The Wicked Reports Playbook

The end to end guide on turning Wicked Reports Data into Insights and Action.

I developed this guide so it would be crystal clear to our customers, leads, and internal team exactly how to act on the data and insights from the Wicked Reports platform.  

Think of this document as the table of contents that will jump to the specific video, play, or how-to guide.  Most links will take you to a separate tab, others will jump you down below.

You can download a PDF of this playbook here -> (coming April 2021)


The Wicked Philosophy

Using This Playbook

Wicked Quick Wins: Determining the Correct Attribution Model

Wicked Quick Wins: Optimizing marketing campaigns with Full Impact ROI attribution

Wicked Quick Wins: Optimizing marketing campaigns with Last Click ROI attribution

Wicked Quick Wins: Evaluating New Lead LTV & ROI Over Time with the New Lead Cohort

Wicked Quick Wins: Evaluating New Customer LTV & ROI Over Time with the New Customer Cohort

Wicked Quick Wins: Optimizing marketing campaigns with First Click ROI attribution

Wicked Quick Wins: Optimizing marketing campaigns with New Lead ROI attribution

Wicked Quick Wins: Optimizing marketing campaigns with Re-Engaged Lead ROI attribution

Wicked Quick Wins: Optimizing marketing campaigns with Linear ROI attribution

Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign

Wicked Quick Wins: Predictive Behaviors to Analyze the Customer Buying Cycle

Additional Resources


  1. The Wicked Philosophy

    All clicks and conversions are not created equal.


    Leads take time to buy.


    You can’t trust what you can’t prove.


    Accurate Customer Lifetime Value is the foundation.


    ROI is the goal.


    Match the attribution model to the campaign goal.


    Act on your data with Wicked’s Scale, Kill, Chill framework.

  2. Using This Playbook

    Wicked Reports relies on real clicks, real lead and sale conversions, tied to real ad spend.  Sometimes our customers are fully set up in an hour or so.  Other times it can take up to a week depending on tech stack complexity and integration time (if the customer does not have our standard CRM and Shopping Cart integrations).


    Some of the Wicked Quick Wins are available sooner than others.  Certain attribution models need time to be seasoned with data over a complete customer buying cycle before they can effectively be deployed to optimize your campaigns.


    Here is a handy matrix to use for play usage based on your Wicked Reports setup and your customer buying cycle.


    Insight Timeline

    Wicked Quick Win

    Immediately - it is a critical asset to understand attribution and get insights

    Determining the Correct Attribution Model

    1 day after CRM integration, Shopping cart integration, and clicks tracked

    Optimizing marketing campaigns with Last Click ROI attribution

    1 day after CRM integration, Shopping cart integration, and clicks tracked

    Optimizing marketing campaigns with Full Impact ROI attribution

    1 day after CRM and shopping cart integration

    Evaluating New Customer LTV & ROI Over Time with the New Customer Cohort

    1 day after CRM and shopping cart integration

    Evaluating New Lead LTV & ROI Over Time with the New Lead Cohort

    1 day after CRM and shopping cart integration

    Predictive Behaviors to Analyze the Customer Buying Cycle

    1 week after CRM integration, Shopping cart integration, and clicks tracked

    Determining Kill or Chill on a Low ROI Campaign

    2 weeks after CRM integration, Shopping cart integration, and clicks tracked

    Optimizing marketing campaigns with Linear ROI attribution

    2 weeks after CRM integration, Shopping cart integration, and clicks tracked

    Optimizing marketing campaigns with First Click ROI attribution

    2 weeks after CRM integration, Shopping cart integration, and clicks tracked

    Optimizing marketing campaigns with New Lead ROI attribution

    2 weeks after CRM integration, Shopping cart integration, and clicks tracked

    Optimizing marketing campaigns with Re-Engaged Lead ROI attribution

  3. Wicked Quick Wins: Determining the Correct Attribution Model



    Click here to jump to a full breakdown of this play in a new tab.

  4. Wicked Quick Wins: Optimizing marketing campaigns with Full Impact ROI attribution

    The Full Impact ROI Optimization Play

    1. Using the ROI report, choose Full Impact Attribution
    2. Find the High ROI campaigns
    3. Select a Campaign Using the Campaign Explorer
    4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
    5. Repeat steps 3 & 4 for all the high ROI campaigns.
    6. Find the low ROI campaigns
    7. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”
    Click here to jump to a full breakdown of this play in a new tab.
  5. Wicked Quick Wins: Optimizing marketing campaigns with Last Click ROI attribution

    The Last Click ROI Optimization Play

    1. Using the ROI report, choose Last Click Attribution
    2. Find the High ROI campaigns
    3. Select a Campaign Using the Campaign Explorer
    4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
    5. Repeat steps 3 & 4 for all the high ROI campaigns.
    6. Find the low ROI campaigns
    7. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign

     

    Click here to jump to a full breakdown of this play in a new tab.

  6. Wicked Quick Wins: Evaluating New Lead LTV & ROI Over Time with the New Lead Cohort

     

    Click here to jump to a full breakdown of this play in a new tab.
  7. Wicked Quick Wins: Evaluating New Customer LTV & ROI Over Time with the New Customer Cohort

     

    Click here to jump to a full breakdown of this play in a new tab.
  8. Wicked Quick Wins: Optimizing marketing campaigns with First Click ROI attribution

    The First Click ROI Optimization Play

    1. Using the ROI Report, choose First Click Attribution
    2. Find the High ROI campaigns
    3. Select a Campaign Using the Campaign Explorer
    4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
    5. Repeat steps 3 & 4 for all the high ROI campaigns.
    6. Find the low ROI campaigns
    7. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”


    Click here to jump to a full breakdown of this play in a new tab.
  9. Wicked Quick Wins: Optimizing marketing campaigns with New Lead ROI attribution

    The New Lead ROI Optimization Play

    1. Choose New Lead Attribution
    2. Find the High ROI campaigns
    3. Select a Campaign Using the Campaign Explorer
    4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
    5. Repeat steps 3 & 4 for all the high ROI campaigns.
    6. Find the low ROI campaigns
    7. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”
    Click here to jump to a full breakdown of this play in a new tab.
  10. Wicked Quick Wins: Optimizing marketing campaigns with Re-Engaged Lead ROI attribution

     

    Click here to jump to a full breakdown of this play in a new tab.
  11. Wicked Quick Wins: Optimizing marketing campaigns with Linear ROI attribution

    The Linear ROI Optimization Play

    1. Using the ROI Report, Choose Linear Attribution
    2. Find the High ROI campaigns
    3. Select a Campaign Using the Campaign Explorer
    4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
    5. Repeat steps 3 & 4 for all the high ROI campaigns.
    6. Find the low ROI campaigns
    7. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”
    Click here to jump to a full breakdown of this play in a new tab.
  12. Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign

    When to use the “Determining Kill or Chill on a Low ROI campaign” play

    A campaign is showing lower relative ROI than other campaigns for a selected attribution model.

    The “Determining Kill or Chill on a Low ROI campaign” play

    1. How long has Wicked been tracking clicks?
      1. Scroll to the right of the campaign row and identify the first click date.
    2. Check the Forecasted Campaign Evaluation Time
      1. How long do leads take to buy, if they don’t convert right away?
      2. Open up Predictive Behaviors report in a separate tab.
      3. Set the date range for last year and run report.
      4. The “Forecasted Campaign Evaluation Time” is our recommended minimum baseline of how long a campaign should take to start showing results.
      5. This timeline works for all campaign goals, even if the goal is not lead gen.
    3. If the campaign has not been running as long as the “Forecasted Campaign Evaluation Time”, chill and give it time before making a decision to cut ad spend.
    4. If the campaign has been running longer than the “Forecasted Campaign Evaluation Time”, you can cut ad spend if unhappy with the ROI if that is the decision after running the rest of this process.
    5. Measure the campaign using Linear ROI 

    Now we want to see where the campaign is making money in the customer journey, if anywhere.  You might be able to move the ad spend to that specific point and turn off the ad spend elsewhere in the journey. Here is how to detect that:

    a. Go to the ROI report.

    b. Select the campaign in the campaign filter.

    c. Select Linear ROI

    d. Analyze the customer journey conversions

    Scroll to the far right along the campaign row.  There are fields “First Click Sales”, “New Lead Sales”, “ReEngaged Lead Sales” and “Last Click Sales”.  These fields are telling you where the conversions are coming from.

    Is there a significantly larger amount of sales occurring at either First Click, New Lead, Re-Engaged Lead, or Last Click sales fields?

    CHILL - If there is high enough ROI somewhere in the customer journey

    CHILL - If the campaign's clicks have not been tracked for a long enough period
    ELSE KILL - Neither of the CHILL  conditions are met
    Click here to jump to a full breakdown of this play in a new tab.
  13. Wicked Quick Wins:  Predictive Behaviors to Analyze the Customer Buying Cycle

    How to use Predictive Behaviors to Analyze the Customer Buying Cycle

    1. Open up Predictive Behaviors report in a separate tab.
    2. Set the date range for the last year and run the report.
    3. The “Forecasted Campaign Evaluation Time” is our recommended minimum baseline of how long a campaign should take to start showing results.

    This timeline works for all campaign goals, even if the goal is not lead gen.

    If the campaign has not been running as long as the “Forecasted Campaign Evaluation Time”, chill and give it time before making a decision to cut ad spend.

    If the campaign has been running longer than the “Forecasted Campaign Evaluation Time”, you can cut ad spend if unhappy with the ROI if that is the decision after running analysis indicated for the specific attribution model.

      d. Scroll down to sales velocity.

    This is the distribution of all your leads that converted to customers over time.

    The wider the distribution, the more impact your first click and new lead ROI campaigns will continue to show revenue lift over time and the longer rope you should give them to become profitable.

    Click here to jump to a full breakdown of this play in a new tab.
  14. Additional Resources

    Weekly Office Hours

    Live Q&A from a Wicked Reports team member multiple times a week.  http://wrgo.io/WickedReports/19138

    Weekly Live Training

    Live training with the CEO and Wicked Playbook creator Scott Desgrosseilliers. Scott will run through a playbook play and then take live Q&A on anything.  http://wrgo.io/WickedReports/19137

    Support Desk

    Support@wickedreports.com is a very fast way to get answers.

    Dedicated Customer Success Rep -

    All Wicked Reports customers now have a dedicated customer success representative.  You can reach out to them directly, or email our customer retention manager Joe@WickedReports.com if you need to get reacquainted with your rep.