The document outlines a marketing metrics dashboard designed to manage the ROI of marketing campaigns by tracking various key performance indicators (KPIs) like conversion rates and customer lifetime value. It includes the roles of team members involved in the dashboard's creation, methodologies for data analysis, and the sources of data used. Additionally, it presents pricing options for the dashboard services offered, emphasizing the importance of measurement in effective marketing strategies.

1. Marketing Metrics Dashboard
Managing ROI for Marketing Campaigns

2. The Pain
 Effective and Efficient marketing channels?
 Conversion Rates?
 Customer Life Time Value?
 Take Rate?
 Retention Rate?
 Churn?
 Cost per Sale?
 Return on Marketing Investment (ROMI)?
 Return on Investment (ROI)?
“Measurement is like laundry. The
longer you wait to do it, the more
it piles up.”
Amber Naslund

3. The Solution
 Measures
 Segments
 Metrics
 Analysis
 Dashboard
"You can't manage what you can't measure.“
Peter Drucker

4. Dashboard

5. Team
Jeff Nelson
-M.B.A.
-Website Analytics
-Metrics Consultant
-Data Architect
-Online Strategist
Joanne O’Connell
-M.A.
-Market Research
-Metrics Consultant
-Data Architect
Bill Bergh
-Brand Consultant
-Relationship Builder
-Marketing Executive
Damon James
-Online Strategist
-Website Developer
Nicholette Freele
-Social Media Guru
-Data Analyst
-Fashion Setter
“In God we trust. All others bring data.”
Edwards Deming

10. Sources
 Google Analytics
 Visits, Duration, % New Visits, Bounce Rates, Goals
 Google AdWords
Impressions, Clicks, Conversions, Costs
 3rd Party Measures
Marketing Grader, Google PR, Alexa, SEMRush
 Company Marketing Costs
 Direct, Organic, Paid, Referrals, eNewsletters, Traditional
 Company Sales Data
Prospects, Offers, Sales Volumes
 Company Financial Data
Revenues, COGS, Gross Margin, Net Income
“If content is King, then conversion
is Queen.”
John Munsell

11. Process
WorkshopAsk DashboardDesign MeasuresCollect
MetricsSegment FunnelCompare KPIsSelect

12. Features
 Dashboard – store and analyze monthly data
 Measures Pyramid – gather measures
 Acquisition Funnel – segment by marketing channel
 Metrics Inventory – analyze effectiveness and efficiencies
 Targets – improve outcomes
 KPIs – monitor trends and outcomes
 Recommendations – action plans and responsibilities
“Never let your campaigns
write cheques that your
website can’t cash.”
Avinash Kaushik

13. Benefits
 Compare All Marketing Channels to specific channels
 Calculate Acquisition and Retention metrics
 Calculate metrics for Efficiency and Effectiveness
 Calculate ROI and ROMI for each channel
 Monitor Leading Indicators for industry, competitors, and company
 Select and monitor KPIs
 Develop Recommendations for improvement
“Done is better than perfect.”
Facebook

14. Pricing
*6 month minimum
Per Month* 5 Channels 10 Channels
Basic Dashboard $395 $795
We Add Measures $95 $195
Analysis and Recommendations $295 $495
Training $195 $395
Customization Custom Quote