FACT SHEET

DataDriven MarCom™, Inc. provides B2B marketers with full-service management of the metrics they need to demonstrate ROI of their marketing communications.

Who: DataDriven MarCom was founded by Merry Elrick after twelve years as president of Elrick Business Communications, Inc. Her clients included major corporations, such as BP, GE and Siemens. Elrick worked with a technical database team to create a tool to help clients determine ROI and measure the success of marketing communications.

What: At a glance, DataDriven MarCom shows communicators which campaigns and tactics are pulling in the most leads and generating the greatest revenue in sales. Further, users can get the following printed reports:

• Lead status by tactic. This report shows which tactics-advertising, PR, direct mail, trade shows, the Internet-are pulling the greatest number of leads and sales.
• Lead status by company. This gives marketers a list of corporations that have responded to their communications, and indicates resulting sales.
• Lead status by salesperson or distributor. This shows how many leads each salesperson or distributor has received, and of those, how many turned into sales.
• Campaign comparison: ROI. This allows marketers to compare a program's budget to the actual costs, and shows the resulting estimated revenue to date-metrics required to calculate ROI.
• Tactic comparison: ROI. This compares the total cost of each tactic to the estimated revenue of each to date-more metrics that help determine ROI.
• Publication comparison: advertising to date. This allows marketers to compare the number of qualified leads and sales generated by each publication and Website on your media schedule, the total insertion fees for each, and the estimated revenue to date for each.
• Publication comparison: editorial coverage to date. This shows-by publication and/or Website-what editorial coverage has been received that generated leads and sales. It indicates costs to date and estimated revenue to date for all lead-generating PR.

The information in these reports is powerful: It provides marketers with a solid rationale for upcoming budgets. It compares actual budget to costs to date in real-time. It helps marketers show the ROI of each component of their marketing communications. It allows them to adjust their existing programs to get the greatest impact for their investments. And, over time, it helps them increase the return on their marketing investments-ROMI.

When: DataDriven MarCom was incorporated March 11, 2003.

Where: www.datadrivenmarcom.com

Why: Because it's about time marketers got serious about ROI.

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