the perfect storm

The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey

Mike StockerDirector, Business Development

Santi PieriniCOO & President

Marketers’ Challenges

• No Ability to Measure Cross-channel

• Dealing with Fragmented Tools & Data

Silos

• Limited Visibility into the Customer

Journey

• No Digital Marketing Effort ROI

• No Customer Lifetime Value

• Lack of Lifecycle Marketing

• Don’t Understand Behaviors and Context

“82.2% of marketers do not have the ability to measure cross-channel performance or return on investment.”

Laurie Sullivan,

Multichannel Marketing

It’s a New World - With New Rules

Era of Engagement Marketing

Actionable Marketing

Intelligence provides deep

insights across the customer

journey by measuring cross-

channel cost and performance

Where to begin?…Customer Acquisition

TRACKING: All Digital Channels

ATTRIBUTION: Multi-touch Conversion Attribution

OPTIMIZATION: Performance Targeting

INTEGRATION: Mktg Automation, Search, Display, etc.

Customer Acquisition…in a Multi-Channel World

Mobile

Display

Video

Social

Search

Shopping

Affiliate

Engagement

Tracking

Attribution

Optimization

Multi-Channel Attribution Modeling…it’s not just first/last click

First click Last click

Time Decay

Linear

U Shaped

Custom

Multi-Touch Optimization (Visualization)

• Detailed digital marketing actions/events taken by customers

• Analyze the channels influencing your customers’ purchase paths

• Insight into customer journey history of marketing performance

Customer Journey Lifetime Value

Marketing IntelligenceDisplay Ads | Ecommerce |

Search | Lead Forms | Social Ads | Affiliates | Mobile Ads

Marketing Automation

Sales ForceAutomation

Customer Purchase

Cu

stom

er

Life

tim

e V

alu

eCustomer Acquisition

Customer Engagement

LeadTracking

Continuous Dialogue to Drive Purchases

Display Ads | Ecommerce | Search | Lead Forms | Social Ads | Affiliates | Mobile Ads

Marketing Automation

Customer Purchase

Cu

stom

er

Life

tim

e V

alu

e Marketing Intelligence

Customer Acquisition

Customer Engagement

Over the Entire Customer Lifecycle

Awareness

Leads

Prospects

Opportunities

Customers

Retain

Grow

Leverage

Targeted Engagement

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns

Example: Topic of Interest Triggers

• Attends event

• Downloads content

• Click email

• Fills out form

• Score is changed

Email

Social

Content

Technology

Standard Nurture Triggered Interests Lift

Open % 21.7% Open % 34.0% 57%

Click to Open % 23.4% Click to Open % 37.1% 59%

Click % 5.1% Click % 12.6% 147%

Dynamic Content

Industry, Geography, Company Size, Customer

vs. Prospect, etc.

The Bottom Line: Market Like Amazon

Behavioral targeting can increase engagement by 50% or more @michaelstocker

To Recap

• Marketers need a clearer picture of customer’s journey through multi-channel tracking of marketing spend ROI

• Better optimization leads to more effective spend on marketing dollars

• Lifecycle marketing is key - It’s easier to keep and grow a customer than to always acquire new customers!

• Understand behaviors and context and make every channel personalized

• Marketing is converging: Acquisition & Engagement Across the Customer Journey

About Marketo

• SaaS Marketing Technology Company

• Tracking, Attribution & Optimization

• 450+ Customers

• 5 Billion+ Consumer Actions per Month

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About CAKE

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Mike StockerDirector, Business Developmentmstocker@marketo.com

Santi PieriniPresidentsanti@getCAKE.com

The Perfect Storm: Merging Acquisition & Engagement Across the Customer Journey

Mike StockerDirector, Business Development

Santi PieriniCOO & President