Marketing Optimization Analytics Maturity Curve [video]

"Relevant, unified experience across the site, across search, across email, across display, the store, the call center; it's one unified system, and we know what point of interaction we should be talking to in a relevant manner to our customer."

In the Marketing Optimization Analytics Maturity Curve, there are four stages:

  1. Beginner
  2. Intermediate
  3. Expert
  4. Visionary

This curve describes both the analyst and the marketer, but focuses on the marketer. Below is a summary of each stage in the curve

The Beginner

Tracks:
Top-of-the-funnel

Metrics:

  • Pageviews
  • Emails sent
  • Clicks
  • Budgets

Solution:
Web Analytics

Customer Benefits:
Improved usability in site navigation.

Marketer Benefit:
Marginal campaign improvement

Organizational Benefit:
Customers won't socially disparage you on Facebook.

The Intermediate

Tracks:
Middle of the funnel and top of the funnel

Metrics:

  • Conversion
  • Average order value
  • Return on ad-spend (mostly online)
  • Sentiment value from surveys
  • Attribution (but they know there are problems with the attribution)

Solution:

  • Integrations with conversion technology
  • Integrations with email service provider
  • Ad serving
  • Sentiment through survey

Customer Benefit:

  • Improved site experience
  • Relevant content for the average site visitor

Marketer Benefit:
Better performance of campaign
Organizational Benefit:

  • Sales increase
  • Average customer may return

The Expert

Tracks:

  • Bottom of the funnel
  • Top of the line
  • Automated predictive site relevance
  • Metrics:
    Attribution, correctly weighted but online only

    Solution:
    Integrations with point-of-sale and CRM data.

    Customer Benefit:
    Relevant customer experience for specific segments.

    Marketer Benefit:
    Significant campaign improvement

    Organizational Benefit:
    Brand and customer loyalty

    The Visionary

    Tracks:

    • Bottom line profitability
    • Cross-channel predictive relevance

    Metrics:
    Attribution, online and offline, correctly weighted

    Solution:

    • Predictive 1:1 conversion
    • Reverse IP look-ups
    • CRM/POS

    Customer Benefit:
    Relevant, unified experience across the site, through site search, email search, display, physical store, call center – in short, unified experience through every touchpoint.

    Marketer Benefit:

    • Marketers become CMOs
    • There can be an increase of over 100% on ROI

    Organizational Benefit:
    Marketing investment aligns to realized sales objectives, allowing forecasting.

    As an example, he walks us through the 'Visionary' experience:

    Someone does a search on "Web Analytics." They rank #2 for the keyword. When someone clicks on the keyword, through Adobe Test and Target, and using Demandbase, they do a reverse-IP lookup.

    They discover this person is from a retail account, and that they're specifically focused on apparel, then look at the keyword, and match the keyword segment with a behavioral targeting segment – meaning the visitor gets to a dynamically-rendered homepage based on the cross section between their demographic and the keyword, allowing the site to offer tailored articles, webinars, software offerings, and information.

    The next step here is that they know who the customer is, and when the customer goes to a site that shows ads from their company, the ads are customized to their segment. Then, when they go to fill out a form to register for a webinar (for example), the webinar registration form is shortened, because the analytics team has already collected some central information.

    If the visitor then comes back, looking for another search term, an automatic email system is triggered, sending them tailored information regarding what they were looking for. Then, using Eloqua, the sales team is alerted that an interested customer is visiting the site, so that the sales team can reach out to the customer, completing the sale. All of this is tracked automatically.

    As you can see, this requires a full IT team just to run the analytics for the marketing team.

    Mikel Chertudi, Senior Director, Global Media & Demand Marketing, Adobe Systems

    Mikel Chertudi

    Mikel Chertudi is a seasoned and innovative marketing executive who has a passion for leadership, building brands, and creating demand. He is responsible for fueling the global growth of Adobe through innovative and demand creation programs. Chertudi has created a team of award-winning experts who focus on major digital channels including database marketing, search, display, mobile, and social, as well as traditional channels. He also oversees campaign strategy and execution of Adobe's $1B enterprise B2B business including the Online Marketing Suite and Customer Experience Solutions.

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