How to Improve Marketing Efficiency

Through Advanced Analytics

Marketing Professionals

Leahanne Merritt: salesforce.com

Jeffry Mummert: salesforce.com
Marko Koosel: salesforce.com
Amy Mildren: Plantronics
Housekeeping

 We have wireless!
 Q&A on our Session Record
– How to Improve Marketing Efficiency ...
 Leahanne Merritt
Senior Customer Success
Manager, salesforce.com
 Amy Mildren
Senior Application Architect,
Plantronics
 Marko Koosel
Senior Product Manager,
salesforce.com
 Jeffry Mummert
Principal Sales Engineer,
salesforce.com
Agenda

 The “metrics” discussion

 Manage your data and go beyond standard analytics
functionality
 Q&A
Marketing Concepts in Two Minutes
Tie it All Together

Concepts

Metrics

Measurement
Mind Your Metrics

Cost per
Response
Campaign
Rate
Opportunity

CAMPAIGN
Cost per $
Won
ROI Lead
Conversion
Rate

Campaign
Effectiveness
Why Bother?

 Is this You?
– “I know half of my advertisement budget is wasted,
I just don’t know which half.”
Performance, Improvement, Accountability

 Achieve your company vision

 Calculate and improve effectiveness
 Look out for problems
 Improve communication
 Get executive buy-in
 Justify your existence
How Plantronics is Leveraging Marketing
Analytics
Data Is the Key to Your KPIs
The Votes are In!

 Lead Conversion Rate

 Cost per Campaign Opportunity
 Campaign ROI
Lead Conversion Rate

Number of Leads Converted

Number of Leads Created

Cost per Opportunity, Cost per $1000 Of Pipeline

Campaign Actual Cost

Number of Opportunities for All Stages

Campaign Actual Cost

(Opportunity Revenue for All Stages / 1000 )
 Campaign ROI

(Total Value Closed Won Opportunities Campaign Actual Cost

Campaign Actual Cost

Lead Conversion Rate Example

 Report Formula to
Calculate Metric
(Conversion Rate)
 Multiple Metrics in a single
Dashboard Component
(Table)
 Totals for Metrics in the
Component
Campaign Cost Per Oppty & Per $1k of Pipeline
Revenue
 Multiple Metrics in a
single Dashboard
Component (Bar Chart
& Line Graph)
 Multiple Report
Formulas
Top 5/Bottom 5 Campaigns by ROI

 Limit Number of Rows

in Report
 Leverage “ROI”
Auto-Calculated Field
in Campaign Report
Type
 Chatter on Dashboard
Performance
And Coming Soon…Collaborative Analytics
 Follow metric/gauge components
 Share a component with a Dashboard Feed
 Share a component to User or Group feed
 Get notified of significant data changes
Chatter Q&A
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