show me the roi: digital marketing metrics your cfo will love!
TRANSCRIPT
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
@utahtechcouncil@clarktbell
www.getfluid.com
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@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
57% are not basing their marketing budgets on any ROI analysis.
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
SEO Mobile Email Content Social PPC Automation Analytics
The 8 Pillars of Digital Marketing
@utahtechcouncil@clarktbell
@utahtechcouncil@clarktbell
SEO Mobile Email Content Social PPC Automation Analytics
The 8 Pillars of Digital Marketing
@utahtechcouncil@clarktbell
Paid vs. Owned vs. Earned Media
@utahtechcouncil@clarktbell
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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@utahtechcouncil@clarktbell
ROI Quiz
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@utahtechcouncil@clarktbell
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
@utahtechcouncil@clarktbell
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)
@utahtechcouncil@clarktbell
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)
@utahtechcouncil@clarktbell
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: [email protected]: www.clarktbell.comTwitter: @clarktbellLinkedIn: /in/clarktbellCell: 801-891-1717