4 - Digital Effectiveness Dashboard

Overview

The Digital Effectiveness Dashboard dashboard drills down to analyze the effectiveness of marketing at the campaign level: How many leads did a campaign bring in? How many MQLs? How much did those leads and MQLs cost, and how many deals were closed and won? The dashboard also shows trend data over time, enabling you to see if increased marketing spend correlates with increased revenue.

Top Digital Campaigns by MQL

Top Digital Campaigns by MQL ranks your campaigns in Salesforce in descending order by number of MQLs, demos, and won deals as a result of online exposure. Both Pay-per-click and organic touches are taken into consideration together when compiling this list.

Refer to this chart when you need a general idea of which digital campaigns are attracting the most qualified leads. The Sum of QL column gives you that information. To the right, the Sum of Demo column lets you see how many demo requests resulted from each campaign, and the Sum of SQO to Won column shows you how many of the MQLs eventually converted into won revenue.

Report Name: Digital MQLs by Campaign
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Cost per Digital Advertising Lead

Cost per Digital Advertising Lead shows you your cost per digital lead, sorted by medium. If one medium's leads are consistently more costly, it's worth checking to be sure the revenue generated by those leads is worth the expenditure.

Check this chart when you need a no-nonsense gauge of your digital advertising efficiency based on cost-per-lead for each digital medium you use. How much does it cost to bring in a lead through a Google Ads campaign? Are the leads that come to you from paid search more or less expensive than leads that find you via social media? This is the dashboard component that can answer these questions.

Report Name: Cost Per Lead
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Paid Digital Ad Traffic & Responses from Paid Digital Traffic

Digital Advertising Cost (Lead vs. MQL)

Digital Advertising Cost (Lead vs MQL) compares your cost per lead against your cost per MQL from digital advertising. If one medium consistently comes in high here, it's worth checking to be sure the revenue it generates is worth the cost.

This chart tells you how much it costs to turn a lead into an MQL. In a perfect world, every lead would convert to an MQL and these bars would be the same height; in reality, some leads won't be qualified by marketing, so you'll likely see a gap. Think of it this way: If a paid search campaign brings in 10 leads at $100 per lead, but only 5 become MQLs, that's a cost of $200 per MQL. In broad terms, the smaller the height difference between the bars in this graph, the more effective your digital advertising in terms of bringing in MQLs.

Report Name: Digital Traffic - Lead vs MQL
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Paid Digital Ad Traffic & Responses from Paid Digital Traffic

Top Campaigns by MQL

Top Campaigns by MQL lets you know which of your digital and non-digital campaigns in Salesforce have driven the most MQLs over the current and previous quarter. This allows for a direct comparison of success between your digital and traditional marketing efforts.

When you want to see how well all of your campaigns attract MQLs, with digital and non-digital campaigns on the same playing field, use the Sum of QL column of this chart. The Sum of Demo column lets you see how many demo requests resulted from each campaign, and the Sum of SQO to Won column shows you how many of the MQLs eventually converted into won revenue.

Report Name: MQLs by Campaign
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Cost per Non-Digital Lead by Campaign

Cost per Non-Digital Lead by Campaign tells you how much it costs to generate a lead from each of your non-digital campaigns. By comparing these figures with the Cost per Digital Advertising Lead, you can get a clearer picture of which avenues generate leads most efficiently.

This chart lets you answer questions about how cost effective your non-digital marketing efforts are. You may find that the campaigns at the top of the chart cost substantially less per lead than the campaigns at the bottom; however, it's important to cross-reference this information with other data to get the whole picture. If the more expensive leads tend to convert to won at a higher rate and bring in proportionally more revenue per deal, they may well be worth the cost.

Report Name: Non Digital Paid Campaign Cost
Report Location: Full Circle Digital Effectiveness folder
Report Type: Salesforce
Database: Campaigns

Digital vs Non-Digital MQLs

Digital vs Non-Digital MQLs gives a monthly breakdown comparing the number of MQLs generated by digital versus non-digital sources. This high-level overview gives you an idea of which source has performed better historically, and which is performing better now.

Consult this chart when you want to see how effectively digital campaigns are driving MQLs relative to non-digital campaigns. If you're used to seeing a 50-50 split, but it's closer to 75-25 in favor of digital, this could mean a recent change to your digital marketing strategy is working - or that something is amiss with your non-digital campaigns.

Report Name: Digital vs. Non Digital MQLs
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Non-Digital Campaigns by MQL

Non-Digital Campaigns by MQL breaks each traditional campaign down by sum of MQLs, leads in the campaign, and won opportunities in the campaign. Once it has been manually or automatically entered into Salesforce, data about these campaigns provides valuable insight. Not only does it show you the financial impact of an in-person campaign (such as a trade show or gift basket campaign), but accurate data about non-digital campaigns also allows for more accurate comparisons between digital and non-digital campaigns.

This chart gives you an overview of which non-digital campaigns are attracting the most qualified leads. The Sum of MQLs column gives you that information. To the right, the Sum of Demo column lets you see how many demos were requested as the result of each campaign, and the Sum of SQO Won column shows you how many of the campaign's generated opportunities eventually converted into won revenue.

Report Name: Paid Non Digital Campaigns by MQL
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Net New Names by Month

Net New Names by Month indicates how many new names have been added to your CRM database as a result of marketing efforts in a given month. This is a useful measure of overall marketing success, as each new name represents a new account or an individual from a new company becoming a contact for your business.

This chart lets you track how many totally new connections have been made each month. A net new name is valuable by virtue of being new. Each name you add through your campaigns widens your business' network, increases its visibility, and presents you with potential revenue opportunities; as a result, higher numbers and an upward trend over time are generally desirable here.

Report Name: Net New Names by Month
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Aggregate Database Entries

Sum of Responses by Month

Sum of Responses by Month compares the trend of your digital and non-digital responses over time. A break in the typical pattern here generally reflects a change that calls for further investigation. For example, if your digital campaigns consistently brings in about as many responses as your non-digital campaigns for several months and suddenly the same campaigns bring in many more in the current month, you may wish to understand which campaigns at what cost are driving this growing prospect interest.

Refer to this chart when you need to understand how effective your digital and non-digital campaigns are at eliciting responses. You can use this information to see how each type of campaign performs against itself over time (note the unusually high number of digital responses in January relative to February and March, for example), and you can also use it for head-to-head comparisons (by noting that digital responses outnumber non-digital responses in all months but April).

Report Name: Inquiries by Month
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Aggregate Database Entries

Pageview to MQL Conversion

Pageview to MQL Conversion represents your ratio of pageviews to MQLs. This chart is sorted by medium. It reflects information from the current and previous fiscal quarter so that you can track changes over time and learn which media are driving the highest ratio of leads in relation to website engagement.

Check this chart for a holistic view of how your digital engagement correlates with your MQLs. In the above example, it's clear that blog traffic drove more than twice as many MQL conversions as CPC campaigns in Q1 (1.1% and 0.5%, respectively), and nearly six times as many as organic search (0.2%). The fact that no MQL conversions appear to have resulted from email or social media campaigns may point to a traffic issue, so it's worth cross-referencing with other data: Are leads coming in from these sources, but not converting? If so, this could point to an issue with the messaging, or to a broken UTM that isn't capturing information the way it should.

Report Name: Pageview to MQL Conversion
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Paid Digital Ad Traffic & Responses from Paid Digital Traffic

Cost per MQL by Month

Cost per MQL by Month shows you, by medium, how much your MQLs cost over time. Each month's cost is expressed as a bar in this chart, with an accompanying trend line tracking the sum of MQLs. With both of these pieces of information on one chart, you can easily see if, for example, a sudden increase in cost per MQL is related to a steep decline in MQLs overall.

If you're checking digital spending, this chart can help. Refer to the bars for information on how much your MQLs have cost you in the previous months; this tells you what you've spent. Looking at this information in the context of the overall MQL trend line lets you spot costly irregularities: If your cost per MQL doubled during the same month that your sum of MQLs dropped by half, was there an optimization that drove that change? Was it an issue of seasonality? Or did your competitors ramp up their advertising, forcing you to pay more per click and win fewer bids? An unexpected change to one or both of the elements of this chart can signal that it's time to dig deeper.

Note that with trend lines, you need to be careful about the last month on the right. These results usually reflect only a partial month.

Report Name: Cost per MQL by Medium 
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Paid Digital Ad Traffic & Responses from Paid Digital Traffic

Digital Traffic vs. Cost of Net New Name

Digital Traffic vs. Cost of Net New Name allows you to see how your pageview trend compares with the cost of net new names added to your CRM database. This chart and trend line can indicate how effective your marketing efforts are in driving traffic that generates new leads.

Refer to this chart when you want to know if you're driving the right kind of traffic to your site. In the above example, February saw an almost threefold increase in pageviews at the same time as a substantial drop in cost of net new names. This means that the marketing team was successful not only in driving traffic, but in driving quality traffic. If your traffic is going up and your cost is going down, this is a good indicator that you're getting your pages in front of the right eyes. If cost is going up (as in March above) or pageviews are going down, it may be time to optimize.

Note that with trend lines, you need to be careful about the last month on the right. These results usually reflect only a partial month.

Report Name: Digital Traffic - Cost Per New Name 
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Paid Digital Ad Traffic & Responses from Paid Digital Traffic

Digital Velocity Metrics

Digital Velocity Metrics provides valuable information for both marketing and sales. This chart features a pair of trend lines. Taken individually, they indicate how quickly your MQLs are converting into opportunities, and how quickly those same MQLs are converting to become won deals. When viewed together, however, they provide a clear comparison between the quality of the leads marketing qualifies and the effectiveness of your sales team in turning those MQLs into revenue, as well as insight into the efficiency of the handoff process.

When you want to evaluate how fast your marketing or sales development team identifies and hands off promising leads, and how fast your sales team seals the deal with them, this chart is a one-stop shop. A low, reasonably flat MQL to Opportunity Velocity trend line like the one above indicates a quick and consistent handoff, which is easier with high-quality MQLs. Major spikes in this line represent delays and can serve as a warning of communication issues between marketing and sales. The MQL to Won line keeps track of how long it takes your sales team to convert a lead from marketing to Won status; as such, a downward trend is generally preferable, and an upward trend can indicate inefficiencies that need to be addressed. A V shape, as in the MQL to Won line above, can point to a potential anomaly either in process or in reporting.

Note that with trend lines, you need to be careful about the last month on the right. These results usually reflect only a partial month.

Report Name: Digital Velocity Metrics
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Digital Advertising - Cost Metrics

Digital Advertising - Cost Metrics gives you a monthly breakdown of cost per lead, per net new name, per MQL, and per opportunity. These charts also show you the trend of your monthly costs, so sudden high or low points can indicate unexpected changes in need of explanation.

This chart tells you how much you're spending on leads, net new names, MQLs, and opportunities each month. In an ideal world where every lead or net new name converted into an opportunity, every bar in this graph would be the same height; in the world most marketers are living in, however, leads will typically be the least expensive and opportunities will cost the most. When one metric unexpectedly costs a lot more, however, this change can reflect a drop in leads overall, or it can indicate an underlying issue in the marketing or sales process.

Report Name: Digital Traffic - Cost Metrics 
Report Location: Full Circle Digital Effectiveness folder
Report Type: Daily Aggregate Database
Database: Paid Digital Ad Traffic & Responses from Paid Digital Traffic

Digital vs Non-Digital Velocity: MQL to SQL

Digital vs Non-Digital Velocity: MQL to SQL compares how long it takes (in days) for digital versus non-digital MQLs to become SQLs each quarter. Shorter time frames here can indicate efficiency in your handoff process.

With this chart, you can get an idea of how well your Marketing to Sales handoff is going for digital and non-digital campaigns. Lower numbers here indicate a quicker turnaround. As such, a sudden overall decrease (like from Q3 FY2019 to Q4 2019 above) raises questions: Did the addition of new hires or a procedural change make the Sales team more efficient, for example? A sudden increase warrants investigation as well: Is the company's product seasonal, such that Marketing was driving more qualified leads during a certain time of year? When a sudden change takes place in the absence of any alteration of sales process, it's a good time to take a look at the leads that Marketing is sending over, and vice versa. Similarly, if only digital or only non-digital handoff registers a change, this warrants investigation.

Report Name: Digital vs Non-Digital Velocity
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Digital vs Non-Digital Velocity: MQL to Won

Digital vs Non-Digital Velocity: MQL to Won compares how long it takes (in days) for digital versus non-digital MQLs to convert to won deals each quarter. Shorter time frames here can indicate better understanding of sales goals by the marketing team.

This chart lets you see how quickly digital and non-digital MQLs are converting into revenue. Smaller numbers are preferable with velocity metrics. In the example above, it's clear that non-digital MQLs outperform digital ones on this metric, often by a substantial margin. Q3 FY2019 shows unusually small numbers for both types of MQL. Given the anomalies in this quarter on the other velocity charts (Digital Velocity, Digital vs Non-Digital Velocity: SQL to MQL, and Digital Velocity: SQL to Won), further analysis is clearly needed to gain an understanding of what happened during that period.

Report Name: Digital vs Non-Digital Velocity
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Digital vs Non-Digital Velocity: SQL to Won

Digital vs Non-Digital Velocity: SQL to Won compares how long it takes (in days) for digital versus non-digital SQLs to convert into won deals each quarter. Shorter time frames here can indicate efficiency on the part of your sales team. In addition, this metric can help you assess the quality of generated leads on the basis of how quickly they become won revenue.

When you need visibility into the life span of digital and non-digital opportunities in the hands of your sales team, this is the chart to provide it. Smaller numbers indicate quicker sales processes. In the above example, sales consistently converts non-digital SQLs more quickly than digital ones. Even the fastest sales team can't convert leads so quickly as to create negative time, though, so the data in Q3 FY2019 - specifically the idea that SQL to Won conversion took an average of -2.3 days - again requires further analysis.

Report Name: Digital vs Non-Digital Velocity Won
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Conversion Rate: MQL to SQL

Conversion Rate: MQL to SQL compares the quarterly percentage of digital versus non-digital MQLs that converted to SQLs. A higher percentage here can indicate better understanding of shared goals between Marketing and Sales.

Refer to this chart when you want to check in on how well marketing and sales are aligned on their goals, with regard to both digital and non-digital leads. In a perfect world, both bars in this chart each quarter would be even at 100%; that is, every lead that marketing qualified would also be qualified by sales. In the real world, there's usually a discrepancy. Higher percentages are better here.

Report Name: Digital vs Non-Digital Conversion
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Conversion Rate: MQL to Won

Conversion Rate: MQL to Won compares the quarterly percentage of digital versus non-digital MQLs that eventually converted to won revenue. A higher percentage here can indicate higher-quality leads.

This chart shows you how effective your digital and non-digital MQLs are at turning into done deals. In the example above, non-digital MQLs typically outperform digital ones; however, in Q3 of FY2019, they outperform them by a startling margin. The 7% conversion rate for digital touchpoints is also unusually high, so it should come as no surprise that the company had comparatively few MQLs during that quarter, which skewed the data substantially.

Report Name: Digital vs Non-Digital Velocity Extended
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members

Conversion Rate: SQL to Won

Conversion Rate: SQL to Won compares the quarterly percentage of digital versus non-digital SQLs that eventually converted into won revenue. A higher percentage here can indicate better performance by your sales team.

Check this chart when you want to see how well your sales team is doing at converting digital and non-digital leads into won revenue. Ideally, you'll have high, comparable percentages for both types of leads. If one type of lead consistently converts at a much lower rate than the other, however, this may indicate that your sales team needs to devote additional focus to (or perhaps receive further training on) best practices for that lead type.

Report Name: Digital vs Non-Digital Velocity 
Report Location: Full Circle Digital Effectiveness folder
Report Type: Campaign Influence DetailDatabase
Database: Campaigns with Campaign Members