Liveblog from Bolo 2011: Completing the Puzzle of Real-Time Data


Liveblog from Bolo 2011: Completing the Puzzle of Real-Time Data

Completing the Puzzle of Real-Time Data-Driven Marketing: Where’s the Missing Piece?

Session description: In putting together a complete marketing campaign, we know that building an attribution model, one which determines optimal allocation and investment of media dollars, is a key practice, especially for players with large datasets. This presentation will address the major challenges that still face data-driven marketing.

Speakers: Michael Kaushansky

The skinny

How can analytics be used to make the smartest possible marketing decisions? Note: this is a case study of a major car company. Information may not be applicable to all verticals.

What he said

  • Marketing effectiveness system: Align investment, track 360 communications, establish a link to business metrics, optimize near real-time. Wash, rinse, repeat.
  • Define KPI’s that are most important for *your* space. Don’t just use KPI’s because other marketers are using a particular KPI, develop your own.
  • KPI’s can be set up at every stage of the purchase funnel. Awareness, engagement, consideration (leads), purchase.
  • What drives unique page views? TV, display ads, search.
  • Google searches and TV are the primary drivers of total leads.
  • The funnel: TV = awareness. Display and search = engagement. Online leads = consideration.

Alison Groves is the User Evangelist for Raven Internet Marketing Tools. She helps make the things that make dreams take flight. She likes sports, yelling, and yelling at sports.

More about Alison Groves | @RavenAlison

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