How Domo Marketing Tracks Campaigns and Funnel Metrics in Domo

Trendy advertising is as a lot a inventive endeavor as it’s a mathematical problem. However when a CEO pointedly asks you to defend your advertising technique in the boardroom, it’s finally the info that decides whether or not you’re performing as much as snuff.  

At Domo, we perceive the stress each marketer faces to make sure that their groups produce sturdy outcomes quarter after quarter, 12 months after 12 months. We additionally acknowledge that the majority corporations don’t have limitless time, folks, or price range to speculate in unproven advertising techniques. In a digital world the place competitors for shoppers’ consideration is fierce, there’s no margin for losing advertising sources. Technique must be rooted in details, not instinct or guesswork.   

Do you want to make data-driven advertising selections that may truly make a distinction in your visibility, pipeline, offers, and prospects? Are you additionally ready to help these selections the second your CEO calls you into their workplace? Domo will empower your folks to capitalize on alternatives and successfully show the bottom-line affect that advertising has on your corporation.  

We all know as a result of our advertising crew depends on the Domo platform, too. 

On this article, we’ll share screenshots of an app we constructed in Domo to trace pipeline, attribution, marketing campaign ROI, and extra. All information proven has been anonymized for demo functions—however the setup is just about similar to the visuals we see inside Domo.

4 questions Domo helps our entrepreneurs reply 

If you happen to’re a marketer, likelihood is you’ve confronted powerful questions from management or different departments about your campaigns’ efficiency and affect. Utilizing Domo, our advertising workers, managers, and leaders can shortly discover the knowledge they should reply essential questions, similar to whether or not a marketing campaign is really driving conversions or if sources are being optimized.

Do any of the next 4 questions and eventualities sound acquainted?   

1. Are you able to pull collectively all the info on this advertising marketing campaign? 

At first look, this appears to be like like a reasonably simple, albeit broad, query. However what if you happen to’re engaged on paid search and operating a marketing campaign that makes use of Google Advertisements, Fb Advertisements, Instagram, and different platforms? Now you need to pull information from every of those particular person sources. However sadly, they don’t essentially seize information in the identical manner.  

Say you additionally want natural search information. As a member of the paid search crew, that information is probably not accessible to you, so that you’ll want to achieve out to a separate crew in order to acquire that info—that’s, if you happen to don’t have a software like Domo.

If you do gather every thing you want, it might look extra like a sequence of static Excel sheets than info that can be utilized collectively to attract a complete image a few marketing campaign.   

For Domo entrepreneurs, answering these questions is considerably simpler as a result of all our information is housed in a centralized location—the Domo platform. Utilizing connectors, Domo can funnel in information from quite a lot of different platforms like Google Analytics, Marketo, HubSpot, and WordPress.

This manner, all these information units reside in one place and are accessible to all the advertising crew, in addition to different groups throughout the corporate.

Whereas these particular person instruments can generate spectacular stories on their particular features, Domo helps our crew take that information one step additional. With the entire information units joined collectively, our entrepreneurs can do a greater job of placing into context what the person numbers in one platform imply a few bigger marketing campaign.

We are able to join the amount of site visitors to its sources, permitting us to establish who’s changing on the location and analyze their exercise. This perception helps us higher perceive their general expertise. 

2. Is our advertising marketing campaign working? 

Now you’ve saved all of your important information in one house, which is a good first step. If you’re prepared to look at and analyze what you’ve collected, probably the most widespread strategies our advertising groups performs in Domo is an uplift evaluation.   

An uplift evaluation is a straightforward methodology to quantify whether or not a marketing campaign is working and whether or not it’s environment friendly—two widespread questions the Domo advertising crew is all the time asking. There are various methods to deal with these questions on the platform, however an uplift evaluation permits us to check the efficiency of a cohort of leads concerned in a particular marketing campaign towards a cohort of leads not concerned.  

Utilizing Domo’s Uplift Evaluation Card, we are able to monitor the conversion charges of every cohort on the particular stage in the advertising funnel that the marketing campaign is focusing on. This card is tiny, however considered one of our most impactful.

We are able to additionally monitor how shortly these conversions happen. Easy because it appears to be like, this evaluation permits us to see whether or not our campaigns are altering client conduct, and whether or not we have to pause, redirect, or finish a marketing campaign earlier than we waste pointless price range.  

3. How are leads shifting by means of our advertising funnel? 

It’s additionally necessary to know how our leads are participating with the advertising funnel at totally different phases so we are able to decide if there are changes we have to make to assist them convert sooner. One of many instruments that we use to investigate this information is the Rolling 90-Day Conversion Evaluation Card.  

Displayed in a line chart, this evaluation plots traces for the totally different phases of a funnel overlaid on prime of one another. For the entire leads that entered that stage of the funnel in the previous 90 days, every information level on a line represents the proportion that truly transformed to the following stage. The graph supplies normalized traces that signify general developments.  

For entrepreneurs, this graph permits them to visually acknowledge the relationships between totally different phases of the funnel and helps them predict what modifications may happen in the long run. Figuring out the place we’re going to land on the finish of 1 / 4 isn’t a guessing sport as a result of we’ve the info that maps out the route we’re shifting in.

The graph additionally provides our groups the power to delineate what we ought to be observing versus what we shouldn’t, which is useful when presenting information to executives or managers. 

4. What’s happening with our advertising funnel? 

No person likes being placed on the spot, however we’ve all been in a scenario the place a boss or a high-level government requests an pressing replace about one thing like issues in the advertising funnel. Actually, this may be much less of a query and extra of a well mannered demand to conduct an audit.  

As a result of our crew makes use of Domo, we don’t must panic in conditions like this. Utilizing Domo, for every stage of the advertising funnel, we are able to create devoted pages to gather the related information. We are able to incorporate as much as 50 playing cards, every providing in-depth evaluation of that information.

Along with the analyses highlighted above, we are able to use Trellis charts to make simple comparisons between groups, stacked bar charts to indicate open alternatives for leads, and scatterplots to visualise relationships between related components.

The graphs are responsive to one another, so if you happen to discover an anomaly at an information level in one graph , clicking that information level will spotlight the corresponding values in different graphs for additional exploration.  

This doesn’t imply that we merely ship a web page of fifty charts to our bosses. As a substitute, it permits us to effectively conduct exploratory evaluation and ship a complete audit. We are able to then use our insights to advocate particular actions, whether or not that’s eliminating sure advertising techniques or discovering new alternatives to encourage conversions.   

Handle your advertising crew’s efficiency with Domo 

All the options outlined can present great worth to your advertising groups, in the identical manner they do ours. However we all know that advertising instruments solely actually have worth if groups are able to utilizing them.   

Domo prides itself on being an intuitive, easy-to-understand platform that anybody can navigate, whether or not they‘re the busy government continuously double-booked or the brand new rent in the method of onboarding.  

Begin studying how one can profit from this software by studying about totally different use circumstances for advertising groups or visiting our Community Forums to discover what different customers are doing with Domo.

And if you wish to study extra about how one can conduct particular analyses in Domo, you possibly can watch our July 2023 Domo community virtual meet-up, the place our consultants assessment greatest practices for working with the platform.