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1. How-To Guide
Marketing Tools & Techniques
Executive Summary
Decisions need to be supported by sound information. Obtaining information and
translating it into actionable and predictive insight is a difficult challenge. Don't reinvent
the wheel; leverage tools & techniques that have been proven to work. Following is a list
of tools & techniques that will help you to demonstrate marketing ROI and develop
marketing dashboards.
This How-To Guide will outline the following:
 Key analytical tools & techniques
 Action plan for getting started
Key Analytical Tools & Techniques
 Perceptual Mapping
These maps take empirical customer-based evaluations of key brand attributes and
translate this data into visual maps. These maps provide a method for calculating
the ROI of positioning changes, identifying product strengths & weaknesses and
determining unmet customer needs. Click here to learn more.
 Resource Allocation
By combining management science, historical data, and executive judgments, this
model can be used to size and allocate marketing resources such as salesperson
headcount. Click here to learn more.
1 © 2012 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide
 Bass Diffusion Model
Use this technique to accurately forecast revenue for a new product where you have
no historical data. Click here to learn more.
 Markov Chains
This technique can be used to understand the future of your market such as how
your customers will make purchasing decisions. Many organizations have used
Markov chains to forecast the impact of market changes. Follow this link to learn
more about this technique.
 Marketing ROI
Measuring return on investment is one of the most frequently used methods for
analyzing the success of marketing programs. Follow this link to learn more.
 Decision Trees
This technique provides a method for breaking large decisions into manageable
pieces, analyzing the expected outcomes, and determining potential payoffs. Click
here to learn more.
 Simulation Tools
Using turbocharged Excel spreadsheets can provide insight into the effectiveness of
a particular marketing program.
2 © 2012 Demand Metric Research Corporation. All Rights Reserved.

3. How-To Guide
 Competitive Radar
Use Demand Metric’s Competitor Analysis Tool to graphically represent your
competitive matrix.
Action Plan for Getting Started
1. Learn Techniques - conduct further research & analysis of the preceding tools &
techniques to determine if you have requirements in areas they address. Most
organizations could benefit from analytical decision-making frameworks, but don't
invest the time to understand their applications.
2. Select a Pilot Technique - challenge yourself to learn one new technique. Once you
get the hang of these methods, you will impress your senior management team by
providing relevant and timely recommendations based on your analysis.
3. Make Recommendations - once your pilot tool is developed, communicate its
purpose with the senior management team. Provide recommendations based on the
results from your analysis.
4. Add More Techniques - once you have mastered one analytical technique, begin to
learn how other techniques can be incorporated into your decision-making
processes.
5. Determine Dashboard Capability - many of these techniques are integral to creating
a marketing dashboard that provides visibility and predictive insight. Read Demand
Metric's Research downloadable guide, Get Ready to Measure Marketing
Performance, and go through the associated Dashboard Readiness Assessment to
determine if you are ready.
3 © 2012 Demand Metric Research Corporation. All Rights Reserved.

4. How-To Guide
6. Implement a Dashboard - read Demand Metric's Implementing Effective Marketing
Dashboards to learn how to move forward with this idea. This report will outline what
dashboards are, what benefits they offer, and implementation best practices.
7. Build a Dashboard - use Demand Metric’s Excel based Dashboard Templates as a
starting point. A few popular templates include:
 Key Marketing Metrics Dashboard
 Website Metrics Dashboard
 Social Media Dashboard
 Content Marketing Dashboard
 Business Strategy Dashboard
 Product Development Dashboard
 Sales Operations Dashboard
 Webinar Metrics Dashboard
 Sales & Marketing Executive Dashboard
 Public Relations Dashboard
 Mobile Marketing Dashboard
 Management & Leadership Dashboard
 Lead Generation Dashboard
 CRM Program Metrics Dashboard
Bottom Line
Credibility stems from accountability and the ability to back up your recommendations
with solid evidence. Master analytical techniques and deploy a toolset that can be used
to inform marketing decisions, measure market conditions, and provide actionable,
predictive insights.
4 © 2012 Demand Metric Research Corporation. All Rights Reserved.