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BigData,BigRevenue:HowBigDataMeansMillionsforMarketingJonMiller

RosanneSacconeToday’sTopicsBigdatabasicsMarketingusecasesHowMarketousesPentahoforrevenueHowPentahoMarketingusesMarketofordatadrivendecisionsHi,I’mJonMiller

VPMarketingandCo-FounderMarketo@jonmillerMyfirstchildwasbornthe

samemonththatweincorporatedMarketoBorninEthiopiaStudiedPhysicsatHarvard,captainofhigh-schooldebateteamandnewspaperstaffIhaveatopsecret“Q”clearancefromDOEBigDataBasicsINFORMATIONSCARCITYWEUSEDTOLIVEINAWORLDOFABUNDANCEINFORMATIONSource:Adbusters,2011MarketingUseCasesHi,I’mRoSaccone

CMO,Pentaho@rosanne_sacconeNativeSanFranciscanAvidgolferandpianoplayerFinanceandMarketingbackground–greatforunderstandingwhatmakesacompanytickPentahoCorpEnablingthemodernbigdatadrivenbusinessBusinessAnalyticsforallDataAnyDataAnyAnalyticsWeallknowtheamountofdataintheworldisgrowingexponentiallyBigDataOpportunityforMarketersSeamlesslyconnectingtorelevantcustomeractivityPowerfulInsightsfromCombinedDataTheValueofBigDataMarketingrelatedusecasesDriveincrementalrevenueUnderstandandmonetizecustomerbehaviorPersonalizecustomerexperiencePredictcustomerbehavioracrossallchannelsBigDataDrivenMarketingUseCasesOnlineRetailerUnderstandbuyingpatternsoffivemillionusersviaclickstreamdatagamingBettermonetizationofpremiumgamefeaturesviaplayerdataanalysisSocialcommerceBettercampaignperformanceviaanalysisofsocialmedia,pageclicksandemaildataTravel/entertainmentEnablethousandsoftravelpartnerstoimprovepromotionaltargetingOn-lineadvertisingReal-timeanalysisofcustomerdataforpersonalizedoffers&targetedadvertisingCustomerLoyaltyEnablecustomerbehaviorandsocialmediadrivenmarketing&rewardsprogramsBigdatacombinedwithoperationaldataITISHARDBigdatatechnologyisimmatureFewbigdatacodingexpertsUsecasemustbeclearSowhydoesn’teveryonetakeadvantageofbiganddiversedata?FindOptimalCampaignandPromotionMixUnderstandBestMarketingActivitiesandInteractionsAnalyticsBLENDRelevantDataOn-DemandLeverageYourCompany’s

BigDataProjectsDECIDE&ACT!BigDataStoreSocialWebsiteOperationalDataStore/AnalyticsMarketingSalesCustomerFindwherethedatalivesandgettherighttoolsPentaho’sDataDrivenapproachusingMarketoMetricsthatMatterGetaseatatthetable:KnowimpacttobusinessgoalsDriveNetNewBusinessMarketingQualifiedLeads(MQLs)SalesAcceptedOpportunities(SAOs)MQLtoSAOConversionPercentageDriveThoughtLeadershipShareofVoicePressandAnalystInfluenceBUT,MetricsDataLivesinVariousSourcesEachdatasetisanimportantpartofthetotalpictureSOCIAL&WEBSITEPIPELINE&BOOKINGSFORECASTLEADS&OPPORTUNITIESMultiplereportshardtomanageManageOptimalCampaign&ContentMixbyTargetAudienceUnderstandMarketingCampaignsthatDriveClosedWonDealsAnalyticsOurApproach–BlendandAnalyzeAssessImpactofCampaignsfromVariousDataSourcesFocusonHighestROI:OptimizeLimitedMarketingResourcesBLENDRelevantDataOn-DemandOperationalDataStore/AnalyticsBigDataStoreMonitoringTrendstoMakeanImpactBigdata,smalldatablendedforfullpictureWeStartwithBookingGoalsLeadsbyCampaignTypes20MajorNurturingTracks:6–10TouchesLeadConversiontoSalesOpportunityNurturingEffectivenessOpportunitiesacrossSalesStagestoClosedEffectivelyForecastSalesResultsRevenueFoundation:MustbeTimely,AccurateandActionableExpecttomanagetheentiremarketing/salesflowBlendKeySourcesthatMatterAsingleviewintothehealthofPentahoHowdoItargetandinfluencemymostready-to-buyprospects?AdsEventsSoftwareTrialsSocialForumsEmailWebsiteSearchWebinars…GainInsightintotheFunnelHowdocreatedSAOsimpactpipeline?Howmuchpipelineisclosedwon?What’saveragedealsize?HowdoMQLsmovethrutheleadfunnel?FourfundamentalmetricstounderstanddeeplyMQLstoSAOs20%-CurrentMonth30%-NextMonth50%-Next3MonthsExpectedclosedate32%-CurrentQtr27%-PreviousQtr41%-PriortothatDealSize$200k-CurrentQtr$250k-PreviousQtr$375k–PriortothatClosewon%15%-CurrentQtr26%-PreviousQtr10%-PriortothatTheRestisMathQtrPipelineNeededSAOsCreatedtoDateGapMQLCreatedCurrentQtrMQLCreatedQtr+1MQLCreatedQtr+2CurrentQtr1,2501,000250250Qtr+11,5001,000500350Qtr+22,0005001,500800Needtocreate250+350+800=1,400MQLsinthecurrentquarterWaterfalleffectofhowleadscreateddrivefuturepipelineFinalStep:OnceKnowGoals…

MarketCreativelyandAggressivelyHowMarketoUsesPentahoforRevenueWhatDrivesTopofFunnel(TOFU)?Source:MarketoRevenueCycleAnalytics,1Apr2013to6Aug2013WhatGeneratesQualityPipeline?Source:MarketoRevenueCycleAnalytics,June2013

*PercentageofallprogramsinchannelthatachieveMTRatio>5NurtureEmail-CTANurtureEmailPaidOnline(PPC+Email)Nurture(New)%AboveMin*N/A52%100%39%79%46%100%38%N/AN/AN/A29%38%52%7.6RevenueCycleModelerScreenshot:MarketoRevenueCycleAnalyticsFilter/Drillintodata,e.g.byProgramType,BusinessUnit,Geography,etc.Keytopicareas:Balance(Reach)FlowConversionVelocityTrendsovertimeScreenshot:MarketoRevenueCycleAnalytics7%19%WinsNe

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