Marketing Scorecards

Overview

Using the Marketing Scorecards section in the Dashboard allows you to track Key Performance Indicators (KPIs) for your marketing campaigns and drill down to view details on individual campaigns.

Things to know

• By default, the Dashboard shows metrics for the current day and all business units (BUs). You can set the date and BUs filters to drill down the data.

• Marketing KPIs correspond to columns from the Campaign Summary report template.

Marketing Scorecards

The Marketing Scorecards section of the Dashboard displays a table of marketing campaigns.

Each entry in the table represents a marketing campaign including the following KPIs:

• Phone: Phone number associated with the campaign.

• Leads: Number of inbound calls considered leads. A lead call lasts at least 60 seconds where the call type is not excused.
  Note: You can also classify a call as a lead manually.

• Inbound Booked: Number of jobs booked from inbound marketing calls that focus on what your customer wants.

• Sold: Number of completed jobs with an invoice subtotal that meets the job type sold threshold. Date filters apply to incoming call date or, if booked from a manual call, by job creation date.

• Inbound Booked %: Percent of inbound leads booked into jobs.

• Sold %: Percent of leads that resulted in sold jobs.

• Status: Status of the jobs.

• Revenue: Sum of income items on completed job invoices. Income items are pricebook items assigned to an income general ledger (GL) account. Date filters apply to job completion date.

Campaign scorecards

Click a campaign in the table to open the scorecard details in a new browser tab in Marketing Analytics. The scorecard reports on marketing and job booking KPIs.

Marketing KPIs

The top of the scorecard shows marketing metrics for the campaign:

• Revenue: Sum of income items on completed job invoices. Income items are pricebook items assigned to an income general ledger (GL) account. Date filters apply to job completion date.

• Sold Jobs: Number of completed jobs booked by an employee where invoice subtotal  ≥job sold threshold. Date filter applies to call date. If a job was booked through a manual call, date filters apply to the job creation date.

• Total Cost: Cost of the marketing campaign for the reporting date range based on the daily cost set in campaign settings.

• Cost Per Lead: Cost of the campaign divided by the number of call leads. Date filter applies to call date.
  The cost of each generated lead by this campaign is calculated by:
  Daily Cost [(Contents of the Daily Cost field in Analytics) x number of days within selected date range)] for selected campaign / [Any Call with a call duration over 60 seconds or that was manually classified as a lead].

• ROI: Return on investment which is the total revenue divided by the total campaign cost. The effectiveness of this category as a percentage, calculated by:
  ( (Revenue - Cost) / Cost) × 100) [Campaign Summary Dataset > ROI %]

Job booking KPIs

Below the campaign are the counts of booking-related KPIs: 

• Calls: Number of inbound calls.

• Leads: Number of inbound calls considered leads. A lead call lasts at least 60 seconds where the call type is not excused.

• Booked: Number of jobs booked from inbound calls.

• Manual Calls: Number of jobs that were booked by CSRs that have been manually attached to this campaign.

• New Customers: Number of unique inbound calls assigned to the campaign that are tied to customer records whose createdOn date is within the selected date range. Does not include excused calls. Date filter applies to the call date.

A table lists call and job details for the highlighted KPI. Click a KPI to refresh the table for that KPI.

You can interact with items in the table:

• If a job was booked, click View Job to open the job record.

• Click a call to listen to a recording of the call in the Call Playback pop-up.
  

Here, you can perform additional actions:

• Click Download to download an MP3 copy of the call.

• Click the Tags field to attach tags to the call. Click the Disk icon to save your changes.
  Tip: You can tag noteworthy calls for training and coaching purposes. Later, you can search for calls by tag.

• Click Correct to confirm that the call was correctly classified by ServiceTitan. To reclassify the call, click I’d like to reclassify the call. For more, see Reclassify and edit calls.

Calls Generated Table

With the Calls Generated table, you can track all your call events generated from the campaign including:

• Inbound Calls: Calls made to the campaign’s assigned tracking number. You can click any call event to open the Call Playback form and listen to the recording, if available.

• Manual Call jobs: Jobs booked from a Manual Call and manually assigned to the campaign.

• Reassigned inbound call jobs: Jobs booked from inbound calls made to another campaign’s tracking number but manually reassigned to this campaign.

• Direct inbound call jobs: Jobs booked from inbound calls made to this campaign’s tracking number and assigned directly to the campaign.

This table can display multiple entries for the same job. For example, a job is booked from a Manual Call and manually assigned to the campaign. Later, the customer makes two inbound calls to the campaign’s tracking number, which are linked to that job. In this case, the table shows three entries for that job: one for the Manual Call and two for the subsequent inbound calls.

You can view the following information for each call event in the table:

• Outcome: For inbound calls, this displays the call’s current classification, such as Excused, Unbooked, or Abandoned. For jobs booked through a Manual Call and manually assigned to the campaign, this displays Manual Call.

• Date/Time: For inbound calls, this displays the call’s date and time. For Manual Calls, this displays the date and time the job was booked.

• From: For inbound calls, this displays the customer’s name and phone number that the call came from. For Manual Calls, this displays the customer’s name only.

• To: For inbound calls, this displays the tracking number dialed and the related campaign name. For Manual Calls, this displays the campaign name only.

• Call Duration: Displays the duration of the call and the office employee who took the call. For Manual Calls, the duration is 0m 0s.

• Job: For call events not associated with a job, this column is blank. For any call events associated with a job, this displays the following:

  • The dollar amount on the associated job’s invoice.

  • The assigned job type.

  • Either the Existing Customer or New Customer label:

    • The Existing Customer label means the job associated with this event is not the customer’s first job within the selected date range.

    • The New Customer label means the job associated with this event is the customer’s first job within the selected date range.
      Note: The New Customer label in the Calls Generated table is not connected to the New Customers KPI in the Performance Totals.

  • View Job option that takes you to the job record for the job associated with the event.

Want to learn more?

• Visit ServiceTitan Academy to enroll in Modular Dashboard

• See Create custom reports