Frakture 4 fold webinar presentation 2015-04_23
-
Upload
chris-lundberg -
Category
Software
-
view
44 -
download
5
Transcript of Frakture 4 fold webinar presentation 2015-04_23
![Page 1: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/1.jpg)
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
![Page 2: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/2.jpg)
Agenda
![Page 3: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/3.jpg)
Agenda
* Intro/logistics/waiting for slackers
![Page 4: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/4.jpg)
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
![Page 5: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/5.jpg)
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
![Page 6: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/6.jpg)
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
* Exactly how screwed are we?
![Page 7: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/7.jpg)
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
* Exactly how screwed are we?
* The Four-fold path to Data Nirvana
![Page 8: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/8.jpg)
Agenda
* Intro/logistics/waiting for slackers
* Uhh….. why data?
* How donors and consumers think (short version)
* Exactly how screwed are we?
* The Four-fold path to Data Nirvana
* Oh, and Bots
![Page 9: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/9.jpg)
Data on People Matters
![Page 10: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/10.jpg)
Standing OUT
Data on People Matters
![Page 11: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/11.jpg)
Standing OUTIncreasing Revenue & Actions
Data on People Matters
![Page 12: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/12.jpg)
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
![Page 13: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/13.jpg)
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
demands knowledge of audience:
![Page 14: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/14.jpg)
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
Mediums
demands knowledge of audience:
![Page 15: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/15.jpg)
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
MediumsOffer
demands knowledge of audience:
![Page 16: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/16.jpg)
Standing OUTIncreasing Revenue & ActionsReducing Cost
Data on People Matters
MediumsOffer
Value proposition
demands knowledge of audience:
![Page 17: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/17.jpg)
Consumer Decision Cycle
![Page 18: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/18.jpg)
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
![Page 19: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/19.jpg)
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
![Page 20: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/20.jpg)
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Aware
![Page 21: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/21.jpg)
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Aware
Considering
![Page 22: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/22.jpg)
Knowing what a person thinks and believes should drive how you
engage them.
Consumer Decision Cycle
Unaware
Aware
Considering
Decision
![Page 23: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/23.jpg)
How Do We Know … DATA!O
bjec
tive
Psyc
holo
gica
l
General Class Behavior Specific
![Page 24: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/24.jpg)
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
![Page 25: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/25.jpg)
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
Personality TypeLifestylePsychographic CategoryValue Category
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
![Page 26: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/26.jpg)
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
DonatesAttendsActsRefersShares / CommentsOpens
Personality TypeLifestylePsychographic CategoryValue Category
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
![Page 27: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/27.jpg)
How Do We Know … DATA!
GenderIncomeEthnicityLife CycleSocial ClassGeo Cluster
DonatesAttendsActsRefersShares / CommentsOpens
Personality TypeLifestylePsychographic CategoryValue Category
Survey OpinionsAttitudesBeliefsChange of Life StageDecision Stage
Obj
ectiv
ePs
ycho
logi
cal
General Class Behavior Specific
![Page 28: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/28.jpg)
65% of Organizations say that integrating
multiple data sources is a challenge
Why can’t we do it (well) now?
DATATOO many technologies, not enough TIME
Ever increasing number of channels of communication
#1
![Page 29: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/29.jpg)
Source: http://blog.neolane.com/conversational-marketing/big-data/
Data Integration and Analytics are Manual and Expensive
Turning insight into action
Once you HAVE good data, getting it to your organizers is HARD.
2018 Data Analyst Shortage
#2
#3
Tools that do all three of these things well and make it simple do not exist
Good Data Analysts and Engineers are rare, and their time is EXPENSIVE
Why can’t we do it (well) now?
![Page 30: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/30.jpg)
Sound familiar?
![Page 31: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/31.jpg)
Sound familiar?
“Our database of record can’t do that?”
![Page 32: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/32.jpg)
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
![Page 33: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/33.jpg)
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
“We need to hire more people”
![Page 34: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/34.jpg)
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
“We need to hire more people”
“I wish we could target …..”
![Page 35: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/35.jpg)
Sound familiar?
“Our database of record can’t do that?”
“It’s going to cost HOW MUCH to integrate?”
“We need to hire more people”
“I wish we could target …..”
Other?
![Page 36: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/36.jpg)
The Four-Fold Path to Data Nirvana
The Four-Fold Path
![Page 37: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/37.jpg)
Create an integration ecosystem (not just point to point)
Stage #1: Integration
![Page 38: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/38.jpg)
Deploy (and feed) a Warehouse Beast
Stage #2: Warehousing
![Page 39: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/39.jpg)
KPI’s
Cross-channel impressions, interactions, actions
Return on Investment
Retention, time, break even and lifetime value
Stage #3: Reporting
! Retargeting
+ Google Ads
240k Impressions/$1.5k
243.2k Impressions/$3k30k 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
' ACTIONS / COST BY CHANNEL ( REVENUE / COST BY CHANNEL
% IMPRESSIONS / DOLLAR
' ACTIONS / DOLLAR
& INTERACTIONS / DOLLAR
( REVENUE / DOLLAR
IMP
RE
SS
ION
S
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INT
ER
AC
TIO
NS
DOLLARS SPENT
RE
VE
NU
E
DOLLARS SPENT
AC
TIO
NS
DOLLARS SPENT
160
8115
144
761 Actions /$7k Spent.39
2.3k Interactions/$7k Spent2.8
$25.9k Revenue /$7k Spent$12.51
! Retargeting
+ Google Ads
200 Interactions/$1.5k
523 Interactions/$3k
423 Interactions/$2k
1132 Interactions/$.5k
.13
.17
.212.3
! Retargeting
+ Google Ads
103 Actions/$1.5k
451 Actions/$3k
157 Actions/$2k
50 Actions/$.5k
.07
.15
.08
.1
! Retargeting
+ Google Ads
$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
Retargeting FacebookGoogle AdsEmail
Retargeting FacebookGoogle AdsEmail
0
300
600
900
1200
$1K $2K $3K
0
125
250
375
500
$1K $2K $3K
0
$3.1k
$6.2k
$9.3k
$12.4k
$1K $2K $3K
![Page 40: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/40.jpg)
Create targeting segments for all your communication channels
Stage #4: Empowerment
![Page 41: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/41.jpg)
Stage #4 (bonus!) >
Freedom to Experiment & Innovate
![Page 42: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/42.jpg)
You may need some help: Bots! >
![Page 43: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/43.jpg)
Routing data and feeding the Beast
![Page 44: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/44.jpg)
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
![Page 46: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/46.jpg)
Data management >
Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute.
Move on from mayhem and chaos
![Page 47: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/47.jpg)
Data management >
Tip #5: Be strategic about the questions you want your data to
answer.
![Page 48: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/48.jpg)
Solving the integration crisis > Tip #4: Design so smart people do
smarter things
![Page 49: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/49.jpg)
Data management >
Tip #6: Be a source code fanatic. Attribute. Attribute. Attribute.
To order and understanding
15DM1XXLV 15ONGXXLO 15DM3XXLV
…. …. ….
![Page 50: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/50.jpg)
Once your data is integrated >
! Retargeting
+ Google Ads
240k Impressions/$1.5k
243.2k Impressions/$3k30k 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
ACTIONS / COST BY CHANNEL REVENUE / COST BY CHANNEL
% IMPRESSIONS / DOLLAR
' ACTIONS / DOLLAR
& INTERACTIONS / DOLLAR
( REVENUE / DOLLAR
IMP
RE
SS
ION
S
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INT
ER
AC
TIO
NS
DOLLARS SPENT
160
8115
144
761 Actions /$7k Spent.39
2.3k Interactions/$7k Spent2.8
$25.9k Revenue /$7k Spent$12.51
! Retargeting
+ Google Ads
200 Interactions/$1.5k
523 Interactions/$3k
423 Interactions/$2k
1132 Interactions/$.5k
.13
.17
.212.3
! Retargeting
+ Google Ads
103 Actions/$1.5k
451 Actions/$3k
157 Actions/$2k
50 Actions/$.5k
.07
.15
.08
.1
! Retargeting
+ Google Ads
$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.
![Page 51: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/51.jpg)
Engagement reports
![Page 52: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/52.jpg)
Cross-channel ROI
! Retargeting
+ Google Ads
240k Impressions/$1.5k
243.2k Impressions/$3k30k 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
IMP
RE
SS
ION
S
DOLLARS SPENT
Retargeting FacebookGoogle AdsEmail
INT
ER
AC
TIO
NS
DOLLARS SPENT
160
8115
144
761 Actions /$7k Spent.39
2.3k Interactions/$7k Spent2.8
$25.9k Revenue /$7k Spent$12.51
! Retargeting
+ Google Ads
200 Interactions/$1.5k
523 Interactions/$3k
423 Interactions/$2k
1132 Interactions/$.5k
.13
.17
.212.3
! Retargeting
+ Google Ads
103 Actions/$1.5k
451 Actions/$3k
157 Actions/$2k
50 Actions/$.5k
.07
.15
.08
.1
! Retargeting
+ Google Ads
$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
![Page 53: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/53.jpg)
Segment performance…
![Page 54: Frakture 4 fold webinar presentation 2015-04_23](https://reader034.fdocuments.in/reader034/viewer/2022042818/55c30d30bb61ebe8738b45c6/html5/thumbnails/54.jpg)
And data where you need it
Raw Data FeedGet nightly dumps of all transactions across all channels: cleaned; id’d, and attributed.
Multiple FormatsExport all statistics and messages to spreadsheets, for your own projects
Targeting GroupsCreate segments in your CRM, email system, online ad system, etc. based on cross-channel information.
Unique ID’sEstablish unique ID’s across all your different databases