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What are the best ways to ensure accurate and reliable ROI reporting?

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ROI reporting is a crucial part of any B2B marketing strategy, as it helps you measure the effectiveness of your campaigns, optimize your budget, and demonstrate your value to your clients. However, ROI reporting can also be challenging, as it involves collecting, analyzing, and presenting data from multiple sources, platforms, and channels. How can you ensure that your ROI reporting is accurate and reliable, and that it reflects the true impact of your marketing efforts? Here are some best practices to follow:

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Vipul Oberoi

Director - Marketing, CSR & Learning Solutions at Dun & Bradstreet India

1 Define your goals and metrics

Before you start measuring and reporting your ROI, you need to define your goals and metrics for each campaign, channel, and segment. What are you trying to achieve with your marketing activities, and how will you measure your success? For example, are you looking for leads, conversions, revenue, retention, or loyalty? How will you track and attribute these outcomes to your marketing actions? Having clear and consistent goals and metrics will help you align your strategy, data collection, and reporting methods.

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Vipul Oberoi

Director - Marketing, CSR & Learning Solutions at Dun & Bradstreet India
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Before you start tracking and monitoring, make sure you and all relevant stakeholders know WHAT are you primary marketing goals and what metrics are important enough to be tracked for these goals. Too often, the excitement of measuring everything under the sun becomes a goal in itself. For a proper and continuous tracking, it is important that your data sources are integrated, regularly updated and automated. Create a dashboard on the progress of those metrics. Make sure to regularly publish that dashboard. Regularly review and validate your results. Even the best marketing / CRM / reporting platforms can develop errors due to wrong inputs, incorrect integration, or technical issues.

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2 Choose the right tools and platforms

To ensure accurate and reliable ROI reporting, you need to use the right tools and platforms to collect, integrate, and analyze your data. Depending on your needs and resources, you may use a combination of different tools, such as CRM, analytics, automation, attribution, and dashboard software. However, you should make sure that these tools are compatible, integrated, and updated, and that they provide accurate and consistent data. You should also avoid using too many tools or platforms, as this may create confusion, duplication, or inconsistency in your data and reporting.

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Blaine Tetterton

Marketing Operations Fanatic | PMP, Sales Ops, Revenue Growth, Lead Generation
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Establish what the entire companies “source of truth” is. If you are reporting out of the marketing platform but sales is using the CRM and data team uses a visualization tool then you may all have different filters and numbers. Every stakeholder needs to know the guidelines to view data for ROI reporting.

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3 Establish a reporting process and schedule

Another way to ensure accurate and reliable ROI reporting is to establish a reporting process and schedule that suits your needs and expectations. How often will you report your ROI, and to whom? What format and level of detail will you use? How will you communicate your results and insights? Having a clear and consistent reporting process and schedule will help you organize your data, avoid errors or gaps, and deliver timely and relevant reports to your stakeholders.

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4 Validate and verify your data and reports

Before you share your ROI reports with your clients or management, you should validate and verify your data and reports to ensure their accuracy and reliability. This means checking your data sources, calculations, assumptions, and methodologies, and making sure that they are correct, complete, and consistent. You should also compare your data and reports with other sources, such as industry benchmarks, competitor analysis, or feedback surveys, to validate your findings and insights. Finally, you should review your reports for clarity, accuracy, and relevance, and make sure that they answer the key questions and goals of your audience.

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5 Test and optimize your strategy

The final way to ensure accurate and reliable ROI reporting is to test and optimize your strategy based on your data and reports. Your ROI reports should not only show your results, but also provide you with insights and recommendations on how to improve your performance. You should use your reports to identify what works and what doesn't, and to test new ideas, tactics, or channels. You should also use your reports to optimize your budget allocation, targeting, messaging, and content. By testing and optimizing your strategy, you will not only improve your ROI, but also your reporting quality and accuracy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Brooke Hattie

Partner at Lean Layer
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If things aren't set up properly or you have unreliable data, this could lead to you making budgeting decisions based on inaccurate data. Work with your revops team for this & if you don't have one, lean on an external agency to help. Data integrity is such an essential part of doing any sort of ROI analyses. You need to ensure your company is aligned on what you're counting as costs, where that information is stored, which fields are accurate and what your attribution model is. Can you attribute this 'closed/won' deal exclusively to your most recent event that you're trying to calculate ROI on or was there another touchpoint they've had that this attribution should be evenly split with? Aligning on a model is a key part of ROI analyses.

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What are the best ways to ensure accurate and reliable ROI reporting?

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3

4

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1 Define your goals and metrics

2 Choose the right tools and platforms

3 Establish a reporting process and schedule

4 Validate and verify your data and reports

5 Test and optimize your strategy

6 Here’s what else to consider

B2B Marketing Strategy

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What are the best ways to ensure accurate and reliable ROI reporting?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose the right tools and platforms

3 Establish a reporting process and schedule

4 Validate and verify your data and reports

5 Test and optimize your strategy

6 Here’s what else to consider

B2B Marketing Strategy

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