Checklist for Program Performance Reporting

[Brian_Law_MKTO]

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
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• 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