The Marketo Measure ROI Dashboards

Transcript

Hi, I’m Lillian, the senior demand manager here Bizible. Welcome to our second introductory course series on the basics of Bizible. In this series, we’ll look at a few of the different places you can view your Bizible data. In this lesson, we kick things off by looking at the Bizible dashboards. So let’s get started.

You can use the Bizible dashboards to create reports, tables, and charts to assess how your sales and marketing efforts are performing.

The dashboard shows different data than you find in your CRM, as well as a way to visualize and understand your data. In this lesson, we will be looking at some of the different questions that you can answer using the dashboards. For more granular information regarding the different variables that you can change in the dashboards, check out the links to the right.

The Bizible dashboard reports can slice your data according to two different perspectives. The first one starts with the revenue results, and asks, which marketing or sales activities contributed to them? This is often how sales teams think of marketing attribution.

The second starts from specific marketing activities or a given marketing budget, and asks, what impact this had on revenue or ROI? This is typically how marketing teams approach the question of attribution.

Before we dive into an example for each of these, let’s introduce the different variables that you can select to customize your reports.

At the top of the Bizible dashboards page, you will find the picker tools that allow you to select the following: the date range you want to see, the channel or sub-channel you want to report on, the attribution model you want to use, and lastly, the report metrics.

There are 10 different metrics under this last menu that allow you to customize the report. This menu will require some practice to get used to, and includes things like revenue by closed date or opportunities by touchpoint date. Changing these values will change what the report is measuring and how the date range will function. Check out the link to the right for an overview of each of these individual metrics and what they do. Below these picker menus, you can see the output figures in blue boxes and the data visualization charts below them. The output figures include closed revenue, closed ROI, closed cost per deal, spend, and pipeline revenue as they relate to opportunities in your pipeline. So let’s return to the two basic questions that you can answer with the Bizible dashboards. The first one asks, starting with this amount of revenue, what marketing or sales activities contributed to it? Let’s create a report to answer this kind of question. First, you want to head over to apps.bizible.com and navigate to the marketing ROI dashboard.

To figure out the combined impact of marketing and sales activities to revenue or ROI last quarter, select last quarter, and then select all channels, full path, and revenue by closed date.

In this report, we see last quarter’s revenue that all of your past efforts generated broken down by channel. For example, if your field marketing efforts from last quarter, last year, or five years ago have resulted in revenue this quarter, they will show up in the report. In other words, you get a comprehensive breakdown by channel of the impact that all marketing or sales activities had on your revenue. The second general type of question that the dashboard’s answer is, starting with this marketing activity, what results did it generate? Let’s create a report that answers this kind of question.

Instead of revenue, we’re going to find out how much opportunity pipeline the AdWords marketing channel generated last year. To do this select last year as your date range, paid search AdWords as your channel, full path as your attribution model, and opportunities by touchpoint date as your report metric.

With this combination, we can see the number of opportunities created by any AdWords generated touchpoint that happened last year, and which resulted in an opportunity at any point from then until now. You can also see that each opportunity is broken down by the campaigns responsible for creating them.

An additional feature of the Bizible dashboard is that you can track your cost data across your different channels. The dashboard imports cost data automatically from your ad network APIs, meaning that you can see your complete ROI picture for your digital ad spend, or you can import costs manually when it comes to offline channels, such as events and direct mail.

So just to recap, the Bizible dashboards allow you to easily get insights into your ROI and marketing activity. They allow you to track cost data across different channels. And finally, the dashboards allow you to slice and dice your attribution data to get the answers to your most pressing performance questions.

In the next few lessons, we’ll look at the other ways to view your Bizible data, including through your CRM and through data warehouse.