8 Pro Marketing Charts your CEO wants to see

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2 8 Pro Marketing Charts your CEO wants to see and how you can create them in Excel Tell your company s marketing story through stunning charts Marketing has evolved from being an art to being a scientifically robust practice, and the marketing function of a company is now expected to measure its success. The instructions in this book will enable you to tell the story of marketing in your company. Guided though key marketing metrics and utilizing Microsoft Excel, you will be able to produce visually stunning charts that clearly show your CEO the return on investment that marketing provides. In this beautiful book, step by step instructions allow those with a basic knowledge of Excel to produce eight critical charts that keep marketing professionals honest, and their CEOs convinced of the value of marketing. This is the manual for designing marketing metric charts. 1

3 Copyright 2015 by Story456 All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. First Published, 2015 Story456 Font License: OpenSans-Light.ttf: Digitized data copyright , Google Corporation. Licensed under the Apache License, Version 2.0 (the "License"); you may not use this file except in compliance with the License. You may obtain a copy of the License at Unless required by applicable law or agreed to in writing, software distributed under the License is distributed on an "AS IS" BASIS, WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. See the License for the specific language governing permissions and limitations under the License. 2

4 CONTENTS INTRODUCTION... 4 WHY THIS BOOK?... 4 WHAT YOU NEED BEFORE STARTING... 4 A NOTE ABOUT EXCEL VERSIONS... 4 A NOTE ABOUT THE INSTRUCTIONS... 4 TOTAL CUSTOMER ACQUISITION COSTS... 5 CUSTOMERS AQUIRED PER CAMPAIGN... 9 LIFETIME VALUE OF A CUSTOMER CUSTOMER ACQUISITION COSTS VS LIFETIME VALUE CUSTOMER FUNNEL CUSTOMER FUNNEL TIMELINE PROPORTION OF CUSTOMERS FROM MARKETING SIZE OF MARKET AND MARKET SHARE APPENDIX MICROSOFT MACRO TO ADD LABELS TO DATA POINTS

5 INTRODUCTION WHY THIS BOOK? Marketing has become more important as more companies are connecting with more people, in more places than ever before. The success of the marketing function however, has historically been difficult to measure and historically may have been considered more an art than a science. However, if you don t measure something, it s harder to improve it. As marketing has developed, so too has its measurement sophistication. Thinking has now evolved to consider the system that marketing operates in, measure its inputs and outputs, and quantify its success. There is no denying that visually stunning charts add value. They entice people, and help tell a story. Often design is outsourced to experts, however the aim of this book is to equip marketing professionals with an understanding of the basics of Excel and provide instructions to help tell the story of marketing and pitch that story to those that influence marketing budgets CEOs. Excel is a flexible tool, a blank canvas that is widely available. With the direction in this book you can produce visually stunning charts. Use this book to show your CEO the value marketing is adding, with visually stunning charts you design. WHAT YOU NEED BEFORE STARTING Microsoft Excel (your version is probably okay, see A note about Excel versions below). A basic knowledge of Excel. Knowing how to do things such as navigate the basic menus, open and save files, enter formulas etc. The instructions in this book are fairly detailed, but a basic intuition about how to fix minor issues will go a long way. Access to your company data pertaining to relevant metrics. Some of this data may be in an operations area (e.g. lifetime value of customer). Where the data is not available, the expertise to estimate. This again may require calling upon expertise from an operational department. A NOTE ABOUT EXCEL VERSIONS There are variations in the functionality and user interface of different versions of Microsoft Excel. The most marked changes in the last decade were in the release of the 2007 version of Excel and again in the 2013 version. The instructions in this book cover all versions from Excel 2007 onwards, which is 2007, 2010, 2013 and The instructions are written with the latest version in mind, with notes to highlight significant differences with relating to older versions of Excel. If you are using Excel 2007 or 2010 before you start each numbered step, check at the bottom of that set of instructions to see if there are any variations to the instructions with your version of Excel. If you have Office 365 you will likely be using the latest version of Excel. Office 365 is a subscription based version of Microsoft Office products with some cloud based services, and providers up-to-date subscribers with the latest versions of Microsoft applications. A NOTE ABOUT THE INSTRUCTIONS While efforts have been taken to ensure that the instructions are complete, and reasonably fool-proof we cannot guarantee that they are free from error. 4

6 TOTAL CUSTOMER ACQUISITION COSTS WHY YOUR CEO WANTS TO SEE THIS CHART Your CEO wants to know how much you are spending. We can show them this at the same time as giving them some context - how much are we spending in the context of the benefits received - acquiring customers. Enter the first metric: Customer Acquisition Costs, or CAC for short. CAC can be expressed as a total, or a cost to acquire a single customer. Here, we are expressing the total. We can break down the costs between key areas like campaign costs, wages, and include sales costs if we decide to. This allows our CEO to see what we're spending overall, what the trend is, and what the relative difference is between key areas like campaigns and wages. HOW YOU SHOULD ARRANGE YOUR DATA An easy one to start with. A row for each cost you want to split out, and a column for each date period you want to see. 5

7 HOW YOU MAKE THE CHART 1. Create the Chart Select all of the data, including the cost and period labels and click on the Ribbon Insert -> Column -> Stacked Column. The icons for Column and Stacked Column are displayed below. NOTE Yes, Stacked Column, not Area Chart just yet. It'll all become clear. To see what the name of the chart you want to select is, hover over it and Excel will bring up a small label. Drag the border of the chart to make it larger. Roughly double its size if you can fit it in your screen. 2. Delete Vertical Axis, Gridlines, and Border Single-click on the vertical axis, hit Delete on your keyboard. Single-click any of the gridlines (apart from the lines on either edge of the chart), hit Delete on your keyboard. Single-click on the legend, hit Delete on your keyboard. Single-click on the title and hit Delete on your keyboard. Right-click on the border of the chart, click Format Chart Area -> Border -> No line. Close the Formatting Task Pane (which is the box that pops up on the right-hand side of your screen) by clicking on the X in the top right hand side. EDITIONS In Office 2007/10 you will need to click Border Color instead of Border. You will need to close the dialog box by clicking Close instead of closing the Formatting Task Pane. The step to delete the title is not required. 3. Add labels to the last time period Single-click on any bar color in the graph. Single-click on any portion of the last time period's bar of the same color. Right-click on that same color in the last period, click Add data label. A data label of a number should be created. Single-click on the data label. Pause. 6