6 marketing metrics your cfo will actually care about
TRANSCRIPT
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1. Determine your source(s) of truth
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4 week cross-functional data hygiene project
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The benefits
Clean data and process improvement
Cross-functional alignment on what’s available and current limitations
Everyone working together and speaking the same language
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2. Align with Finance
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Quick Survey How many people develop their marketing KPIs
with their finance team?
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CPM Clicks Views Leads
Downloads Conversions CPA/CPL/CPI
Revenue Margin CAC
Churn
ARPU LTV
MARKETING METRICS FINANCE METRICS
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A few words on attribution.
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! Media touch points
! Sales and marketing touch points
Two domains of attribution
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Sales Marketing
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In Database?
Active Contact?
In Negotiation?
Closed Won?
75%
LTV Lift/Churn Analysis
NO
YES
YES
YES
NO
NO
NO YES
45%
25%
10%
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Media buying
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8% of the internet audience is responsible for 85% of the clicks. —Comscore “Natural Born Clickers” Study
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92%
8%
Marketing Credit
No Marketing Credit
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3. Build the Historical Model
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Marketing Investment
Attributed Conversions
Marketing Attributed Revenue
Marketing ROI
Attribution model
Multiply by LTV or ARPU
Divide by marketing investment
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High five!
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4. Inverse the Model
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Marketing kung fu!
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Desired New Revenue
Needed Conversions
Baseline Marketing Budget
Minimum Marketing Budget
Divide by LTV or ARPU
Multiply by historical CPA
Improved efficiency/close rates/LTV
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5. Broadcast and Track
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