Keboola: Data Monetization Series Pt. 2

             

As we examined in part 1 of our Data Monetization blog series, the first step to increasing revenue with data is identifying who the analytics will be surfaced to, what their top priorities are, what questions we need to ask and which data sources we need to include.  For this blog, let’s take a look at what tools we will need to bring it all together.  

With our initial example of a VP of Sales dashboard, fortunately the secondary data sources (NetProspex, Marketo and HubSpot Signals) all integrate fairly seamlessly with the Salesforce CRM.  This should allow for some fairly straightforward analytics built on top of all the data we’ve aggregated.  If we pivot over to our CMO dashboard, things get a bit murkier.

Although our Marketo instance  easily integrates with Salesforce, the sheer volume of data sources that can provide insight to our marketing activity makes this project a much more daunting ask.  What about our social channels, Adobe Omniture, Google Ads, LinkedIn Ads, Facebook Ads, SEO as well as various spreadsheets.  In more and more instances, especially for a team managing multiple brands / channels, this number can easily shoot into the dozens.

Keboola: Data Monetization Series Pt. 1


When a company thinks about monetizing data, the things that come to mind are increasing revenue, identifying operational inefficiencies or creating a new revenue stream.  It’s important to keep in mind that these are the results of an effective strategy but can't be the only goal of the project.  In this blog series, we will exam these avenues with a focus on the added value that ultimately leads to monetization.  For this blog, lets look at it from the perspective of creating executive level dashboards at a B2B software company.

Who will be consuming the data and what do they care about?

Before we jump into the data itself, take a step back and understand who the analytics will be surfaced to and what their challenges are.  Make profiles with their top priorities, pain points and the questions they will be asking.  One way to get started is to make a persona priority matrix listing the top three to five challenges for each (ex. below.)

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Once the matrix is laid out, you can begin mapping specific questions to each priority.  What answers might help a VP of Sales increase the effectiveness of the sales team and ultimately revenue?

  • What do our highest velocity deals look like (vertical, company size, who’s involved)?

  • What do our largest deals look like?

  • Where do our deals typically get stuck in the sales process?

  • What activities and actions are our best reps performing?