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Marketing Measurement Mastery Webcast Slides by BECKON

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Amanda Roberts
Amanda Roberts

Omnichannel marketing measurement doesn’t happen overnight—it’s a journey. Join Forrester Analyst Tina Moffett and Beckon VP of Data Strategy Kevin Dodson to learn how top brands measure and optimize omnichannel marketing performance.

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MARKETING MEASUREMENT MASTERY Live webcast: October 28, 2014 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
Tina Moffett Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester •  Customer Analytics •  Data Management •  Database Marketing •  Direct Marketing •  Information Management •  Marketing Measurement •  Marketing Organization & Culture •  Marketing Organizational Structure •  Marketing ROI •  Measurement Methods & Techniques •  Predictive Analytics @vmoffett @Forrester
Kevin Dodson Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc •  Omnichannel Analytics •  Marketing Strategy •  Marketing Measurement •  Measurement Methods & Techniques •  Data Collection •  Data Management •  Marketing ROI @kevdod @BeckonInc
helps brands understand and beautifully communicate the business impact of everything that marketing does @kevdod @BeckonInc
Agenda MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework – How it All Must Come Together •  Marketing Performance Measurement Scorecard – Buyer’s Journey Example •  The Marketing Scorecard Template – Your To Do @kevdod @BeckonInc
1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start with a goal, then find the data. • Scorecards • Dashboards BOTTOM-UP ANALYTICS Start with data, then find the insights. • Ad-hoc analysis • Auto correlation • Variances VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($) AGGREGATED METRICS (multi-channel, manager level) ACTIVITY METRICS (single-channel, tactician level) • Total new customers • Total sales • NPS • Net sentiment • Engagement/Impressions ratio • Paid/Earned ratio • Aided awareness • Share of voice • ROMI • ROMO • Cost per new customer • Cost per point of awareness • Impressions by campaign • Engagement by channel • Sales by region • GRPs by DMA • E/I ratio by campaign • P/E ratio by channel • Engagement rate by agency • Likes per post by channel • Cost per impression by campaign • Cost per engagement by channel • ROMI per business unit • Sales per square foot by region • Visits • Clicks • Likes • Sends • Click-through rate • Conversion rate • Open rate • Cart abandonment rate • Cost per click • Cost per thousand • Cost per point • Cost per attendee MARKETING • Funnel • P/O/E • Channel • Campaign BUSINESS • Product • Industry • Region • Competition ORGANIZATIONAL • Business unit • Department • Owner • Agency CUSTOMER • Segmentation • Type (new, old) • Demographics EXECUTION • Placement • Creative • Offer • Test/Control Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS DEFINITIONS: Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance). Tip: State key marketing or business objectives in the form of a question. Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question. Metrics: The set of performance measures by which an objective is evaluated. Types include: • Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI) • Volume Metrics: Impression and engagement volume, total sales and other outcomes. • Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate. • Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome. Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet
MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action Tina Moffett Customer Insights Analyst Forrester Research @vmoffett @Forrester @vmoffett @Forrester
Making Leaders Successful Every Day @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 13 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 14 Empowered customers have given rise to a new era . . Age of manufacturing Mass manufacturing makes industrial powerhouses successful •  Ford •  Boeing •  GE •  RCA Age of distribution Global connections and transportation systems make distribution key •  Wal-Mart •  Toyota •  P&G •  UPS Age of information Connected PCs and supply chains mean those that control information flow dominate •  Amazon •  Google •  Comcast •  Capital One Age of the customer Empowered buyers demand a new level of customer obsession •  Macy’s •  Salesforce.com •  USAA •  Amazon @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 15 . . . with four market imperatives Transform the customer experience Embrace the mobile mind shift Become a digital business Age of the customer Turn big data into business insights @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 16@vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 17 Hiring talent to manage measurement and analytics Managing data from a variety of sources Ensuring data quality from a variety of sources Please rank the top three challenges that prevent your organization from making use of measurement and analytics. Source: Forrester/Burchworks State of Customer Analytics Survey 2014 @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 18 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Majority of marketers measure efficiency and effectiveness of campaigns 34.7% 66.5% 53.5% 63.5% 75.9% 70.6% 75.3% 80% Please indicate your level of agreement with each of the following statements that pertains to measurement in your organization: @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 19 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Marketers measure customer based metrics to understand acquisition and growth Please indicate which metrics your organization uses to measure customer interactions. Select all that apply. @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 20 90% Use customized measurement reports and analysis are created based on need and function 80% Share results of analytics projects are periodically delivered through email to key stakeholders Please indicate your level of agreement with the following statements regarding insights distribution (top 2 box) 45% Access analytics insights and methodologies through a a knowledge management portal
© 2014 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 22 Firms focused on core pillars to ensure marketing performance measurement success ü  Crafting a marketing measurement strategy ü  Building organization and resource support ü  Securing the right data and technology ü  Defining metrics and KPIs ü  Driving results through optimization and activation @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 23 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy Organization and Resources Technology and Data Metrics and KPIs Optimization and Activation •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Insights sharing •  Recommendation s •  Marketing and Media Planning @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 24 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  Align marketing metrics to core business metrics, such as ROMI or revenue impact •  Develop measurement plans aligned with marketing objectives •  Outline program objectives, design test matrices, and map out measurement forecasts and metrics @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 25 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Organization and Resources •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Organize to align marketing and analytics resources to manage and support measurement. •  Have business analysts interpret results •  Defined project management practices (knowledge management, cross-functional collaboration) @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 26 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Technology and Data •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Use performance management tools to measure marketing success •  Automatically ingest marketing data through APIs and log files •  Enforce data audits •  Create a meta data/ metric dictionary @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 27 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Metrics and KPIs •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Have clearly defined marketing efficiency and effectiveness metrics to measure campaign success (cost per acquisition, cost per click, sales conversion rates) •  Calculate ROMI for every campaign •  Connect marketing performance with business impact (acquisition rates, upsell rates, customer profitability) @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 28 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Optimization and Activation •  Insights sharing •  Recommendation s •  Marketing and Media Planning •  Integrate measurement insights into the greater marketing strategy •  Share insights across the marketing organization •  Build multivariate marketing tests based on results; identify campaign champions •  Shift marketing budgets based on past campaign results •  Act on results and test offers, creative, content, and channel @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 29 Develop a strategic plan to guide the maturity journey Marketers measure contextual interactions, using results to optimize interactions across the customer lifecycle. Marketers adopt a more advanced measurement approach, like attribution and mix, and link performance to business outcomes Marketers focus on basic marketing efficiency and effectiveness metrics and think about the right technologies to track performance. Marketers provide basic measurement approach, focused on start to socialize marketing and channel measurement, gaining support, inventory of data, analysis of measurement needs . Profile @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 30 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
© 2014 Forrester Research, Inc. Reproduction Prohibited 31 Source: A commissioned conducted by Forrester Consulting on behalf of Kenshoo, October 2014 ›  Assess your marketing performance. ›  Get Support from your CMO. ›  Conduct a measurement workshop. ›  Define your marketing performance measurement objectives. ›  Tackle the top two measurement obstacles first. Prepare for a lengthy measurement journey @vmoffett @Forrester
Thank you Tina Moffett @vmoffett @vmoffett @Forrester
MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework •  Marketing Performance Measurement Scorecard •  The Marketing Scorecard Template Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc @kevdod @BeckonInc
Countless channel-specific tools hold channel-specific data Web Email Search TV Twitter Facebook OOH Mobile In-store Display @kevdod @BeckonInc
While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes BrandOutcomes @kevdod @BeckonInc
While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes @kevdod @BeckonInc
Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes CPMCTR views pins down- loads friends TRPs clicks MQLs bounce likes views re- tweets fans visits SQLs Impre- ssions GRP GRPs opens @kevdod @BeckonInc
Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes CPMCTR views pins down- loads friends TRPs clicks MQLs bounce likes views re- tweets fans visits SQLs Impre- ssions GRP GRPs opens But what works best across it all? and How is it all working together to impact the business? @kevdod @BeckonInc
MARKETERS ARE DATA RICH BUT INSIGHT POOR @kevdod @BeckonInc
MARKETERS ARE DATA RICH BUT INSIGHT POOR & OMNICHANNEL REPORTING IS A MESS @kevdod @BeckonInc
What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business @kevdod @BeckonInc
What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
In other words, take this: @kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
And turn it into this: @kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
Marketing Data Framework (aka The Unified Theory of [Marketing Data] Relativity) by Beckon @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with a goal, then find the data • Dashboards • Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights • Ad-hoc Analysis • Auto correlation • Variances METRICS/KPIS @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK OBJECTIVES @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK OBJECTIVES A key marketing or business goal that you want to monitor and evaluate @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK Remember to make them SMART: Specific Measureable Attainable Realistic Timely Example: OK: Increase unaided awareness Good: Increase unaided awareness among teens Better: Increase unaided awareness among teens by 5% Best: Increase unaided awareness among teens by 5% in Q1 OBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Marketing and business sources of data that measure activities, spend, and outcomes. An outcome is an action, event, or condition to be maximized or minimized @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other BECKON DATA SOURCE WORKSHEET @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
Understanding Reporting Categories Metric Reporting Categories @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM Metrics: The set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. KPIs or Key Performance Indicators: Special metrics that best answer the questions you must ask in order to drive your objectives MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY METRICS/KPIS BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the metrics/data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS 80% 20% Resource Allocation
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
@kevdod @BeckonInc
Objectives: A key marketing or business goal that you want to monitor and evaluate Remember to make them SMART: Specific Measureable Attainable Realistic Timely @kevdod @BeckonInc
KPIs: key measurements that best answer the questions you must ask in order to drive your objectives. KPIs are often derived—they are aggregate counts or ratios of two or more underlying metrics. @kevdod @BeckonInc
Metrics: the set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. Proper Scope: Activity, Aggregated, Strategic Proper Type: Volume, Effectiveness, Efficiency Do I have the data? •  Yes – ensure it has the proper Reporting Categorization •  No – how can I collect it? @kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 1: Organize around Business and Brand Objectives Increase LTV 10% Among Males 11-17 Grow Sales in China by 5% Be an industry Thought Leader Increase Share of Wallet by 5% •  Take cues from the business and its objectives •  Doesn’t require a connection between the objectives •  Make sure they are all at the same “level” – strategic, tactical Different options for organizing a scorecard @kevdod @BeckonInc
BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 2: Organize Around Key Initiatives or Campaigns FIFA World Cup Campaign New Product Launch Back to School Holiday 2014 •  Think of it as consolidated campaign reporting •  Allows the easy comparison of similar types of objectives •  Doesn’t require a connection between the objectives Different options for organizing a scorecard @kevdod @BeckonInc
STRATEGY 3: Organize Around The Buyer’s Journey Different options for organizing a scorecard
@kevdod @BeckonInc
@kevdod @BeckonInc
@kevdod @BeckonInc
Good luck! But know that Beckon is always here to help. •  Built by marketers, for marketers •  Intuitive software + expert guidance •  We work with amazing brands in many segments, so we benefit from the wisdom of the [CMO] crowd And we will send you all… @kevdod @BeckonInc
1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start with a goal, then find the data. • Scorecards • Dashboards BOTTOM-UP ANALYTICS Start with data, then find the insights. • Ad-hoc analysis • Auto correlation • Variances VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($) AGGREGATED METRICS (multi-channel, manager level) ACTIVITY METRICS (single-channel, tactician level) • Total new customers • Total sales • NPS • Net sentiment • Engagement/Impressions ratio • Paid/Earned ratio • Aided awareness • Share of voice • ROMI • ROMO • Cost per new customer • Cost per point of awareness • Impressions by campaign • Engagement by channel • Sales by region • GRPs by DMA • E/I ratio by campaign • P/E ratio by channel • Engagement rate by agency • Likes per post by channel • Cost per impression by campaign • Cost per engagement by channel • ROMI per business unit • Sales per square foot by region • Visits • Clicks • Likes • Sends • Click-through rate • Conversion rate • Open rate • Cart abandonment rate • Cost per click • Cost per thousand • Cost per point • Cost per attendee MARKETING • Funnel • P/O/E • Channel • Campaign BUSINESS • Product • Industry • Region • Competition ORGANIZATIONAL • Business unit • Department • Owner • Agency CUSTOMER • Segmentation • Type (new, old) • Demographics EXECUTION • Placement • Creative • Offer • Test/Control Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS DEFINITIONS: Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance). Tip: State key marketing or business objectives in the form of a question. Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question. Metrics: The set of performance measures by which an objective is evaluated. Types include: • Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI) • Volume Metrics: Impression and engagement volume, total sales and other outcomes. • Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate. • Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome. Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet @kevdod @BeckonInc
Proprietary and Confidential 105 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
Proprietary and Confidential 106 Thank you

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Marketing Measurement Mastery Webcast Slides by BECKON

  • 1. MARKETING MEASUREMENT MASTERY Live webcast: October 28, 2014 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
  • 2. Tina Moffett Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester •  Customer Analytics •  Data Management •  Database Marketing •  Direct Marketing •  Information Management •  Marketing Measurement •  Marketing Organization & Culture •  Marketing Organizational Structure •  Marketing ROI •  Measurement Methods & Techniques •  Predictive Analytics @vmoffett @Forrester
  • 3. Kevin Dodson Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc •  Omnichannel Analytics •  Marketing Strategy •  Marketing Measurement •  Measurement Methods & Techniques •  Data Collection •  Data Management •  Marketing ROI @kevdod @BeckonInc
  • 4. helps brands understand and beautifully communicate the business impact of everything that marketing does @kevdod @BeckonInc
  • 5. Agenda MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework – How it All Must Come Together •  Marketing Performance Measurement Scorecard – Buyer’s Journey Example •  The Marketing Scorecard Template – Your To Do @kevdod @BeckonInc
  • 6. 1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
  • 7. BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start with a goal, then find the data. • Scorecards • Dashboards BOTTOM-UP ANALYTICS Start with data, then find the insights. • Ad-hoc analysis • Auto correlation • Variances VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($) AGGREGATED METRICS (multi-channel, manager level) ACTIVITY METRICS (single-channel, tactician level) • Total new customers • Total sales • NPS • Net sentiment • Engagement/Impressions ratio • Paid/Earned ratio • Aided awareness • Share of voice • ROMI • ROMO • Cost per new customer • Cost per point of awareness • Impressions by campaign • Engagement by channel • Sales by region • GRPs by DMA • E/I ratio by campaign • P/E ratio by channel • Engagement rate by agency • Likes per post by channel • Cost per impression by campaign • Cost per engagement by channel • ROMI per business unit • Sales per square foot by region • Visits • Clicks • Likes • Sends • Click-through rate • Conversion rate • Open rate • Cart abandonment rate • Cost per click • Cost per thousand • Cost per point • Cost per attendee MARKETING • Funnel • P/O/E • Channel • Campaign BUSINESS • Product • Industry • Region • Competition ORGANIZATIONAL • Business unit • Department • Owner • Agency CUSTOMER • Segmentation • Type (new, old) • Demographics EXECUTION • Placement • Creative • Offer • Test/Control Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
  • 8. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
  • 9. 4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
  • 10. BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS DEFINITIONS: Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance). Tip: State key marketing or business objectives in the form of a question. Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question. Metrics: The set of performance measures by which an objective is evaluated. Types include: • Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI) • Volume Metrics: Impression and engagement volume, total sales and other outcomes. • Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate. • Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome. Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet
  • 11. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache MARKETING MEASUREMENT MASTERY •  Marketing Measurement Trends •  Marketing Measurement Capabilities •  Take Action Tina Moffett Customer Insights Analyst Forrester Research @vmoffett @Forrester @vmoffett @Forrester
  • 12. Making Leaders Successful Every Day @vmoffett @Forrester
  • 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  • 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 Empowered customers have given rise to a new era . . Age of manufacturing Mass manufacturing makes industrial powerhouses successful •  Ford •  Boeing •  GE •  RCA Age of distribution Global connections and transportation systems make distribution key •  Wal-Mart •  Toyota •  P&G •  UPS Age of information Connected PCs and supply chains mean those that control information flow dominate •  Amazon •  Google •  Comcast •  Capital One Age of the customer Empowered buyers demand a new level of customer obsession •  Macy’s •  Salesforce.com •  USAA •  Amazon @vmoffett @Forrester
  • 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 . . . with four market imperatives Transform the customer experience Embrace the mobile mind shift Become a digital business Age of the customer Turn big data into business insights @vmoffett @Forrester
  • 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16@vmoffett @Forrester
  • 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Hiring talent to manage measurement and analytics Managing data from a variety of sources Ensuring data quality from a variety of sources Please rank the top three challenges that prevent your organization from making use of measurement and analytics. Source: Forrester/Burchworks State of Customer Analytics Survey 2014 @vmoffett @Forrester
  • 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Majority of marketers measure efficiency and effectiveness of campaigns 34.7% 66.5% 53.5% 63.5% 75.9% 70.6% 75.3% 80% Please indicate your level of agreement with each of the following statements that pertains to measurement in your organization: @vmoffett @Forrester
  • 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Source: Forrester/Burchworks State of Customer Analytics Survey 2014 Marketers measure customer based metrics to understand acquisition and growth Please indicate which metrics your organization uses to measure customer interactions. Select all that apply. @vmoffett @Forrester
  • 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 90% Use customized measurement reports and analysis are created based on need and function 80% Share results of analytics projects are periodically delivered through email to key stakeholders Please indicate your level of agreement with the following statements regarding insights distribution (top 2 box) 45% Access analytics insights and methodologies through a a knowledge management portal
  • 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  • 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Firms focused on core pillars to ensure marketing performance measurement success ü  Crafting a marketing measurement strategy ü  Building organization and resource support ü  Securing the right data and technology ü  Defining metrics and KPIs ü  Driving results through optimization and activation @vmoffett @Forrester
  • 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy Organization and Resources Technology and Data Metrics and KPIs Optimization and Activation •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Insights sharing •  Recommendation s •  Marketing and Media Planning @vmoffett @Forrester
  • 24. © 2014 Forrester Research, Inc. Reproduction Prohibited 24 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Strategy •  Business Strategy •  Marketing Strategy •  Customer Centricity •  Measurement and Planning •  Align marketing metrics to core business metrics, such as ROMI or revenue impact •  Develop measurement plans aligned with marketing objectives •  Outline program objectives, design test matrices, and map out measurement forecasts and metrics @vmoffett @Forrester
  • 25. © 2014 Forrester Research, Inc. Reproduction Prohibited 25 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Organization and Resources •  C-Level Support •  Business Analyst •  Talent Recruitment •  Partners •  Organizational Design •  Organize to align marketing and analytics resources to manage and support measurement. •  Have business analysts interpret results •  Defined project management practices (knowledge management, cross-functional collaboration) @vmoffett @Forrester
  • 26. © 2014 Forrester Research, Inc. Reproduction Prohibited 26 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Technology and Data •  Data collection and processing •  Data management and quality •  Real time access •  Application support •  Performance Measurement Tools •  Use performance management tools to measure marketing success •  Automatically ingest marketing data through APIs and log files •  Enforce data audits •  Create a meta data/ metric dictionary @vmoffett @Forrester
  • 27. © 2014 Forrester Research, Inc. Reproduction Prohibited 27 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Metrics and KPIs •  Cross-Channel measurement •  Key Performance Indicators (KPIs) •  Return on Marketing Investment (ROMI) •  Marketing efficiency •  Marketing effectiveness •  Have clearly defined marketing efficiency and effectiveness metrics to measure campaign success (cost per acquisition, cost per click, sales conversion rates) •  Calculate ROMI for every campaign •  Connect marketing performance with business impact (acquisition rates, upsell rates, customer profitability) @vmoffett @Forrester
  • 28. © 2014 Forrester Research, Inc. Reproduction Prohibited 28 Organizations must assess their measurement capabilities across six areas Marketing Measurement Assessment Components Optimization and Activation •  Insights sharing •  Recommendation s •  Marketing and Media Planning •  Integrate measurement insights into the greater marketing strategy •  Share insights across the marketing organization •  Build multivariate marketing tests based on results; identify campaign champions •  Shift marketing budgets based on past campaign results •  Act on results and test offers, creative, content, and channel @vmoffett @Forrester
  • 29. © 2014 Forrester Research, Inc. Reproduction Prohibited 29 Develop a strategic plan to guide the maturity journey Marketers measure contextual interactions, using results to optimize interactions across the customer lifecycle. Marketers adopt a more advanced measurement approach, like attribution and mix, and link performance to business outcomes Marketers focus on basic marketing efficiency and effectiveness metrics and think about the right technologies to track performance. Marketers provide basic measurement approach, focused on start to socialize marketing and channel measurement, gaining support, inventory of data, analysis of measurement needs . Profile @vmoffett @Forrester
  • 30. © 2014 Forrester Research, Inc. Reproduction Prohibited 30 Agenda › Marketing Measurement Trends › Marketing Measurement Capabilities › Take Action @vmoffett @Forrester
  • 31. © 2014 Forrester Research, Inc. Reproduction Prohibited 31 Source: A commissioned conducted by Forrester Consulting on behalf of Kenshoo, October 2014 ›  Assess your marketing performance. ›  Get Support from your CMO. ›  Conduct a measurement workshop. ›  Define your marketing performance measurement objectives. ›  Tackle the top two measurement obstacles first. Prepare for a lengthy measurement journey @vmoffett @Forrester
  • 33. MARKETING MEASUREMENT THERAPY Marketing Analytics Strategies to Cure Your Big Data Headache BUILDING A MARKETING PERFORMANCE MEASUREMENT FRAMEWORK •  The Marketing Data Framework •  Marketing Performance Measurement Scorecard •  The Marketing Scorecard Template Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc @kevdod @BeckonInc
  • 34. Countless channel-specific tools hold channel-specific data Web Email Search TV Twitter Facebook OOH Mobile In-store Display @kevdod @BeckonInc
  • 35. While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes BrandOutcomes @kevdod @BeckonInc
  • 36. While business and brand performance typically stand alone Web Email Search TV Twitter Facebook OOH Mobile In-store Display Business Outcomes … BrandOutcomes @kevdod @BeckonInc
  • 39. MARKETERS ARE DATA RICH BUT INSIGHT POOR @kevdod @BeckonInc
  • 40. MARKETERS ARE DATA RICH BUT INSIGHT POOR & OMNICHANNEL REPORTING IS A MESS @kevdod @BeckonInc
  • 41. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business @kevdod @BeckonInc
  • 42. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 43. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 44. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 45. What’s needed A way to aggregate data from across it all into a performance framework that is meaningful to the business REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET MARKETING-SPECIFIC REPORTING AND ANALYTICS DIAGNOSTICS, BENCHMARKS, DATA VIZ MARKETING SPEND + ACTIVITY BRAND OUTCOMES BUSINESS OUTCOMES @kevdod @BeckonInc
  • 46. In other words, take this: @kevdod @BeckonInc
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. And turn it into this: @kevdod @BeckonInc
  • 59. Marketing Data Framework (aka The Unified Theory of [Marketing Data] Relativity) by Beckon @kevdod @BeckonInc
  • 60. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with a goal, then find the data • Dashboards • Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights • Ad-hoc Analysis • Auto correlation • Variances METRICS/KPIS @kevdod @BeckonInc
  • 61. BECKON MARKETING DATA FRAMEWORK OBJECTIVES @kevdod @BeckonInc
  • 62. BECKON MARKETING DATA FRAMEWORK OBJECTIVES A key marketing or business goal that you want to monitor and evaluate @kevdod @BeckonInc
  • 63. BECKON MARKETING DATA FRAMEWORK Remember to make them SMART: Specific Measureable Attainable Realistic Timely Example: OK: Increase unaided awareness Good: Increase unaided awareness among teens Better: Increase unaided awareness among teens by 5% Best: Increase unaided awareness among teens by 5% in Q1 OBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY
  • 64. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Marketing and business sources of data that measure activities, spend, and outcomes. An outcome is an action, event, or condition to be maximized or minimized @kevdod @BeckonInc
  • 65. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 66. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 67. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 68. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other BECKON DATA SOURCE WORKSHEET @kevdod @BeckonInc
  • 69. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELSOBJECTIVES Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY @kevdod @BeckonInc
  • 70. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
  • 71. Understanding Reporting Categories Metric Reporting Categories @kevdod @BeckonInc
  • 72. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY Categories of related metrics that are useful in supporting the analysis of your objectives @kevdod @BeckonInc
  • 73. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELS DATAREPORTING CATEGORIESOBJECTIVES MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 74. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM Metrics: The set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. KPIs or Key Performance Indicators: Special metrics that best answer the questions you must ask in order to drive your objectives MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 75. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 76. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 77. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 78. BECKON MARKETING DATA FRAMEWORKDATASOURCS& CHANNELSOBJECTIVESMETRICS/KPIS MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) DATAREPORTING CATEGORIES ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition EXECUTION •  Placement •  Creative •  Offer •  Test/control @kevdod @BeckonInc
  • 79. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY METRICS/KPIS BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances @kevdod @BeckonInc
  • 80. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 81. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the metrics/data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS 80% 20% Resource Allocation
  • 82. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 83. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 84. BECKON MARKETING DATA FRAMEWORK MARKETING ACTIVITIES OUTCOMES ONLINE OFFLINE BRAND BUSINESS DATASOURCS& CHANNELS DATAREPORTING CATEGORIES ACTIVITY METRICS (single-channel, Tactician level) AGGREGATED METIRCS (multi-channel, manager level) STRTEGIC METRICS (all-channel, CMO level) •  Total New Customers •  Total Sales + LTV •  NPS •  Net Sentiment •  Engagement/Impressions ratio •  Paid/Earned ratio •  Aided Awareness •  Share of voice •  ROMI •  ROMO •  Cost per new customer •  Cost per point of awareness •  Impressions by Campaign •  Engagement by Channel •  Sales by Region •  GRP’s by DMA •  E/I ratio by campaign •  P/E ratio by channel •  Engagement rate by agency •  Likes per post by channel •  Cost per impression by campaign •  Cost per engagement by channel •  ROMI per business unit •  Sales per sq. foot by region •  Visits •  Clicks •  Likes •  Sends •  Click through rate •  Conversion rate •  Open rate •  Cart abandonment rate •  Cost per click •  Cost per thousand •  Cost per point •  Cost per attendee VOLUME (COUNTS) EFFECTIVENSS (RATIOS) EFFICIENCY ($) ORGANIZATIONAL •  Business Unit •  Department •  Owner •  Agency CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID MARKETING •  Funnel •  P/O/E •  Channel •  Campaign BUSINESS •  Product •  Industry •  Region •  Competition OBJECTIVES EXECUTION •  Placement •  Creative •  Offer •  Test/control Display Email Website Ecommerce MobileApp SEO SEM Facebook Twitter Listening LinkedIn Video TV Radio Print OOH DirectMail PR Events Sponsorship Cinema In-store Retail CallCenter Brand Customer Competitive Sales Ecommerce CRM MARKETINGBUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY TOP-DOWN ANALYTICS Start with an objective, then find the data •  Dashboards •  Scorecards BOTTOM-UP ANALYTICS Start with data, then find the insights •  Ad-hoc •  Visual Discovery •  Correlations •  Variances METRICS/KPIS @kevdod @BeckonInc
  • 86. Objectives: A key marketing or business goal that you want to monitor and evaluate Remember to make them SMART: Specific Measureable Attainable Realistic Timely @kevdod @BeckonInc
  • 87. KPIs: key measurements that best answer the questions you must ask in order to drive your objectives. KPIs are often derived—they are aggregate counts or ratios of two or more underlying metrics. @kevdod @BeckonInc
  • 88. Metrics: the set of performance measures by which you’ll monitor and evaluate how well you’re meeting your objectives. Proper Scope: Activity, Aggregated, Strategic Proper Type: Volume, Effectiveness, Efficiency Do I have the data? •  Yes – ensure it has the proper Reporting Categorization •  No – how can I collect it? @kevdod @BeckonInc
  • 93. BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 1: Organize around Business and Brand Objectives Increase LTV 10% Among Males 11-17 Grow Sales in China by 5% Be an industry Thought Leader Increase Share of Wallet by 5% •  Take cues from the business and its objectives •  Doesn’t require a connection between the objectives •  Make sure they are all at the same “level” – strategic, tactical Different options for organizing a scorecard @kevdod @BeckonInc
  • 94. BECKON SCORECARD BUILDER OBJECTIVEKPI STRATEGY 2: Organize Around Key Initiatives or Campaigns FIFA World Cup Campaign New Product Launch Back to School Holiday 2014 •  Think of it as consolidated campaign reporting •  Allows the easy comparison of similar types of objectives •  Doesn’t require a connection between the objectives Different options for organizing a scorecard @kevdod @BeckonInc
  • 95. STRATEGY 3: Organize Around The Buyer’s Journey Different options for organizing a scorecard
  • 99. Good luck! But know that Beckon is always here to help. •  Built by marketers, for marketers •  Intuitive software + expert guidance •  We work with amazing brands in many segments, so we benefit from the wisdom of the [CMO] crowd And we will send you all… @kevdod @BeckonInc
  • 100. 1.  A copy of the slides from this webinar (plus a link for future viewing) @kevdod @BeckonInc
  • 101. BECKON MARKETING DATA FRAMEWORK OBJECTIVESMETRICS/KPIS DATAREPORTING CATEGORIES DATASOURCES &CHANNELS ONLINE OFFLINE MARKETING ACTIVITIES OUTCOMES BRAND BUSINESS BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY STRATEGIC METRICS (all-channel, CMO level) TOP-DOWN ANALYTICS Start with a goal, then find the data. • Scorecards • Dashboards BOTTOM-UP ANALYTICS Start with data, then find the insights. • Ad-hoc analysis • Auto correlation • Variances VOLUME (COUNTS) EFFECTIVENESS (RATIOS) EFFICIENCY ($) AGGREGATED METRICS (multi-channel, manager level) ACTIVITY METRICS (single-channel, tactician level) • Total new customers • Total sales • NPS • Net sentiment • Engagement/Impressions ratio • Paid/Earned ratio • Aided awareness • Share of voice • ROMI • ROMO • Cost per new customer • Cost per point of awareness • Impressions by campaign • Engagement by channel • Sales by region • GRPs by DMA • E/I ratio by campaign • P/E ratio by channel • Engagement rate by agency • Likes per post by channel • Cost per impression by campaign • Cost per engagement by channel • ROMI per business unit • Sales per square foot by region • Visits • Clicks • Likes • Sends • Click-through rate • Conversion rate • Open rate • Cart abandonment rate • Cost per click • Cost per thousand • Cost per point • Cost per attendee MARKETING • Funnel • P/O/E • Channel • Campaign BUSINESS • Product • Industry • Region • Competition ORGANIZATIONAL • Business unit • Department • Owner • Agency CUSTOMER • Segmentation • Type (new, old) • Demographics EXECUTION • Placement • Creative • Offer • Test/Control Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. D isplay Em ailW ebsite E-com m erce M obile A pp SEO SEMFacebook Tw itterListeningLinkedIn V ideo TV R adio Print O O H D irectM ail PR Events SponsorshipC inem aIn-Store R etail C allC enter B randC ustom er C om petitive Sales E-com m erce C R M 2. The Beckon Marketing Data Framework @kevdod @BeckonInc
  • 102. CHANNEL DATA SOURCE (APPLICATION, AGENCY, REPORT) OWNER PRIORITY UPLOAD FREQUENCY MARKETING ACTIVITIES - ONLINE Website Microsite Blog E-commerce Display Video Mobile Email Paid Search (SEM) SEO Social Platform Paid - Facebook Paid - Twitter Paid - LinkedIn Owned - Facebook Owned - Twitter Owned - Pinterest Owned - LinkedIn Owned - YouTube Owned - Instagram Earned - Social/Listening Other MARKETING ACTIVITIES - OFFLINE TV Radio Print Sponsorships OOH Direct Mail PR Events In-Store BECKON DATA SOURCE WORKSHEET 3. A Blank Data Source Worksheet @kevdod @BeckonInc
  • 103. 4. A Sample Marketing Performance Scorecard @kevdod @BeckonInc
  • 104. BECKON SCORECARD BUILDER OBJECTIVEKPIMETRICS DEFINITIONS: Objective: Key marketing or business objective to be monitored or evaluated. Can be organized into a linear process (e.g., Buyers Journey) or a theme (e.g., Annual Marketing Goals or Campaign Performance). Tip: State key marketing or business objectives in the form of a question. Key Performance Indicator (KPI): The one metric that best describes the performance of the objective in question. Metrics: The set of performance measures by which an objective is evaluated. Types include: • Top-level Metrics: Return on marketing objectives (ROMO) and return on marketing investment (marketing ROI) • Volume Metrics: Impression and engagement volume, total sales and other outcomes. • Effectiveness Metrics: Awareness, engagement, engagement rate, outcome, and conversion rate. • Efficiency Metrics: Cost per impression, cost per engagement and cost per outcome. Beckon Proprietary and Confidential. Contact sales@beckon.com for more information. 5. Build-Your-Own Performance Scorecard Worksheet @kevdod @BeckonInc
  • 105. Proprietary and Confidential 105 Kevin Dodson VP Data Strategy Beckon @kevdod @BeckonInc Tina Moffett Customer Intelligence Analyst Forrester Research @vmoffett @Forrester
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