Dashboard Reporting/Analytics
|
Accountability is central to successful direct marketing—especially in B2B sales development where qualified prospects are rare and the costs of reaching them can be high. Yet many marketing campaigns fail to achieve their potential because of poor planning, inadequate response tracking, or simply because the results are not immediately available in a format that allows easy analysis. We do things differently at DMP. Meticulous information capture and metrics reporting are core competencies which pervade our process and benefit our clients at each step of their marketing campaigns. At the planning stage, we take the time to consider all variables and design a reporting structure that can capture all required response and contact information. Have you ever discovered, halfway through a campaign, that a key field is missing from your response data or (just as bad) that you’re capturing data which you can’t enter in your database because of poor design? This will not happen at DMP. Since this planning process is so meticulous, our clients often ask us to devise a “go to market plan” which calculates the schedule, budget and audience numbers required to reach a given goal defined by dollar sales volume or quantity of leads. During campaigns, you will never see the problem of commissioned sales reps who are too focused on their own performance to capture complete and accurate response data. At DMP, all relevant information is recorded automatically at each step in the multi-touch marketing process, enabling granular analysis or on-the-fly interpretation of what your market is telling us. Our reporting dashboards are a particular strength that allow clients to make tactical and strategic adjustments in real time. Just like the dashboard instruments in a race car, these charts and graphs provide a snapshot of campaign performance at a point in time so executives can spot problems, or identify opportunities, and make needed adjustments. It’s not unusual for a client using these measurements to salvage a campaign in midstream and turn a mediocre effort into a standout. In post-campaign analysis, the integrity and detail of our reporting makes for meaningful interpretation of results by you, your managers or analysts as you plan for the next campaign. You will never find yourself saying “I wish I’d asked that question” or “I wonder what this means?” At DMP, reporting analytics are an additional factor that gives our clients extra value from the same budget and the same number of audience contacts. No opportunity is missed, and no detail of sales information is wasted. |
A DMP basic reporting dashboard provides key business data in a format that allows for fast and easy interpretation. In the example below, red highlights a problem requiring immediate attention, yellow is a caution and DMP is monitoring metrics and green indicates an area in which metrics performance is above plan. A more detailed DMP reporting dashboard provides more in depth key business data on multi media-multi touch campaigns in a format that allows for fast and easy interpretation. In the example below, the report includes results from a combination of email broadcasts, inbound web site responses and an integrated outbound tele-prospecting calling campaign. The grand total of qualified leads is displayed in the lower left hand corner. This set of metrics maps out to the client’s strategic pipeline plan and is monitored constantly to ensure proper and optimal sales lead flow. Dashboard version of a sales lead summary report. Instead of dealing with rows and columns of detail, a busy sales executive can quickly review key data such as call volume, or the number of leads generated from various sources. ROI reporting and tracking example from Direct Marketing Partners. |
