5 - Digital Revenue Dashboard

Overview

This dashboard is designed to help answer top-line revenue questions about the value of specific campaigns, of different types of campaign, and of marketing as a whole. It uses hard data to give credit where credit is due, breaking down marketing's contribution to revenue with increasingly granular reports distilled into clear, easy-to-interpret graphs.

Revenue Attributed to Marketing

Revenue Attributed to Marketing (Digital and Non-Digital) reflects the gross quarterly revenue that was influenced by digital and non-digital marketing combined. The figure here provides a useful jumping-off point for conversations about the dollar value of your marketing efforts.

Report Name: Rev by Qtr Digital vs Non Model 1
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects
Database: Campaign Influence DetailDatabase

Digital vs Non-Digital Attribution (Model 1)

Digital vs Non-Digital Attribution (Model 1) compares the overall influence of digital versus non-digital touches on total marketing revenue. In this example, a multi-touch even spread was used as Model 1, enabling comparison of digital and non-digital revenue with all touch points in the funnel weighted equally. Please note that the information presented here will vary depending on which attribution model your org selects as Model 1.

In this example, total marketing-driven revenue ($393k) is shown at the center of the donut chart, with the monetary contributions of digital and non-digital marketing ($310k and $83k, respectively) presented as proportions of the donut.

Report Name: Rev by Qtr Digital vs Non Model 1
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Digital vs Non-Digital Attribution (Model 2)

Digital vs Non-Digital Attribution (Model 2) compares the effect of digital versus non-digital touches on total marketing revenue. In this example, a top-of-funnel attribution model was selected as Model 2; please note that the information presented here will vary depending on which attribution model your org selects as Model 2.

The above example uses information from top-of-funnel modeling to create the donut chart, which shows a total revenue of $384k and the respective monetary contributions of digital and non-digital marketing ($292k and $92k) to that figure.

Report Name: Rev by Qtr Digital vs Non Model 2
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Digital Advertising Revenue Attribution

Digital Advertising Revenue Attribution shows how much each digital advertising medium has contributed to your revenue. This makes it easy to identify your top-performing online advertising media.

This chart shows you which media are bringing in the most money. The list is arranged in descending order of won revenue, with your highest performers at the top. At the far right, the Record Count column lets you know how many individual closed/won opportunities contributed to the revenue generated by the medium in question; in this example, two opportunities that were generated by CPC campaigns accounted for a total of $103,000 in revenue. Not only does the information in this chart enable you to answer questions about marketing revenue with greater granularity, but it can also help inform decisions about where best to allocate marketing funds.

Report Name: Campaign Attribution - UTM Term
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Organic Digital Revenue Attribution

Organic Digital Revenue Attribution tells you how much of your digital revenue is attributable to non-paid channels. This gives you an idea of the financial impact on your business of referrals that come in organically online.

Check this chart when you want to understand which media are bringing in the most money through organic traffic. The list is arranged in descending order of won revenue, with your highest performers at the top. At the far right, the Record Count column lets you know how many individual closed/won opportunities contributed to the revenue won by the medium in question. In this case, only one organic medium contributed to revenue, but it brought in $22,500.

Report Name: Organic Digital Campaign Attribution 
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Revenue Attributed by Campaign (Digital and Non-Digital)

Revenue Attributed by Campaign (Digital and Non-Digital) identifies your campaigns as digital or non-digital, color codes them accordingly, and lays them out in descending order of won revenue. With both digital and non-digital efforts presented on the same graph, you can see which specific campaigns are contributing the most to your revenue.

Refer to this chart when you want to compare all of your campaigns, both digital and non-digital, in terms of attributable quarterly revenue. In the example above, it's clear that demo requests (a type of digital campaign) drove about $180k in sales over the previous quarter - about $100k more than the next-best performer (also a digital campaign), twice the amount driven by all other campaigns combined, and more than 4.5 times as much as the top non-digital performer.

Report Name: Revenue by Quarter Digital vs Non
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Revenue Attributed to Top Organic Digital Sources

Revenue Attributed to Top Organic Digital Sources breaks down your top-performing organic digital sources by sum of won revenue.

When you want to understand which organic sources are bringing in the most money, this chart makes it clear. Sources are listed in descending order of revenue, with your highest performers at the top. At the far right, the Record Count column lets you know how many individual closed/won opportunities contributed to the revenue won by the source in question. Above, only one deal resulted from organic Google traffic, but that deal contributed $22,500 to revenue.

Report Name: Organic Digital Campaign Attribution 
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Revenue Attributed to Non-Digital

Revenue Attributed to Non-Digital uses manually-entered data to determine how much revenue resulted from specific non-digital campaigns. In addition to providing a point of comparison among these campaigns, accurate information about non-digital campaigns allows for a more accurate comparison with online efforts.

This chart lets you see how well your non-digital campaigns are doing at generating revenue. Sources are listed in descending order of revenue, with your highest performers at the top. At the far right, the Record Count column lets you know how many individual closed/won opportunities contributed to the revenue won by the campaign in question. In this example, one deal originating from the Website - Get Quote campaign resulted in $36,300 in won revenue, whereas three Up-sell/Cross-sell deals collectively accounted for $7,075.

Report Name: Non-Digital Campaign Attribution 
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Revenue Attributed to Paid Digital

Revenue Attributed to Paid Digital tells you how much of your revenue can be attributed by UTM campaigns. This information can help clarify the value of online advertising, or inform decisions about which campaigns to carry forward and which to terminate.

Checking this chart will give you an at-a-glance idea of how well each of your paid digital campaigns is doing at generating revenue. Sources are listed in descending order of revenue, with your highest performers at the top. At the far right, the Record Count column lets you know how many individual closed/won opportunities contributed to the revenue won by the campaign in question. Here, for example, there's only one paid digital campaign listed; that campaign resulted in two closed/won opportunities that together make up $103,000 in revenue.

Report Name: Campaign Attribution - UTM Term
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase

Cost per Deal by Medium (Grouped by Month)

Cost per Deal by Medium (Grouped by Month) consists of two charts on the same graph. The first is a color-coded bar chart comparing the monthly cost per deal of each marketing medium. The second is a trend line tracks the sum of won deals each month. Taken together, these charts give you a comprehensive picture of each medium's influence and cost over time.

Consult this chart when you want to understand the long-term trend of which media influence the most deals, and how much it costs for them to do so. Unexpected jumps in cost here can alert you to potential issues. If your CPC costs are much higher in one month than in the preceding months, for example, this could indicate that your competitors are outbidding you for keyword traffic; if your social media cost per deal suddenly skyrockets while your won deals plummet, you might want to check for potential problems with your messaging during that time period to see if an ill-timed or poorly-worded campaign might have driven off potential customers.

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 Won by Medium
Report Location: Full Circle Digital Revenue folder
Report Type: Paid Digital Ad Traffic & Responses from Paid Digital Traffic
Database: Daily Aggregate Database

Pipeline Attributed by Campaign

Pipeline Attributed by Campaign shows you which of your campaigns are the most effective at driving opportunities. Referring to the UTM Term column enables you to see which of your adwords are bringing in the most revenue.

Refer to this chart when you want a deeper understanding of which specific UTM terms are driving business for your company. Campaigns are listed in descending order of revenue, with your highest performers at the top; at the far right, the Record Count column lets you know how many individual closed/won opportunities contributed to the revenue won by the campaign in question. In this example, "Full Circle Insights" (the correct version of the company name) and "Full Circle Insight (an incorrect version) each yielded one deal; however, the deal that resulted from "Full Circle Insights" was worth $68,000 - $33,000 more than the deal that came from "Full Circle Insight."

Report Name: Campaign Attribution - UTM Term
Report Location: Full Circle Digital Revenue folder
Report Type: Campaign Influence Detail w/Related Objects (CRT)
Database: Campaign Influence DetailDatabase