This document discusses bridging the gap between marketing and finance departments by connecting marketing ROI with financial ROI. It outlines how each department typically views the other and proposes four ways to start tracking goals jointly: 1) Start on the same page by defining success metrics and formulating a plan; 2) Set specific and realistic measurable goals; 3) Test initiatives on a small scale before broader implementation; 4) Regroup and share a wrap report on metrics, insights and follow-up actions. Common missteps in measurement like lacking context or focusing only on data are also addressed.

1. BRIDGING THE GAP
CONNECTING
MARKETING ROIWITH
FINANCIALROI
@garyedgar

2. MARKETING
VS
FINANCE

3. HOW MARKETERS SEE FINANCE
• Hate spending
• Constantlylooking forjustification
• Stickwithwhatworks
• It’s always about the ‘bottom line’

4. HOW FINANCE SEES MARKETERS
• Spend thrifts
• Want to dowhat’s cool– not
necessarilywhat’s practical
• Creativitycan’t be quantified
• It’s allabout ‘brand awareness’

5. HOW DO WE BRIDGE THE GAP?
• Howdoyou connect both areas efforts?
• Howcanyou track and delivermetrics that
appease both departments?
• Howdoyou get everyone to love one
another?

6. ?SECRET FORMULA

7. THERE ISN’T ONE

8. WHAT ARE YOU TRYING TO MEASURE?
• Sales
• CustomerSatisfaction
• Business Leads
• Cost benefits ofsocialcustomerservice
• Customerretention
• Etc….

9. MOTIVATIONS
• Finance’s needs
• Marketing’s needs
• Where does the overlap
exist?

10. 4 WAYS TO START
TRACKINGGOALS

11. 1. START ON THE
SAME PAGE
• What does success look
like?
• Define the related success
metrics
• Ensure the proper
infrastructure exists
• Formulate a plan a stick to it

12. • Increase sales leads
• 100 newbusiness leads
generated through ourwebsite
• Site analytics
• Trackableweb links
• Ad orcontent tracking data
• Formulate an approach/plan

13. 2. SET MEASURABLE
(& REALISTIC) GOALS
• Be specific –vague goals generate
vague metrics
• Bettergoal-setting allows fora more
targeted and specific campaign
• More detailwillprobablycost more
money

15. 40%
PAGE ENGAGEMENT
15,000 FANS
IN FIRST YEAR
33%
INCREASE IN PRODUCT SALES

16. 3. TEST AND LEARN
• Start smallwith a reasonable sample size
• Testyourhypothesis before trying it on a
largerscale
• Be nimble and be prepared to pivotwith
yourexecution

17. CASE STUDY
• DriveretailsalesoftheHusqvarnaToysat
theLawnmowerHospitalbypromotinga
anexclusiveFacebook.offer
• Offertargetedonlytosurroundingareas
andforalimitedtime
• Redemptionwasonlyavailablein-store
• Linksweretrackedforclicksforbuying
intention
• Redemptionsweretrackedinstore

18. 4. REGROUP AND SHARE
• Deliveran ‘end-of-campaign’wrap report
to review
• Focus on associated metrics and analytics
• Ensure report includes keyinsights, take-
aways and actionable items forfollow-up
campaigns

19. COMMON
MISSTEPSOF MEASUREMENT

20. LET THE NUMBERS WORK FOR YOU

21. ADD CONTEXT

22. AVOID DATA PORN

23. MAKE IT VISUAL

24. DATA INFORMS INSIGHTS

25. REVIEW

26. • Start on the same page
• Set measurable (& realistic) goals
• Test and learn
• Regroup and share

27. CONTACT
Gary Edgar
gary@ruckusdigital.com
+1 (416) 934-2119