Marketing Analytics Strategy: 7 Simple and Successful Steps
14-15 February 2019, Jakarta-Indonesia
Today, arguably the most significant element to retain customers in this hyper-competitive environment, is customer experience. Yet. “86% of buyers will pay more for a better customer experience, but only 1% of customers feel that brands consistently meet their expectations.” (Customer Experience Impact Report).
The customer journey is seamless. End to end, today’s customers have everything they need at their fingertips to find, understand and acquire what they’re looking for. Along the way, there can be dozens of touchpoints that help inform their decision. For them, finding the right information is easy … Your marketing analytics should be the same — ideally. In this training, the trainer will teach 7 Simple and Successful Steps of Marketing Analytics Strategy.
Training in English
Module 1: Determine Stakeholders
Map out your users, or anyone who needs access to your data to support their decision making and collaboration — from marketing to agency partners to your CEO.
Who needs access to your data?
Who are the owners of the tools that generate your data? (e.g., Salesforce, Google Analytics, AdWords, Social Listening)
Who are the gatekeepers of the tools that store your first-party data? (e.g., sales or customer data in SAP, Oracle, SQL, Hadoop, etc
Module 2: Data Integration
Create a list of your customer touchpoints and the related tools that generate your data.
What are all of your important customer touchpoints, both online and offline?
Which tools and partners are producing data across the customer journey?
Where is this data being stored? Is it in the cloud or on-premise? Who “owns” it?
Can your integrated marketing analytics solution handle data integration and harmonization for me?
Module 3: Set your KPIs
Gather, or determine, the KPIs, trends and correlations of your various marketing functions.
How do your marketing team members measure their success?
Which KPIs, trends and correlations do they need to see to support their decision making?
What dimensions does your team need to filter the data to make comparisons and gain insight?
Module 4: Analytics implementation
Use visual analytics to build dashboards based on your core KPIs and segmentations, beginning with marketing’s highest goals. Then, break down your views.
What individuals, teams and external groups will be using this dashboard?
What KPIs, trends and correlations do they need see?
What kinds of filters do they need to drill into the data?
How can goals and alerts help them focus on the right data in the moment?
What other ways can data support them besides dashboards, such as scheduled reports, embedded versions, and new IoT integrations, such as Amazon Alexa voice-powered queries, etc.
Module 5: Data Governance and IT
Is your data secure? Ensure you have a relationship with IT and you can work together to determine who gets access to what, and how.
Who should have access to the platform’s capabilities for data integration, harmonization, KPI creation, dashboarding building and dashboard viewing within your organization?
Are there security restrictions by stakeholder either at the source level or the row level (e.g., a metric within a data source)?
Is there specific data that only specific stakeholders can have access to?
Are there specific data sets that partners can only have access to?
Does your vendor partner’s data security meet your company’s user access and data security requirements?
Are their security enablers you can leverage in your deployment, such as Single Sign On (SSO)?
Do your marketing leaders already work closely with your IT leaders?
Module 6: Measure your Success
With properly integrated data, you can use methods like an ROI calculator to measurably prove the business value of your solution
Improved campaign profitability through creative and placement level optimization
Total Awareness, Engagement and Conversion Growth
Lead, MQL and SQL growth
Marketing Return on Investment (MROI) Growth
Module 7: Vendor considerations
To get the ideal omnichannel view of marketing analytics, you need technology that prioritizes automated data integration and harmonization so you can spend more time on decision-making and less time in technical limbo. You also need an expert team to partner with the right mix of assistance to ensure your short- and long-term success. In this section, we show how our platform is the right choice for integrated marketing analytics.
Professor Francis Piron
Professor of Management, Sales and Marketing
Francis Piron is a Professor (Doctoral program) at Swiss Management Center University Switzerland, he is also a Professor Marketing at a few school: Helsinki Business School Finland, Shantou University Business School China, Troy University US. He is also the Founder AHEAD (Asian Higher Education & Academic Development).
Francis Piron regularly does some visiting lecturing for Sales, Marketing, Management, MBA topic at International Business University Teknologi Malaysia, University of Macau, Nanyang Technological University Singapore, University of Professional Studies Ghana, Laapeenranta University of Technology Finland, Business at Tianjin University of Technology China, Peking University China, China-Europe International Business School (CEIBS).