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


EFFORT VALUE Marketing

activity


Do you have a formal ROI framework in place?


Why do you measure ROI?


How do you measure your marketing success?


§  It ain’t easy

§ You’re not alone

§ Channel measurement is the biggest challenge


P PERSON

§  Who is on database?

§  What are they worth

§  Shift customer value


MROI = Profit

Investment


MROI = Revenue - Expenses

Investment


§ Not just sales

§ What about the asset value?

§ Yield and capital


Revenue - Expenses

Investment = MROI + Brand

Value


Revenue - Expenses

Investment = MROI + Brand

Value X Time


Sales

Engagement

Reach

Influence Awareness

Opens

Clicks

Referral

Likes

Shares

Tweets


§ More channel choices for marketing $

§ Marketing mix more complex

§ Lower budget per channel

§ Harder to measure and deliver ROI


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Campaign Channel

MROI


Campaign Channel Segment

MROI


Do you segment your customer database?


What percentage of your customers drives the

majority of your revenue?


Campaign Channel Segment Lifecycle

MROI


Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l

Relationship Knowledge & Value

Fan

Ambassador

Advocate

Aware

Interact

Desire

Like

Love

Adore


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


Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l


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


How should we use Digital?

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

User generated

content


Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l


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


Customer

Prospect

Visitor

Suspect

Pe

rmis

sio

n L

eve

l


Fan

Ambassador

Advocate

Aware

Interact

Desire

Like

Love

Adore


§  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


Ask Permission

§  www.permission.com.au

§  Jeremy Glass

§  [email protected]

§  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

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

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