Tips for Getting the Most from a Program Performance Report

 

Customers often ask me for tips for getting the most from their program performance reports. Here is a checklist you can use to help make sure you have everything set-up correctly.

 

A Program Performance report is great for providing a summary of your programs. The information is pulled real-time from Marketo so it is always up-to-date. Metrics include number of new names acquired by the program and the number of members who achieved success.

 

Before I get to the checklist, here is refresher of the different filters and metrics available in the report. The following is a webinar example report.

 

Program Performance Report Filters:

  • Channel (e.g. Roadshow, Webinar, Web)
  • Tags (e.g. Region, Vertical)
  • Period Cost (e.g. Date of incurred costs between x and y)
  • Programs (e.g Choose a folder containing a group of programs or a specific program

 

Metrics per program:

  • Number of members
  • Number of new names
  • Number who reached success

 

Metrics if you included period costs:

  • Cost per member
  • Cost per new name

 

Metrics if you click on show program status columns when you select a specific channel to filter on in your report:

  • Number of records in the program per status

 

Here are some tips for getting the most from a program performance report.

  • Establish a good folder structure grouping together first by marketing activities (aka channel) and then by year. It will make it easier to select a group of webinars to analyze within your channel
  • Use a good program naming convention that can be easily be sorted or filtered if you export the report to excel
  • Create only the channels which are necessary to reduce confusion and accidentally using the incorrect channel
  • Create only the program statuses which are necessary
  • Make sure the analytics behavior for each channel except Operational is set to inclusive
  • Remember to set success for each program
  • Add monthly period costs to all programs so you will be able to sort by cost time frame
  • Define tags before starting to create programs. Make all tags required.
  • Try not to remove members from a program since you won’t be able to reset the program membership date
  • And most importantly, think about what you want to report on before you create your program statuses and set-up all the campaigns inside your program