the magic of marketing metrics
DESCRIPTION
Join Zach Bailey, Vice President of Products at Pardot, as he gives us an overview of how marketing metrics easily and efficiently give us the tools that we need to help improve our campaign results.TRANSCRIPT
The Magic of Marketing Metrics
Zach Bailey, VP Products Pardot
July 19, 2012
Agenda
• Intro • Where We’ve Been • Where We Are • Where We Can Go
Where We’ve Been Marketing of the past...
Where We’ve Been
• Whoever shouts the most and loudest, wins
• Print Media • Marketing as an art form • Campaign ROI? Fuggedaboutit!
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -John Wanamaker
Where We Are Living in the Present
Where We Are • Digital age, digital presence - website, email,
social media
• Marketing is measurable
• Campaigns and marketing efforts DO matter
• Numbers - Metrics, KPIs, ROI
• Marketing as a science!
“What gets measured, gets managed.” -Peter Drucker
A little scary? • Numbers can be intimidating to some
marketing team members
• Numbers and metrics are your friends
• Use to your advantage
• Gauge campaign effectiveness
• Identify unmet needs
• Minor modifications make major differences
Metrics, KPIs, and ROI
• Metric - a standard of measurement • KPI (Key Performance Indicator) -
indicators that help define and measure progress toward a specific goal
• ROI (Return on Investment) - the return on money dedicated to a particular effort
KPI (%) = Metric / Goal
ROI (%) = (return - cost) / cost
What Matters • Be S.M.A.R.T.
• Specific • Measurable • Attainable • Relevant • Timely
• Be Scientific! • Question • Hypothesis • Experiment • Analyze • Iterate
Which are SMART?
“We need more Twitter followers.”
“Let’s grow our newsletter subscriptions by 20% by the end of the year!”
“I’d like to double our time-on-site�before launching that campaign.”
Getting Started • Strategic (VP Mktg, CMO)
• Funnel - net new leads, lead velocity • Marketing sourced revenue • ROI - Overall -> Channel -> Campaign
• Tactical (everyone!) • Web/Social Engagement • Email deliverability, opens, clicks • Form/Landing Page Conversion rates
Example Report: Funnel
Example Report: ROI
Example KPIs: Conversion
Example Metrics: Email
Example Metrics:�Forms & Landing Pages
Question time!
Zach Bailey���Vice President of Products Pardot
[email protected] Twi6er -‐ @znbailey
Pardot ���950 East Paces Ferry Road Suite 3300 Atlanta, GA 30326
404.492.6848 877.3B2B.ROI www.pardot.com