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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]
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 %
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