THE ART OF THE MARKETING SCORECARD
Using data to tell the story of omnichannel marketing performance.
The complexity of modern marketing and overabundance of tactical metrics leaves many marketers exasperated by an inability to demonstrate marketing’s contribution to the business.
The marketing scorecard is a strategic planning and management tool especially designed to solve that problem. Based on the “balanced scorecard” system originated by Robert Kaplan and David Norton of the Harvard Business School, marketing scorecards organize data from disparate teams and systems into a framework that tells a story of marketing effectiveness. But scorecard design is paramount—it sets the stage on which your marketing story will unfold.
Join Beckon CEO Jennifer Zeszut for a rare peek at the inner workings of omnichannel marketing scorecard design and use. In this session you will learn about:
- Scorecard design options—how to choose the right framework(s) for your marketing team.
- The Buyer’s Journey as a powerful organizing principle for your marketing scorecard.
- Choosing and organizing scorecard components—the relationships between objectives, KPIs and metrics and how they fit together.
- Omnichannel marketing performance measures—what metrics matter in this new omnichannel marketing world—and the unique power of ratios.
- Making scorecards real-time and actionable.
- Using scorecards as a central communication vehicle outside of marketing.
Jennifer Zeszut is CEO of Beckon—a SaaS omnichannel marketing analytics software company. Jennifer has been a marketing leader for most of her career working for top brands we all know like eBay, Proctor & Gamble and Cost Plus World Market. She was the trusted advisor to many more brands as head of Strategy and Analytics for digital agency Razorfish for many years. Prior to Beckon, she founded Scout Labs, a leading social media monitoring, analytics and engagement platform which was sold to Lithium Technologies in 2010. She’s been featured in The New York Times, The Wall Street Journal, FastCompany and TechCrunch and was invited to speak about entrepreneurship at the White House as part of President Barak Obama’s Startup America Initiative.