last stage In mid stage of Marketing, we have talked about the methods of analyzing the buyer journey and define the channel with the best Lead-to Opportunity rate, so we will move forward to last Stage analysis to do Marketing Impact analysis.
Last-Stage focus more on the Marketing performance and Return on Investment. We could tell from those reports that which program is the most effective one for generating revenue, and how my marketing programs are impacting total revenue.
To analyze the whole marketing impact process, we have to define First-Touch and Multi-Touch in advance for attributing the revenue generating percentage to each program of marketing. One Contact could have participated in more than one Program, so we have to attribute those programs that they have engaged with.

FT= First Touch

  • Attribute all the credit to the first program which Contact has engaged with
  • Acquisition Program =100% of the credit

MT=Multi Touch

  • Attribute equal credit to those programs which Contact has engaged with
  • Programs in between acquisition and opportunity =divided credit

last stage_FT
For the marketing impact analysis, we could make reports like….

  • How are my marketing programs impacting total revenue?

Object used: Program, Opportunity, Program Member

We could use both MT and FT as attribution method for the reports. By combining marketing revenue generated from each Channel and total revenue, we could know the percentage of revenue contributed by Marketing.

(Total Marketing Revenue generated)/(Total Revenue Generated)=

Percentage Revenue Marketing Generated

We could see from this pie chart, each color stands for a Channel, such as Email, Event-Webinar, Event-Live, SEO, Social-paid, etc. The greater portion those Channels are getting the greater the revenue they are generating. For this example, the Channel “Content syndication” and “Event Virtual” takes the 1st and 2nd place of the revenue, so we could invest more on the Channel “Content syndication” and “Event Virtual”. On the other hand, purple stands for “Webinar” which is generating less revenue than most of other Channels. Therefore, we could consider if “Webinar” is needed or not depends on the cost.
last stage_report1

  • MT influenced Pipeline by region and business scale

Object used: Program, Opportunity, Program Member, Lead Table

In addition to MT influenced Pipeline by Channel, we could also combine them with region and business scale so we could see the difference of each region market reflecting to our Marketing strategies.
last stage_report2

  • What is my ROI?

Object used: Program, Opportunity, Program Member

ROI stands for Return of Investment:

Revenue/Cost=ROI

By counting the ROI we could define how many revenue is brought by each dollar we spent as cost. From below example we are having two ROI analysis with both FT and MT as fractions. “Virtual Events” are generating the most Revenue per dollar cost in FT Pipeline ROI analysis while “Webinars” are generating the most Revenue per dollar cost in MT Pipeline ROI. Therefore, “Virtual Event” might be an efficient Channel worth making investment.

last stage_report3These are just some examples of reports for late-stage. By combing different objects and data, you could also tell the insights of each reports to seize the trend of marketing and define the most valuable Marketing Channel.

Objects used in those reports are all supported by DLM:

Program, Program Member, Lead, Opportunity

We have talked about Leads and Buyer Journey reports in the previous topics, and it is time for us to analyze not only Leads but those that brings real revenue into our company. This is how we could efficiently manage our Marketing Channel Performance, so we could make a more precise marketing strategy for target Market. For further Marketing reports could, you could reach us at dlm.trend.org.

Looking for review of First-Stage? => First-Stage analysis Looking for review of Last-Stage?=> Last-Stage analysis   First-Stage analysis Source : marketo summit 2016

Advertisements