Big Data, Big Revenue: How Big Data Means Millions for Marketing
Jon MillerRosanne Saccone
Today’s Topics
• Big data basics• Marketing use cases• How Marketo uses
Pentaho for revenue• How Pentaho Marketing
uses Marketo for data driven decisions
Hi, I’m Jon MillerVP Marketing and Co-Founder
Marketo
@jonmiller
1. My first child was born the same month that we incorporated Marketo
2. Born in Ethiopia3. Studied Physics at Harvard, captain of high-
school debate team and newspaper staff4. I have a top secret “Q” clearance from DOE
Big Data Basics
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
ABUNDANCEINFORMATION
Source: Adbusters, 2011
Marketing Use Cases
Hi, I’m Ro SacconeCMO, Pentaho
@rosanne_saccone
1. Native San Franciscan
2. Avid golfer and piano player
3. Finance and Marketing background – great for understanding what makes a company tick
Pentaho CorpEnabling the modern big data driven business
Business Analytics for all Data
Any Data
Any Analytics
We all know the amount of data in the world is growing exponentially
Big Data Opportunity for MarketersSeamlessly connecting to relevant customer activity
Powerful Insights from Combined Data
The Value of Big DataMarketing related use cases
Drive incremental revenue
• Understand and monetize customer behavior• Personalize customer experience• Predict customer behavior across all channels
Big Data Driven Marketing Use Cases
ONLINE RETAILERUnderstand buying patterns of five million users via click stream data
GAMINGBetter monetization of premium game features via player data analysis
SOCIAL COMMERCEBetter campaign performance via analysis of social media, page clicks and email data
TRAVEL/ENTERTAINMENTEnable thousands of travel partners to improve promotional targeting
ON-LINE ADVERTISINGReal-time analysis of customer data for personalized offers & targeted advertising
CUSTOMER LOYALTYEnable customer behavior and social media driven marketing & rewards programs
Big data combined with operational data
IT IS HARD• Big data technology is immature• Few big data coding experts• Use case must be clear
So why doesn’t everyone take advantage of big and diverse data?
Find Optimal Campaign and Promotion Mix
Understand Best Marketing Activities and Interactions
Analytics
BLEND Relevant Data On-Demand
Leverage Your Company’s Big Data Projects
DECIDE & ACT!
Big Data Store
Social
Website
Operational Data
Store/Analytics
Marketing
Sales
Customer
Find where the data lives and get the right tools
Pentaho’s Data Driven approach using Marketo
Metrics that MatterGet a seat at the table: Know impact to business goals
Drive Net New Business1. Marketing Qualified Leads (MQLs)
2. Sales Accepted Opportunities (SAOs)
3. MQL to SAO Conversion Percentage
Drive Thought Leadership4. Share of Voice
5. Press and Analyst Influence
BUT, Metrics Data Lives in Various Sources
Each data set is an important part of the total picture
SOCIAL & WEBSITE PIPELINE & BOOKINGS FORECAST
LEADS & OPPORTUNITIES
Multiple reports hard to manage
Manage Optimal Campaign & Content Mix by Target Audience
Understand Marketing Campaigns that Drive Closed Won Deals
Analytics
Our Approach – Blend and AnalyzeAssess Impact of Campaigns from Various Data SourcesFocus on Highest ROI: Optimize Limited Marketing Resources
BLEND Relevant Data On-Demand
Operational Data
Store/Analytics
Big Data Store
Monitoring Trends to Make an ImpactBig data, small data blended for full picture
We Start with Booking Goals
• Leads by Campaign Types • 20 Major Nurturing Tracks: 6 – 10 Touches• Lead Conversion to Sales Opportunity• Nurturing Effectiveness • Opportunities across Sales Stages to Closed• Effectively Forecast Sales Results
Revenue Foundation: Must be Timely, Accurate
and Actionable
Expect to manage the entire marketing/sales flow
Blend Key Sources that MatterA single view into the health of Pentaho
How do I target and influence my most
ready-to-buy prospects?
• Ads• Events• Software Trials• Social• Forums
• Email• Website• Search• Webinars• …
Gain Insight into the Funnel
2. How do created SAOs impact pipeline?
3. How much pipeline is closed won?
4. What’s average deal size?
1. How do MQLs move thru the lead funnel?
Four fundamental metrics to understand deeply
MQLs to SAOs• 20% - Current Month• 30% - Next Month• 50% - Next 3 Months
Expected close date• 32% - Current Qtr• 27% - Previous Qtr• 41% - Prior to that
Deal Size• $200k - Current Qtr• $250k - Previous Qtr• $375k – Prior to that
Close won %• 15% - Current Qtr• 26% - Previous Qtr• 10% - Prior to that
The Rest is Math
Qtr Pipeline Needed
SAOs Created to Date
Gap MQL Created Current Qtr
MQL CreatedQtr +1
MQL CreatedQtr +2
Current Qtr
1,250 1,000 250 250
Qtr +1 1,500 1,000 500 350
Qtr +2 2,000 500 1,500 800
Need to create 250 + 350 + 800 = 1,400 MQLsin the current quarter
Waterfall effect of how leads created drive future pipeline
Final Step: Once Know Goals… Market Creatively and Aggressively
How Marketo Uses Pentaho for Revenue
What Drives Top of Funnel (TOFU)?
Source: Marketo Revenue Cycle Analytics, 1 Apr 2013 to 6 Aug 2013
What Generates Quality Pipeline?
Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above Min*
N/A52%
100%
39%
79%
46%100%38%
N/AN/AN/A29%38%
52%7.6
Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics
Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.
Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics
7%
19%
Win
s
New Opps
240
75%
Sales Leads
Existing Opps
320
820$2,100/ea
10%
25%
3%
.75%
25%
10%
New Targets
Existing Active Targets
Win
s
Existing OutboundOpps
New OutboundOpps
20,000
140,000
38090
105
6080%+ sales leads from database
$33/ea
Use Metrics to Set & Justify Budgets
Con-tactedfrom New
from DB
600
1,050
Inbo
und
/ Pr
ogra
ms
40,000 / month(900K DB Total)
10% inactive / month
New Names
Marketo metrics: your stage definitions may vary
Marketing Forecasts
Get The “Definitive Guide to Marketing Metrics & ROI”
http://marketo.com/DG2MM
Thank You
Jon MillerVP Marketing
blog.marketo.com@jonmiller
Rosanne SacconeCMO
blog.pentaho.com@Rosanne_Saccone
Top Related