The Power of Analytics Based Marketing Strategy
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Kashif Khurshid is a senior manager of marketing analytics, platforms, and technology with 15 years of experience in digital marketing and analytics. He discusses how going beyond the first click involves leveraging data to power marketing decisions. Key aspects include capturing the right data, cleansing and standardizing it, generating insights through analysis and visualization, integrating systems, and creating personalized experiences based on intelligence. The presentation emphasizes starting with goals and aligning analytics to audiences in order to maximize the impact of marketing investments.
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The Power of Analytics Based Marketing Strategy
- 1. Going Beyond the First Click The Power of Analytics- Based Marketing Strategy
- 2. 2 Kashif Khurshid Sr. Manager of Marketing Analytics, Platforms & Technology 15 Years of Experience in the Digital Marketing & Analytics Industry Expert in launching “Services Products” in the digital ecosystem for both B2B and B2C Car Enthusiast and a frequent to Coffee & Cars
- 4. Going Beyond Starts with You!
- 6. Data Powers Decisions Activation on Insights MarTech Integration @KashifKhurshid
- 7. Data Powers Decisions Activation on Insights MarTech Integration @KashifKhurshid
- 8. 8 Campaign Interaction Website Visit Content Engagement Form Fills What Data to Capture & Credit Allocation Credit Allocation for Touchpoints
- 10. FREE TOOL: https://www.captainanalytics.com/p/free-tools.html Free Tool to Tag Links and follow best practices in google sheets
- 11. Start with the Data Silos @KashifKhurshid Data Digital CRM Campaigns Sales Activity Other Offline Sources
- 12. RoadMap of Going from Data to Decisions Data and Records Data Cleansing & Standardization Reports and Dashboards Hypothesis validation & Insights Advance Visualization & Story Telling Data System Integration for one holistic view Attribution & Journey Mapping Build Custom Models & Predictions Establish segments and data clusters Create personalized experiences based on intelligence From Data to Insights to Automated & repeatable Intelligence @KashifKhurshid
- 13. 13 Leverage Data to make Decisions. Takeaway: @KashifKhurshid
- 14. Data Powers Decisions Activation on Insights MarTech Integration @KashifKhurshid
- 15. Types of Insights Analytics Helps Solve for: What Happened? What Changed over Time? Why it changed? Why it happened? What could happen? What is the difference? @KashifKhurshid
- 16. Building a Framework for Data Consumption @KashifKhurshid
- 17. Step 1: Start with the Goal
- 18. Step 2: Identify Dimensions of Data 18 Devices Content / Forms Offer / Ad Campaign Marketing Channels Landing Page @KashifKhurshid
- 19. Step 3: Define Metrics 10 Key Digital Metrics: Digital Scorecard Desktop Mobile Tablet Paid Search Display Etc. Visits Visit Depth % of All Visits Avg Time on Site Frequency Recency Bounce Rate Completion/ Conversion Rate Funnel Steps/ Step Rate Revenue / Orders / Avg Order Value Defined Segments (Online + Offline) Build up to Advance Segments: • "Millennials - Mobile" • "New Visitors - Paid Search" • "Working Moms - Display" Integrate Systems: • Ad Network Data, Email, Social • Attribution Credit, Journey Scoring @KashifKhurshid
- 20. Step 4: Audience Segmentation Common Uses: Behavior (frequency, depth) Content category Technical attributes (Devices (phone, tablets) , browsers) Geo attributes Custom dimensions/ metrics Goals Image credit to wisegeek.org @KashifKhurshid
- 21. CMO: How is marketing is contributing to revenue? VP Demand Gen: Where should I invest my next dollar? PPC Manager: How can I optimize spend? Content Manager: What topics drive pipeline? Step 5: Align to Audience @KashifKhurshid
- 22. Step 6: Design Your Dashboard 22 CRM (Salesforce) BI Tool (PowerBI) Web Analytics @KashifKhurshid
- 24. Salesforce Dashboard Distribution by Channel Known User @KashifKhurshid
- 25. PowerBI Dashboard Unlimited Filtering, Calculations, Relationships and Customizations @KashifKhurshid
- 26. 26 Start with the Goal & Build to Scale. Takeaway: @KashifKhurshid
- 27. Data Powers Decisions Activation on Insights MarTech Integration @KashifKhurshid
- 28. Stages of Intelligence Knowledge • Data, text, activity Pattern Recognition • Face, speech, optical Machine Learning • Models, Deep Learning Predictive • Based on Probabilistic or Fuzzy Logic Robotics •Applying Learning at the last millisecond, intelligent personalization @KashifKhurshid
- 31. Customer Web Site (Storefront) Big Data Strategy Activation Data Activation Personalization Testing Retargeting Data Warehouse Offline Data Sources Data Enrichment Data Cleanup Visualization Goals & KPI’s Communication Infrastructure Digital Marketing
- 36. The Data to Decision Loop @KashifKhurshid Data Info Knowledge Wisdom
- 37. So…umm Is there anything you want me to do?
- 38. The New World ???
- 39. The New World !!!
- 42. You are the brains!
- 43. Nothing artificial about it!
- 44. 44 Connect your Tech Stack to work Seamlessly. Takeaway:
- 45. Data Powers Decisions Activation on Insights MarTech Integration @KashifKhurshid
- 46. 46 Going Beyond the First Click… @KashifKhurshid
- 47. Customer Journey Organic (Lead Created) Paid Search (Touchpoint) Direct (touchpoint filled form) Social (read blog) (MQL) Email (registered) Event (attended) (OTY) Call with Rep WhitePaper Sent Closed Paid (whitepaper)
- 48. Map to Stages
- 49. The mindset of the Customer
- 50. Assets in Customer Journey by Stages https://www.pardot.com/content-marketing/mapping-content-buyers-journey-worksheet/
- 51. Customer Journeys 51 @KashifKhurshid The Journey is the Reward Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 @KashifKhurshid
- 52. Customer Journeys 52 @KashifKhurshid Attribution Models First Touch Last Touch Lead Create Image Credit: https://martechtoday.com/forresters-first-waves-journey-analytics-show-growing-importance-customers-steps-toward-purchase-204787 Linear Linear @KashifKhurshid
- 53. 53 Image Credit: https://www.neworleans.com/things-to-do/sports/teams/saints/ Use Models to go Deeper
- 54. Q & A Kashif Khurshid Sr.Manager- Marketing Analytics, Platforms & Technology [email protected] Linkedin.com/KashifKhurshid CaptainAnalytics.com Want a copy of the presentation? Visit CaptainAnalytics.com
Editor's Notes
- #3: Kashif - 30 seconds I’ve been leading the digital marketing, analytics and technology industry for the last 15 years and have primarily been working on launching the servies product offering into the digital eco system with brands such as…
- #12: Kashif – 1 min
- #13: From Data to Insights to Automated & repeatable Intelligence Data- where all does it come from Desktop, Mobile and other Devices Marketing- Digital, Events & others Call Centers, surveys, word of mouth Brick & Mortar Sensors
- #14: Kashif – 30 seconds
- #20: Social media- going beyond likes Not just about getting them to your site Social media pages and engagements hold value Programmatic Buying Attribution Retargeting Consideration to latency (1 week vs. 6 weeks) Offline conversions Go beyond channel
- #21: Image credit to wisegeek.org
- #22: Kashif – 30 seconds
- #23: Kashif 10 Sec
- #25: Kashif 5 Sec
- #26: Kashif 5 Sec
- #27: Kashif – 30 seconds
- #31: Justin – 5 seconds
- #44: Its about augmenting your precise guidelines to make decisions
- #45: Kashif – 30 seconds
- #47: Justin – 5 seconds
- #52: 5 sec – embrace the journey, marketers gold mine as its filled with characteristics and traits that allow you to optimize your program
- #53: 1 min