11-14, 18:00–18:45 (UTC), Room 1 - https://youtube.com/live/ptb3WFeGZ68
Discover how FunneFuel uses Matomo Analytics for cutting-edge B2B marketing. Learn how we achieve deep post-click visibility, optimize ad performance, and leverage AI to turn data into actionable insights—driving world-class results for top global br
Talk Proposal: "Leveraging Matomo Analytics for Cutting-Edge B2B Programmatic Marketing with FunneFuel"
Overview
In today's competitive B2B marketing landscape, the ability to capture and analyze data effectively is crucial for driving campaign success. FunneFuel, a rapidly growing B2B marketing agency, is at the forefront of this movement, specializing in world-class campaign execution for some of the world's biggest B2B brands. Our operations span Europe and North America, and we pride ourselves on leveraging best-in-class, open-source technologies to build scalable, transparent, and highly effective marketing solutions.
In this talk, we will delve into the pivotal role that Matomo Analytics plays in FunneFuel's cutting-edge B2B programmatic marketing strategies. We'll explore why we've chosen Matomo as a cornerstone of our technology stack and how we've transformed it into a powerful ABM (Account-Based Marketing) and B2B analytics platform. We will also share a unique use case that showcases how Matomo enables us to achieve true post-click visibility and granular performance insights across our global campaigns.
Key Discussion Points
Why Matomo? A Strategic Choice for B2B Marketing
Compliance and Privacy: Discuss Matomo's commitment to GDPR compliance and data privacy, which are critical considerations for B2B brands operating in multiple regions.
Full Data Ownership and Control: Explain the advantages of having full ownership of your data with Matomo, avoiding the biases inherent in platforms like Google Analytics.
Open-Source Flexibility: Highlight Matomo's open-source nature, allowing FunneFuel to customize and integrate the platform seamlessly with our other technologies.
APIs and Integrations: Showcase Matomo's robust API capabilities, enabling us to build bridges between Matomo and other cutting-edge tools in our tech stack, thereby enhancing our analytics capabilities.
Unique Use Case: Achieving Post-Click Visibility and Granular Ad Performance Insights
Understanding Post-Click Behavior: Dive into how we use Matomo to gain deep insights into user behavior after they click on an online ad, something critical for optimizing B2B campaigns.
Creative-Level Analysis: Explain how Matomo helps us analyze the performance of ads at a micro level, breaking down results by creative message, size, and type (e.g., video vs. display ads).
Referring Publisher Performance: Discuss how we track and assess the effectiveness of ads across thousands of domains globally, using Matomo to optimize ad spend and targeting strategies.
Turning Matomo into a B2B Analytics Powerhouse
Data Integration and Enrichment: Describe how we enrich Matomo data with our unique B2B datasets, second-party, and third-party data, transforming Matomo into a specialized ABM/B2B analytics platform.
Segmenting Best Performing Media Channels: Detail our use of Matomo goals and segmentation features to identify and focus on the most effective media channels, leading to more targeted and efficient campaigns.
Advanced IP Matching Solutions: Explore how we use advanced IP matching techniques (IP to MAID, IP to cookie, IP to uniqueID) to track and activate the best-performing media pockets globally, ensuring our campaigns reach the right audience at the right time.
From Data to Insight: Using AI and ChatGPT Over Matomo Data
AI-Powered Insights: Explain how we leverage ChatGPT and AI models to analyze Matomo data, turning raw numbers into actionable insights tailored to the B2B sector.
Building Sector-Specific Models: Share how our team's deep sector insights help us build and refine models that align with B2B marketing objectives, providing a competitive edge in campaign execution.
Real-World Applications: Provide examples of how these insights have been applied in real-world campaigns, leading to significant improvements in ROI and overall campaign effectiveness.
Conclusion
Summary of Key Benefits: Recap the major advantages of using Matomo in B2B programmatic marketing, from data control and privacy to granular performance analysis and AI-driven insights.
Future Potential: Discuss the ongoing innovations and future potential of integrating Matomo with emerging technologies and strategies in B2B marketing.
Call to Action: Encourage the audience to consider how they can leverage Matomo and similar open-source technologies to enhance their B2B marketing efforts, emphasizing the importance of data-driven decision-making in achieving long-term success.
Q&A Session
Open the floor for questions, allowing attendees to explore specific aspects of the talk in more detail or discuss how they might apply these strategies in their own organizations.
This proposal outlines a comprehensive talk that not only showcases FunneFuel's expertise in using Matomo for B2B marketing but also provides valuable insights into how other businesses can leverage similar strategies to drive success in their own campaigns.
Chief Product Officer and Co-Founder of FunnelFuel.io; a B2B advertising business specialising in programmatic marketing. Mike was previously co-founder of PowerLinks, a venture backed native advertising business, and has worked in programmatic advertising since 2012.