This content, written by Vikas Agrawal, was initially posted in Looker Blog on Sep 13, 2016. The content is subject to limited support.
From Google Analytics to Marketo to Salesforce, modern marketing organizations utilize multiple tools to execute and track campaigns. With so many different data sources, it can be difficult to get a holistic view of marketing’s influence on opportunity conversion and revenue generation. To solve for this, analysts often manually blend data from all these systems to understand how to optimize their marketing mix and improve their return of investment. This manual reconciliation takes a significant amount of time, is prone to errors, and inherently prohibits real-time analysis.
Built by industry experts on a solid foundation of years of experience in Marketing and Sales analytics across many industries, Datasticians’ Campaign to Cash Looker Block is built to address common problems in Marketing Analytics, such as contribution to revenue, leads to pipeline to revenue, campaign performance to target, etc.. Since it’s operating on the Looker platform, with all business logic residing in a centralized modeling layer, there’s never a need for manual reconciliation, and all analytics are surfaced in real-time.
The Looker Block for Campaign to Cash Analytics works with data from Marketing systems (Eloqua, Marketo), Sales data (Salesforce), ERP (Oracle/NetSuite) and Website/Social Marketing systems, and ties them together into a single central warehouse (Redshift, Snowflake, RDBMS, Google Big Query, etc.) to allow users to gain insight from a blended data spectrum.
Below is a sampling of the analysis provided:
Campaign to Cash Analytics includes pre-built dashboard to track Marketing Campaign Contribution to sales pipeline and revenue, conversion rates per campaign/oﬀering, performance analysis against other like campaigns, cost per lead and cost per customer analysis. Each is customizable to client needs and the list keeps on expanding.
Dashboards include but are not limited to:
- Campaign ROI
- Campaign/Oﬀering Conversion
- Trend Analysis
- Ability to drill to details from key metrics
Build your own ad-hoc reports on standardized metrics
The Campaign to Cash Looker Block empowers users to get quick answers to their marketing questions at the speed of thought independently without need of external teams. Using ad-hoc data sources comprised of standardized critical marketing metrics, users can build their own custom reports to answer needs specific to their own needs and marketing processes.
This allows for quicker user adoption, lower total cost of ownership and gives users the tools to answer their own questions and own their own data journey.
If you’d like to try the Campaign to Cash Block, reach out to a Looker representative now! They’d be happy to help.