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Marketing Scorecard Concept
- 1. Marketing Scorecard Concept Sandeep Giri Jared Stivers OpenI, Inc. April 2009 All Rights Reserved (c) 2009, OpenI, Inc.
- 2. Jared Stivers Introductions • Visionary leader specializing in business intelligence and marketing analytics. • Founder and project lead of the open source business intelligence company OpenI. • CEO/CTO of Loyalty Matrix (‘02-’07), a leading Software-as-a-Service (SaaS) provider of marketing analytics, acquired by Responsys in ‘07. • At Responsys, led the integration of Loyalty Matrix technology and services as Responsys‘s own analytics product Interact Insight. • Software industry veteran for over 15 years, successfully launched several software products, both enterprise and on-demand at companies like Netcentives, Ameritrade, and InfoUSA. • Master's degree in Computer Science from the University of Nebraska, published in numerous software industry journals. • LinkedIn: http://www.linkedin.com/in/sandeepgiri • Blog: http://sandeep-giri.blogspot.com All Rights Reserved (c) 2009, OpenI, Inc. Sandeep Giri • Hands on analytical strategist • Authored one of the first guides to applying the tenants of data analysis to unstructured social media • Sr. Analytics Consultant at Loyalty Matrix/Responsys (’06- ‘09) • At Loyalty Matrix/Responsys guided Apple’s .mac division through it’s transformation to MobileMe • At Responsys defined and published the basics of email analytics as well as applied them in practice with The Walt Disney Co, GE Money, Lego and Sun Microsystems among others • Masters of Business Administration San Francisco State University, BA from the University of California at Santa Barbara • LinkedIn: http://www.linkedin.com/in/jaredstivers • Blog: http://www.analyticsfouronefive.blogspot.com/
- 3. Scorecards = How are We Doing Now? Where should We Focus? • Scorecard measures 3 key concepts – People: • Universe of People We can Market to • How they Differ – Message: • Content and Context of our Communication • Is it on Target – Results: • Is Marketing Generating Revenue? • How Effectively? • Translate this to Online All Rights Reserved (c) 2009, OpenI, Inc.
- 4. Contacts How big is the universe of people I can talk to in each channel? Is it growing? Campaigns Which Campaigns drive most responses? Compared to Industry? 0 10 20 30 40 50 60 Q1 Q2 Q3 Q4 New High Spend Loyal Lapsed Revenue What are the trends and drivers of my revenue? 0 2 4 6 8 10 12 14 Q1 Q2 Q3 Q4 People Message Results Products Which products provide best response? 0 2 4 6 8 10 12 Q1 Q2 Q3 Q4 ProductA ProductB Product C ProductD ROI Best/Worst Returns by Campaigns, Products, Segments and Channels -0.1 -0.05 0 0.05 0.1 0.15 0.2 0.25 ROI Segments How Engaged are my customers? 0 10 20 30 40 50 60 Q1 Q2 Q3 Q4 New Loyal Best Lapsed Lost 0 20 40 60 80 100 120 Q1 Q2 Q3 Q4 affiliate PPC website search email C1 C2 Industry C3 All Rights Reserved (c) 2009, OpenI, Inc.
- 5. All Rights Reserved (c) 2009, OpenI, Inc.
- 6. Next Steps • How do these concepts apply to your organization and industry? • Where is the data required to create similar scorecards? • Can we define a pilot scorecard project for you? • What are the success metrics for the pilot? • What is the budget and timeline? All Rights Reserved (c) 2009, OpenI, Inc.
- 7. Next Steps • How do these concepts apply to your organization and industry? • Where is the data required to create similar scorecards? • Can we define a pilot scorecard project for you? • What are the success metrics for the pilot? • What is the budget and timeline? All Rights Reserved (c) 2009, OpenI, Inc.