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1. +
Marketing Analytics
(Tracking & Marketing ROI)
By: Elizabeth Kulin
www.KulinMarketing.com

2. + Typical Benchmarks
Increase Secure
Revenue Retention
Increase Generate • Increase • Keep existing
revenue from customers
brand (inbound) new (buy more interested and
awareness sales leads at higher prices) loyal to the
and existing brand
customers
(R.F.M.)

3. + Brand Awareness
s
How does a marketer prove that they have increased brand awareness?
• Before you execute the years marketing efforts, perform a “brand
awareness audit”
• Test “top of mind” and “recall” with a sample of your target
1 market
• At the end of the year, re-test your brand awareness with the
same “brand awareness audit”.
• Make sure to perform this test exactly how you did in the
2 beginning of the year of you could have a high % of errors.
If you can not afford marketing research, you could calculate the increase in brand awareness as:
increase in social network followers, website traffic, blog visitors, rss subscribers, press coverage,
email opt-ins, inbound phone calls and emails.

4. + Sales Leads
Leads can come from so many different places these days and it has become
very difficult to justify where they came from.
Press release
(where they
click on your
twitter link)
Your contact Twitter (where
webpage where they click on a
they initiate tweet to read
contact your blog post)
Email (where Blog (where
they click they sign up for
“contact us” your emails)

5. + Critical Implementation
Everything that does not come in through outbound sales (cold calling &
emailing) could be awarded to marketing. To capture all these “inbound”
leads, make sure to:
Try to have one response method
• Your contact webpage, for instance
Make sure the leads from this source can be marked and
tracked in your CRM database:
• Add a “how did you hear about us” pick list to your contact webpage
• Include all ways that the lead could have learned about your brand
• Make sure this pick list is linked to a field in your CRM
• Have sales team always populate the field when creating a lead manually (a
lead generated by cold called, an inbound email or call, etc.)

6. +
Why?
s
Run reports from your CRM database (weekly or monthly) to:
Analyze that benchmarks will be reached,
and by which tactics most successfully
Calculate marketing ROI:
Revenue from Revenue
Marketing new customers from
Budget (leads acquired past/existing
by marketing)
customers

7. +
Marketing Revenue Reports
Sort your revenue report by customer creation date (i.e. when the customer
became a customer of your company for the first time). Then:
Add all revenue of customers from revenue from existing customers
before the current year
Add all revenue of customers Dig deep into this report. Can you
from current year = revenue of attribute segmentation or R.F.M. efforts
new customers to increases?
Sort revenue from new customers
by “source lead” (could be called Add the revenue by marketing leads.
something else in your CRM)

8. +
Retention
• Create a system in-house to collect lost customers
• Could be an email file, excel file, or tab in your CRM
database
1
• Run a report from your CRM database for all “active
accounts” for the current year and the past year
• Sort your report by creation date
• If the # of active accounts with creation dates of
before the current year is greater or equal to the total
2 # of active accounts from the previous year, you
retained customers!

9. +