June 22, 2018

The-New-Era-of-Marketing-Technology

On June 1st 2017, Marielena Gardner, Dan Bartow, Connie Quach, and Ken Gardner founded conDati on the promising idea of using data-science to create completely new analytics capabilities for Marketing.

On May 31st 2018, the evening before our first birthday, conDati’s team of nearly 30 employees gathered with our investors, partners and customers to celebrate the first commercial release of conDati Marketing Analytics.

CEO and co-founder Ken Gardner welcomed everyone with a look at how far conDati has come:

And most importantly conDati has proved, in just one year from concept to launch, that world-class data science in the cloud can deliver actionable and material insights to Marketing.  

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Taking Marketing Departments into the 21st Century

conDati Marketing Analytics puts understanding at the fingertips of marketers — current, complete, and accurate dashboards, reports, and alerts, in an interface so intuitive that you can get a thorough understanding  of your marketing performance in just a few minutes – including what decisions need to be made now.

“Our mission is to take marketing departments from spreadsheet-based campaign management to state-of-the-art data science and visualizations,” Gardner explained. “For more than 30 years marketing departments have endured spreadsheet hell. Most companies don’t have and can’t afford data scientists, so they’re stuck spending hours manually assembling incomplete and out-of-date reports on a subset of their activities.”

 

What's the Problem? Who Cares?

“In virtually every company we’ve spoken with,” Gardner continued, “The vast majority of marketers agree that they are unable to answer even the most basic questions with confidence”

  • What was the ROI on your latest marketing campaign?
  • Why did your sales not meet targets last week?
  • Which are your 10 most successful and 10 least successful email campaigns?

Most marketing teams can’t answer these questions even though their digital marketing budgets run into the millions (or tens of millions!) of dollars per year.

Really? Companies are spending millions of dollars on digital marketing campaigns with minimal visibility or  accountability?

Yes, really. The success of digital advertising combined with time and cost advantages of cloud computing to create a perfect union: Such that digital marketing is now 50% of the $300 billion global advertising pie and nearly 7,000 cloud-based applications are available to help manage it all.

Companies typically use a dozen or more of these solutions, each of which has its own set of dashboards, reports, and alerts. Marketing teams asked their IT departments for a workable and cost-effective solution to pull the siloed data together into a single view — but this turned out to be a very difficult and expensive problem to solve. So most companies are still stuck, screen-scraping data from each silo to create reports.

Their goal is a level of understanding that will help them make informed decisions about how to allocate marketing budgets for the greatest impact, but these manually-assembled reports are incomplete (no more than 3% of marketing data is ever seen) include manually-introduced errors, and they are always behind the times.

 

There is a Better Way

$300 billion per year is an awful lot of money to spend  — marketing teams deserve to have concrete answers to basic questions. There is a better way: conDati harnesses the  economics of cloud computing, to collect all of a company’s important marketing data into a single unified data asset, store it, and process it quickly. Ten years ago this would have cost a million dollars a month; now we can do all the heavy lifting of data blending and integration, and perform world-class data science on it, for just a few thousand dollars per month.

“We are tremendously proud of what we’ve accomplished, both in what we’ve built and in how you interact with it,” Gardner finished, “But visuals are worth a thousand words. So let us show you instead of telling you.”

 

Intuitive Instant Data Visualization - Unveiled 

How you interact with conDati Marketing Analytics is a direct consequence of our investment into design.

Design is the intention behind an action; design, done well, reduces friction. Design, done properly, provides a seemingly automagic experience — the kind that our customers know of and expect from Netflix, Apple TV or Heroku.

At the May 31st launch, founder and Product Design VP Dan Bartow unveiled the conDati UI with a quick, Netflix-worthy swipe or two.

“We’re trying to give people quick answers to hard questions,” he said, swiping the touch-first screen to show intuitive dashboards that convey visual  answers to complicated marketing questions. Bartow showed conDati’s capability to use the visual data elements themselves as navigation paths, to drill from the highest level of campaign to the lowest level of adword. The live demo showed conDati’s ability to compare reports; at-your-fingertips, before-you-know-you-need-it nested dashboards, and more.

 

Pepperdine University Saves Time & Improves Performance

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Demos are fine, but proof comes from customers. Mauricio Acevedo, Director of Digital Marketing at Pepperdine University, took the stage to describe his experience as a beta customer of conDati Marketing Analytics. Acevedo’s description of how Pepperdine has shifted from multiple, manually-created spreadsheets to conDati’s analytics portfolio riveted the audience. The reports that used to take him a full work day to cobble together from Pepperdine’s multiple data sources of marketing data, including Google Analytics, email campaigns, social media, and more, are now available whenever he needs them, in a UI that enables understanding in minutes rather than hours.

“It used to take us two to three weeks to produce the reports. Once we were finished with the reports we would circulate them and then we were starting over again with next month’s report,” Acevedo said, explaining his workflow pre-conDati. Creation of reports took hours from his day — needed hours that the team can now spend on actual marketing campaigns, rather than on the rote tasks of pulling together integrated reports.

On top of the time savings, conDati Marketing Analytics reveals trends and seasonality in Pepperdine’s data that were never visible before. With this level of detail, conDati can make forecasts about revenue outcomes and campaign performance — giving the marketing team a whole new level of insight into budget allocation and campaign focus.  

Saving time while improving performance at lower cost: this is the new era of conDati Marketing Analytics.

To follow in part two of the conDati Marketing Analytics launch we introduce the leading-edge data science that allows us to provide our customers with analytics insights that are affordable, actionable and on-demand.

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