The Magic of Marketing Metrics

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Join Zach Bailey, Vice President of Products at Pardot, as he gives us an overview of how marketing metrics easily and efficiently give us the tools that we need to help improve our campaign results.

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The Magic of Marketing Metrics

  1. 1. The Magic of Marketing Metrics Zach Bailey, VP Products Pardot July 19, 2012
  2. 2. Agenda•  Intro•  Where We ve Been•  Where We Are•  Where We Can Go
  3. 3. Where We ve Been Marketing of the past...
  4. 4. Where We ve Been •  Whoever shouts the most and loudest, wins •  Print Media •  Marketing as an art form •  Campaign ROI? Fuggedaboutit!“Half the money I spend on advertising is wasted; the trouble is I dont know which half.” -John Wanamaker
  5. 5. Where We Are Living in the Present
  6. 6. Where We Are•  Digital age, digital presence - website, email, social media•  Marketing is measurable•  Campaigns and marketing efforts DO matter•  Numbers - Metrics, KPIs, ROI•  Marketing as a science! “What gets measured, gets managed.” -Peter Drucker
  7. 7. A little scary?•  Numbers can be intimidating to some marketing team members•  Numbers and metrics are your friends•  Use to your advantage •  Gauge campaign effectiveness •  Identify unmet needs •  Minor modifications make major differences
  8. 8. Metrics, KPIs, and ROI•  Metric - a standard of measurement•  KPI (Key Performance Indicator) - indicators that help define and measure progress toward a specific goal KPI (%) = Metric / Goal •  ROI (Return on Investment) - the return on money dedicated to a particular effort ROI (%) = (return - cost) / cost
  9. 9. What Matters•  Be S.M.A.R.T. •  Be Scientific! •  Specific •  Question •  Measurable •  Hypothesis •  Attainable •  Experiment •  Relevant •  Analyze •  Timely •  Iterate
  10. 10. Which are SMART?“We need more Twitter followers.”“Let’s grow our newsletter subscriptions by20% by the end of the year!”“I’d like to double our time-on-sitebefore launching that campaign.”
  11. 11. Getting Started•  Strategic (VP Mktg, CMO) •  Funnel - net new leads, lead velocity •  Marketing sourced revenue •  ROI - Overall -> Channel -> Campaign•  Tactical (everyone!) •  Web/Social Engagement •  Email deliverability, opens, clicks •  Form/Landing Page Conversion rates
  12. 12. Example Report: Funnel
  13. 13. Example Report: ROI
  14. 14. Example KPIs: Conversion
  15. 15. Example Metrics: Email
  16. 16. Example Metrics:Forms & Landing Pages
  17. 17. Question time!
  18. 18. Zach Bailey Pardot 950 East Paces Ferry Road  Vice  President  of  Products   Suite 3300 Pardot   Atlanta, GA 30326  zach.bailey@pardot.com     404.492.6848  Twi6er  -­‐  @znbailey   877.3B2B.ROI   www.pardot.com  

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