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
