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BRIDGING THE GAP
CONNECTING
MARKETING ROIWITH
FINANCIALROI
@garyedgar
MARKETING
VS
FINANCE
HOW MARKETERS SEE FINANCE
•  Hate spending
•  Constantlylooking forjustification
•  Stickwithwhatworks
•  It’s always about...
HOW FINANCE SEES MARKETERS
•  Spend thrifts
•  Want to dowhat’s cool– not
necessarilywhat’s practical
•  Creativitycan’t b...
HOW DO WE BRIDGE THE GAP?
•  Howdoyou connect both areas efforts?
•  Howcanyou track and delivermetrics that
appease both d...
?SECRET FORMULA
THERE ISN’T ONE
WHAT ARE YOU TRYING TO MEASURE?
•  Sales
•  CustomerSatisfaction
•  Business Leads
•  Cost benefits ofsocialcustomerservice...
MOTIVATIONS
•  Finance’s needs
•  Marketing’s needs
•  Where does the overlap
exist?
4 WAYS TO START
TRACKINGGOALS
1. START ON THE
SAME PAGE
•  What does success look
like?
•  Define the related success
metrics
•  Ensure the proper
infras...
•  Increase sales leads
•  100 newbusiness leads
generated through ourwebsite
•  Site analytics
•  Trackableweb links
•  A...
2. SET MEASURABLE
(& REALISTIC) GOALS
•  Be specific –vague goals generate
vague metrics
•  Bettergoal-setting allows fora ...
40%
PAGE ENGAGEMENT
15,000 FANS
IN FIRST YEAR
33%
INCREASE IN PRODUCT SALES
3. TEST AND LEARN
•  Start smallwith a reasonable sample size
•  Testyourhypothesis before trying it on a
largerscale
•  B...
CASE STUDY
•  DriveretailsalesoftheHusqvarnaToysat
theLawnmowerHospitalbypromotinga
anexclusiveFacebook.offer
•  Offertarget...
4. REGROUP AND SHARE
•  Deliveran ‘end-of-campaign’wrap report
to review
•  Focus on associated metrics and analytics
•  E...
COMMON
MISSTEPSOF MEASUREMENT
LET THE NUMBERS WORK FOR YOU
ADD CONTEXT
AVOID DATA PORN
MAKE IT VISUAL
DATA INFORMS INSIGHTS
REVIEW
•  Start on the same page
•  Set measurable (& realistic) goals
•  Test and learn
•  Regroup and share
CONTACT
Gary Edgar
gary@ruckusdigital.com
+1 (416) 934-2119
Bridging The Gap - Connecting ROI from Marketing to Finance
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Bridging The Gap - Connecting ROI from Marketing to Finance

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Here are some tips and tactics to help you improve the relationship between the Marketing and Finance departments and start working from the same playbook.

Published in: Marketing

Bridging The Gap - Connecting ROI from Marketing to Finance

  1. 1. BRIDGING THE GAP CONNECTING MARKETING ROIWITH FINANCIALROI @garyedgar
  2. 2. MARKETING VS FINANCE
  3. 3. HOW MARKETERS SEE FINANCE •  Hate spending •  Constantlylooking forjustification •  Stickwithwhatworks •  It’s always about the ‘bottom line’
  4. 4. HOW FINANCE SEES MARKETERS •  Spend thrifts •  Want to dowhat’s cool– not necessarilywhat’s practical •  Creativitycan’t be quantified •  It’s allabout ‘brand awareness’
  5. 5. HOW DO WE BRIDGE THE GAP? •  Howdoyou connect both areas efforts? •  Howcanyou track and delivermetrics that appease both departments? •  Howdoyou get everyone to love one another?
  6. 6. ?SECRET FORMULA
  7. 7. THERE ISN’T ONE
  8. 8. WHAT ARE YOU TRYING TO MEASURE? •  Sales •  CustomerSatisfaction •  Business Leads •  Cost benefits ofsocialcustomerservice •  Customerretention •  Etc….
  9. 9. MOTIVATIONS •  Finance’s needs •  Marketing’s needs •  Where does the overlap exist?
  10. 10. 4 WAYS TO START TRACKINGGOALS
  11. 11. 1. START ON THE SAME PAGE •  What does success look like? •  Define the related success metrics •  Ensure the proper infrastructure exists •  Formulate a plan a stick to it
  12. 12. •  Increase sales leads •  100 newbusiness leads generated through ourwebsite •  Site analytics •  Trackableweb links •  Ad orcontent tracking data •  Formulate an approach/plan
  13. 13. 2. SET MEASURABLE (& REALISTIC) GOALS •  Be specific –vague goals generate vague metrics •  Bettergoal-setting allows fora more targeted and specific campaign •  More detailwillprobablycost more money
  14. 14. 40% PAGE ENGAGEMENT 15,000 FANS IN FIRST YEAR 33% INCREASE IN PRODUCT SALES
  15. 15. 3. TEST AND LEARN •  Start smallwith a reasonable sample size •  Testyourhypothesis before trying it on a largerscale •  Be nimble and be prepared to pivotwith yourexecution
  16. 16. CASE STUDY •  DriveretailsalesoftheHusqvarnaToysat theLawnmowerHospitalbypromotinga anexclusiveFacebook.offer •  Offertargetedonlytosurroundingareas andforalimitedtime •  Redemptionwasonlyavailablein-store •  Linksweretrackedforclicksforbuying intention •  Redemptionsweretrackedinstore
  17. 17. 4. REGROUP AND SHARE •  Deliveran ‘end-of-campaign’wrap report to review •  Focus on associated metrics and analytics •  Ensure report includes keyinsights, take- aways and actionable items forfollow-up campaigns
  18. 18. COMMON MISSTEPSOF MEASUREMENT
  19. 19. LET THE NUMBERS WORK FOR YOU
  20. 20. ADD CONTEXT
  21. 21. AVOID DATA PORN
  22. 22. MAKE IT VISUAL
  23. 23. DATA INFORMS INSIGHTS
  24. 24. REVIEW
  25. 25. •  Start on the same page •  Set measurable (& realistic) goals •  Test and learn •  Regroup and share
  26. 26. CONTACT Gary Edgar gary@ruckusdigital.com +1 (416) 934-2119

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