marketinganalytics 7.9.6 product guide

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Marketing Analytics 7.9.6 Product Guide




BI Apps are more than

Dashboards and Reports!

• Do not base your decisions and judgments on

capabilities of the BI Applications just on this contentalone

• The following slides provide a sample of the out of thebox BI Applications content – the BI Applications offer

much more• The rich subject areas of the BI Applications enable

our customers to build thousands of additional reports

and dashboards very quickly with little incrementaleffort




DASHBOARDS&REPORTS

• Prebuilt bestpractice library

• “One size does

NOT fit all”

SUBJECT AREAS

• Many metrics and dimensionalattributes not surfaced by prebuilt

dashboards and reports• Possibilities are endless

• Incremental work to build morecontent from this foundation

More than just dashboards and reports

Much more lies under the surface





Answers unlocks limitless combinations

• Oracle Answers togetherwith prebuilt Subject Areas

= unlimited analyticalpossibilities

• Almost limitlesscombinations of analysisentities aligned with

business objectives• Many metrics and

dimensional attributes notsurfaced by prebuilt

dashboards and reports butin Subject Areas – simplifiedviews provided according tousability best practices





One Subject Area, Unlimited Possibilities • Marketing – CRM Campaigns Subject Area

• Same Subject Area, Different Analyses

Report showing Campaign Effectiveness, response to lead to order

How do different customer segments respond to a new product offer ?




Derived calculation in Oracle Answers

One Subject Area, Unlimited Possibilities

Derived calculations can becreated in Oracle Answers with

simple expression builder

99 standard ANSISQL functions can

be leveraged




Even more metric value under the surface

Measures from physicalcolumns in datawarehouse

Aggregations, time series calculations and derivedcalculated measures extend physical measures

Subset of logical measures areexposed in presentation layer

Not all measures inpresentation layerused in reports &dashboards

Metrics in LogicalLayer

Metrics in PhysicalWarehouse

Metrics in SubjectAreas

Metrics used inReports &

Dashboards




Typical Effort & Customization balance

Extension of DW Schema for

extension columns, additionaltables, external sources,aggregates, indices, etc.

Extension of ETL forextension columns,descriptive flexfields,additional tables, externalsources, etc.

Additional derived metrics,custom drill paths, exposingextensions in physical, logical andpresentation layer, etc.

Additional dashboards andreports, guided and conditionalnavigations, iBots, etc.

Level ofEffort

Degree ofCustomization

Easy

Moderate

Intermediate

Involved

Dashboards & Reports

OBIEE Metadata

DW Schema

ETL




What’s in Marketing Analytics 7.9.6

• Marketing Planning• Marketing Executive• Marketing Finance

• Marketing Director• Sales Alignment

• Performance• Campaign Performance• Campaign Tracking

• Segments• Offers• Programs• Responses• Opportunities

• Orders

• No. of dashboards 6• No. of dashboard pages 31

• No. of reports 148• No. of metrics 544

• Customer Insight (B2C)• Value• Loyalty• Products• Interaction• Trends• Profile

• Events• Events Summary• Expenses• Results

• Customer Insight (B2B)• Value• Loyalty• Products• Interaction• Trends• Profile

• Leads• Overview• Lead Generation• Lead Status

• Lead Conversion




Roles Benefiting from Marketing

Analytics

Secondary:

• Senior

Management

Primary:

• MarketingManagers

• Call CenterOperations

• SalesOperations

Performance

Secondary:

• VP Marketing

• VP SalesOperations

Primary:


• SalesOperations

Leads

Secondary:

• Marketing

Managers

Secondary:

• Marketing

Managers

Secondary:

• VP Marketing

• VP CustomerService

Secondary:

• VP Marketing

• VP SalesOperations

Primary:

• VP Finance• VP Marketing

• Marketing Analyst

Primary:

• MarketingEventManagers

Primary:



• Call CenterOperations

Primary:



• Sales Operations

MarketingPlanning

EventsCustomerInsight (B2C)

CustomerInsight (B2B)




Marketing Planning Dashboard

The Marketing Planning Dashboard provides a comprehensive and actionable insight into the marketingplanning activities of an organization. It provides critical intelligence for marketing executives, directors aswell as marketing finance and sales alignment.

Marketing Executive Marketing DirectorMarketing Finance Sales Alignment

This dashboard page providesmarketing performance insight such asexecutive scorecard report, marketingactivities status report as well asfinancial information on marketingtactics.

This dashboard page providesmarketing expenses insight such

as expense analysis by time,forecast & actual expenses bytime, expense analysis byexpense type and status ofmarketing funds allocated andspent.

This dashboard page providesinsight such as summary ofcurrent tactics, as well as currentyear/quarter marketing expenses.

This dashboard page providesinsight into sales effectiveness of

marketing funds, sales leadacceptance status, competitorpipeline overview, competitiverevenue opportunity analysis.




Performance Dashboard

The Performance Dashboard provides a comprehensive and actionable insight into the marketingcampaign performance of an organization. It provides critical intelligence regarding campaignperformance, tracking, customer segments, marketing offers, programs and responses along withopportunities and orders. This intelligence can be useful in managing marketing performance.

Campaign Performance Segments ProgramsCampaign Tracking Offers Responses Opportunities

This dashboard pageprovides comprehensive

insight into campaignperformance likecampaign scorecardreport, customer segmentoverview as well ascampaign trends.

This dashboard page providescampaign tracking insight likecampaign pipeline, executionstatus, response status, leadquality, under/over performingagents.

This dashboard pageprovides customer

segments insightsuch as penetrationeffectiveness,campaign metrics aswell as performancesplit by offers.

This dashboard pagehighlights cumulativerevenue trend by offeras well as cross sellanalysis for given offer.

This dashboardpage provides

insight suchmarketing programsummary,performance trend,response channelanalysis.

This dashboard pageprovides insight intodemographics profile ofresponders and non-responders of marketingcampaign.

This dashboardpage highlights

opportunity metricsby program,opportunity revenueby sales stage aswell as opportunityrevenue by product.

Orders

This dashboard pageprovides insight intoprogram order metrics,monthly trend of productorders and # of ordersby product lines.




Customer Insight (B2B) Dashboard

The Customer Insight (B2B) Dashboard provides a comprehensive and actionable customer insight. Itprovides critical intelligence such as customer accounts, accounts revenue, market basket analysis,promotion frequency analysis, account attrition as well as account attributes. This intelligence can beuseful in managing customers in business to business context.

Value Products TrendsLoyalty Interaction Profile


account insight such asaccount revenue andgrowth, account status,type and industry.

This dashboard pageprovides customer accountinsight such as accountrevenue and growth,account status, type andindustry.


products insight suchas next productpurchased, productpropensity as well asmarket basketanalysis.

This dashboard page highlightsaccount specific insight such as overand under promoted accounts,promotion frequency analysis andcampaigns that overlap othercampaigns.

This dashboard pageprovides insight into

trend such as # newaccounts, accountattrition and accountsresponses andorders.

This dashboard pagehighlights accountattributes.




Customer Insight (B2C) Dashboard

The Customer Insight (B2C) Dashboard provides a comprehensive and actionable consumer insight. Itprovides critical intelligence such as customer demographics, market basket analysis, promotionfrequency analysis, contact attrition as well as contact attributes. This intelligence can be useful inmanaging customers in business to consumer context.

Value Products TrendsLoyalty Interaction Profile

This dashboard pageprovides consumer

demographic insight suchas income range,geography, age range,gender, martial statusand education.

This dashboard pageprovides consumerdemographic insight such asincome range, geography,age range, gender, martialstatus and education.


products insight suchas next productpurchased, productpropensity as well asmarket basketanalysis.

This dashboard page highlightsconsumer specific insight such ascustomers in overlapping campaigns,over and under promoted customers,customer count by weeks betweenpromotions.

This dashboard pageprovides insight into

trend such as # newcontacts, contactprofile over time,contact attrition andnumber of customerinteractions.

This dashboardpage highlightscontact attributes.




Events Dashboard

The Events Dashboard provides a comprehensive and actionable insight into the marketing eventsperformance of an organization. It provides critical intelligence regarding events effectiveness in terms ofits sales revenue generation, event scorecard as well as expenses related to events. This intelligence canbe useful in managing marketing events performance.

Events Summary ResultsExpenses

This dashboard pageprovides comprehensive

insight into marketingevents such as events byregion, by events type aswell as events timelinewith top events ranking.

This dashboard page providesmarketing expenses insightsuch as expenses by event typeand expenses category alongwith budget history and forecastvs. actual expenses.

This dashboard page providesinsight into marketing events

results such as eventscorecard, events leadgeneration, opportunityrevenue from events as wellas partner revenue frommarketing events.




Leads Dashboard

The Leads Dashboard provides a comprehensive and actionable insight into marketing lead generation,different stages in the lead life cycle and lead conversion. It provides critical intelligence for marketingmanagers and sales force to efficiently move the leads through different stages and to maximize the ROI.

Overview Lead StatusLead Generation Lead Conversion

This dashboard page provides insightinto the overall lead management. Itshows main KPI s, YoY trend ofimportant metrics and measures theeffectiveness of Lead to Order processcycle

This dashboard page analyzesthe effectiveness of different

lead sources, current customervs. prospects, and analysis onhow different customersegments are showing interestsin a marketing activity.

This dashboard page provides insightinto the progress in converting the lead toopportunity within the sales organizationand across partners, analyzes why thesales force is rejecting and retiring theleads

This dashboard page providesinsight into the lead conversion

process. It also analyzes theorder revenue generated fromthe leads




Marketing PlanningMarketing Executive• Financial information on

Marketing Tactics

• Executive ScorecardReport

Marketing Finance• Expense analysis by

time• Forecast & actual

expenses by time.

Marketing Director• current year/quartermarketing expenses

Sales Alignment• competitor pipeline

overview

EventsEvents Summary• Events by region• Events by events type

• Top events rankingExpenses• Expenses by event type• Expenses by category• Expense budget history• Forecast vs. actual

expenses

Results• Event scorecard• Events lead generation• Opportunity revenue• Partner revenue

Example Marketing Analytics Metrics

Sample Pre-Built Dashboards

Marketing Executive• Marketing Finance• Sales Alignment• Expenses

• Marketing Executive

Marketing Analytics User• Interaction• Responses• Campaign Performance

• Event Summary

PerformanceCampaign Performance• Campaign Scorecard

Report

• Campaign Trends.Campaign Tracking• Campaign PipelineOffers• Cross Sell Analysis• Cumulative Revenue

Trend

Responses• Demographics profile ofresponders

Opportunities

• Opportunity revenue byproduct

Oracle Marketing Analytics

Customer Insight (B2B)Loyalty• Account revenue• Revenue Growth

• Account StatusProducts

• Next ProductPurchased

• Market Basket AnalysisInteraction• Over / Under Promoted

CustomersTrends• # of New Accounts• Account AttritionProfile• Account Attributes





Marketing Planning Reports




• Purpose:

• Shows executive scorecard report.

• Shows metrics, forecasted and actualmarketing metrics values as well asvariance, providing useful insight in the

process of managing marketing spend.

• User Focus:


• Location:

• Dashboard – Marketing Planning

• Page – Marketing Executive

• Source:

• Marketing –CRM Planning subject area

Executive Scorecard Report




• Purpose:

• Shows marketing activities status report.

• Shows forecast, actual, committed andinvoiced amount by product category,providing useful insight in the process of

managing marketing spend.• User Focus:

• Marketing Executive, Marketing Analytics User

• Location:


• Page – Marketing Executive

• Source:• Marketing - CRM Planning subject area

Marketing Activities Status Report




• Purpose:

• Shows financial information on marketing tactics.

• Shows marketing plan budget assignedas well as marketing cost (actual),providing useful insight in the process of

evaluating financial performance ofmarketing tactics.

• User Focus:


• Location:


• Page – Marketing Executive• Source:

• Marketing – CRM Planning subject area

Financial Information on Tactics




• Purpose:

• Shows marketing expense analysis by time.

• Shows actual and cumulative expensestrend over time, providing useful insight inthe process of managing marketing

expenses.• User Focus:


• Location:


• Page – Marketing Finance

• Source:• Marketing – CRM Planning subject area

Expense Analysis by Time




• Purpose:

• Shows forecast and actual expenses by time.

• Shows actual and forecast ed marketingcost over time, providing useful insight inthe process of managing marketing cost.

• User Focus:• Marketing Executive, Marketing Analytics User

• Location:



• Source:


Forecast and Actual Expenses by Time




• Purpose:

• Shows expense analysis by expense type.

• Shows actual expenses by week for eachmarketing cost purpose, providing usefulinsight in the process of managing

marketing cost.• User Focus:


• Location:



• Source:• Marketing – CRM Planning subject area

Expense Analysis by Expense Type

St t f M k ti f d ll t d d




• Purpose:

• Shows status of marketing funds allocated andspent.

• Shows total invoiced amount for eachmarketing region, providing useful insight

in the process of managing marketingcost.

• User Focus:


• Location:


• Page – Marketing Finance• Source:


Status of Marketing funds allocated andspent




• Purpose:

• Shows summary of current marketing tactics.

• Shows predicted goals and goalachievement across each marketingprogram name, providing useful insight in

the process of evaluating performance ofeach marketing program.

• User Focus:


• Location:


• Page – Marketing Director• Source:


Summary of Current Tactics




• Purpose:

• Shows current year marketing expenses.

• Shows current year marketing expenseslike advertising, Creative, direct mail, listpurchase, promotion, expenses etc,

providing useful insight in the process ofevaluating marketing expenses.

• User Focus:


• Location:




Current Year Marketing Expenses




• Purpose:

• Shows current quarter marketing expenses.

• Shows current year marketing expenseslike branding, list purchases, research,displays etc, providing useful insight in the

process of evaluating marketingexpenses.

• User Focus:


• Location:




Current Quarter Marketing Expenses




• Purpose:

• Shows sales effectiveness of marketing funding.

• Shows budget assigned, actual expenses,opportunity revenue and actual revenueby marketing region, plan period and plan,

providing useful insight in the process ofevaluating effectiveness of marketingfunds in generating sales revenue.

• User Focus:


• Location:


• Page – Sales Alignment

• Source:


Sales Effectiveness of Marketing Funding




• Purpose:

• Shows sales lead acceptance status.

• Shows sales lead status like accepted,lost, pending, rejected and won as well ascorresponding # of accounts with that

lead, providing useful insight in theprocess of marketing leads analysis.

• User Focus:


• Location:


• Page – Sales Alignment• Source:

• Marketing – CRM Campaigns subject area

Sales Lead Acceptance Status




• Purpose:

• Shows pipeline overview by top 5 competitors.

• Shows competitive opportunity revenue,closed revenue, # of wins, lost revenueand # of losses for each primary

competitor, providing useful insight in theprocess of competitive marketinganalysis.

• User Focus:


• Location:


• Page – Sales Alignment

• Source:

• Marketing – CRM Customers subject area

Pipeline Overview by Top 5 Competitors

Competitive Opportunity Revenue by Top




• Purpose:

• Shows competitive opportunity revenue by topcompetitors.

• Shows competitive opportunity revenueby top competitors, providing usefulinsight in the process of competitive

marketing analysis.

• User Focus:

• Marketing Executive, Marketing Analytics user

• Location:


• Page – Sales Alignment• Source:


Competitive Opportunity Revenue by TopCompetitors




• Purpose:

• Shows top 10 campaigns by ROI.

• Shows predicted ROI and current ROI foreach campaign name, providing usefulinsight in the process of analyzing

marketing campaign returns.• User Focus:


• Location:

• /shared/Marketing/Executive/Top 10 Campaigns

by ROI

• Source:• Marketing – CRM Campaigns subject area

Top 10 Campaigns by ROI




• Purpose:

• Shows overall pipeline.

• Shows # of opportunities and opportunityrevenue for each month, providing usefulinsight in the process of analyzing overall

opportunity pipeline.

• User Focus:


• Location:

• /shared/Marketing/Executive/Overall Pipeline

• Source:


Overall Pipeline




• Purpose:

• Shows marketing contribution to overall pipeline.

• Shows # of leads and opportunity revenuefor each month, providing useful insight inthe process of analyzing marketing

contribution to overall pipeline.

• User Focus:


• Location:

• /shared/Marketing/Executive/MarketingContribution to Overall Pipeline

• Source:


Marketing Contribution to Overall Pipeline

S di b C i T




• Purpose:

• Shows spending by campaign type.

• Shows campaign budget requested,budget assigned and marketing cost(actual) for each campaign type, providing

useful insight in the process of analyzing

spending by marketing campaign type.

• User Focus:


• Location:

• /shared/Marketing/Executive/Spending byCampaign Type

• Source:


Spending by Campaign Type

Marketing Cost Distribution by Customer




• Purpose:

• Shows marketing cost distribution by customerprofile.

• Shows marketing cost distribution byeither marital status, age range or gender,providing useful insight in the process of

analyzing marketing cost distribution.

• User Focus:


• Location:

• /shared/Marketing/Executive/Marketing CostDistribution by Customer Profile

• Source:

• Marketing – CRM Consumers subject area

Marketing Cost Distribution by CustomerProfile

T t l M k ti S d R i




• Purpose:

• Shows marketing cost distribution by customerprofile.

• Shows marketing cost distribution byeither marital status, age range or gender,providing useful insight in the process of

analyzing marketing cost distribution.

• User Focus:


• Location:

• /shared/Marketing/Executive/Total MarketingSpend per Region

• Source:


Total Marketing Spend per Region

Marketing Spend and Customer




• Purpose:

• Shows marketing spend and customer contributionby customer value.

• Shows total order revenue by contactfrequency category, contact recencycategory and contact monetary category

for each customer, providing useful

insight in the process of analyzingmarketing spend and customercontribution.

• User Focus:


• Location:

• /shared/Marketing/Executive/Marketing Spend andCustomer Contribution by Customer Value

• Source:


g pContribution by Customer Value

Top 10 Product Lines




• Purpose:

• Shows top 10 product lines.

• Shows cumulative revenue earned andcumulative units sold for each product lineover time, providing useful insight in the

process of analyzing top 10 product lines

in terms of revenue and units sold.

• User Focus:


• Location:

• /shared/Marketing/Executive/Top 10 Product Lines

• Source:• Marketing – CRM Consumer subject area.

Top 10 Product Lines





• Purpose:

• Shows pipeline overview by top 5 competitors.

• Shows competitive opportunity revenue, closed revenue, # of wins, lost revenue and # of lossesfor each primary competitor, providing useful insight in the process of analyzing competitivelandscape.

• User Focus:• Marketing Executive, Marketing Analytics user

• Location:

• /shared/Marketing/Executive/Pipeline Overview by Top 5 Competitors

• Source:

• Marketing – CRM Customers subject area.


Bottom 10 Programs




• Purpose:

• Shows bottom 10 programs.

• Shows total order revenue for eachmarketing program, providing usefulinsight in the process of evaluating

marketing program performance.

• User Focus:


• Location:

• /shared/Marketing/Executive/Bottom 10 Programs

• Source:

• Marketing – CRM Campaigns subject area.

Bottom 10 Programs

Competitive Opportunity Revenue by Top




• Purpose:

• Shows competitive opportunity revenue by topcompetitors.

• Shows opportunity revenue by topcompetitors, providing useful insight in theprocess of analyzing competitive

landscape.

• User Focus:


• Location:

• /shared/Marketing/Executive/Competitive

Opportunity Revenue by Top Competitors

• Source:

• Marketing – CRM Customers subject area.

Competitors





Performance Reports

Campaign Scorecard Report




• Purpose:

• Shows campaign scorecard report.

• Shows forecasted, achieved and variancevalue for each metrics like customerscontacted, response rate, # of leads,

expenses, revenue and ROI for each

marketing campaign, providing usefulinsight in the process of analyzingcampaign performance.

• User Focus:


• Location:

• Dashboard – Performance

• Page – Campaign Performance

• Source:

• Marketing – CRM Planning subject area.

Campaign Scorecard Report

Campaign Execution Metrics




• Purpose:

• Shows campaign scorecard report.

• Shows forecasted, achieved and variancevalue for each metrics like customerscontacted, response rate, # of leads,

expenses, revenue and ROI for each

marketing campaign, providing usefulinsight in the process of analyzingcampaign performance.

• User Focus:


• Location:



• Source:

• Marketing – CRM Planning subject area.

Campaign Execution Metrics

Monthly Trend of Product Orders for




• Purpose:

• Shows monthly trend of product orders forselected programs.

• Shows monthly trend of productorders for selected programs.

• User Focus:


• Location:



• Source:

• Marketing – CRM Campaigns subject area.

selected Programs

Cross Sell Analysis for give Offer




• Purpose:

• Shows cross sell analysis for given offer.

• Shows total order revenue by channelfor each marketing offer, providinguseful insight in the process of

analyzing cross sell opportunities.

• User Focus:


• Location:



• Source:• Marketing – CRM Campaigns subject area.

Cross Sell Analysis for give Offer

Segment and Offer Overview




• Purpose:

• Shows segment and offer overview.

• Shows positive response rate for eachmarket segment, providing useful insightin the process of analyzing segment offer.

• User Focus:


• Location:



• Source:


Segment and Offer Overview

Campaign Trends




• Purpose:• Shows marketing campaign trends.

• Shows marketing outbound activities trends byweek in terms of number targeted andcontacted by week. It also shows trends like #

of respondents, leads generated and orders by

week, providing useful insight in the process of

devising marketing strategy.

• User Focus:


• Location:



• Source:

• Marketing - CRM Campaigns subject area

Campaign Trends

Campaign Pipeline




• Purpose:• Shows campaign pipeline.

• Shows # of individuals loaded, # of individualstargeted, # responders, # of contacts withleads, # of contacts with opportunities and # of

contacts with orders, providing useful insight in

the process of analyzing campaign pipeline

and campaign performance.

• User Focus:


• Location:


• Page – Campaign Tracking

• Source:


Campaign Pipeline

Campaign Execution Status




• Purpose:• Shows campaign execution status.

• Shows # of individuals targeted and status likebusy, call completed, in progress etc, providinguseful insight in the process of analyzing

campaign execution performance.

• User Focus:


• Location:



• Source:


p g

Campaign Response Status




• Purpose:• Shows campaign response status.

• Shows # of responders or contacts via directmail, Email, fax, phone etc, along with overallresponse rate, providing useful insight in the

process of analyzing response method.

• User Focus:


• Location:



• Source:


p g p

Top 10 Lead Generating Agents




• Purpose:• Shows Top 10 lead generating agents.

• Shows top 10 lead generating agents providinguseful insight in the process of analyzingmarketing agent performance effectiveness.

• User Focus:


• Location:



• Source:


p g g

Underperforming Agents by Leadsgenerated




• Purpose:• Shows Underperforming Agents by Leads generated.

• Shows Underperforming Agents by Leadsgenerated, providing useful insight in theprocess of analyzing marketing agent

performance effectiveness.

• User Focus:


• Location:



• Source:


generated

Number of Leads by Lead Quality andStage




• Purpose:• Shows number of leads by lead quality and stage.

• Shows number of sales leads by lead qualityand stage, e.g. accepted, pending, won etc,providing useful insight in the process of

analyzing sales lead quality for each stage.

• User Focus:


• Location:



• Source:


Stage

Campaign Order Summary




• Purpose:• Shows campaign order summary.

• Shows # of contacts with orders, # of orders,total revenue and revenue per order, providinguseful insight in the process of analyzing

campaign order performance.

• User Focus:


• Location:



• Source:


Campaign Order Trend




• Purpose:• Shows campaign order trend.

• Shows analysis of campaign order trend bytime and products, providing useful insight inthe process of analyzing campaign order trend.

• User Focus:


• Location:



• Source:


Segment Penetration Effectiveness




• Purpose:• Shows segment penetration effectiveness.

• Shows cumulative units sold, cumulativerevenue earned and revenue per order,providing useful insight in the process of

analyzing customer segment penetration

effectiveness.

• User Focus:


• Location:


• Page – Segments

• Source:


Segment and Campaign Metrics




• Purpose:

• Shows segment and campaign metrics.

• Shows # of responders (contacts) by variousoffer channels like phone, email, web etc,providing useful insight in the process of

analyzing customer segment and campaign

metrics.

• User Focus:


• Location:



• Source:


Segment Performance Split by offers




• Purpose:

• Shows segment performance split by offers.

• Shows segment name, offer name andresponse rate, providing useful insight in theprocess of analyzing segment performance

split by offers.

• User Focus:


• Location:



• Source:


Cumulative Revenue Trend by Offer




• Purpose:

• Shows cumulative revenue trend by offer.

• Shows cumulative revenue earned, cumulativeunits sold and cumulative # of respondents(Unique) for an offer, providing useful insight in

the process of analyzing revenue trend by

offer.

• User Focus:


• Location:


• Page – Offers

• Source:


Cross Sell Analysis for given Offer




• Purpose:

• Shows cross sell analysis for given offer.

• Shows offer channel revenue and total orderrevenue for each offer channel, providinguseful insight in the process of cross sell

analysis.

• User Focus:


• Location:


• Page – Offers

• Source:


Program Summary




• Purpose:

• Shows marketing program summary.

• Shows # of respondents, response rate,response rate predicted, # of opportunities, #of orders and total order revenue, providing

useful insight in the process of managing

marketing programs.

• User Focus:


• Location:


• Page – Programs

• Source:


Performance Trends




• Purpose:

• Shows marketing performance trends.

• Shows # of responses, # of opportunities and #of orders, providing useful insight in theprocess of managing marketing programs and

performance

• User Focus:


• Location:



• Source:


Responses by Response Type




• Purpose:

• Shows responses by response type.

• Shows # of responses for each response type,providing useful insight in the process ofmanaging marketing programs and

performance

• User Focus:


• Location:



• Source:


Responses Channel Analyses




• Purpose:

• Shows response channel analysis.

• Shows # of responses for each response typefor each offer channel, providing useful insightin the process of managing marketing

programs and performance

• User Focus:


• Location:



• Source:


Demographic Profile of Non-Responders




• Purpose:

• Shows demographic profile for non-responders.

• Shows # of accounts targeted by annualrevenue category as well as account monetarycategory, providing useful insight in the

process of using demographics for customer

segment targeting.

• User Focus:


• Location:


• Page – Responses

• Source:


Demographic Profile of Responders




• Purpose:

• Shows demographic profile for responders.

• Shows # positive respondents by annualrevenue category as well as account monetarycategory, providing useful insight in the

process of using demographics for customer

segment targeting.

• User Focus:


• Location:


• Page – Responses

• Source:


Opportunity Metrics by Program




• Purpose:

• Shows sales opportunity metrics by marketing program.

• Shows # targeted, # of responses, # ofresponders, # of opportunities, # of wins andactual opportunity conversion ratio for each

marketing program, providing useful insight in

the process of analyzing marketing program

metrics.• User Focus:


• Location:


• Page – Opportunities

• Source:• Marketing – CRM Campaigns subject area

Opportunity Revenue by Sales Stageselected for selected Program…..




• Purpose:

• Shows opportunity revenue by sales stage selected forselected program and sales method.

• Shows sales stage, sales method andopportunity revenue for each marketingprogram name, providing useful insight in the

process of analyzing marketing program

metrics.• User Focus:


• Location:



• Source:• Marketing – CRM Customers subject area

P

Opportunity Expected Vs. Closed Revenuefor selected Program




• Purpose:

• Shows opportunity revenue and closed revenue forselected marketing program.

• Shows opportunity revenue and closedrevenue for selected marketing program,providing useful insight in the process of

analyzing marketing program metrics.


• Location:



• Source:


Purpose

Opportunities by Product for selectedProgram




• Purpose:

• Shows opportunities by product for selected program.

• Shows opportunities by product for selectedmarketing program, providing useful insight inthe process of analyzing marketing program

metrics.

• User Focus:


• Location:



• Source:


Program Order Metrics




• Purpose:• Shows marketing program order metrics.

• Shows # targeted, # of accounts targeted, # of

responders, # accounts responded, responserate, # of opportunities, # of accounts withopportunities and # of orders for eachmarketing program name, providing useful

insight in the process of analyzing marketingprogram metrics.

• User Focus:


• Location:


• Page – Orders• Source:


Total Order Revenue for selected Program




• Purpose:• Shows total order revenue for selected marketing

program.

• Shows quantity requested and revenue for

selected marketing program, providing usefulinsight in the process of analyzing marketingprogram metrics.

• User Focus:


• Location:


• Page – Orders

• Source:


# of Orders by Product Line for selectedProgram




• Purpose:• Shows # of orders by product line for selected marketing

program.

• Shows # of orders by product line for selected

marketing program, providing useful insight inthe process of analyzing marketing programmetrics.

• User Focus:


• Location:


• Page – Orders

• Source:


Monthly Trend of Product Orders forselected Program




• Purpose:• Shows monthly trend of product orders for selectedmarketing program.

• Shows total order revenue over time for

selected marketing program, providing usefulinsight in the process of analyzing marketingprogram metrics.

• User Focus:


• Location:


• Page – Orders

• Source:






Customer Insight (B2B) Reports

• Purpose:

Account Revenue




Purpose:

• Shows account revenue.

• Shows total revenue by account revenue

category as well as total # of accounts in eachrevenue category, providing useful insight inthe process of analyzing account revenue.

• User Focus:


• Location:

• Dashboard – Customer Insight (B2B)

• Page – Loyalty

• Source:


• Purpose:

Revenue Growth




Purpose:

• Shows account revenue growth.

• Shows # of accounts by revenue growth

category as well as total # of accounts in eachrevenue growth category, providing usefulinsight in the process of analyzing accountrevenue growth.

• User Focus:


• Location:



• Source:


• Purpose:

Account Status




p

• Shows account status.

• Shows # of accounts for each type of account

of status like active, closed etc, providinguseful insight in the process of analyzingaccount.

• User Focus:


• Location:



• Source:


• Purpose:

Account Geography




p

• Shows account geography.

• Shows # of accounts for each country,

providing useful insight in the process ofanalyzing account.

• User Focus:


• Location:



• Source:


• Purpose:

Account Industries




• Shows account industries.

• Shows # of accounts for each industry,

providing useful insight in the process ofanalyzing account.

• User Focus:


• Location:



• Source:


• Purpose:

Account Type




• Shows account type.

• Shows # of accounts for each account type like

customer, retailer, business etc, providinguseful insight in the process of analyzingaccount.

• User Focus:


• Location:


• Page – Value

• Source:


• Purpose:

Next Product Purchased




• Shows next product purchased.

• Shows # purchasers selected product and #

purchasers of next product for each nextproduct, providing useful insight in the processof analyzing market basket and purchasingbehavior.

• User Focus:


• Location:


• Page – Products

• Source:


• Purpose:

Sh d i

Product propensity




• Shows product propensity.

• Shows # of contacts with orders for each

product, providing useful insight in the processof analyzing product propensity.

• User Focus:


• Location:



• Source:


• Purpose:

Sh k t b k t l i

Market Basket Analysis




• Shows market basket analysis.

• Shows # of orders with market basket product

for each product, providing useful insight in theprocess of analyzing market basket as part ofmarketing targeting strategy.

• User Focus:


• Location:



• Source:


• Purpose:

• Shows over and under promoted accounts

Over and Under Promoted Accounts




• Shows over and under promoted accounts.

• Shows # of times promoted to each account,

providing useful insight in the process ofanalyzing marketing promotion planning andexecution.

• User Focus:


• Location:


• Page – Interaction

• Source:


• Purpose:

• Shows promotion frequency analysis of accounts

Promotion Frequency Analysis ofAccounts




• Shows promotion frequency analysis of accounts.

• Shows average weeks between promotions for

customers, providing useful insight in theprocess of analyzing marketing promotionplanning and execution.

• User Focus:


• Location:



• Source:


• Purpose:

• Shows customers in overlapping campaigns

Overlap of Campaigns with OtherCampaigns by Account




Shows customers in overlapping campaigns.

• Shows # of overlapping accounts by

campaigns by overlapping campaign name,providing useful insight in the process ofanalyzing marketing campaign planning andexecution.


• Location:



• Source:


• Purpose:

• Shows # of new accounts.

# of New Accounts




Shows # of new accounts.

• Shows # of new accounts by open year,

providing useful insight in the process ofmanaging accounts.

• User Focus:


• Location:


• Page – Trends

• Source:


• Purpose:

• Shows account attrition.

Account Attrition




• Shows % of account attrition by open year,

providing useful insight in the process ofmanaging accounts.

• User Focus:


• Location:


• Page – Trends

• Source:


• Purpose:

• Shows account responses and orders.

Account Responses and Orders




p

• Shows # of accounts responded, # of accounts

with opportunities and # of accounts withorders for each campaign name, providinguseful insight in the process of managingmarketing campaigns..


• Location:


• Page – Trends

• Source:


• Purpose:

• Shows account attributes.

Account Attributes




• Shows account name, location, status, type,

revenue category, growth category, state,country and industry name for each account,providing useful insight in the process ofmanaging accounts.


• Location:


• Page – Profile

• Source:

• Customer Profile_segmentation subject area





Customer Insight (B2C) Reports

• Purpose:

• Shows income range.

Income Range




• Shows # of customers (contacts) for each

income range, providing useful insight in theprocess of analyzing demographics fortargeting purposes.

• User Focus:

• Marketing Executive, Marketing Analytics User• Location:

• Dashboard – Customer Insight (B2C)

• Page – Value

• Source:


• Purpose:

• Shows customers geography.

Geography





geography, providing useful insight in theprocess of analyzing demographics fortargeting purposes.

• User Focus:



• Page – Value

• Source:


• Purpose:

• Shows customers age range.

Sh # f ( ) f h

Age Range




• Shows # of customers (contacts) for each age

range, providing useful insight in the processof analyzing demographics for targetingpurposes.

• User Focus:



• Page – Value

• Source:


• Purpose:

• Shows customers gender.

Sh # f t ( t t ) f h

Gender





gender, providing useful insight in the processof analyzing demographics for targetingpurposes.

• User Focus:



• Page – Value

• Source:


• Purpose:

• Shows customers education.

• Shows # of customers (contacts) for different

Education





education level, providing useful insight in theprocess of analyzing demographics fortargeting purposes.

• User Focus:



• Page – Value

• Source:


• Purpose:

• Shows customers marital status.


Marital Status





marital status, providing useful insight in theprocess of analyzing demographics fortargeting purposes.

• User Focus:



• Page – Value

• Source:

• Marketing – CRM Consumer subject area

• Purpose:

• Shows customers in overlapping campaigns.

• Shows # of overlapping contacts in each

Customers in Overlapping Campaigns




• Shows # of overlapping contacts in each

campaign, providing useful insight in theprocess of analyzing customers in overlappingcampaigns.

• User Focus:




• Source:


• Purpose:

• Shows customer count by weeks between promotions.

• Shows average weeks between promotions

Customer Count By Weeks betweenpromotions




Shows average weeks between promotions

for each customer or prospect id, providinguseful insight in the process of analyzingpromotion plans.

• User Focus:




• Source:


• Purpose:

• Shows over and under promoted customers.

• Shows # of times promoted to customers,

Over and Under Promoted Customers




S o s # o t es p o oted to custo e s,

providing useful insight in the process ofanalyzing promotion plans.

• User Focus:


• Location:• Dashboard – Customer Insight (B2C)


• Source:


• Purpose:

• Shows contact profile over time.

• Shows # of contacts, # or responses and # of

Contact Profile over Time




, p

orders for each year, providing useful insightin the process of analyzing contact profile.

• User Focus:



• Page – Trends

• Source:


• Purpose:

• Shows # of new contacts.

• Shows # of new contacts by open year,

# of New Contacts




providing useful insight in the process ofanalyzing contacts.

• User Focus:

• Marketing Analytics User


• Page – Trends

• Source:


• Purpose:

• Shows % of contact attrition.

• Shows % of contact attrition by open year,

Contact Attrition




providing useful insight in the process ofanalyzing contacts.

• User Focus:

• Marketing Analytics User


• Page – Trends

• Source:


• Purpose:

• Shows number of customer interactions.

• Shows # of inbound interaction activities and

Number of Customer Interactions




# of outbound interaction activities, providinguseful insight in the process of analyzingcustomer interactions.

• User Focus:



• Page – Trends

• Source:


• Purpose:

• Shows contact attributes.

• Shows last name, job title, email address,

k h t t dd it t t d

Contact Attributes




work phone, street address, city, state andcountry for each contact name, providinguseful insight in the process of analyzingcontact attributes.


• Location:


• Page – Profile

• Source:

• Customer Profile_segmentation subject area






Events Reports

• Purpose:

• Shows events by region.

• Shows number of events for each event plan

region providing useful insight in the process

Events by Region



114The information contained in this document is subject to change without notice. This document is not warranted to be error free.

region, providing useful insight in the processof analyzing marketing events.

• User Focus:


• Location:• Dashboard – Events

• Page – Events Summary

• Source:

• Marketing - CRM Events subject area

• Purpose:

• Shows events by events type.

• Shows number of events plans for each event

plan type providing useful insight in the

Events by Type




plan type, providing useful insight in theprocess of analyzing marketing events.

• User Focus:




• Source:


• Purpose:

• Shows top marketing events.

• Shows rank, # invited for each event plan

name providing useful insight in the process

Top Events




name, providing useful insight in the processof analyzing marketing events.

• User Focus:




• Source:


• Purpose:

• Shows event timeline.• Shows # of events for each event plan name

over time, providing useful insight in the

Event Timeline




over time, providing useful insight in theprocess of analyzing marketing events.

• User Focus:




• Source:


• Purpose:

• Shows expenses by event type.• Shows marketing cost (actual) for event type,

providing useful insight in the process of

Expenses by Event Type




p g g panalyzing marketing events.

• User Focus:



• Page – Expenses

• Source:


• Purpose:

• Shows budget history.• Shows budget assigned over time for each event plan type, providing

useful insight in the process of analyzing marketing event budgets.

Budget History




g p y g g g

• User Focus:


• Location:

• Dashboard – Events• Page – Expenses

• Source:


• Purpose:

• Shows forecast vs. actual expenses.• Shows marketing cost both forecasted and

actual for event plan region, providing useful

Forecast vs. Actual Expenses




insight in the process of analyzing marketingevent budgets.

• User Focus:


• Dashboard – Events


• Source:


• Purpose:

• Shows expenses by category.• Shows actual marketing cost by several

categories like advertising, creative etc,

Expense Breakdown




providing useful insight in the process ofanalyzing marketing expenses

• User Focus:




• Source:


• Purpose:

• Shows marketing event scorecard.• Shows # of predicted leads, # of actual

opportunities, predicted revenue, opportunityd l d f h t

Event Results Scorecard



122


revenue and closed revenue for each eventplan type, providing useful insight in theprocess of analyzing marketing events

performance.

• User Focus:


• Location:


• Page – Results

• Source:


• Purpose:

• Shows marketing event lead generation.• Shows closed and opportunity revenue for

each event plan type, providing useful insighti th f l i m k ti t

Event Lead Generation



123


in the process of analyzing marketing eventsperformance.

• User Focus:




• Source:


• Purpose:

• Shows opportunity revenue from marketing events.• Shows closed and opportunity revenue for

each event plan type, providing useful insightin the process of analyzing marketing events

Opportunity Revenue from Events



124


in the process of analyzing marketing eventsperformance.

• User Focus:




• Source:


• Purpose:

• Shows partner revenue.• Shows closed and opportunity revenue, # of

wins and losses as well as win rate for eachevent lead partner providing useful insight in

Partner Revenue




event lead partner, providing useful insight inthe process of analyzing marketing eventsperformance.

• User Focus:


• Location:



• Source:






Drilldown Reports

• Purpose:

• Shows performance trends.• Shows launch date, # of responses, # of

orders and # of opportunities, providing usefulinsight in the process of analyzing marketing

Performance Trends




insight in the process of analyzing marketingevents performance.

• User Focus:




• Drilldown from Performance Trend report usingPerformance Trends Detail link.

• Source:


• Purpose:

• Shows program detail report.• Shows # of responses, response rate, # of orders, # of opportunities, opportunity

revenue and total order revenue for each program, providing useful insight in theprocess of analyzing marketing program performance.

Program Detail Report




p y g g p g p

• User Focus:


• Location:• Dashboard – Performance


• Drilldown from Program Summary report using Program Detail Report link.

• Source:


• Purpose:

• Shows opportunity revenue from marketing events.• Shows closed and opportunity revenue for

each event plan type, providing useful insightin the process of analyzing marketing events

Opportunity Revenue from Events




p y g gperformance.

• User Focus:


• Location:



• Source:






Leads Reports

• Purpose:

• Shows the Key Performance Indicators in the entireLead Management process. Helps Marketingexecutives and managers to analyze the health of thebusiness

Lead KPI s




• User Focus:

• Marketing Executive, Marketing Manager

• Location:• Dashboard – Lead

• Page – Overview

• Source:

• Marketing - CRM Leads & Lead to Order subject areas

• Purpose:• Displays number of leads generated

grouped by quality, over selected timeperiod. Guided navigation takes to moredetails on lead generation

Lead Generation Trend




details on lead generation

• User Focus:


• Location:

• Dashboard – Lead


• Source:

• Marketing - CRM Leads

• Purpose:• Displays trending of lead conversion,

including #leads converted, Opportunityrevenue and order revenue. GuidedNavigation provides further details

Lead Conversion Trend




Navigation provides further details

• User Focus:

• Marketing Executive, Marketing Manager,

Sales Manager• Location:



• Source:

• Marketing - CRM Lead to Order

• Purpose:• Analyzed the trend in number of leads,

opportunities, quotes and Orders fromLeads over selected time period and alsoby Campaign

Lead to Order




by Ca pa g

• User Focus:





• Source:


• Purpose:• Analyzes the cost associated to lead

generation and revenue generated throughlead conversion, over the selected timeperiod

Cost & Revenue Trend




p

• User Focus:





• Source:


• Purpose:• Displays the Year to Year comparison of

important measures in the entire leadmanagement process

• User Focus:

Lead Measures Year to Year




• Marketing Executive, Marketing Manager,Sales Manager



• Source:


• Purpose:• Displays top 5 marketing sources based on

number of leads, quality and conversionrate. Marketing source analysis includescampaign, program, and event

Top 5 Marketing Sources




• User Focus:




• Source:


• Purpose:• Analyzes the number of leads generated,

conversion rate, rejection rate, andretirement rate by marketing segments

• User Focus:

Leads by Customer Segments





• Location:


• Page – Lead Generation

• Source:


• Purpose:• Analyzes the leads generated for a product,

how many of them are from prospects andhow many are from current customers

• User Focus:

Product Leads





• Location:



• Source:


• Purpose:

• Displays a comparison of total number ofleads generated through different marketingchannels

• User Focus:

Channel Effectiveness





• Location:



• Source:


• Purpose:

• Analyzed the lead funnel, what status/stagethe leads are in. This is a good analysis ofhow effective the sales force is inconverting the leads.

User Focus

Lead Status




• User Focus:




• Source:


• Purpose:

• Analyzes what percentage of the leads aregenerated from current customers andprospects, and aids in analysis of newcustomer acquisitions

• User Focus:

Leads – Prospects & Current Customers




• User Focus:




• Source:


• Purpose:

• Analyzes how effective different marketingoffers are and how different segments areresponding to marketing intiatives.

• User Focus:

Marketing E ec ti e Marketing Manager

Leads by Offer & Segment





• Location:



• Source:


• Purpose:

• Compares the leads generated throughoutbound marketing activities versus others

• User Focus:


L ti

Leads Influenced by Outbound Activities




• Location:



• Source:


• Purpose:

• Analyzes how long it took for the leads toreach their ultimate disposition. It alsomeasures the effectiveness of sales force inconverting the leads to opportunities

• User Focus:

Leads Age Analysis




User Focus:

• Marketing Manager, Sales Manager


• Page – Lead Status

• Source:


• Purpose:

• Analyzes the reason that the leads aregetting rejected

• User Focus:

• Marketing Manager, Sales Manager

• Location:

Leads Rejected




• Location:



• Source:


• Purpose:

• Analyzes how effective the partners are in

managing the leads

• User Focus:


• Location:


Leads Assigned to Partners




Dashboard Lead


• Source:• Marketing - CRM Leads

• Purpose:

• Analyzes the reason for retiring the leads

• User Focus:

• Marketing Executive, Marketing Manager,Sales Manager

• Location:

Leads Retired




Location:



• Source:


• Purpose:

• Analyzes if there are leads that no one isworking on - marketing created a lead, butthe partner hasn’t started working on yet.

• User Focus:


Leads Untouched




Sales Manager



• Source:


• Purpose:

• Analyzes how different quality leads aremoving through its lifecycle.

• User Focus:


• Location:

Lead Quality & Conversion





• Page – Lead Conversion

• Source:


• Purpose:

• Analyzes the lead to Order process cycle,grouped by campaign type. It is a one-stop-view of how effective the company is inacquiring new members, up-sell, cross-selletc., from a marketing perspective

• User Focus:

Lead to Order by Campaign Type




• User Focus:

• Marketing Executive, Marketing Manager• Location:


• Page – Lead Conversion

• Source:

• Marketing - CRM

Lead to Order

• Purpose:

• Analyzes the effectiveness of campaignsbased on opportunity revenue and orderrevenue

• User Focus:


Campaign Effectiveness




• Location:

• Dashboard – Lead• Page – Lead Conversion

• Source:


• Purpose:

• Ranks the campaigns based on actualorder revenue resulted from them anddisplays Top 10 campaigns

• User Focus:


L i

Top 10 Revenue Generating Campaigns




• Location:

• Dashboard – Lead• Page – Lead Conversion

• Source:


marketinganalytics 7.9.6 product guide

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