marketing measurement mastery webcast slides by beckon

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



•  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



•  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 FRAMEWORKOB

JECT

IVES

METR

ICS/

KPIS

DATA

REP

ORTI

NGCA

TEGO

RIES

DATA

SOU

RCES

& CH

ANNE

LS

ONLINE OFFLINE

MARKETING ACTIVITIES OUTCOMES

BRAND BUSINESS

BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY

STRATEGIC METRICS(all-channel,

CMO level)

TOP-DOWN ANALYTICSStart 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 [email protected] for more information.

Display

Email

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site

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SEOSEM

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Brand

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2. The Beckon Marketing Data Framework

@kevdod @BeckonInc

CHANNELDATA SOURCE(APPLICATION, AGENCY, REPORT) OWNER PRIORITY

UPLOADFREQUENCY

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

Retail

Catalog

Cinema

Trade/Co-Op

Call Center

Other

BUSINESS OUTCOMES

Sales

E-commerce

CRM

Other

BRAND OUTCOMES

Brand Research

Competitive

Customer

Other

BECKON DATA SOURCE WORKSHEET


3. A Blank Data Source Worksheet

@kevdod @BeckonInc

4. A Sample Marketing Performance Scorecard

@kevdod @BeckonInc

BECKON SCORECARD BUILDERO

BJE

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IVE

KP

IM

ET

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S

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.


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



Making Leaders Successful Every Day


© 2014 Forrester Research, Inc. Reproduction Prohibited 13

Agenda

› Marketing Measurement Trends › Marketing Measurement

Capabilities › Take Action



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



. . . 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



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




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:




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.



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


Agenda





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



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





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





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)





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





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)





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



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



Agenda





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


Thank you Tina Moffett @vmoffett


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



@kevdod @BeckonInc

Countless channel-specific tools hold channel-specific data

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While business and brand performance typically stand alone

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@kevdod @BeckonInc

While business and brand performance typically stand alone

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CPM CTR

views

pins

down-loads

friends

TRPs

clicks

MQLs bounce

likes

views

re-tweets

fans visits

SQLs Impre-ssions

GRP

GRPs

opens

@kevdod @BeckonInc

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down-loads

friends

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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


MARKETING SPEND + ACTIVITY BRAND

OUTCOMES BUSINESS

OUTCOMES

@kevdod @BeckonInc


REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET


OUTCOMES BUSINESS

OUTCOMES

@kevdod @BeckonInc


REAL-TIME DATA HUB CONSISTENT TAXONOMY, NORMALIZED DATA SET

MARKETING-SPECIFIC REPORTING AND ANALYTICS

DIAGNOSTICS, BENCHMARKS, DATA VIZ


OUTCOMES BUSINESS

OUTCOMES

@kevdod @BeckonInc

In other words, take this:

@kevdod @BeckonInc

@kevdod @BeckonInc

And turn it into this:

@kevdod @BeckonInc

@kevdod @BeckonInc

Marketing Data Framework (aka The Unified Theory of [Marketing Data] Relativity)

by Beckon

@kevdod @BeckonInc

BECKON MARKETING DATA FRAMEWORK


ONLINE OFFLINE BRAND BUSINESS

DA

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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

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EXECUTION •  Placement •  Creative •  Offer •  Test/control

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MARKETING BUSINESS 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

MET

RIC

S /

KPI

S

@kevdod @BeckonInc

BECKON MARKETING DATA FRAMEWORK O

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@kevdod @BeckonInc

BECKON MARKETING DATA FRAMEWORK O

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A key marketing or business goal that you want to monitor and evaluate

@kevdod @BeckonInc


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

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MARKETING BUSINESS CAMPAIGN CHANNEL BUYER’S JOURNEY

BECKON MARKETING DATA FRAMEWORK D

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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


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UPLOADFREQUENCY


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


Other


TV

Radio

Print

Sponsorships

OOH

Direct Mail

PR

Events

In-Store

Retail

Catalog

Cinema

Trade/Co-Op

Call Center

Other

BUSINESS OUTCOMES

Sales

E-commerce

CRM

Other

BRAND OUTCOMES

Brand Research

Competitive

Customer

Other



@kevdod @BeckonInc




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Categories of related metrics that are useful in supporting the analysis of your objectives

@kevdod @BeckonInc

Understanding Reporting Categories

Metric Reporting Categories

@kevdod @BeckonInc


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Categories of related metrics that are useful in supporting the analysis of your objectives

@kevdod @BeckonInc


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CUSTOMER •  Segmentation •  Type (new, old) •  Demographics •  ID




@kevdod @BeckonInc


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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


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Start with data, then find the

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@kevdod @BeckonInc




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@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

BECKON SCORECARD BUILDER

OB

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TIV

EK

PI

ME

TR

ICS





Types include:






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

OB

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TIV

EK

PI

ME

TR

ICS





Types include:






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


@kevdod @BeckonInc

STRATEGY 3: Organize Around The Buyer’s Journey


@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 FRAMEWORKOB

JECT

IVES

METR

ICS/

KPIS

DATA

REP

ORTI

NGCA

TEGO

RIES

DATA

SOU

RCES

& CH

ANNE

LS

ONLINE OFFLINE


BRAND BUSINESS

BUSINESS MARKETING CAMPAIGN CHANNEL BUYER’S JOURNEY

STRATEGIC METRICS(all-channel,

CMO level)

TOP-DOWN ANALYTICSStart 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


Display

Email

Web

site

E-com

mer

ce

Mobile

App

SEOSEM

Face

book

Twitt

er

List

enin

g

Link

edIn

Video TV

Radio

Print

OO

H

Direct

Mail

PR

Event

s

Sponsors

hip

Cinem

a

In-S

tore

Retail

Call C

ente

r

Brand

Custo

mer

Compet

itive

Sales

E-com

mer

ceCRM

2. The Beckon Marketing Data Framework

@kevdod @BeckonInc


UPLOADFREQUENCY


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


Other


TV

Radio

Print

Sponsorships

OOH

Direct Mail

PR

Events

In-Store

Retail

Catalog

Cinema

Trade/Co-Op

Call Center

Other

BUSINESS OUTCOMES

Sales

E-commerce

CRM

Other

BRAND OUTCOMES

Brand Research

Competitive

Customer

Other



3. A Blank Data Source Worksheet

@kevdod @BeckonInc

4. A Sample Marketing Performance Scorecard

@kevdod @BeckonInc

BECKON SCORECARD BUILDERO

BJE

CT

IVE

KP

IM

ET

RIC

S





Types include:






5. Build-Your-Own Performance Scorecard Worksheet

@kevdod @BeckonInc

Proprietary and Confidential 105





Proprietary and Confidential 106

Thank you

marketing measurement mastery webcast slides by beckon

Marketing

marketing scorecard

channel cost

channel sales

campaign cost

channel engagement rate

channel romi

new customer cost

point cost