The Magic of Marketing Metrics

The Magic of Marketing Metrics Zach Bailey, VP Products Pardot July 19, 2012

Agenda•  Intro•  Where We ve Been•  Where We Are•  Where We Can Go

Where We ve Been Marketing of the past...

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

Where We Are Living in the Present

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

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

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

What Matters•  Be S.M.A.R.T. •  Be Scientiﬁc! •  Speciﬁc •  Question •  Measurable •  Hypothesis •  Attainable •  Experiment •  Relevant •  Analyze •  Timely •  Iterate

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.”

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

Example Report: Funnel

Example Report: ROI

Example KPIs: Conversion

Example Metrics: Email

Example Metrics:Forms & Landing Pages

Question time!

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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The Magic of Marketing Metrics

by Pardot on Jul 20, 2012

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