measuring your marketing impact

Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.

Measuring Marketing ImpactThe Analytical Marketer

Søren Borg


MarketingWOMBAT CX & $


Agenda• SAS?• Marketing’s Transformation• Our Approach• Examples from the Journey• Current / Next step• Advice


SAS InstituteThe Power to Know

41 Years of Growth

Analysts RanksSAS as a Leader


5

Marketing’s Transformation


Change and Transformation

2017: Trends in Marketing

*Forbes, Forrester, SocialmediaToday

Influence

Customer Experience balanced with Growth

Artificial Intelligence, Machine Learning, Deep Learning…

The Internet of Things (IoT)

Influencer Marketing, Storytelling, Brand Purpose

Beyond Campaign to Engagement

Chatbots, Mobile, Video, Programmatic Advertising

GDPR– General Data Protection Regulation

Opportunity

The Marketing Channel & DeviceExplosion


Decision Journey Evolution

Research

57 %of the purchase decision is complete before a customer even calls a supplier.* Forrester

Self DirectedDigital

67 %of the buyer’s journey is now done digitally*Sirius Decision


Change of Focus

Channel

CustomerChannel


9

Our Approach

Copyright © SAS Inst itute Inc. A l l r ights reserved.

Mind-setFrom reactive to

proactive

TalentFrom art to art &

science

StructureFrom silos

to convergence

LeadershipFrom responsive

to agile

Our Approach


Customer JourneyMindset

Acquisition Retention

I am evaluating a short-list of

vendors and will make a

selection.

I am buying

the solution.

I am extremely satisfied and

want to recommend it to

others.

I am using the

software and want

to experience its

full potential.

I am implementing the

software.

I have a business challenge I

need to solve.

I am researching

solutions.


Navigating The Complex Customer JourneyMindset

Ever-increasing level of contact points for customer interaction

Situation

Modern analytical tools that translate key metrics into actionable insightsSo

luti

on

Consistent messaging across all contact points in the customer journey

Ch

alle

nge

Ability to react fast, test and implement activities

Desired Outcome


Marketing Functional FrameworkStructure

Go-to-MarketMarketing Shared

Services

Alignment and

Collaboration

Communications

Content Marketing

Digital Marketing and Social Media

Reference Development & Mgmt.

Marketing Sciences, Operations,

Reporting and Analytics

Logistic & Event Planning

Customer Contact Center Customer


✓Social Media Savvy

✓Storytelling Style

✓Process Design Skills

✓Data & Analytics Knowledge

✓Collaboration & Exceptional Communication

✓Creativity & Curiosity

New Roles and SkillsTalent

Marketing Sciences

• Data Visualization Analyst

• Segmentation Analyst

• Data Scientist or Architect

Go To Market

• Client Manager

• Orchestrator

• Social Media Marketers

Shared Services

• IT Business Partner

• Content Marketer

• Digital Marketing Specialty


S P O N S O R

M E M B E R

Active & Accountable Champion

Domain Expert & Trusted Advisor Advocate & Inspire

Competency Center & Network ModelsTalent

L E A D


Governed Strategy for Reporting & Visualization

Standard Reports Drill Down Statistical Prediction

What does an Analytical Leader Look like?Leadership

Change Agent Technically Savvy Storyteller

Decisive Risk Taker Authentic


17

Examples from our JourneyReport on the Past Analyze the Present Predict the Future


Title: Customer ‘Best Friend’ Analysis

What: Scores and Analyzes customer

behaviors and determines which

behaviors are most highly correlated.

Value:

• Groups customers engagement

categories and identifies trends.

• Keep your best friends and find

more of them.

• Identifies opportunity for cross-

promotion and service offerings.

Customer Retention & Loyalty


Title: Happy Path Analytics

What: Lead Lineage report and

pathing to outcomes.

Value:

• Provides insight into the mix of

channels and actions that are

driving the most conversions

and leads.

• Impact on website volume and

performance

• Conversion quality and

potential.

• Influences lead scoring model

development.

Pathing Analysis


Quality over Quantity

# Leads# New Direct

Opportunity

# New Direct/

# Leads # Leads

# New Direct

Opportunity

# New Direct/

# Leads

41,347 1,490 3.60% 28,470 1,360 4.78%

Before After

Title: Lead Scoring Analysis

What: Scored leads versus

business rules based lead passing.

Value:

• Allows us to evaluate the

quality of our journey or

behavior based marketing

• Monitors quality output as

compared to a volume based

approach


Title: Digital Footprint

What: Reports on the Customer’s

Digital Behavior (web page views,

online and offline registrations,

emails sent and clicked).

Value:

• Provides real-time insight into

customer behavior to both

sales and marketing.

• Data is also used to improve

lead scoring models.

Digital footprint


Title: Contact Center Workload Report

What: Reports on overall inbound

customer interactions by channel.

Value:

• Provides insight into which inbound

channels are driving the most

volume.

• Channel frequency and

engagement data.

• Drives decisions about resource

alignment to channel.

Contact Center Performance


Pipeline and Revenue Impact

What: Reports on lead flow and pipeline impact.

Value: Provides insight into marketing’s impact

on pipeline and revenue across segments.

• Are we tracking to our overall pipeline and

revenue impact goals.

• Overall return on marketing investment.

Lead Distribution Across Sales


Current SituationOne truth


25

Current StepAttribution


Atrribution Modelling


Econsultancy: Digital cream 2014 – attribution modeling

Methods Effect


Algorithmic Modelling

Conversion Algorithmic

1. Calculate the propensity2. Calculate the contribution to the conversion

Pronpensity:(Conv: Banner) = 25%

Propensity:(Conv: Banner/Email) = 45%

Contribution to the conversion: Contribution Banner: 0,25/0,45 = 55% Contribution Email: (0,45-0,25)/0,45= 44 %

Banner E-mail Conversion

Banner Conversion



Benefits

Understand the customer journeys of new and existing customers

Provide evidence that a channel is important even if it doesn’t look like it.

Understand the quality of engagements at certain stages in the funnel

Understand the value of multiple channels for multiple conversions

Marketing is able to better obtain budget due to accountability

Requirements

Need to create models for most occuring combinations of channels/segments/... (customer journeys)

Need analytical software to create and maintain a huge amount of models

Need of granular customer data (marketing touch points)



Top Down

Model is defined as the analysis to estimate, optimize and predict the impact of paid, owned and earned multichannel marketing tactics

Bottom up

Model is defined as the measurement of the value of each marketing contact or exposure that contributed to a specific outcome

Top Down Key differences Bottom Up

X Sales/ROI lift analysis

X Considers halo effects

X Considers the impact of all marketing channels

Behavior analysis X

Customer journey analysis X

Needs user level data X


31

Advice


No Destination

Be CuriousTake Risks and FailLead the changeOvercommunicate

Where to start

Evaluate Your Analytical Status

Build and Nurture Relationships

Embrace and Inspire Change

Inspiration

IncludingJob descriptions


“For Marketers, analytics is the basis of our storytelling and brings life to the data.”

-Adele Sweetwood

sas.com


Thank [email protected] ||linkedin.com/in/sorenvborg

http://www.sas.com/

mailto:[email protected]

https://www.linkedin.com/in/sorenvborg

measuring your marketing impact

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