Question

Topic: Research/Metrics

Meaningful Analytics To Present To Ceo

Posted by marketgirl76 on 5/6/2015 at 9:11 PM ET 250 Points
Hi -

I need to submit a report to our CEO on marketing performance each month. I am trying to find a format and metrics that are the most meaningful to him on overall performance. I definitely don't want to get into the weeds of campaign performance etc. There are basic things like leads, deals, sales revenue by deal source etc. but looking for other metrics that you have found have most impact on CEO. I would like to keep this fairly concise. Any best practices or advice would be appreciated. We are B2B software and services company.
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RESPONSES

  • Posted by Peter (henna gaijin) on 5/6/2015 at 9:35 PM Accepted
    The closer you can get to profitability/return on investment, the better. Problem is that it is very hard, if not impossible, to say how a certain marketing program impacted profitability. So if you can show it increased sales, gained leads, increased visibility, got web views, etc. - whatever is the closest you can show that it got toward that profitability number, the better.
  • Posted by Jay Hamilton-Roth on 5/7/2015 at 7:49 AM Accepted
    What are management's KPIs? Align your report with these.
    ROI is vital.
    Comparison between various campaigns.
    If you have (comparative) marketing insights about your competitors, that would likely to be very useful as well.
  • Posted by Gary Bloomer on 5/7/2015 at 2:38 PM Member
    A few thoughts, in no specific order:

    # of visitors per site and per page.
    Where that traffic came from (ads, blog posts, social).
    # of impressions per page per traffic source.
    # of actions per impression, per page.
    # of abandoned actions per impression, per page.
    CTR per action.
    Fulfillment rate per action (how many sales).
    Cost of customer acquisition.
    Spend per customer, minus acquisition costs.
    Cost per action.
    Cost per sale.
    Revenue per sale.
    Amount of revenue in $ per $ spent on marketing, per lead.
  • Posted by Gary Bloomer on 5/7/2015 at 2:40 PM Accepted
    … and:

    Landing page abandonment rates.
    Time spent on each page.
    Bounce rate.
    Split tests of landing pages against controls, with conversion increases over time.
    Search engine ranking for all popular search terms, per search engine.
  • Posted by koen.h.pauwels on 5/9/2015 at 12:33 AM Accepted
    Best practice is to ask which metrics your CEO needs in her/his decision making, and then classify all the potential metrics offered above along those lines. For instance, EB Games shows financial objectives (e.g. profit per sale), marketing leading KPIs (e.g. consideration) and long-term problem indicators (e.g. customer dissatisfaction rates). Within business-to-business, check out the best practices of Unisys, Avaya and CA (IT Management), who goes through the process:

    1) Ask the right questions: ask marketing functional owners what 3-5 questions they need answered to determine their success
    2) measure the outputs (effectiveness), not the inputs (eg # of marketing programs on time and on budget
    3) From these candidate metrics, cut out the similar ones, then cluster into categories (in their case: account profile, performance, engagement, financial)

    But of course you know all of this and more from reading my book www.notsizedata.com

    All the best!
  • Posted by Shelley Ryan on 5/21/2015 at 9:50 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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