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Interact 2014 - Analyze to Socialize

See How the Data Experts Influence Decision-Makers
by

Ron Corbisier

on 25 April 2016

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Transcript of Interact 2014 - Analyze to Socialize

The Age of Data
How Much Data is being
Generated?
90% of the world's data has been created in the last
2 years
By 2020,
35 zettabytes
worth of data will created....that's 21 zeros!
10,000 libraries of congress worth of data are created by US companies
annually
Everyday,
1 billion
pieces of content are shared on Facebook
The Age of Data
How Much Data is sales and marketing
Generating?
By 2017 the CMO will spend more on IT than the CIO. (Source: Gartner. January 2012)
The Age of Data
Our universal data

discovery tool?
See How the Data Experts Influence Decision-Makers
Analyze to Socialize
Ron Corbisier
CEO
Relationship One
@corbisier

Wade Tibke
Senior Marketing Director, Software & Technology
Tableau Software
@wadetibke

July 17, 2014
Today's Topics
Establish your analytics framework
Deciding what information is relevant
Learn from others
See how other businesses have done this
But First...Let's Break the
Rules
Get those tweety machines out and use
#Interact2014Data
Leverage your data...data...and more data
Evolve your data management approach
Establish Your Analytics Framework
Decide the who, what and
where
Activities
Who:
Marketing/Sales Managers
What:
Tactical Metrics
Website Visits
Email Sends/Opens/Clickthroughs
Form Submissions
Campaign Responses
Calls Made
Sources:
Responsys, Elqoua, CRM, Google Analytics, Call Center
Outputs
Impact
Who:
Marketing/Sales Directors
What:
Actionable Metrics
Number of Inquiries, MQLs, SALs, SQLs Generated
Trials Requested
Demos Requested
Proposals Generated
Sources:
Eloqua, CRM, ERP
Who:
Director/C-Suite Level
What:
Alignment with Business Goals Metrics
Revenue Velocity
Project Profitability
Campaign Revenue Impact
Opportunity Touches
Cohort Impact Analysis
Sources:
Eloqua, CRM, ERP, Finance, Data Warehouse
Leverage Your Data
Evolve your data management
approach
Stage 1: The Basics
Eloqua Insight
Web Analytics
Social Analytics
CRM
Allows You To:
Understand Your Data
Understand Your Activities
See Customer Behavior (tool-specific view)
KPIs
MQL and SAL Conversion Rates
Closed Loop Reporting
Broad Sale Revenue Attribution
Better Sales Enablement
Export data and blend externally
Stage 2: Simple Data Integration
Allows You To:
Connect Marketing Campaigns with Pipeline Revenue
Calculate Basic ROI Metrics (e.g., Cost per Lead, Cost per Opportunity)
Blend Eloqua Marketing Activities with Sales Activities
Stage 3: Holistic Analytics
Allows You To:
Blend Data from Multiple Sources for a Universal View
Clearly Determine Which Marketing Activities Provide Greatest ROI
Optimize Your Marketing Efforts Across All Touchpoints
Build Predictive Analysis Models
Marketing
Sales & Service
Database
Health
Salesforce.com
Oracle Eloqua
Database
Data Source
Data Transformation
Data Warehouse
Data Visualization
(Tableau Software)
Twitter
Data Sources
Data Transformation
Data Warehouse
Data Visualization
(Tableau Software)
Demo 1: Back to our Twitter Example
AWS Redshift
Relationship One
AppCloud
Salesforce.com
Eloqua
Data Sources
Data Transformation
Data Warehouse
Data Visualization
(Tableau Software)
Demo 2: Tableau Software Live
AWS Redshift
Relationship One
AppCloud
Salesforce.com
Eloqua
MS SQL
Let's Break the
Rules...Again
Let's Try A Live Demo
Come Visit Us at Booths
#12 & #15
We've got Swag and More Demos
Full transcript