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Marketing Channel Ranking Tool
Instructions
1. In the "Selection Criteria" tab, customize weightings to match current busi...
The Marketing Channel Ranking Tool
Customize this tool by changing the weighting scale for each selection criterion. Feel ...
Channel Scoring
List the marketing channels that you would like to evauluate and rank them against the pre-selected criter...
Rankings
Sort by selecting all Channels, Overall Channel Score, Brand Promotion Quality, Lead Quality and Cost/Event. Clic...
Lead Generation Quality

High

Low

Wide Reach

e-Newsletter

Website

Top Priority

Webcasts
PPC Ads

Bubble Size = Cost/...
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Marketing Channel Ranking Tool

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Marketing Channel Ranking Tool helps you determine which channels are the best fit for your product/service. This Excel spreadsheet allows you to rank marketing channels based on their brand promotion quality, lead quality and cost/event. Once you have ranked each channel, a bubble matrix chart is automatically generated to communicate the findings of your analysis.

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Transcript of "Marketing Channel Ranking Tool"

  1. 1. Marketing Channel Ranking Tool Instructions 1. In the "Selection Criteria" tab, customize weightings to match current business priorities. Be sure that your total weight equals no more or less than 100%. 2. In the "Channel Scoring" tab, rank each channel on a scale of 1-10 based on how well it meets the criteria. 3. In the "Channel Scoring" tab, indicate the cost per event for the various channel functions (internal costs, delivery costs and other (external) costs). 4. Evaluate channel scores in the "Rankings" tab to make resource allocation decisions. 5. Use the "Bubble Matrix" tab to communicate channel rankings and select the most appropriate channel.
  2. 2. The Marketing Channel Ranking Tool Customize this tool by changing the weighting scale for each selection criterion. Feel free to modify the selection criteria as required. Brand Promotion Quality Lead Quality Cost/Event Selection Criteria Alignment with Image Market Visibility Accountability Internal Champion Purchase Responsibility Conversion Potential Weighting Scale 20% 20% 15% 15% 15% Weight 15% Ranking Criteria Definitions Alignment with Image This channel is aligned to corporate goals & objectives with regard to method of presentation. Market Visibility This channel improves visibility in the marketplace. Accountability This channel makes it easy to obtain an accurate count of impressions, ROI, or distribution. Internal Champion This channel reaches the internal champion and/or target audience. Purchase Responsibility This channel reaches people with purchase responsibility. Conversion Potential There is a high likelihood and/or predictable conversion rate using the specified channel. Production Time Cost What is the cost of time required to put this in play? What is the cost of production? Delivery Cost What are the costs associated with putting media piece through this channel? Other Costs Are there any other costs (non-internal) that are required for this channel? 100% Production Time Cost Delivery Cost Other Costs
  3. 3. Channel Scoring List the marketing channels that you would like to evauluate and rank them against the pre-selected criteria on a scale of 1-10 based on how strongly you agree/disagree. Brand Promotion Quality Channels Weighting Website e-Newsletter Blog PPC Ads Webcasts Press Releases Promotional Emails Direct Emails Other Channel #1 Other Channel #2 Other Channel #3 Other Channel #4 Other Channel #5 Other Channel #6 Other Channel #7 Alignment with Image Market Visibility Accountability 20% 20% 9 4 5 Lead Quality Cost/Event Total Costs Internal Champion Purchase Responsibility Conversion Potential 15% 15% 15% 15% 8 3 4 8 8 3 7 8 2 8 9 3 9 7 4 $ 7,000 $ 1,000 $ 500 $ 8,500 $ 750 $ 500 $ 100 $ 1,350 $ 1,500 $ 500 $ 500 $ 2,500 5 5 8 3 7 4 7 4 6 3 7 3 5 6 5 4 4 5 4 4 7 6 5 3 $ 1,000 $ 1,000 $ 5,000 $ 7,000 $ 2,000 $ 1,000 $ 250 $ 3,250 $ 150 $ 100 $ 250 $ 500 $ 1,000 $ 500 $ 100 $ 1,600 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - 0 0 0 0 0 0 0 0 0 0 0 0 $ - $ - $ - $ - $ - $ - $ - $ - Production Time Cost Delivery Cost Other Costs
  4. 4. Rankings Sort by selecting all Channels, Overall Channel Score, Brand Promotion Quality, Lead Quality and Cost/Event. Click "Data" and "Sort" to select your preferred order. Channel Overall Channel Score Brand Promotion Quality Lead Quality Cost/Event Website 8.2 4.6 3.6 $8,500 e-Newsletter 6.2 2.6 3.6 $1,350 Blog 3.6 2.3 1.4 $2,500 PPC Ads 5.7 3.3 2.4 $7,000 Webcasts 4.8 2.3 2.6 $3,250 Press Releases 6.2 4.1 2.1 $500 Promotional Emails 3.5 1.9 1.7 $1,600 Direct Emails 0.0 0.0 0.0 $0 Other Channel #1 0.0 0.0 0.0 $0 Other Channel #2 0.0 0.0 0.0 $0 Other Channel #3 0.0 0.0 0.0 $0 Other Channel #4 0.0 0.0 0.0 $0 Other Channel #5 0.0 0.0 0.0 $0 Other Channel #6 0.0 0.0 0.0 $0 Other Channel #7 0.0 0.0 0.0 $0
  5. 5. Lead Generation Quality High Low Wide Reach e-Newsletter Website Top Priority Webcasts PPC Ads Bubble Size = Cost/Event Press Releases Promotional Emails Blog Specialized Reach Least Effective Low High Brand Promotion Quality

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