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Jennifer Zeszut CEO and CMO Beckon [email protected] @jenniferland
@jenniferland @BeckonInc #marketing #scorecards
Finance Baby Marketing Baby
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
MARKETING DATA IS MESSY DATA
Meet Beckon.
@jenniferland @BeckonInc #marketing #scorecards
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
@jenniferland @BeckonInc #marketing #scorecards
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
• AUTOMATED DATA INGESTION AND TRANSFORMATION (ETL) • NORMALIZED KPI AND METRIC DEFINITIONS • CONSISTENT TAXONOMY AND TAGGING STRUCTURE
UNITED MARKETING PERFORMANCE DATA HUB
@jenniferland @BeckonInc #marketing #scorecards
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
@jenniferland @BeckonInc #marketing #scorecards
• AUTOMATED DATA INGESTION AND TRANSFORMATION (ETL) • NORMALIZED KPI AND METRIC DEFINITIONS • CONSISTENT TAXONOMY AND TAGGING STRUCTURE
UNITED MARKETING PERFORMANCE DATA HUB
Meet Beckon.
MARKETING SPEND,
ACTIVITY, ROI
BRAND OUTCOMES
BUSINESS OUTCOMES
OTHER DASHBOARDS, MIX MODELS,
ANALYSIS TOOLS, DATA WAREHOUSES
@jenniferland @BeckonInc #marketing #scorecards
• AUTOMATED DATA INGESTION AND TRANSFORMATION (ETL) • NORMALIZED KPI AND METRIC DEFINITIONS • CONSISTENT TAXONOMY AND TAGGING STRUCTURE
UNITED MARKETING PERFORMANCE DATA HUB
Democratize the data
@jenniferland @BeckonInc #marketing #scorecards
Continuously updated marketing dashboards
@jenniferland @BeckonInc #marketing #scorecards
@jenniferland @BeckonInc #marketing #scorecards
Continuously updated marketing
scorecards
DO YOU
KNOW WHAT’S
WORKING?
@jenniferland @BeckonInc #marketing #scorecards
DO YOU
KNOW WHAT’S
WORKING?
Helping brands understand and beautifully communicate the business impact of everything that marketing does
@jenniferland @BeckonInc #marketing #scorecards
Partner to savvy CMOs everywhere
@jenniferland @BeckonInc #marketing #scorecards
In this session… • Scorecards defined • History • Benefits • Scorecard design frameworks • Pro tips • Build your own…
23
23
Resources for you…
1. A copy of this presentation
@jenniferland @BeckonInc #marketing #scorecards
BECKON SCORECARD BUILDERO
BJE
CT
IVE
KP
IM
ET
RIC
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.
Beckon Proprietary and Confidential. Contact [email protected] for more information.
2. Build-Your-Own Performance Scorecard Worksheet
3. A Sample Marketing Performance Scorecard
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
Web
site
E-com
mer
ce
Mobile
App
SEOSEM
Face
book
Twitt
er
List
enin
g
Link
edIn
Video TV
Radio
OO
H
Direct
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
4. The Marketing KPI Framework
5. Marketing Scorecard Best Practices Whitepaper
Scorecard roots run deep…
@jenniferland @BeckonInc #marketing #scorecards
@jenniferland @BeckonInc #marketing #scorecards
1960s: The Balanced Scorecard
@jenniferland @BeckonInc #marketing #scorecards
1980-1990s: Six Sigma
@jenniferland @BeckonInc #marketing #scorecards
What is a marketing scorecard?
An information-dense way of reporting metrics
A nice visualization of data
Don’t let the pretty pictures fool you
A marketing scorecard
@jenniferland @BeckonInc #marketing #scorecards
A marketing scorecard 1. A data-driven marketing
performance measurement system that aligns marketing activities to business strategy and allows teams to monitor and improve their marketing over time.
@jenniferland @BeckonInc #marketing #scorecards
A marketing scorecard 1. A data-driven marketing
performance measurement system that aligns marketing activities to business strategy and allows teams to monitor and improve their marketing over time.
2. A powerful storytelling vehicle for marketing’s success
@jenniferland @BeckonInc #marketing #scorecards
Is a scorecard the same as a dashboard?
@jenniferland @BeckonInc #marketing #scorecards
DASHBOARDS • Events and trends as they happen
SCORECARDS • Progress towards objectives
Is a scorecard the same as a dashboard?
@jenniferland @BeckonInc #marketing #scorecards
DASHBOARDS • Events and trends as they happen
SCORECARDS • Progress towards objectives
• What’s happening
• How well you're doing
The hallmarks of a good marketing scorecard • Binds tactical metrics to a strategic framework. • Reports performance against pre-specified criteria. • Provides context to the data. • Are continuously updated. • Lets you drill down into the detail.
@jenniferland @BeckonInc #marketing #scorecards
1. Bind tactical metrics to a strategic framework.
@jenniferland @BeckonInc #marketing #scorecards
CTR
views
pins
down-loads
friends
TRPs
clicks
MQLs
likes
views
re-tweets
fans visits
SQLs Impre-ssions
GRPs
opens
1. Bind tactical metrics to a strategic framework.
@jenniferland @BeckonInc #marketing #scorecards
CTR
views
pins
down-loads
friends
TRPs
clicks
re-tweets
fans visits
SQLs Impre-ssions
1. Bind tactical metrics to a strategic framework.
INCREASE AWARENESS
@jenniferland @BeckonInc #marketing #scorecards
friends
clicks
re-tweets
fans visits
SQLs Impre-ssions
1. Bind tactical metrics to a strategic framework.
INCREASE AWARENESS
DRIVE SALES
@jenniferland @BeckonInc #marketing #scorecards
2. Report performance against pre-specified criteria.
@jenniferland @BeckonInc #marketing #scorecards
2. Report performance against pre-specified criteria.
@jenniferland @BeckonInc #marketing #scorecards
THE MARKETING PERFORMANCE CURSE:
SELECTING PERFORMANCE KPIS AFTER THE MARKETING EFFORT
2. Report performance against pre-specified criteria.
THE MARKETING PERFORMANCE CURSE:
SELECTING PERFORMANCE KPIS AFTER THE MARKETING EFFORT
@jenniferland @BeckonInc #marketing #scorecards
2. Report performance against pre-specified criteria.
Everyone should should know, upfront, the criteria by which they will be judged.
ü Consistent campaign scorecard
ü Consistent brand/product scorecard
ü Consistent market/country scorecard
@jenniferland @BeckonInc #marketing #scorecards
3. Provide context to the data.
@jenniferland @BeckonInc #marketing #scorecards
3. Provide context to the data.
10,000 followers!
@jenniferland @BeckonInc #marketing #scorecards
3. Provide context to the data.
10,000 followers!
SO WHAT? Is that good or bad?
@jenniferland @BeckonInc #marketing #scorecards
3. Provide context to the data.
55 @jenniferland @BeckonInc #marketing #scorecards
3. Provide context to the data.
Current period performance versus previous period performance
PLANNED VERSUS ACTUAL
TREND
INTERNAL BENCHMARKING
Performance versus a comparable effort with similar scope and objectives
How are we tracking to where we planned to be?
EXTERNAL BENCHMARKING Performance versus industry averages or norms
Performance versus the same period last year HISTORICAL TREND (YOY)
56 @jenniferland @BeckonInc #marketing #scorecards
4. Is continuously updated.
Process or
Automation
@jenniferland @BeckonInc #marketing #scorecards
5. Lets you drill down into the detail.
@jenniferland @BeckonInc #marketing #scorecards
The elements of a scorecard
@jenniferland @BeckonInc #marketing #scorecards
Objectives: A key marketing or business goal that you want to monitor and evaluate Remember to make them SMART: Specific Measureable Attainable Realistic Timely
@jenniferland @BeckonInc #marketing #scorecards
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.
@jenniferland @BeckonInc #marketing #scorecards
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?
@jenniferland @BeckonInc #marketing #scorecards
What KPIs and metrics matter?
@jenniferland @BeckonInc #marketing #scorecards
What’s the right scorecard for you?
BECKON SCORECARD BUILDER
OB
JEC
TIV
EK
PI
ME
TR
ICS
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 [email protected] for more information.
@jenniferland @BeckonInc #marketing #scorecards
Options for structuring your omnichannel marketing scorecard • By the buyer’s journey • By business objective • By key campaigns • By marketing objective • By marketing channel • All of the above
@jenniferland @BeckonInc #marketing #scorecards
By marketing channel
@jenniferland @BeckonInc #marketing #scorecards
By marketing channel
@jenniferland @BeckonInc #marketing #scorecards
@jenniferland @BeckonInc #marketing #scorecards
By buyer’s journey
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
Pro tip: Build one master scorecard and toggle scopes
@jenniferland @BeckonInc #marketing #scorecards
By business objective
@jenniferland @BeckonInc #marketing #scorecards
By marketing objective
@jenniferland @BeckonInc #marketing #scorecards
By key campaigns
@jenniferland @BeckonInc #marketing #scorecards
Where to start: deep or wide? B
rand
1
Bra
nd 2
Bra
nd 3
…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
Where to start: deep or wide? U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
Focused and deep U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
Wide but shallow U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
Do both if you can U
S
Can
ada
Fran
ce
Spai
n…
KPI KPI KPI KPI KPI KPI KPI …
@jenniferland @BeckonInc #marketing #scorecards
4 key takeaways
@jenniferland @BeckonInc #marketing #scorecards
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
@jenniferland @BeckonInc #marketing #scorecards
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
• Consider structuring yours around a buyer’s journey framework or other integrated set of objectives. (Avoid a channel-specific scorecard.)
@jenniferland @BeckonInc #marketing #scorecards
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
• Consider structuring yours around a buyer’s journey framework or other integrated set of objectives. (Avoid a channel-specific scorecard.)
• Make sure you have a plan for continuously updated data (by way of either automation or processes).
@jenniferland @BeckonInc #marketing #scorecards
4 key takeaways • A marketing scorecard is not a pretty picture; it is a data-
driven performance measurement system that enables team alignment and performance optimization.
• Consider structuring yours around a buyer’s journey framework or other integrated set of objectives. (Avoid a channel-specific scorecard.)
• Make sure you have a plan for continuously updated data (by way of either automation or processes).
• Be prepared for your scorecard to travel far and wide. Put your best foot forward.
@jenniferland @BeckonInc #marketing #scorecards
If you do this right…
@jenniferland @BeckonInc #marketing #scorecards
If you do this right…
@jenniferland @BeckonInc #marketing #scorecards
1. A copy of this presentation
@jenniferland @BeckonInc #marketing #scorecards
BECKON SCORECARD BUILDERO
BJE
CT
IVE
KP
IM
ET
RIC
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.
Beckon Proprietary and Confidential. Contact [email protected] for more information.
2. Build-Your-Own Performance Scorecard Worksheet
3. A Sample Marketing Performance Scorecard
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
Web
site
E-com
mer
ce
Mobile
App
SEOSEM
Face
book
Twitt
er
List
enin
g
Link
edIn
Video TV
Radio
OO
H
Direct
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
4. The Marketing KPI Framework
5. Marketing Scorecard Best Practices Whitepaper
Jennifer Zeszut CEO and CMO Beckon [email protected] @jenniferland
QUESTIONS?
@jenniferland @BeckonInc #marketing #scorecards
Thank You!
@jenniferland @BeckonInc #marketing #scorecards