Marketing Performance Management Overview

Kneebone Inc. Introduction
March 2012

© 2012 Kneebone Inc. All rights reserved.
Confidential. Do not copy.

• Is Marketing impacting Business Performance?


 Now, Marketers can…
 Have a unified view of Traditional and Digital marketing investments
with business performance data on a single platform
 Be able to analyze cost and see a history of performance (marketing
memory)
 Plan future performance through scenarios or test and learns


 This can be done through a Software-as-a-Service (Cloud)
Cross-Marketing Performance Technology that includes:
 Proprietary Data Model [all data, ETL, customized business rules, normalized
timelines, drill anywhere anytime, event level]
 Kneebone Performance Algorithm [historical average at the event level to
easily visualize performance]
 Advance Visualization Technology [dashboards, reports, blocking charts]


Cross Industry Platform


*Kneebone 3.0 Key Technology Assets
 A Software-as-a-Service (Cloud) Cross-Marketing Performance
Technology that is custom configured for Marketers using
 Proprietary Data Model [all data, ETL, normalized timelines, drill anywhere
anytime, event level]
 Kneebone Performance Algorithm [historical average at the event level to
easily visualize performance]
 Advance Visualization Technology [dashboards, reports, blocking charts]
 So that marketers can…
 Have a unified view of all marketing investments and performance
data
 Analyze cost and history of performance
 Plan future performance

*See additional information section for more 6

Proprietary, Universal, Industry
Agnostic, Custom-Configurable Data Model
• Support growing numbers of internal and
external disparate data sources
– Spend Data over time
• Unattributed Marketing Spend (Traditional Media)
• Attributed Marketing Spend (DM, digital, etc…)
– Performance Data over time
• All your Key Performance Indicators
– Revenue, sign ups, applications, approvals, clicks, leads, units
– Industry agnostic (experience: CPG, Retail, Finance, telco, utilities, technology)


Support the analysis…
• Patented Performance Algorithm
– Easily spot performance variances at any level
– Answers, how do I normally perform given this
investment/event?
• Reporting & Visualization catered to Marketers
– Event based marketing activities over time
– Interactive Blocking charts
– Visual and interactive dashboards
– Collaboration


A fundamental data model and applications for market insight,
marketing strategy, and in-market performance.
Campaign
Media Social Media Internal DWH Web Analytics Sales Data External Data Research
Management

VisiCogn

Kneebone X-Marketing Data Pipe
Kneebone Marketing Data Model
Internal and
External
Marketing
Kneebone 3.0 Platform Management
Events, KPIs and
Conditions
Customer Specific
business rules Kneebone Performance
Proprietary Patented Key Performance Proprietary visualization to
Proprietary ETL Algorithm to plan and run ROI promote plans and collaborate
Kneebone File
Transfer Format

Pro
See performance Plan performance Run performance
9

Kneebone Value Proposition
New Capability Business Impact
New Strategic Insight Better decision making
-(KPA) Performance baselines to visualize
-calculate Marketing ROI by event
-view all marketing investments in 1 location Increase your KPI’s like revenue
-ask new questions

Information Consolidation and Automation
-Proprietary Data Model that unifies business rules and
Increase data accuracy
normalizes timelines

Reduce report delivery time
Marketing Performance Planning -80% less time (from weeks to days)
-collaboration
-do more test and learns
-run more scenarios Reduce manual processes

Cloud Solution Reduce risk of errors
-up and running in days
-minimal IT involvement
-no hardware management Reduce costs in marketing and IT
-less data management © 2011 Kneebone Inc. All rights reserved.

How does this help me?
• Gain new insight and make better business decisions to drive revenues
EVP • scale marketing analysis team to do more
Marketing • Relieve reliance on organizational memory of tenured employees
• Reduce reporting cycle times

Marketing • Ability to scale marketing team to perform agile analysis
• Eliminate historical data adjustments
Information flow

Directors & • Relieve reliance on organizational memory causing bottlenecks
• Automate external data sources reducing manual data manipulation
VP’s

• Automate current manual data preparation that slows or prevents analysis
Marketing • Integrate disparate data sources (internal, media, online, conditions like weather)
Managers • Speed up report development time
• Automate data adjustments

• Like all IT departments, challenged to prioritize and service multiple stakeholders
within the organization
IT • IT has a finite amount of resources; Kneebone adds to support of marketing
Department • External data like media, research, online, and external conditional not currently
within IT domain/systems
• Centralized data control vs distributed desktop/excel

Manager WorkGroup Professional
Kneebone Pricing Monthly $1,100*
*One time set-up $360
Monthly $5,000*
*One time set-up $32,000
Monthly $20,000*
*One time set-up $80,000

Visualize marketing spend
and results on a time scale   
Kneebone Performance
Algorithm (KPA) - based on   
your history
Standard templates that
visualize performance   
KPI – standard economic
conditions (list of 15)   
Total number of login users 5 10 15
Dedicated Customer Success
Manager   
Included Monthly Customer 2 4 8
Success Team Hours

  
Optional
 
Optional Optional

Data Feeds 1 – Marketing; 2 – Marketing; 2 – 5 – Marketing; 5 –
(see below for options) 1 – Performance Performance; Performance;
1 – KPI 2 – KPI

Visit our visual insights gallery at:
http://www.kneebone.com/resources/visual-insights-gallery/


Resources

• www.kneebone.com
• http://www.kneebone.com/services
• www.kneebone.com/blog
• www.kneebone.com/resources
• http://www.kneebone.com/resources/visual-
insights-gallery/
• Visit our solutions area for customer successes


The Implementation Process
Data Discovery

•Data audit – identify available data into categories – what is measured – in terms of dollars
and results (sales funnel), what metrics/ indicators are available (CPC, CPP, etc.)
•Requirements gathering – timing, frequency of data, high level business rules, calendar
structure fiscal vs. calendar, products, geo-mapping, etc.
•KPA for baseline – identify performance funnel measures that are strategic business drivers

Data Model/ ETL

• Design schema/ data map based on the data audit and requirements
• Receive data – QA data received, establish/ finalize business rules
• Build ETL, parsing tools to extract data, and build mapping tables for data integrity
• QA

Education

• Fisical 101 – includes the building blocks for using Kneebone (function training of the software,
cheat sheet of available fields, etc.)
• Build templates/ dashboards
• Ongoing training, eLearning

Marketing Performance Management Overview

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Editor's Notes