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Definitive Guide to Marketing Metrics and Analytics

Contents

Why Should I Read the Definitive Guide to Marketing Metrics and Analytics? Part 1: Measurement Builds Respect and Accountability Why Now Is The Time For Marketing Metrics Part 2: Planning for Marketing ROI Step One: Establish Goals and ROI Estimates Up-Front Step Two: Design Programs to Be Measurable Step Three: Focus on the Decisions that Improve Marketing Part 3: A Framework for Measurement Where Metrics Go Wrong The Right Metrics Part 4: Revenue Analytics Define the Revenue Cycle Revenue Cycle Metrics That Matter Revenue Performance Management Metrics

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Part 5: Program Measurement Why Measuring Marketing Programs is Difficult Method One: Single Attribution (First Touch / Last Touch) Method Two: Single Attribution with Revenue Cycle Projections Method Three: Attribute across Multiple Programs and People Method Four: Test and Control Groups Method Five: Full Market Mix Modeling Program specific metrics – what you should measure and track Conclusion: Program Measurement Applied Part 6: Marketing Forecasting Part 7: Dashboards Part 8: Implementation • People, Process, and Technology People and Culture Process Technology Conclusion Key Lessons to Improve your Performance, Profitability, and Credibility with Marketing Metrics and Analytics

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© 2011 Marketo, Inc. All rights reserved.

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Definitive Guide to Marketing Metrics and Analytics

Why Should I Read the Definitive Guide to Marketing Metrics and Analytics?

Do you know what profits a 10% increase in your marketing budget would generate? According to the Lenskold Group’s 2010 B2B Lead Generation Marketing ROI Study, the most common answer to this question is “I Don’t Know.” Forty-four percent (44%) of qualified marketers have no idea what a 10% budget increase could do for their companies. If you fit into this 44%, you will experience difficulty protecting your budget. In fact, you’ll likely find yourself asking the question the other way around: “What will happen now that my budget has been decreased by 10%?” You can’t expect your organization to place value on something you’re unable to quantify.

This guide will help you do just that. We will help you answer key questions like: • What are the most important marketing metrics for me to use? • How can I measure my various marketing programs’ impact on revenue and profit? • How can I best communicate marketing results with my executive team and board? • Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement? • And many more… The bottom line of any business is the top line: revenue and faster growth! So let’s get started.

5 QUESTIONS TO GUIDE YOUR MEASUREMENT INSIGHT
1. What are your specific objectives for marketing investment and how will you connect your investments to incremental revenue and profit? 2. What impact would a 10% change in your marketing budget (up or down) have on your profits and margins over the next year? The next three years? Five? 3. Compared to relevant benchmarks (historical, competitive, marketplace), how effective are you at converting marketing investment into revenue and profit growth? 4. Which are appropriate targets for improving revenue leverage (defined as dollars of profit over dollars of marketing and sales spend) over the next few years? Which initiatives will get you there? 5. What questions do you still need to answer with regard to your knowledge of the return on marketing investments? What are you going to do to answer them? (Source: MarketingNPV)

© 2011 Marketo, Inc. All rights reserved.

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Definitive Guide to Marketing Metrics and Analytics

Part 1: Measurement Builds Respect and Accountability

© 2011 Marketo, Inc. All rights reserved.

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Definitive Guide to Marketing Metrics and Analytics

Part 1:...
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