How to Improve Marketing Efficiency Through Advanced Analytics


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  • I bet you all haven’t defined these standard marketing terms the way the guy in the video did…Concepts flow into metrics, all concepts have to be measured and monitored – do this through analyticsConcepts are not stand alone – you need metrics to back them up
  • There are hundreds of CRM metrics you can track, so select them carefully. Best practice is to monitor about 7 (± 2) metrics for any particular area. The key is to get good insight without becoming shackled by your metrics.
  • We are not showing – this for deck onlyToggle to demo org
  • Toggle to app –don’t show screen shot
  • Now that we have talked about the metrics and the data, let’s take it a step further and talk about new and unusual ways to show and access the data using salesforce analytics.
  • For Slide deck only – hide in presentation
  • How to Improve Marketing Efficiency Through Advanced Analytics

    1. 1. How to Improve Marketing Efficiency Through Advanced Analytics<br />Marketing Professionals<br />Leahanne Merritt:<br />Jeffry Mummert:<br />Marko Koosel:<br />Amy Mildren: Plantronics<br />
    2. 2. Housekeeping <br />We have wireless!<br />Q&A on our Session Record<br />How to Improve Marketing Efficiency ...<br />
    3. 3. Leahanne Merritt<br />Senior Customer Success Manager,<br />
    4. 4. Amy Mildren<br />Senior Application Architect, Plantronics<br />
    5. 5. Marko Koosel<br />Senior Product Manager,<br />
    6. 6. Jeffry Mummert<br />Principal Sales Engineer,<br />
    7. 7. Agenda<br />The “metrics” discussion<br />Manage your data and go beyond standard analytics functionality<br />Q&A<br />
    8. 8. Marketing Concepts in Two Minutes<br />
    9. 9. Tie it All Together<br />
    10. 10. Mind Your Metrics<br />Campaign <br />ROI<br />
    11. 11. Why Bother?<br />Is this You?<br />“I know half of my advertisement budget is wasted, I just don’t know which half.”<br />
    12. 12. Performance, Improvement, Accountability<br />Achieve your company vision<br />Calculate and improve effectiveness<br />Look out for problems<br />Improve communication<br />Get executive buy-in<br />Justify your existence<br />
    13. 13. Why Are These Metrics Important? – remove from final presentation<br />How does Plantronics leverage Analytics to monitor the success of their Campaigns? - Amy<br />Marko – What else do we hear from customers?<br />
    14. 14. How Plantronics is Leveraging Marketing Analytics<br />
    15. 15. Data Is the Key to Your KPIs<br />
    16. 16. The Votes are In!<br />Lead Conversion Rate<br />Cost per Campaign Opportunity<br />Campaign ROI<br />
    17. 17. Lead Conversion Rate<br />Number of Leads Converted<br />Number of Leads Created<br />
    18. 18. Example Report – Lead Conversion Rate<br />
    19. 19. Cost per Opportunity, Cost per $1000 Of Pipeline<br />Campaign Actual Cost<br />Number of Opportunities for All Stages <br />Campaign Actual Cost<br />(Opportunity Revenue for All Stages / 1000 ) <br />
    20. 20. Example Report – Cost Per $1K Of Pipeline Rev<br />
    21. 21. Campaign ROI<br /> (Total Value Closed Won Opportunities <br />Campaign Actual Cost <br /> Campaign Actual Cost<br />
    22. 22. Example Report – Campaign ROI<br />
    23. 23. A Complete View of Marketing Effectiveness<br />Dashboard Incorporating All Three KPIs<br />
    24. 24. Lead Conversion Rate Example<br />Report Formula to Calculate Metric (Conversion Rate)<br />Multiple Metrics in a single Dashboard Component (Table)<br />Totals for Metrics in the Component<br />
    25. 25. Campaign Cost Per Oppty & Per $1k of Pipeline Revenue<br />Multiple Metrics in a single Dashboard Component (Bar Chart & Line Graph)<br />Multiple Report Formulas <br />
    26. 26. Top 5/Bottom 5 Campaigns by ROI<br />Limit Number of Rows in Report<br />Leverage “ROI” Auto-Calculated Field in Campaign Report Type<br />Chatter on Dashboard Performance<br />
    27. 27. And Coming Soon…Collaborative Analytics<br /><ul><li>Follow metric/gauge components
    28. 28. Share a component with a Dashboard Feed
    29. 29. Share a component to User or Group feed
    30. 30. Get notified of significant data changes</li></li></ul><li>Other Resources<br />Standard Campaign Reports<br />Analytics Blog<br /><br />Marketing Blog<br /><br />Salesforce Community<br />How Salesforce Uses Marketing<br />9 Tips for Creating Successful Email Campaigns<br />Insights Monthly Newsletter<br />Insights News<br />AppExchange<br />
    31. 31. Chatter Q&A<br />
    32. 32. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />