Marketing Metrics-Outside Source
Definitive Guide to Marketing Metrics and Analytics
Contents
Why Should I Read the Definitive Guide to Marketing Metrics and Analytics? Part 1: Measurement Builds Respect and Accountability Why Now Is The Time For Marketing Metrics Part 2: Planning for Marketing ROI Step One: Establish Goals and ROI Estimates Up-Front Step Two: Design Programs to Be Measurable Step Three: Focus on the Decisions that Improve Marketing Part 3: A Framework for Measurement Where Metrics Go Wrong The Right Metrics Part 4: Revenue Analytics Define the Revenue Cycle Revenue Cycle Metrics That Matter Revenue Performance Management Metrics
3 4 7 9 11 15 16 17 19 21 23 24 29 33
Part 5: Program Measurement Why Measuring Marketing Programs is Difficult Method One: Single Attribution (First Touch / Last Touch) Method Two: Single Attribution with Revenue Cycle Projections Method Three: Attribute across Multiple Programs and People Method Four: Test and Control Groups Method Five: Full Market Mix Modeling Program specific metrics – what you should measure and track Conclusion: Program Measurement Applied Part 6: Marketing Forecasting Part 7: Dashboards Part 8: Implementation • People, Process, and Technology People and Culture Process Technology Conclusion Key Lessons to Improve your Performance, Profitability, and Credibility with Marketing Metrics and Analytics
37 38 40 41 44 46 48 49 50 51 55
59 60 62 64 65 66
© 2011 Marketo, Inc. All rights reserved.
2
Definitive Guide to Marketing Metrics and Analytics
Why Should I Read the Definitive Guide to Marketing Metrics and Analytics?
Do you know what profits a 10% increase in your marketing budget would generate? According to the Lenskold Group’s 2010 B2B Lead Generation Marketing ROI Study, the most common answer to this question is “I Don’t Know.” Forty-four percent (44%) of qualified marketers have no idea what a 10% budget increase could do for their companies. If you fit into this 44%, you will experience
Contents
Why Should I Read the Definitive Guide to Marketing Metrics and Analytics? Part 1: Measurement Builds Respect and Accountability Why Now Is The Time For Marketing Metrics Part 2: Planning for Marketing ROI Step One: Establish Goals and ROI Estimates Up-Front Step Two: Design Programs to Be Measurable Step Three: Focus on the Decisions that Improve Marketing Part 3: A Framework for Measurement Where Metrics Go Wrong The Right Metrics Part 4: Revenue Analytics Define the Revenue Cycle Revenue Cycle Metrics That Matter Revenue Performance Management Metrics
3 4 7 9 11 15 16 17 19 21 23 24 29 33
Part 5: Program Measurement Why Measuring Marketing Programs is Difficult Method One: Single Attribution (First Touch / Last Touch) Method Two: Single Attribution with Revenue Cycle Projections Method Three: Attribute across Multiple Programs and People Method Four: Test and Control Groups Method Five: Full Market Mix Modeling Program specific metrics – what you should measure and track Conclusion: Program Measurement Applied Part 6: Marketing Forecasting Part 7: Dashboards Part 8: Implementation • People, Process, and Technology People and Culture Process Technology Conclusion Key Lessons to Improve your Performance, Profitability, and Credibility with Marketing Metrics and Analytics
37 38 40 41 44 46 48 49 50 51 55
59 60 62 64 65 66
© 2011 Marketo, Inc. All rights reserved.
2
Definitive Guide to Marketing Metrics and Analytics
Why Should I Read the Definitive Guide to Marketing Metrics and Analytics?
Do you know what profits a 10% increase in your marketing budget would generate? According to the Lenskold Group’s 2010 B2B Lead Generation Marketing ROI Study, the most common answer to this question is “I Don’t Know.” Forty-four percent (44%) of qualified marketers have no idea what a 10% budget increase could do for their companies. If you fit into this 44%, you will experience