Marketing Operations Summary Metrics By Channel


Published on

This was a summary slide on how key marketing operations metrics varied by channel. It's purpose was to see which channels produced different results.

Published in: Business, Career
  • Be the first to comment

Marketing Operations Summary Metrics By Channel

  1. 1. Program Types Versus Resulting Metrics Guaranteed Return Total Potential Return Opportunity % Opportunity # Cost Per Opportunity Opportunity Yield Account Specific Direct Marketing Exec. Bridging Executive Brief Exec Dinner Exec Roundtable Mid-Mkt. Seminar Newsletter Requalification Seminar Symposium Tech Workshop Teleprospecting Tradeshow User Group Web Seminar eDay Overall Ads Ads (Search Only) Results by Marketing Channel Good Bad
  2. 2. Metrics Definitions <ul><li>Opportunity Yield </li></ul><ul><ul><li>Opportunities Generated / Programs Performed </li></ul></ul><ul><li>Cost Per Opportunity </li></ul><ul><ul><li>Total Requested Budget / Opportunities Generated </li></ul></ul><ul><li>Opportunity # </li></ul><ul><ul><li># of accepted opportunities which are closed, lost, or in pipeline </li></ul></ul><ul><li>Opportunity % </li></ul><ul><ul><li>% of accepted opportunities allocated across closed, lost, or in pipeline </li></ul></ul><ul><li>Total Potential Return </li></ul><ul><ul><li>All accepted opportunity revenue / marketing spend. </li></ul></ul><ul><li>Guaranteed Return </li></ul><ul><ul><li>All closed opportunity revenue / marketing spend. </li></ul></ul>