SlideShare una empresa de Scribd logo
1 de 20
Bez cilja nema ROI-a
Web::Strategija 15, Zagreb
http://www.explania.com/en/channels/work/detail/what-is-marketing-roi
Da biste mogli nešto izmjeriti, morate
prije svega znati što želite postići!
Što je bio
cilj
Obamine
digitalne
kampanje
2008.?
A 2012.? - http://www.pbs.org/wgbh/pages/frontline/campaign-targeting/
Ovoga se sigurno sjećate…




             http://www.youtube.com/watch?v=7FRwCs
             99DWg
   http://www.youtube.com/watch?v=7FRwCs99DWg


   Ukupan trošak 6$ - čovjek dobio
   toliko traženi posao u kreativnoj
   agenciji
Od kuda krenuti?

• For instance, in a for-profit
  business, you’ll want to look for ways
  to increase revenues, shorten the sales
  cycle, or improve margins. If you don’t
  know what all three of those things
  mean, go make friends with someone
  in the accounting department and learn
  it. Quickly.

•   http://spinsucks.com/communication/how-to-measure-pr-and-social-media-results/
Od kuda krenuti?

• Companies that fully understand how
  they are being talked about and what
  levers work online can use this data to
  inform future marketing decisions. As
  well, strategic intelligence gleaned
  from measurement can help uncover
  new opportunities for products and
  services.
•   http://spinsucks.com/communication/how-to-measure-pr-and-social-media-results/
Mars, Inc. invests pennies to earn millions

•   In 2009 Vitruvian’s Joel McDonald was hired to manage a
    $1000/month AdWords account for a division of Mars, Incorporated.
    Keep in mind that Mars’ advertising budget for 2009 was estimated by
    Advertising Age at $1.6 billion. But the investment paid off
    handsomely once Joel harvested their AdWords data and had them
    apply it to their advertising in “unmeasurable” media.
•   Joel ran keyword tests to discover the most searched-for ingredients
    in this product line. Through ad testing, he found “free shipping”
    generated nearly twice the sales of the original “30% off” offer
•   Within about a month of reporting his AdWords tests, Joel saw a
    virtually identical product description, price, and offer on Mars’
    national TV commercials. Now a miniscule AdWords investment was
    paying huge dividends in other media. Mars no longer had to depend
    on the creative impulses of expensive Madison Avenue ad writers.
    They just applied common sense to AdWords data and cloned tiny
    successes on a massive scale.
•   http://spinsucks.com/advertising/using-google-adwords-to-test-your-messaging/
Što kažete na virtualnu lovu? EKOPARK
Ali što ako nema love u igri?

•   Što želimo postići
•   Što želimo mjeriti
•   Tko su nam ciljane publike
•   Kako ćemo do njih

Tražite odgovore na pitanja:
• Dobivamo li na vidljivosti za ono što radimo?
• Što naša publika čita, što je zanima?
• Kako surađujemo s publikom?

http://spinsucks.com/social-media/how-to-measure-roi-when-its-not-tied-to-sales/
Sad to primijenite u praksi
Što kad se ništa ne smije pojaviti?
Mobilna aplikacija – koji ROI tražite?
Još vam nije jasno što je


       ROI?
Onda mi ne preostaje nego
   pokazati vam OVO!
Hvala na pažnji



Za sva vaša pitanja

Facebook.com/kmacan

kreso@manjgura.hr

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Krešimir Macan Web strategija 15 - Bez cilja nema ROI-ja

  • 1. Bez cilja nema ROI-a Web::Strategija 15, Zagreb
  • 3. Da biste mogli nešto izmjeriti, morate prije svega znati što želite postići!
  • 5. A 2012.? - http://www.pbs.org/wgbh/pages/frontline/campaign-targeting/
  • 6. Ovoga se sigurno sjećate… http://www.youtube.com/watch?v=7FRwCs 99DWg http://www.youtube.com/watch?v=7FRwCs99DWg Ukupan trošak 6$ - čovjek dobio toliko traženi posao u kreativnoj agenciji
  • 7.
  • 8. Od kuda krenuti? • For instance, in a for-profit business, you’ll want to look for ways to increase revenues, shorten the sales cycle, or improve margins. If you don’t know what all three of those things mean, go make friends with someone in the accounting department and learn it. Quickly. • http://spinsucks.com/communication/how-to-measure-pr-and-social-media-results/
  • 9. Od kuda krenuti? • Companies that fully understand how they are being talked about and what levers work online can use this data to inform future marketing decisions. As well, strategic intelligence gleaned from measurement can help uncover new opportunities for products and services. • http://spinsucks.com/communication/how-to-measure-pr-and-social-media-results/
  • 10.
  • 11.
  • 12. Mars, Inc. invests pennies to earn millions • In 2009 Vitruvian’s Joel McDonald was hired to manage a $1000/month AdWords account for a division of Mars, Incorporated. Keep in mind that Mars’ advertising budget for 2009 was estimated by Advertising Age at $1.6 billion. But the investment paid off handsomely once Joel harvested their AdWords data and had them apply it to their advertising in “unmeasurable” media. • Joel ran keyword tests to discover the most searched-for ingredients in this product line. Through ad testing, he found “free shipping” generated nearly twice the sales of the original “30% off” offer • Within about a month of reporting his AdWords tests, Joel saw a virtually identical product description, price, and offer on Mars’ national TV commercials. Now a miniscule AdWords investment was paying huge dividends in other media. Mars no longer had to depend on the creative impulses of expensive Madison Avenue ad writers. They just applied common sense to AdWords data and cloned tiny successes on a massive scale. • http://spinsucks.com/advertising/using-google-adwords-to-test-your-messaging/
  • 13. Što kažete na virtualnu lovu? EKOPARK
  • 14. Ali što ako nema love u igri? • Što želimo postići • Što želimo mjeriti • Tko su nam ciljane publike • Kako ćemo do njih Tražite odgovore na pitanja: • Dobivamo li na vidljivosti za ono što radimo? • Što naša publika čita, što je zanima? • Kako surađujemo s publikom? http://spinsucks.com/social-media/how-to-measure-roi-when-its-not-tied-to-sales/
  • 15. Sad to primijenite u praksi
  • 16. Što kad se ništa ne smije pojaviti?
  • 17. Mobilna aplikacija – koji ROI tražite?
  • 18. Još vam nije jasno što je ROI? Onda mi ne preostaje nego pokazati vam OVO!
  • 19.
  • 20. Hvala na pažnji Za sva vaša pitanja Facebook.com/kmacan kreso@manjgura.hr