Building Integrated Marketing Reports and Dashboards

Building Integrated Marketing Reports and Dashboards Stuart Robertson, ShareBuilder Chris Denlinger, Time Warner Cable Jenny Dixon, salesforce.com Track: Marketing Executives

Safe Harbor Statement ,[object Object],[object Object],[object Object],[object Object]

Stuart Robertson Senior Director, Marketing [email_address]

Introduction to ShareBuilder ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INDUSTRY: Financial Services EMPLOYEES: 165 / 15 in 401(k) GEOGRAPHY: United States PRODUCT(S) USED: Enterprise, 3 AppExchange applications # USERS: 11

Easy, Affordable, On-Demand 401(k)s for Small Biz

Prospect to Customer -- Our Funnel for Success ,[object Object],Interest Nurture Purchase Install Fund Promote ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DEPLOYMENT DETAILS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Performance Indicators Dashboard ,[object Object],TIPS ,[object Object],[object Object],[object Object],[object Object],[object Object]

Lead Dashboard ,[object Object],[object Object],[object Object],TIPS ,[object Object]

Lead Dashboard – A Level Deeper ,[object Object],TIPS ,[object Object],[object Object],[object Object]

Demand Campaign Dashboard ,[object Object],[object Object],TIPS ,[object Object],[object Object],[object Object]

Nurture Email Dashboard TIPS ,[object Object],[object Object],[object Object],[object Object],[object Object]

Making it Easy for Your Sales Team ,[object Object],[object Object],TIPS ,[object Object],[object Object],[object Object]

Making it Easy for Your Sales Team ,[object Object],[object Object],[object Object],TIPS ,[object Object],[object Object],[object Object],[object Object],[object Object]

Customer Success Dashboard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Impact & Lessons-Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Chris Denlinger Senior Business Manager [email_address]

Introduction to Time Warner Cable Business Class ,[object Object],[object Object],[object Object],[object Object],INDUSTRY: Telecom EMPLOYEES: 4,500 GEOGRAPHY: US PRODUCT(S) USED: SFA, Service & Support, DB Amp, Clicktools Surveys, # USERS: 93 locally

Marketing at Time Warner Cable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DEPLOYMENT DETAILS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Example Dashboard- Campaign Effectiveness

Example Dashboard- Competitive Overview

Example Report- Lead Status Details

Impact & Lessons-Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Jenny Dixon Senior Manager, Integrated Marketing [email_address]

Familiar Questions for Marketers ,[object Object],“ How many leads did the online ad generate?” “ What was the conversion rate on the email drop?” “ How did this year’s programs impact the business ?” “ Which tactics performed best?” “ Should we run that campaign again next year ?” “ Did our campaign improve sales win rates ? Deal size ?” “ What is our cost per lead ?”

The End Result… Now How Do We Get There? Business Impact Goal Tracking Top Tactics Key Metrics

Step 1: Articulate Your Question ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consider refining your questions by… Tactic Cost per Lead per Tactic Region # Open Leads in the East Date # Leads Created by Month

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 1a: Are You Capturing the Right Data? ,[object Object]

Step 2: Leverage Pre-Built Reports Metric If You Use Campaigns Not Using Campaigns Count of Leads Campaign ROI report Lead Report Count of Qualified Leads Campaign Opportunity report Lead Lifetime Report (count of opportunities) $ Pipeline Created Campaign Opportunity report Lead Lifetime Report $ or Deal Won Business Campaign Opportunity report Lead Lifetime Report Average transaction size Campaign Opportunity report Lead Lifetime Report

Step 3: Create Custom Reports - Tips ,[object Object],1. Create Custom Summary Formula on Campaign Detail Report 2. Use formula: Total Num Opportunities/Total Responses 3. Run report

Step 4: Plan Your Dashboard - EXAMPLE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How is the campaign performing? What is the ROI / business generated? What is the impact on our business 1 2 3 1 2 3

Step 5: Embed Reports in Dashboard - Tips ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 5a: Optimize Component Options GAUGE Compare performance vs. target METRIC Small size is useful for side-by-side comparisons TABLE See the exact numbers in a series or the names of the “top records” CHART Best for visualizing trends and segmentation , but often lose detail on exact numbers

Introducing Mashboards Insert any application component into a dashboard On-Demand Spreadsheets Web Analytics Any Analytic Component

Stuart Robertson Senior Director, Marketing Chris Denlinger Marketing Manager Jenny Dixon Senior Manager, Integrated Marketing QUESTION & ANSWER SESSION

Session Feedback Let us know how we’re doing! ,[object Object],[object Object],[object Object],[object Object],[object Object],Save time! Use your cell phone or mobile device to send Feedback via SMS/Text Messaging! Send a message to 26335 In the message body: Session 197, #### For example, “ Session 123, 5555 ” Session ID: 197 Session ID # Scores for 4 categories SMS Voting powered by:

Building Integrated Marketing Reports and Dashboards

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (7)

Semelhante a Building Integrated Marketing Reports and Dashboards

Semelhante a Building Integrated Marketing Reports and Dashboards (20)

Mais de dreamforce2006

Mais de dreamforce2006 (20)

Último

Último (20)

Building Integrated Marketing Reports and Dashboards