This guide will show you how to measure and choose which reports to use in your next omnichannel campaign.
Applies to: All Roles
What You Will Learn
- What to include in a campaign dashboard
- Example dashboard
- How to cater reports to your audience
What to include in a campaign dashboard
Leading indicators/“vanity metrics”
These metrics are helpful to look at to ensure your campaign is off to a good start before you are able to measure any output metrics. These include:
- Page views
- Social Impressions
- Email Opens
- Email CTR
Activity metrics
These metrics are helpful to look at if you are collaborating with your sales team on this campaign. This will ensure they are supporting your marketing efforts with outbound efforts against the same set of accounts. These include:
- Phone calls made
- Connect rate
- SDR emails sent
- Prospects sequenced
Output metrics
These are arguably the most important set of metrics since they will help to justify the spend of the campaign and ensure future campaign buy-in. These include:
- Opportunities generated
- Pipeline generated
- Revenue won
- Meetings booked
Example campaign dashboard
Here is a peek at a dashboard we created for our Summer 2022 omnichannel campaign. As you can see, there is a mix of output metrics (pipleine generated), and leading indicators (gift redemptions).
How to cater reports to your audience
It’s important to present different types of reports to different audiences. At the end of the day a CEO and SDR care about different metrics.
Here are the metrics you should be using for each audience:
Executive Level
Focus on closed business, pipeline, meetings booked.
Plus, metrics and softer goals you know are important to that person (i.e. feedback from a prospect on something they received during the campaign, your company, or the team.)
Marketing Team
Speak the language of your teammates. We know that marketers focus on very different areas of the business.
What can you share that gives someone else insight into the impact of their work or inspires them to share a learning you can apply to your campaigns in their area of expertise (i.e. email subject line performance, ad copy a/b testing)
Demand Gen/Yourself
Which channel specific metrics do you need to keep an eye on to make adjustments?
Sales/SDR
Create a leaderboard and incentivize with SPIFFs
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