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MARKETING SUCCESS WEBINAR SERIES
REPORTING
FOR SUCCESS
Join the Conversation
#MSWS16
Brands and agencies work with Brilliant Metrics to
better measure, optimize and automate their marketing
while applying th...
PODCAST
STEVE ROBINSON
Founder/CEO, Brilliant Metrics
1.Why Report
2.What to Report
a. ROI
b. Assets
c. Insights
3.Summing It Up
TODAY
IT’S A MATTER OF RESPECT
REPORTING CAN MAKE
OR BREAK A PROMOTION
IT’S ALL ABOUT THE BENJAMINS
HOW DO I STRUCTURE MY REPORTING?
GROUP YOUR REPORTING BY PROGRAM
FOR MAXIMUM INSIGHT
A PROGRAM IS THE INTERSECTION
OF AN AUDIENCE AND AN OBJECTIVE
New Business Cross-Sell Referral
Consultants
Program
Insurance
Program Program Program
Healthcare
Program Program Program
MARKETING SHOULD BE
A REVENUE CENTER
INVESTMENT & RETURNS
$$ $$$$
$$
$$
Investment (Projected)
Revenue
<
MARKETING’S RAW MATERIALS ARE
MEDIA, SHORT-TERM CREATIVE & LABOR
KPIs Projected Revenue
What
Leading indicators of
future performance
Actual estimates of future
performance
Why
Trajectory...
HOW TO PROJECT REVENUE
KPI
X Magic
Number = Projected
Revenue
HOW TO PROJECT REVENUE
200
Leads
X $3,450
Close Rate X
Avg. Lifetime
Value
= $690,000
Calculate	ROI
TO CALCULATE PROJECTED REVENUE, LOOK
AT 3-12 MONTHS OF PAST PERFORMANCE
HOW TO CALCULATE ROI
X =ROI100
Attributable
Revenue
Marketing
Investment
Marketing
Investment-
GRAPH KEY METRICS OVER TIME TO
DEMONSTRATE DIRECTION & MOMENTUM
MARKETING ASSETS IMPROVE ROI
IN FUTURE MARKETING EFFRORTS
KEY MARKETING ASSETS
Brand Content Data
MARKET RESEARCH FIRMS CAN
MEASURE UNAIDED AWARENESS
ADWORDS BRAND INTEREST HACK
= Total Brand
SearchesImpression
Share
Search
Impressions
VIEW YOUR CONTENT AS A
REVENUE-PRODUCING ASSET
TO BE AN ASSET YOUR
CONTENT MUST BE EVERGREEN
CONTENT MUST ALSO BE HIGH QUALITY
• Tightly targeted
• Generate new visitors
• Enhance the Brand
• Drive Action
Content Quantity Content Quality
Number of content
pieces
• Minutes of
Engagement
• New Visitors
• Leads or Sales
MAY THE BEST DATA WIN
ADDRESSABLE
AUDIENCE PERMISSION CONTACT
INFO= +
YOUR OPT-IN LIST
IS YOUR MOST
VALUABLE
MARKETING
ASSET
FIRST-PARTY DATA IS TARGETING DATA
FROM OBSERVING YOUR VISITORS
FIRST-PARTY DATA
Social DMPDSP
MARKETING & SALES PERSONAS
ANDREA
Marketing Director
Floors Unlimited
“Keeping up is not enough - I need to
be ahead of th...
STEVE ROBINSON
Founder/CEO, Brilliant Metrics
@SteveRobinson
Steve.Robinson@BrilliantMetrics.com
Questions? Let’s Connect
...
Marketing Reporting for Success Webinar
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Marketing Reporting for Success Webinar

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As a marketer, it's increasingly important to connect your work to the bottom line. Learn the secrets to delivering reports to executives, clients and laterally within the organization for greater respect and more importantly more budget.

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Marketing Reporting for Success Webinar

  1. 1. Presented By: MARKETING SUCCESS WEBINAR SERIES REPORTING FOR SUCCESS Join the Conversation #MSWS16
  2. 2. Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing while applying their insight and strategic guidance.
  3. 3. PODCAST STEVE ROBINSON Founder/CEO, Brilliant Metrics
  4. 4. 1.Why Report 2.What to Report a. ROI b. Assets c. Insights 3.Summing It Up TODAY
  5. 5. IT’S A MATTER OF RESPECT
  6. 6. REPORTING CAN MAKE OR BREAK A PROMOTION
  7. 7. IT’S ALL ABOUT THE BENJAMINS
  8. 8. HOW DO I STRUCTURE MY REPORTING?
  9. 9. GROUP YOUR REPORTING BY PROGRAM FOR MAXIMUM INSIGHT
  10. 10. A PROGRAM IS THE INTERSECTION OF AN AUDIENCE AND AN OBJECTIVE
  11. 11. New Business Cross-Sell Referral Consultants Program Insurance Program Program Program Healthcare Program Program Program
  12. 12. MARKETING SHOULD BE A REVENUE CENTER
  13. 13. INVESTMENT & RETURNS $$ $$$$ $$ $$ Investment (Projected) Revenue <
  14. 14. MARKETING’S RAW MATERIALS ARE MEDIA, SHORT-TERM CREATIVE & LABOR
  15. 15. KPIs Projected Revenue What Leading indicators of future performance Actual estimates of future performance Why Trajectory of KPIs indicate the trajectory of overall performance The business does not care about MQLs, brand awareness, etc. The business cares about money Examples MQLs, SQLs, Brand Awareness, Leads, Phone Calls, Demos/Trials
  16. 16. HOW TO PROJECT REVENUE KPI X Magic Number = Projected Revenue
  17. 17. HOW TO PROJECT REVENUE 200 Leads X $3,450 Close Rate X Avg. Lifetime Value = $690,000
  18. 18. Calculate ROI TO CALCULATE PROJECTED REVENUE, LOOK AT 3-12 MONTHS OF PAST PERFORMANCE
  19. 19. HOW TO CALCULATE ROI X =ROI100 Attributable Revenue Marketing Investment Marketing Investment-
  20. 20. GRAPH KEY METRICS OVER TIME TO DEMONSTRATE DIRECTION & MOMENTUM
  21. 21. MARKETING ASSETS IMPROVE ROI IN FUTURE MARKETING EFFRORTS
  22. 22. KEY MARKETING ASSETS Brand Content Data
  23. 23. MARKET RESEARCH FIRMS CAN MEASURE UNAIDED AWARENESS
  24. 24. ADWORDS BRAND INTEREST HACK = Total Brand SearchesImpression Share Search Impressions
  25. 25. VIEW YOUR CONTENT AS A REVENUE-PRODUCING ASSET
  26. 26. TO BE AN ASSET YOUR CONTENT MUST BE EVERGREEN
  27. 27. CONTENT MUST ALSO BE HIGH QUALITY • Tightly targeted • Generate new visitors • Enhance the Brand • Drive Action
  28. 28. Content Quantity Content Quality Number of content pieces • Minutes of Engagement • New Visitors • Leads or Sales
  29. 29. MAY THE BEST DATA WIN
  30. 30. ADDRESSABLE AUDIENCE PERMISSION CONTACT INFO= +
  31. 31. YOUR OPT-IN LIST IS YOUR MOST VALUABLE MARKETING ASSET
  32. 32. FIRST-PARTY DATA IS TARGETING DATA FROM OBSERVING YOUR VISITORS
  33. 33. FIRST-PARTY DATA Social DMPDSP
  34. 34. MARKETING & SALES PERSONAS ANDREA Marketing Director Floors Unlimited “Keeping up is not enough - I need to be ahead of the curve.” BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the“why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows A DAY INTHE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality”leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy KEY BRAND AFFINITIES • Direction • Collaboration COMPANY PROFILE National floor covering distributor selling carpet, hardwood, ceramic and more INSIGHTS GIVE THE ORGANIZATION A CLEARER PICTURE OF THE MARKET
  35. 35. STEVE ROBINSON Founder/CEO, Brilliant Metrics @SteveRobinson Steve.Robinson@BrilliantMetrics.com Questions? Let’s Connect Read More of Steve’s Work BrilliantMetrics.com IterativeMarketing.net

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