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MARKETING MEASUREMENT MASTERY
Live webcast: October 28, 2014
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
Tina Moffett
Customer Intelligence Analyst
Forrester Research
@vmoffett @Forrester
Tina Moffett
Tina Moffett
Customer Intelligence Analyst
Forrester Research
@vmoffett @Forrester
•  Customer Analytics
•  Data Management
•  Database Marketing
•  Direct Marketing
•  Information Management
•  Marketing Measurement
•  Marketing Organization & Culture
•  Marketing Organizational Structure
•  Marketing ROI
•  Measurement Methods &
Techniques
•  Predictive Analytics
@vmoffett @Forrester
Kevin Dodson
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
•  Omnichannel Analytics
•  Marketing Strategy
•  Marketing Measurement
•  Measurement Methods &
Techniques
•  Data Collection
•  Data Management
•  Marketing ROI
@kevdod @BeckonInc
helps brands
understand and
beautifully
communicate the
business impact of
everything that
marketing does
@kevdod @BeckonInc
Agenda
MARKETING MEASUREMENT MASTERY
•  Marketing Measurement Trends
•  Marketing Measurement Capabilities
•  Take Action
BUILDING A MARKETING PERFORMANCE MEASUREMENT
FRAMEWORK
•  The Marketing Data Framework – How it All Must Come Together
•  Marketing Performance Measurement Scorecard – Buyer’s Journey Example
•  The Marketing Scorecard Template – Your To Do
@kevdod @BeckonInc
1.  A copy of the slides from this webinar
(plus a link for future viewing)
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVESMETRICS/KPIS
DATAREPORTING
CATEGORIES
DATASOURCES
&CHANNELS
ONLINE OFFLINE
MARKETING ACTIVITIES OUTCOMES
BRAND BUSINESS
BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY
STRATEGIC METRICS
(all-channel,
CMO level)
TOP-DOWN
ANALYTICS
Start with a goal,
then find the data.
• Scorecards
• Dashboards
BOTTOM-UP
ANALYTICS
Start with data,
then find the insights.
• Ad-hoc analysis
• Auto correlation
• Variances
VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($)
AGGREGATED METRICS
(multi-channel,
manager level)
ACTIVITY METRICS
(single-channel,
tactician level)
• Total new customers
• Total sales
• NPS
• Net sentiment
• Engagement/Impressions ratio
• Paid/Earned ratio
• Aided awareness
• Share of voice
• ROMI
• ROMO
• Cost per new customer
• Cost per point of awareness
• Impressions by campaign
• Engagement by channel
• Sales by region
• GRPs by DMA
• E/I ratio by campaign
• P/E ratio by channel
• Engagement rate by agency
• Likes per post by channel
• Cost per impression by campaign
• Cost per engagement by channel
• ROMI per business unit
• Sales per square foot by region
• Visits
• Clicks
• Likes
• Sends
• Click-through rate
• Conversion rate
• Open rate
• Cart abandonment rate
• Cost per click
• Cost per thousand
• Cost per point
• Cost per attendee
MARKETING
• Funnel
• P/O/E
• Channel
• Campaign
BUSINESS
• Product
• Industry
• Region
• Competition
ORGANIZATIONAL
• Business unit
• Department
• Owner
• Agency
CUSTOMER
• Segmentation
• Type (new, old)
• Demographics
EXECUTION
• Placement
• Creative
• Offer
• Test/Control
Beckon Proprietary and Confidential. Contact sales@beckon.com for more information.
D
isplay
Em
ailW
ebsite
E-com
m
erce
M
obile
A
pp
SEO
SEMFacebook
Tw
itterListeningLinkedIn
V
ideo
TV
R
adio
Print
O
O
H
D
irectM
ail
PR
Events
SponsorshipC
inem
aIn-Store
R
etail
C
allC
enter
B
randC
ustom
er
C
om
petitive
Sales
E-com
m
erce
C
R
M
2. The Beckon Marketing Data Framework
@kevdod @BeckonInc
CHANNEL
DATA SOURCE
(APPLICATION, AGENCY, REPORT) OWNER PRIORITY
UPLOAD
FREQUENCY
MARKETING ACTIVITIES - ONLINE
Website
Microsite
Blog
E-commerce
Display
Video
Mobile
Email
Paid Search (SEM)
SEO
Social Platform
Paid - Facebook
Paid - Twitter
Paid - LinkedIn
Owned - Facebook
Owned - Twitter
Owned - Pinterest
Owned - LinkedIn
Owned - YouTube
Owned - Instagram
Earned - Social/Listening
Other
MARKETING ACTIVITIES - OFFLINE
TV
Radio
Print
Sponsorships
OOH
Direct Mail
PR
Events
In-Store
BECKON DATA SOURCE WORKSHEET
3. A Blank Data Source Worksheet
@kevdod @BeckonInc
4. A Sample Marketing Performance Scorecard
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPIMETRICS
DEFINITIONS:
Objective: Key marketing
or business objective to be
monitored or evaluated. Can
be organized into a linear
process (e.g., Buyers Journey)
or a theme (e.g., Annual
Marketing Goals or Campaign
Performance).
Tip: State key marketing or
business objectives in the form
of a question.
Key Performance Indicator
(KPI): The one metric that best
describes the performance of
the objective in question.
Metrics: The set of performance
measures by which an objective
is evaluated.
Types include:
• Top-level Metrics: Return on
marketing objectives (ROMO)
and return on marketing
investment (marketing ROI)
• Volume Metrics: Impression
and engagement volume,
total sales and other
outcomes.
• Effectiveness Metrics:
Awareness, engagement,
engagement rate, outcome,
and conversion rate.
• Efficiency Metrics: Cost
per impression, cost per
engagement and cost per
outcome.
Beckon Proprietary and Confidential. Contact sales@beckon.com for more information.
5. Build-Your-Own Performance Scorecard Worksheet
MARKETING MEASUREMENT THERAPY
Marketing Analytics Strategies to Cure Your Big Data Headache
MARKETING
MEASUREMENT MASTERY
•  Marketing Measurement Trends
•  Marketing Measurement
Capabilities
•  Take Action
Tina Moffett
Customer Insights Analyst
Forrester Research
@vmoffett @Forrester
@vmoffett @Forrester
Making Leaders Successful
Every Day
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Agenda
› Marketing Measurement Trends
› Marketing Measurement
Capabilities
› Take Action
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Empowered customers have given rise to a new era . .
Age of manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
•  Ford
•  Boeing
•  GE
•  RCA
Age of distribution
Global connections
and transportation
systems make
distribution key
•  Wal-Mart
•  Toyota
•  P&G
•  UPS
Age of information
Connected PCs and
supply chains mean
those that control
information flow
dominate
•  Amazon
•  Google
•  Comcast
•  Capital One
Age of the customer
Empowered buyers
demand a new level of
customer obsession
•  Macy’s
•  Salesforce.com
•  USAA
•  Amazon
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
. . . with four market imperatives
Transform
the customer
experience
Embrace
the mobile
mind shift
Become
a digital
business
Age of the
customer
Turn big data
into business
insights
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 16@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Hiring talent to manage measurement and
analytics
Managing data from a variety of sources
Ensuring data quality from a variety of
sources
Please rank the top three challenges that prevent your organization from making use
of measurement and analytics.
Source: Forrester/Burchworks State of Customer Analytics Survey 2014
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Source: Forrester/Burchworks State of Customer Analytics Survey 2014
Majority of marketers measure efficiency and
effectiveness of campaigns
34.7%
66.5%
53.5%
63.5%
75.9%
70.6%
75.3%
80%
Please indicate your level of agreement with each of the following statements that pertains to
measurement in your organization:
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Source: Forrester/Burchworks State of Customer Analytics Survey 2014
Marketers measure customer based metrics to
understand acquisition and growth
Please indicate which metrics your organization uses to measure customer interactions.
Select all that apply.
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
90% Use customized measurement reports
and analysis are created based on need and
function
80% Share results of analytics projects are
periodically delivered through email to key
stakeholders
Please indicate your level of agreement with the following statements regarding
insights distribution (top 2 box)
45% Access analytics insights and
methodologies through a a knowledge
management portal
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Agenda
› Marketing Measurement Trends
› Marketing Measurement
Capabilities
› Take Action
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Firms focused on core pillars to ensure marketing
performance measurement success
ü  Crafting a marketing
measurement strategy
ü  Building organization and
resource support
ü  Securing the right data and
technology
ü  Defining metrics and KPIs
ü  Driving results through
optimization and
activation
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Organizations must assess their measurement
capabilities across six areas
Marketing Measurement Assessment Components
Strategy
Organization and
Resources
Technology and
Data
Metrics and KPIs
Optimization and
Activation
•  Business
Strategy
•  Marketing
Strategy
•  Customer
Centricity
•  Measurement and
Planning
•  C-Level Support
•  Business Analyst
•  Talent
Recruitment
•  Partners
•  Organizational
Design
•  Data collection
and processing
•  Data management
and quality
•  Real time access
•  Application
support
•  Performance
Measurement
Tools
•  Cross-Channel
measurement
•  Key Performance
Indicators (KPIs)
•  Return on
Marketing
Investment
(ROMI)
•  Marketing
efficiency
•  Marketing
effectiveness
•  Insights sharing
•  Recommendation
s
•  Marketing and
Media Planning
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
Organizations must assess their measurement
capabilities across six areas
Marketing Measurement Assessment Components
Strategy
•  Business
Strategy
•  Marketing
Strategy
•  Customer
Centricity
•  Measurement and
Planning
•  Align marketing metrics to core business metrics, such
as ROMI or revenue impact
•  Develop measurement plans aligned with marketing
objectives
•  Outline program objectives, design test matrices, and
map out measurement forecasts and metrics
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
Organizations must assess their measurement
capabilities across six areas
Marketing Measurement Assessment Components
Organization and
Resources
•  C-Level Support
•  Business Analyst
•  Talent
Recruitment
•  Partners
•  Organizational
Design
•  Organize to align marketing and analytics
resources to manage and support
measurement.
•  Have business analysts interpret results
•  Defined project management practices
(knowledge management, cross-functional
collaboration)
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Organizations must assess their measurement
capabilities across six areas
Marketing Measurement Assessment Components
Technology and
Data
•  Data collection
and processing
•  Data management
and quality
•  Real time access
•  Application
support
•  Performance
Measurement
Tools
•  Use performance
management tools to
measure marketing
success
•  Automatically ingest
marketing data through
APIs and log files
•  Enforce data audits
•  Create a meta data/
metric dictionary
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Organizations must assess their measurement
capabilities across six areas
Marketing Measurement Assessment Components
Metrics and KPIs
•  Cross-Channel
measurement
•  Key Performance
Indicators (KPIs)
•  Return on
Marketing
Investment
(ROMI)
•  Marketing
efficiency
•  Marketing
effectiveness
•  Have clearly defined marketing efficiency
and effectiveness metrics to measure
campaign success (cost per acquisition,
cost per click, sales conversion rates)
•  Calculate ROMI for every campaign
•  Connect marketing performance with
business impact (acquisition rates, upsell
rates, customer profitability)
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 28
Organizations must assess their measurement
capabilities across six areas
Marketing Measurement Assessment Components
Optimization and
Activation
•  Insights sharing
•  Recommendation
s
•  Marketing and
Media Planning
•  Integrate measurement insights into the greater
marketing strategy
•  Share insights across the marketing organization
•  Build multivariate marketing tests based on results;
identify campaign champions
•  Shift marketing budgets based on past campaign
results
•  Act on results and test offers, creative, content, and
channel
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 29
Develop a strategic plan to guide the maturity journey
Marketers measure contextual interactions, using
results to optimize interactions across the customer
lifecycle.
Marketers adopt a more advanced measurement
approach, like attribution and mix, and link performance
to business outcomes
Marketers focus on basic marketing efficiency and
effectiveness metrics and think about the right
technologies to track performance.
Marketers provide basic measurement approach,
focused on start to socialize marketing and channel
measurement, gaining support, inventory of data,
analysis of measurement needs .
Profile
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 30
Agenda
› Marketing Measurement Trends
› Marketing Measurement
Capabilities
› Take Action
@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 31
Source: A commissioned conducted by Forrester Consulting on behalf of Kenshoo, October 2014
›  Assess your marketing performance.
›  Get Support from your CMO.
›  Conduct a measurement workshop.
›  Define your marketing performance measurement
objectives.
›  Tackle the top two measurement obstacles first.
Prepare for a lengthy measurement journey
@vmoffett @Forrester
Thank you
Tina Moffett
@vmoffett
@vmoffett @Forrester
MARKETING MEASUREMENT THERAPY
Marketing Analytics Strategies to Cure Your Big Data Headache
BUILDING A MARKETING
PERFORMANCE
MEASUREMENT FRAMEWORK
•  The Marketing Data Framework
•  Marketing Performance
Measurement Scorecard
•  The Marketing Scorecard Template
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
@kevdod @BeckonInc
Countless channel-specific tools hold
channel-specific data
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
@kevdod @BeckonInc
While business and brand
performance typically stand alone
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
BrandOutcomes
@kevdod @BeckonInc
While business and brand
performance typically stand alone
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
…
BrandOutcomes
@kevdod @BeckonInc
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
…
BrandOutcomes
CPMCTR
views
pins
down-
loads
friends
TRPs
clicks
MQLs
bounce
likes
views
re-
tweets
fans
visits
SQLs
Impre-
ssions
GRP
GRPs
opens
@kevdod @BeckonInc
Web
Email
Search
TV
Twitter
Facebook
OOH
Mobile
In-store
Display
Business
Outcomes
…
BrandOutcomes
CPMCTR
views
pins
down-
loads
friends
TRPs
clicks
MQLs
bounce
likes
views
re-
tweets
fans
visits
SQLs
Impre-
ssions
GRP
GRPs
opens
But what works best across it all?
and
How is it all working together
to impact the business?
@kevdod @BeckonInc
MARKETERS ARE
DATA RICH BUT
INSIGHT POOR
@kevdod @BeckonInc
MARKETERS ARE
DATA RICH BUT
INSIGHT POOR
&
OMNICHANNEL
REPORTING IS A
MESS
@kevdod @BeckonInc
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
@kevdod @BeckonInc
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
MARKETING
SPEND +
ACTIVITY BRAND
OUTCOMES
BUSINESS
OUTCOMES
@kevdod @BeckonInc
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
REAL-TIME DATA HUB
CONSISTENT TAXONOMY, NORMALIZED DATA SET
MARKETING
SPEND +
ACTIVITY BRAND
OUTCOMES
BUSINESS
OUTCOMES
@kevdod @BeckonInc
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
REAL-TIME DATA HUB
CONSISTENT TAXONOMY, NORMALIZED DATA SET
MARKETING-SPECIFIC REPORTING
AND ANALYTICS
DIAGNOSTICS, BENCHMARKS, DATA VIZ
MARKETING
SPEND +
ACTIVITY BRAND
OUTCOMES
BUSINESS
OUTCOMES
@kevdod @BeckonInc
What’s needed
A way to aggregate data from across it all into a performance
framework that is meaningful to the business
REAL-TIME DATA HUB
CONSISTENT TAXONOMY, NORMALIZED DATA SET
MARKETING-SPECIFIC REPORTING
AND ANALYTICS
DIAGNOSTICS, BENCHMARKS, DATA VIZ
MARKETING
SPEND +
ACTIVITY BRAND
OUTCOMES
BUSINESS
OUTCOMES
@kevdod @BeckonInc
In other words, take this:
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
And turn it into this:
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
Marketing Data Framework
(aka The Unified Theory of
[Marketing Data] Relativity)
by Beckon
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN
ANALYTICS
Start with
a goal, then
find the data
• Dashboards
• Scorecards
BOTTOM-UP
ANALYTICS
Start with data,
then
find the insights
• Ad-hoc Analysis
• Auto correlation
• Variances
METRICS/KPIS
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVES
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVES
A key marketing or business goal that you want to monitor and
evaluate
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
Remember to make them SMART:
Specific
Measureable
Attainable
Realistic
Timely
Example:
OK: Increase unaided awareness
Good: Increase unaided awareness among teens
Better: Increase unaided awareness among teens by 5%
Best: Increase unaided awareness among teens by 5% in Q1
OBJECTIVES
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVES
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
Marketing and business sources of data that measure activities, spend, and
outcomes.
An outcome is an action, event, or condition to be maximized or minimized
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELSOBJECTIVES
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
@kevdod @BeckonInc
CHANNEL
DATA SOURCE
(APPLICATION, AGENCY, REPORT) OWNER PRIORITY
UPLOAD
FREQUENCY
MARKETING ACTIVITIES - ONLINE
Website
Microsite
Blog
E-commerce
Display
Video
Mobile
Email
Paid Search (SEM)
SEO
Social Platform
Paid - Facebook
Paid - Twitter
Paid - LinkedIn
Owned - Facebook
Owned - Twitter
Owned - Pinterest
Owned - LinkedIn
Owned - YouTube
Owned - Instagram
Earned - Social/Listening
Other
BECKON DATA SOURCE WORKSHEET
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELSOBJECTIVES
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIESOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
Categories of related metrics that are useful in supporting the
analysis of your objectives
@kevdod @BeckonInc
Understanding Reporting Categories
Metric Reporting
Categories
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIESOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
Categories of related metrics that are useful in supporting the
analysis of your objectives
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIESOBJECTIVES
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
Metrics: The set of performance measures by which you’ll
monitor and evaluate how well you’re meeting your objectives.
KPIs or Key Performance Indicators: Special metrics that best
answer the questions you must ask in order to drive your
objectives
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
DATAREPORTING
CATEGORIES
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
DATAREPORTING
CATEGORIES
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
DATAREPORTING
CATEGORIES
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
DATAREPORTING
CATEGORIES
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS&
CHANNELSOBJECTIVESMETRICS/KPIS
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
DATAREPORTING
CATEGORIES
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
METRICS/KPIS
BOTTOM-UP
ANALYTICS
Start with data,
then find the
insights
•  Ad-hoc
•  Visual
Discovery
•  Correlations
•  Variances
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN
ANALYTICS
Start with
an objective,
then find the
data
•  Dashboards
•  Scorecards
BOTTOM-UP
ANALYTICS
Start with data,
then find the
insights
•  Ad-hoc
•  Visual
Discovery
•  Correlations
•  Variances
METRICS/KPIS
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN
ANALYTICS
Start with
an objective,
then find the
metrics/data
•  Dashboards
•  Scorecards
BOTTOM-UP
ANALYTICS
Start with data,
then find the
insights
•  Ad-hoc
•  Visual
Discovery
•  Correlations
•  Variances
METRICS/KPIS
80%
20%
Resource
Allocation
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN
ANALYTICS
Start with
an objective,
then find the
data
•  Dashboards
•  Scorecards
BOTTOM-UP
ANALYTICS
Start with data,
then find the
insights
•  Ad-hoc
•  Visual
Discovery
•  Correlations
•  Variances
METRICS/KPIS
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN
ANALYTICS
Start with
an objective,
then find the
data
•  Dashboards
•  Scorecards
BOTTOM-UP
ANALYTICS
Start with data,
then find the
insights
•  Ad-hoc
•  Visual
Discovery
•  Correlations
•  Variances
METRICS/KPIS
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
MARKETING ACTIVITIES OUTCOMES
ONLINE OFFLINE BRAND BUSINESS
DATASOURCS&
CHANNELS
DATAREPORTING
CATEGORIES
ACTIVITY METRICS
(single-channel,
Tactician level)
AGGREGATED METIRCS
(multi-channel,
manager level)
STRTEGIC METRICS
(all-channel,
CMO level)
•  Total New Customers
•  Total Sales + LTV
•  NPS
•  Net Sentiment
•  Engagement/Impressions ratio
•  Paid/Earned ratio
•  Aided Awareness
•  Share of voice
•  ROMI
•  ROMO
•  Cost per new customer
•  Cost per point of awareness
•  Impressions by Campaign
•  Engagement by Channel
•  Sales by Region
•  GRP’s by DMA
•  E/I ratio by campaign
•  P/E ratio by channel
•  Engagement rate by agency
•  Likes per post by channel
•  Cost per impression by campaign
•  Cost per engagement by channel
•  ROMI per business unit
•  Sales per sq. foot by region
•  Visits
•  Clicks
•  Likes
•  Sends
•  Click through rate
•  Conversion rate
•  Open rate
•  Cart abandonment rate
•  Cost per click
•  Cost per thousand
•  Cost per point
•  Cost per attendee
VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($)
ORGANIZATIONAL
•  Business Unit
•  Department
•  Owner
•  Agency
CUSTOMER
•  Segmentation
•  Type (new, old)
•  Demographics
•  ID
MARKETING
•  Funnel
•  P/O/E
•  Channel
•  Campaign
BUSINESS
•  Product
•  Industry
•  Region
•  Competition
OBJECTIVES
EXECUTION
•  Placement
•  Creative
•  Offer
•  Test/control
Display
Email
Website
Ecommerce
MobileApp
SEO
SEM
Facebook
Twitter
Listening
LinkedIn
Video
TV
Radio
Print
OOH
DirectMail
PR
Events
Sponsorship
Cinema
In-store
Retail
CallCenter
Brand
Customer
Competitive
Sales
Ecommerce
CRM
MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN
ANALYTICS
Start with
an objective,
then find the
data
•  Dashboards
•  Scorecards
BOTTOM-UP
ANALYTICS
Start with data,
then find the
insights
•  Ad-hoc
•  Visual
Discovery
•  Correlations
•  Variances
METRICS/KPIS
@kevdod @BeckonInc
@kevdod @BeckonInc
Objectives: A key marketing or business goal that you
want to monitor and evaluate
Remember to make them SMART:
Specific
Measureable
Attainable
Realistic
Timely
@kevdod @BeckonInc
KPIs: key measurements that best answer the
questions you must ask in order to drive your
objectives.
KPIs are often derived—they are aggregate counts
or ratios of two or more underlying metrics.
@kevdod @BeckonInc
Metrics: the set of performance measures by which
you’ll monitor and evaluate how well you’re meeting
your objectives.
Proper Scope: Activity, Aggregated, Strategic
Proper Type: Volume, Effectiveness, Efficiency
Do I have the data?
•  Yes – ensure it has the proper Reporting Categorization
•  No – how can I collect it?
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPI
STRATEGY 1:
Organize around Business and Brand Objectives
Increase LTV
10% Among
Males 11-17
Grow Sales in
China by 5%
Be an industry
Thought
Leader
Increase Share of
Wallet by 5%
•  Take cues from the business and its objectives
•  Doesn’t require a connection between the objectives
•  Make sure they are all at the same “level” – strategic, tactical
Different options for organizing a scorecard
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPI
STRATEGY 2:
Organize Around Key Initiatives or Campaigns
FIFA World
Cup Campaign
New Product
Launch
Back to School Holiday 2014
•  Think of it as consolidated campaign reporting
•  Allows the easy comparison of similar types of objectives
•  Doesn’t require a connection between the objectives
Different options for organizing a scorecard
@kevdod @BeckonInc
STRATEGY 3:
Organize Around The Buyer’s Journey
Different options for organizing a scorecard
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
Good luck!
But know that Beckon is always here to help.
•  Built by marketers, for marketers
•  Intuitive software + expert guidance
•  We work with amazing brands in many segments, so we
benefit from the wisdom of the [CMO] crowd
And we will send you all…
@kevdod @BeckonInc
1.  A copy of the slides from this webinar
(plus a link for future viewing)
@kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK
OBJECTIVESMETRICS/KPIS
DATAREPORTING
CATEGORIES
DATASOURCES
&CHANNELS
ONLINE OFFLINE
MARKETING ACTIVITIES OUTCOMES
BRAND BUSINESS
BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY
STRATEGIC METRICS
(all-channel,
CMO level)
TOP-DOWN
ANALYTICS
Start with a goal,
then find the data.
• Scorecards
• Dashboards
BOTTOM-UP
ANALYTICS
Start with data,
then find the insights.
• Ad-hoc analysis
• Auto correlation
• Variances
VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($)
AGGREGATED METRICS
(multi-channel,
manager level)
ACTIVITY METRICS
(single-channel,
tactician level)
• Total new customers
• Total sales
• NPS
• Net sentiment
• Engagement/Impressions ratio
• Paid/Earned ratio
• Aided awareness
• Share of voice
• ROMI
• ROMO
• Cost per new customer
• Cost per point of awareness
• Impressions by campaign
• Engagement by channel
• Sales by region
• GRPs by DMA
• E/I ratio by campaign
• P/E ratio by channel
• Engagement rate by agency
• Likes per post by channel
• Cost per impression by campaign
• Cost per engagement by channel
• ROMI per business unit
• Sales per square foot by region
• Visits
• Clicks
• Likes
• Sends
• Click-through rate
• Conversion rate
• Open rate
• Cart abandonment rate
• Cost per click
• Cost per thousand
• Cost per point
• Cost per attendee
MARKETING
• Funnel
• P/O/E
• Channel
• Campaign
BUSINESS
• Product
• Industry
• Region
• Competition
ORGANIZATIONAL
• Business unit
• Department
• Owner
• Agency
CUSTOMER
• Segmentation
• Type (new, old)
• Demographics
EXECUTION
• Placement
• Creative
• Offer
• Test/Control
Beckon Proprietary and Confidential. Contact sales@beckon.com for more information.
D
isplay
Em
ailW
ebsite
E-com
m
erce
M
obile
A
pp
SEO
SEMFacebook
Tw
itterListeningLinkedIn
V
ideo
TV
R
adio
Print
O
O
H
D
irectM
ail
PR
Events
SponsorshipC
inem
aIn-Store
R
etail
C
allC
enter
B
randC
ustom
er
C
om
petitive
Sales
E-com
m
erce
C
R
M
2. The Beckon Marketing Data Framework
@kevdod @BeckonInc
CHANNEL
DATA SOURCE
(APPLICATION, AGENCY, REPORT) OWNER PRIORITY
UPLOAD
FREQUENCY
MARKETING ACTIVITIES - ONLINE
Website
Microsite
Blog
E-commerce
Display
Video
Mobile
Email
Paid Search (SEM)
SEO
Social Platform
Paid - Facebook
Paid - Twitter
Paid - LinkedIn
Owned - Facebook
Owned - Twitter
Owned - Pinterest
Owned - LinkedIn
Owned - YouTube
Owned - Instagram
Earned - Social/Listening
Other
MARKETING ACTIVITIES - OFFLINE
TV
Radio
Print
Sponsorships
OOH
Direct Mail
PR
Events
In-Store
BECKON DATA SOURCE WORKSHEET
3. A Blank Data Source Worksheet
@kevdod @BeckonInc
4. A Sample Marketing Performance Scorecard
@kevdod @BeckonInc
BECKON SCORECARD BUILDER
OBJECTIVEKPIMETRICS
DEFINITIONS:
Objective: Key marketing
or business objective to be
monitored or evaluated. Can
be organized into a linear
process (e.g., Buyers Journey)
or a theme (e.g., Annual
Marketing Goals or Campaign
Performance).
Tip: State key marketing or
business objectives in the form
of a question.
Key Performance Indicator
(KPI): The one metric that best
describes the performance of
the objective in question.
Metrics: The set of performance
measures by which an objective
is evaluated.
Types include:
• Top-level Metrics: Return on
marketing objectives (ROMO)
and return on marketing
investment (marketing ROI)
• Volume Metrics: Impression
and engagement volume,
total sales and other
outcomes.
• Effectiveness Metrics:
Awareness, engagement,
engagement rate, outcome,
and conversion rate.
• Efficiency Metrics: Cost
per impression, cost per
engagement and cost per
outcome.
Beckon Proprietary and Confidential. Contact sales@beckon.com for more information.
5. Build-Your-Own Performance Scorecard Worksheet
@kevdod @BeckonInc
Proprietary and Confidential 105
Kevin Dodson
VP Data Strategy
Beckon
@kevdod @BeckonInc
Tina Moffett
Customer Intelligence Analyst
Forrester Research
@vmoffett @Forrester
Proprietary and Confidential 106
Thank you

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Marketing Measurement Mastery Webcast Slides by BECKON

  • 1. MARKETING MEASUREMENT MASTERY Live webcast: October 28, 2014 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
  • 2. Tina Moffett Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester •  Customer Analytics •  Data Management •  Database Marketing •  Direct Marketing •  Information Management •  Marketing Measurement •  Marketing Organization & Culture •  Marketing Organizational Structure •  Marketing ROI •  Measurement Methods & Techniques •  Predictive Analytics @vmoffett @Forrester
  • 3. Kevin Dodson Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc •  Omnichannel Analytics •  Marketing Strategy •  Marketing Measurement •  Measurement Methods & Techniques •  Data Collection •  Data Management •  Marketing ROI @kevdod @BeckonInc
  • 4. helps brands understand and beautifully communicate the business impact of everything that marketing does @kevdod @BeckonInc
  • 5. Agenda MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework – How it All Must Come Together •  Marketing Performance Measurement Scorecard – Buyer’s Journey Example •  The Marketing Scorecard Template – Your To Do @kevdod @BeckonInc
  • 6. 1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
  • 7. BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start with a goal, then find the data. • Scorecards • Dashboards BOTTOM-UP ANALYTICS Start with data, then find the insights. • Ad-hoc analysis • Auto correlation • Variances VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($) AGGREGATED METRICS (multi-channel, manager level) ACTIVITY METRICS (single-channel, tactician level) • Total new customers • Total sales • NPS • Net sentiment • Engagement/Impressions ratio • Paid/Earned ratio • Aided awareness • Share of voice • ROMI • ROMO • Cost per new customer • Cost per point of awareness • Impressions by campaign • Engagement by channel • Sales by region • GRPs by DMA • E/I ratio by campaign • P/E ratio by channel • Engagement rate by agency • Likes per post by channel • Cost per impression by campaign • Cost per engagement by channel • ROMI per business unit • Sales per square foot by region • Visits • Clicks • Likes • Sends • Click-through rate • Conversion rate • Open rate • Cart abandonment rate • Cost per click • Cost per thousand • Cost per point • Cost per attendee MARKETING • Funnel • P/O/E • Channel • Campaign BUSINESS • Product • Industry • Region • Competition ORGANIZATIONAL • Business unit • Department • Owner • Agency CUSTOMER • Segmentation • Type (new, old) • Demographics EXECUTION • Placement • Creative • Offer • Test/Control Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
  • 8. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
  • 9. 4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
  • 10. BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS DEFINITIONS: Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance). Tip: State key marketing or business objectives in the form of a question. Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question. Metrics: The set of performance measures by which an objective is evaluated. Types include: • Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI) • Volume Metrics: Impression and engagement volume, total sales and other outcomes. • Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate. • Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome. Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet
  • 11. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action Tina Moffett Customer Insights Analyst Forrester Research @vmoffett @Forrester @vmoffett @Forrester
  • 12. Making Leaders Successful Every Day @vmoffett @Forrester
  • 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  • 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 Empowered customers have given rise to a new era . . Age of manufacturing Mass manufacturing makes industrial powerhouses successful •  Ford •  Boeing •  GE •  RCA Age of distribution Global connections and transportation systems make distribution key •  Wal-Mart •  Toyota •  P&G •  UPS Age of information Connected PCs and supply chains mean those that control information flow dominate •  Amazon •  Google •  Comcast •  Capital One Age of the customer Empowered buyers demand a new level of customer obsession •  Macy’s •  Salesforce.com •  USAA •  Amazon @vmoffett @Forrester
  • 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 . . . with four market imperatives Transform the customer experience Embrace the mobile mind shift Become a digital business Age of the customer Turn big data into business insights @vmoffett @Forrester
  • 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16@vmoffett @Forrester
  • 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Hiring talent to manage measurement and analytics Managing data from a variety of sources Ensuring data quality from a variety of sources Please rank the top three challenges that prevent your organization from making use of measurement and analytics. Source: Forrester/Burchworks State of Customer Analytics Survey 2014 @vmoffett @Forrester
  • 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Majority of marketers measure efficiency and effectiveness of campaigns 34.7% 66.5% 53.5% 63.5% 75.9% 70.6% 75.3% 80% Please indicate your level of agreement with each of the following statements that pertains to measurement in your organization: @vmoffett @Forrester
  • 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Marketers measure customer based metrics to understand acquisition and growth Please indicate which metrics your organization uses to measure customer interactions. Select all that apply. @vmoffett @Forrester
  • 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 90% Use customized measurement reports and analysis are created based on need and function 80% Share results of analytics projects are periodically delivered through email to key stakeholders Please indicate your level of agreement with the following statements regarding insights distribution (top 2 box) 45% Access analytics insights and methodologies through a a knowledge management portal
  • 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  • 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Firms focused on core pillars to ensure marketing performance measurement success ü  Crafting a marketing measurement strategy ü  Building organization and resource support ü  Securing the right data and technology ü  Defining metrics and KPIs ü  Driving results through optimization and activation @vmoffett @Forrester
  • 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy Organization and Resources Technology and Data Metrics and KPIs Optimization and Activation •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Insights sharing •  Recommendation s •  Marketing and Media Planning @vmoffett @Forrester
  • 24. © 2014 Forrester Research, Inc. Reproduction Prohibited 24 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  Align marketing metrics to core business metrics, such as ROMI or revenue impact •  Develop measurement plans aligned with marketing objectives •  Outline program objectives, design test matrices, and map out measurement forecasts and metrics @vmoffett @Forrester
  • 25. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Organization and Resources •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Organize to align marketing and analytics resources to manage and support measurement. •  Have business analysts interpret results •  Defined project management practices (knowledge management, cross-functional collaboration) @vmoffett @Forrester
  • 26. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Technology and Data •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Use performance management tools to measure marketing success •  Automatically ingest marketing data through APIs and log files •  Enforce data audits •  Create a meta data/ metric dictionary @vmoffett @Forrester
  • 27. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Metrics and KPIs •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Have clearly defined marketing efficiency and effectiveness metrics to measure campaign success (cost per acquisition, cost per click, sales conversion rates) •  Calculate ROMI for every campaign •  Connect marketing performance with business impact (acquisition rates, upsell rates, customer profitability) @vmoffett @Forrester
  • 28. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Optimization and Activation •  Insights sharing •  Recommendation s •  Marketing and Media Planning •  Integrate measurement insights into the greater marketing strategy •  Share insights across the marketing organization •  Build multivariate marketing tests based on results; identify campaign champions •  Shift marketing budgets based on past campaign results •  Act on results and test offers, creative, content, and channel @vmoffett @Forrester
  • 29. © 2014 Forrester Research, Inc. Reproduction Prohibited 29 Develop a strategic plan to guide the maturity journey Marketers measure contextual interactions, using results to optimize interactions across the customer lifecycle. Marketers adopt a more advanced measurement approach, like attribution and mix, and link performance to business outcomes Marketers focus on basic marketing efficiency and effectiveness metrics and think about the right technologies to track performance. Marketers provide basic measurement approach, focused on start to socialize marketing and channel measurement, gaining support, inventory of data, analysis of measurement needs . Profile @vmoffett @Forrester
  • 30. © 2014 Forrester Research, Inc. Reproduction Prohibited 30 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  • 31. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 Source: A commissioned conducted by Forrester Consulting on behalf of Kenshoo, October 2014 ›  Assess your marketing performance. ›  Get Support from your CMO. ›  Conduct a measurement workshop. ›  Define your marketing performance measurement objectives. ›  Tackle the top two measurement obstacles first. Prepare for a lengthy measurement journey @vmoffett @Forrester
  • 33. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework •  Marketing Performance Measurement Scorecard •  The Marketing Scorecard Template Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc @kevdod @BeckonInc
  • 34. Countless channel-specific tools hold channel-specific data Web Email Search TV Twitter Facebook OOH Mobile In-store Display @kevdod @BeckonInc
  • 35. While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes BrandOutcomes @kevdod @BeckonInc
  • 36. While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes @kevdod @BeckonInc
  • 39. MARKETERS ARE DATA RICH BUT INSIGHT POOR @kevdod @BeckonInc
  • 40. MARKETERS ARE DATA RICH BUT INSIGHT POOR & OMNICHANNEL REPORTING IS A MESS @kevdod @BeckonInc
  • 41. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business @kevdod @BeckonInc
  • 42. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 43. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 44. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 45. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 46. In other words, take this: @kevdod @BeckonInc
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. And turn it into this: @kevdod @BeckonInc
  • 59. Marketing Data Framework (aka The Unified Theory of [Marketing Data] Relativity) by Beckon @kevdod @BeckonInc
  • 60. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with a goal, then find the data • Dashboards • Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights • Ad-hoc Analysis • Auto correlation • Variances METRICS/KPIS @kevdod @BeckonInc
  • 61. BECKON MARKETING DATA FRAMEWORK OBJECTIVES @kevdod @BeckonInc
  • 62. BECKON MARKETING DATA FRAMEWORK OBJECTIVES A key marketing or business goal that you want to monitor and evaluate @kevdod @BeckonInc
  • 63. BECKON MARKETING DATA FRAMEWORK Remember to make them SMART: Specific Measureable Attainable Realistic Timely Example: OK: Increase unaided awareness Good: Increase unaided awareness among teens Better: Increase unaided awareness among teens by 5% Best: Increase unaided awareness among teens by 5% in Q1 OBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
  • 64. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Marketing and business sources of data that measure activities, spend, and outcomes. An outcome is an action, event, or condition to be maximized or minimized @kevdod @BeckonInc
  • 65. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 66. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 67. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 68. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other BECKON DATA SOURCE WORKSHEET @kevdod @BeckonInc
  • 69. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 70. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
  • 71. Understanding Reporting Categories Metric Reporting Categories @kevdod @BeckonInc
  • 72. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
  • 73. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 74. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM Metrics: The set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. KPIs or Key Performance Indicators: Special metrics that best answer the questions you must ask in order to drive your objectives MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 75. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 76. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 77. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 78. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 79. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY METRICS/KPIS BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances @kevdod @BeckonInc
  • 80. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 81. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the metrics/data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS 80% 20% Resource Allocation
  • 82. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 83. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 84. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 86. Objectives: A key marketing or business goal that you want to monitor and evaluate Remember to make them SMART: Specific Measureable Attainable Realistic Timely @kevdod @BeckonInc
  • 87. KPIs: key measurements that best answer the questions you must ask in order to drive your objectives. KPIs are often derived—they are aggregate counts or ratios of two or more underlying metrics. @kevdod @BeckonInc
  • 88. Metrics: the set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. Proper Scope: Activity, Aggregated, Strategic Proper Type: Volume, Effectiveness, Efficiency Do I have the data? •  Yes – ensure it has the proper Reporting Categorization •  No – how can I collect it? @kevdod @BeckonInc
  • 93. BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 1: Organize around Business and Brand Objectives Increase LTV 10% Among Males 11-17 Grow Sales in China by 5% Be an industry Thought Leader Increase Share of Wallet by 5% •  Take cues from the business and its objectives •  Doesn’t require a connection between the objectives •  Make sure they are all at the same “level” – strategic, tactical Different options for organizing a scorecard @kevdod @BeckonInc
  • 94. BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 2: Organize Around Key Initiatives or Campaigns FIFA World Cup Campaign New Product Launch Back to School Holiday 2014 •  Think of it as consolidated campaign reporting •  Allows the easy comparison of similar types of objectives •  Doesn’t require a connection between the objectives Different options for organizing a scorecard @kevdod @BeckonInc
  • 95. STRATEGY 3: Organize Around The Buyer’s Journey Different options for organizing a scorecard
  • 99. Good luck! But know that Beckon is always here to help. •  Built by marketers, for marketers •  Intuitive software + expert guidance •  We work with amazing brands in many segments, so we benefit from the wisdom of the [CMO] crowd And we will send you all… @kevdod @BeckonInc
  • 100. 1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
  • 101. BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start with a goal, then find the data. • Scorecards • Dashboards BOTTOM-UP ANALYTICS Start with data, then find the insights. • Ad-hoc analysis • Auto correlation • Variances VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($) AGGREGATED METRICS (multi-channel, manager level) ACTIVITY METRICS (single-channel, tactician level) • Total new customers • Total sales • NPS • Net sentiment • Engagement/Impressions ratio • Paid/Earned ratio • Aided awareness • Share of voice • ROMI • ROMO • Cost per new customer • Cost per point of awareness • Impressions by campaign • Engagement by channel • Sales by region • GRPs by DMA • E/I ratio by campaign • P/E ratio by channel • Engagement rate by agency • Likes per post by channel • Cost per impression by campaign • Cost per engagement by channel • ROMI per business unit • Sales per square foot by region • Visits • Clicks • Likes • Sends • Click-through rate • Conversion rate • Open rate • Cart abandonment rate • Cost per click • Cost per thousand • Cost per point • Cost per attendee MARKETING • Funnel • P/O/E • Channel • Campaign BUSINESS • Product • Industry • Region • Competition ORGANIZATIONAL • Business unit • Department • Owner • Agency CUSTOMER • Segmentation • Type (new, old) • Demographics EXECUTION • Placement • Creative • Offer • Test/Control Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
  • 102. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
  • 103. 4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
  • 104. BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS DEFINITIONS: Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance). Tip: State key marketing or business objectives in the form of a question. Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question. Metrics: The set of performance measures by which an objective is evaluated. Types include: • Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI) • Volume Metrics: Impression and engagement volume, total sales and other outcomes. • Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate. • Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome. Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet @kevdod @BeckonInc
  • 105. Proprietary and Confidential 105 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester