Marketing Analytics Services and Implementation
At marqeu, with our marketing analytics services, we live and breathe data when it comes to analyzing the performance of marketing campaigns so as to provide an understanding of the insights around whom to engage with, through which channels etc. and enable data driven decision making around marketing budget management and investments. Whether it is about Marketing Data Warehousing and Reporting/Analytics platforms (like Snowflake, Amazon RedShift, Microsoft SQL Server, Alteryx, Tableau, Looker, Periscope Data, QlikView, Domo, Pentaho, MySQL) or Web Analytics platforms (like Google Analytics, Omniture, Hotjar), our consulting services team has advanced expertise and technical competencies around both the business aspects of marketing and what it takes to build robust marketing analytics infrastructure, implement tools and processes to provide marketing organizations with these valuable insights.
To track and continuously optimize marketing performance, ROI and contribution to revenue of all the campaigns and spend, marketing organizations more than ever require a robust closed-loop reporting system. At marqeu, our B2B marketing analytics consulting and professional services are designed to enable and empower the data driven marketers so that they are able to show the measurable impact that their teams are making across their organizations.
A closed loop reporting system between marketing automation and CRM systems enables tracking and quantifying all the marketing effort. With extensive experience and strong background in marketing reporting and analytics, our team will be able to provide visibility when it comes to tracking every single lead generated by marketing and how it is moving through the sales funnel and the impact of each marketing engagement on the pipeline and revenue.
As part of our B2B marketing analytics services, we engage with marketing leaders to understand the operating model of their sales and marketing organization, the KPIs that are important for them, the definitions they use and then we go back to the drawing board to build custom reports and dashboards that provide actionable insights to continuously optimize marketing strategy and make informed decisions.
Our Expertise Spans Across Commonly Used Marketing Analytics Tools
Campaign Performance Reporting
Depending on it’s intent (awareness vs demand generation vs pipeline acceleration), each campaign that is executed requires a set of metrics that can inform the marketer about the performance of the campaign both in the terms of the extent it was able to engage with the audience and also in terms of it’s impact on the pipeline. The Campaign Performance Reporting at marqeu consists of a framework of a set of KPIs to empower the marketers with these data points so that they can objectively evaluate the performance of their campaigns. The KPIs consist of:
- Soft Metrics for email campaigns like opens, clicks, CTR
- Engagement Metrics like downloads, responses, MQLs
- Sales Metrics like SQLs, SALs, Pre-Post pipeline influence across the demand waterfall
Marketing Budget and Spend Management
When it comes to marketing reporting and analytics, the number 1 ask we get from marketing leaders across all our engagements is to have the capability in place for tracking and analyzing marketing spend and marketing ROI. Given that marketing is increasingly being asked to quantify its impact on driving and accelerating pipeline, the ability to answer marketing ROI related questions on the fly and make data driven decisions around marketing spend has turned out to be a critical need for marketing leaders irrespective of the size of the marketing team and budget they are managing. We at marqeu are very proud of the extensive work that we have done to empower marketing leaders with these business critical capabilities.
Needless to say that getting these capabilities in place is a lot of work from creating frameworks to allow marketers capture, track the marketing spend data, marketing data marts to cross-hatch the spend data with the pipeline data/revenue and analytics to providing visibility into marketing ROI.
Across most of our engagements, we come across 2 common roadblocks that always makes it challenging to provide visibility into marketing budget spend and performance are:
- The ability to stitch marketing spend and marketing performance (2 very different) data sources together. Spend data is either with finance, Marketing Resource Management (MRM) platform or in some excel sheets floating around where as the pipeline data lives in crm.
- The problem with a typical crm and campaign management set-up where in to track marketing spend on a monthly, quarterly basis, marketing teams have to re-create the campaigns, which in turn needs the program URLs and utm codes to be updated as well – all this is a nightmare for marketing operations to manage regularly and despite their best efforts, it is always challenging with analytics to present a holistic view of campaign performance, ROI and spend for each of the campaigns in a given time frame.
We have been working with all these challenges and given how critical spend and budget management are for marketing leaders, we decided to build a better solution to enable marketers track the budget spend easily and accurately. We realized that all kinds of budget spend tracking is done in alignment with marketing automation and crm data so rather than having this interrelated data across different platforms (which are super expensive to manage), we could very easily store the marketing spend data at the same place inside crm where campaigns are created.
With this end goal in mind, we went to the drawing table. After spending a considerable amount of time and effort, we successfully built a solution natively inside Salesforce.com to not only enable logging and tracking of costs within the campaigns but also having the ability to enter multiple different spend line items, which would allow tracking the spend at monthly quarterly and yearly intervals as well as aggregate views of time to date spend for a particular campaign. Since this data is available within the campaigns object of Salesforce.com, it can be easily combined with the demand waterfall metrics to track KPIs like cost per lead, cost per MQL, aggregated cost for different campaign types and lead sources. Also, this spend data can be analyzed through standard Salesforce.com reports and can be extracted in marketing data warehouses for more advanced analytics like marketing ROI.
Our unique way of organizing spend and budget management has been a huge success across all our customers.
Let’s discuss how we can help you measure the impact your organization is making.