Commence an end to end marketing program effectiveness analysis, including automation, journey, channels, lead generation, conversion and revenue generation.
The marketing program effectiveness analysis walks you through and end to end analytical exploration starting from your marketing plan all the way to Return Of Investment and attribution Sales vs. Marketing. Start your exploration on the Home page that provide a high level overview of your marketing activities. Then go to the marketing plan to see in a Gantt chart when your customer journeys run and which messaging is used. At the next station you find out who exactly in your audience is included and what feedback and interactions has been detected. Also compare in a leader board which of your automated marketing activities performs best.
Next stop is the lead generation – find out which leads get created from in bound vs. outbound marketing activities, stages and related customer interaction. Explore then further the full lead pipeline where you find all leads, whether they are inbound/outbound or sales generated grouped by their current stage – as they leave marketing and go through teleprospecting and finally become sales accepted. At the end of the exploration the Return Of Investment report helps you to see where the opportunities with most budget, highest estimated revenue and actual total amount have been generated, in inbound or outbound marketing or generated by direct sales activities.
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This analytics report consist of the following report pages:
- The report homepage with an overview
- Your marketing automation plan in a Gantt chart
- Journey reach: find audience members included in your marketing automation with their related activities
- A leader board for your marketing automation by different activities of your audience
- The lead generation performance analytics of your customer journey automation
- Lead pipeline report for in- and outbound lead generation, Sales & Marketing leads generation
- The ROI report shows you aggregated budget vs. total amount and revenue split by opportunities generated from inbound & outbound marketing and from sales activities.
this article about the marketing analytical reporting framework.
Every report features a set of standard pages provide inside in the data generated by your organization.
The email marketing report home page
Each report include a filter pane on the left that lets you select quickly the relevant marketing activities to focus on. You can also chose the relevant time frame for your exploration.
The report home page gives you a quick overview on your core marketing automation objects, your customer journeys and email marketing messages.
The marketing automation plan overview
The Marketing plan presents a Gantt view of your marketing automation activities
The marketing plan report allows you to see all your customer journeys in a Gantt chart together with the respecting marketing messaging. You can apply filters through the slicers from that view that sync across other reports. This helps you to set the scope for your explorations.
Journey reach report
The journey reach dives into who has been addressed and responded in your marketing automation activities.
In this report you will see all the audience members that have been included and for whom actions have been dispatched in your marketing automation. A “dispatchment” means that a contact has been pushed – typically from a segment – into the customer journey automation pipeline.
You can search among those dispatched contacts by their email address or by name. Dive into details per included contact or aggregated on customer journey level.
Leaderboard – your most successful email marketing automation activities
The leader-board shows which of your marketing automation plans perform best!
Find your best performing customer journeys with the respective audience interactions ranked for different criteria: most unique opens, clicks and conversions (leads captured), subscriptions and more. Select the criteria, compare customer journeys or compare emails across select or all customer journeys in which they appear.
Your marketing lead generation flow originating from inbound / outbound marketing
The lead generation report helps you to find out which leads get created from in bound vs. outbound marketing activities. Outbound leads will have the originating customer journey field set
, stages and related customer interaction
Your lead pipeline – see your current leads originating from inbound / outbound marketing and from sales
In the lead pipeline report all leads originating from Marketing are grouped by their sales stage. The leads are split by leads coming from inbound and outbound marketing activities. The leads start originating from marketing move through the teleprospecting ready and – accepted stages into the sales accepted and sales ready. Leads that are sales ready will often been picked up by as the most promising leads to more focused drive for sales.
ROI report – judge on the effectiveness by the return Of your marketing investments
Compare revenue generation originating from from inbound / outbound marketing and Sales
The Return Of Marketing Investment pipeline report splits your opportunities into three groups to help you attribute respective generated revenue to your marketing activities or to direct sales. Each group shows the number of opportunities, the total project budget amount for the opportunities in this group, the estimated revenue and the actual total amount.
The group association is done through the originating leads based on whether those originate from customer journeys, marketing pages, or sales campaigns.
The first block are the opportunities that originate from Sales campaigns. The second block aggregates all opportunities that originate from inbound marketing – they have been created from an inbound visit on a marketing page but without that an outbound customer journey could be attributed to the lead. The third are all the opportunities that have been attributed to a customer journeys.
This reports assumes all customer journeys to be outbound. But you can consider extending your journey model data with inbound vs. outbound classification and associate respective opportunities accordingly – if this is relevant for your marketing automation configuration.