2. We are Digital Business Partners
www.wearedbp.com
We help brands, agencies and
technology vendors to get better at what they do
Digital Marketing & Technology
Management Consultants
20. Revenue
Facebook
Share
Relative
Facebook
Share
Facebook
Campaign
Awareness
Facebook
Top of Mind
Facebook
Product
knowledge
Facebook
Purchase
Intention
Facebook
Willingness to
Recommend
Facebook ROI
Facebook Sales
Revenue as %
digital sales
revenue
Brand Facebook
share divided by
the largest
competitor’s
market share
% of total
Facebook
population that is
aware of your
campaign
First brand to
consider
% of Facebook
population with
knowledge of
product
Probability of
intention to
purchase
Facebook fans
ratings
Measure of digital
competiveness
Assess
comparative
Facebook
strength
Consideration of
who has heard of
the brand
campaign
Saliency of brand
Extent of
familiarity with
product beyond
name recognition
Measures
Facebook pre-
shopping
disposition to
purchase
Strength of
loyalty, potential
to impact on
others
Mind
21. Buyers Repeat Volume
Year on Year
Growth
Cannibalization
Rate
Recency Retention Rate
Facebook
customer profit
Facebook ROI
Facebook first-
time customers
as % of the target
Facebook
population
Repeat buyers X
nr of products
bought in each
purchase X nr of
times they
purchase - period
% change from
one year to the
next
% of new product
sales taken from
existing product
lines
Facebook length
of time since a
Facebook fan last
purchase
The ratio of
customers
retained to the
number at risk
The difference
between the
revenues earned
from and CRM
during a specified
period of time
Over time sales –
repeat purchasers
Measure of
Facebook
stability
Plan Facebook
management and
budgeting
New products
often reduce the
sales of existing
products
Track changes in
number of active
customers
Track changes in
the ability of your
brand to retain
customers
Identify which
Facebook fans are
profitable and
which are not
Behaviour
22. Customer
Lifetime Value
Prospect
Lifetime Value
Average
Acquisition Cost
Average
Retention Cost
Redemption
Rates
Customer
Workload
Percentage of
sales with a
coupon
Facebook ROI
The present value
of the future cash
flows attributed
to the customer
relationship
Response rate x
sum initial margin
& the CLV of
acquired customer
minus the
prospecting cost
The ratio of
acquisition
spending to the
number of new
customers
acquired
The ratio of
retention
spending to the
number of
customers
retained
Coupons
redeemed divided
by coupons
distributed
Hours required to
service customers
and prospects
Sales via
coupon, divided
by total sales
Predict future
customer sales
Guide Facebook
prospecting
decisions
Track the cost of
acquiring a new
customer
Monitor
retention
spending
Estimate of
“coupon” lift after
adjusting for sales
that would have
made without
coupons
Assess the
number of
customer support
required to
service Facebook
target audience
Brand dependency
on promotional
sales
Behaviour
27. Facebook ROI
Strive to obtain
new customers
via Facebook
Do more business
with existing
customers via
Facebook
Actively work
hard to lose fewer
customers
Towards effective Facebook ROI