The expectation for marketers to prove ROI is higher than ever. And, 61% of marketing leaders say that using data analytics measurably increased the ROI of their campaigns [Source: Forbes, 2015]. So, what’s holding us back? It’s actually pretty straightforward. We lack a reliable, trusted reporting framework that gives us true insight into what’s working and what’s not.
Enter the marketing scorecard.
If you aren’t familiar with marketing scorecards, let me back up a bit.
As you can see, a marketing scorecard is a data-driven report that aligns marketing activities to business and brand outcomes. It’s an elegant yet information-dense way to display the KPIs and metrics that matter most, allowing teams to continuously monitor and optimize performance.
Though simple in concept, designing the best scorecard to tell the story of performance takes a bit of thought. It requires choosing the right framework for your team, selecting and organizing components—objectives, metrics, KPIs—and mapping how they all fit together.