How one marketing technology company gains meaning from different data sources

Making datamake sense

Jake AtheyMarketing Director, Widen

Speakers

Nina Brakel-Schutt Brand Strategist, Widen

Daniel Keys MoranBusiness architect, database guru, writer

“You can have data without information, but you cannot have information without data.”

The 2014 Marketing Score ReportLooks at how 318 marketers, executives, and entrepreneurs rate their organizations

“20% of organizations do not have marketing analytics, which means they have zero insight into online behavior.”

SOURCESOF DATA

Social media platforms

Similarly built around people and relationships. Hootsuite, Shoutlet, and Sprinklr manage global social media programs in one platform.

CRM systemsCustomer relationship management helps manage your customer and prospect data and the activity associated withthem. Contact information, leads, campaigns, and sales opportunities can all be stored in one place.

Email marketingAn easy way to send targeted messages to different groups of people. Builds loyalty, trust, and brand awareness.

Marketing automationThe software platforms and technologiesorganizations use to market across multiple channels (email, social media, websites).

DAM systemsDigital Asset Management systems manage assets throughout their lifecycle, from creation and storage to distribution and preservation.

PIM systemsProduct information systems manage data to market and sell products. The data feeds information to different output media like web sites, print catalogs, and ERP systems.

Web CMS systemsA Content Management System is a web application designed to make it easy for non-technical users to add, edit and manage a website.

Web analyticsThe collection, analysis and reporting of web data to help marketers understand and optimize web usage. Regularly monitoring web analytics can help you assess and improve effectiveness of your website.

Ian MichaelsPrincipal and CEO at Gleanster Research

“If content is king, it needs a castle.” (and analytics is the queen)

CONNECTINGTHE DOTS

The Widen story

Big rock content

Google analytics

Google analytics

Crazy egg

Crazy egg

Asset level analytics

Engagement

Customer lifecycle

Email drip campaign

Campaign efficacy

Marketing dashboardLeads Planning a Project

Within 6 MonthsLeads Indicating They’re

Ready to Talk With Us

Opportunities Created Year To Date

Opportunity Types

How our data is connected

Content is the “Lifeblood”

Customer Relationship Management

Marketing AutomationDigital Asset Management

Web Content Management

Social Media ManagementEmail Marketing

Data are the “Neurons”

Web Analytics

DO ITYOURSELF

The right mix for you

● What do you want from your web analytics?

○ Visitor paths, conversion funnel, heatmaps, click tracking

● What metrics should you watch in your CRM?

● What does your data tell you about engagement?

● What value does social media bring?

● What insights can you glean from your different systems?

Identify your data sourcesDIY analytics

DIY analyticsDevelop metrics and gain more insights

● Get clear on business goals and objectives

● Know “where” marketing happens, where sales happen

● Define your analytics strategy

● Know leading and lagging KPIs

● Be agile

● Use a mix that’s the best bang for your buck

● Create dashboards to analyze data

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