Marketing Performance Management

Marketers everywhere are living under the "measurement imperative." While stakeholders understand the strategic importance of marketing and its ability to grow the top line, they also expect measurable results. Today's environment of accountability requires that marketing plan effectively and deliver outcomes that are measurable and commensurate with the investments in marketing programs.

Aprimo Marketing Performance Management (MPM) is one component of Aprimo Marketing that allows you to answer tough questions about marketing productivity, effectiveness, and contribution to the strategic objectives of the business. It is a comprehensive application for marketing analytics which includes:
  • Ability to load data from multiple data sources
  • Integrate with your Enterprise Data Warehouse
  • Reporting Empowerment
  • Business Intelligence Tool Agnostic
  • Executive Dashboards

Like all other components of Aprimo Marketing, It is based on our Enterprise Marketing Backbone that provides access to the full range of data and processes that are managed by Aprimo. It also integrates data from other sources that are required to give you a complete picture of your marketing effectiveness.

The Challenges Which Marketing Performance Management Address:
  • Improve transparency of your marketing process. Marketing process owners are forever frustrated at their lack of insight into their programs and initiatives. Aprimo Marketing Performance Management provides complete access to where a process might be broken or stalled. And when the results are in, you will have a clear picture of what efforts delivered projected ROI.
  • Increase data accuracy with the single version of the truth. Aprimo Marketing provides one platform for managing the marketing enterprise. As a result, data relating to costs, results, resources, and approach are stored in one location. Marketing Performance Management provides the key to turning this valuable asset into business insight.
  • Optimize a multi-channel marketing effort. True multi-channel marketing requires an understanding of how channels work together to deliver an end result. Marketers need to understand what contributes to a response and how they can align their scarce resources to maximize financial results.
The Aprimo Marketing Performance Management Difference:
  • Data integration. Getting a complete picture of your marketing performance requires access to a wide variety of data. One element of the Enterprise Marketing Backbone is a "metadata layer" that maps complex operational data into business constructs. These can be combined with outside data sources to close the loop and deliver business insight.
  • Real-time Operational Reporting. Marketing Performance Management is a dynamic application that empowers you to answer the questions you have when you want. This provides real-time insight into your marketing processes. You can monitor processes and detect variances as they occur. Challenges can be tackled before they become crises.
  • Ease of use. The entire Marketing Performance Management application is designed for marketers and delivered through a friendly browser interface. Easy to use dashboards can be configured to provide business insight.
  • Role based design. Like the rest of Aprimo Marketing, Marketing Performance Management is set within a role-based framework. Access to data, reports and functionality is restricted by role and individual. Power is delivered where it is needed and restricted where appropriate.
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