There are an overwhelming amount of marketing tools and technologies at marketers’ fingertips today. But still, with data flowing in from every direction, it’s a constant challenge to dig through it all, get organized, and truly understand what’s working, what’s not, and how to act on those insights fast.
Performance scorecards deliver the framework marketers have been dreaming of. If you’re unfamiliar with this unique-to-Beckon reporting framework, they were inspired by Six Sigma’s balanced scorecard, rolling up all of marketing’s most essential KPIs into one concise view. Unlike traditional reports or dashboards, metrics are tightly organized and beautifully displayed to reveal the big picture of marketing results, with all the context and perspective needed to take action. And unlike most traditional reports, scorecards go beyond single-channel, single-region, and single-campaign reporting, delivering a clear view of how all marketing efforts are working together to drive business impact.
Some Beckon customers use scorecards to compare similar efforts side by side—region by region, campaign by campaign, audience by audience. Others use scorecards to get a holistic view of every diagnostic within a particular program or channel (i.e. the buyer’s journey, performance for a big campaign, a single brand, a single region, etc.). Wherever you are investing valuable marketing resources, this flexible framework can help stakeholders across the marketing org (and beyond!) quickly see, understand, and improve performance.
With increasing pressure to prove ROI, it’s more important than ever for marketing to effectively communicate performance to the broader organization. Our favorite scorecards incorporate goals and targets tied to specific marketing metrics, delivering quick context and perspectives at-a-glance.
Scorecards specifically tailored for brand owners or campaign managers provide a holistic view across multiple channels, programs, regions, etc., tracking consistent metrics across each.
Stakeholders responsible for directly impacting success across the full customer journey can benefit greatly by diagnosing slowdowns and opportunities along the path from awareness to advocacy. Here’s an example of our beloved consumer journey scorecard that does just that:
Whatever your role, goals in the new year, or unique marketing challenges, Beckon’s scorecards offer a flexible platform for getting actionable insight fast. Start with one of our best practice templates and modify as needed or fully customize your own framework. Sharpen your scorecarding skills with our library of scorecard resources, and don’t hesitate to reach out if we can help along the way.