Tauhid Zaman KDD Career Development Professor in Communications and - - PowerPoint PPT Presentation

Casey Carey

Director of Platforms & Publisher Marketing at Google @caseycarey

Tauhid Zaman

KDD Career Development Professor in Communications and Technology at the MIT Sloan School of Management @zlisto

Evan Schuman

Moderator

Agenda

• Marketing isn’t what it used to be
• What leaders are doing to pull

ahead of the pack

• Marketing and behavioral analytics

—a deeper look

• Panelist discussion
• Q&A

WHAT WE’LL COVER TODAY

Marketing isn’t what it used to be

Meet Stacey

• 32 year-old mother of two
• Expecting a baby
• Needs a car that would fit three car seats
• Must have space for her family's gear

Where should we buy it? Are we getting a good deal? Can we afford it? Is it right for us? Which car is best?

Stacey’s Journey

Source: Luth Research ZQ Intelligence™

Google Searches

139

YouTube Videos

14

Images

89

Dealer Interactions

69

Manufacturer Interactions

186

Occurred

• n Mobile

71%

63%

• f people expect brands to

use their purchase history to provide them with personalized experiences.

Source: Google/Greenberg, Rising Expectations in Consumer Experiences, March 2017, U.S. (n of 1,501 consumers 18-54)

Crowding of the technology landscape

89%

• f marketers agree that

understanding user journeys across channels and devices is critical to marketing success.

Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample), May 2017

What does the data tell us?

Dealing with data: Marketing's biggest analytics challenge

61%

• f marketing decision

makers said they struggled to access or integrate the data they needed in 2016.

61%

predict continued

challenges in accessing

• r integrating the data

they need in 2017.

Source: Google Surveys, "2016-2017 Marketing Analytics Challenges and Goals", Base: 203 marketing executives who have analytics or data-driven initiatives, U.S., December 2016.

Study: "Customer Experience is Written in Data”

• Online survey conducted in May 2017
• Over 700 marketing and analytics

executives at consumer brands

• Leading organizations defined by their

success in hitting their top 2016 goal

"Data is a key transformation tool. It drives a learning and innovative culture with clarity on contribution to the business. I can't imagine a marketing function without this capability, attitude, and infrastructure."

Vice President, financial services company

Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample), May 2017

as likely to say that their marketing strategy is strongly data driven.

1.5x

as likely to say their

• rganizations have a

clear understanding

• f customers'

journeys across channels and devices.

1.5x

as likely to say that they routinely take action based on insights and recommendations from analytics.

2x

say that their companies use data to support decision making at all levels.

7 in 10

Defining Marketing Leaders

• f the leaders say they currently have a

documented data and analytics strategy.

2/3

Source: Google Surveys, "2016-2017 Marketing Analytics Challenges and Goals", Base: 203 marketing executives who have analytics or data-driven initiatives, U.S., December 2016.

Data strategy: a foundation for success

Leading marketers are

127%

as likely as the mainstream to say that their data and analytics strategy is “useful for decision-making at all levels.”

Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S.

Key components of data and analytics strategy

invites collaboration and democratization

• f data

defines how to integrate data and related technologies identifies business goals

Marketing analytics: a deeper look

Behavioral Analytics

Service

Application

Sentiment

Behavioral Analytics

Data Service

Behavioral Analytics

Sentiment

Application

Basic User Data

Deeper User Data - Time

Time and Sentiment

Time and Sentiment

Time and Low Engagement

Deeper User Data - Biometrics

Wearable Biosensors

Sweating and Psychology

Electrodermal Activity (EDA) – Mental arousal increases sweat

Data Future

Data Service

Behavioral Analytics

Sentiment

Application

To what extent does your organization make decisions based on data/analytics insights in the following areas?

Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S.

Share describing area as “strongly data-driven”

Leaders Mainstream Difference (Leaders) Digital advertising 71% 51% 39% more likely Direct marketing or demand generation 66% 42% 57% more likely Marketing strategy 65% 44% 48% more likely Brand or corporate marketing 61% 38% 61% more likely Offline advertising 52% 28% 86% more likely

Respondents: 652

How often does your marketing organization take action based on the insights and recommendations from analytics?

Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S.

35%

We routinely take action based on insights and recommendations from analytics.

40%

We frequently take action based on insights and recommendations from analytics.

18%

We sometimes take action based

• n insights and

recommendations from analytics.

4%

We infrequently take action based

• n insights and

recommendations from analytics.

1%

We never take action based on insights and recommendations from analytics.

2%

Don’t know

Thank You