Marketing Metrics that Matter

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Marketing Metrics that MatterCreating marketing KPIs that move your business

Maxymiser User ForumLondon, 30 April 2019

Confidential – Oracle Restricted

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. |

Speakers

Nick FleetwoodDirector of Strategy &

Analytics, EMEA

Kate LorenConsulting Services

Manager, EMEA

Daniela JonovaPrincipal Consultant, EMEA

Rhett ThedvallCloud Infinity Solution

Specialist, EMEA

Jonathan BannerManager, DMP & Infinity Services Manager, EMEA

Gijs VerryckenSenior Director Product

Management, Maxymiser

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Agenda09:30 – 10:00 Breakfast and Registration10:00 – 10:05 Welcome and Introduction

Nick Fleetwood, Director of Strategy and Analytics, EMEA, Oracle10:05 – 10:25 Introduction to Modern Marketing KPI Setting

Kate Loren, Consulting Services Manager, EMEA10:25 – 11:00 Creating Your KPI Map Workshop11:00 – 11:20 The Psychology of KPI Setting in Your Business

Daniela Jonova, Principal Consultant, EMEA, Oracle11:20 – 11:45 Break11:45 – 12:10 KPI Setting and Reporting in Eloqua

Gijs Verrycken, Senior Director Product Management, Maxymiser12.10 – 12:40 Introduction to Oracle Infinity and Next-Gen KPI Dashboards

Rhett Thedvall, Cloud Infinity Solution Specialist, EMEAJonathan Banner, DMP & Infinity Services Manager, EMEA

12:40 – 13:00 Panel Q&A and Close13:00 – 14:00 Networking Lunch



Introduction to Modern Marketing KPI Setting

Nick FleetwoodServices Director, EMEA

Kate LorenConsulting Services Manager, EMEA






When things don’t add up….


Disconnected


Markus Anecodote


15% increase on Open Rates & Click Throughs for

our emails compared to last year

35% increase on Click Throughs from our online media spend

compared to last year

We had an increase of 21% on Webinar

Registrations through the year

We generated a 25% increase on MQLs

compared to last year.


Markus Anecodote


That sounds amazing

BUT……

I don’t see any change in our bottom line….

11


Metrics

• Metrics are measurements

• Metrics are only important when you start making comparisons, until then they are only numbers

• Metrics are good for forecasting and benchmarking

• Metrics are important – but only in the right context

KPIs

• KPIs add context

• KPIs give substance and weight for your business to the detail from your metrics

• Not every metric you measure can be “key”

• KPIs are important – but only with the right metrics


Metrics vs. KPIs….. it’s subtle!


Purchase conversion

Returns rate/ value

AOV

Application Submit

Quote retrieval

Ave. policy value


Metrics influencing your KPIs – Example

KPI

Metric 1

Metric 2

Metric 3

Metric 4

Metric 5

Metric 6

Business Marketing


Metrics influencing your KPIs – Example

Revenue/ Margin

Business

Purchase conversion

Returns rate/ value

AOV

Application Submit

Quote retrieval

Ave. policy value

Marketing

The complete picture from all metrics contributing to

this KPI performance is needed to create an

effective strategy

Retail Finance

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Who owns the story?


What does each business level need?

Marketing Exec

Marketing Manager

CMOCEO / CFO

Board

I got the campaign built and launched on time to the intended audience

with the relevant metrics firing correctly

The campaigns have been run successfully. What level of uplift or engagement have we

managed to get?

What ROI have we generated from the

campaigns that I can reliably communicate to

the CMO?

Is revenue from my marketing activity

increasing compared to last year? How are my

costs year on year?

Am I on track with my overall growth plan for

the business for this FY?

Is our marketing spend having the effect we want on our bottom

line – if so, why? If not, then what do we need

to change?What is our market

share – is it increasing?What is the market

telling us?

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Workshop:Creating Your KPI Map

17


Introducing Fashion Now! PLC

• 1,000 employees based in EMEA

• Fashion Retailer, that has a big online presence & 25 stores across EMEA

• Black Friday is 4 months away!

• It’s the biggest single selling day for your brand, but there is pressure to reduce the amount on discounting over the period


Your Challenge• The CEO has challenged our CMO to deliver the best

performance ever for Black Friday and Cyber Week

• We need to generate the highest revenue the business has ever done on the day → the target is £7.8M for Black Friday event day, which is a 30% increase y/y

• We need to collaborate across our marketing functions and business to define the best ways to measure the success of this Black Friday

• You need to decide…

• What metrics by channel that you will track from your campaign activity

• What metrics your CMO will be looking at (beyond just revenue)

• What metrics your Snr Business Leadership will be looking at

• You then need to decide how these roll up from Campaign to Business KPI Reporting


Marketing Exec

Campaign

CMO / Marketing

& Sales Leadership

CEO / Board

Comms Channels Sales Post-Sales

Costs Revenue Marketing / Sales Satisfaction

Margin Shareholder Value Press

Metrics /KPIs

Metrics /KPIs

Metrics /KPIs


You have until 10:55am’ish

Good Luck!



How did you get on?



Revenues

Costs

ROI

EBITDA

Revenues

ROI

Lifetime Value

Costs Segmentation

Acquisition / Retention

Market Growth

Share Price

Campaigns

Satisfaction

Channel / Content

Engagement

Branding

Loyalty

Loyalty

Engagement

Marketing ExecMarketing LeadershipCMOCEO / Board


Marketing ExecMarketing Leadership


CMOCEO / Board

Revenue (£)Customer

Revenue (£)Revenue Per Shopper (£)

Average Order Value (£)

Average Quantity (Q)

Average Per

Unit Price (£)

Conversion Rate (%)

Add To Basket Probability (%)

Shopper Checkout Rate

(%)

Number Of Shoppers (Q)

User Retention (%)

Churn Rate (%)

Expansion Rate (%)

User Acquisition (Q)

Customer Lifetime Value (£)

Monthly Recurring

Revenue (£)

Customer Lifetime (Q)

Email• Opt-in Rate• Send Volume / Frequency• Bounce Rates• Open Rates• Click Rates• Rev. per Email• Unsub / Spam

Web• Conversion Rate (multiple)• Total Number of Sessions or

Visits• Value per Visit• Bounce Rates• Time Spent• Exit Pages

Display• Impressions• Click Rates• Traffic Source

Push• Opt-in Rate• Send Volume / Frequency• View Rate• Click Rates


Marketing ExecMarketing LeadershipCMOCEO / Board

CustomerAcquisition

Cost of Good Sold (COGS)

Variable Costs

Fixed Costs

Costs (%)

Mix of Sales

Marketing Investment

• Creative Cost• Content Cost• Resource Cost• License Cost(s)• Send / Interaction Cost(s)• Media Cost• Personal Selling Costs• Recruitment / Training• Analytic Cost

• Online / Offline Event Cost• Webinar Creation Cost


The Psychology of KPI Setting in Your Business

Daniela JonovaPrincipal Consultant, OMC Strategic Services



Feeling / State


Reality2,000,000 bits

DeleteDistort

Generalize

Map VS Library

Meaning

Action / Response

A map of 130,000 bits

Understanding NLP


Marketing is now the science of Customer

Experience



Technology

Data

Customer

Maturity | Architecture | Innovation

KPIs | Analysis | Modeling

Persona | Journey | Content

MarketingDNA

OperationsOrganisation| Skills & Roles| Process


1. What outcomes can I expect?

This engagement assesses the most important KPIs for monitoring your marketing performance. It provides a clear KPI and Objective map unique to your business that shows how KPIs can aggregate to a macro measurement structure and be used to drive your business.

2. Who is it for?

Clients who:

• Are struggling to measure their marketing performance

• Are trying to link marketing KPIs to business objectives

• Are seeking to bring together the business to agree on KPIs and measures

3. Who will be involved?

• CMO / Head of Marketing (approver)

• Marketing Management Leads

• Customer Insight / Data Science

• Finance Mhisarketing Lead

4. Deliverables:

A fully validated KPI and Objective Map aligned to a strategic roadmap of short and long term recommendations around elevating your approach to measuring your marketing maturity.

Objectives, KPIs & Measurement

C. Documentation

Complete a full review and summarise findings, incorporating proposed solutions for identified challenges. Defining KPIs for improvement and recommendations on how to improve poor performing KPIs.

D. Next Steps

Provide all documentation including:

• Executive Summary

• KPI & Objective map

• Aligned roadmap containing recommendations for short and long term activities to target improvements in KPI performance

B. Workshop

This facilitated discussion will focus on achieving the following actions:

• Assess KPIs against OMC and customer Overall Benchmarks

• Creating aligned objectives to Macro KPI Sets

• Agree timeframes for reviews and updates

• Highlights on insights gained

A. Discovery session

The first call is about building the relationship, uncovering your needs and determining how a best practice approach will have desired impact. Expect questions like:

• What are the current KPIs being reviewed?

• Are KPIs segmented?

• What other KPIs influence business success?

• How frequently are KPIs reviewed currently?

Data Accelerator

PACKAGE INCLUDES

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Introducing the Marketing Balanced Scorecard


Strategy Map (Simplified)Strategic

ObjectivesKPIs Initiatives

Technology Accelerators

Operations Accelerators

Data Accelerators

Customer Accelerators

Adopt New Technology

Review MarCommMaturity

Integrate Single

Campaign Solution

Centralise Marketing Functions

Review Campaign

Process

Generate Golden

Customer View

Produce Real-time

KPI reporting

Model Channel

Optimisation

Define Customer Personas

Define Customer Journey

Rebrand Digital

Advertising

• Increase Marketing Revenue

• Increase Audience Share

• Increase speed of dashboards

• Simplify customer records

• Decrease campaign time to under 3 days

• Reduce HC

• Reduce / Simplify Marketing Stack

• Conv Rate• CPM• AOV• Retention

• Data provision• Data accuracy

• Campaign speed

• HC Costs

• Tech Costs• Tech Adoption

• Rebrand• Customer Personas• VIP Customer

Journey

• Centralise Data to Golden View

• Optimise Channel Model

• Build COE• Optimise Campaign

Process

• New MarCommsupplier

• Integrated Architecture


Networking Break!Please be back and ready to start at 11:45am



KPI Setting & Reporting in Maxymiser

Gijs VerryckenSenior Director, Product Management, Maxymiser


Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Restricted

KPI Setting & Reporting in Maxymiser

Gijs VerryckenSenior Director Maxymiser Product ManagementApril 2019


Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not acommitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, timing, and pricing of any features or functionality described for Oracle’s products may change and remains at the sole discretion of Oracle Corporation.



Program Agenda

Setting up & tracking KPIs

Upcoming product enhancements

1

2

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 38Confidential – Oracle Restricted

Setting up & tracking KPIs


Tracking KPI (Actions ~ CR) & long term metrics (shared actions ~ revenue)



Shared actions



Shared campaign components in an intuitive UI


Easily create and manage reusable campaign components with an all new UI

Whether it’s a collection of URLs you would like to group and test on regularly, or configure Site Scripts and Site Actions which can be re-used in multiple campaigns, our new Shared Campaign Components will make this much easier and possible within Campaign Designer

19B/C

Coming Soon


Campaign performance report



Campaign Performance Report Settings

• Minimum detectable uplift

• Normalised report



Insights – Audience insights



Insights – Campaign insights



Upcoming product enhancements


Maxymiser Roadmap: Focus Areas

Connected Data

Analytics + Optimization

Connected Experiences

Usability, Tight Integrations

Connected Intelligence

Personalization

Photo credit: https://unsplash.com/@rcrazy


Copyright © 2019 Oracle and/or its affiliates. All rights reserved. |

Introduction to Oracle Infinity & Next-Gen KPI Dashboards

Jonathan BannerEMEA DMP & Infinity Services Manager

Rhett ThedvallCloud Infinity Solution Specialist, EMEA

•Confidential – Oracle Restricted


SUPER QUICK TRACK

WHY?

WHAT?

DIRECTION

ANALYTICS

STREAMS

DASHBOARDS



Why?

50


Oracle Infinity Platform – high level architecture

51

ORACLE INFINITY DATA PLATFORMActionable digital intelligence at scale, in real time

Digital AnalyticsEnterprise web &mobile analytics

Data ConnectorHigh volume, secure data delivery of visitor records

APPSStreams

Real-time event & visitor session

Exploration and segmentation

Action CenterIntegration hub for

remarketing and “light” data delivery



Infinity as OMC Core Data Platform

B2B or B2C Campaigns

Behavioural Data In

Click Stream

Content &Commerce

Social

Dat

a M

anag

em

en

t U

I

OM

C T

ag /

OM

C S

DK

Infinity OMC Data Lake

ID Resolution

External Data In

Data Extensions Predictive / Machine Learning

User Behaviour Store

Data API / Query as a Service

Triggering / Action Center

Visualisations / Streams

Analytics / Dashboards

52


Infinity - AnalyticsRhett ThedvallCloud Infinity Solution Specialist, EMEA



powered by

✓ Page Views✓ Cart add/remove✓ Product Filters✓ Time spent✓ Hovers✓ Scroll Depth✓ Form fields ✓ Video interactions & milestones ✓ Tab navigation✓ Search terms✓ Document Downloads

+ Much much more…….

Supercharged data collection


200+ Standard Parameters


Browser NameBrowser Type

Developer Platform Desktop

Browser

Flash CapabilityTouchscreen

Television

Windows MobileArea Code

Country CodeCity

StateRegion

Region Language

OS NameSearch Engine

Search PhraseDuration Limit

Time Active App Ad Impression

App Ad Name

Local TimeWindow Size

Video Content TypeVideo Duration

Video NamePercentage

Played

Video Provider

Product GroupProduct ID

Product Manufacturer

Product SKUSegment

Screen Resolution

Cart ID

UnitsTime Zone

New Visitor for account

Visitor ID

Invoice NumberRegistered

Visitor

Campaign ID


Infinity Demo



DashboardsAt-a-glance view of results summarised by Report Collection. To be delivered across B and C releases.


Glimpse into the future….


Infinity - StreamsJonathan BannerDMP & Infinity EMEA Services Manager



Streams! - Example

https://Shop.maxymised.com


https://shop.maxymised.com/


Streams Demo


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Oracle Infinity


Real Time Data Collection

Real Time Insights

Real Time Data Delivery

A modern data collection, data streaming, and digital analytics platform for multi-channel business intelligence and marketing action.


Panel Q&A & Close



Thank You


Marketing Metrics that Matter

Documents