SESSION 1

Introduction
 Marketing must achieve the following:
o The right product
o To the right person
o At the right price, place, and time
 Marketing: creating, communicating, delivering, and exchanging offerings that have
values for an audience
 Marketing research: collecting information to make decisions
 Marketing intelligence supports data informed decision making on marketing
activities in order to improve business results
o Not all the information you need can be taken from data
o Improving business results:
 ROI
 Return: KPIs
 Sales/Investment
 ROA: return on ads spent
 Reach
 Frequency
o Questions that can be solved using marketing intelligence:
 What is driving sales?
 How can we quantify the effect?
 What can we do to improve sales?
 Marketing activities (traditional marketing mix)
o Product
o Price
o Promotion/communication*
o Place/distribution

SESSION 2

Data Strategy Framework

 When we talk about marketing intelligence, we need a data strategy for:
o Data collection
o Data analysis
o Data activation** (most important)
 Data activation: how you will create value for the company using data
o Must always start with this
o Two ways two activate data:
 (1) Visualizations: the decision is made by a person
 (2) Automations: the decision is made by a machine
o If there is no decision, there is no activation (doing nothing can also be a
decision)
o Areas of impact for marketing
 Product
 Price
 Price analytics
 Promotion/communication
 Most marketing intelligence is focused on improving this
 Place/distribution
 Inventory management
  Data analysis
o Descriptive: what happened?
o Diagnostic: why did it happen?
o Predictive: what will happen?
o Prescriptive: what should I do?
 Data collection
o Need a prior review of potential data to be used
o Most marketing data is being created in a streaming fashion
 Customer behavior
o Extract, transform, and load from the source
o External sources must be used in order to provide benchmarks and context
o Normally internal data is stored in silos at companies

Data Operations for Marketing

 Data storage
o Challenge is creating a single source of truth
o Data lake vs. data warehouse vs. data mart
 Data lake: consolidates structured and unstructured data from different
sources
 Data warehouse: raw data processed in a way that we can use it in a
structured fashion (databases)
 Data mart: data structured for single purpose or similar purposes
o Distributed vs. centralized storage
o Structured vs. unstructured data
 Think how you want to collect your data
o Schema on write vs schema on write
 Data integration
o When we collect data from customer behavior, we need additional information
in order to make decisions
o Collecting data vs importing data
o Events data vs business data
o All events data will have to be transformed into business data to become
actionable

Purchase Funnel
 Ways of moving your customer from the top to the bottom
o Communications message, word of mouth, independent discovery
o Purchase intent trigger: consumer can star thinking about a purchase because of
an event such as a change in circumstances, a pay raise, a need, or even an
advertising message
o Research and opinions (reading reviews, asking for opinions, using the Internet)
o Test drives, product demonstrations

SESSION 3

Traditional vs. digital advertising

 Traditional advertising
o Print
 Newspaper
 Magazine
 Newsletter
 Brochures
 o Broadcast
 TV (biggest channel, spending most money)
 Radio
o Direct mail
 Catalogs, post cards
o Telemarketing
o Out of home (OOH)
 Billboards, transportation
 Digital advertising
o Display advertising
 Native/programmatic
 Impression: banner is seen or shown
 Standard/rich media/video
o Additional concepts
 Reservation: reserving space (inventory) on your website to show ads
 Programmatic: use technology to decide impression by impression when
to show ads -> bidding real-time
o Pay per thousand of impressions

Marketing and advertising technology

 Content management system: software to create websites
 DSP (demand side platform) is the technology to tell advertisers what to choose and
buy impressions -> optimize campaigns

SESSION 4

IE Case Study
 Types of Data
o Customer centric: data about the customer (students)
 Stored in CRM
 What stage is the customer in? Candidate, lead, or student?
o Asset centric: getting data on user behavior on a company's assets (website, call
center, form)
o Campaign centric:
 Ex: Invitations to an event that were sent out by e-mail and we want to
know how many people opened that e-mail, clicked on the links, etc.
 Ex: Banner campaigns: how many impressions
o Business centric: not specifically dedicated to marketing, but needed for
marketing
 Stored in ERP
 Ex: What are the programs that IE has? How many seats are left in the
programs?
 CRM is a database with different tables
o Most popular providers: Salesforce, Siebel, SAP, Microsoft Dynamics
o For old ERP, you can make SQL queries or access their APIs
 Marketing automation tools
o Shares same data with CRM
o Admissions receives an e-mail that these 10 leads are really interested in the
program, you should call them
o Main providers: Eloqua (Oracle), HubSpoke, Marketo, Salesforce
o Many companies might have email service providers instead of marketing
automation tools
  Ex: Experian, ExcelTarget, Mailchimp
o Workflows: if this, then that…
 Ex: If the candidate hasn't interacted with their application in 10 days,
then send them an e-mail
 How people become leads: website, visitors to events, other leads
 Digital analytics platform: CMS, e-commerce platform, A/B testing, personalization
o Ex: Google Analytics (used by 99% of websites - free and premium version),
Adobe Analytics
o Google Analytics:
 How users came to the website (Acquisition > Channels)
 What users are doing on a website
 Code needs to be put on every single page of the website to receive data
 Advertisement use for unknown future students
o Google Adwords
 Keywords
 Challenge for a lot of companies is to put marketing and sales together -> there is a
barrier between advertising/digital analytics and CRM (different IDs for customers,
can't map entire customer journey)
o Put all data into a data lake?

SESSION 5

 How to get unknown future students to become visitors

 (1) Organic -> Search Console
 (2) Social
o Paid -> Social Ad Networks (Facebook, Twitter, LinkedIn)
o Organic -> Manage content or social listening (analyze what people are
talking about on social networks - gives you conclusions that might help
with your paid content)
 Having our own profiles on social media and publishing content using
our own profiles
 Applications like Hootsuite can help automatically publish content to
Facebook, Twitter, Linkedin, etc.
 (3) Referral: how third people website are sending traffic to your website
o Only tool you have is Google Analytics (Digital analytics platform)
 Channels > Referrals > Sources
 (4) Direct: all of the people that came to my website by typing the URL or because
they have a bookmark
o Can also find through Google Analytics
 (5) Affiliates
o Ex: I'm Amazon and I want to sell more books, so I get in touch with
publishers, influencers, etc. and tell that person, "If you get me traffic and
that traffic purchases a book on the website, I will give you a percentage
for every sale you make me"
 (6) Paid Search -> Paid search ad networks
o Big part of marketing investment
 (7) Display
o Display ad networks
o Demand side platforms (DSP)
  Can target ANY kind of user that is browsing the web in the world
(display ad networks are limited to your network)
o Ad servers
 Content vs. audience targeting
 Context: WHERE the user is
o The place where you are, the article that you're reading right now, what
website are you on)
 Audience: WHO the user is
o I want to put an ad on a specific person, regardless of which website
they're visiting right now
 For audience targeting, I can use third-party data (such as Google) or first-party
data (your own data on users who have visited)

SESSION 6

Extracting value from data

 Marketing data integration
o 360 view of the customer
o User identification
 User/client/device Ids (loyalty card, cookie, fingerprint, login)
 Can be hard to generate these Ids because of different sources
 Loyalty card or program -> gets your data and lets companies trace
you and calculate the lifetime value (main physical world tracking)
 For online shopping, you use login and they supply personal
information
 Most common way of identifying users is having a website generate
an id (cookie)
 Need to cross-check purchase behavior (CRM) with behavior
on a website (DAP)
 Fingerprinting is generated based on information they have on you
(usually technical information, such as browser, versions you have
on your computer, etc.) -> tries to generate enough information to
identify you
 ERP and CRM has same id (hopefully), Digital Analytics Platform has
id, and Ad Networks id
 Deterministic/statistical matching to create links between unknown and
known ids
 Deterministic
 Statistical: generate a model to estimate an id from a person I don't
know belongs to this personal information that I have
 Data warehousing and ETL
o Have the data sources, connect to them and extract the information to put in
our data warehouse
o Objects storage vs. database / operational database vs analytic database
 Object storage: can be CSVs, Parquet files, JSON, etc.
 S3, Google Cloud Storage
 Database
 SQL
 Higher volume of data (trying to collect everything on the customer)
requires big data warehouses
 RedShift, BigQuery
o Data transformation sustainability
  Scripting (Python, Java)
 ETL tools (Talend, Alteryx, Dataprep)
 As data scientists come more into the BI world, they prefer to use their
own scripts for ETL (but sustainability and performance is an issue)
 ERP is normally the operational database (used to operate the company)
but those databases might not be suited to analyze
 BI data visualization for marketing
o DS > (ETL) > 360 View > Visualization or automation
o Operational tools with reporting capabilities
 Not necessarily good for visualization
 Need to integrate with visualization tools (PowerBI, DataStudio, Tableau,
Qlik)
 Data scientists need to not only create automations and models but do
visualizations

Exam
 A company has data from different sources and they have some questions they want
to answer
 A little more specific and sophisticated
 You will have to think what to do with the data
 Tell what next steps there are
 Linear regression, forecasting, correlations

Marketing must achieve the following:

 The right product
 To the right person
 At the right place, price, and time

Change the way decisions are made in your marketing department