigdatatechnologyisimmatureFewbigdatacodingexpertsUsecasemustbeclearSowhydoesn’teveryonetakeadvantageofbiganddiversedata?FindOptimalCampaignandPromotionMixUnderstandBestMarketingActivitiesandInteractionsAnalyticsBLENDRelevantDataOn-DemandLeverageYourCompany’s

BigDataProjectsDECIDE&ACT!BigDataStoreSocialWebsiteOperationalDataStore/AnalyticsMarketingSalesCustomerFindwherethedatalivesandgettherighttoolsPentaho’sDataDrivenapproachusingMarketoMetricsthatMatterGetaseatatthetable:KnowimpacttobusinessgoalsDriveNetNewBusinessMarketingQualifiedLeads(MQLs)SalesAcceptedOpportunities(SAOs)MQLtoSAOConversionPercentageDriveThoughtLeadershipShareofVoicePressandAnalystInfluenceBUT,MetricsDataLivesinVariousSourcesEachdatasetisanimportantpartofthetotalpictureSOCIAL&WEBSITEPIPELINE&BOOKINGSFORECASTLEADS&OPPORTUNITIESMultiplereportshardtomanageManageOptimalCampaign&ContentMixbyTargetAudienceUnderstandMarketingCampaignsthatDriveClosedWonDealsAnalyticsOurApproach–BlendandAnalyzeAssessImpactofCampaignsfromVariousDataSourcesFocusonHighestROI:OptimizeLimitedMarketingResourcesBLENDRelevantDataOn-DemandOperationalDataStore/AnalyticsBigDataStoreMonitoringTrendstoMakeanImpactBigdata,smalldatablendedforfullpictureWeStartwithBookingGoalsLeadsbyCampaignTypes20MajorNurturingTracks:6–10TouchesLeadConversiontoSalesOpportunityNurturingEffectivenessOpportunitiesacrossSalesStagestoClosedEffectivelyForecastSalesResultsRevenueFoundation:MustbeTimely,AccurateandActionableExpecttomanagetheentiremarketing/salesflowBlendKeySourcesthatMatterAsingleviewintothehealthofPentahoHowdoItargetandinfluencemymostready-to-buyprospects?AdsEventsSoftwareTrialsSocialForumsEmailWebsiteSearchWebinars…GainInsightintotheFunnelHowdocreatedSAOsimpactpipeline?Howmuchpipelineisclosedwon?What’saveragedealsize?HowdoMQLsmovethrutheleadfunnel?FourfundamentalmetricstounderstanddeeplyMQLstoSAOs20%-CurrentMonth30%-NextMonth50%-Next3MonthsExpectedclosedate32%-CurrentQtr27%-PreviousQtr41%-PriortothatDealSize$200k-CurrentQtr$250k-PreviousQtr$375k–PriortothatClosewon%15%-CurrentQtr26%-PreviousQtr10%-PriortothatTheRestisMathQtrPipelineNeededSAOsCreatedtoDateGapMQLCreatedCurrentQtrMQLCreatedQtr+1MQLCreatedQtr+2CurrentQtr1,2501,000250250Qtr+11,5001,000500350Qtr+22,0005001,500800Needtocreate250+350+800=1,400MQLsinthecurrentquarterWaterfalleffectofhowleadscreateddrivefuturepipelineFinalStep:OnceKnowGoals…

MarketCreativelyandAggressivelyHowMarketoUsesPentahoforRevenueWhatDrivesTopofFunnel(TOFU)?Source:MarketoRevenueCycleAnalytics,1Apr2013to6Aug2013WhatGeneratesQualityPipeline?Source:MarketoRevenueCycleAnalytics,June2013

*PercentageofallprogramsinchannelthatachieveMTRatio>5NurtureEmail-CTANurtureEmailPaidOnline(PPC+Email)Nurture(New)%AboveMin*N/A52%100%39%79%46%100%38%N/AN/AN/A29%38%52%7.6RevenueCycleModelerScreenshot:MarketoRevenueCycleAnalyticsFilter/Drillintodata,e.g.byProgramType,BusinessUnit,Geography,etc.Keytopicareas:Balance(Reach)FlowConversionVelocityTrendsovertimeScreenshot:MarketoRevenueCycleAnalytics7%19%WinsNe

溫馨提示

  • 1. 本站所有資源如無(wú)特殊說(shuō)明，都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
  • 2. 本站的文檔不包含任何第三方提供的附件圖紙等，如果需要附件，請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
  • 3. 本站RAR壓縮包中若帶圖紙，網(wǎng)頁(yè)內(nèi)容里面會(huì)有圖紙預(yù)覽，若沒(méi)有圖紙預(yù)覽就沒(méi)有圖紙。
  • 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
  • 5. 人人文庫(kù)網(wǎng)僅提供信息存儲(chǔ)空間，僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理，對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯，并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
  • 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容，請(qǐng)與我們聯(lián)系，我們立即糾正。
  • 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。

最新文檔

評(píng)論

0/150

提交評(píng)論