Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
MARKETING MEASUREMENT MASTERY
Live webcast: October 28, 2014
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
Tina ...
Tina Moffett
Tina Moffett
Customer Intelligence Analyst
Forrester Research
@vmoffett @Forrester
•  Customer Analytics
•  D...
Kevin Dodson
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
•  Omnichannel Analytics
•  Marketing Strategy
•  Mar...
helps brands
understand and
beautifully
communicate the
business impact of
everything that
marketing does
@kevdod @BeckonI...
Agenda
MARKETING MEASUREMENT MASTERY
•  Marketing Measurement Trends
•  Marketing Measurement Capabilities
•  Take Action
...
1.  A copy of the slides from this webinar
(plus a link for future viewing)
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVESMETRICS/KPIS
DATAREPORTING
CATEGORIES
DATASOURCES
&CHANNELS
ONLINE OFFLINE
MARKE...
CHANNEL
DATA SOURCE
(APPLICATION, AGENCY, REPORT) OWNER PRIORITY
UPLOAD
FREQUENCY
MARKETING ACTIVITIES - ONLINE
Website
Mi...
4. A Sample Marketing Performance Scorecard
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPIMETRICS
DEFINITIONS:
Objective: Key marketing
or business objective to be
monitored o...
MARKETING MEASUREMENT THERAPY
Marketing Analytics Strategies to Cure Your Big Data Headache
MARKETING
MEASUREMENT MASTERY
...
Making Leaders Successful
Every Day
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Agenda
› Marketing Measurement Trends
› Marketing Measurement
C...
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Empowered customers have given rise to a new era . .
Age of man...
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
. . . with four market imperatives
Transform
the customer
exper...
© 2014 Forrester Research, Inc. Reproduction Prohibited 16@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Hiring talent to manage measurement and
analytics
Managing data...
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Source: Forrester/Burchworks State of Customer Analytics Survey...
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Source: Forrester/Burchworks State of Customer Analytics Survey...
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
90% Use customized measurement reports
and analysis are created...
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Agenda
› Marketing Measurement Trends
› Marketing Measurement
C...
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Firms focused on core pillars to ensure marketing
performance m...
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Organizations must assess their measurement
capabilities across...
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
Organizations must assess their measurement
capabilities across...
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
Organizations must assess their measurement
capabilities across...
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Organizations must assess their measurement
capabilities across...
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Organizations must assess their measurement
capabilities across...
© 2014 Forrester Research, Inc. Reproduction Prohibited 28
Organizations must assess their measurement
capabilities across...
© 2014 Forrester Research, Inc. Reproduction Prohibited 29
Develop a strategic plan to guide the maturity journey
Marketer...
© 2014 Forrester Research, Inc. Reproduction Prohibited 30
Agenda
› Marketing Measurement Trends
› Marketing Measurement
C...
© 2014 Forrester Research, Inc. Reproduction Prohibited 31
Source: A commissioned conducted by Forrester Consulting on beh...
Thank you
Tina Moffett
@vmoffett
@vmoffett @Forrester
MARKETING MEASUREMENT THERAPY
Marketing Analytics Strategies to Cure Your Big Data Headache
BUILDING A MARKETING
PERFORMAN...
Countless channel-specific tools hold
channel-specific data
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Displ...
While business and brand
performance typically stand alone
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Displa...
While business and brand
performance typically stand alone
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Displa...
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
…
BrandOutcomes
CPMCTR
views
pins
down-...
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
…
BrandOutcomes
CPMCTR
views
pins
down-...
MARKETERS ARE
DATA RICH BUT
INSIGHT POOR
@kevdod @BeckonInc
MARKETERS ARE
DATA RICH BUT
INSIGHT POOR
&
OMNICHANNEL
REPORTING IS A
MESS
@kevdod @BeckonInc
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
@...
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
M...
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
R...
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
R...
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
R...
In other words, take this:
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
And turn it into this:
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
Marketing Data Framework
(aka The Unified Theory of
[Marketing Data] Relativity)
by Beckon
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
BECKON MARKETING DATA FRAMEWORK
OBJECTIVES
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVES
A key marketing or business goal that you want to monitor and
evaluate
@kevdod ...
BECKON MARKETING DATA FRAMEWORK
Remember to make them SMART:
Specific
Measureable
Attainable
Realistic
Timely
Example:
OK:...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVES
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
Marketing...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELSOBJECTIVES...
CHANNEL
DATA SOURCE
(APPLICATION, AGENCY, REPORT) OWNER PRIORITY
UPLOAD
FREQUENCY
MARKETING ACTIVITIES - ONLINE
Website
Mi...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELSOBJECTIVES...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIESOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLIN...
Understanding Reporting Categories
Metric Reporting
Categories
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIESOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLIN...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIESOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLIN...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRA...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRA...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRA...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRA...
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRA...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPOR...
@kevdod @BeckonInc
Objectives: A key marketing or business goal that you
want to monitor and evaluate
Remember to make them SMART:
Specific
M...
KPIs: key measurements that best answer the
questions you must ask in order to drive your
objectives.
KPIs are often deriv...
Metrics: the set of performance measures by which
you’ll monitor and evaluate how well you’re meeting
your objectives.
Pro...
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPI
STRATEGY 1:
Organize around Business and Brand Objectives
Increase LTV
10% Among
Mal...
BECKON SCORECARD BUILDER
OBJECTIVEKPI
STRATEGY 2:
Organize Around Key Initiatives or Campaigns
FIFA World
Cup Campaign
New...
STRATEGY 3:
Organize Around The Buyer’s Journey
Different options for organizing a scorecard
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
Good luck!
But know that Beckon is always here to help.
•  Built by marketers, for marketers
•  Intuitive software + exper...
1.  A copy of the slides from this webinar
(plus a link for future viewing)
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVESMETRICS/KPIS
DATAREPORTING
CATEGORIES
DATASOURCES
&CHANNELS
ONLINE OFFLINE
MARKE...
CHANNEL
DATA SOURCE
(APPLICATION, AGENCY, REPORT) OWNER PRIORITY
UPLOAD
FREQUENCY
MARKETING ACTIVITIES - ONLINE
Website
Mi...
4. A Sample Marketing Performance Scorecard
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPIMETRICS
DEFINITIONS:
Objective: Key marketing
or business objective to be
monitored o...
Proprietary and Confidential 105
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
Tina Moffett
Customer Intelligenc...
Proprietary and Confidential 106
Thank you
Marketing Measurement Mastery Webcast Slides by BECKON
Marketing Measurement Mastery Webcast Slides by BECKON
Marketing Measurement Mastery Webcast Slides by BECKON
Marketing Measurement Mastery Webcast Slides by BECKON
Marketing Measurement Mastery Webcast Slides by BECKON
Marketing Measurement Mastery Webcast Slides by BECKON
Marketing Measurement Mastery Webcast Slides by BECKON
Próxima SlideShare
Cargando en…5
×

Marketing Measurement Mastery Webcast Slides by BECKON

1.181 visualizaciones

Publicado el

Omnichannel marketing measurement doesn’t happen overnight—it’s a journey. Join Forrester Analyst Tina Moffett and Beckon VP of Data Strategy Kevin Dodson to learn how top brands measure and optimize omnichannel marketing performance.

Publicado en: Marketing
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ■■■ http://tinyurl.com/y3hc8gpw
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Marketing Measurement Mastery Webcast Slides by BECKON

  1. 1. MARKETING MEASUREMENT MASTERY Live webcast: October 28, 2014 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
  2. 2. Tina Moffett Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester •  Customer Analytics •  Data Management •  Database Marketing •  Direct Marketing •  Information Management •  Marketing Measurement •  Marketing Organization & Culture •  Marketing Organizational Structure •  Marketing ROI •  Measurement Methods & Techniques •  Predictive Analytics @vmoffett @Forrester
  3. 3. Kevin Dodson Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc •  Omnichannel Analytics •  Marketing Strategy •  Marketing Measurement •  Measurement Methods & Techniques •  Data Collection •  Data Management •  Marketing ROI @kevdod @BeckonInc
  4. 4. helps brands understand and beautifully communicate the business impact of everything that marketing does @kevdod @BeckonInc
  5. 5. Agenda MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework – How it All Must Come Together •  Marketing Performance Measurement Scorecard – Buyer’s Journey Example •  The Marketing Scorecard Template – Your To Do @kevdod @BeckonInc
  6. 6. 1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
  7. 7. BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start 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 sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
  8. 8. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
  9. 9. 4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
  10. 10. BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS 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 sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet
  11. 11. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action Tina Moffett Customer Insights Analyst Forrester Research @vmoffett @Forrester @vmoffett @Forrester
  12. 12. Making Leaders Successful Every Day @vmoffett @Forrester
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 Empowered customers have given rise to a new era . . Age of manufacturing Mass manufacturing makes industrial powerhouses successful •  Ford •  Boeing •  GE •  RCA Age of distribution Global connections and transportation systems make distribution key •  Wal-Mart •  Toyota •  P&G •  UPS Age of information Connected PCs and supply chains mean those that control information flow dominate •  Amazon •  Google •  Comcast •  Capital One Age of the customer Empowered buyers demand a new level of customer obsession •  Macy’s •  Salesforce.com •  USAA •  Amazon @vmoffett @Forrester
  15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 . . . with four market imperatives Transform the customer experience Embrace the mobile mind shift Become a digital business Age of the customer Turn big data into business insights @vmoffett @Forrester
  16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16@vmoffett @Forrester
  17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Hiring talent to manage measurement and analytics Managing data from a variety of sources Ensuring data quality from a variety of sources Please rank the top three challenges that prevent your organization from making use of measurement and analytics. Source: Forrester/Burchworks State of Customer Analytics Survey 2014 @vmoffett @Forrester
  18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Majority of marketers measure efficiency and effectiveness of campaigns 34.7% 66.5% 53.5% 63.5% 75.9% 70.6% 75.3% 80% Please indicate your level of agreement with each of the following statements that pertains to measurement in your organization: @vmoffett @Forrester
  19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Marketers measure customer based metrics to understand acquisition and growth Please indicate which metrics your organization uses to measure customer interactions. Select all that apply. @vmoffett @Forrester
  20. 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 90% Use customized measurement reports and analysis are created based on need and function 80% Share results of analytics projects are periodically delivered through email to key stakeholders Please indicate your level of agreement with the following statements regarding insights distribution (top 2 box) 45% Access analytics insights and methodologies through a a knowledge management portal
  21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  22. 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Firms focused on core pillars to ensure marketing performance measurement success ü  Crafting a marketing measurement strategy ü  Building organization and resource support ü  Securing the right data and technology ü  Defining metrics and KPIs ü  Driving results through optimization and activation @vmoffett @Forrester
  23. 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy Organization and Resources Technology and Data Metrics and KPIs Optimization and Activation •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Insights sharing •  Recommendation s •  Marketing and Media Planning @vmoffett @Forrester
  24. 24. © 2014 Forrester Research, Inc. Reproduction Prohibited 24 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  Align marketing metrics to core business metrics, such as ROMI or revenue impact •  Develop measurement plans aligned with marketing objectives •  Outline program objectives, design test matrices, and map out measurement forecasts and metrics @vmoffett @Forrester
  25. 25. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Organization and Resources •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Organize to align marketing and analytics resources to manage and support measurement. •  Have business analysts interpret results •  Defined project management practices (knowledge management, cross-functional collaboration) @vmoffett @Forrester
  26. 26. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Technology and Data •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Use performance management tools to measure marketing success •  Automatically ingest marketing data through APIs and log files •  Enforce data audits •  Create a meta data/ metric dictionary @vmoffett @Forrester
  27. 27. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Metrics and KPIs •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Have clearly defined marketing efficiency and effectiveness metrics to measure campaign success (cost per acquisition, cost per click, sales conversion rates) •  Calculate ROMI for every campaign •  Connect marketing performance with business impact (acquisition rates, upsell rates, customer profitability) @vmoffett @Forrester
  28. 28. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Optimization and Activation •  Insights sharing •  Recommendation s •  Marketing and Media Planning •  Integrate measurement insights into the greater marketing strategy •  Share insights across the marketing organization •  Build multivariate marketing tests based on results; identify campaign champions •  Shift marketing budgets based on past campaign results •  Act on results and test offers, creative, content, and channel @vmoffett @Forrester
  29. 29. © 2014 Forrester Research, Inc. Reproduction Prohibited 29 Develop a strategic plan to guide the maturity journey Marketers measure contextual interactions, using results to optimize interactions across the customer lifecycle. Marketers adopt a more advanced measurement approach, like attribution and mix, and link performance to business outcomes Marketers focus on basic marketing efficiency and effectiveness metrics and think about the right technologies to track performance. Marketers provide basic measurement approach, focused on start to socialize marketing and channel measurement, gaining support, inventory of data, analysis of measurement needs . Profile @vmoffett @Forrester
  30. 30. © 2014 Forrester Research, Inc. Reproduction Prohibited 30 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  31. 31. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 Source: A commissioned conducted by Forrester Consulting on behalf of Kenshoo, October 2014 ›  Assess your marketing performance. ›  Get Support from your CMO. ›  Conduct a measurement workshop. ›  Define your marketing performance measurement objectives. ›  Tackle the top two measurement obstacles first. Prepare for a lengthy measurement journey @vmoffett @Forrester
  32. 32. Thank you Tina Moffett @vmoffett @vmoffett @Forrester
  33. 33. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework •  Marketing Performance Measurement Scorecard •  The Marketing Scorecard Template Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc @kevdod @BeckonInc
  34. 34. Countless channel-specific tools hold channel-specific data Web Email Search TV Twitter Facebook OOH Mobile In-store Display @kevdod @BeckonInc
  35. 35. While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes BrandOutcomes @kevdod @BeckonInc
  36. 36. While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes @kevdod @BeckonInc
  37. 37. Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes CPMCTR views pins down- loads friends TRPs clicks MQLs bounce likes views re- tweets fans visits SQLs Impre- ssions GRP GRPs opens @kevdod @BeckonInc
  38. 38. Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes CPMCTR views pins down- loads friends TRPs clicks MQLs bounce likes views re- tweets fans visits SQLs Impre- ssions GRP GRPs opens But what works best across it all? and How is it all working together to impact the business? @kevdod @BeckonInc
  39. 39. MARKETERS ARE DATA RICH BUT INSIGHT POOR @kevdod @BeckonInc
  40. 40. MARKETERS ARE DATA RICH BUT INSIGHT POOR & OMNICHANNEL REPORTING IS A MESS @kevdod @BeckonInc
  41. 41. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business @kevdod @BeckonInc
  42. 42. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  43. 43. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  44. 44. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  45. 45. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  46. 46. In other words, take this: @kevdod @BeckonInc
  47. 47. @kevdod @BeckonInc
  48. 48. @kevdod @BeckonInc
  49. 49. And turn it into this: @kevdod @BeckonInc
  50. 50. @kevdod @BeckonInc
  51. 51. @kevdod @BeckonInc
  52. 52. Marketing Data Framework (aka The Unified Theory of [Marketing Data] Relativity) by Beckon @kevdod @BeckonInc
  53. 53. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  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 •  GRP’s 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 sq. 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 VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with a goal, then find the data • Dashboards • Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights • Ad-hoc Analysis • Auto correlation • Variances METRICS/KPIS @kevdod @BeckonInc
  54. 54. BECKON MARKETING DATA FRAMEWORK OBJECTIVES @kevdod @BeckonInc
  55. 55. BECKON MARKETING DATA FRAMEWORK OBJECTIVES A key marketing or business goal that you want to monitor and evaluate @kevdod @BeckonInc
  56. 56. BECKON MARKETING DATA FRAMEWORK Remember to make them SMART: Specific Measureable Attainable Realistic Timely Example: OK: Increase unaided awareness Good: Increase unaided awareness among teens Better: Increase unaided awareness among teens by 5% Best: Increase unaided awareness among teens by 5% in Q1 OBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
  57. 57. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Marketing and business sources of data that measure activities, spend, and outcomes. An outcome is an action, event, or condition to be maximized or minimized @kevdod @BeckonInc
  58. 58. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  59. 59. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  60. 60. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  61. 61. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other BECKON DATA SOURCE WORKSHEET @kevdod @BeckonInc
  62. 62. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  63. 63. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
  64. 64. Understanding Reporting Categories Metric Reporting Categories @kevdod @BeckonInc
  65. 65. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
  66. 66. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  67. 67. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM Metrics: The set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. KPIs or Key Performance Indicators: Special metrics that best answer the questions you must ask in order to drive your objectives MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  68. 68. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  69. 69. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  70. 70. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  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 •  GRP’s 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 sq. 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 VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  71. 71. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  72. 72. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  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 •  GRP’s 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 sq. 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 VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY METRICS/KPIS BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances @kevdod @BeckonInc
  73. 73. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  74. 74. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  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 •  GRP’s 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 sq. 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 VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the metrics/data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS 80% 20% Resource Allocation
  75. 75. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  76. 76. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  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 •  GRP’s 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 sq. 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 VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  77. 77. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  78. 78. @kevdod @BeckonInc
  79. 79. Objectives: A key marketing or business goal that you want to monitor and evaluate Remember to make them SMART: Specific Measureable Attainable Realistic Timely @kevdod @BeckonInc
  80. 80. 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. @kevdod @BeckonInc
  81. 81. 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? @kevdod @BeckonInc
  82. 82. @kevdod @BeckonInc
  83. 83. @kevdod @BeckonInc
  84. 84. @kevdod @BeckonInc
  85. 85. @kevdod @BeckonInc
  86. 86. BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 1: Organize around Business and Brand Objectives Increase LTV 10% Among Males 11-17 Grow Sales in China by 5% Be an industry Thought Leader Increase Share of Wallet by 5% •  Take cues from the business and its objectives •  Doesn’t require a connection between the objectives •  Make sure they are all at the same “level” – strategic, tactical Different options for organizing a scorecard @kevdod @BeckonInc
  87. 87. BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 2: Organize Around Key Initiatives or Campaigns FIFA World Cup Campaign New Product Launch Back to School Holiday 2014 •  Think of it as consolidated campaign reporting •  Allows the easy comparison of similar types of objectives •  Doesn’t require a connection between the objectives Different options for organizing a scorecard @kevdod @BeckonInc
  88. 88. STRATEGY 3: Organize Around The Buyer’s Journey Different options for organizing a scorecard
  89. 89. @kevdod @BeckonInc
  90. 90. @kevdod @BeckonInc
  91. 91. @kevdod @BeckonInc
  92. 92. Good luck! But know that Beckon is always here to help. •  Built by marketers, for marketers •  Intuitive software + expert guidance •  We work with amazing brands in many segments, so we benefit from the wisdom of the [CMO] crowd And we will send you all… @kevdod @BeckonInc
  93. 93. 1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
  94. 94. BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start 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 sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
  95. 95. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
  96. 96. 4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
  97. 97. BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS 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 sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet @kevdod @BeckonInc
  98. 98. Proprietary and Confidential 105 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
  99. 99. Proprietary and Confidential 106 Thank you

×