MANAGING DIGITAL MARKETING OPTIMIZATION AT SCALE

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2 MANAGING DIGITAL MARKETING OPTIMIZATION AT SCALE Adam Arnette Chief Marketing Officer Jesse Wolfson Head of Marketing Analytics Tweet #dp17 to win!

3 HOWDY Y ALL Adam Arnette Chief Marketing Officer, Nobilis Health, Inc. NYSE: HLTH

4 SIX DIRECT-TO-CONSUMER BRANDS All with concierge-level patient acquisition strategy

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7 MANAGING CROSS-CHANNEL MARKETING PERFORMANCE Managing Cross-Channel Marketing Performance The Power of Extending Real-Time Dashboards to Key Stakeholders Achieving a Single Version of Marketing Truth

8 THIS IS HOW WE DO IT. Aggregate Data 20 data sources 500+ data sets Build Actionable Dashboards Tied To Broad Business Goals Distribute Dashboards To Manage Funnel Performance

9 COMPANY OBJECTIVES DEFINED & DISTRIBUTED

10 DEFINING & DISTRIBUTING KPIS Include ALL organizational stakeholders that impact performance Agree on KPI s that directly impact performance that each stakeholder is responsible for Are the KPI s actionable? Tie Them To Data

11 WE VE GOT THE POWER. To truly matter, marketing analytics' KPIs must be tied to broader business goals. Google/Econsultancy Role-Specific Dashboards to Empower Team Real-Time Data For Cross-Channel Optimization

12 MARKETING PERFORMANCE DASHBOARD

13 SALES TEAM PERFORMANCE

14 OPERATIONS PERFORMANCE DASHBOARD

15 AGENCY/CHANNEL PERFORMANCE DASHBOARDS Pipeline Stages

16 MANAGE PIPELINE IMPACT BY TACTIC Individual Paid Search Campaigns Pipeline Stage 1 Pipeline Stage 2 Pipeline Stage 3 Pipeline Stage 4 Pipeline Stage 5 Pipeline Stage 6

17 CUSTOMER ACQUISITION COST & CONVERSION BY FUNNEL STAGE $ / Lead $ / Pipeline Stage 1 $ / Pipeline Stage 2 $ / Pipeline Stage 3 $ / Pipeline Stage 4 $ / Pipeline Stage 5 $ / Pipeline Stage 6 Funnel Stage 1 Funnel Stage 3 Funnel Stage 5 18% % (+3%) 27% - 28% (+4%) 50.65% - 52% (+2.7%) Revenue +28%

18 IN SUMMARY. YEE HAW! Data Transparency To Manage Cross- Channel Performance Empower Stakeholders & Create True Partnerships ONE TRUTH = Offense not Defense

19 THANK YOU.

20 Jesse Wolfson Head of Marketing Analytics TD Bank Group

21 DATA IN NEED OF UNIFICATION Multiple unlinked data sources Excel reports going unread, sitting in inboxes Different reports telling different stories Lack of accessible centralized reporting structure Marketing Reporting Channel Reporting RTM Reporting

22 MEETING TD s BUSINESS CHALLENGES Business Challenges Domo Is Solving Analytics Labor POV Speed: Real-Time Reporting Self Serve: Data Democratization Location: Centralized Access Unification: Data Brought Together Users Data Business Opportunities Domo Is Addressing Marketing POV Attribution: Advancing Our Capabilities Optimizing: Marketing Spend Clarity: Easy to Convey Marketing's Story

23 CROSS-CHANNEL MARKETING PERFORMANCE

24 SERVING MULTIPLE MASTERS Dashboard Apps Business Owner: Overall spend and Acquisition Digital Marketing Leader: Overall ROI by Channel Digital Channel: Conversion Optimization

25 LIVE DEMO

26 EXTENDING DOMO ACCESS TO AGENCIES THAT MANAGE SPEND

27 MANUAL TO AUTOMATED No more compiling spend reports and entering data With Domo's dataflows spends are collected and combined with ease

28 REALIZING DOMO'S POWER Agency Uploads Spend Data Instant Results

29 ACHIEVING THE SINGLE VERSION OF THE MARKETING TRUTH

30 UNDERSTANDING THE SOURCE OF TRUTH PROBLEM DoubleClick Spends Multiple, Overlapping Sources of Data Omniture Internal Databases Marketing Reporting Team Optimization Reporting Team Channel Reporting Team The Business Planning Partners Goals: One source to align and communicate between departments More efficient reporting without duplication

31 CREATING A SIMPLE, COMMON SOURCE FOR DATA THAT IS EASILY ACCESSIBLE

32 DATA COMPARISON SIDE-BY-SIDE Automatically updated data for comparison between data sources

33 DATA DRILLDOWNS Drilldowns and alternate views for enhanced representation of the data

34 INTEGRATED COLLABORATION Conversations about the data occur where the data is located and used

35 QUESTIONS?

36 THANK YOU.

37 GET THE HANDOUTS AND RATE YOUR SESSION Tap Schedule Find This Session Access Handouts & Survey 1 2 3

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