Marketing Reporting for Success Webinar

Presented By:

MARKETING SUCCESS WEBINAR SERIES

REPORTINGFOR SUCCESS

Join the Conversation

#MSWS16

Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing

while applying their insight and strategic guidance.

PODCAST

STEVE ROBINSONFounder/CEO, Brilliant Metrics

1.Why Report

2.What to Reporta. ROI

b. Assets

c. Insights

3.Summing It Up

TODAY

IT’S A MATTER OF RESPECT

REPORTING CAN MAKE OR BREAK A PROMOTION

IT’S ALL ABOUT THE BENJAMINS

HOW DO I STRUCTURE MY REPORTING?

GROUP YOUR REPORTING BY PROGRAM FOR MAXIMUM INSIGHT

A PROGRAM IS THE INTERSECTION OF AN AUDIENCE AND AN OBJECTIVE

New Business Cross-Sell Referral

Consultants

Program

Insurance

Program Program Program

Healthcare

Program Program Program

MARKETING SHOULD BE A REVENUE CENTER

INVESTMENT & RETURNS

$$ $$$$$$$$

Investment (Projected)

Revenue

<

MARKETING’S RAW MATERIALS ARE MEDIA, SHORT-TERM CREATIVE & LABOR

KPIs Projected Revenue

What Leading indicators of future performance

Actual estimates of future performance

WhyTrajectory of KPIs indicate

the trajectory of overall performance

The business does not care about MQLs, brand

awareness, etc. The business cares about

money

ExamplesMQLs, SQLs, Brand

Awareness, Leads, Phone Calls, Demos/Trials

HOW TO PROJECT REVENUE

KPI X Magic

Number = Projected

Revenue

HOW TO PROJECT REVENUE

200

Leads

X $3,450

Close Rate X

Avg. Lifetime

Value

= $690,000

CalculateROI

TO CALCULATE PROJECTED REVENUE, LOOK AT 3-12 MONTHS OF PAST PERFORMANCE

HOW TO CALCULATE ROI

X =ROI100

Attributable

Revenue

Marketing

Investment

Marketing

Investment-

GRAPH KEY METRICS OVER TIME TO DEMONSTRATE DIRECTION & MOMENTUM

MARKETING ASSETS IMPROVE ROI IN FUTURE MARKETING EFFRORTS

KEY MARKETING ASSETS

Brand Content Data

MARKET RESEARCH FIRMS CANMEASURE UNAIDED AWARENESS

ADWORDS BRAND INTEREST HACK

= Total Brand

SearchesImpression

Share

Search

Impressions

VIEW YOUR CONTENT AS A REVENUE-PRODUCING ASSET

TO BE AN ASSET YOUR CONTENT MUST BE EVERGREEN

CONTENT MUST ALSO BE HIGH QUALITY

• Tightly targeted

• Generate new visitors

• Enhance the Brand

• Drive Action

Content Quantity Content Quality

Number of content pieces

• Minutes of Engagement

• New Visitors• Leads or Sales

MAY THE BEST DATA WIN

ADDRESSABLE AUDIENCE PERMISSION CONTACT

INFO= +

YOUR OPT-IN LIST IS YOUR MOST

VALUABLE MARKETING

ASSET

FIRST-PARTY DATA IS TARGETING DATA FROM OBSERVING YOUR VISITORS

FIRST-PARTY DATA

Social DMPDSP

MARKETING & SALES PERSONAS

ANDREA Marketing Director

Floors Unlimited

“Keeping up is not enough - I need to be ahead of the curve.”

BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today

PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so

FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the “why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings

WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications

SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional

OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows

A DAY IN THE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality” leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives

MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy

KEY BRAND AFFINITIES • Direction • Collaboration

COMPANY PROFILENational floor covering distributor selling carpet, hardwood, ceramic and more

INSIGHTS GIVE THE ORGANIZATION A CLEARER PICTURE OF THE MARKET

STEVE ROBINSONFounder/CEO, Brilliant Metrics

@SteveRobinson

Steve.Robinson@BrilliantMetrics.com

Questions? Let’s Connect

Read More of Steve’s Work

BrilliantMetrics.com

IterativeMarketing.net