so you say you want a marketing dashboard...let’s talk

So You Say You Need a Marketing Dashboard….Let’s Talk

Founder & [email protected]@lauravem

Dir, Product [email protected]@hitechmktg

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• Mitigate risk

• Facilitate decisions

• Adjust your course to improve

Why have a dashboard?

4

Best-in-Class Marketers Create Actionable & Meaningful DashboardsHow well the marketing dashboard enables:

Not well at all1 2 3 4 5 6 7 8 9

Extremely Well10

Aligning marketing objectives to business outcomes

Tracking performance of core marketing strategies & processes

Analyzing performance of campaigns & marketing activities

Tracking marketing metrics in real-time

Communicating marketing’s contribution to the C-Suite

Contributing insights to C-Suite for business decisions

Securing additional resources for marketing

© VisionEdge Marketing, Inc. Proprietary and confidential. Not for redistribution.Source: VisionEdge Marketing 2016 MPM Benchmarking Study Abbreviated Summary - How to Make Progress on Your Marketing Excellence Journey

SalesEnablers

Campaign Producers

Value Creators

5

2015 2016

27%45%53%

68%

93% 92%

Campaign Producers Sales Enablers Value Creators

© VisionEdge Marketing, Inc. Proprietary and confidential. Not for redistribution.

Best-in-Class Marketers Excel at Measuring Their Contribution to the Business

% Agreement: Marketing is good at measuring their contribution to achieving business goals

Source: VisionEdge Marketing 2016 MPM Benchmarking Study Abbreviated Summary - How to Make Progress on Your Marketing Excellence Journey

6

2013 2014 2015 20166% 4% 7% 11%

26%14%

23% 24%

41% 40%

63%51%



Make Business Impact Clear

% Agreement: Leadership Team Understands how Marketing Impacts the Business


7

Revenue growth

Marketing contribution to pipeline

Win rate

Share of wallet

Retain customers

Acquire net new customers

Increase inquiry rate

Improve customer loyalty

Generate net new opps

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%35%

26%

17%

35%

27%

36%

20%

30%

38%

56%

49%

38%

48%

35%

57%

48%

41%

64%

72%

72%

49%

48%

50%

72%

59%

57%

78%

Value Creators Sales Enablers Campaign Producers


Why That Matters?….Business Results!Marketing’s Delivery of Key Business Results


8

2007 2008 2009 2010 2011 2012 2013 2014 2015 20160%

10%

20%

30%

40%

50%

60%

A B C D or Lower


Get Respect from the C-Suite

How C-Suite Grades Marketers for Ability to Prove Value, Impact and Contribution

Source: MPM Studies, Demand Metric, ITSMA, and VisionEdge

Marketing.

9

2014 2015 2016

41% 36% 43%59%

50%60%

71% 73% 68%



Best-in-Class Marketers Know the Business

Perception of How Well Marketers Demonstrate They Know the Business


10

I don't know

Not usually set

Few

Many, but not all

Nearly all

0% 10% 20% 30% 40% 50% 60% 70% 80%

2%

27%

30%

32%

35%

1%

10%

21%

47%

56%

2%

9%

7%

49%

72%

Value Creators Sales Enablers Campaign Producers


Best-in-Class Marketers Set Measurable Targets

Set Quantifiable Targets for Programs & Objectives


11

Data Inventory No Data Inventory Metrics Catalog No Metrics Catalog Data Chains No Data Chains

23%

48%

14%

51%

23% 23%

44% 42%49%

37%44% 44%

34%

10%

37%

12%

34% 34%



Best-in-Class Marketers Use the Right Tools

Correlation of Key Measurement Tools to Performance


From Metrics Chain to Wireframe to Dashboard

12 © VisionEdge Marketing, Inc. Proprietary and confidential. Not for redistribution.

Social

Web

Mobile

Paid Search

Email

Custom

Video

Display

CRM & Loyalty

Like Comment Share Reply Follow Sentiment

Frequency View-ability

View Time

CompletionRate Reach Interaction

Avg. Position

Impression Share CPC CPA Quality

Score

Frequency View-ability Reach Click CPC Display

Time

Activation

RateUninstall

RateStore Rank

Cost Per Install

Usage Time

Retention Rate

Visits Time on Site

Pages Per Visit

Bounce Rate Conversions Conversion

Rate

Sends Opens Open Rate Clicks Click Thru

RateConversion

Rate

NPS Referral Revenue ROIRetention

Rate

CSV Meta-data Spend

Creative

AssetsData-bases

3rd-Party

Raw Signals to a Real-Time Understanding of Performance

14

Alternatives for Building Dashboards

Excel

Manual

Untimely

Unsophisticated

Error Prone

Custom Build

Generic BI

Costly

Inflexible

IT user centric

Execution Platform

Execution Focused

Channel Specific

Rigid

Narrow & Shallow

About Origami Logic

Helping Global Brands Master Their Marketing Performance

Tier-1 Investors

Experienced Leaders& Domain Expertise

Rapid Deployment & Time-to-Value

Daily Insights and Optimization

Search and Organize with Dynamic Marketing Data Model

Unify All Campaign Performance Data

Our Platform

Improve and Prove the Value of Marketing

Smarter, more relevant, influential, credible and strategically-minded marketing orgs

More valued, effective, and measurable Marketing

Improve market and product competitiveness and growth

Make fact-based decisions regarding customers, markets, products and

competitors

Optimize marketing processes

As the global pioneer of MPM, VisionEdge Marketing has a vision to transform marketing into Centers of Excellence.

100+ Customers, 250+ Engagements

Access this white paper and more information on Origami Logic in the Resources section of our website - https://resources.origamilogic.com

Thank You!

Download the FREE 2016 MPM Benchmarking Study Abbreviated Summary - How to Make Progress on Your Marketing Excellence Journey @ http://visionedgemarketing.com/enhance-your-know-how-with-white-papers/