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Marketing Insight Seven Steps To Best Leverage Marketing Analytics Drive business performance at scale by integrating powerful marketing analytics capabilities John Fildes | Marketing Leader john.m.fildes@gmail.com

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Marketing Insight Seven Steps To Best Leverage Marketing Analytics Drive business performance at scale by integrating powerful marketing analytics capabilities John Fildes | Marketing Leader john.m.fildes@gmail.com


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Move Beyond Business Reporting Drive business outcomes at scale by evolving beyond basic business reporting Keys to Success Separate reporting from analytics Focus on business outcomes Drive performance, report success Avoid Pitfalls Insufficient skills Inefficient analysis tools No executive sponsor © 2015 John Fildes All rights reserved. Step 1


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Identify the Right KPIs To Measure Cut through the clutter and identify the right indicators of business success Keys to Success Identify specific opportunities Define success upfront Measure only what matters most Avoid Pitfalls Boiling the ocean One size fits all measurement Misalignment to business goals © 2015 John Fildes All rights reserved. Step 2


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Create Panoramic Views of Performance Connect fragmented online and offline data sources to improve business decisions Keys to Success Streamline data aggregation Zoom in, zoom out, dynamics Data standards and governance Avoid Pitfalls Partial views of performance Static measurement models Insufficient data quality © 2015 John Fildes All rights reserved. Step 3


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Make Data Meaningful to Leadership Deliver results in the right context to make data meaningful to leadership Keys to Success Business relevant META tagging Predictive insight, prescriptive action Jargon free, plain English Avoid Pitfalls Incorrect delivery vehicles No benchmarks Marketing speak © 2015 John Fildes All rights reserved. Step 4


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Propel Data-Informed Decision Making Transform intimidating data into easily understood business intelligence Keys to Success Simple visual delivery Clear KPIs and benchmarks Cause and effective insight Avoid Pitfalls Overly complex visuals Ineffective adoption, gut decisions Analysis paralysis © 2015 John Fildes All rights reserved. Step 5


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Improve Customer Experiences Increase sales, revenue, and customer loyalty by delivering personalized experiences Keys to Success Seamless offline-online journeys Real-time customer insight Predictive modeling, delivery Avoid Pitfalls Static segmentation Rigid operations and execution Inability to deliver at scale © 2015 John Fildes All rights reserved. Step 6


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Reduce Cost, Maximize ROI Drive smart budget allocation and improve marketing return on investment Keys to Success Panoramic offline-online views Cause and effect analysis Predictive insight, prescriptive action Avoid Pitfalls Data-only decision making Linear thinking, last touch attribution Lack of operational agility © 2015 John Fildes All rights reserved. Step 7


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