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Building Integrated Marketing Reports and Dashboards


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Published in: Economy & Finance, Business

Building Integrated Marketing Reports and Dashboards

  1. 1. Building Integrated Marketing Reports and Dashboards Stuart Robertson, ShareBuilder Chris Denlinger, Time Warner Cable Jenny Dixon, Track: Marketing Executives
  2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at . </li></ul><ul><li>Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all.  Customers who purchase our services should make purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
  3. 3. Stuart Robertson Senior Director, Marketing [email_address]
  4. 4. Introduction to ShareBuilder <ul><li>6 th largest online brokerage firm </li></ul><ul><ul><li>>1.7Mn opened accounts </li></ul></ul><ul><ul><li>>250 strategic partnerships </li></ul></ul><ul><li>Vision: Increase savings rate of Americans </li></ul><ul><li>Mission: Help consumers build & manage wealth by delivering low-cost, easy to use, high-quality financial services </li></ul><ul><li>Launched ShareBuilder 401(k) in 10/2005 to the underserved small business marketplace </li></ul>INDUSTRY: Financial Services EMPLOYEES: 165 / 15 in 401(k) GEOGRAPHY: United States PRODUCT(S) USED: Enterprise, 3 AppExchange applications # USERS: 11
  5. 5. Easy, Affordable, On-Demand 401(k)s for Small Biz
  6. 6. Prospect to Customer -- Our Funnel for Success <ul><li>From awareness to customer promoters </li></ul>Interest Nurture Purchase Install Fund Promote <ul><li>Demand Generation </li></ul><ul><ul><li>Story architecture </li></ul></ul><ul><ul><li>Most efficient channel mix </li></ul></ul><ul><li>Sales Optimization </li></ul><ul><ul><li>Nurture </li></ul></ul><ul><ul><li>Process & Tools </li></ul></ul><ul><li>Customer Success </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Plan Launch </li></ul></ul><ul><ul><li>Promote/Community </li></ul></ul>
  7. 7. Measuring Marketing <ul><li>Building a Marketing Dashboard </li></ul><ul><ul><li>Determine your key business objectives </li></ul></ul><ul><ul><li>Categorize drivers / key influences </li></ul></ul><ul><ul><li>Collect, add, clean & capture data </li></ul></ul><ul><ul><li>ID views for faster & better decisions </li></ul></ul><ul><ul><li>Refer to Successforce for tips </li></ul></ul><ul><ul><li>… and build it </li></ul></ul>DEPLOYMENT DETAILS <ul><li>Dashboards by Marketing Objective </li></ul><ul><li>Data quality: </li></ul><ul><ul><li>Defined source codes </li></ul></ul><ul><ul><li>Ringlead de-dupes leads </li></ul></ul><ul><ul><li>Daily upload of customer data from administrator </li></ul></ul><ul><li>Working to Improve email & customer activity collection </li></ul>
  8. 8. Key Performance Indicators Dashboard <ul><li>Quick view of demand and revenue drivers </li></ul>TIPS <ul><li>Formulate web-to-lead to carry info you need </li></ul><ul><li>Group sales and leads by month </li></ul><ul><li>Integrate outside data (Assets): </li></ul><ul><ul><li>Data up-loader </li></ul></ul><ul><ul><li>Custom object </li></ul></ul>
  9. 9. Lead Dashboard <ul><li>Leads by month shows trends at a glance </li></ul><ul><li>Leads by source gives quick snapshot of channels driving demand </li></ul><ul><li>Sales by source provides view into quantity and quality of leads by source </li></ul>TIPS <ul><li>Group leads and sales by source – it’s easy </li></ul>
  10. 10. Lead Dashboard – A Level Deeper <ul><li>Quickly see stages, campaigns & partner results </li></ul>TIPS <ul><li>Leverage marketing source codes </li></ul><ul><ul><li>More defined the better </li></ul></ul><ul><li>Define lead status and easy to measure in total or by sales member </li></ul>
  11. 11. Demand Campaign Dashboard <ul><li>Easy to compare email open & clicks </li></ul><ul><li>Track leads & sales across mediums </li></ul>TIPS <ul><li>Need campaigns </li></ul><ul><li>Web-to-lead auto-updates campaigns </li></ul><ul><li>Uploading clicks & opens via data up-loader </li></ul>
  12. 12. Nurture Email Dashboard TIPS <ul><li>Similar to Demand Dashboard, except: </li></ul><ul><ul><li>Ringlead Appexchange updates lead with defined nurture campaign actions </li></ul></ul><ul><li>Custom field for closing campaign: </li></ul><ul><ul><li>Lead source standard </li></ul></ul><ul><ul><li>Close source custom (formula field) </li></ul></ul>
  13. 13. Making it Easy for Your Sales Team <ul><li>Campaign & offer </li></ul><ul><li>Status fulfillment </li></ul>TIPS <ul><li>Custom fields track items important to you and sales </li></ul><ul><li>Auto populating (formula field) offer based on mktg source </li></ul><ul><li>Marketsync automatically show fulfillment actions, status, and updates your budget in Campaigns </li></ul>
  14. 14. Making it Easy for Your Sales Team <ul><li>Showing actions of prospects </li></ul><ul><li>Sales prioritize calls based on actions & decision time frame </li></ul><ul><li>Marketing optimizes nurture efforts based on actions </li></ul>TIPS <ul><li>Custom fields capture actions customers takes prior purchase </li></ul><ul><li>Download to excel to: </li></ul><ul><ul><li>Understand order and actions that lead to sales </li></ul></ul><ul><ul><li>Mirror custom fields show marketing activity </li></ul></ul><ul><ul><li>Use to optimize nurture efforts </li></ul></ul>
  15. 15. Customer Success Dashboard <ul><li>Easy view of key metrics </li></ul><ul><li>9-10 rating is a Promoter; 7-8 is Neutral; 0-6 is Detractor </li></ul><ul><li>The Ultimate Number , Fredrick Reichheld </li></ul><ul><li>Will you recommend us? </li></ul><ul><li>Average US business is ~12% </li></ul><ul><li>Fasting growing average >50% </li></ul><ul><li>Leader grow 2.5 times competitors </li></ul>
  16. 16. Impact & Lessons-Learned <ul><li>Deep visibility from one source creates buy-in across company </li></ul><ul><ul><li>Provide Unit Head and CEO instant reports on state of the business </li></ul></ul><ul><ul><li>No longer the business case of one – sales team can see what really works </li></ul></ul><ul><ul><li>Configurability enables ability to align with unique KPIs </li></ul></ul><ul><li>Enables scalable automation & productivity </li></ul><ul><ul><li>Dashboards allow us to optimize campaigns, channels & partners fast </li></ul></ul><ul><ul><li>Real-time lead capture from our site </li></ul></ul><ul><ul><li>Formal nurture program based on customer actions out of SFDC </li></ul></ul><ul><ul><li>Easy for Sales to know status of leads, kits, offer fulfillment, & customer installations </li></ul></ul><ul><li>Makes it simple to track customer success to view and act </li></ul><ul><ul><li>View install & funding reports to determine where to focus support </li></ul></ul><ul><ul><li>Promoter score allows us to easily see how we’re doing and where to focus testimonial efforts </li></ul></ul><ul><li>Data quality and gathering is essential for good decision-making </li></ul>
  17. 17. Chris Denlinger Senior Business Manager [email_address]
  18. 18. Introduction to Time Warner Cable Business Class <ul><li>B2B arm of Time Warner Cable </li></ul><ul><li>40+ divisions nationwide </li></ul><ul><li>Sell P2P Ethernet, Internet Access, Managed Services, Web Hosting, Email </li></ul><ul><li>Divisions each manage their own environment/analytics </li></ul>INDUSTRY: Telecom EMPLOYEES: 4,500 GEOGRAPHY: US PRODUCT(S) USED: SFA, Service & Support, DB Amp, Clicktools Surveys, # USERS: 93 locally
  19. 19. Marketing at Time Warner Cable <ul><li>Marketing Strategy </li></ul><ul><ul><li>Generate qualified leads from the web, direct mail, and cold calling activities </li></ul></ul><ul><ul><li>Track, measure, refine tactical execution </li></ul></ul><ul><ul><li>Marketing mix includes: courtship mechanisms, event sponsorship, direct mail, e-marketing, web presence </li></ul></ul><ul><li>Courtship Mechanisms </li></ul><ul><ul><li>Concert tickets </li></ul></ul><ul><ul><li>Event Sponsorship </li></ul></ul>
  20. 20. Measuring Marketing <ul><li> at Time Warner </li></ul><ul><ul><li>Campaign management/evaluation </li></ul></ul><ul><ul><li>Competitive Tracking </li></ul></ul><ul><ul><li>Sales Effectiveness </li></ul></ul><ul><li>Reporting & Dashboards </li></ul><ul><ul><li>Competitive dashboard </li></ul></ul><ul><ul><li>Impact of courtship mechanisms </li></ul></ul><ul><ul><li>“ The Machine” </li></ul></ul><ul><ul><li>Lead source/lead type </li></ul></ul>DEPLOYMENT DETAILS <ul><li>Using ALL areas of Salesforce </li></ul><ul><li>60+ Users </li></ul><ul><li>Currently Integrating with AS400 billing system </li></ul><ul><li>Full time DBA and trainer </li></ul><ul><li>Users in Sales, Marketing and Ops </li></ul><ul><li>Custom S-Controls to improve user efficiency </li></ul>
  21. 21. Example Dashboard- Campaign Effectiveness
  22. 22. Example Dashboard- Competitive Overview
  23. 23. Example Report- Lead Status
  24. 24. Example Report- Lead Status Details
  25. 25. Example Report- Lead Source
  26. 26. Impact & Lessons-Learned <ul><li>What were the results? </li></ul><ul><ul><li>ROI on marketing activities </li></ul></ul><ul><ul><li>Understand where leads are coming from </li></ul></ul><ul><ul><li>Accuracy is contingent upon sales execution </li></ul></ul><ul><ul><ul><li>Places a premium on training and consistency </li></ul></ul></ul><ul><ul><li>Market share improvements/losses to modify products </li></ul></ul><ul><li>Lessons-Learned </li></ul><ul><ul><li>Data quality and “knowing” the data is key </li></ul></ul><ul><ul><li>Is all about reports </li></ul></ul>
  27. 27. Jenny Dixon Senior Manager, Integrated Marketing [email_address]
  28. 28. Familiar Questions for Marketers <ul><li>“ What was the ROI on our last trade show?” </li></ul>“ How many leads did the online ad generate?” “ What was the conversion rate on the email drop?” “ How did this year’s programs impact the business ?” “ Which tactics performed best?” “ Should we run that campaign again next year ?” “ Did our campaign improve sales win rates ? Deal size ?” “ What is our cost per lead ?”
  29. 29. The End Result… Now How Do We Get There? Business Impact Goal Tracking Top Tactics Key Metrics
  30. 30. Step 1: Articulate Your Question <ul><li>What is the ROI on my campaign? </li></ul><ul><ul><li>Count of leads v. qualified leads </li></ul></ul><ul><ul><li>Cost per lead </li></ul></ul><ul><ul><li>Cost per closed deal </li></ul></ul><ul><li>Should we run this campaign next year? </li></ul><ul><ul><li>Performance v. target </li></ul></ul><ul><li>What is the quality of sales follow-up? </li></ul><ul><ul><li>Average time to qualify </li></ul></ul><ul><ul><li>Lead status </li></ul></ul><ul><li>What is the impact on the business? </li></ul><ul><ul><li>Impact on overall lead flow </li></ul></ul><ul><ul><li>New pipeline created / closed </li></ul></ul><ul><ul><li>Impact on win/loss rate </li></ul></ul>Consider refining your questions by… Tactic Cost per Lead per Tactic Region # Open Leads in the East Date # Leads Created by Month
  31. 31. <ul><li>Question…. </li></ul><ul><li>Answer Requires The Right Data: </li></ul><ul><ul><li>Lead source = Internet Search: designated campaign, lead field </li></ul></ul><ul><ul><li>East Region: State, zip code data captured in Web to Lead form </li></ul></ul><ul><ul><li>Lead create date </li></ul></ul><ul><ul><li>Lead convert date: sales must convert lead to opportunity </li></ul></ul>Step 1a: Are You Capturing the Right Data? <ul><ul><li>“ What are the monthly qualification rates from Internet Search generated leads for Eastern Sales over the last 12 months?” </li></ul></ul>
  32. 32. Step 2: Leverage Pre-Built Reports Metric If You Use Campaigns Not Using Campaigns Count of Leads Campaign ROI report Lead Report Count of Qualified Leads Campaign Opportunity report Lead Lifetime Report (count of opportunities) $ Pipeline Created Campaign Opportunity report Lead Lifetime Report $ or Deal Won Business Campaign Opportunity report Lead Lifetime Report Average transaction size Campaign Opportunity report Lead Lifetime Report
  33. 33. Step 3: Create Custom Reports - Tips <ul><li>Example: Use Custom Summary Formula to calculate Conversion Rate </li></ul>1. Create Custom Summary Formula on Campaign Detail Report 2. Use formula: Total Num Opportunities/Total Responses 3. Run report
  34. 34. Step 4: Plan Your Dashboard - EXAMPLE <ul><li>Snapshot of Key Metrics </li></ul><ul><li>Total Responses </li></ul><ul><li># Opportunities </li></ul><ul><li>$$ Opportunities </li></ul><ul><li>$$ Closed </li></ul><ul><li>Cost per Lead </li></ul><ul><li>Performance v. Goal </li></ul><ul><li># Responses v. Goal </li></ul><ul><li>Top Tactics: Leads, $$ </li></ul><ul><li>Impact on Revenue </li></ul><ul><li>Open Opportunities </li></ul><ul><li>Closed Opportunities </li></ul><ul><li>Forecast/Pipeline Graph </li></ul><ul><li>Impact on the Business </li></ul><ul><li>Win/Loss Trend </li></ul><ul><li>Closed Business Trend </li></ul><ul><li>Lead Flow </li></ul><ul><li>Sales Follow-Up </li></ul><ul><li>Lead Status </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Contest Status </li></ul>How is the campaign performing? What is the ROI / business generated? What is the impact on our business 1 2 3 1 2 3
  35. 35. Step 5: Embed Reports in Dashboard - Tips <ul><li>Include as much data as possible in each component </li></ul><ul><ul><li>Total registration v. registration by city by member status </li></ul></ul><ul><ul><li>Total responses v. responses by tactic </li></ul></ul><ul><li>Use metric components to stack data for side-by-side comparisons </li></ul><ul><li>Include trend components to show marketing impact </li></ul>
  36. 36. Step 5a: Optimize Component Options GAUGE Compare performance vs. target METRIC Small size is useful for side-by-side comparisons TABLE See the exact numbers in a series or the names of the “top records” CHART Best for visualizing trends and segmentation , but often lose detail on exact numbers
  37. 37. Introducing Mashboards Insert any application component into a dashboard On-Demand Spreadsheets Web Analytics Any Analytic Component
  38. 38. Demonstration
  39. 39. Stuart Robertson Senior Director, Marketing Chris Denlinger Marketing Manager Jenny Dixon Senior Manager, Integrated Marketing QUESTION & ANSWER SESSION
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