MANAGING DIGITAL MARKETING OPTIMIZATION AT SCALE

Tweet #dp17 to win!

Adam ArnetteChief Marketing Officer

Jesse WolfsonHead of Marketing Analytics

HOWDY Y’ALL

Adam ArnetteChief Marketing Officer, Nobilis Health, Inc.

NYSE: HLTH

All with concierge-level patient acquisition strategy

SIX DIRECT-TO-CONSUMER BRANDS

MANAGING CROSS-CHANNEL MARKETING PERFORMANCE

• Managing Cross-Channel Marketing Performance

• The Power of Extending Real-Time Dashboards to Key Stakeholders

• Achieving a Single Version of Marketing Truth

Aggregate Data20 data sources500+ data sets

Build Actionable Dashboards Tied To

Broad Business Goals

THIS IS HOW WE DO IT.

Distribute Dashboards To Manage Funnel

Performance

COMPANY OBJECTIVES DEFINED & DISTRIBUTED

DEFINING & DISTRIBUTING KPIS

• Include ALL organizational stakeholders that impact performance• Agree on KPI’s that directly

impact performance that each stakeholder is responsible for• Are the KPI’s actionable?• Tie Them To Data

WE’VE GOT THE POWER.

“To truly matter, marketing analytics' KPIs must be tied to

broader business goals.”

Google/Econsultancy

Role-Specific Dashboards

to Empower Team

Real-Time Data For Cross-Channel Optimization

MARKETING PERFORMANCE DASHBOARD

SALES TEAM PERFORMANCE

OPERATIONS PERFORMANCE DASHBOARD

AGENCY/CHANNEL PERFORMANCE DASHBOARDSPipeline Stages

MANAGE PIPELINE IMPACT BY TACTIC

Individual Paid Search

CampaignsPipeline  Stage  1

Pipeline  Stage  2

Pipeline  Stage  3

Pipeline  Stage  4

Pipeline  Stage  5

Pipeline  Stage  6

CUSTOMER ACQUISITION COST & CONVERSION —BY FUNNEL STAGE

18% - 18.5% (+3%) 27% - 28% (+4%) 50.65% - 52% (+2.7%)

$ / Lead $ / Pipeline Stage 1 $ / Pipeline Stage 2 $ / Pipeline Stage 3 $ / Pipeline Stage 4 $ / Pipeline Stage 5 $ / Pipeline Stage 6

Funnel Stage 1 Funnel Stage 3 Funnel Stage 5

Revenue +28%

IN SUMMARY. YEE HAW!

Data Transparency To Manage Cross-

Channel Performance

Empower Stakeholders & Create True Partnerships

ONE TRUTH = Offense not

Defense

THANK YOU.

Jesse WolfsonHead of Marketing Analytics

TD Bank Group

DATA IN NEED OF UNIFICATION

Marketing Reporting

RTM Reporting

Channel Reporting

Multiple unlinked data sources

Excel reports going unread, sitting in

inboxes

Different reports telling different stories

Lack of accessible centralized reporting

structure

MEETING TD’s BUSINESS CHALLENGES

Location: Centralized Access

Unification: Data Brought Together

Attribution: Advancing Our Capabilities Optimizing: Marketing Spend Clarity: Easy to Convey Marketing's Story

Self Serve: Data Democratization

Speed: Real-Time Reporting

Business Challenges Domo Is Solving – Analytics Labor POV

Business Opportunities Domo Is Addressing – Marketing POV

Data

Users

CROSS-CHANNEL MARKETING PERFORMANCE

SERVING MULTIPLE MASTERS

Business Owner: Overall spend and Acquisition

Digital Marketing Leader: Overall ROI by Channel

Digital Channel: Conversion Optimization

Dashboard Apps

LIVE DEMO

EXTENDING DOMO ACCESS TO AGENCIES THAT MANAGE SPEND

MANUAL TO AUTOMATED

No more compiling spend reports and entering data –With Domo'sdataflows spends are collected and combined with ease

REALIZING DOMO'S POWER

Agency Uploads Spend Data Instant Results

ACHIEVING THE SINGLE VERSION OF THE MARKETING TRUTH

UNDERSTANDING THE SOURCE OF TRUTH PROBLEM

• One source to align and communicate between departments• More efficient reporting without duplication

Multiple, Overlapping Sources of DataDoubleClick

SpendsOmniture

Internal Databases

Marketing Reporting Team Optimization Reporting Team Channel Reporting Team

The Business Planning Partners

Goals:

CREATING A SIMPLE, COMMON SOURCE FOR DATA THAT IS EASILY ACCESSIBLE

DATA COMPARISON SIDE-BY-SIDE

Automatically updated data for comparison between data sources

DATA DRILLDOWNSDrilldowns and alternate views for enhanced representation of the data

INTEGRATED COLLABORATION

Conversations about the data occur where the data is located and used

QUESTIONS?

THANK YOU.

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