This document provides a 6 step roadmap for implementing a Return on Marketing Investment (ROMI) methodology for direct response marketing. The 6 steps are: 1) Start small and define goals and metrics; 2) Build a collaborative media planning process; 3) Build a reliable sales data process; 4) Define campaign linkages using tags; 5) Define allocation logic to attribute sales; and 6) Create visual ROMI reports to drive results. Following this roadmap will help marketers improve performance and accountability.
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
The Integrated Marketing Analytics Guidebook White Paper by BECKONAmanda Roberts
You have all the data in the world at your fingertips and your leadership team is waiting for strategic scorecards to come out of marketing. But what should you track, measure, report on and share? What metrics actually matter?
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
Authors:
Ankit Abraham Sinha, Senior Analyst
Sidharth Sreekumar, Assistant Manager
What is Marketing Mix Modeling (MMM)?
MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line.
Measuring the Effectiveness of Marketing Spend Using MMM
Increasing Marketing Spend
As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater.
The Need to Measure the Impact of Marketing
According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.
High Performance ABM Capabilities Benchmark ReportDemand Metric
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
Executive Summary
Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin.
This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following:
What is Display Advertising?
Display Advertising For Marketers
Challenges
Resources
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Big Data. Metrics. Measurement. Statistics. ROI. You can hardly have a business conversation today without a call for more data-driven decisions and more metrics. So what is your plan for measuring your content marketing programs? This presentation lays out a sales funnel focused strategy for analyzing and using the metrics that matter most to succeeding at your business objectives.
Sales Compensation Solution Acquisition Best Practices ReportDemand Metric
This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Onset of digital and the integration of sales and marketing is redefining the way B2B demand generation programs can be successfully run. In this 20 slide eBook we break down some of the basics of running a B2B marketing 2.0 campaign.
Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn:
-101-level marketing technology definitions
-When and how to use what platform
-Best practices & success stories for marketing and sales teams
CONSTRUCCIÓN DE LA II ETAPA DEL PLAN EMERGENTE PARA MEJORAMIENTO DEL ABASTECIMIENTO ACTUAL Y FUTURO DEL SISTEMA DE AGUA POTABLE DE LA CIUDAD DE CATAMAYO DE LA PROVINCIA DE LOJA, REPUBLICA DEL ECUADOR
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
The Smart Cube | Marketing Mix Modeling: An Old Remedy for New IllsMelissa Luongo
Authors:
Ankit Abraham Sinha, Senior Analyst
Sidharth Sreekumar, Assistant Manager
What is Marketing Mix Modeling (MMM)?
MMM is the use of statistical analysis to estimate and predict the impact and effectiveness of media channels, price changes, promotions, and external factors on the sales volumes of a company. This helps demystify the relationship between a company’s marketing spend and its bottom line.
Measuring the Effectiveness of Marketing Spend Using MMM
Increasing Marketing Spend
As global ad spending increases, it is imperative for companies to ensure that they get the best bang for their buck. In this scenario, the need to measure the impact of various marketing media on sales and deploy marketing funds efficiently is even greater.
The Need to Measure the Impact of Marketing
According to an April 2014 study by VisionEdge Marketing and ITSMA, 85% of marketers polled were of the opinion that the pressure to measure the value and contribution of marketing is increasing. In addition, a May 2014 study by Ifbyphone states that 60% of marketing executives report marketing metrics to their business leadership teams at least on a monthly basis. This highlights the increasing emphasis being laid by business leaders on the need for regular and more accurate measurement of marketing metrics that highlight the impact of marketing spend on business performance.
High Performance ABM Capabilities Benchmark ReportDemand Metric
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
Which web analytics matter most? A 3-step primerCatalyst
Many people use the wrong Web metrics to evaluate their website's performance. Learn the right metrics, how to use them, when to use them, and what they all mean.
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
Executive Summary
Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin.
This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following:
What is Display Advertising?
Display Advertising For Marketers
Challenges
Resources
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Big Data. Metrics. Measurement. Statistics. ROI. You can hardly have a business conversation today without a call for more data-driven decisions and more metrics. So what is your plan for measuring your content marketing programs? This presentation lays out a sales funnel focused strategy for analyzing and using the metrics that matter most to succeeding at your business objectives.
Sales Compensation Solution Acquisition Best Practices ReportDemand Metric
This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Onset of digital and the integration of sales and marketing is redefining the way B2B demand generation programs can be successfully run. In this 20 slide eBook we break down some of the basics of running a B2B marketing 2.0 campaign.
Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn:
-101-level marketing technology definitions
-When and how to use what platform
-Best practices & success stories for marketing and sales teams
CONSTRUCCIÓN DE LA II ETAPA DEL PLAN EMERGENTE PARA MEJORAMIENTO DEL ABASTECIMIENTO ACTUAL Y FUTURO DEL SISTEMA DE AGUA POTABLE DE LA CIUDAD DE CATAMAYO DE LA PROVINCIA DE LOJA, REPUBLICA DEL ECUADOR
La música es una de las expresiones más fabulosas del ser humano ya que logra transmitir de manera inmediata diferentes sensaciones que otras formas de arte quizás no pueden.
Oral surgery: a bone atrophy in area 45-46 treated using a SmartBone block. A successfull block technique with an innovative xenograft (histology analysis and 3 year follow-up).
Six steps to revenue boosting lead generation programsJaslynn joan
Here are six steps B2B marketers can take to enhance their lead generation programs.
Source<> http://blog.bizbilla.com/jaslynn-info/user/show/6977/six-steps-to-revenue-boosting-lead-generation-programs
Setting the right metrics for your channel marketing management platform is critical for driving partner adoption and generating meaningful return on investment.
Partner Marketing Automation Roll Out – 5 Critical Choices You Should MakeZINFI Technologies, Inc.
Many vendor organizations today are considering the implementation of end-to-end partner marketing automation tools. What’s more, many have already put in place a set of point-tools that are trying to make them all work together. The key for both of these scenarios is to make sure that partner marketing automation doesn’t take a life on its own and serve as a means to an end. The primary purpose of a partner marketing automation platform is to drive profitable growth, so yes, it must increase your partner-led demand generation activities, but it also must reduce costs by introducing more streamlined processes and greater efficiency.
Setting the right metrics for channel marketing management platform is critical for driving partner adoption and generating meaningful return on investment.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
Revenue Operations Analytics: A Strategic BlueprintKwanzoo Inc
The true value in your KPIs is understanding how they complete the bigger picture of the customer journeys that drive the most impact for your business.
Prepare for Marketing Automation: 5 Tips to Maximize ROIG3 Communications
View this webinar on-demand at: http://dg-r.co/AutomatedROI
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a 28% average overall return.
This quick start crash course will give you a 5-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
In this webinar, you'll learn:
The three “Must Dos” to get started;
Setting up your pilot lead management program;
Core competencies your team will need;
The 5-step process for creating your first automated program; and
Optimizing and maximizing results with metrics that matter.
These are a few common mistakes you need to be aware to ensure a flawless sales promotion. You should do everything possible to learn whatever you can about the complexities and nuances of your industry or profession--and not just once, but regularly. By knowing the potential bottom-line of impact of your sales promotion, you’ll have the information to invest the energy necessary to host a strong flawless sales promotion that will deliver boosting results over the time period it covers.
There’s a pot of gold waiting for IT solution providers – and technology vendors are almost uniformly frustrated in getting their channel to make use of it. Vendors who sell through a channel or an agent network allocate between 1 and 2% of their top line revenue as Market Development Funds for their partners. However, for the most part, these Market Development Funds (MDF) fail to realize their potential. There are many reasons, chief among which are the lack of organized ways to allocate funds, track activities and measure outcomes. As a result, MDF is notorious for yielding the worst return in comparison to other direct marketing activities. Through our years of engagement in channel programs around the world, we have observed that companies who take the following steps to get the highest return from their MDF programs.
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
How to complete google ads audit in 8 stepsNCSofttech
A Google Ads account audit is the process of evaluating the effectiveness of your accounts. An audit can reveal painful hidden issues that need to be addressed.
This project aimed for Business Analytics Specialization on Wharton School, University of Pennsylvania.
Case discussed is GYF Ads who has threat from Ad Blocking that cannibalized organic user base. Problem Statement, Strategies, and Measurement are embodied in this presentation.
Similar to White Paper - ROMI Best Practices Roadmap (20)
1. ROMI Best Practices Roadmap
Upper Quadrant, Inc.
8135 Alexander Bell Drive, Suite 200
Reston, Virginia 20191
703.476.1992 sales@upperquadrant.com
2. UQube Reports Proprietary & Confidential
i
Overview
Marketers today are consistently asked to outperform last year’s results with fewer resources and less
money. We are expected to produce the next winning creative and strategy, while we drive down our
costs and generate more sales for our company. The intent of this paper is to provide a framework to
implement ROMI (Return On Marketing Investment) for direct response marketing that will assist
marketers as they work to live up to these heightened expectations.
The following six steps represent a best practices roadmap for the implementation of a Direct Response
ROMI methodology.
Step 1: Start Small, Define Your Goals and Clearly Define Your Metrics
Choosing to pursue a ROMI project can feel overwhelming at the start. Take time to clearly define goals
and objectives and plan with the end in mind.
Define the End Result – As you begin, on the back of a napkin, define which questions need
answers daily, weekly, monthly, quarterly and yearly. What actions will be driven by these
answers? This information guides the development of your media plans, and data requests of your
vendors. Later in the process you can determine and create the full range of tools to use to
simplify your analysis and get the answers you need in a timely manner.
Start with the low hanging fruit – First, choose objectives that you can implement rapidly and that
will have clear benefit to the organization. This will help to get buy-in for larger initiatives and
energize the team by building on successes. Work with your team to standardize calculations or
the definitions of commonly used terms. Is there a new, beneficial report or view of results that
can be delivered easily? Is there a simpler, more efficient way to gather and share results data
from multiple vendors or locations?
3. UQube Reports Proprietary & Confidential
ii
Identify the key players in the process -
A typical ROMI rollout includes the following team. Anything you can do to include these people
and their needs will make the process go more smoothly. Identify your go-to team members and
communicate with that team regularly.
CMO/VP of Marketing
Campaign Coordinator
Channel Manager/Director
IT
Marketing Analytics
Media Agency
Creative Agency
Contact Center.
Clearly define goals
“We expect to decrease our Cost Per Sale from $250 to $215 by Q3, and aim to hit a Cost per Sale
of $200 by the end of Q1.”
You will need clearly defined metrics and standardized definitions and calculations in order to
truly benefit from ROMI. All costs should be considered in this exercise. Set specific targets for
Media and Production Costs that consider the results driven by your active programs. Determine
depression thresholds for your Creatives, Offers, and Formats, to know when any aspect of a
program needs modification or sunset. And determine target dates to ensure that these metrics
are monitored and addressed regularly.
Once you have clear goals and metrics, a team in place, and everyone working toward the same vision,
jump in with both feet and make things happen.
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Step 2: Build a Collaborative Media Planning Process
Your Media Plan is the cornerstone of your ROMI initiatives. Whatever information is collected in the
media plan becomes available for future reporting and analysis and should be considered carefully by you
and your team. Creating a media plan that crosses channels requires slightly different thinking than
developing a plan that meets the needs of one specific channel alone. Based on the metrics and key
answers defined in Step 1 above, determine the information that is required for immediate and future
analysis and build those requirements into your media plan.
Be sure to capture information in a standard and consistent fashion across all channels. A system with
standards will ensure more reliable analytics. All team members: internal, agencies and vendors should
adhere to consistent conventions for naming, time and date, tracking tags and other pertinent data in
your plan to ensure that analysis and comparisons are comprehensive and reportable.
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Step 3: Build a Reliable and Timely Response/Sales Data Process
Most direct response marketers seeking comprehensive ROMI reporting will need to gather data from
multiple sources. Build reliability and timeliness into the processes for gathering, accessing and sharing
this integral data:
1) Define the level of data needed for your analysis - Determine if you need detailed or summary
level information.
2) Identify data sources – Which vendors provide which data, and who is responsible for data
delivery?
3) Determine Data Formats – How will data be delivered and what attributes will be included. Think
of the end in mind and don’t forget the tracking tags!
4) Schedule Data Deliveries - Define regular delivery times and the data date ranges needed.
5) Establish Delivery Mechanisms - Will data be manually uploaded or automatically integrated?
6) Incorporate Data Validation Rules - Define data failures and a process for addressing
corrupted/bad data, and missing data. Establish Service Level Agreements (SLAs) with vendors.
7) Test, Test, Test - Get sample data and validate that it accurately represents what you need.
8) Hit the “Go” button!
Call Center
Call centers are often the primary response vehicle for direct marketing campaigns.
As such, getting data from your internal and external call centers is critical to
understanding the response and conversion rates of your campaigns. Additionally,
understanding abandonment at your call centers could limit your risk at cutting
campaigns that are actually working but had poor results due to a problem with the
switch or under staffing at a center.
Web
The web represents a marketing channel as well as a medium for prospects and
customers to buy your products and services. Typical companies that house this data
include Atlas, Double Click, and Omniture. You will want to get data on both search
and banner advertising. Typical metrics would include impressions, clicks, and
conversion rates to name a few. If you are using more than one ad server,
standardization will be absolutely critical.
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Orders/POS
Most order systems capture the same general information - the who, what, where,
when and how much regarding a customer transaction. This information is critical in
crafting your ROMI analysis and reporting. The Order Entry system is usually where
the dollar amount of each transaction is captured which will be used to generate
rollup reports and metric calculations.
Step 4: Campaign Set-up - Define Linkages (Hint: Tags are Key)
During this stage, you will need to define the linkages between where you spend money and where you
make money. This involves the usage of URLs, 800#’s, Promo Codes, Coupon Codes, etc. As part of this
process, you will need to make a decision on how you will use the Tracking Tags. Will they be reused?
Will you intentionally use a tracking tag on multiple campaigns at the same time? Two scenarios for
tracking tag usage are outlined below.
Crafting a repeatable and structured process will ensure that everyone is on the same page when it comes
to the tag setup. Often tags represent the call to action on a marketing piece. They appear on marketing
literature, websites, TV and Radio commercials or inserts. There are also downstream impacts of tags
that need to be coordinated prior to kicking off the campaign. You will also need to make sure that when
someone responds, that all response channels are set up in advance. In the case of a call center you will
need to confirm that:
1) the IVR (if one exists) is set up for that 800# with the appropriate options,
2) the 800# is activated and set up at each call center going to the appropriate queue/skillset,
3) the call representative answers the phone with the appropriate script and offer, and
4) the order entry system is able to handle that offer and complete the transaction.
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The same type of flow will be required in the online world as well as retail locations accepting coupons. If
any of these stages of the campaign setup and customer response process fail, it could be embarrassing to
your company or worse; it could result in an unhappy prospect that is unwilling to buy from you. That
would mean lost revenue and wasted marketing spend due to faulty processes.
Step 5: Define Your Allocation Logic – Eliminate the Black Box
Assuming you have all of the kinks worked out of your campaign setup process and response channels are
ready to go, we will now proceed to the Allocation Logic phase of the ROMI implementation. During this
phase you will need to determine how to bucket your
sales and responses. You will define what percentage of
your sales can be directly attributed to marketing efforts
through best practices media plan management and tag
setup processes and what will be thrown into the
“Not Directly Attributable” bucket. At this stage, you will
define what is acceptable for your organization. Every
company is different, but the goal remains the same: get
as close to the truth as possible by directly linking as many responses and sales to the exact campaign that
caused them. The remainder will be deemed “Not Attributable” and will require a different allocation
methodology.
Many companies choose to use different types of models to allocate the remaining “Not Directly
Attributable” sales back to a particular media channel or campaign. Below are three proposed methods
for Direct Attribution and Indirect Attribution of sales to marketing initiatives.
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The Unique Approach defined above assumes you will use unique tags and re-use logic such that all sales
that occur using a response channel using those tags can be attributed to a specific campaign with
complete confidence. These sales will fall into the “Directly Attributed” bucket.
The Shared Approach assumes that overlap will occur in using tags and that split logic will be applied using
proportionality, projections, geo allocation or a combination of all of the above.
Vanity/Generic allocation can be attributed by asking prospects a series of self-qualifying questions to lead
you to understand what induced them to purchase from you. After that, many companies choose to use
models to fill the gaps.
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Step 6: Create Visual ROMI Reporting That Drive Results
Reports and word walls are not helpful. What you need to strive for is valuable insight to drive ROMI
based decisions. ROMI is not a one-time decision. It evolves over time and therefore needs to be
evaluated on a continual basis.
Reporting for ROMI should be flexible and allow
you to slice and dice the data across the key areas
of interest to your organization across all
channels that you are spending money. The
following chart represents a high level view of the
minimum types of dimensions and channels that
reporting should cover.
The following types of reports should be part of your ROMI solution.
Summary reports will provide a quick snapshot of what is working and what is not
based on ROMI calculations.
Trend reporting allows you to determine how well you are doing over time. It helps
to answer questions about spend, response and performance at particular times of
the year and to figure out if creative burnout is occurring. Using trending analysis in
addition to summary level analysis is the optimal solution. Using one alone can lead
to major analytical mistakes. For example, a summary report for the year could lead
you to believe that the “Creative 1” creative is doing fantastic, it has a $250 CPS. But
peeling back the onion using trending shows that the first half of the year, it had a
$100 CPS and the second half it had a $500 CPS. Give this additional insight, you
would probably choose to cut spend on this activity as soon as possible.
This type of reporting allows you to clearly rank anything by any metric. This ordinal
type of analysis make it easy to see what is the best and what is the worst
performing channel, campaign, media vehicle, agency etc.
Compare period over period with variances in order to determine how you did this
month versus the same month last year. You should be able to compare Days,
Weeks, Months, Quarters and Years easily within the interface.
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Performance bands are a terrific way to evaluate performance of individual elements
while comparing those elements to others at the same time. Good performance
banding will enable you to create bands that are specific to your business as well as
your target goals and metrics. For instance, a company running 100 campaigns per
month evaluating performance based on CPS could establish three performance
bands (Great = $1 - $100, Ok = $100 - $200, and Bad = $200+). A report with this
capability would allow you to see in one place all 100 campaigns and let you rapidly
identify the campaigns that are underperforming with a CPS greater than $200.
This type of a report is a meeting ready report that will allow you to print and go
right before a meeting. It will include charts with visual representations of your
marketing performance as well as ranking, comparisons and areas to enter
comments or a personalized synopsis.
Summary
ROMI for direct marketing is an extremely valuable tool for marketers. With a clearly defined process,
active participants and dedication any company can make ROMI a reality. The marketing team that
commits to gaining a clear understanding of not only ROMI but the underlying factors and components
that drive it will be able to enjoy a strategic advantage over other companies in their competitive space.
As we hope you have found through reading the outline above, by leveraging our years of work with some
of the world’s largest marketing agencies and direct response companies Upper Quadrant has developed a
best-in-class approach to determining ROMI. The six steps outlined above should provide a good roadmap
for you and your team to take the ROMI challenge head on. Good luck!
About Upper Quadrant
Upper Quadrant is a marketing technology company. Since 2001, Upper Quadrant has been dedicated to
the development of marketing analysis, collaboration and campaign setup products that give marketing
departments and agencies of all sizes the tools and information needed to drive results by facilitating the
capture and understanding of ROMI, call center KPI and other key online and offline marketing data.
How we do it
Using UQube™, our web-based application suite, our customers gain instant visibility into the success, cost
and effectiveness of marketing campaigns, providing the insight needed to manage their channels and
continually improve results. Coupling best in class applications and processes with a dedicated team of
experts, Upper Quadrant is able to quickly deliver game-changing insights for clients. We work with our
clients to leverage UQube to fast-track initiatives geared towards extracting required information from
various internal and external groups while automating a proven approach that provides “always on”
access to insight and results.
To discuss integrating UQube for world class ROMI and marketing insight within your organization, please
contact UQ Sales at 703.476.1992 or via email at sales@upperquadrant.com.