Building a Data Driven Growth Organization Heather Zynczak @hzynczak

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Build a

brand.

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Top 10 Global Brand on LinkedIn

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Domo blue RGB 153, 204, 238 Hex 99CCEE Pantone 291C

Domo blue is rendered differently between Mac and PC when using PPT. This is especially true when importing images. When using a Mac, to hit the most correct color the RGB and Hex values change slightly to:

Domo blue RGB 139, 191, 229 Hex 8BBFES

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Fuel

growth.

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Marketing Sourced ACV Last Month

Total $2,011,354

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but…..

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CAC = Sum of all Sales and Marketing Expense / # of New Customers Added

MN [Magic number] = (Rev[Q4] – Rev[Q3]) *4

Exp_SM[Q3]

Basic Lifetime Value = ARPU Revenue or Customer Churn

ARPU = Revenue in Time Period # of Users in Time Period

Churn Rate = 1 – Retention Rate

Retention Rate (Customer) = Non new Users this Period

Total Users Last Period Retention Rate (Revenue) = Non new User Revenue this Period Total Revenue Last Period

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Focus on

growth with an eye on

profitability

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Be

data driven.

Data-driven Decisions circa 1960 “Your ad dollars are working, trust us”

Data-driven Decisions circa 2016

Drowning in DATA…

… thirsty for INFORMATION

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Live by ROI. 1

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THE MAJORITY OF MARKETERS ARE HELD ACCOUNTABLE FOR ROI– BUT NEARLY HALF CANNOT MEASURE IT.82% are held accountable for ROI on marketing spend– but only 33% have access to marketing contribution to revenue.

That puts of marketers in a pretty tough spot.

49% 33% 82%

Have access to marketing contribution revenue

Are held accountable

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Be scrappy. Guerilla marketing is your friend. 2

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• 703 campaigns • Over 75k leads • 51% of digital ACV

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•  TAP (Twitter Audience Platform) •  Target Bidding •  CPX •  Exelate Audiences •  Promoted Video •  Sysomos Targeted Audiences •  Quantcast Tailored Audiences •  Twitter Bio Targeting •  Twitter Tailored Audiences (Conversion Tracking) •  Web Cards

Twitter beta programs

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Create a

culture of accountability. 3

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•  Focus on Growth •  Be the Brand Champion •  Partner with Sales to fuel growth

•  Profitability is just as important •  Leverage ROI •  Be scrappy. Guerilla marketing is your friend. •  Create a culture of accountability.

Thank you.

Heather Zynczak @hzynczak