1. © 2016, The Adcom Group
5 Key Elements Your Marketing Analytics Should Deliver
October 22, 2016

2. © 2016, The Adcom Group
Andrew Kraynak
V.P. – Digital Engagement
Experience:
• 20+ years of client-side strategic marketing
experience.
• Leads Digital, SEO, SMS, Email and Analytics
team at Adcom.
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Here
© 2016, The Adcom Group

3. © 2016, The Adcom Group
High-performing marketing teams
see at least 2X – 3X the value
from the same channels
as underperformers.
“State of B2B Marketing” Salesforce.com, 2016

4. © 2016, The Adcom Group
How?
Layers.
They use almost 3x more channels. This creates significant response efficiencies.
Agile.
In market quickly with minimum viable product. Learn. Fast iteration.
Measure.
Understand what drives exploration, engagement, and purchase.
“State of B2B Marketing” Salesforce.com, 2016

5. © 2016, The Adcom Group
Demand Generation Practice
Helping Companies
Find, Connect &
Convert Prospects.
Efficiently.

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1…2…3…4…5… Key Elements…
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Reports: A Love / Hate Relationship
7
• Reports provide the results we need to
prove what we’re doing
• Satisfies our thirst for data and to “have
numbers” for senior management
• But are they really providing insight?
• Do they explain why thing happened and
why they matter?
• Lots of data, is there value?

8. © 2016, The Adcom Group
Marketing Analytics Report Challenges
8
• Delivering numbers but not delivering insight and value
• Not visual or interactive – just lots of static views of data
• Results not put into context & not prioritized
• Trends and patterns not always revealed or explained
• Reports that say what happened but not why it happened
or why it matters
• Not enough focus on the $money and investment costs
• Reports not aligned towards action and decision making

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1. Visual Analytics &
Dashboarding
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Reports of Just Numbers vs. Visual Analytics
10

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Dashboards Instead of Reports
11
• Visual & impactful
• Easy to read &
understand
• Often interactive &
dynamic
• Often Web-enabled
• The “right” amount of
data

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Use Visual Design Best Practices For Your Data
12

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Delivering Analytics For The Right Audience
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2. Benchmarking &
Exception Reporting
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Benchmarking Your KPIs
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• Show key performance
indicators only (KPIs)
• Establish Above or
Below Benchmarks
• Use color and good
design to make it easy
to spot the good & the
bad

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Exception Reporting
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Negative –
Worse Than Expectations
Within Range of
Expectations
Positive –
Better Than Expectations
% Change Color Key
• Show Comparisons To Benchmarks (Up/Down) and Amplitude
(Degree of Change)
• Highlight the results that are not expected, that are
significantly above or below norms or expectations.
• Deals with the reality that there is a lot of data and results to
keep track of – focus on the exceptions to find the story.

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3. Time Granularity
& Trend Reporting
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Time Granularity of Your Reporting
20
By Quarter By Month By Week
• Need For
More Detail Is
Increasing
• Time
Granularity
Should Match
Decision
Making

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Trend Reporting – Show The Right Comparisons
21
YTD / CTD
Year To Date
Campaign To Date
• Aggregate totals – show growth
• Averages – establish benchmarks
• May obscure more granular volatility
YOY / MOM / WOW
Year Over Year
Month Over Month
Week Over Week
• Compares metrics (usually % change) from one time
period to a similar time period
• Shows seasonality and like period differences
• But may have many caveats because conditions change
over time
L7 / L30 / L60 / L90
Last 7 Days
Last 30 Days
Last 60 Days
Last 90 Days
• Shows aggregate, averages and percent change over
rolling time periods
• Shows recency and patterns (continuing or changing)
and how recent results compare to longer time periods

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4. Deep Financial Analytics
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Levels of Reporting – Drive Towards The $
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Aggregate Measures
- Sales
- Leads
- Visits
- Clicks / Calls
Effectiveness Measures
CTR
Engagement Rate
Response Rate
Conversion Rate
Financial Measures
Cost Per Click
Cost Per Engagement
Cost Per Lead
Cost Per Sale
ROI

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$1.50 Cost
Per Visit
1%
Conversion
Rate
20% Close
Rate
$750 Cost
Per Sale
$2.50 Cost
Per Visit
5%
Conversion
Rate
30% Close
Rate
$167 Cost
Per Sale
$10.00 Cost
Per Visit
10%
Conversion
Rate
40% Close
Rate
$250 Cost
Per Sale
Social
SEM
Direct Mail
Most Efficient
Media @
Driving Sales
Analyzing The Whole Financial Picture

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5. Causality, Insight
& Action
33

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Causality – Getting To Root Causes
34
12%
Q1 Online Sales
Great – Online Sales are
up, why?
6%
Q1 Online
Conversion Rate
Online Conversion was up
a little, so that partially
explains it, what else?
22%
Q1 Organic
Search Traffic
But the bigger driver may
have been organic traffic –
why?
24%
Feb – March
TV Campaign
Launched
OK – so TV drove more
interest and awareness,
which converted better
than paid sources

25. © 2016, The Adcom Group
Creating A Data Story Drives Insight & Action
• A clear flow turns a
collection of facts
into a compelling
narrative.
• When you deliver
insight, you can
motivate action and
sound decisions.

26. © 2016, The Adcom Group
5 Key Elements For Marketing Analytics
1 Visual Analytics & Dashboarding
2 Benchmarking & Exception Reporting
3 Time Granularity & Trend Reporting
4 Deep Financial Analytics
5 Causality, Insight, & Action
• Deliver visual impact & insight,
not just numbers
• Right data, right audience
• Provide context & meaning
• Focus on the good & the bad,
not the average
• Understand the right level of
granularity for decisions
• Understand trends & what’s now
• Go beyond totals and
percentages – get to the $
• Analyze the whole $ picture
• Get to the root causes of why
• Find the insight, motivate action