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Reporting Best Practices presented by Beth Lambert
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Austin
1
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Introductions
• Beth Lambert• Principal Consultant• Coached >100 Clients• Powerhours:
– Free Trail Nurture Strategy – Lead Scoring – Close Looped Reporting
• beth.lambert@oracle.com
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Please Check
• Do you have the Marketing Measurement Worksheets?
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What We’ll Cover
• Today’s Realities• How to Get to the “Ideal” • Your Action Plan
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What’s Your Reality Around Measurement?
“Acting on data to improve marketing performance.”
“Combining data”“Draw correlations”Make predictions”
Source: MarketingSherpa 2013 Benchmark Analytics Report
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Can You Help Leadership Prove Value?
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Source: The CMO Survey
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It’s Attainable!
What they did:• Zoomed in on a few most important
metrics between sales/mktg• Defined their internal lead
management processes • Institutional agreement on reporting
terms, cadence, methodology• Regular cross-functional review
meetings
Results:
Ability to pre-emptively act when data gives indication of “funnel problems”
2012 Markie Winner: “One View of the Truth”
Demand Generation
Lead Management
One View of the Truth
Revenue Discovery
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Getting from Real to Ideal is a Journey
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REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
COMMIT
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COMMITT to Answer the BIG Business Questions
Which campaigns should generate the strongest ROI?
What will increase effectiveness and engagement?
Juanita M. Marketing Manager, Demand Generation for Airwatch
Are we generating enough qualified leads to allow sales to achieve their quota?
Which stage of the funnel needs work?Nikki Vaughn, Marketing Operations Specialist for
SnagAJob
How can marketing contribute more revenue?
What investments should I make in our marketing organization? Megan E., VP Demand
Generation, Docusign
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WRITE DOWN ONE of your big business questions
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ACTION: What’s the Big Business Question?
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REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
DEFINE
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DEFINE the Insights Needed
Which campaigns will generate the strongest ROI?
Which campaigns drove the most qualified leads?
Which campaigns delivered the highest return?
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Action: Define Insights Needed
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DEFINE the Metrics that Matter
Which campaigns will generate the strongest ROI?
Which campaigns drove the most qualified leads?
Which campaigns delivered the highest return?
Cost per lead by channel
Total revenue by campaign type
ROI by campaign
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Action: Define Your Std. Set of Metrics
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REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
ASSEMBLE
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ASSEMBLE the data sources
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Cost per lead by channel
Total revenue by campaign type
ROI by campaign
Which campaigns will generate the strongest ROI?
Campaign Cost Data
Lead Counts by Campaign
Revenue by Campaign
Internal Financial SystemsAgencies and Vendors
Marketing Automation
CRM
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Action: Map Your Data Sources
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REPEAT!
How to get there…
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
ASSEMBLE
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ASSEMBLE the sources to get the data
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ASSEMBLE the data sources
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UTILIZE the data
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Cost per lead by channel
Total revenue by campaign type
ROI by campaign
POSSIBLE ACTION:
Adjust marketing channel mix
Invest more in highest performing campaigns
Which campaigns will generate the strongest ROI?
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REPEAT!
UTILIZE the data
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
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UTILIZE the data
Data
Insights
Decisions
Action
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REPEAT!
Automate, Predict & Optimize
COMMIT
DEFINE
ASSEMBLE
UTILIZE
MASTER
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Success Planning & Eloqua Insight Reports
• Real Current State• Standard Metrics• Baseline Performance • Industry Benchmark & Dashboards• Basic Reporting• Budget & Planning• Demand Gen. Activities
Real
• Success Planning Tools: Benchmark Workbook
• Eloqua Insight Resource Center
• Eloqua Insight Reports & Dashboards
• Customized Reports & Dashboards
• Close Loop Reporting
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Our Professional Services
• Real Current State• Standard Metrics• Baseline Performance • Industry Benchmark & Dashboards• Basic Reporting• Budget & Planning• Demand Gen. Activities
Real
• Oracle Eloqua Experts
• Oracle Eloqua Implementation Reporting Service for Microsoft Dynamics & Salesforce.com
• Oracle Eloqua customized Implementation Reporting Service for Oracle’s Fusion CRM
• Oracle Eloqua Reporting Best Practices Seminar
• Oracle Eloqua Implementation Service for Business Process Review (1-day)
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Next steps
• Finish the worksheet• Implement• Repeat!
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Thank you
Beth Lambert
beth.lambert@oracle.com
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