Show Me The ROI: Digital Marketing Metrics Your CFO Will Love!
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This document discusses the importance of digital marketing metrics that demonstrate return on investment (ROI) to company executives. It provides an overview of key metrics to track, including audience metrics, engagement metrics, universal engagement metrics, and financial metrics. The document also discusses tools for measuring these metrics and calculating ROI, and emphasizes the importance of defining goals and metrics, measuring performance, and making ongoing refinements to improve results.
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Show Me The ROI: Digital Marketing Metrics Your CFO Will Love!
- 1. SHOW ME THE ROI! Digital Marketing Metrics Your CFO Will Love By: Clark T. Bell (@clarktbell)
- 2. Resources: Slideshare.net/clarktbell Clarktbell.com Twitter.com/clarktbell @clarktbell @utahtechcouncil
- 4. Twitter.com/clarktbell Linkedin.com/in/clarktbell Founder of ClutchFuse (Sold) Founder of Aqua-Yield GM/Partner BioGrass Digital Marketing Consultant Emphasis: SEO, Conversion, Content Strategy, Performance, UX, Social. Personal website: www.clarktbell.com @clarktbell @utahtechcouncil
- 10. 57% are not basing their marketing budgets on any ROI analysis. @clarktbell @utahtechcouncil
- 17. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Analytics @clarktbell @utahtechcouncil
- 19. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Analytics @clarktbell @utahtechcouncil
- 20. Paid vs. Owned vs. Earned Media @clarktbell @utahtechcouncil
- 21. Paid vs. Owned vs. Earned Media Paid: Sponsorships SEM (PPC/CPC) Banner/Display Ads Paid Influencers Affiliate Paid Social View Through’s Click Through’s @clarktbell @utahtechcouncil
- 22. Paid vs. Owned vs. Earned Media Earned: Mentions Reviews Posts Shares Social Shares SEO Organic articles @clarktbell @utahtechcouncil
- 23. Paid vs. Owned vs. Earned Media Owned: Website Properties: Actual website Blog Mobile Site Email subscribers RSS subscribers Social Fans @clarktbell @utahtechcouncil
- 25. ROI Quiz @clarktbell @utahtechcouncil
- 27. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Conversion @clarktbell @utahtechcouncil
- 28. Increase in non-branded organic traffic @clarktbell @utahtechcouncil
- 29. Increase in inbound links @clarktbell @utahtechcouncil
- 30. High Quality Traffic @clarktbell @utahtechcouncil
- 32. Goals Achieved @clarktbell @utahtechcouncil
- 33. Application Downloads @clarktbell @utahtechcouncil
- 34. Re-Engagement Level @clarktbell @utahtechcouncil
- 35. Response Rate @clarktbell @utahtechcouncil
- 36. Targetted Visitors @clarktbell @utahtechcouncil
- 37. Views: Page, Video, Document @clarktbell @utahtechcouncil
- 38. Social Signals @clarktbell @utahtechcouncil
- 40. Leads Generated -Filled out contact form -Subscriptions -Registrations -RSS Feeds @clarktbell @utahtechcouncil
- 41. Reach (Impressions) @clarktbell @utahtechcouncil
- 42. Site Traffic @clarktbell @utahtechcouncil
- 43. Leads Generated Sign-ups @clarktbell @utahtechcouncil
- 44. Return on Ad Spend @clarktbell @utahtechcouncil
- 45. Point Per Impression @clarktbell @utahtechcouncil
- 46. Profit Per Click @clarktbell @utahtechcouncil
- 47. Return On Use of SAAS/Tool/Product @clarktbell @utahtechcouncil
- 48. ROI Of Improvements Made @clarktbell @utahtechcouncil
- 49. Ideal Conversion Tests for ROI Test: -Copy -A/B (Not Multivariate) -Use of Testimonials -Campaign Specific Landing Pages @clarktbell @utahtechcouncil
- 50. 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? @clarktbell @utahtechcouncil
- 51. Digital Marketing ROI Metrics (Gross Profit – Marketing Investment) Marketing Investment @clarktbell @utahtechcouncil
- 52. How to calculate Gross profit? Gross Profit = Gross Revenue – Cost of goods sold @clarktbell @utahtechcouncil
- 53. How to calculate Gross profit? Gross Profit = Gross Revenue * Profit Margin @clarktbell @utahtechcouncil
- 54. Digital Marketing ROI Metrics http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/ @clarktbell @utahtechcouncil
- 55. Digital Marketing ROI Metrics Define Metrics @clarktbell @utahtechcouncil
- 56. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 1. Audience Metrics 2.Channel Engagement Metrics 3.4.Financial Metrics @clarktbell @utahtechcouncil
- 57. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 1. Audience Metrics -Frequency -Reach -Fans/Followers -Views -Monthly Uniques @clarktbell @utahtechcouncil
- 58. 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) @clarktbell @utahtechcouncil
- 59. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 3.Universal Engagement Metrics -Brand awareness -Brand sentiment -Purchase intent -Customer Satisfaction -Net Promoter Score (word-of-mouth) @clarktbell @utahtechcouncil
- 60. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 4. Financial Metrics -Revenue -Market Share -Customer Aqcuisition -Customer Retention @clarktbell @utahtechcouncil
- 61. Digital Marketing ROI Metrics Four Metrics Audience Channel Engagement Financial Metrics Universal Engagement @clarktbell @utahtechcouncil
- 62. Digital Marketing ROI Tools @clarktbell @utahtechcouncil
- 65. 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! @clarktbell @utahtechcouncil
- 67. Thanks! Email: clarktbell@gmail.com Website: www.clarktbell.com Twitter: @clarktbell LinkedIn: /in/clarktbell Cell: 801-891-1717 @clarktbell @utahtechcouncil