Marketing Reporting for Success Webinar
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Transcript of Marketing Reporting for Success Webinar
Presented By:
MARKETING SUCCESS WEBINAR SERIES
REPORTINGFOR SUCCESS
Join the Conversation
#MSWS16
Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing
while applying their insight and strategic guidance.
PODCAST
STEVE ROBINSONFounder/CEO, Brilliant Metrics
1.Why Report
2.What to Reporta. ROI
b. Assets
c. Insights
3.Summing It Up
TODAY
IT’S A MATTER OF RESPECT
REPORTING CAN MAKE OR BREAK A PROMOTION
IT’S ALL ABOUT THE BENJAMINS
HOW DO I STRUCTURE MY REPORTING?
GROUP YOUR REPORTING BY PROGRAM FOR MAXIMUM INSIGHT
A PROGRAM IS THE INTERSECTION OF AN AUDIENCE AND AN OBJECTIVE
New Business Cross-Sell Referral
Consultants
Program
Insurance
Program Program Program
Healthcare
Program Program Program
MARKETING SHOULD BE A REVENUE CENTER
INVESTMENT & RETURNS
$$ $$$$$$$$
Investment (Projected)
Revenue
<
MARKETING’S RAW MATERIALS ARE MEDIA, SHORT-TERM CREATIVE & LABOR
KPIs Projected Revenue
What Leading indicators of future performance
Actual estimates of future performance
WhyTrajectory of KPIs indicate
the trajectory of overall performance
The business does not care about MQLs, brand
awareness, etc. The business cares about
money
ExamplesMQLs, SQLs, Brand
Awareness, Leads, Phone Calls, Demos/Trials
HOW TO PROJECT REVENUE
KPI X Magic
Number = Projected
Revenue
HOW TO PROJECT REVENUE
200
Leads
X $3,450
Close Rate X
Avg. Lifetime
Value
= $690,000
CalculateROI
TO CALCULATE PROJECTED REVENUE, LOOK AT 3-12 MONTHS OF PAST PERFORMANCE
HOW TO CALCULATE ROI
X =ROI100
Attributable
Revenue
Marketing
Investment
Marketing
Investment-
GRAPH KEY METRICS OVER TIME TO DEMONSTRATE DIRECTION & MOMENTUM
MARKETING ASSETS IMPROVE ROI IN FUTURE MARKETING EFFRORTS
KEY MARKETING ASSETS
Brand Content Data
MARKET RESEARCH FIRMS CANMEASURE UNAIDED AWARENESS
ADWORDS BRAND INTEREST HACK
= Total Brand
SearchesImpression
Share
Search
Impressions
VIEW YOUR CONTENT AS A REVENUE-PRODUCING ASSET
TO BE AN ASSET YOUR CONTENT MUST BE EVERGREEN
CONTENT MUST ALSO BE HIGH QUALITY
• Tightly targeted
• Generate new visitors
• Enhance the Brand
• Drive Action
Content Quantity Content Quality
Number of content pieces
• Minutes of Engagement
• New Visitors• Leads or Sales
MAY THE BEST DATA WIN
ADDRESSABLE AUDIENCE PERMISSION CONTACT
INFO= +
YOUR OPT-IN LIST IS YOUR MOST
VALUABLE MARKETING
ASSET
FIRST-PARTY DATA IS TARGETING DATA FROM OBSERVING YOUR VISITORS
FIRST-PARTY DATA
Social DMPDSP
MARKETING & SALES PERSONAS
ANDREA Marketing Director
Floors Unlimited
“Keeping up is not enough - I need to be ahead of the curve.”
BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today
PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so
FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the “why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings
WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications
SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional
OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows
A DAY IN THE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality” leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives
MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy
KEY BRAND AFFINITIES • Direction • Collaboration
COMPANY PROFILENational floor covering distributor selling carpet, hardwood, ceramic and more
INSIGHTS GIVE THE ORGANIZATION A CLEARER PICTURE OF THE MARKET
STEVE ROBINSONFounder/CEO, Brilliant Metrics
@SteveRobinson
Questions? Let’s Connect
Read More of Steve’s Work
BrilliantMetrics.com
IterativeMarketing.net