Your Hosts

Sam MelnickVice President, Marketing

@SamMelnick

Jocelyn BrownVice President Customer Success

@JoceBrown

(AKA ROI Experts)

Let’s Talk ROI

ROI = ABC

A singular equation?

The truth:

Atqy^rWbc&PROI =

• No quick fix technologies

• No magic formulas

• Requires multiple views

ROI

Why Measure ROI?

Defend the Spend

Defend the Spend

#INBOUND17

“Where should I spendmy next marketing dollar

to drive the most impact?”

Measure Like a Business

Maslow's Hierarchy of Needs

Melnick’s Hierarchy of Measurements

Shift the conversation.

Business Impact

Advanced Measurements

Tactical Results

Core InvestmentsCheck out IDC’s Hierarchy of Metrics:

http://bit.ly/IDC_Metrics

Where am I spending my time & money?

• Spend (what / where / when)• Actuals compared to plan• Forecasts

Melnick’s Hierarchy of Measurements

Business Impact

Advanced Measurements

Tactical Results

Core Investments

What are my frontline results?

• Email open rates / CTR• Web traffic• MQLs, Inquiries • Attribution: What did this marketing activity do

for me?

Melnick’s Hierarchy of Measurements

Business Impact

Advanced Measurements

Tactical Results

Core Investments

How is marketing performing as a business?

• Spend mapped to buyer journey stage, corporate objectives, geo/product

• Pipeline influenced and sourced• Revenue driven by marketing

Melnick’s Hierarchy of Measurements

Business Impact

Advanced Measurements

Tactical Results

Core Investments

Where should we spend our next dollar?

• ROI (Returns + Investments)• Customer acquisition costs• Predictive / prescriptive actions

Melnick’s Hierarchy of Measurements

Business Impact

Advanced Measurements

Tactical Results

Core Investments

Melnick’s Hierarchy of Measurements

Shift the conversation.

Check out IDC’s Hierarchy of Metrics: http://bit.ly/IDC_Metrics

Business Impact

Advanced Measurements

Tactical Results

Core Investments

Why ROI is a Mystery

1) You’re Being Stubborn & Want Just 1 ROI Number

#INBOUND17

Marketers

The “Perfect” KPI

Business Impact

2) You’re forgetting the “I”

There is no “ROI” without the “I”

SPEND RESULTS MEASUREMENTS

3) You’re Using Outdated Technologies

82% use spreadsheets for critical operations:

Planning Budgeting Measuring

Marketing Performance Management

4) You Aren’t Making Nice with Finance

YOU FINANCE BFF

High-performing Marketing Orgs are

3X more likely to align with Finance

Static / flat Expecting revenueincreases

0%

10%

20%

30%

40%

50%

60%61%

27%

of Marketing organizations see Finance as a trusted, strategic partner…

14%

5) You’re Relying on Technology to Be a Magic Fix

High performing

companies

Integrate

marketing

technologies 5X

than low performing

companies

CRM

Why integrate tech?

• ROI• End-to-end visibility• Customer experience

MAP

MPM

MARTECH FOUNDATION

INVESTMENTS

ENGAGEMENT

RESULTS

How to Get it Right

Red Hat: Start with the I in ROI

Ryan Danner

Director, Global Marketing Planning & Financials

Red Hat & Allocadia

Client since 2015

250 Marketers in Allocadia

200+ Budgets Managed

Separating the “I” and the “R”

PLANS

POs

ACTUALS

ANALYTICS AND BI

TARGETS

INVESTMENT DATA

OUTCOMES DATA

OPPORTUNITY DATA

ACCOUNTDATA

ANALYTICS AND BICAMPAIGN

DATA

Bringing Together to Create ROI

Investments Outcomes ROMI

See the full story: http://bit.ly/Allocadia_RedHat

Pitney Bowes: Build Multiple Layers of Metrics

Anna Alexander

Sr. Manager Market Analysis

Pitney Bowes & Allocadia

Hardware & Software company

90% of the Fortune 500 as customers

300+ Marketers

100 Marketers within Allocadia

Pitney Bowes’s Layers of of ROI Measurements

Program & Campaign

Multi-touch tactical

attribution

Geography, Country & Line of Business

Company-wideStrategic

GEO/BU

Campaign

Type

Tactical

See the full story: http://bit.ly/Allocadia_Pitney

National Instruments: Merging Process & Technology

Helena Lewis

Chief - Marketing Operations &

Technology

National Instruments

$1.5B High-Tech Hardware/Software Company

Operations within 50 Countries

600+ Marketers

130 Marketers within Allocadia

Steps National Instruments took to get to ROI

Decided to use SiriusDecisions’

campaign framework

Centralized planning and

budgeting

But still had no way to enable

these changesSee the full story: http://bit.ly/Allocadia_NI

Life Before Process and Technology Changes

Life After Process & Technology Change

Where are we spending?What is our Plan?

What is our ROI?

#INBOUND17

More ROI Content

Red Hat & Microsoft’s

approach to ROI

http://bit.ly/MSFT_ROI

To learn more contact us at Hello@Allocadia.com (or Sam.Melnick@Allocadia.com)

Four Paths to ROI With Allocadia

Measure ROI by objective,

region, product, etc.

Utilize data from Allocadia

to measure ROI in a BI

tool (or elsewhere)

Measure ROI by tactic and

campaign with Allocadia data + additional

attribution data

Measure ROI by tactic or

campaign using first touch, last touch, or multi-

touch

Strategic ROI with Allocadia1. Attribution with

Allocadia2.Attribution with a third-party vendor3. External Modelling

& Analysis4.