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Aligning Sales and Marketing with Data Experiences [PRE-RECORDED]

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Elena Rowell
Senior Product Marketing Manager at Looker
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Elena Rowell
Senior Product Marketing Manager at Looker
Connor Sparkman
Marketing Analytics Manager at Looker

Elena Rowell is a Senior Product Marketing Manager at Looker. She leads go-to-market strategy for Looker’s data experiences, including Business Intelligence, Applications and Actions. She’s proud to have spent the last 6 years helping companies get more value from their data with Looker. In her free time Elena wanders the world, always on the lookout for great pizza.

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Connor Sparkman leads the analytics effort for Looker’s marketing team. In his role, he touches everything from attribution models to lifecycle metrics to forecasting and goals. Prior to Looker, Connor developed a keen passion for Looker, setting up all data and analytics for fitness company CrossFit. Connor studied Psychology and Statistics at UC Santa Cruz and has a passion for Computer Science.

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About the talk

To unlock the full value of information, companies need solutions that transcend traditional BI and infuse data into operational workflows. Solutions that help businesses not only analyze data, but truly experience data by closing the gap between insights and action. In this session, we'll cover how Looker follows their own guidelines when it comes to data-driven marketing, focusing on how different data experiences help the marketing team build and maintain a tight relationship with sales.

00:05 Intro

02:00 What is data experience?

03:31 Data experiences

05:27 Hierarchy of data needs

09:30 LOOKER

12:04 Modern BI and analytics

17:33 Integrated insights

19:09 Data-driven workflows

21:22 Custom applications

24:58 Key takeaways

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Thank you so much for taking the time to join us. Today. We are going to be talking about aligning sales and marketing teams through something that we call Data Experiences. I'm joined today by my wonderful colleague Connor Sparkman. He is on our marketing analytics team and is going to open the kimono on how Looker does analytics at Looker so without further Ado. Let's jump in just a little heads up on what we're going to run through today. I'll give you an overview of your experiences. Is it kind of like what we mean when we say

that and also how that impacts the bottom line and then Connor is going to help me and we're going to go through that experience at Looker and also in the wild so Here we go. So according to Gartner spending and focus on the traditional query and reporting bi environment will shift dramatically to analytics integrated into business operations digital solutions to this is really important to understand because this is the shift away from just the I just a dashboard and experiences that are integrated into what people are doing today. So, what

is a data experience first? Let's define our terms as we should write. So, it's exactly what it sounds like. It is the way that a person experiences data Looker's mission is to empower people with the smarter use of data. And so, what that actually really means is that people need to have data available to them at the moment that they need it and there's a very good chance that the moment that they need data. They don't want to go into a bi tool or nor do they need to necessarily go into a bi tool until the other key part of the experiences is

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