definitive-guide-to-marketing-metrics-marketing-analytics

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1、TheDefinitiveGuideMarketingMetrics&Analyticsmarketo.comDefinitiveGuidetoMarketingMetricsandAnalyticsContentsWhyShouldIReadtheDefinitiveGuidePart5:ProgramMeasurement37toMarketingMetricsandAnalytics?3WhyMeasuringMarketingProgramsisDifficult38MethodOne:SingleAtt

2、ribution(FirstTouch/LastTouch)40Part1:MeasurementBuildsRespectandAccountability4MethodTwo:SingleAttributionwithWhyNowIsTheTimeForMarketingMetrics7RevenueCycleProjections41MethodThree:AttributeacrossMultipleProgramsPart2:PlanningforMarketingROI9andPeople44Step

3、One:EstablishGoalsandROIEstimatesUp-Front11MethodFour:TestandControlGroups46StepTwo:DesignProgramstoBeMeasurable15MethodFive:FullMarketMixModeling48StepThree:FocusontheDecisionsProgramspecificmetrics–whatyoushouldthatImproveMarketing16measureandtrack49Conclus

4、ion:ProgramMeasurementApplied50Part3:AFrameworkforMeasurement17WhereMetricsGoWrong19Part6:MarketingForecasting51TheRightMetrics21Part7:Dashboards55Part4:RevenueAnalytics23DefinetheRevenueCycle24Part8:Implementation•People,Process,RevenueCycleMetricsThatMatter

5、29andTechnology59RevenuePerformanceManagementMetrics33PeopleandCulture60Process62Technology64Conclusion65KeyLessonstoImproveyourPerformance,Profitability,andCredibilitywithMarketingMetricsandAnalytics66©2011Marketo,Inc.Allrightsreserved.2DefinitiveGuidetoMark

6、etingMetricsandAnalyticsWhyShouldIReadtheDefinitiveGuidetoMarketingMetricsandAnalytics?Doyouknowwhatprofitsa10%increaseThisguidewillhelpyoudojustthat.Weinyourmarketingbudgetwouldgenerate?willhelpyouanswerkeyquestionslike:5QUESTIONSTOGUIDEYOURAccordingtotheLen

7、skoldGroup’s2010B2B•WhatarethemostimportantmarketingMEASUREMENTINSIGHTLeadGenerationMarketingROIStudy,themetricsformetouse?mostcommonanswertothisquestionis•HowcanImeasuremyvariousmarketing1.Whatareyourspecificobjectivesformarketing“IDon’tKnow.”programs’impact

8、onrevenueandprofit?investmentandhowwillyouconnectyourForty-fourpercent(44%)ofqualifiedinvestmentstoincrementalrevenueandprofit?•HowcanIbestcommunicatemarketingmarketershavenoideawhata10%b