Campaign Performance Demo Overview
Campaign Performance Demo Overview: Analyze an organization’s marketing campaigns
Jennell McIntire - Last Updated 12/22/2011
Contents
Purpose ......................................................................................................................................................... 3 Data ............................................................................................................................................................... 3 Analysis ......................................................................................................................................................... 3 Conclusion ..................................................................................................................................................... 4
Campaign Performance Demo
Purpose The purpose of the Campaign Performance Demo is to provide organizations with a way to analyze the effectiveness of their marketing campaigns. Users can evaluate campaigns from various perspectives from opportunities generated down to the responsiveness of individual campaign members. The Campaign Profile and the Marketing Contribution sheets can be filtered to show values for either influenced opportunities or primary opportunities by selecting the appropriate button. Influenced opportunities are opportunities with an associated target that has responded before the closed date of the opportunity. A primary opportunity is an opportunity with an associated target that has responded to the campaign and that campaign was the last one responded to prior to the opportunity being created. For demo purposes, the Campaign Performance Demo assumes the current date is November 30, 2011.
Data The Campaign Performance Demo contains data from Salesforce including campaigns, campaign members, leads and contacts (which are referred to as targets in this demo), accounts and opportunities. An Excel spreadsheet listing web visits by month for 2010 and 2011 is also included as a data source.
Analysis Below is some of the analysis that can be performed in the Campaign Performance Demo by sheet: Dashboard - Use this sheet to see if the year-to-date leads are healthy and growing. Compare the opportunities created and where they are in the CCS stage pipeline and evaluate marketing’s contribution. Analyze web visits to company's website as well. Campaign Profile - Use this sheet to analyze top campaigns by various campaign profile attributes such as campaign type, sector, job function and industry. Marketing Contribution - Use this sheet to analyze the value of opportunities and number of opportunities in a CCS stage and the influence marketing has had in the number of opportunities generated. Performance - Use this sheet to analyze campaign member’s (targets) responses to campaigns and to view detailed campaign and opportunity information. Demographics – Use this sheet to analyze the demographics of the campaign members by various dimensions.
Campaign Performance Demo
Accounts / Targets - Use this sheet to determine top accounts/companies and the targets within those accounts/companies that are associated with opportunities. On this sheet, a sales representative can select one of their top accounts/companies and view the responses from that company as well as the value of any opportunities. The sales rep can drill down further to the targets within that account to see who is most responsive and who is associated with the most opportunities. Member Report - Use this sheet to generate a list of campaign members to follow-up with after a campaign. View the status of campaign members as well as their marketo lead score.
Conclusion The Campaign Performance Demo can be used by a marketing director to analyze campaign performance or a sales representative to determine the best target at an account to contact. The Campaign Performance Demo provides reporting and analysis from a high campaign level down to a detailed campaign member level to meet everyone’s needs.
Campaign Performance Demo
Jennell McIntire - Last Updated 12/22/2011
Contents
Purpose ......................................................................................................................................................... 3 Data ............................................................................................................................................................... 3 Analysis ......................................................................................................................................................... 3 Conclusion ..................................................................................................................................................... 4
Campaign Performance Demo
Purpose The purpose of the Campaign Performance Demo is to provide organizations with a way to analyze the effectiveness of their marketing campaigns. Users can evaluate campaigns from various perspectives from opportunities generated down to the responsiveness of individual campaign members. The Campaign Profile and the Marketing Contribution sheets can be filtered to show values for either influenced opportunities or primary opportunities by selecting the appropriate button. Influenced opportunities are opportunities with an associated target that has responded before the closed date of the opportunity. A primary opportunity is an opportunity with an associated target that has responded to the campaign and that campaign was the last one responded to prior to the opportunity being created. For demo purposes, the Campaign Performance Demo assumes the current date is November 30, 2011.
Data The Campaign Performance Demo contains data from Salesforce including campaigns, campaign members, leads and contacts (which are referred to as targets in this demo), accounts and opportunities. An Excel spreadsheet listing web visits by month for 2010 and 2011 is also included as a data source.
Analysis Below is some of the analysis that can be performed in the Campaign Performance Demo by sheet: Dashboard - Use this sheet to see if the year-to-date leads are healthy and growing. Compare the opportunities created and where they are in the CCS stage pipeline and evaluate marketing’s contribution. Analyze web visits to company's website as well. Campaign Profile - Use this sheet to analyze top campaigns by various campaign profile attributes such as campaign type, sector, job function and industry. Marketing Contribution - Use this sheet to analyze the value of opportunities and number of opportunities in a CCS stage and the influence marketing has had in the number of opportunities generated. Performance - Use this sheet to analyze campaign member’s (targets) responses to campaigns and to view detailed campaign and opportunity information. Demographics – Use this sheet to analyze the demographics of the campaign members by various dimensions.
Campaign Performance Demo
Accounts / Targets - Use this sheet to determine top accounts/companies and the targets within those accounts/companies that are associated with opportunities. On this sheet, a sales representative can select one of their top accounts/companies and view the responses from that company as well as the value of any opportunities. The sales rep can drill down further to the targets within that account to see who is most responsive and who is associated with the most opportunities. Member Report - Use this sheet to generate a list of campaign members to follow-up with after a campaign. View the status of campaign members as well as their marketo lead score.
Conclusion The Campaign Performance Demo can be used by a marketing director to analyze campaign performance or a sales representative to determine the best target at an account to contact. The Campaign Performance Demo provides reporting and analysis from a high campaign level down to a detailed campaign member level to meet everyone’s needs.
Campaign Performance Demo
