How to Build a Marketing Metrics and Analytics Dashboard

Topics
• Why you need a dashboard
• 5 stages of building a dashboard
• Determining what should be on your dashboard
• Starting with a Metrics Matrix
• Understanding your data
• Pros and cons of dashboard tools
• A walkthrough of sample dashboards

Only 1/4 of marketers can answer the question,
“What is marketing’s impact on the business?”
Source: ITSMA/VEM Marketing Performance Management Survey, May 2014
90–100
Marketing was able to measure and report
the contribution of its programs to the
business
80–89
Marketing programs made a difference
but the contribution to the business goals
were not measured and reported
70–79
Marketing appears to have made some
impact on the business, but it is not clear
if the impact was material, nor is it
measured
69 or
lower
Marketing programs didn’t make a
difference—there is no clarity as to how
marketing is contributing
to the business
26%
40%
28%
6%
For 2013, using a 100 point scale, please select what grade the CEO/Division GM would give your marketing
organization for its ability to demonstrate its value and contribution to the business. % of Respondents

The “A” marketing organizations are also seeing
improvements in business growth metrics
* Indicates a statistically significant difference.
Source: ITSMA/VEM Marketing Performance Management Survey, May 2014
55
69
79
33
4563
25
39
54
In your last fiscal year, how did your company (or division) perform in the following areas:
% of Respondents that Reported Improvement
The “A’s”
Middle of the Pack
Laggards
Revenue growth* Dollar value of the
sales pipeline*
Win rate*
The “A’s”
Middle of the Pack
Laggards
The “A’s
Middle of the Pack
Laggards
The “A’s”
Middle of the Pack
Laggards

Three key characteristics of best-in-
class marketers
Act as business people first,
marketers second1
Make marketing performance
management a priority2
Set quantifiable performance
targets and report results in a
multilevel dashboard
3

Develop actionable performance management
dashboards to enable fact-based decisions
Report results on
three levels:
 Executive
 Operational
 Functional

Planning
Who is our
audience? What
business
outcomes do
they drive?
Requirements
Gathering
What indicates
success (or
failure)? What’s
the storyline we
use to present
those indicators?
Design
How do we
organize the
information we
need to tell the
story?
Data
Discovery
Do we have
that
information?
Build
+ Test
Lights!
Camera!
Action!
Maintain
Every
blockbuster
deserves a
sequel…
Dashboard Project Phases
DemandGen’s methodology includes the consulting, system architecture, and development
needed to create an effective dashboard: the control room of the Demand Factory, where the
input, output, and performance of core systems (such as demand generation and lead
management) are monitored and reported for analysis.

Planning
• Conduct interviews and
collect documentation
• Set expectations
• Capture:
– Intended audience and goals
– Core themes and desired
business outcomes
– Comparisons and indicators
– Filters and roll-ups
– Data sources
OUTPUT:
Dashboard Requirements
A brief outlining the business requirements for the
dashboard

In business, good stories
lead to action
Data Insight Action
Don’t stop here!

Marketing Performance Dashboard
Example Themes
• Demonstrate Marketing’s impact on and value to the
business
• Monitor Marketing program effectiveness to
determine how best to invest
• Assess effectiveness of Marketing-to-Sales lead
handoff
• Measure effectiveness of Sales follow-up and
bookings success

COMPANY INITIATIVES
Growth
initiative A
Growth
initiative B
MARKETING INITIATIVES
Deliver X MQLs
to Sales
Increase multi-
product
shopping cart
sales
Planning Drives KPI Definition
Sample
MARKETING PROGRAMS
Nurture
Marketing Tactics
Website Community
• Email
• Webinar
• Events
• Live Chat
• Library
• Blog
• Newsletter
Marketing Offers
• Video • Product

PROGRAM
CAMPAIGN
OFFER
Campaign Reporting
Framework
Tactic Tactic
OFFER
Tactic Tactic
CAMPAIGN
OFFER
Tactic Tactic Tactic
A well-defined hierarchy of elements is required to ensure accurate campaign-level
reporting. This example demonstrates how the elements relate – there is always a
likelihood of multiple child elements under any one parent.

Determining a Campaign Attribution Model
PIPE CLOSELEAD
Multi-Touch: Even
Opportunity amount split evenly across all campaign touches. Useful
when marketing is responsible for generating awareness and demand
throughout the lead lifecycle and each response is equally important.
PIPE CLOSELEAD
Single-Touch: Last
Entire opportunity amount assigned to campaign the resulted in the
pipeline (opportunity) being created. Useful when your primary
objective is generating pipeline.
PIPE CLOSELEAD
Single-Touch: First
Entire opportunity amount assigned to campaign the resulted in the
lead being created. Useful when your primary objective is
generating awareness.
Selecting an attribution model is key to aligning which opportunity amounts should
be associated to which campaigns.

O u t p u t s O u t c o m e s
Adopt a metrics framework and
create a catalog
Counting
 Media Mentions
 Trade Show Leads
 Click Through Rates
 Site Registrations
 Demo Downloads
 Number of New
Contacts/Leads
Output-
Based
Efficiency
 Lead Aging
 Pipeline and Bookings
Sourced or Influenced
 Campaign ROI
 Cost/Billing Dollar
 Program/Total Spend
Operational Business Outcomes
 Market Share
 Category Ownership
 Lifetime Value
 Adoption Rates
 Revenue Contribution
Outcome-
Based
Likelihood
of Outcomes
 Demand Funnel
Volume, Value &
Velocity
 Share of Wallet
 Rate of Growth: Market
 Share of Preference
Leading-
Indicators Expected Outcomes
 Campaign Lift Modeling
 Predisposition to
Purchase
 Likelihood to Defect
 Marketing Mix
Optimization
Predictive

Use data and metrics to gain
forward-looking, actionable insights
Metric Categories Included on Dashboards
Source: ITSMA/VEM Marketing Performance Management Survey, July 2012
Leading Indicators
• Campaign/Lead ROI
• Marketing
spend/budget
• On-time delivery of
marketing programs
• Cross-sell/upsell
• Price discounting
• Cost to acquire/retain
Historical
• Demand Funnel volume,
value, and velocity
• Share of preference
• Share of wallet
• Propensity to purchase
• Category growth rate
• Product/service adoption
rate
• Innovation revenue rate
• Price premium

Requirements Gathering
• Define KPIs, metrics and
groupings that align to the
business outcomes
• Determine filters, drill paths
and dimensions
• Specify goals, benchmarks
and thresholds
OUTPUT:
Dashboard Metrics Matrix
A dictionary of all the metrics and visualizations
to be included in the dashboard

Data Discovery
• Evaluate data against
dashboard requirements
• Identify gaps and provide
recommendations for
compliance
OUTPUT:
Data Field Analysis
An analytical report assessing the completeness
and consistency for all elements of the dashboard

Data chain integrity is essential
for reporting
1. Prospect Activity
2. Lead Capture
3. Lead Management
4. Reporting

Design
• Document all data sources,
elements + flows
• Create data blueprint
comprising all required
calculations
• Develop UI prototype
describing visualizations
and placement of
information
OUTPUTS:
Dashboard Blueprint
A specification of the precise components
required to construct the metrics, reports and
visualizations
Dashboard Wireframe
A prototype of the layout of the elements of the
dashboard

Build: Excel vs. Business
Intelligence Platforms
Excel Elite Reporting Business Intelligence (BI)
PROS
• Less expensive (no license fees)
• Easy to share
• Typically faster build time
• Familiar interface
• Real-time data exploration
• Available on-demand/online
accessibility
• Sharing and collaboration functionality
• Multiple delivery formats (mobile, PDF,
embeddable in other apps)
• Extensive set of charts/visualizations
CONS
• Static between refreshes
• Build to lowest common Excel version
• Dependencies on Windows vs. Mac
versions
• Limited drill-down capability
• Limited data capacity
• Higher development and license fees
• Potentially longer build time

Excel Elite Examples

BI Examples

5 Steps to Dashboard Success
1. Plan - Work with stakeholders and your Marketing Plan
2. Metrics Matrix - Build a wishlist of KPIs and metrics for
your dashboard
3. Data Discovery - Assess where your dashboard will have
gaps due to poor data
4. Design - Define what your dashboard users will see
5. Build - Find the right dashboard platform
6. Iterate - Evaluate whether your KPIs still hold up

@demandgen Copyright © 2015 | DemandGen® International, Inc.@demandgen Copyright © 2015 | DemandGen® International, Inc.
Q&A
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Thank you!

How to Build a Marketing Metrics and Analytics Dashboard

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How to Build a Marketing Metrics and Analytics Dashboard