Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
Digital Marketing ROI: Which Half of My Digital Is Working?
1. Which Half of My Digital
Marketing Is Working?
@David_Rogers
Author, “The Network Is Your Customer”
Faculty director, Digital Marketing Strategy,
Columbia Business School
AMA Research and Strategy Summit 2012
Leading Research Transformation
6. “Half the money I spend on
advertising is wasted.
The trouble is I don't know
which half.”
- John Wanamaker, 19th century department-store
magnate and father of advertising
6
8. “Marketing ROI in the Era of Big Data”
• Use of data
• Use of digital channels
• Measurement across
digital & traditional
• ROI best practices
9. 100% of CMOs agree that
successful brands use customer data
to drive marketing decisions
but
39% of marketers say they can’t
turn their data into actionable insight
40. 3.5m YouTube views
2.7m Twitter impressions
38% pre-launch awareness
in target audience
100k+ test drives
41. Channel Universal
Audience Financial
engagement engagement
Pre-
Social Social launch Sales
media media aware
views inter- ness
action
Test Savings
drives on mkg
(lead spend
gen)
42. Marketing funnel & customer networks
Broadcast Customer Networks
TV, radio, out-of-door Search, buzz, blogs
,
Direct mail, brochure Online research, user reviews
Product test, comparison Social networks, YouTube,
local search
In-store purchase Group discounts, purchase
on-line/in-store/mobile
Reward points “Friending” (FB, Twitter, email),
customized up-selling
Reviews, links, “likes,”
social buzz
42
52. 7 Habits of the agile marketing modeler
1. Make it everyone’s job Not “dept of big metrics”
2. Be iterative Don’t wait for the annual survey
3. Be skeptical Don’t accept just any metric
4. Be data-driven Not just hunches & feels-good
5. Be customer-centric Don’t lose yourself in the data
6. Be imperfect Don’t wait for perfection
7. Be decision-driven Never measure just to measure
53. Objectives 4 Kinds of
first Metrics
Focus on Build your
KPIs own model
54. Thank you!
contact@davidrogers.biz
Email me for:
• Slides
• Research study