Webinar: How to Make Data-Driven Marketing Decisions Without a Data Science Degree
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The document discusses how organizations can make data-driven decisions using platforms like Botify and Looker, emphasizing the importance of a centralized data approach for effective analytics. It highlights the challenges faced by marketing teams regarding data accuracy and accessibility, alongside predictions about the future of marketing analytics. Additionally, it outlines case studies that showcase the benefits of integrating SEO data with business metrics for improved performance and decision-making.
Webinar: How to Make Data-Driven Marketing Decisions Without a Data Science Degree
- 1. How to Make Data-Driven Decisions Without a Data Science Degree May 5th, 2020
- 2. 2 Meryl Serouya VP, Partner Strategy Shohei Narron Technology Alliances Manager Thanks for joining us!
- 3. 3 $27M in venture-backed funding 180 people in 5 locations 500+ customers in 30 countries Crawl Render IndexRank Convert UNIFIED DATA AUTOMATED TASKS PRESCRIPTIVE INSIGHTS Botify is the enterprise SEO platform that unlocks revenue potential for your website by serving as the interface that automatically connects search engines and websites. Who is Botify?
- 4. Botify’s 5-step methodology 4 Macro Focus: Holistic website optimization Render Index Convert Your Website Conversions Activate all critical pages Crawl Rank By optimizing each step, you will see incrementally positive results throughout
- 5. 5 What is Looker? Google Cloud’s cloud-native Enterprise Data Platform enabling secure access to near real-time data when and where you need it.
- 6. 6 Looker Data Platform In-database architecture | Semantic modeling layer | API-first & cloud native Modern BI & Analytics Easy access to trustworthy data enables people to make better, data-driven decisions every day Data-driven Workflows Save time and money by putting your data to work in every part of your business Custom Applications Build the exact experiences people need, making them more effective and efficient Integrated Insights Without thinking about it, everyone at the company can make data-informed decisions
- 7. 7 On average, how much time do you spend during a given week compiling and preparing data before you can act on it? ❏ It’s instant ❏ Hours ❏ Days ❏ I’ve lost track Poll Question
- 8. “...Hadoop...warmed us up to the idea of something other than a relational database being relevant to data...” 8 Operationalized Data “The line between operational and analytics realms in the organization is blurring.” Progress in AI / ML “...bringing...data science to data analysts will drive an increase in the number of actual ML and AI algorithms that go into enterprise-level production.” Data Lakes Going Strong ...and more! Data and analytics trends
- 9. 9 Knowledge of data location Data blending skills Access to necessary data Self-service and self-reliance Data and analytics accuracy Holistic data aggregation These predictions assume a lot
- 10. 120 60% Average number of platforms used by a marketing team at an enterprise 13% Of marketers are confident they were making the most of their data using existing systems and processes Netskope Cloud Report, August 2019 By 2023, 60% of CMOs will slash the size of their marketing analytics departments by 50% due to failure to realize promised improvements Gartner “Predicts 2019: Marketing Seeks a New Equilibrium,” Forbes insights, DATA VERSUS GOLIATH Customer Data Strategies To Disrupt The Disruptors 10 Marketing data by the numbers
- 11. SEO has many benefits A Forrester Consulting Thought Leadership Paper Commissioned By Botify Realize Greater Revenue By Prioritizing SEO Creating a strong SEO foundation is key to unlocking revenue 11
- 12. Search and customer intent "Search is the greatest place to understand what people want. No one lies to their search bars. It's a treasure trove of data you're not going to get anywhere else." - Shawn Huber, T-Mobile, (during our webinar on Algo Updates & volatility in organic search) 12
- 13. Search along the customer journey RESEARCH DISCOVER PURCHASE USE ASK ENGAGE
- 14. Optimize all opportunities to engage a customer WEB DESIGN USER EXPERIENCE CONTENT MARKETING PAID MEDIA Every single day, everyone touching the website is doing SEO, whether they know it or not. They are either making multi-million dollar decisions that help SEO or hurt it. — Jessica Bowman, author of The Executive SEO Playbook 14 PERSONALIZATION & TESTING SOCIAL MEDIA
- 15. 15 How often do you share data between teams? ❏ Never ❏ On an ad-hoc basis (i.e. upon request) ❏ At a regular cadence ❏ It’s readily available to anyone at any time Poll Question
- 16. Benefits of centralizing your data 16 There’s one place for all relevant data - for all users Decrease in cost and effort for self-service analytics Standard business logic to ensure consistency !
- 17. But: centralization without standards 17 Standard business logic to ensure consistency ! ● No agreed-upon definition of data and calculations ● Each user creates their own definitions ● Some ask others to pull data for them ● Wasted time waiting for information; frustration ● Results are incomplete or incorrect ● Decisions made based on inconsistent information ● Decreased data and analytics ROI
- 18. Looker and Botify Overlay your SEO data with your most important business metrics for greater analysis and optimization of your website performance. ● Holistic Insights: Break down data silos and gain a better understanding of your multi-channel performance by adding Botify SEO data into your marketing data warehouse. ● Self-Serve: Go beyond traditional static reports - drill into results, and keep asking new questions with Looker’s flexible data exploration capabilities. ● Quick Deployment: Implement Looker’s analytics template custom-built for Botify data to get started in record time. 18
- 19. Automated, personal promotions: Past convertible borrowers matched with currently available convertibles. Time-consuming analysis: In-house analytics tool required hours of engineering time to change simple metric or fine-tune a chart. Looker case study: Car Next Door 19 Outdated data: Data dumps were requested via the data team, resulting in delays and usage of outdated data. Too many cooks: Analysis conducted on spreadsheets with 20 collaborators contained errors that went undetected, distorting results. Before Looker With Looker: Consolidated data and a single source of truth. Car Next Door is an Australian peer-to-peer car rental startup Marketing attribution: Attributing lifetime value back to the query each user searched for, allowing real-time cost per action adjustments. Data-driven business cases. The ability to place ROI on SEO projects makes future project buy-in and resource allocation possible.
- 20. Botify + Looker: global retailer Before Botify + Looker No data standards: global SEO teams representing different markets around the world, each with their own distinct ways of reporting on their regional data. Siloed data: organic search data wasn’t integrated with other key data sets such as in-store revenue data. Data hacks: incumbent data visualization tool lacked flexibility which created a lot of data “hacking” and inefficiencies After Botify + Looker Data standards: Aligned KPIs and consistent view of metrics, regardless of location, for a more accurate view of global performance. Centralized, actionable insights: a better understanding of how SEO is contributing to overall business performance and the ability to spot channel trends and opportunities. Efficiency: By automating data syncs from Botify to Looker and setting up email alerts of weekly reports, teams save hours each week. 20
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- 22. Q&A
- 23. Thank you!