unlocking the power of permission to measure roi - marketing roi conference - may 2012 - jeremy...

Marketing Return on Investment Conference

29 May 2012

Unlock the power of permission

h"p://www.youtube.com/watch?feature=player_detailpage&v=1vRx5TYTmYs  

Unlock the power of permission

EFFORT VALUE Marketing

activity

Unlock the power of permission

Do you have a formal ROI framework in place?

Unlock the power of permission

Why do you measure ROI?

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

How do you measure your marketing success?

Unlock the power of permission

Unlock the power of permission

§  It ain’t easy

§ You’re not alone

§ Channel measurement is the biggest challenge

Unlock the power of permission

Unlock the power of permission

P  PERSON  

§  Who is on database?

§  What are they worth

§  Shift customer value

Unlock the power of permission

MROI = Profit

Investment

Unlock the power of permission

MROI = Revenue - Expenses

Investment

Unlock the power of permission

§ Not just sales

§ What about the asset value?

§ Yield and capital

Unlock the power of permission

Revenue - Expenses

Investment = MROI + Brand

Value

Unlock the power of permission

Revenue - Expenses

Investment = MROI + Brand

Value X Time

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Sales

Engagement

Reach

Influence Awareness

Opens

Clicks

Referral

Likes

Shares

Tweets

Unlock the power of permission

§ More channel choices for marketing $

§ Marketing mix more complex

§ Lower budget per channel

§ Harder to measure and deliver ROI

Unlock the power of permission

h"p://www.youtube.com/watch?feature=player_detailpage&v=ypmfs3z8esI  

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Unlock the power of permission

Campaign Channel

MROI

Unlock the power of permission

Unlock the power of permission

Campaign Channel Segment

MROI

Unlock the power of permission

Do you segment your customer database?

Unlock the power of permission

What percentage of your customers drives the

majority of your revenue?

Unlock the power of permission

Unlock the power of permission

Campaign Channel Segment Lifecycle

MROI

Unlock the power of permission

Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l

Relationship Knowledge & Value

Fan

Ambassador

Advocate

Aware  

Interact  

Desire  

Like  

Love  

Adore  

Unlock the power of permission

Unlock the power of permission

Birth 1 year 2 Years 3 years Conception

Caring for

baby

Baby names

Preparing for

birth

Sleep patterns

Feeding and

nutrition Crawling

Walking

Talking

Toilet training

Talking Discipline

Teething

Social skills

Bed wetting Swimming

Pregnancy Newborn Toddler Child Infant

Baby Lifecycle – Conception 3 years old 34% of all mums acquired to the DB

Unlock the power of permission

Unlock the power of permission

Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l

Relationship Knowledge & Value

Fan

Ambassador

Advocate

Aware  

Interact  

Desire  

Like  

Love  

Adore  Huggies  Blog  Huggies  Forum  Huggies  Reading  Group      

Mia  Friedman    

"   Australia’s  #1  direct  to  mum  relaYonship  markeYng  program    

What’s the ROI?

No direct link to sale •  Engagement •  Affinity •  Loyalty

Unlock the power of permission

How should we use Digital?

Unlock the power of permission h"p://epicook.com.au/    

User generated

content

Unlock the power of permission

Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l

Relationship Knowledge & Value

Fan

Ambassador

Advocate

Aware  

Interact  

Desire  

Like  

Love  

Adore  

Benchmarking  survey  Increased  purchase  from  19%  to  26%  YOY      

Receive  permission  from  over  100,000  Australian  grocery  buyers  Food  &  wine  fesYvals,  affiliate  markeYng,  in-­‐store  demonstraYons    

Epicook    User  generated  content    Social  media  placorm  45%  site  conversion  39%  repeat  site  usage  

Dr  Joanna  McMilan    

Head  chefs,  restaurateurs,    bloggers  and  food  criYcs      

Club  Ingham  &  Today’s  Turkey  targeted  newsle"ers  Highest  OR  of  52%  &  CTR  of  17%  (triple  the  industry  average)      

What’s the ROI?

No direct link to sale •  Engagement •  Affinity •  Loyalty

Unlock the power of permission

Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l

Relationship Knowledge & Value

Fan

Ambassador

Advocate

Aware  

Interact  

Desire  

Like  

Love  

Adore  

Unlock the power of permission

§  Think about measurement – Why and what?

§  Work through your process – trigger points

§  Define metrics – avoid perfection

§  Measure permission

§  Channel choice

§  Set yourself goals – make them achievable

§  Measure whatever you can

§  Test new opportunities

§  Continuously review

§  Ask Permission

Unlock the power of permission

Unlock the power of permission

Ask Permission

§  www.permission.com.au

§  Jeremy Glass

§  jeremy.glass@permission.com.au

§  02-8024 5402

§  @permission_syd

Questions about:

§ How to leverage Social Media in an ROI positive manner

§ Measure the value in my customer database

§ Get into digital?

§ Measure permission