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1、E-BOOKThe Modern Marketers Guide to Data Analytics 0203050709111213IntroductionUse Case#1Bring All Your Marketing Data TogetherUse Case#2Understand Your Customers in Real-TimeUse Case#4Measure Campaign Performance and Marketing ROIUse Case#3Customer Segmentation and Lead PrioritizationUse Case#5Gene

2、rative AI and AutomationMake Every Marketing Decision Data-DrivenAbout AlteryxIntroductionUsing data effectively is the biggest determiner of success for marketing teams yet only 53%of marketing decisions are based on data,according to research from Gartner.With the growing complexity of data types

3、and sources,the impending loss of third-party cookies,and the rising costs of data talent,its never been more difficult to use data to guide your marketing strategies.Enter modern analytics.In this e-book,we cover how easy-to-use modern marketing analytics tools like Alteryx can help anyone on your

4、marketing team easily unlock real-time insights to understand customers,optimize campaigns,and increase ROI.“Over half(56%)of customers now expect offers to always be personalized no matter the channel.In turn,brands are investing in a combination of channels and technologies to tailor outreach and

5、build lasting relationships wherever their audiences spend time.”“Salesforce Report:Nearly 90%Of Buyers Say Experience a Company Provides Matters as Much as Products or Services2 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSYour data can help you improve campaign performance,optimize budget,qualify l

6、eads for sales to engage,and so much more.But sometimes often the hardest part about working with marketing data is simply uploading it into required systems,such as a customer relationship management(CRM)or marketing automation platform.The process of transferring offline data that could be structu

7、red or unstructured and across different sources to an online environment for marketing needs is what we call data onboarding,and it spans demand generation,customer interaction,and other externally sourced data.Its a vital process toward understanding customer behavior and becoming a data-driven ma

8、rketing team.If you dont have the right data in the right place,theres no sense in investing the resources and time toward measuring or analyzing it.What makes onboarding marketing data so time-consuming is that it involves data from a variety of external and often disparate sources,meaning it isnt

9、standardized.Its up to your marketing team to comb through the data and stitch it into something useful for CRMs,marketing analytics platforms,or business intelligence(BI)tools.Microsoft Excel is a common tool of choice its helpful and gets the job done but,like any manual process,it takes time,is e

10、rror-prone,and limits what you can do with the data.Not to mention,theres a limit to how many rows of data you can work with(1,048,576).Weve seen many marketers lose days to Excel spreadsheets with little to show for it.Use Case#1Bring All Your Marketing Data Together3 THE MODERN MARKETERS GUIDE TO

11、DATA ANALYTICSWITH ALTERYX,YOU CAN:Build reports faster:Manual data preparation processes can prevent data professionals from leveraging their expertise to find new insights.Alteryx helps your team cut the prep time from hours to minutes and can automate analytics pipelines for repeatable value.Ensu

12、re high-quality data:Poor data quality can lead marketing organizations to make decisions on false or inaccurate information.Alteryx makes it easy to discover and resolve data quality issues faster.Leverage new data sources:With 150+integrations,Alteryx can connect to virtually any file system,data

13、warehouse,application,and data marketplace to give users access to data.Reduce IT dependency:Too often,analytics projects are slowed down by manual work that could be automated with the right tools.But often,those automation tools are meant for highly technical users.Alteryx offers self-service anal

14、ytics thats easy to use for marketers and data workers of any skill level,meaning they can automate their analytics processes for real-time insights.Marketing data onboarding time cut by 50%at a leading anti-malware technology company.One leading anti-malware technology company faced these challenge

15、s,requiring additional help from their data science team to standardize their data,which cost untold hours in delays.With Alteryx,their marketing team was able to accelerate this process,onboarding 40,000 leads into Marketo the equivalent of six months of work in just three months.Additionally,the t

16、eam was able to use Alteryx to reduce the number of resources preparing data from five people down to one,allowing them to focus their efforts on more complex marketing challenges.4 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSThe first step in effective customer marketing is understanding your custo

17、mers.How often do they use your product?How satisfied are they with the experience?Historically,marketers answered these questions through a small sample of direct customer interactions,making any analysis inevitably subjective.However,with todays prevalence of web-based customer interactions everyt

18、hing from web chats to social media to online forums there are more objective data points than ever to identify opportunities that will increase customer satisfaction and promote upsells.Whats known as the 360-degree customer view is increasingly attainable,given the trail of data that customers lea

19、ve through every interaction with a brand.But while that trail of data brings us closer to a 360-degree view in theory,pulling all that data into one comprehensible view is a challenge in practice.It resides in different formats,is increasingly complex,and accumulates in huge volumes with the rate o

20、f customer interactions.Understand Your Customers in Real-TimeUse Case#2For marketers who typically rely on manual calculations,attempting analysis of social media data or text files often requires technical help.Then,the inevitable delay from waiting for their data requirements can have a significa

21、nt impact on the accuracy of customer behavior customer interactions occur at a fast clip,and determining when to send out personalized offers can vary greatly from day to day,let alone in the weeks or months it could take to clean and analyze customer data.The key is to leverage the cloud for scala

22、ble data ingestion and analytics.Weve seen some of the biggest brands in the world level up their ability to deliver on customer marketing initiatives from audience segmentation to personalized offers.Alteryx accelerates the process of preparing complex data to help companies better meet the needs o

23、f their customers.By removing common data silos,Alteryx allows data-driven marketing teams to easily integrate data from numerous customer touchpoints from demographics and profile information to behavioral and purchasing history.Marketing teams can then pipeline this data into downstream marketing

24、applications or business intelligence tools to visualize and extract actionable insights that help boost engagement and conversion.5 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSWITH ALTERYX,YOU CAN:Drive cross-channel engagement:Marketing data originates from disparate sources in various formats,cau

25、sing data engineering complexity that bogs down progress.Alteryx solves the complex problem of unifying and standardizing this data,making it easy to analyze and measure customer engagement across channels.Empower non-technical users:Marketers are best suited to know what they need from their data,b

26、ut data wrangling has historically been the domain of skilled data scientists and engineers.Alteryx is key in allowing marketing teams to wrangle and pipeline their data using an intuitive,visual,no-code data engineering interface.Deliver personalized customer experiences:Alteryx makes it easy to un

27、ify all customer data to unlock insights and empower highly personalized customer experiences based on automated,real-time intelligence.Global fitness brand Gymshark needed to quickly understand its customers,but manual processes were hindering their insights.“With so many sources of data coming in

28、from various touchpoints,we wanted to streamline the process in a user-friendly and code-free way,”said Gemma Hulbert,Chief Data Officer at Gymshark.“This was so we could get a holistic view of our customer to recommend the products we think best matched what they were looking for.”They used Alteryx

29、 to pull all of the raw data from their customer touchpoints,centralize it into their analytics database,and tap into insights on what was happening across different channels to gain a complete view of their customers.“We were then able to target those customers with customized products based on wha

30、t we think would best suit their needs,”Hulbert said.With Alteryx,Gymshark could complete an analytic process that would previously take 14 days in five minutes a 37x improvement.6 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSCustomer Segmentation and Lead PrioritizationA company with a medium to hig

31、h volume of leads cant process and score them all manually,and not all leads are equally ripe for closing if sales receives too many poorly qualified leads,it leads to tension between the departments.Lead scoring helps defuse that tension by ranking leads according to criteria that indicate the pros

32、pects readiness to purchase.Through analytics automation,marketing can assign a score to each lead based on where that lead is in the funnel,how much that lead may be worth,and how that lead was acquired.This reduces noise in the qualified leads(QL)pool and ensures that sales routes the lead accordi

33、ng to pipeline goals.WITH ALTERYX,YOU CAN:Aggregate data:Automatically pull in engagement and demographic lead data from multiple sources.More data sources mean more flexibility as the lead-scoring process matures and scales.Augment your analytics:Apply a rules-based model directly within a workflow

34、,eliminating the need to outsource analytics to a third party.This dramatically reduces costs and improves turnaround for the leads-coring process.Automate lead scoring:Automatically push leads back into your database or customer relationship management(CRM)platform to apply prioritization business

35、rules,as well as provide daily reporting on generated leads.Use Case#37 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSQuarry,a top-ranked B2B demand marketing firm,sought to help one of its clients deploy an ABM strategy,finding and focusing on the highest-value accounts.Quarry recommended leveraging

36、the clients available prospect account data to build a model that tiered accounts based on ideal fit(accounts that match their ideal account profile),intent(accounts that are showing signals they are in the market for a new solution),and engagement(accounts that are actively engaging directly with t

37、he clients brand).To build this model,the Quarry team used Alteryx.“We were able to clean our data much more effectively,improve overall data integrity,and connect disparate data sets to build a model that helped our client identify and prioritize the best accounts to target for their ABM initiative

38、s,”said Dwight Newbold,senior marketing data analyst at Quarry.“And throughout the process,we were also able to connect with Alteryxs network of partners for relevant support.”Newbold added,“The project also helped us identify and improve data quality issues in our clients Marketo database.We enrich

39、ed the database by 50%and optimized data governance by identifying the records that should continue to live and be targeted within the database versus those that could be purged.This helps optimize Marketo for better performance and helps reduce overall spend on their platform.”8 THE MODERN MARKETER

40、S GUIDE TO DATA ANALYTICSMeasure Campaign Performance and Marketing ROIAccording to research from LinkedIn,three out of four(77%)of CMOs feel pressured to prove greater short-term ROI on their marketing campaigns.And according to a different study,almost half of all marketers(48.4%)report that CEOs

41、and CFOs value ROI over all other metrics,beating out delivering business outcomes(39.9%)and new customer acquisitions(35.8%).While budgets are tighter and under more scrutiny than ever,CMOs must clearly prove the value of their marketing strategies and technology investments.This requires successfu

42、lly understanding whats working and why,but with the impending loss of third-party cookies,traditional attribution methods like first-touch,last-touch,time-decay,and so on simply fall short.Alteryx can help you prove and optimize ROI by using AI to pinpoint correlations between campaigns,customer in

43、teractions,and leads all displayed in real-time dashboards.In addition,AutoML capabilities can help you A/B test at scale to create new opportunities for revenue.WITH ALTERYX,YOU CAN:Find hidden signals in your data:Alteryx Auto Insights surfaces correlations between customer touchpoints,campaigns,a

44、nd leads to help you understand whats effective and what isnt in minutes.Understand your campaign performance with auto-generated dashboards:Many marketing teams have“dashboard debt,”dashboards that are outdated,unhelpful,and simply taking up space.Alteryx Auto Insights provides instant,up-to-date d

45、ashboards based on your latest data,helping you quickly understand campaign performance.Optimize your campaigns:With code-free machine learning and A/B testing,you can experiment at scale to optimize your messaging and create new products,customer segments,and opportunities.Use Case#49 THE MODERN MA

46、RKETERS GUIDE TO DATA ANALYTICSVeritone,Inc.is an artificial intelligence technology company that provides tools and SaaS products to help TV and radio stations prove advertising attribution to their clients.Among the agencys strengths is the ability to track the performance of ads through Veritones

47、 products,enabling them to deliver successful campaigns in a way that is simple,measurable,and scalable.“Veritones agency has been using Alteryx for several years to cut down on manual and repetitive tasks when it comes to delivering weekly performance reports for brands advertising campaigns,”says

48、Trevor Jones,Vice President of Business Operations and Analytics at Veritone.Jones says that Alteryx has given the team a huge advantage.“The automation process saved significant time on doing repetitive and routine work for the study and gave us additional insights we couldnt have otherwise develop

49、ed.On the agency side,it has given us 25%more time to build more robust campaign attribution methodologies,which provide our advertisers with game-changing insights into their advertising spend.Being able to automate a process that usually takes hours has allowed us to truly differentiate our agency

50、 in the marketplace.”10 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSGenerative AI and AutomationAlmost half of all workers in advertising&marketing(46%)are worried AI will soon take their jobs.While this is an understandable fear,generative AI presents an incredible opportunity to enhance marketers

51、and analysts jobs,helping them do more than was previously possible.Take,for example,a recent study from Microsoft that found the average knowledge worker spends about 16 hours a week reporting on,summarizing,or answering questions about their work through emails,status reports,meetings,and other mi

52、scellaneous tasks.Thats two full workdays every week allocated to non-critical activity.These time-consuming tasks are hindering data workers,marketers,and organizations everywhere and are ripe for automation.A force multiplier,generative AI can speed up time-consuming tasks like writing code,summar

53、izing reports and workflows,and writing emails so that marketers and analysts can spend more time on strategic activities.With Alteryx,once youve created your analytics insights,you can select your preferred form of communication(email,PowerPoint,etc.)and choose your recipient.Then,our generative AI

54、 co-pilot automatically drafts a customized summary of your work,helping stakeholders receive insights and take action faster while helping you save precious hours.Use Case#5WITH GENERATIVE AI FEATURES IN ALTERYX,YOU CAN:Improve time-to-value:By automating the communication drafting process,you can

55、focus on absorbing insights and planning the best course of action based on results instead of spending hours crafting emails or presentations.Boost operational efficiency:The communications generated by generative AI capabilities are clear and concise,making them easy for stakeholders to understand

56、 and act on,supporting decision-making.Enhance decision-making:With insights delivered at a faster clip and explained in contextualized,clear,and easy-to-understand plain English,stakeholders can make better,faster decisions at scale.11 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSMake Every Marketin

57、g Decision Data-DrivenOnly around half of all marketing decisions today are based on data.But it doesnt have to be that way.Companies are already using analytics and AI to generate powerful insights using the data they have.Theyre surfacing trends,exploring data,and making better decisions all witho

58、ut needing to create more dashboards or stressing out their analytics team with time-consuming,manual processes.Read more customer stories about how organizations like yours are modernizing their marketing analytics with Alteryx.Start improving your marketing results with Alteryx Playbooks where you

59、 can use prebuilt analytic workflows and the power of AI to solve your toughest marketing challenges.Take a tour of the Alteryx AI Platform for Enterprise Analytics,or start a free 30-day trial.12 THE MODERN MARKETERS GUIDE TO DATA ANALYTICSAbout AlteryxAlteryx(NYSE:AYX)powers actionable insights wi

60、th the AI Platform for Enterprise Analytics.With Alteryx,organizations can drive smarter,faster decisions with a secure platform deployable in on-prem,hybrid,and cloud environments.More than 8,000 customers globally rely on Alteryx to automate analytics to improve revenue performance,manage costs,and mitigate risks across their organizations.To learn more,visit .