definitive-guide-to-marketing-metrics-marketing-analytics.pdf

The
Definitive
Guide
Marketing
Metrics &
Analytics
Definitive Guide to Marketing Metrics and Analytics
Contents
Why Should I Read the Definitive Guide Part 5: Program Measurement 37
to Marketing Metrics and Analytics? 3 Why Measuring Marketing Programs is Difficult 38
Method One: Single Attribution (First Touch / Last Touch) 40
Part 1: Measurement Builds Respect and Accountability 4 Method Two: Single Attribution with
Why Now Is The Time For Marketing Metrics 7 Revenue Cycle Projections 41
Method Three: Attribute across Multiple Programs
Part 2: Planning for Marketing ROI 9 and People 44
Step One: Establish Goals and ROI Estimates Up-Front 11 Method Four: Test and Control Groups 46
Step Two: Design Programs to Be Measurable 15 Method Five: Full Market Mix Modeling 48
Step Three: Focus on the Decisions Program specific metrics – what you should
that Improve Marketing 16 measure and track 49
Conclusion: Program Measurement Applied 50
Part 3: A Framework for Measurement 17
Where Metrics Go Wrong 19 Part 6: Marketing Forecasting 51
The Right Metrics 21
Part 7: Dashboards 55
Part 4: Revenue Analytics 23
Define the Revenue Cycle 24 Part 8: Implementation • People, Process,
Revenue Cycle Metrics That Matter 29 and Technology 59
Revenue Performance Management Metrics 33 People and Culture 60
Process 62
Technology 64
Conclusion 65
Key Lessons to Improve your Performance, Profitability,
and Credibility with Marketing Metrics and Analytics 66
© 2011 Marketo, Inc. All rights reserved. 2
Definitive Guide to Marketing Metrics and Analytics
Why Should I Read the Definitive Guide
to Marketing Metrics and Analytics?
Do you know what profits a 10% increase This guide will help you do just that. We
in your marketing budget would generate? will help you answer key questions like:
5 QUESTIONS TO GUIDE YOUR
According to the Lenskold Group’s 2010 B2B •What are the most important marketing
Lead Generation Marketing ROI