No matter which path you choose, Allocadia makes it easy to measure impact and determine where to spend your next marketing dollar.

Measuring marketing ROI can be complex, and there’s no single set of measurements that’s appropriate for every business. But no matter how you look at ROI, one thing is certain: you need a clear and accurate view of your marketing investment numbers — the “i” in ROI.

Allocadia provides total confidence in your marketing spend data. With that strong foundation, you can choose to measure ROI in the ways that are best for your marketing organization, tech stack, and overall business.

Allocadia is a flexible platform that supports a variety marketing ROI measurement methods.

Here are the 3 paths to ROI that our customers use.

Aggregate ROI

Are we generating results that support our corporate strategies?

Companies set goals: revenue, geographic or product market penetration, and so on. Aggregate ROI lets you measure marketing’s contribution to these goals.

Rather than getting “into the weeds” of the effectiveness of specific tactics, Aggregate ROI looks at the broader, strategic picture. For example, you might evaluate the marketing-driven pipeline in a specific region or business unit against how much Marketing spent to achieve those results.

Aggregate ROI is ideal for organizations just getting started with marketing ROI measurement, or companies using analyst frameworks such as those from SiriusDecisions.

Technologies

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Allocadia can measure Aggregate ROI using data from virtually any CRM system or Point of Sale system. Marketing spend managed in Allocadia can easily be sorted and rolled up by any metric or category required.

Technologies

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For customers of Salesforce CRM, Allocadia offers a built-in marketing attribution solution, supporting starter attribution models.

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Allocadia can also work alongside any third-party attribution modeling solution, including the ones shown above.

Attribution-based ROI

Which specific tactics were most cost-effective at generating pipeline and revenue?

For most organizations, revenue trumps any other objective. Marketers need to know which programs are working (and which aren’t) so they can optimize the sales pipeline and redirect investments to places that will earn the best return.

Attribution-based ROI helps you answer pivotal questions about your programs and activities, such as:

  • Which programs are most efficient at bringing customers into the sales cycle?
  • Which are best at nurturing prospects along their journey?
  • Which are most cost-effective at converting them to genuine opportunities?

Technologies

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For customers of Salesforce CRM, Allocadia offers a built-in marketing attribution solution, supporting basic attribution models.

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Allocadia can also work alongside any third-party attribution modeling solution, including the ones shown above.

Custom ROI (Data Modeling)

How can we answer multiple ROI questions across business units and geographies and at different viewpoints from top down to bottom up?

Organizations with larger and more complex data sets (or organizations with higher marketing performance maturity) often use advanced data science tools and techniques to make sense of it all.

As the system of record for detailed marketing spend data, Allocadia is a critical data source for measuring ROI. You can easily extract the data you need with our robust API so your data science team can put it to work alongside all your other relevant data, whether that’s in a business intelligence platform or in a custom modelling and analysis tool.

Technologies

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Marketing spend data from Allocadia can easily be exported via API to be analyzed alongside your organization’s other data sources in any business intelligence tool.

Read more about Allocadia’s capabilities in this area: Marketing Results Measurement & ROI