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Q5 key marketing metrics

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Metrics - How to show value

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Q5 key marketing metrics

  1. 1. KEY Marketing Metrics
  2. 2. •••• – –•••
  3. 3. ••••••• –• – –
  4. 4. Budget Planned ActualTotal Marketing ExpenseCredits $ $ 25,000 5,000 •Net Marketing Cost $ 20,000Average Sales Cost per Lead $ 40# Leads GeneratedCost to Sales $ $ 5,000 200,000 • •Total Investment $ 220,000Marketing ImpactAwareness - Impressions - # Audience ReachedMarketing Lead Rate $ 4,000 125% •Incremental Leads $ 5,000Marketing Cost per Lead $ 4Sales ImpactIncremental Leads $ 5,000 •Close rate 15%Incremental Sales $ 750Av Rev Per Sale $ 1,000Total Incremental RevenueAverage GM $ 750,000 45% •Total Incremental GM $ 337,500Total Return $ 117,500ROI 53%
  5. 5. Area Why Backward / Lagging Current / Whats Future / Leading WorkingRevenue/ Impact on • Actual Vs. • Conversion • Marking Company Target Rate Projections..[ Topline impact ] Revenue • Prospect DBProgram Financial • Investment • Response • ProjectedPerformance Contribution of Return Rate Contribution Programs • Program ROI[Efficiency /Effectiveness]Customer Lifetime Value of • ASP • Cost to • NPSProfitability a Customer Acquire a • Retention New Cust[Intangible]
  6. 6. ••••
  7. 7. Quality Is Better than QuantityAwareness Prospects Leads Opportunity Bookings Post Sale InvestmentWeb Visits # Prospects New Active Mktg Gen Total Retention / $DG / Leads Churn ProspectBlog Size of Old Leads Sales By Segment $ DG perSubscribers Prospect Gen Opportunity ListF/book ? Inbound Referral Gen ASP ROI on Leads Program SEA Leads SEA Leads Av. Discount Total Mktg Investment/ Opportunity ANZ Leads ANZ Leads CN etc. CN etc. Lead to Opp Conv %
  8. 8. Email Seminars Comms Web Online Ads DM CustomerUnsubscribes Attendees # Press Views / Impressions Eyes On Churn Releases VisitorsBounce s Drop offs # Interviews Unique Views CPC Delivery Customer Lifetime ValueOpen Rate Engagement # Press Conversions CPM Response SOW Rate EventsClick Coverage / CPC CPC NPSThroughs Sentiment Share of CPA Customer voice Engagement Quality Is Better than Quantity
  9. 9. •••••
  10. 10. •••• This is an area that I have some expertise in .. But I have not included this in this slide Deck – Better to discuss Face on Face
  11. 11. •••••• –
  12. 12. 5xAverage Great Retention

Metrics - How to show value

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