[webinar] solving the mystery of roi
TRANSCRIPT
Your Hosts
Sam MelnickVice President, Marketing
@SamMelnick
Jocelyn BrownVice President Customer Success
@JoceBrown
(AKA ROI Experts)
Let’s Talk ROI
ROI = ABC
A singular equation?
The truth:
Atqy^rWbc&PROI =
• No quick fix technologies
• No magic formulas
• Requires multiple views
ROI
Why Measure ROI?
Defend the Spend
Defend the Spend
#INBOUND17
“Where should I spendmy next marketing dollar
to drive the most impact?”
Measure Like a Business
Maslow's Hierarchy of Needs
Melnick’s Hierarchy of Measurements
Shift the conversation.
Business Impact
Advanced Measurements
Tactical Results
Core InvestmentsCheck out IDC’s Hierarchy of Metrics:
http://bit.ly/IDC_Metrics
Where am I spending my time & money?
• Spend (what / where / when)• Actuals compared to plan• Forecasts
Melnick’s Hierarchy of Measurements
Business Impact
Advanced Measurements
Tactical Results
Core Investments
What are my frontline results?
• Email open rates / CTR• Web traffic• MQLs, Inquiries • Attribution: What did this marketing activity do
for me?
Melnick’s Hierarchy of Measurements
Business Impact
Advanced Measurements
Tactical Results
Core Investments
How is marketing performing as a business?
• Spend mapped to buyer journey stage, corporate objectives, geo/product
• Pipeline influenced and sourced• Revenue driven by marketing
Melnick’s Hierarchy of Measurements
Business Impact
Advanced Measurements
Tactical Results
Core Investments
Where should we spend our next dollar?
• ROI (Returns + Investments)• Customer acquisition costs• Predictive / prescriptive actions
Melnick’s Hierarchy of Measurements
Business Impact
Advanced Measurements
Tactical Results
Core Investments
Melnick’s Hierarchy of Measurements
Shift the conversation.
Check out IDC’s Hierarchy of Metrics: http://bit.ly/IDC_Metrics
Business Impact
Advanced Measurements
Tactical Results
Core Investments
Why ROI is a Mystery
1) You’re Being Stubborn & Want Just 1 ROI Number
#INBOUND17
Marketers
The “Perfect” KPI
Business Impact
2) You’re forgetting the “I”
There is no “ROI” without the “I”
SPEND RESULTS MEASUREMENTS
3) You’re Using Outdated Technologies
82% use spreadsheets for critical operations:
Planning Budgeting Measuring
Marketing Performance Management
4) You Aren’t Making Nice with Finance
YOU FINANCE BFF
High-performing Marketing Orgs are
3X more likely to align with Finance
Static / flat Expecting revenueincreases
0%
10%
20%
30%
40%
50%
60%61%
27%
of Marketing organizations see Finance as a trusted, strategic partner…
14%
5) You’re Relying on Technology to Be a Magic Fix
High performing
companies
Integrate
marketing
technologies 5X
than low performing
companies
CRM
Why integrate tech?
• ROI• End-to-end visibility• Customer experience
MAP
MPM
MARTECH FOUNDATION
INVESTMENTS
ENGAGEMENT
RESULTS
How to Get it Right
Red Hat: Start with the I in ROI
Ryan Danner
Director, Global Marketing Planning & Financials
Red Hat & Allocadia
Client since 2015
250 Marketers in Allocadia
200+ Budgets Managed
Separating the “I” and the “R”
PLANS
POs
ACTUALS
ANALYTICS AND BI
TARGETS
INVESTMENT DATA
OUTCOMES DATA
OPPORTUNITY DATA
ACCOUNTDATA
ANALYTICS AND BICAMPAIGN
DATA
Bringing Together to Create ROI
Investments Outcomes ROMI
See the full story: http://bit.ly/Allocadia_RedHat
Pitney Bowes: Build Multiple Layers of Metrics
Anna Alexander
Sr. Manager Market Analysis
Pitney Bowes & Allocadia
Hardware & Software company
90% of the Fortune 500 as customers
300+ Marketers
100 Marketers within Allocadia
Pitney Bowes’s Layers of of ROI Measurements
Program & Campaign
Multi-touch tactical
attribution
Geography, Country & Line of Business
Company-wideStrategic
GEO/BU
Campaign
Type
Tactical
See the full story: http://bit.ly/Allocadia_Pitney
National Instruments: Merging Process & Technology
Helena Lewis
Chief - Marketing Operations &
Technology
National Instruments
$1.5B High-Tech Hardware/Software Company
Operations within 50 Countries
600+ Marketers
130 Marketers within Allocadia
Steps National Instruments took to get to ROI
Decided to use SiriusDecisions’
campaign framework
Centralized planning and
budgeting
But still had no way to enable
these changesSee the full story: http://bit.ly/Allocadia_NI
Life Before Process and Technology Changes
Life After Process & Technology Change
Where are we spending?What is our Plan?
What is our ROI?
#INBOUND17
More ROI Content
Red Hat & Microsoft’s
approach to ROI
http://bit.ly/MSFT_ROI
To learn more contact us at [email protected] (or [email protected])
Four Paths to ROI With Allocadia
Measure ROI by objective,
region, product, etc.
Utilize data from Allocadia
to measure ROI in a BI
tool (or elsewhere)
Measure ROI by tactic and
campaign with Allocadia data + additional
attribution data
Measure ROI by tactic or
campaign using first touch, last touch, or multi-
touch
Strategic ROI with Allocadia1. Attribution with
Allocadia2.Attribution with a third-party vendor3. External Modelling
& Analysis4.