TABLE OF CONTENTS

6 Amy Inlow, CMO, Tracx Jon Baron, Chief Revenue Officer, IgnitionOne

9 Tjeerd Brenninkmeijer, CMO & Cofounder, Hippo, KimAnn King, CMO, SiteSpect

12 Steve Denton, VP and GM, Marketing Solutions, eBay Enterprise Sloan Gaon, CEO, PulsePoint

8 Andrea Ward, VP of Marketing, Oracle Marketing Cloud Tamir Sigal, CMO, GMC Software Technology

10 Douglas Karr, CEO, DK New Media, & Founder, Marketing Technology Blog Bonnie Crater, President & CEO, Full Circle Insights

7 Dan Smith, CMO, Outsell

5 Matt Scott, SVP of Strategy and Development, Crowdtap

11 Jeff Sopko, President, In-sights & Marketing, Baesman

MATT SCOTTSVP of Strategy and Development, Crowdtap @MatthewCScott @crowdtap

Most marketers are laser-focused on the ROI of their media investment. This focus on media yield, however, often overlooks the ultimate val-ue of the relationships they have with their con-sumers. Social media has spurred consumers to proactively seek out a two-way dialogue with brands, but the ad industry has only scratched the surface when it comes to unlocking the po-tential of a true “people-powered” future. We say that the voice of the customer is important, and yet we still view (and measure) consumers as impressions. This one-dimensional categori-zation of the people who—beyond purchasing your products—want to collaborate with your brand on product innovation and marketing fails to consider how a strong brand-consumer rela-tionship can drive powerful metrics such as loy-alty and advocacy.

Beyond relying on established measurement rubrics, marketers should also track the overall brand health of their communities by noting im-provements in metrics such as brand awareness, favorability, and Net Promoter Score. These types of lifts can bolster loyalty and spark word-of-mouth impact, which undoubtedly impact the bottom line in a world where people trust peer-to-peer recommendations and social me-dia above traditional advertising formats.

AMY INLOW CMO, Tracx @aeinlow @Tracx

At a time when the CMO is more accountable for sales and company growth than other com-pany executives, data-driven marketing is a central focus to marketing and sales organizations. Mining insights that provide consumption data—who, how, where, and when people interact with a brand’s content—is critical for honing campaigns to drive highly qualified lead generation, deliv-ering results against sales metrics, and enabling effective one-to-one audience engagement in an ever-evolving digital world.

With more than 2 billion social media users worldwide, quantifying marketing value in real time is more important than ever. Since social media is one of the most immediate ways to generate traffic

for brands, it’s important to use consumption metrics to determine ROI. Ultimately, we must know who our target is, where they are, and align our investments to find them, engage them, and build a relationship with them. If we don’t know who we’re marketing to, if we don’t understand their pain points, needs, desires, and if our strategies aren’t aligned to those factors, then we will never achieve a ROI.

Social media monitoring, using both text-based and visual listening, can provide in-depth social analytics that extract consump-tion data and can even uncover patterns in conversations that predict trends among customer or consumer segments. What does this mean for marketing ROI? It means that in addition to understanding our targets, and where and how they engage with our brand and products, we can act quickly to create highly relevant, personalized content campaigns to engage customers or consum-ers where and when they are talking about us. With this invaluable data, brands can hone marketing campaigns to deliver higher marketing ROI, to maximize engagement and drive lead generation.

JON BARON Chief Revenue Officer, IgnitionOne @IgnitionOneJB @IgnitionOne

In one word: integration. For marketers interested in both performance and ROI, it’s hard to accomplish that without the integration of data from across solutions and data stores. Only with the integration of data—connecting tools and point solutions into a single marketing hub for shared and actionable data—can marketers move past last-click attribution and into a full understanding of ROI and what spend worked, what spend was wasted, and what efforts can be refined, optimized, and improved.

This is tough to do without advanced data management. There’s inherent complexity in the countless tools that may connect a sale to a single marketing touchpoint, but each of those solutions creates a data silo, leaving a marketer back where they started without a complete view of what’s going on and unable to prove their own worth. Creating a clear path to attribution requires a well-integrated marketing hub, allowing customer data from across interactions to come together to influence future interactions and insights while mapping out those points of influence.By bringing together the complete lifecycle data on those who engage with your brand—from anonymous to known consumers across online and offline channels, including mobile—you gain the ability to tailor messages and get in front of the right audience at the best moment. This starts with the integration of data to support that complete customer journey including search, display, email, SMS, website engagement, and more.

DAN SMITHCMO, Outsell @dsmithc2 @outsell

Marketers need to do a better job of directly tying their mar-keting investments to sales. They need to get out of the busi-ness of relying on the idea that “more clicks are good” and move on to determining which marketing programs actual-ly translate into sales. For smaller businesses, this is typically a manual process. They first need to do the basics when it comes to measurement: match the opens and clicks to sales revenue. Their job is to understand who we engaged and who ultimately bought our products. From there, they should start breaking down their data. Which campaigns and offers per-formed the best? What do the buyers have in common? Are they of a similar age or income bracket? Do they tend to live in urban areas instead of rural? The goal is to not only track what worked (and understand metrics such as revenue per open, revenue per click-through, and revenue per transaction), but also why it worked. What are the common attributes the buy-ers share—if I know who buys what, I can start breaking down my customer base and provide more relevant offers to each segment. Bigger companies with larger databases also should be measuring incremental sales; i.e., how much more revenue was generated by the campaign as compared to people that received nothing at all? This can be done by creating a control group and comparing sales from that group with those that received specific marketing messages. This technique, also called lift against control, is the gold standard for marketing performance measurement.

ANDREA WARD Vice President of Marketing, Oracle Marketing Cloud@awatpa @OracleMktgCloud

Simply put, it’s all about mastering the data.Despite all the hype around big data, the reality is that data can be a double-edge sword for

marketers. It gives us the opportunity to optimize the customer experience and demonstrate our impact on the bottom line, but all too often the opposite is true.

With the sheer volume of data and data sources in today’s digital businesses, marketers often have to wrestle with fragmented systems and processes that can limit customer communications to one-off transactional messages—and that makes it almost impossible to tie marketing impact to revenue. We’ve all been there, and it can be like finding a needle in a haystack.

It doesn’t have to be that way though. To turn data into our friend and leverage the insights it provides to demonstrate a return on marketing investments, we need to unify data across inter-

nal systems with third-party data sources; this will allow us to connect disparate interactions to individual customers. This connec-tion enables us to embrace the unstructured nature of customer data by connecting behaviors that take place across a variety of online and offline channels to one unique person. And armed with richer profiles of our target audiences, we can use those insights to meet skyrocketing customer expectations and demonstrate a return on marketing investments.

TAMIR SIGAL CMO, GMC Software Technology @tamirsigal @gmc_net

The only way marketing can demonstrate a return on investment is to show the CEO that the importance of positive engagement is larger than isolated campaigns; it spans across the entire customer experience.

Today, marketing has more power than ever. We own the budget. We own the customers and how we engage with them. The result of this is marketing can’t only be focused on the point of sale or on onboarding; we’re forced to bring together creative communications across the entire organization, and across the entire customer journey. This starts by mapping the customer experience from your custom-ers’ eyes, helping to understand not only how customers interact with your company today, but also identify improvement opportunities for future communications.

For customer journey mapping to be effective, it’s critical to understand the customer’s first touchpoint to better manage how to deliver each interaction. The next step to ensuring effective communications is to create a cross-functional team that takes inventory of all communications sent to the customer and how each communication project preempts, interacts with, or follows other communications in the enterprise. This includes any stage in the customer lifecycle, such as marketing, sales, contracts, servicing, billing, policies, card fulfillment, compliance communications, social media posts, and account renewals.

Creating this type of extensive communications portfolio helps a company speak with one voice, which is critical in delivering a unified customer experience that fosters the type of loyalty reflected in the bottom line.

KIMANN KING CMO, SiteSpect@kimannking @sitespect

In B2B marketing it’s important to be able to attribute customer acquisition to your specific efforts. So, for me, capturing and tracking lead source as a means of first-touch attribution for new deals is critical. Unfortunately, we’ve often needed expensive analytics platforms to do this in the past, and without them it was very difficult. For example, I could tell how many leads came from which channels, but I couldn’t tell you who they were without some major gymnastics. Now, more nimble and less expensive solutions, such as marketing automation platforms, have come to the forefront and identify the lead source for each lead. I can track those leads toward close and understand which channels are our best sources for customers. That makes demonstrating a return on investment much easier. You’ll want to track whether marketing either sourced or influenced revenue. For example, did leads that turn into new customers click on an ad or a social post, download a whitepaper, read your newsletter, view a webinar, click on an email, or visit you at a trade show, or something else? If one of those things was the first touch, you’d consider it a marketing-sourced lead. But marketing does not source 100% of net new customers; if we did, we wouldn’t need the sales team. So, it’s important to know what marketing activities also influenced the buyer journey for sales-sourced leads. That way, you have an accurate and complete view of marketing’s contribution to the business.

TJEERD BRENNINKMEIJER CMO & Cofounder, Hippo @tbrenninkmeijer @OneHippo

Businesses are increasingly recognizing that content is the backbone of the digital experience, so it’s no surprise that in 2015 our content marketing investments are on the rise. But while marketers understand the importance of content creation—and the business is putting significant funds behind its efforts—many are still searching for the right solution to truly measure how content is performing and helping to drive the customer journey. To demonstrate return on investment, marketers need ac-cess to relevant, real-time analytics and a continuous feedback loop to drive their strategy and show the true value that their content brings across the business—from engaging visitors and increasing conversions to improving SEO and website traffic.

To deliver meaningful results, today’s content strategy must go beyond developing and managing content. With the right analytics, marketers must focus on continuously measuring and improving content performance as it aligns with business goals through all stages of the customer journey. With a focus on content performance, marketers can drive a personalized and powerful digital experi-

ence—ultimately, turning visitors into leads and showcasing to the business how their efforts influence the sales cycle. As marketers continue to look for ways to prove their value, they need to make it a priority to do more than just manage content.

To recognize true ROI, marketers need actionable insights to fuel a data-driven content strategy. It’s with these insights that content can truly perform, and marketers can finally demonstrate the return on the business’s marketing investment.

DOUGLAS KARRCEO, DK New Media, and Founder, Marketing Technology Blog @DKnewmedia

There are a slew of technologies that enable marketers to accurately measure volume, behavior, and, ulti-mately, on- and offline conversions. Understanding the metrics available and how they impact conversions is essential, as is recognizing how those metrics are trending over time. Perhaps the best gauge available is search, which is a complex algorithm that weighs all the aspects of a brand’s authority and popularity online. Growth in organic search volumes and ranking can be directly correlated to sales and even offline retail visits.

Companies should be using platforms that measure their Web presence, ranking, and share of voice, and then correlating that to their sales to provide accurate measurement of their marketing return on in-vestment. Ensuring that every marketing effort is traced from a conversion back to the source will provide the highest accuracy. Marketers can use social publishing, email, and mobile marketing platforms to em-bed campaign tracking in every shared piece of content. Additionally, marketers can use phone number tracking to track inbound calls from cross-channel campaign efforts by changing the phone number by source and logging it directly within analytics.

It’s important to keep in mind that building trust along with your authority as a brand takes time, so not every effort will see re-sults overnight. Companies often invest heavily in their headquarters, but rarely does someone ask what the ROI of the lobby was. Some marketing has impact but is almost impossible to measure.

BONNIE CRATER President and CEO, Full Circle Insights @BonnieCrater @fc_insights

Traditional campaign ROI is dead. Well, not entirely, but I got your attention right?The main problem with campaign ROI is not the metric itself but the fact that the underlying data used to cal-

culate it is often flawed. ROI is defined as: [campaign revenue – campaign cost] / campaign costBut if you don’t have the real picture of your marketing attribution, how can you get an accurate ROI calculation?Think about it this way: If you’re using a marketing automation tool or CRM software, then your standard marketing

attribution is first or last touch (meaning all the revenue associated with a won deal gets credited to only one cam-paign). In today’s complex B2B selling environment there is rarely just one campaign that played a role in creating an opportunity. So, your ROI calculations are fundamentally flawed because your campaign attribution isn’t right.

More sophisticated marketers have moved to a multi-touch attribution model that spreads the revenue from an opportunity equally across every campaign that touched it. This provides a more accurate ROI number than single-touch attribution models because at least every campaign now gets some credit. However, this still provides an incomplete marketing attribution and ROI picture because each campaign didn’t influence the creation of that opportunity equally.

Modern marketers need more than that; they need weighted campaign influence. Weighted campaign influence analysis lets you use different criteria—such as campaign type, the role of the person who interacted with the campaign, when the campaign touch happened, etc.—to weight your campaigns. Using this method enables you to get a much clearer picture of which campaigns actually impact revenue and assign revenue credit to them accordingly.

Not only does weighted campaign influence provide the most accurate marketing attribution data, but by doing so it ensures that your ROI calculations are accurate, as well.

JEFF SOPKOPresident, Insights & Marketing, Baesman@SopkoJeff @Baesman

In today’s hyper-competitive and highly promotion-al world, brands need to have the marketing funda-mentals in place to prove return on their marketing investments. There are more channels to shop, de-vices for transacting, and ever-expanding redemp-tion periods, which all further complicate campaign attribution and overall program measurement.

The good news is by following proven campaign best practices you can properly plan, read, mea-sure, and analyze your marketing effectiveness. It all starts with customer data that you can mine for valuable behavioral insights beyond the traditional RFM metrics. You can then use these insights to develop a fact-based campaign strategy. Apply a targeted and appropriate offer that can be con-trolled effectively across channels and you’re well on your way to a great result.

Next, you must properly set up the campaign for execution and measurement in a way that al-lows you to not only attribute sales, but also to read incremental results. Understanding the in-crementality of a campaign is the real measure of effectiveness. However, to do so requires direct marketing experience and analytical sophistica-tion. You can determine the incremental lift by creating statistically significant holdout groups at the segment or decile level, then reading the results for both audiences to determine what ac-tually takes place beyond the natural shopping behavior that always will occur from your brand loyalist. Doing this establishes the true measure of campaign effectiveness and sets the stage for determining your marketing ROI.

SLOAN GAON CEO, PulsePoint @PulsePointBuzz

Marketers understand the importance of evaluating campaigns for both brand impact and tangible performance goals, such as direct sales. For marketers to demonstrate a clear ROI they have to stop thinking in traditional ROI terms and embrace a new way to measure return on marketing spend: return on engagement (ROE).

We believe ROE is a way to rewrite and rewire the marketing playbook as we know it today. ROE is a way to look at the performance of a campaign. New, sophisticated technologies have helped the ad ecosystem to solve for previous measurement and tracking gaps so we’re now able to determine ROE using metrics like time spent, scroll rate, and shares. ROE as a campaign metric is particularly important considering the rise of content marketing. Savvy content marketers know that the results of a campaign need to focus on meaning-ful conversations—true engagement.

Tracking marketing performance can be like a winding road, and ROE shifts us away from the traditional sales funnel toward a new consumer engagement loop. This loop focuses on continual awareness and the interactions and conversa-tions that lead to conversions. Think of it as a continuous engagement cycle that moves the marketing industry away from focusing measuring performance by “getting that click” and instead to focusing on time spent and deeper interactions, drawing consumers toward your brand and enlisting them as loyalists and evangelists.

ROE allows the brands of the future to measure what really matters: meaningful conversations and brand engagements.

STEVE DENTON VP and GM, Marketing Solutions, eBay Enterprise @eBay Enterprise

Today we have the insight to attribute credit based on channel incrementality with algorithmic attri-bution models. Brands need to reinforce multichannel attribution measurement, as well as a holistic marketing strategy to manage inefficiencies and optimize against cross-channel cannibalization. Using an algorithmic attribution model ensures that those optimization decisions are made based on a mar-keting tactic’s true incremental impact on driving conversion.

The majority of online conversions include multiple marketing touchpoints, particularly for customers unfamiliar with a brand. This unveils the next great measurement opportunity in marketing: using future customer value when attributing credit to channel contributors of the past. The next step is to take ROI measurement to new heights by combining algorithmic attribution with customer lifetime value.

As the world of big data continues to mature—and other analytics data converges—more and more leaders in the space will commit to an optimization strategy that attributes credit to campaigns based on the lifetime value of the customer segment acquired.

Marketers have used last-click models to credit the most recent channel with the most recent results for too long. As businesses look to advance their measurement and marketing strategies, conversion

value today will be refined to consider the value tomorrow, and the past contributors will be credited accordingly. The marketers who commit to an optimization strategy that combines CRM and attribution data will undoubtedly see their ROI in a whole new light—and gain market share in the process.