Money & Metrics: Bridging marketing finances with campaign data

James ThomasCMO

Allocadia@jthomas_44

Mitch PatelDirector, Marketing Solutions

Oracle Marketing Cloud@mitchpatel

Presenters

Join us live on | @jthomas_44 @mitchpatel #mpm4omc @allocadia

Agenda

1. Money & Metrics discussion

2. How Eloqua users can better understand their ROI using Allocadia

3. Q&A

Housekeeping

Engage with us.

Ask a question or post a comment in the chat panel. We’ll

answer questions in the Q&A at the end.

Technical difficulties? Chat with our operator for assistance.


The highest driver of change cited by CMOs (31 percent) was the need to show ROI.

Fewer than 20 percent of B2B organizations are comfortable with their ability to quantify the returns on marketing spend.

-- Ross Graber, Marketing OperationsStrategies, SiriusDecisions,

The ROI Dilemma Webinar 2014

“


Poll

How are you tracking your marketing spend and budgets?

• Spreadsheets, lots of tabs!

• Google docs

• Allocadia

• MRM solution

• We don’t, finance tracks it!

• Other

How to Participate

The poll will pop-up on your screen via

ReadyTalk.

Submit your answers!


Challenge 1: Money.

Modern marketers struggle to report on how they’re investing their marketing dollars.


Challenge 2: Metrics.

Modern marketers struggle with marketing performance metrics.


2 Perspectives on Measuring Marketing Metrics

Campaign Performance

Drives better programming to accelerate marketing’s impact on demand creation

How can we improve campaign performance and reallocate budget to high performing programs?

Director of Demand Gen

I want to know how much we’re spending and revenue we’re driving … across our marketing campaigns

Marketing Performance

Aligns spend, campaigns and results to measure marketing’s business impact

How is marketing’s performance driving revenue and impacting the business?

CMO

I want to know how much we’re spending and revenue we’re driving … across the marketing organization, especially when demand isn’t our only goal


Poll

What marketing metrics are you reporting on today? (Select all that apply)

• Campaign metrics

• Social metrics

• Pipeline metrics

• Performance metrics

How to Participate

The poll will pop-up on your screen via

ReadyTalk.

Submit your answers!


Challenge 3: Money & Metrics.

As marketing's business impact expands, so must marketing accountability. Marketing does not yet have control over many of the areas that it is supposed to influence, making it tricky to fulfill this big-picture expectation.


IDC’s CMO Hierarchy of Marketing Metrics

Manage the company

Manage the

marketing function

Manage

marketing activities


CMOs must run their function as a full-fledged component of the overall business.

Source: IDC CMO Advisory Services 2013

CMO and Executives

Visibility & analytics into every aspect of the organization’s marketing

performance and contribution to company revenue

Marketing ROI across objectives, programs, teams, and segments

Marketing Operations

Easily unify marketing investments with strategy and programs, so they can

optimize marketing performance

Global alignment across teams, programs, audiences

Field and Corporate Marketing

Easy to use, spreadsheet-free way to manage marketing plans, budgets,

investments, and returns

Optimize and reallocate spend to high value programs

Marketing Performance for all marketers


Drive a culture of performance across the marketing organization

CMO


How to get a full picture of your marketing performance

A. Planning & Budgeting. Start with Marketing Investment $.

B. Campaigns. Execute on your programs, tied to investment.

C. Revenue

Connect closed

won revenue to

programs and

investments.

CRM



The Path to Marketing Performance

Investment

Plan

Investment

Actuals

Investment

Forecast

Returns

Plan

Returns

Actuals

Returns

Forecast

Revenue Driven Marketing

Corporate ROI Strategy

Planned ROI

Actual ROI

Predictive ROI

Investment

Strategy/Target

Returns

Strategy/Target



Manage your plan, forecast and actuals


Connect your spend to campaign + revenue data


Align your spend to objectives and strategic data

Track Campaign Performance: Cost-per metrics


Track Marketing Performance: Impact on Business


3 takeaways:

1. The foundation of measurement starts with investment: the “I” in ROI.

2. Define what marketing performance means at your organization before you build your measurement models.

3. To get to a complete picture of your marketing ROI, you need to bridge marketing finances with campaign data and results.


Questions

Post your questions in the Chat area.

James ThomasCMO





James ThomasCMO




Thank you.

Learn how you can tie marketing investments to your Eloqua campaigns and results using Allocadia.

• Connect with Allocadia at [email protected]

• Contact your Oracle Account Executive

Date post:	15-Jul-2015
Category:	Technology
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Money & Metrics: Bridging marketing finances with campaign data

Technology