The Truth About Dataand ‘Marketing Cloud’
Summary
The proliferation of digital media opportunities can be overwhelming and overcomplicated – but it doesn’t need to be that way. It’s time for clarity, and the truth about marketing data and marketing cloud.
Benefits • Discover the truth about marketing data sellers don’t want you to know
• Demystify the ‘Marketing Cloud’, how it works and why you should care
• Review projections for media expenditures and future growth by channel
• Gain access to complimentary tools for list and audience research
Discover the truth about marketing data sellers don’t
want you to know
Street smarts on email marketing quiz…
Acquisition Email Source Ordered Delivered Opens Clicks Match Back
Compiled List A ($35/M) 150,000 113,447 2,201 224 165
Compiled List B ($20/M) 225,000 216,293 14,686 808 248
Response List A ($150/M) 35,000 34,827 4,674 668 73
Response List B ($225/M) 20,000 18,835 2,040 347 55
Cooperative Database ($175/M) 75,000 68,731 3,588 466 90
Which Email Data Source Had The Best ROI?
Which Email Data Source Had The Best ROI?
Acquisition Email Source Ordered Delivery Open Rate Click to Open Conversion
Compiled List A ($35/M) 150,000 75.63% 1.94% 10.20% 0.15%
Compiled List B ($20/M) 225,000 96.13% 6.79% 5.50% 0.11%
Response List A ($150/M) 35,000 98.43% 13.42% 14.30% 0.21%
Response List B ($225/M) 20,000 94.18% 10.83% 17.00% 0.29%
Cooperative Database ($175/M) 75,000 91.64% 5.22% 12.98% 0.13%
Which Email Data Source Had The Best ROI?
Acquisition Email Source Delivered Cost Conversions Revenue Gross Profit
Compiled List A ($35/M) 113,447 3,970.65$ 165 11,550.00$ 7,579.36$
Compiled List B ($20/M) 216,293 4,325.86$ 248 17,360.00$ 13,034.14$
Response List A ($150/M) 34,452 5,167.80$ 73 5,110.00$ (57.80)$
Response List B ($225/M) 18,835 4,237.88$ 55 3,850.00$ (387.88)$
Cooperative Database ($175/M) 68,731 12,027.93$ 90 6,300.00$ (5,727.93)$
Which Email Data Source Had The Best ROI?
Acquisition Email Source Delivered Holdout Conversions (Delivered)
Conversions (Holdout)
Incremental Conversions
Compiled List A ($35/M) 113,447 30,000 165 (0.15%) 47 (0.16%) 0 (0.00%)
Compiled List B ($20/M) 216,293 50,000 248 (0.11%) 65 (0.13%) 0 (0.00%)
Response List A ($150/M) 34,452 10,000 73 (0.21%) 12 (0.12%) 31 (0.09%)
Response List B ($225/M) 18,835 10,000 55 (0.29%) 13 (0.13%) 30 (0.16%)
Cooperative Database ($175/M) 68,731 20,000 90 (0.13%) 21 (0.11%) 14 (0.02%)
Which Email Data Source Had The Best ROI?
Acquisition Email Source Cost Incremental Conversions
Incremental Revenue
Lifetime Value (NPV)
Gross Profit (LTV Based)
Compiled List A ($35/M) 3,970.65$ 0 (0.00%) -$ -$ (3,970.65)$
Compiled List B ($20/M) 4,325.86$ 0 (0.00%) -$ -$ (4,325.86)$
Response List A ($150/M) 5,167.80$ 31 (0.09%) 2,170.00$ 5,106.44$ (61.36)$
Response List B ($225/M) 4,237.88$ 30 (0.16%) 2,100.00$ 4,941.72$ 703.85$
Cooperative Database ($175/M) 12,027.93$ 14 (0.02%) 980.00$ 2,306.14$ (9,721.79)$
Marketer
Agency
BrokerManager
OwnerService Bureau
TraditionalDirect Response List Acquisition
LinearNegotiated Margins
24-48 Hour TurnaroundManual Response Analysis
Match Back Attribution
Digital Advertising (Programmatic)
Real-Time ProcessingReal-Time Bidding
Automated AnalysisProgrammatic OptimizationView Through AttributionClick Through Attribution
Demystify the ‘Marketing Cloud’, how it works and why
you should care
1. Multichannel Marketing Automation2. Content Management & Web Publishing3. Social Media Monitoring and Engagement4. Analytics & Performance Optimization
Who meets the following criteria for ‘Marketing Cloud’
Acxiom, Adobe, Google, HP, IBM, MediaMath, Microsoft, Oracle, Salesforce.com, V12 Group
Meet the Top Four Standard
Requirements for ‘Marketing Cloud’
Review projections for media expenditures and future
growth by channel
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
2014 (Millions) 2015 (Millions)
2015 US DIGITAL MEDIA CHANNEL FORECAST
Email SearchDisplay (Direct Sold) Display (Programmatic)Social Technology Affiliate Lead Generation
Source: eMarketer & Winterberry Group www.winterberrygroup.com
Ad Dollars Demand More Accountability and Visibility
Digital Channel 2014 (Millions) 2015 (Millions) ChangeEmail 2,100$ 2,300$ 9.5%
Search 24,200$ 26,900$ 11.2%Display (Direct Sold) 19,200$ 18,200$ -5.2%
Display (Programmatic) 4,200$ 10,100$ 140.5%Social Technology 3,000$ 3,900$ 30.0%
Affi liate Lead Generation 2,100$ 2,200$ 4.8%Digital Total 54,800$ 63,600$ 16.1%
Traditional Channel 2014 (Millions) 2015 (Millions) ChangeDirect Mail 45,200$ 45,700$ 1.1%
Teleservices 41,500$ 42,600$ 2.7%Radio 15,900$ 16,200$ 1.9%
Broadcast Television 68,500$ 70,600$ 3.1%Magazines 15,100$ 15,000$ -0.7%
Newspapers 16,900$ 16,400$ -3.0%Outdoor 2,100$ 2,300$ 9.5%
Traditional Total 205,200$ 208,800$ 1.8%
Source: eMarketer & Winterberry Group www.winterberrygroup.com
1. IAB Digital Advertising Directory: http://directory.iab.net
2. DMA List Search Portal: http://lists.the-dma.org
3. Social Media Name Check: https://www.namecheckr.com
4. Quantcast Site Metrics: http://www.quantcast.com
Complimentary Tools for Research and Data Acquisition
Chris DeMartineEVP, Data & Media ServicesStatlistics, Inc.69 Kenosia AvenueDanbury, CT 06810(203) [email protected]
Contact Information: