Free ebook: Data Driven Marketing 29 Experts Tell You How to Transform Your Marketing Organization

Learn how you can create a data-driven marketing organization We asked industry experts to share the advice they would give a peer if they were seeking to make their marketing organization more data driven. In this 74-page, one-of-a-kind eBook, you’ll find a wealth of expertise and advice from brands, agencies and solution providers for transforming your organization, including: How to tackle internl chnges management and break down internal silos What technology can be used to support a data-driven strategy, and the implementation process. How marketing attribution can drive a data-driven approach by providing a holistic view of your overall marketing ecosystem. To download this invaluable eBook with our compliments, complete the form on the right and click the “Submit” button, and you’ll receive instant access to a PDF version of the eBook.

Table Of Contents

TABLE OF CONTENTS Foreword .................................................................................................................................................3 Introduction ...........................................................................................................................................4 Determine Your Data Strategy Data-Driven Marketing: Still a Work in Progress.........................................................7 You Must Understand the Personas You’re Trying to Influence.........................9 To Build a Data-Driven Organization, Create a Long-Term Road Map.....................................................................................................................11 Never Be Satisfied..............................................................................................................................13 Don’t Let Them Eat Your Lunch..............................................................................................15 Staying Focused on Your Outcomes.....................................................................................17 Let the Data Drive (It’s a Long Journey)............................................................................19 The Digital Ecosystem and Data-Based Decisioning...............................................21 Get Buy-In From the Top Down Creating a Complete Data View That Fits Your Sales Cycle...............................24 Bottoms Up..........................................................................................................................................26 Recognize and Align the Parties Involved in a Marketing Strategy.............28 Build Incrementally, and Test as You Go.........................................................................30 Break Free From Data Silos Beyond the Customer Journey...............................................................................................34 A Center for Capturing Online and Offline Data Is Essential.............................36 Sponsored by: 2 A Five-Pronged Approach to Data-Driven Marketing.......................................38 Through the Customer’s Eyes.............................................................................................40 Empower Your Staff to be Data-Driven Beyond the Data..........................................................................................................................44 There’s More to Data-Driven Marketing Than Technology...........................46 Successful Data-Driven Marketing Requires Successful Change Management................................................................................................................49 Data-Driven Marketing Empowers Creative Marketing....................................51 The Relationship Between Businesses and Their Data Is Changing........54 Hire a Good Analyst...................................................................................................................56 How to Ramp Up Data-Driven Marketing the Right Way...............................58 Move Beyond Last-Click Attribution Analysis to Action........................................................................................................................62 Finding Your Data’s True Story with the Right Attribution Method.........64 An Exciting Time for Marketers.........................................................................................66 You Must Rule By the Numbers.........................................................................................68 True but Not Actionable: Improving Performance Through Holistic Attribution.................................................................................................70 Goodbye Big Data, Hello Smart Data............................................................................72 Advanced Marketing Attribution Defined...................................................................74

First 3 Pages

Data Driven Marketing 29 Experts Tell You How to Transform Your Marketing Organization TABLE OF CONTENTS Foreword .................................................................................................................................................3 Introduction ...........................................................................................................................................4 Determine Your Data Strategy Data-Driven Marketing: Still a Work in Progress.........................................................7 You Must Understand the Personas You’re Trying to Influence.........................9 To Build a Data-Driven Organization, Create a Long-Term Road Map.....................................................................................................................11 Never Be Satisfied..............................................................................................................................13 Don’t Let Them Eat Your Lunch..............................................................................................15 Staying Focused on Your Outcomes.....................................................................................17 Let the Data Drive (It’s a Long Journey)............................................................................19 The Digital Ecosystem and Data-Based Decisioning...............................................21 Get Buy-In From the Top Down Creating a Complete Data View That Fits Your Sales Cycle...............................24 Bottoms Up..........................................................................................................................................26 Recognize and Align the Parties Involved in a Marketing Strategy.............28 Build Incrementally, and Test as You Go.........................................................................30 Break Free From Data Silos Beyond the Customer Journey...............................................................................................34 A Center for Capturing Online and Offline Data Is Essential.............................36 Sponsored by: 2 A Five-Pronged Approach to Data-Driven Marketing.......................................38 Through the Customer’s Eyes.............................................................................................40 Empower Your Staff to be Data-Driven Beyond the Data..........................................................................................................................44 There’s More to Data-Driven Marketing Than Technology...........................46 Successful Data-Driven Marketing Requires Successful Change Management................................................................................................................49 Data-Driven Marketing Empowers Creative Marketing....................................51 The Relationship Between Businesses and Their Data Is Changing........54 Hire a Good Analyst...................................................................................................................56 How to Ramp Up Data-Driven Marketing the Right Way...............................58 Move Beyond Last-Click Attribution Analysis to Action........................................................................................................................62 Finding Your Data’s True Story with the Right Attribution Method.........64 An Exciting Time for Marketers.........................................................................................66 You Must Rule By the Numbers.........................................................................................68 True but Not Actionable: Improving Performance Through Holistic Attribution.................................................................................................70 Goodbye Big Data, Hello Smart Data............................................................................72 Advanced Marketing Attribution Defined...................................................................74 Forword Welcome Fellow Marketer: Every day I encounter marketers who are working to create a data-driven organization. Some are at the very early stages and just starting to scratch the surface; others are many years into the process and leveraging advanced techniques—and technologies—to help them achieve their goals. At Visual IQ, we wanted to create a resource to which marketers could turn for advice on this process from their peers who have already done it, whether at a brand, an agency, or a solution provider. The result is Data-Driven Marketing: 29 Experts Tell You How to Transform Your Marketing Organization. We asked each expert for the advice he or she would give a peer if that person were seeking to make his or her marketing organization more data driven, and I’m thrilled with the incredibly diverse advice these experts gave. The insights range from internal change management and breaking down channel/departmental silos to advice about technology and the implementation process. Underlying these topics are insights around the need for marketing attribution and a holistic view of your overall marketing ecosystem. We think there’s something useful for everyone, and we hope you’ll find a few specific gems within these pages that you can use at your organization. Regards, Manu Mathew Co-Founder & CEO, Visual IQ VisualIQ As a pioneer in the space, Visual IQ has been producing the world’s most powerful cross channel marketing attribution software since 2006. Its hosted IQ Intelligence Suite of products combines a user-friendly interface with advanced attribution management and predictive modeling functionality to provide clear recommendations for marketing optimization. recognized as a leader in cross channel attribution by a leading market research firm in 2014, Visual IQ won The drum’s 2015 digital Trading Award for Best Attribution Solution, won the 2014 ASPY Award for Best data or Analytics Solution, and was a finalist in the digital Analytics Association’s Excellence Awards in 2013, 2014 and 2015. For more information, visit www.visualiq.com.