vidya peters
TRANSCRIPT
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Data Driven Corporate Marketing
Vidya Peters, VP of Corporate Marketing, MuleSoft@vidya_peters & linkedin.com/vidyapeters
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Why does data matter in marketing?
1. Evaluates performance objectively2. Tells you where to focus3. Accelerates rapid and informed decision
making
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Funnels are easy to measure: click throughs, trial, 1st time use, subscription, retention, advocacy
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But measurement is even more important in the less intuitively quantifiable areas of marketing
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Measurement best practices
No more than 3 metricsCritical few to support, not paralyze decision making
Objective not subjective dataNo good/bad, high/low type ratings
Data that tracks over timeNo one time surveys
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Brand Awareness
Brand recall: Annual survey
Direct traffic and search volume data
Share of voice
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Creative design
Conversion growth through A/B testing
Creative brief delivery score
External validation and awards
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Web development
Site performance
Productivity
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PR & AR
Leadership in top analyst reports
Share of voice over time
Tier 1 coverage growth over time
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Developer relations and marketing
Growth in community
Product signups
Growth in champions
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Talent marketing
Traffic
Referrals/applications
% offers/applications
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Questions?
Connect with me on LinkedIn at /vidyapeters or follow me on Twitter @vidya_peters