In this video, the instructor takes a concrete example and analyzes it with you step by step to see how to use the dashboard in the real world to visualize your performance over time.
- [Instructor] Now, let's take a concrete example…and see what this dashboard is telling us.…Let's go to the marketing activity dashboard tab…of the exercise file.…In this example, we can see that we've been running…many events since the beginning of the year…with an overall budget of $187,500.…We can also see that we've been able to generate…overall 194 sales leads of which 124,…which is almost two thirds of the year's performance,…have been generated this month only.…
If we are in September,…that means we've had a much slower performance…the rest of the year.…We can see that we've totaled 13 sales…out of those activities but none this month.…This can make sense since it takes time for sales teams…to engage with their leads and plan the first meeting…where an opportunity can be identified and sized,…let alone signed.…It might take a few more weeks or months…to see the sales results of the September event.…From the Cost per Conversion standpoint,…we can see that our leads have cost us less and less…over time to generate.…
- Evaluating marketing's business contribution
- Analyzing results vs. vanity metrics
- Extracting raw data to build dashboards
- Reducing human errors
- Analyzing marketing activities
- Linking actions to business impact
- Analyzing your account database and contacts database
- Analyzing paid ads and social media
- Using a common framework to analyze marketing activities
- Analyzing individual marketing activities over time
Skill Level Intermediate
1. The Marketing Cycle and Business Contribution
2. Analyzing Marketing Activities
3. Improving Marketing Performance Using the Natural Selection Process
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