Informed Marketing with Periscope Data
Good marketing is part art, part science, but that’s by no means a 50/50 split. Modern marketing relies on data-backed decisions, meaning marketers need to be more data literate than ever. However, many data teams find themselves using outdated or incomplete data sets, and making decisions off of the wrong data isn’t much better than making decisions without data altogether.
Periscope Data helps marketers make more informed decisions by serving as a single source of truth. Data gets piped in — in near real-time — straight from all your sources and is queried and visualized, giving marketers the opportunity to analyze fresh, clean data.
As a member of the marketing team here, I can speak to how important Periscope Data is to how we function. With all our data in a single ecosystem, we’re able to create an end-to-end view of the customer journey and get a holistic understanding of our marketing performance. This enables us to be more efficient, and ultimately more effective.
Here are a few ways the marketing team uses Periscope Data.
Use Dashboards to Measure Overall Marketing Performance
At the highest level, we use Periscope Data to track the company’s overall marketing performance. From total spend to daily leads to MRR forecasts, Periscope Data serves as the data command center where critical metrics can be tracked.
Our primary marketing dashboard offers a quick glimpse into our overall performance: whether or not we’re performing to plan, and whether any specific channels require additional attention. One of our most-referenced charts tracks marketing qualified leads. For this big-picture view, we keep the level of granularity low, simply looking at US and international leads split into paid and unattributed sources.
By tracking all our key metrics in one dashboard, we can quickly assess performance and dive deep into the numbers to understand changes.
In addition to our primary dashboard, individuals on the marketing team maintain discipline-specific dashboards for areas like advertising, content marketing and customer marketing.
Track and Centralize Digital Marketing Efforts
Periscope Data shines when the data gets complex, and digital marketing is certainly that!
Let’s focus on ad spend first. With digital marketing, data is coming from a wide range of sources. We use partners like Segment, Alooma, Stitch, Matillion and FiveTran to connect Periscope Data with our many marketing platforms, like Hubspot, AdWords and Facebook. That allows us to see our total spend in real time, and to easily calculate the cost per acquisition (CPA) across our various channels.
Event tracking and attribution are the second half of the digital puzzle needed in order to understand overall campaign performance. Periscope Data’s numerous integrations let us investigate each channel, creative and piece of content across the web, and easily check our performance against various attribution models such as first-touch, last-touch or weighted attribution.
When you understand spend and attribution, you can be confident about where you put your money, how you evaluate campaign performance, and where your leads ultimately came from. With Periscope Data’s cross-database capabilities, our marketing team can tie it all together at the cookie level.
Having our data in a single location fuels more complex analyses. Our analysts can easily organize data for models and visualize results — for example, in marketing mix modeling.
Evaluate the Performance of Marketing Content
Even before there was a marketing team, Periscope Data had a strong content program. One of the things our company is especially proud of is our value-first content, such as guides to setting up databases or optimizing SQL queries. Our marketing team loves to know how content is performing so that we can make sure we continue to provide value to readers, and that content continues delivering value to our business.
Our content analytics dashboard offers an overview of how content is performing. In addition to tracking consumption, we look closely at the direct actions our content influences, like free trial signups.
We also want to understand the long-term impact of our content — for instance, are readers who find us through Google eventually becoming customers? By having all our data in one place, we can form a holistic view of our readers and understand how their interactions with us evolve over time. With this insight, we can do more targeted marketing to re-engage prospects. We can also show, quantitatively, content’s role in the customer lifecycle.
Bolster Customer- and Account-Based Marketing
Many modern marketers are starting to dig into account-based marketing (ABM). We, ourselves, made the shift a few months ago.
But before we could go head-on into ABM, we needed to uncover which accounts we should be focusing on. In true Periscope Data fashion, we turned to the numbers. Rather than look solely at profile attributes like company size or revenue, we incorporated engagement activities like blog posts read, website visits and email opens. To help paint this picture we aggregated data from various sources, including HubSpot, Salesforce, Node and Clearbit.
With this data, we know which industries have the most growth potential and are the most likely to buy, and now have a shortlist of the companies we want to get in front of. Using Periscope Data, sales and marketing can always be on the same page and understand who we’re targeting, where they sit in the sales cycle, and which marketing levers we need to pull to push them through it.
More Information, More Understanding, More Leads
Periscope Data arms the marketing team with powerful insights and helps us stay in lockstep with sales. This means that we can run a faster, more efficient, better targeted and ultimately more effective organization.
Give Periscope Data a try to see how you can level up your marketing program.