5 Simple Secrets to Totally Rocking Your

Digital Marketing ROI

Rajeev Sharma, CTO & Cofounder, GreyBox Technologies

9th September 2016

Rajeev Sharma

✔ Almost 2 Decades of total experience

✔ Marketing specialties:

- Web Analytics - PPC

- Conversion Optimization - Email

- Content Strategy - Social

- User Experience Optimization

✔ Information Technology fascinates Rajeev, he is a Google certified web analyst, digital

marketing consultant and a coder.

✔ Working closely with various B2B and B2C businesses to achieve their online goals he

has produced successful results, including measuring the true contribution of each online

marketing channel, through the Analytics Infrastructure he deploys.

✔ GreyBox Technologies is invited by IIM, IIT as the industry expert to share industry

insights

✔ GreyBox Technologies has conducted trainings for Microsoft, Google, Phillips, SAP,

EY (Earnst and Young), Hexaware, Bajaj Financial Services, Times Internet

Why care about Digital Media

(Opportunities and Trends)

ROI?

Half the money I spend on advertising is

wasted; the trouble is, I don't know which half?

- John Wannamaker (1838 – 1922), a

proponent of advertising and a "pioneer in

marketing".

ROI?

• Return On Investment measures the amount

of return on an investment relative to the

investment's cost. To calculate ROI, the

benefit (or return) of an investment is

divided by the cost of the investment, and

the result is expressed as a percentage or a

ratio.

Secret #1

Identify your business goals

Measuring outcomes

• One of the most important steps of digital

analytics is determining what your ultimate

business objectives or outcomes are and,

how you expect to measure those outcomes.

Five common business objectives

Secret #2

Measurement and Analysis, finding new

opportunities.

Conversion Rate

• The percentage of visitors who take a desired

action. • In this example the CR is 5%

• CR = Leads / Visits * 100

• 5% CR = 1 lead / 20 visitors * 100

Conversion rate of online shoppers worldwide

as of 1st quarter 2016

Segmentation examples

(Conversion by device category) Aggregated Data

Segmented Data

Analytics e-com – How the visitors landing on

your site? What business value they bring?

Analytics - Leads – How the visitors landing on

your site? What business value they bring?

Analytics – Geo Location

Where they come from?

Analytics - Languages

What languages they speak?

Analytics - Demography

Secret #3

Chat

Chat is The Untapped Potential for Your

Business

• Live Chat is Convenient for Customers

– A study called “Making Proactive Chat Work” that was conducted by

Forrester Research found the following:

“Many online consumers want help from a live person while they are

shopping online; in fact, 44% of online consumers say that having

questions answered by a live person while in the middle of an online

purchase is one of the most important features a Web site can

offer.”

Pro Tip – Train your people to handle chat, develop a script to

be the most effective.

Chat is The Untapped Potential for Your

Business

• Live Chat Increases Sales

– Chatters spend 60% more per purchase than non-chatters (68%

more on mobile)

– Chatters are 4.6x more likely to convert than a regular website

visitor

– Proactive chat increases a site’s engagement by 313%

– You can check this @

https://www.boldchat.com/features

Triggering Chat

• Trigger it when the user is at the lead generation page:

–

Triggering Chat

• Trigger it when the user is at the checkout confirmation:

–

Secret #4

Unique phone number on your website

• To measure the true business value of it and

• It would be great to have unique numbers

marketing channels wise to be measure it

more effectively.

Pro Tip - Time to move to cloud telephony

Secret #5

Secret #5

Stop picking losers • Penny saved is Penny earned

Measuring every campaign

Use UTM Parameters • Concatenate UTM parameters to your destination pages i.e. landing

pages URLs

• Demo - Let’s check on a live account

Q&A

All Yours