Scorecard

1. Scorecard
Data Driven
@kevinsigliano

2. Data is available

3. Marketing Reach
Companies must take control
Brand Client Business
Purpose | Principles | Participation
Objectives
Plan | Budget | Resources | KPIs | Expected Results

4. Seek answers to important questions
• How is marketing moving the needle on our top brand objectives?
• Which channels, messages, offers and campaigns are making the biggest impact?
• What are the key insights and most important takeaways from our last big initiative?
• How much are we spending on each part of the funnel and is that the right allocation?
• Of all the lead generation tactics we are running, which are proving to be the most cost-effective? The least cost-effective?

5. More specific questions
• What is our most cost-effective social media marketing channel?
• Which messages resonate best over Twitter?
• What is the best channel for building awareness?
• What is the most efficient way to drive customer engagement? Is it also the most effective?
• Which campaign brought in the best return last year? Last quarter?
• How healthy is our brand?
• What product or line of business drives the most brand value?

6. Scorecard ^ Priorities
1. Understanding top-line growth
2. Own the customer experience
3. Dig into data-based insights
4. Operate in real-time
5. Collaborate
6. Make better decisions
7. Discover business opportunities

7. real time * agility * veracity

8. Scorecard Dimensions
ROMO :
return on marketing objectives
ROMI :
return on marketing investment

9. ROMO
• Business objective: Increase lead flow.
• Marketing objective: Find most effective content, offers and channels for acquiring leads.
• Marketing metrics: Lead generation per channel by campaign, program, content/offer.
•

10. ROMO
• Business objective: Generate more revenue from existing customers.
• Marketing objective: Find most efficient content, offers and channels for engaging existing customers and getting them to upsell or
cross-sell.
• Marketing metrics: Cost per upsell/cross-sell, revenue by channel, campaign, program, content/offer.
•

11. ROMO
• Business objective: Increase customer lifetime value.
• Marketing objective: Increase loyalty and retention.
• Marketing metrics: CSAT, NPS scores and/or loyalty program membership trends correlated with campaigns, programs and/or
content and offers.

12. ROMO
• Business objective: Decrease cost per customer acquisition.
• Marketing objective: Find most efficient content, offers and channels for acquiring new customers.
• Marketing metrics: Cost per customer acquisition by campaign, program, content/offer.
•

13. ROMO
• Business objective: Increase revenue, drive sales and/or drive e-commerce.
• Marketing objective: Find most effective content, offers and channels for driving sales.
• Marketing metrics: Revenue per channel by campaign, program, content/offer.

14. ROMI
•[return] / [cost]
๏ Optimization
๏ Effectivity
๏ Benchmark
๏ Profitability
๏ Growth Hacking

15. ROMI

16. Smart + Lean Scorecard

17. Smart + Lean Scorecard

18. Smart + Lean Scorecard

21. Scorecard | Best Practices
Engagement Service Impact Community
Share of Voice Advocacy Influence Conversion

22. Process
Collect
Clean
Normalize
1.
2.
3. Analyze
4.

23. Process
Store
Report Design
Reporting
5.
6.
7. Optimization
8.

27. Always
CPX

28. Benefits
✓ Bind tactical metrics to a strategic framework.
✓ Report performance against pre-specified criteria.
✓ Provide context.
✓ Are actionable, making next steps and decisions clear.
✓ Align the team.
✓ Tell the story of success to the wider business.
✓ Each offers transformative benefits for marketing.

29. Prof. Kevin Sigliano
@kevinsigliano
es.linkedin.com/in/kevinsigliano
+34 618 457 741