This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here: http://flevy.com/browse/business-document/marketing-channel-ranking-tool-441 Marketing Channel Ranking Tool helps you determine which channels are the best fit for your product/service. This Excel spreadsheet allows you to rank marketing channels based on their brand promotion quality, lead quality and cost/event. Once you have ranked each channel, a bubble matrix chart is automatically generated to communicate the findings of your analysis.

1. Marketing Channel Ranking Tool
Instructions
1. In the "Selection Criteria" tab, customize weightings to match current business priorities. Be sure that your total weight equals no more or less than 100%.
2. In the "Channel Scoring" tab, rank each channel on a scale of 1-10 based on how well it meets the criteria.
3. In the "Channel Scoring" tab, indicate the cost per event for the various channel functions (internal costs, delivery costs and other (external) costs).
4. Evaluate channel scores in the "Rankings" tab to make resource allocation decisions.
5. Use the "Bubble Matrix" tab to communicate channel rankings and select the most appropriate channel.

2. The Marketing Channel Ranking Tool
Customize this tool by changing the weighting scale for each selection criterion. Feel free to modify the selection criteria as required.
Brand Promotion Quality
Lead Quality
Cost/Event
Selection Criteria
Alignment with
Image
Market
Visibility
Accountability
Internal
Champion
Purchase
Responsibility
Conversion
Potential
Weighting Scale
20%
20%
15%
15%
15%
Weight
15%
Ranking Criteria
Definitions
Alignment with Image
This channel is aligned to corporate goals & objectives with regard to method of presentation.
Market Visibility
This channel improves visibility in the marketplace.
Accountability
This channel makes it easy to obtain an accurate count of impressions, ROI, or distribution.
Internal Champion
This channel reaches the internal champion and/or target audience.
Purchase Responsibility
This channel reaches people with purchase responsibility.
Conversion Potential
There is a high likelihood and/or predictable conversion rate using the specified channel.
Production Time Cost
What is the cost of time required to put this in play? What is the cost of production?
Delivery Cost
What are the costs associated with putting media piece through this channel?
Other Costs
Are there any other costs (non-internal) that are required for this channel?
100%
Production
Time Cost
Delivery Cost
Other Costs

3. Channel Scoring
List the marketing channels that you would like to evauluate and rank them against the pre-selected criteria on a scale of 1-10 based on how strongly you agree/disagree.
Brand Promotion Quality
Channels
Weighting
Website
e-Newsletter
Blog
PPC Ads
Webcasts
Press Releases
Promotional Emails
Direct Emails
Other Channel #1
Other Channel #2
Other Channel #3
Other Channel #4
Other Channel #5
Other Channel #6
Other Channel #7
Alignment with
Image
Market
Visibility
Accountability
20%
20%
9
4
5
Lead Quality
Cost/Event
Total
Costs
Internal
Champion
Purchase
Responsibility
Conversion
Potential
15%
15%
15%
15%
8
3
4
8
8
3
7
8
2
8
9
3
9
7
4
$
7,000
$
1,000
$
500
$
8,500
$
750
$
500
$
100
$
1,350
$
1,500
$
500
$
500
$
2,500
5
5
8
3
7
4
7
4
6
3
7
3
5
6
5
4
4
5
4
4
7
6
5
3
$
1,000
$
1,000
$
5,000
$
7,000
$
2,000
$
1,000
$
250
$
3,250
$
150
$
100
$
250
$
500
$
1,000
$
500
$
100
$
1,600
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
0
0
0
0
0
0
0
0
0
0
0
0
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
Production
Time Cost
Delivery Cost
Other Costs

4. Rankings
Sort by selecting all Channels, Overall Channel Score, Brand Promotion Quality, Lead Quality and Cost/Event. Click "Data" and "Sort" to select your preferred order.
Channel
Overall Channel Score
Brand Promotion Quality
Lead Quality
Cost/Event
Website
8.2
4.6
3.6
$8,500
e-Newsletter
6.2
2.6
3.6
$1,350
Blog
3.6
2.3
1.4
$2,500
PPC Ads
5.7
3.3
2.4
$7,000
Webcasts
4.8
2.3
2.6
$3,250
Press Releases
6.2
4.1
2.1
$500
Promotional Emails
3.5
1.9
1.7
$1,600
Direct Emails
0.0
0.0
0.0
$0
Other Channel #1
0.0
0.0
0.0
$0
Other Channel #2
0.0
0.0
0.0
$0
Other Channel #3
0.0
0.0
0.0
$0
Other Channel #4
0.0
0.0
0.0
$0
Other Channel #5
0.0
0.0
0.0
$0
Other Channel #6
0.0
0.0
0.0
$0
Other Channel #7
0.0
0.0
0.0
$0

5. Lead Generation Quality
High
Low
Wide Reach
e-Newsletter
Website
Top Priority
Webcasts
PPC Ads
Bubble Size = Cost/Event
Press Releases
Promotional Emails
Blog
Specialized Reach
Least Effective
Low
High
Brand Promotion Quality