Data Driven Corporate Marketing

Vidya Peters, VP of Corporate Marketing, MuleSoft@vidya_peters & linkedin.com/vidyapeters

Why does data matter in marketing?

1. Evaluates performance objectively2. Tells you where to focus3. Accelerates rapid and informed decision

making

Funnels are easy to measure: click throughs, trial, 1st time use, subscription, retention, advocacy

But measurement is even more important in the less intuitively quantifiable areas of marketing

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

Brand Awareness

Brand recall: Annual survey

Direct traffic and search volume data

Share of voice

Creative design

Conversion growth through A/B testing

Creative brief delivery score

External validation and awards

Web development

Site performance

Productivity

PR & AR

Leadership in top analyst reports

Share of voice over time

Tier 1 coverage growth over time

Developer relations and marketing

Growth in community

Product signups

Growth in champions

Talent marketing

Traffic

Referrals/applications

% offers/applications

Questions?

Connect with me on LinkedIn at /vidyapeters or follow me on Twitter @vidya_peters