Connect the Dots in Marketing Using Data
Speaker: Anish Jariwala | Digital Marketing Strategy & Insights, Informatica
You are a marketer in the digital age. That means you have more data than ever before. You’re amassing data from your implementations of Adobe, Marketo, Demandbase, RIO SEO, and Salesforce every single minute of the day. But how do you combine it all to understand the entire customer journey so you can create most impactful marketing programs?
Join us for the data-powered session where you'll get an inside look at how Informatica connected data from various marketing applications to generate a unified, end-to-end view of the buyer’s journey— from the first touch all the way through the sales process (all viewed via a Tableau dashboard). We’ll share how we did it, what we learned, what our results were, and other key takeaways so you can put your own data plan into action.
We'll go deep as we look at: data mining marketing responses by account and territory; advanced multi-touch attribution showing which marketing channels, programs and offers are driving revenue; segmentation for Account Based Marketing (ABM); and more.
At the end of this session you will be able to:
- Answer this old age question: What's really working in marketing?
- Determine value appropriation in marketing from data and insights
- Work around data silos in your marketing apps that prevent you from reaching marketing nirvana