Experts Share 10+ Tips to Driving Sales with BI Technologies
This post is an excerpt from our Digital Growth Summit event in Los Angeles.Here are the digital marketing experts who contributed to this blog:
Here are some key takeaways from the Tracking Post-Click Activity with BI Technologies panel:
- Know your demographic for each post
- Collect every touch point
- Embrace BI technologies
Go on Google Analytics and see what the demographic is for each post, so you know what you need to write, if you need to write a certain way, and where you need to post it.
By using only the first source where the customer came into your campaign, or the last click and assuming that that counts for all of the different touch points, you cannot draw conclusions. You are missing needed data.
You shouldn't only select one predictive analytics platform, but really use a blend of platforms that makes the most sense for your application.
What are some best practices that you absolutely have to be doing when you are looking at campaigns?
Go on Google Analytics and see what the demographic is for each post. -Shereen Lavi
From the blogger side, I have to go on Google Analytics and see what the demographic is for each post, so I know what I need to write, if I need to write a certain way, and where I need to post it. Looking at how long people are staying on the page is another thing that I look at. -Shereen Lavi
Content is so important in this business and when you look at attribution, post-click, and the whole engagement experience, it is important for organizations to have a robust content calendar. For us, it is really about making sure that our content calendar and our proactive approach to what we write about visually as well as text and video is something that has been thought through and tested. -Sinan Kanatsiz
I am primarily concerned with understanding which key metrics are significantly correlated with sales so that we are delivering our campaigns to drive revenue through sales. -Vanessa Shanahan
What are your opinions and insights on last touch and multi-touch?
Sometimes a consumer is touched 5, 10, maybe even 15 times before they ultimately convert. -Vanessa Shanahan
You have to look holistically at the customer experience. What is the customer's journey? Where is the brand touching the customer? The first part is really understanding, "Do we have a full holistic view of the brand's impact on the consumer?" And many times the answer to this question is no. Sometimes a consumer is touched five, ten, maybe even fifteen times before they ultimately convert. By using only the first source where they came into your campaign or the very last click and assuming that that counts for all of the different touch points, you cannot draw any conclusions. You are missing needed data. -Vanessa Shanahan
Where is the future going? Where should we be going with BI technologies?
Use Radius to better understand how marketing plays a part in getting customers into the CRM. -Sinan Kanatsiz
There are a couple of BI technologies that I recommend you check out in regards to where post-click activity is headed in the future. One is Radius, it is a business intelligence application that is connected into Salesforce and other CRMs to better understand how marketing and the customer journey play a part in getting customers into the CRM. Another company is Curalate. They study images and the way that they are shared and how that converts to commerce. Another one I recommend is TokyWoky. They allow customers on websites who have questions to ask all of the other visitors on the website and they identify those individuals that respond back as an ambassador so the whole activity and web experience is now shifting into these unique micro apps. -Sinan Kanatsiz
What are the key companies and BI technologies that everyone in this room should be looking at and investigating?
Don't overreact when measuring campaign performance with clients. -Jay Symonds
I have done most of my research and predictive analytics work on Hana and it is an extremely powerful database, the NBA runs all of their analytics on it. Another one would be DataSift and they enhance the data. They are the database, they take the data and then they enhance it and make inferences for you. -Shereen Lavi
The big data collectors, Microsoft and Oracle and others, have all acquired predictive analytic platforms in the space and I think if you can marry up that data usually that makes the most sense. Adobe has Business Catalyst and Facebook has Facebook Insights. You shouldn't only select one, but really use a blend of platforms that makes the most sense for your application. -Sinan Kanatsiz
From a platform perspective, I love all the API plug and play platforms. I think for non-Amazon and large companies, that is what makes sense because it cost-efficient, pre-built, and solves 99% of our problems. Clarabridge is a great unstructured data analysis platform where you can pull in all of your unstructured data and analyze it alongside your social. Affinio is another cool tool to be able to understand your followers in terms of segments and tribes, and how you might have very distinct subsets within your overall followers. -Vanessa Shanahan
Don't overreact. I have seen this a lot when measuring campaign performance with clients. Clients will automatically go to what performed best last click, last touch. They will start wiping video out of the plan, start wiping high end ad placements out of the plan. Anything that is upper funnel just goes straight out and the overall campaign effectiveness in the months after declines. -Jay Symonds
I like a tool called TrendKit right now, new on the scene with the ability to attribute upper funnel activities to web. It's a great dashboard and I'm trying to use it and integrate it with the othe BI technologies that I'm using. Quid is really great, powerful tool. Marketshare is great for mixed media modeling. Unmetric is another one where you can look at content that is highly compelling and if your teams are tasked with building content, it is an opportunity to be able to keyword query other highly compelling content and see what is out there that other consumers are highly engaged with. -Vanessa Shanahan
IBM Watson has started adding a variety of new applications that they want to bring to everyday people and not just businesses. They are even doing it for sports. -Shereen Lavi