The Art of the Marketing Scorecard Webcast by BECKON
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Transcript of The Art of the Marketing Scorecard Webcast by BECKON
![Page 1: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/1.jpg)
![Page 2: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/2.jpg)
Jennifer Zeszut CEO and CMO Beckon [email protected] @jenniferland
@jenniferland @BeckonInc #marketing #scorecards
![Page 3: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/3.jpg)
Finance Baby Marketing Baby
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MARKETING DATA IS MESSY DATA
![Page 5: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/5.jpg)
MARKETING DATA IS MESSY DATA
![Page 6: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/6.jpg)
MARKETING DATA IS MESSY DATA
![Page 7: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/7.jpg)
MARKETING DATA IS MESSY DATA
![Page 8: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/8.jpg)
MARKETING DATA IS MESSY DATA
![Page 9: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/9.jpg)
MARKETING DATA IS MESSY DATA
![Page 10: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/10.jpg)
MARKETING DATA IS MESSY DATA
![Page 11: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/11.jpg)
MARKETING DATA IS MESSY DATA
![Page 12: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/12.jpg)
Meet Beckon.
@jenniferland @BeckonInc #marketing #scorecards
![Page 13: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/13.jpg)
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
@jenniferland @BeckonInc #marketing #scorecards
![Page 14: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/14.jpg)
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
• AUTOMATED DATA INGESTION AND TRANSFORMATION (ETL) • NORMALIZED KPI AND METRIC DEFINITIONS • CONSISTENT TAXONOMY AND TAGGING STRUCTURE
UNITED MARKETING PERFORMANCE DATA HUB
@jenniferland @BeckonInc #marketing #scorecards
![Page 15: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/15.jpg)
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
@jenniferland @BeckonInc #marketing #scorecards
• AUTOMATED DATA INGESTION AND TRANSFORMATION (ETL) • NORMALIZED KPI AND METRIC DEFINITIONS • CONSISTENT TAXONOMY AND TAGGING STRUCTURE
UNITED MARKETING PERFORMANCE DATA HUB
![Page 16: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/16.jpg)
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
OTHER DASHBOARDS, MIX MODELS,
ANALYSIS TOOLS, DATA WAREHOUSES
@jenniferland @BeckonInc #marketing #scorecards
• AUTOMATED DATA INGESTION AND TRANSFORMATION (ETL) • NORMALIZED KPI AND METRIC DEFINITIONS • CONSISTENT TAXONOMY AND TAGGING STRUCTURE
UNITED MARKETING PERFORMANCE DATA HUB
![Page 17: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/17.jpg)
Democratize the data
@jenniferland @BeckonInc #marketing #scorecards
![Page 18: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/18.jpg)
Continuously updated marketing dashboards
@jenniferland @BeckonInc #marketing #scorecards
![Page 19: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/19.jpg)
@jenniferland @BeckonInc #marketing #scorecards
Continuously updated marketing
scorecards
![Page 20: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/20.jpg)
DO YOU
KNOW WHAT’S
WORKING?
@jenniferland @BeckonInc #marketing #scorecards
![Page 21: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/21.jpg)
DO YOU
KNOW WHAT’S
WORKING?
Helping brands understand and beautifully communicate the business impact of everything that marketing does
@jenniferland @BeckonInc #marketing #scorecards
![Page 22: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/22.jpg)
Partner to savvy CMOs everywhere
@jenniferland @BeckonInc #marketing #scorecards
![Page 23: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/23.jpg)
In this session… • Scorecards defined • History • Benefits • Scorecard design frameworks • Pro tips • Build your own…
23
23
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Resources for you…
![Page 25: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/25.jpg)
1. A copy of this presentation
@jenniferland @BeckonInc #marketing #scorecards
![Page 26: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/26.jpg)
BECKON SCORECARD BUILDERO
BJE
CT
IVE
KP
IM
ET
RIC
S
DEFINITIONS:Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance).
Tip: State key marketing or business objectives in the form of a question.
Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question.
Metrics: The set of performance measures by which an objective is evaluated.
Types include:
• Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI)
• Volume Metrics: Impression and engagement volume, total sales and other outcomes.
• Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate.
• Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome.
Beckon Proprietary and Confidential. Contact [email protected] for more information.
2. Build-Your-Own Performance Scorecard Worksheet
![Page 27: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/27.jpg)
3. A Sample Marketing Performance Scorecard
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BECKON MARKETING DATA FRAMEWORKOB
JECT
IVES
METR
ICS/
KPIS
DATA
REP
ORTI
NGCA
TEGO
RIES
DATA
SOU
RCES
& CH
ANNE
LS
ONLINE OFFLINE
MARKETING ACTIVITIES OUTCOMES
BRAND BUSINESS
BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY
STRATEGIC METRICS(all-channel,
CMO level)
TOP-DOWN ANALYTICSStart with a goal,
then find the data.
• Scorecards
• Dashboards
BOTTOM-UP ANALYTICS
Start with data,then find the insights.
• Ad-hoc analysis
• Auto correlation
• Variances
VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($)
AGGREGATED METRICS(multi-channel,manager level)
ACTIVITY METRICS(single-channel,tactician level)
• Total new customers• Total sales• NPS• Net sentiment
• Engagement/Impressions ratio• Paid/Earned ratio• Aided awareness• Share of voice
• ROMI• ROMO• Cost per new customer• Cost per point of awareness
• Impressions by campaign• Engagement by channel• Sales by region• GRPs by DMA
• E/I ratio by campaign• P/E ratio by channel• Engagement rate by agency• Likes per post by channel
• Cost per impression by campaign• Cost per engagement by channel• ROMI per business unit• Sales per square foot by region
• Visits• Clicks• Likes• Sends
• Click-through rate• Conversion rate• Open rate• Cart abandonment rate
• Cost per click• Cost per thousand• Cost per point• Cost per attendee
MARKETING
• Funnel• P/O/E• Channel• Campaign
BUSINESS
• Product• Industry• Region• Competition
ORGANIZATIONAL
• Business unit• Department• Owner• Agency
CUSTOMER
• Segmentation• Type (new, old)• Demographics
EXECUTION
• Placement• Creative• Offer• Test/Control
Beckon Proprietary and Confidential. Contact [email protected] for more information.
Display
Web
site
E-com
mer
ce
Mobile
App
SEOSEM
Face
book
Twitt
er
List
enin
g
Link
edIn
Video TV
Radio
OO
H
Direct
PR
Event
s
Sponsors
hip
Cinem
a
In-S
tore
Retail
Call C
ente
r
Brand
Custo
mer
Compet
itive
Sales
E-com
mer
ceCRM
4. The Marketing KPI Framework
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5. Marketing Scorecard Best Practices Whitepaper
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Scorecard roots run deep…
@jenniferland @BeckonInc #marketing #scorecards
![Page 31: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/31.jpg)
@jenniferland @BeckonInc #marketing #scorecards
![Page 32: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/32.jpg)
1960s: The Balanced Scorecard
@jenniferland @BeckonInc #marketing #scorecards
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1980-1990s: Six Sigma
@jenniferland @BeckonInc #marketing #scorecards
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What is a marketing scorecard?
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An information-dense way of reporting metrics
A nice visualization of data
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Don’t let the pretty pictures fool you
![Page 38: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/38.jpg)
A marketing scorecard
@jenniferland @BeckonInc #marketing #scorecards
![Page 39: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/39.jpg)
A marketing scorecard 1. A data-driven marketing
performance measurement system that aligns marketing activities to business strategy and allows teams to monitor and improve their marketing over time.
@jenniferland @BeckonInc #marketing #scorecards
![Page 40: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/40.jpg)
A marketing scorecard 1. A data-driven marketing
performance measurement system that aligns marketing activities to business strategy and allows teams to monitor and improve their marketing over time.
2. A powerful storytelling vehicle for marketing’s success
@jenniferland @BeckonInc #marketing #scorecards
![Page 41: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/41.jpg)
Is a scorecard the same as a dashboard?
@jenniferland @BeckonInc #marketing #scorecards
DASHBOARDS • Events and trends as they happen
SCORECARDS • Progress towards objectives
![Page 42: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/42.jpg)
Is a scorecard the same as a dashboard?
@jenniferland @BeckonInc #marketing #scorecards
DASHBOARDS • Events and trends as they happen
SCORECARDS • Progress towards objectives
• What’s happening
• How well you're doing
![Page 43: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/43.jpg)
The hallmarks of a good marketing scorecard • Binds tactical metrics to a strategic framework. • Reports performance against pre-specified criteria. • Provides context to the data. • Are continuously updated. • Lets you drill down into the detail.
@jenniferland @BeckonInc #marketing #scorecards
![Page 44: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/44.jpg)
1. Bind tactical metrics to a strategic framework.
@jenniferland @BeckonInc #marketing #scorecards
![Page 45: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/45.jpg)
CTR
views
pins
down-loads
friends
TRPs
clicks
MQLs
likes
views
re-tweets
fans visits
SQLs Impre-ssions
GRPs
opens
1. Bind tactical metrics to a strategic framework.
@jenniferland @BeckonInc #marketing #scorecards
![Page 46: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/46.jpg)
CTR
views
pins
down-loads
friends
TRPs
clicks
re-tweets
fans visits
SQLs Impre-ssions
1. Bind tactical metrics to a strategic framework.
INCREASE AWARENESS
@jenniferland @BeckonInc #marketing #scorecards
![Page 47: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/47.jpg)
friends
clicks
re-tweets
fans visits
SQLs Impre-ssions
1. Bind tactical metrics to a strategic framework.
INCREASE AWARENESS
DRIVE SALES
@jenniferland @BeckonInc #marketing #scorecards
![Page 48: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/48.jpg)
2. Report performance against pre-specified criteria.
@jenniferland @BeckonInc #marketing #scorecards
![Page 49: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/49.jpg)
2. Report performance against pre-specified criteria.
@jenniferland @BeckonInc #marketing #scorecards
THE MARKETING PERFORMANCE CURSE:
SELECTING PERFORMANCE KPIS AFTER THE MARKETING EFFORT
![Page 50: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/50.jpg)
2. Report performance against pre-specified criteria.
THE MARKETING PERFORMANCE CURSE:
SELECTING PERFORMANCE KPIS AFTER THE MARKETING EFFORT
@jenniferland @BeckonInc #marketing #scorecards
![Page 51: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/51.jpg)
2. Report performance against pre-specified criteria.
Everyone should should know, upfront, the criteria by which they will be judged.
ü Consistent campaign scorecard
ü Consistent brand/product scorecard
ü Consistent market/country scorecard
@jenniferland @BeckonInc #marketing #scorecards
![Page 52: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/52.jpg)
3. Provide context to the data.
@jenniferland @BeckonInc #marketing #scorecards
![Page 53: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/53.jpg)
3. Provide context to the data.
10,000 followers!
@jenniferland @BeckonInc #marketing #scorecards
![Page 54: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/54.jpg)
3. Provide context to the data.
10,000 followers!
SO WHAT? Is that good or bad?
@jenniferland @BeckonInc #marketing #scorecards
![Page 55: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/55.jpg)
3. Provide context to the data.
55 @jenniferland @BeckonInc #marketing #scorecards
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3. Provide context to the data.
Current period performance versus previous period performance
PLANNED VERSUS ACTUAL
TREND
INTERNAL BENCHMARKING
Performance versus a comparable effort with similar scope and objectives
How are we tracking to where we planned to be?
EXTERNAL BENCHMARKING Performance versus industry averages or norms
Performance versus the same period last year HISTORICAL TREND (YOY)
56 @jenniferland @BeckonInc #marketing #scorecards
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4. Is continuously updated.
Process or
Automation
@jenniferland @BeckonInc #marketing #scorecards
![Page 58: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/58.jpg)
5. Lets you drill down into the detail.
@jenniferland @BeckonInc #marketing #scorecards
![Page 59: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/59.jpg)
The elements of a scorecard
@jenniferland @BeckonInc #marketing #scorecards
![Page 60: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/60.jpg)
Objectives: A key marketing or business goal that you want to monitor and evaluate Remember to make them SMART: Specific Measureable Attainable Realistic Timely
@jenniferland @BeckonInc #marketing #scorecards
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KPIs: key measurements that best answer the questions you must ask in order to drive your objectives. KPIs are often derived—they are aggregate counts or ratios of two or more underlying metrics.
@jenniferland @BeckonInc #marketing #scorecards
![Page 62: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/62.jpg)
Metrics: the set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. Proper Scope: Activity, Aggregated, Strategic Proper Type: Volume, Effectiveness, Efficiency Do I have the data? • Yes – ensure it has the proper Reporting Categorization • No – how can I collect it?
@jenniferland @BeckonInc #marketing #scorecards
![Page 63: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/63.jpg)
What KPIs and metrics matter?
@jenniferland @BeckonInc #marketing #scorecards
![Page 64: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/64.jpg)
What’s the right scorecard for you?
BECKON SCORECARD BUILDER
OB
JEC
TIV
EK
PI
ME
TR
ICS
DEFINITIONS:
Objective: Key marketing
or business objective to be
monitored or evaluated. Can
be organized into a linear
process (e.g., Buyers Journey)
or a theme (e.g., Annual
Marketing Goals or Campaign
Performance).
Tip: State key marketing or
business objectives in the form
of a question.
Key Performance Indicator
(KPI): The one metric that best
describes the performance of
the objective in question.
Metrics: The set of performance
measures by which an objective
is evaluated.
Types include:
• Top-level Metrics: Return on
marketing objectives (ROMO)
and return on marketing
investment (marketing ROI)
• Volume Metrics: Impression
and engagement volume,
total sales and other
outcomes.
• Effectiveness Metrics:
Awareness, engagement,
engagement rate, outcome,
and conversion rate.
• Efficiency Metrics: Cost
per impression, cost per
engagement and cost per
outcome.
Beckon Proprietary and Confidential. Contact [email protected] for more information.
@jenniferland @BeckonInc #marketing #scorecards
![Page 65: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/65.jpg)
Options for structuring your omnichannel marketing scorecard • By the buyer’s journey • By business objective • By key campaigns • By marketing objective • By marketing channel • All of the above
@jenniferland @BeckonInc #marketing #scorecards
![Page 66: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/66.jpg)
By marketing channel
@jenniferland @BeckonInc #marketing #scorecards
![Page 67: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/67.jpg)
By marketing channel
@jenniferland @BeckonInc #marketing #scorecards
![Page 68: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/68.jpg)
@jenniferland @BeckonInc #marketing #scorecards
By buyer’s journey
![Page 69: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/69.jpg)
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
![Page 70: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/70.jpg)
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
![Page 71: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/71.jpg)
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
![Page 72: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/72.jpg)
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
![Page 73: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/73.jpg)
By business objective
@jenniferland @BeckonInc #marketing #scorecards
![Page 74: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/74.jpg)
By marketing objective
@jenniferland @BeckonInc #marketing #scorecards
![Page 75: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/75.jpg)
By key campaigns
@jenniferland @BeckonInc #marketing #scorecards
![Page 76: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/76.jpg)
Where to start: deep or wide? B
rand
1
Bra
nd 2
Bra
nd 3
…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
![Page 77: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/77.jpg)
Where to start: deep or wide? U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
![Page 78: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/78.jpg)
Focused and deep U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
![Page 79: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/79.jpg)
Wide but shallow U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
![Page 80: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/80.jpg)
Do both if you can U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
![Page 81: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/81.jpg)
4 key takeaways
@jenniferland @BeckonInc #marketing #scorecards
![Page 82: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/82.jpg)
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
@jenniferland @BeckonInc #marketing #scorecards
![Page 83: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/83.jpg)
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
• Consider structuring yours around a buyer’s journey framework or other integrated set of objectives. (Avoid a channel-specific scorecard.)
@jenniferland @BeckonInc #marketing #scorecards
![Page 84: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/84.jpg)
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
• Consider structuring yours around a buyer’s journey framework or other integrated set of objectives. (Avoid a channel-specific scorecard.)
• Make sure you have a plan for continuously updated data (by way of either automation or processes).
@jenniferland @BeckonInc #marketing #scorecards
![Page 85: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/85.jpg)
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
• Consider structuring yours around a buyer’s journey framework or other integrated set of objectives. (Avoid a channel-specific scorecard.)
• Make sure you have a plan for continuously updated data (by way of either automation or processes).
• Be prepared for your scorecard to travel far and wide. Put your best foot forward.
@jenniferland @BeckonInc #marketing #scorecards
![Page 86: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/86.jpg)
If you do this right…
@jenniferland @BeckonInc #marketing #scorecards
![Page 87: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/87.jpg)
If you do this right…
@jenniferland @BeckonInc #marketing #scorecards
![Page 88: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/88.jpg)
1. A copy of this presentation
@jenniferland @BeckonInc #marketing #scorecards
![Page 89: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/89.jpg)
BECKON SCORECARD BUILDERO
BJE
CT
IVE
KP
IM
ET
RIC
S
DEFINITIONS:Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance).
Tip: State key marketing or business objectives in the form of a question.
Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question.
Metrics: The set of performance measures by which an objective is evaluated.
Types include:
• Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI)
• Volume Metrics: Impression and engagement volume, total sales and other outcomes.
• Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate.
• Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome.
Beckon Proprietary and Confidential. Contact [email protected] for more information.
2. Build-Your-Own Performance Scorecard Worksheet
![Page 90: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/90.jpg)
3. A Sample Marketing Performance Scorecard
![Page 91: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/91.jpg)
BECKON MARKETING DATA FRAMEWORKOB
JECT
IVES
METR
ICS/
KPIS
DATA
REP
ORTI
NGCA
TEGO
RIES
DATA
SOU
RCES
& CH
ANNE
LS
ONLINE OFFLINE
MARKETING ACTIVITIES OUTCOMES
BRAND BUSINESS
BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY
STRATEGIC METRICS(all-channel,
CMO level)
TOP-DOWN ANALYTICSStart with a goal,
then find the data.
• Scorecards
• Dashboards
BOTTOM-UP ANALYTICS
Start with data,then find the insights.
• Ad-hoc analysis
• Auto correlation
• Variances
VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($)
AGGREGATED METRICS(multi-channel,manager level)
ACTIVITY METRICS(single-channel,tactician level)
• Total new customers• Total sales• NPS• Net sentiment
• Engagement/Impressions ratio• Paid/Earned ratio• Aided awareness• Share of voice
• ROMI• ROMO• Cost per new customer• Cost per point of awareness
• Impressions by campaign• Engagement by channel• Sales by region• GRPs by DMA
• E/I ratio by campaign• P/E ratio by channel• Engagement rate by agency• Likes per post by channel
• Cost per impression by campaign• Cost per engagement by channel• ROMI per business unit• Sales per square foot by region
• Visits• Clicks• Likes• Sends
• Click-through rate• Conversion rate• Open rate• Cart abandonment rate
• Cost per click• Cost per thousand• Cost per point• Cost per attendee
MARKETING
• Funnel• P/O/E• Channel• Campaign
BUSINESS
• Product• Industry• Region• Competition
ORGANIZATIONAL
• Business unit• Department• Owner• Agency
CUSTOMER
• Segmentation• Type (new, old)• Demographics
EXECUTION
• Placement• Creative• Offer• Test/Control
Beckon Proprietary and Confidential. Contact [email protected] for more information.
Display
Web
site
E-com
mer
ce
Mobile
App
SEOSEM
Face
book
Twitt
er
List
enin
g
Link
edIn
Video TV
Radio
OO
H
Direct
PR
Event
s
Sponsors
hip
Cinem
a
In-S
tore
Retail
Call C
ente
r
Brand
Custo
mer
Compet
itive
Sales
E-com
mer
ceCRM
4. The Marketing KPI Framework
![Page 92: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/92.jpg)
5. Marketing Scorecard Best Practices Whitepaper
![Page 93: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/93.jpg)
Jennifer Zeszut CEO and CMO Beckon [email protected] @jenniferland
QUESTIONS?
@jenniferland @BeckonInc #marketing #scorecards
![Page 94: The Art of the Marketing Scorecard Webcast by BECKON](https://reader034.fdocuments.us/reader034/viewer/2022042522/55c51515bb61ebc37e8b46bf/html5/thumbnails/94.jpg)
Thank You!
@jenniferland @BeckonInc #marketing #scorecards