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Getting More Out Of Marketing Analytics
Elevate 2011



Cody Crnkovich
Sr. Director, Powered by Partnerships
cody@gooddata.com
(415) 763-5799
    @codycrnkovich
Agenda
•  GoodData at a Glance
•  Partnership Recap
•  Marketing Analytics Overview
•  Understanding the Reporting Environment
•  How-to / Demo
•  Premium Analytics Sneak Peak
•  Q&A


                                              2
GoodData At a Glance
GoodData at a Glance
•    Connect business
     people to business data
•    Provide platform for
     companies to measure
     and continually improve
     their business
•    Operational dashboards,
     advanced analytics, data
     warehousing and
     integration, all as an on-
     demand service


               Platform Overview	

   Q4 2011
Platform Overview	

   Q4 2011
It starts with Apps

       Zendesk
               SalesforceSales         PardotMarketing   Google AnalyticsWeb    GoodDataSubscription
   Support Analytics
            Analytics
              Analytics
          Analytics
             Analytics




           Get                 FacebookSocial         SugarCRMSales     MarketMetrixCustomer
                                                                                               AurixCustomer Contact
 SatisfactionCommunity            Analytics
             Analytics
             Sat.
                                                                                                     Analytics
     Health Analytics




       Microsoft             FinancialForcePSA       ExactTargetEmail       Omniture
                                                                                                 SAPERP Analytics
 DynamicsCRM Analytics
           Analytics
            Analytics




                        Platform Overview	

     Q4 2011
Instant Extensibility Example


                       +
                          +
  Marketing
                              Web
          CRM



  Lead                                   to             Cash




               Platform Overview	

   Q4 2011
Partnership Recap
Partnership Timeline

   Q4’10	

          Q1’11	

           Q2’11	

         Q3’11	

           Q4’11	

       Q1’12	




Partnership	

Announced	

 Elevate 2010	

                         Beta	

                                                                                                      Premium Product	

                                        Begins	

    Product	

                                         Scheduled for	

                                                     Rework	

                                             Launch	

       Integration	

      Pardot API	

                   Customer	

             Base Product	

          Begins	

         Updates	

                   Discovery Ends	

           Launches	

                   GoodData 	

                             150+ Betas	

                    Platform	

                                     Premium Product	

                    Updates	

                                        Work Begins	

                                Company Overivew	

 Q4 2011
What took so long???
•  Seamless experience
•  Updates/improvements required
   •  Pardot APIs
   •  GoodData platform
•  Needed more valuable Base product
   •  Custom fields
   •  Tags and more



        Company Overivew	

 Q4 2011
Where are we now???
•  Ending beta
    •  2+ quarters
    •  150+ participating companies
    •  Great customer feedback


•  Launching Base product for everyone
    •  Scheduled for Thanksgiving release
    •  November 23rd / 24th


         Company Overivew	

 Q4 2011
Base Marketing Analytics Overview
Understanding the GoodData
Reporting Environment
GoodData reporting

                                          WTF is a
                                         “What”???	





                                             HTF do I use the
                                               “How”???	





     Platform Overview	

   Q4 2011
The “What” and “How”
•  What = “What do you want to measure?”
    •  A Metric
    •  Can be summed or averaged


•  How = “How do you want to break it down?”
    •  An Attribute
    •  Can’t be summed or averaged




         Platform Overview	

   Q4 2011
The “What”

 Prospect	
  Name	
                    Create	
  Date	
     Grade	
     Score	
  
 Bob	
                                 01/01/2011	
         B	
             50	
  
 Sally	
                               03/11/2011	
         C	
             70	
  
 Jo	
                                  05/24/2011	
         A	
             60	
  
 Sara	
                                08/07/2011	
         D	
             40	
  
 Steve	
                               06/30/2011	
         B-­‐	
          20	
  
 Danielle	
                            11/11/2011	
         B+	
            80	
  




                Platform Overview	

   Q4 2011
The “What”

 Prospect	
  Name	
                    Create	
  Date	
         Grade	
                 Score	
  
 Bob	
                                 01/01/2011	
             B	
                         50	
  
 Sally	
                               03/11/2011	
             C	
                         70	
  
 Jo	
                                  05/24/2011	
             A	
                         60	
  
 Sara	
                                08/07/2011	
             D	
                         40	
  
 Steve	
                               06/30/2011	
             B-­‐	
                      20	
  
 Danielle	
                            11/11/2011	
             B+	
                        80	
  
                                                                     Average	
  =	
      53.3	
  



                Platform Overview	

   Q4 2011	

                                                            =AVERAGE(50,70,60…)
The “What”                                                  =AVERAGE(50)	



 Prospect	
  Name	
                    Create	
  Date	
        Grade	
                 Score	
   Average	
  
 Bob	
                                 01/01/2011	
            B	
                         50	
         50	
  
 Sally	
                               03/11/2011	
            C	
                         70	
         70	
  
 Jo	
                                  05/24/2011	
            A	
                         60	
         60	
  
 Sara	
                                08/07/2011	
            D	
                         40	
         40	
  
 Steve	
                               06/30/2011	
            B-­‐	
                      20	
         20	
  
 Danielle	
                            11/11/2011	
            B+	
                        80	
         80	
  
                                                                    Average	
  =	
      53.3	
  



                Platform Overview	

   Q4 2011	

                                                                          =AVERAGE(20)
The “How”
=AVERAGE(Bob,Sally,…)?	

 Prospect	
  Name	
                    Create	
  Date	
     Grade	
     Score	
  
 Bob	
                                 01/01/2011	
         B	
             50	
  
 Sally	
                               03/11/2011	
         C	
             70	
  
 Jo	
                                  05/24/2011	
         A	
             60	
  
 Sara	
                                08/07/2011	
         D	
             40	
  
 Steve	
                               06/30/2011	
         B-­‐	
          20	
  
 Danielle	
                            11/11/2011	
         B+	
            80	
  




                Platform Overview	

   Q4 2011
How-to/Demo
Premium Analytics Sneak Peak
Funnel with velocities




      Platform Overview	

   Q4 2011
Waterfalls




     Platform Overview	

   Q4 2011
Performance trending




     Platform Overview	

   Q4 2011
THANKS!
Questions? @gooddata

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Pardot Elevate 2011: Getting More Out of Marketing Analytics with Pardot and GoodData

  • 1. Getting More Out Of Marketing Analytics Elevate 2011 Cody Crnkovich Sr. Director, Powered by Partnerships cody@gooddata.com (415) 763-5799 @codycrnkovich
  • 2. Agenda •  GoodData at a Glance •  Partnership Recap •  Marketing Analytics Overview •  Understanding the Reporting Environment •  How-to / Demo •  Premium Analytics Sneak Peak •  Q&A 2
  • 3. GoodData At a Glance
  • 4. GoodData at a Glance •  Connect business people to business data •  Provide platform for companies to measure and continually improve their business •  Operational dashboards, advanced analytics, data warehousing and integration, all as an on- demand service Platform Overview Q4 2011
  • 6. It starts with Apps Zendesk SalesforceSales PardotMarketing Google AnalyticsWeb GoodDataSubscription Support Analytics Analytics Analytics Analytics Analytics Get FacebookSocial SugarCRMSales MarketMetrixCustomer AurixCustomer Contact SatisfactionCommunity Analytics Analytics Sat. Analytics Health Analytics Microsoft FinancialForcePSA ExactTargetEmail Omniture SAPERP Analytics DynamicsCRM Analytics Analytics Analytics Platform Overview Q4 2011
  • 7. Instant Extensibility Example + + Marketing Web CRM Lead to Cash Platform Overview Q4 2011
  • 9. Partnership Timeline Q4’10 Q1’11 Q2’11 Q3’11 Q4’11 Q1’12 Partnership Announced Elevate 2010 Beta Premium Product Begins Product Scheduled for Rework Launch Integration Pardot API Customer Base Product Begins Updates Discovery Ends Launches GoodData 150+ Betas Platform Premium Product Updates Work Begins Company Overivew Q4 2011
  • 10. What took so long??? •  Seamless experience •  Updates/improvements required •  Pardot APIs •  GoodData platform •  Needed more valuable Base product •  Custom fields •  Tags and more Company Overivew Q4 2011
  • 11. Where are we now??? •  Ending beta •  2+ quarters •  150+ participating companies •  Great customer feedback •  Launching Base product for everyone •  Scheduled for Thanksgiving release •  November 23rd / 24th Company Overivew Q4 2011
  • 14. GoodData reporting WTF is a “What”??? HTF do I use the “How”??? Platform Overview Q4 2011
  • 15. The “What” and “How” •  What = “What do you want to measure?” •  A Metric •  Can be summed or averaged •  How = “How do you want to break it down?” •  An Attribute •  Can’t be summed or averaged Platform Overview Q4 2011
  • 16. The “What” Prospect  Name   Create  Date   Grade   Score   Bob   01/01/2011   B   50   Sally   03/11/2011   C   70   Jo   05/24/2011   A   60   Sara   08/07/2011   D   40   Steve   06/30/2011   B-­‐   20   Danielle   11/11/2011   B+   80   Platform Overview Q4 2011
  • 17. The “What” Prospect  Name   Create  Date   Grade   Score   Bob   01/01/2011   B   50   Sally   03/11/2011   C   70   Jo   05/24/2011   A   60   Sara   08/07/2011   D   40   Steve   06/30/2011   B-­‐   20   Danielle   11/11/2011   B+   80   Average  =   53.3   Platform Overview Q4 2011 =AVERAGE(50,70,60…)
  • 18. The “What” =AVERAGE(50) Prospect  Name   Create  Date   Grade   Score   Average   Bob   01/01/2011   B   50   50   Sally   03/11/2011   C   70   70   Jo   05/24/2011   A   60   60   Sara   08/07/2011   D   40   40   Steve   06/30/2011   B-­‐   20   20   Danielle   11/11/2011   B+   80   80   Average  =   53.3   Platform Overview Q4 2011 =AVERAGE(20)
  • 19. The “How” =AVERAGE(Bob,Sally,…)? Prospect  Name   Create  Date   Grade   Score   Bob   01/01/2011   B   50   Sally   03/11/2011   C   70   Jo   05/24/2011   A   60   Sara   08/07/2011   D   40   Steve   06/30/2011   B-­‐   20   Danielle   11/11/2011   B+   80   Platform Overview Q4 2011
  • 22. Funnel with velocities Platform Overview Q4 2011
  • 23. Waterfalls Platform Overview Q4 2011
  • 24. Performance trending Platform Overview Q4 2011

Notas do Editor

  1. Combo of prebuilt and/or custom apps to provide solution for each unique requirement or use case.