HINDSIGHT TO FORESIGHT:

ILLUMINATING YOUR DIGITAL

MARKETING BLINDSPOTS
DIGITAL MARKETING
TAKES OVER THE WORLD
Online marketing for e-commerce continues to change at
an ever-faster pace: Customer expectations for options in
product selection, speed of delivery, and ultimate satisfaction
have replaced yesterday’s salesperson and brick-and-mortar
establishments with a variety of digitally-based real time
marketing means to attract, service, and retain your customer.
Disruptive influences abound, including a ceaseless stream
of digitally-born companies run by digital natives, with new
business models, who threaten to do to retail what Uber and
AirBnB have done to transportation and lodging. Meanwhile,
Amazon continues to morph from channel to competitor to the
new 800-pound gorilla in paid search, and understanding your
Amazon strategy, from “co-opetition” to keywords, becomes
even more important.
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That means your digital marketing efforts have and will continue
to include more digital programs, and your results must be data-
driven for validation, enhancement or termination. You need
systems fast enough to provide real-time performance reporting,
nimble enough to augment successful campaigns on the fly and
remediate failures, and sophisticated enough to tie marketing
results to overall business metrics, including revenue forecasts,
pipeline, and ultimately bottom-line revenue achievement.
Traditional 12-month planning cycles are just too slow: Digitally-
born enterprises move at lightning speed, and companies
with one foot in bricks and one foot in clicks need to become
just as nimble with unified reporting, same-day performance
assessments, and optimized spending and operations.
The future’s not bright for those who won’t adjust, and the
daily headlines show us what happens to those who can’t.
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NEW RULES, NEW ROLES
With the change in strategies in a
digital marketing world comes the
expanded influence of the marketing
leader. From CMO to marketing VP
and even to functional marketing
team members, the marketing guru
is now responsible for expanded
responsibility and accountability
across the entire organization.
Leading industry analysts report that in
over 30% of enterprises, Marketing has
absorbed functions, and sometimes even
entire departments, from IT, Sales, and
customer experience, with those teams
now reporting directly to the CMO. The
relationships between the CMO and the
CIO have become even more critical
due to this tilt in reporting structure and
responsibilities produced by the digital
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marketing revolution. And most importantly,
marketing heads are now on the chopping
block to deliver more than just taglines,
banner ads, and tweets: They are front-and-
center for overall business success through
optimizing marketing campaign execution,
making accurate and timely forecasts, and
achieving revenue targets.
BUDGET, BUDGET,
WHO’S GOT THE BUDGET?
And then there’s the money. Who has the
influence and authority to allocate and
access funds across the organization as a
whole? Who calls the shots and justifies
where funds are intelligently allocated and
effectively spent?
Again, analysts cite some astonishing
research: Marketing budgets are now often
the largest in the enterprise, outstripping
even IT. And of that pool of money, it’s
estimated that 29% of total CMO spend
in 2019 will go to digital marketing. Where
does all the money go?
The average e-tailer in the IR500
maintains a martech stack with over
90 different applications. These include
online advertising, analytics, marketing
automation, CRM, and social media. And
with little or no integration or unified
reporting between these apps, Marketing’s
ability to consolidate results quickly enough
to positively adjust marketing campaigns
in reaction to predicted revenue outcomes
is virtually non-existent. The deluge of data
has simply become too overwhelming for
any human, or group of humans, to even
collect it all, much less analyze it and act
within any effective time frame.
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THE NEED TO MAKE SENSE
OF COMPLEXITY
In the new world of digital marketing,
Artificial Intelligence (AI) and Machine
Learning (ML) will be the technologies
that help drive the growth and success
now entrusted to your increasingly digital
marketing organization. According to a
leading CRM application provider, 53%
of marketers plan to adopt AI/ML in their
digital marketing plans in 2019 and beyond:
Proportionately, it will be their largest
growth in spend.
Given new responsibilities and budget, how
do marketers logically make sense of all
these changes and complexities in order to
increase pipeline, drive faster sales, increase
average customer value, and proclaim
Marketing the revenue hero? To recap:
• Digital marketers reporting to the CMO
are on the revenue hook, with both
added budget and greatly-increased
responsibilities.
• There’s a plethora of martech applications
but no way to consolidate results or
perform marketing campaign forecasting.
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• There’s no way to obtain recommendations
for improvement based on your data,
rather than broad industry averages.
• You need cost-effective ways to apply
AI and ML to fuel digital growth and
efficiencies, as quickly as possible.
EVOLVING FROM HINDSIGHT TO
FORESIGHT
The net-net is that it’s impossible to attempt
and accomplish any of the above without
an understanding of how online digital
marketing initiatives affect your customers,
your pipeline and your revenue. Managing
marketing in the dark is simply not an option.
Modern retail enterprises survived for over
a century with decision-making based on
reporting delayed by days―or by weeks.
Such hindsight just won’t do anymore:
You need foresight to survive and
thrive.
The Digital Marketing Stack
The number and variety of martech applications continue
to grow, while organizations struggle to make sense of
disparate data and siloed reporting related to the success
of their overall digital marketing investment.
Operational questions that matter:
• Are your return on ad spend (ROAS) and sales
conversions exceeding your goals?
• Are you manually pulling digital marketing
data (email campaigns, PPC, ad platforms,
CRM, Google Sheets, xls, etc.) to then unify the
information ahead of executive meetings?
• How are digital marketing investments affecting
your marketing campaign performance and
revenue attainment, positively and negatively?
• Can you accurately predict revenue shortfalls,
and react in time to prevent them?
• What online marketing insights might you be
missing that could change your business?
• Are you applying AI/ML to your sales revenue
and pipeline conversions — today?
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SHINE A LIGHT: USING AI/ML
TO IMPROVE DIGITAL MARKETING PERFORMANCE
conDati is at the forefront of applying leading-edge data science specifically to marketing operations and digital marketing data. The objective is
to improve digital marketing campaign performance: search and email, across platforms and omnichannels, from top-level “super campaigns” all
the way down to individual adwords. conDati can help you understand attribution by program, best times and days to launch campaigns, which
campaigns will generate revenue within a given start-to-finish calendar span, and many more topics that help you increase revenue, allocate
spending, accurate forecasting and improve campaign ROI.

CAMPAIGN HIERARCHY: GAIN INSIGHT REAL-TIME ANALYTICS FOR AMAZON ADS

A retail digital marketing leader responsible for client acquisition and
retention will require insight into how digital marketing campaigns
are performing whether the execution is in-house or provided by
a marketing agency. The hierarchy above shows the live status of
campaigns (red, yellow, green) based on preset thresholds defined
by the marketers, and it provides a holistic view from parent
campaign to the individual ad campaigns (e.g. Facebook ad, Twitter
ad, or any other platform) on any given device (mobile, tablet,
desktop). Each tile provides instant insights into ad cost, sessions
and sales revenue from the ad.
Even though it’s a relatively new platform, Amazon Ads is taking its
place among the heavyweights of digital marketing. The problem
is, analytics for Amazon Ads aren’t nearly as mature as they are
for other platforms. But marketers need the full-funnel view of
performance on the Amazon channel, updated constantly: conDati’s
pre-configured analytics dashboard for Amazon Ads puts the entire
funnel, from impressions to revenue, right in your browser, updated
with results every few minutes. Need details about different ad
groups? Click into any metric to understand performance across
campaigns, ad groups, and specific adwords.

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 OPTIMIZING PAID SEARCH
Competitive keywords cost a bundle. How does the PPC expert know
whether the value of adding even more budget, to a campaign, ad
group, or specific keyword? Is that marginal dollar going to return
the same conversion rate? Does it have upside potential, or have you
already oversaturated your target audience and created ad fatigue?

conDati’s ML capabilities answer these questions and more. In

this case, the enterprise was spending $1 million per year on one
particular keyword. conDati’s system calculated that the market was
oversaturated, and in fact fewer views would perform almost as well.
Marketing cut their spend on that keyword by 43% ― and kept 93%
of their conversion volume. Nearly $500,000 in PPC budget became
available to spend on other, less competitive keywords and phrases,
which more than made up for the “lost” 7% of conversions!

CROSS-PLATFORM, CROSS-CHANNEL,
CROSS-CAMPAIGN REPORTING - IN REAL TIME
Dashboards can show many insights: for a single platform, such as
Amazon, or for all your digital activities.

Client acquisition and retention leaders, digital marketing leaders and digital
practitioners need to know what’s happening on every platform, not just one.
Visiting the siloed reporting systems for every piece of martech doesn’t leave
any time to do actual marketing. An integrated dashboard that captures all
your digital marketing results, and updates itself very few minutes, gives
hands-on marketers the information they need to make changes, in time
for those changes to make a difference. Need to know how your Amazon
campaigns are performing against Google, or how Ad Group A is performing
against Ad Group B, on both platforms? Just click to drill.

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 WHAT WOULD YOU CHANGE IF YOU KNEW THE FUTURE?
Real-time campaign performance dashboards give campaign
managers and digital marketing specialists what they need to improve
operations; CMOs need to know how well operations are actually
delivering. Every January we read about what happens to retailers who
missed their revenue “forecast” ― which isn’t really a forecast, it’s an
aspirational promise to shareholders. Then the reports come in from
the holiday rush, and they find out after the fact that the results missed
the promise. What if instead you had an actual forecast calculated
from your own real data, that told you well in advance whether you
were going to deliver on your promise or not, and if not, by how
much you were going to miss? So that you had time to take action in
advance?
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conDati’s data-science forecasts use your own historical performance
data―all of it, not just statistical samples―to create revenue forecasts
that update as you change tactics. In the image above, the CMO at
this IR500 e-tailer learned in mid-January that he would miss his year-
end target (green line) by 7% (red line). For the next month the digital
marketing team changed strategies, tactics, and programs, and in mid-
March actual revenue (yellow line) started to move up vs. plan (green)
… and up… and up... and ended the year at 3% above plan. Learn
next January that all your heroic efforts this December still gave you
a 7% miss? Or plan thoughtfully, well in advance, and watch as your
December campaigns take you over the finish line? The choice is yours.
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PUTTING IT ALL
TOGETHER
Step 1 - Analytics are simply ineffective
if they use incorrect or incomplete data.
Manual manipulation using siloed and
disparate sources, including spreadsheets,
don’t make the grade. The prerequisite
for advanced marketing analytics is to
identify all the performance data from your
most important martech systems, from all
campaigns, historical and as-it-happens, and
collect it into a single unified data asset.
Step 2 - Blend and analyze the data to
obtain current performance benchmarks,
to enable you to learn and understand
the behavior of existing digital marketing
programs. Once you have a baseline
for program comparison, you can begin
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Data-Science-As-A-Service
No Consulting, No IT
Activation in Minutes, ROI in Days
DAY 1
Access to your key marketing systems
happens in minutes
DAY 2-3
Discovery meeting takes only an hour of
your time
to apply AI, ML and data science to
drive accurate forecasts and intelligent
recommendations for optimizing your omni- DAY 5 & ONWARDS
channel campaigns.
Insights and Recommendations delivered
Step 3 - Marketers — from the CMO to to you and your team, right in your browser
the digital marketing leader to the digital Review Results with our data science team
practitioner — gain instant and continuous
data updates delivered through live
dashboards, reports and alerts. Role-
based information is delivered with context
and in a timely fashion — so marketers
can take intelligent actions based on For more information on how to get
recommendations such as shifting ad spend started, email us at:
to a proven channel, and shifting timing of marketing@condati.com
campaign launch.
8
THE FUTURE OF E-TAIL ANALYTICS:
LOOKING FORWARD, NOT BACK
It’s been an axiom for a hundred years that
“half of all advertising is wasted; it’s just
that nobody knows which half.” And it’s not
news that the world of digital marketing
is changing. As digital marketing budgets
skyrocket and e-commerce becomes the
primary source of pipeline and revenue,
merely looking back at past campaign
results does not suffice: As the infomercials
say, “Past performance is no indication of
future success.”
Innovative digital marketing initiatives conDati can truly be your central bright light
demand equally innovative ways to ensure to ensure organizational success in today’s
every program and its associated investment digital and data-driven world.
truly deliver the goods. Whether it’s taming
the Amazon elephant, keeping those digital
natives at bay, or just having the satisfaction
of being able to see into the future, conDati
will help ensure that your year-end headline
reads: “Revenue goals exceeded!”

Marketers of all stripes, from executives to

campaign managers, need to move from
hindsight, to insight, to foresight in planning,
managing, and operating their digital
marketing programs.

conDati’s cloud-based marketing analytics

solution generates both insights and
actionable recommendations for how, when,
and where to shift budget allocations to
achieve higher marketing ROI and eliminate
the half of the marketing spend that is
currently being wasted.

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 ABOUT CONDATI
conDati arms digital marketing leaders with a data-science-as-a-service
solution. We give marketers 100% confidence in their digital marketing
campaign data, boost productivity by 10x-50x, and increase conversions by 10%
to drive acquisition and retention.

We do this by unifying multi-channel campaign data, quantifying sales and

pipeline conversions, and by using data science, Machine Learning & AI to drive
accurate forecasts and intelligent recommendations for optimization. Digital
marketers gain timely information through alerts, reports and live dashboards —
resulting in optimum campaign results and return on ad spend.

We are here to help digital marketers manage complexity, play offense backed
with data and drive top-line growth.

Find out more at www.condati.com

Email us at marketing@condati.com

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