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5 Ways Centralizing Your Data Will Change Your Business
August 3, 2015
Presented by
— This webinar will be recorded
— We will take questions at the end
Welcome & Webinar Overview
Zach TaylorProduct Marketing Manager
Colin ZimaLooker Chief Analytics Officer
Meet our presenters
And so begins...
Facebook ad(Facebook)
Email (Marketo)
Visit the site(Google Analytics)
Make a purchase(MySQL)
File a ticket (Zendesk)
Share with friends(Twitter)
Track usage(Event data)
Sign up (Salesforce)
An epic journey
5 Reasons to Centralize
11 Bringing the Context
2 Going One Level Deeper
3 Building the Total Picture
4 Owning Your Data
5 Getting Data to Everyone
5 Reasons to Centralize
11 Bringing the Context
2 Going One Level Deeper
3 Building the Total Picture
4 Owning Your Data
5 Getting Data to Everyone
Are our ad campaigns delivering high value users? Requires joining Marketo data with transactional data
Knowledge Requires Context
How engaged are our biggest customers with our product? Requires joining Salesforce data with event data from our application
thredUP
$75
$35 $80
$95
$55
Uber & Starwood
Zach went to NYC Zach goes out Zach works in West Village
They can do better...
Much better
Who are our most valuable users?
Finding Global Maxima
Where is the greatest amount of friction between first touch and first purchase?
5 Reasons to Centralize
1
1 Bringing the Context
2 Going One Level Deeper
3 Building the Total Picture
4 Owning Your Data
5 Getting Data to Everyone
Getting Deeper
Identifying most influential usersby number of referrals
Finding highest value influencersby future value of their referrals
Counting support tickets Counting support tickets indexed to transaction location and product
Qualitatively measuring pipeline health Tying Salesforce data to event datato understand trial health in real-time
The Old Way The Centralized Way
HotelTonight Buyer Experience
Hotel Issues
West Side 200
East Village 50
Financial District 4
Bed & Breakfast 1
We Can Do Better
HotelTonight Buyer Experience
Hotel Issues
West Side 200
East Village 50
Financial District 4
Bed & Breakfast 1
Hotel Issues Bookings Rate
Bed & Breakfast 1 100 1%
East Village 50 10,000 0.5%
West Side 200 100,000 0.2%
Financial District 4 4,000 0.1%
Kiva’s Best Marketing Campaign
Kiva’s Best Marketing Campaign
Original data set
Kiva’s Best Marketing Campaign
Original data setCrucial missing info (10% vs 80% re-lend)
5 Reasons to Centralize
1
1 Bringing the Context
2 Going One Level Deeper
3 Building the Total Picture
4 Owning Your Data
5 Getting Data to Everyone
Looker’s Data Pipeline
What Does It Mean
Marketing
Docs and Forum
ProductUsage
Customer Support
Engineering
CRM
Web Traffic
So What?
Trial health scores by sales rep, faceted by different attributes
EmailSupportProduct ProductWebCRM Product
More Centralized Data
CRM CRM Support Support Engineering Engineering
5 Reasons to Centralize
1
1 Bringing the Context
2 Going One Level Deeper
3 Building the Total Picture
4 Owning Your Data
5 Getting Data to Everyone
Do You Own Your Data?
Saas has been revolutionary, but the lock-in is real.
Switching Costs Are Real
The global market for software-as-a-service has nearly tripled in the last 5 years, and continues to grow at almost 20% per year (Gartner)
80% of business in the US use at least one SaaS provider and 50% use 3 or more (Aberdeen)
89% of customer have switched providers once or twice in the last year. (NewVoice)
Treat Your Data as an Asset
• Avoid provider lock-in•Segment is a nice solution that offers seamless switching between event collection services
• Quickly map messy data to keep the business moving
• Give yourself the flexibility to go beyond your provider•If you need to go beyond vanilla analysis, get your data into a centralized warehouse
Breaking Out From Your Provider
Out of the Box
Breaking Out From Your Provider
When you own the data
5 Reasons to Centralize
1
1 Bringing the Context
2 Going One Level Deeper
3 Building the Total Picture
4 Owning Your Data
5 Getting Data to Everyone
Bring the data to the business user
• Push the ability to answer complex questions to the business user
• Use a mapping layer to integrate data
• Give business users a cross-functional view of the business
Static Report < Dynamic Report < Data Exploration
Shared View
CRM CRM Support Support Engineering Engineering
More context to more people
1. Understand users and their decisions2. Go deeper and customize3. Get the full picture4. Own your own data5. Work together around a shared view
Recap
Q & A
