show me the roi: digital marketing metrics your cfo will love!

SHOW ME THE ROI! Digital Marketing Metrics Your CFO Will Love

By: Clark T. Bell (@clarktbell)

@utahtechcouncil@clarktbell

Resources:

Slideshare.net/clarktbell

Clarktbell.com

Twitter.com/clarktbell

@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

Twitter.com/clarktbell

Linkedin.com/in/clarktbell

Founder of ClutchFuse (Sold)Founder of Aqua-YieldGM/Partner BioGrassDigital Marketing Consultant

Emphasis: SEO, Conversion, Content Strategy, Performance, UX, Social.

Personal website: www.clarktbell.com

@utahtechcouncil@clarktbell

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www.getfluid.com

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57% are not basing their marketing budgets on any ROI analysis.

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@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

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SEO Mobile Email Content Social PPC Automation Analytics

The 8 Pillars of Digital Marketing

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@utahtechcouncil@clarktbell

SEO Mobile Email Content Social PPC Automation Analytics

The 8 Pillars of Digital Marketing

@utahtechcouncil@clarktbell

Paid vs. Owned vs. Earned Media

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Paid vs. Owned vs. Earned Media

Paid:

SponsorshipsSEM (PPC/CPC)Banner/Display

AdsPaid InfluencersAffiliatePaid SocialView Through’sClick Through’s

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Paid vs. Owned vs. Earned Media

Earned:

MentionsReviewsPostsSharesSocial SharesSEOOrganic articles

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Paid vs. Owned vs. Earned Media

Owned:

Website Properties:Actual websiteBlogMobile Site

Email subscribersRSS subscribersSocial Fans

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ROI Quiz

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SEO Mobile Email Content Social PPC Automation Conversion

The 8 Pillars of Digital Marketing

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Increase in non-branded organic traffic

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Increase in inbound links

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High Quality Traffic

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Revenue

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Goals Achieved

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Application Downloads

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Re-Engagement Level

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Response Rate

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Targetted Visitors

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Views: Page, Video, Document

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Social Signals

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Downloads

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Leads Generated

-Filled out contact form-Subscriptions-Registrations-RSS Feeds

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Reach (Impressions)

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Site Traffic

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Leads GeneratedSign-ups

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Return on Ad Spend

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Point Per Impression

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Profit Per Click

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Return On Use of SAAS/Tool/Product

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ROI Of Improvements Made

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Ideal Conversion Tests for ROI

Test:

-Copy

-A/B (Not Multivariate)

-Use of Testimonials

-Campaign Specific Landing Pages

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Questions to Ask To Drive The Digital Marketing Plan

Product: What is your product or service?Price: How do you charge for them?History: What are the historical revenues and trends from each product line?Customer: What are your different customer segments, and how do they differ?Average Sale: What is the average revenue per sales?Time: Over what period of time do we want to track this ROI plan?Budget: What is the overall marketing budget for the period? Media Fees+ Agency + in-house resources, etc.ROI Goals: What are the revenue, customer and traffic goals for the period?Strategy: What tactics will we employ for the overall startegy?People: Who will manage the execution of this campaign?Tools: What tools will we be committed to?

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(Gross Profit – Marketing Investment) Marketing Investment

Digital Marketing ROI Metrics

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How to calculate Gross profit?

Gross Profit = Gross Revenue – Cost of goods sold

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How to calculate Gross profit?

Gross Profit = Gross Revenue * Profit Margin

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Digital Marketing ROI Metrics

http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/

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Digital Marketing ROI MetricsDefine Metrics

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Digital Marketing ROI MetricsDefine Metrics

4 Metrics:1. Audience Metrics2.Channel Engagement Metrics 3.Universal Engagement Metrics4.Financial Metrics

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Digital Marketing ROI MetricsDefine Metrics

4 Metrics:1. Audience Metrics

-Frequency-Reach-Fans/Followers-Views-Monthly Uniques

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Digital Marketing ROI Metrics

4 Metrics:2. Channel Engagement

Metrics

-Retweets/Reposts (Twitter/Instagram)-Mentions (All social channels)-Comments (Facebook/LinkedIn/Google+)-Time on Site (website)-Votes Casted (Forum/Survey on Social)-Click-throughs (brand banner ad)

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Digital Marketing ROI MetricsDefine Metrics

4 Metrics:3.Universal Engagement Metrics

-Brand awareness-Brand sentiment-Purchase intent-Customer Satisfaction-Net Promoter Score (word-of-mouth)

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Digital Marketing ROI MetricsDefine Metrics

4 Metrics:4. Financial Metrics

-Revenue-Market Share-Customer Aqcuisition-Customer Retention

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Digital Marketing ROI MetricsFour Metrics

Audience Channel Engagement

Universal EngagementFinancial Metrics

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Digital Marketing ROI Tools

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@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

Takeaways:-Define your outcomes-Define your metrics-Measure them with chosen tool-Identify where the funnel is broken-Create routines to fix these issues -Fine-tune the routines/metrics/outcomes-Wash, Rinse and Repeat until your funnel is perfect-Report the ROI and get a bonus!

@utahtechcouncil@clarktbell

@utahtechcouncil@clarktbell

Thanks!Email: clarktbell@gmail.comWebsite: www.clarktbell.comTwitter: @clarktbellLinkedIn: /in/clarktbellCell: 801-891-1717