7. 2000-2010 Attribution
What is a channel worth?
PPC = $55,000 of annual value
Affiliate = $35,000 of annual value
Display = $20,000 of annual value
8. 2012+ Attribution
What is a channel combination worth?
PPC = $55,000 of annual value
Affiliate = $35,000 of annual value
Display = $20,000 of annual value
Incremental value
PPC + Affiliate + Display = $20,000
9. Sponsorships Leads Offers
SEO Website Affiliate Blog
Revenue Twitter Promotions
Community Email CRO Events
Display Retention Tradeshows
Facebook Launches Reporting
Retargetting Branding PPC PR
Pricing Local Referral UGC
Videos Content Channel Leads
36. What are your activities?
Activities Supporting Time-bound
Sponsorships Design Launches
Content/UGC Development Events
Blogging CRO Webinars
PR Copy Tradeshows
Social Media Collateral Meetups
Community
Tradeshows
Branding
Offers/Pricing
Retention
37. Your landscape includes:
Actions that drive the business.
Channels that result in actions.
Hubs that require support.
(and can be optimized)
Activities that help boost everything.
38. Performance!
! PPC!
! Affiliate!
Influencers"
Bloggers" MARKETING!
Affiliate networks!
! Display media!
LANDSCAPE!
! Retargeting!
! SEO! ! Site sponsorships!
Accessibility/usability"
! Distribution partnerships!
Keyword research/targeting"
Link building" ! Paid social marketing! ! Customer Cohort
! Product Marketing!
! Social Media! Messaging"
Analysis!
Twitter" Landing pages" ! Retention Behavior!
Facebook" Product tiers and features! ! Targeted Programs!
New sites (Q&A)! ! Offers! ! Churn Reduction!
Free trials/deals"
! Email Marketing! ! Winback Programs!
Inbound!
Promotions!
Moz Top 10! 1. SaaS ! Conversion Rate ! Referral Programs!
! Community Marketing! Optimization!
Management! 2. Community! Conversion! Engagement! Retention!
YOUmoz"
Moderator development"
3. Education! ! Product Hand Off!
! Events! ! Training &
Meetups" Education!
Seminars" ! Nurture Email
Webinars" Program!
! Awesome Content! ! Proactive Customer
Blog" Service!
Guides"
Big content projects"
! Branding !
Video" ! Press Relations!
Infographics" Coverage "
" Industry experts"
Interviews"
"
! Event Sponsorships!
! Business Development!
! Word of Mouth!
! Roger!!
Awareness/Brand!
39. Take a deep breath
You now everything you need to budget.
41. Budget method
Bottom up
$5,000,000 in revenue
How many customers
or “actions” does that
require?
42. Budget method
Top down
$1,000,000 budget
What sort of
performance can we
expect from that?
43. Objectives of a budget
Channels
-What months are we doing this?
-How/who is managing (cost)?
-How much should we spend?
-Expected performance and return.
Activities
-What months are we doing this?
-How/who is managing (cost)?
-How much will it cost?
What our expected KPIs per month?
What are we ok not doing?
44. Channels & Activities Budget
Costs January 2012 February 2012
Who Media Exec. Mgmt. Notes Media Exec. Mgmt. Notes
Channels
Launch
PPC Chris $10,000 - - - $20,000 - -
boost
New
Affiliate Janet $1,000 - - - $1,200 $1,000 -
banners
Activities
Media
PR Illuminate $0 $500 $3,000 - $0 $5,000 $10,000
tour
Seattle
Events Emily - $5,000 -
meetup
- - - -
Return Signup CPA Rev. Notes Signup CPA Rev. Notes
Channels
Launch
PPC Chris 100 $100 $12,500 - 222 $90 $27,750
boost
New
Affiliate Janet 20 $50 $2,500 - 24 $50 $3,000
banners
45. Considerations
-Budget with padding and for rainy days.
-Do you have seasonality?
-Do you to include need staffing costs?
-Revenue is nice. Profit is better.
-Retention & repeat sales.
46. Performance!
! PPC!
! Affiliate!
Influencers"
Bloggers" MARKETING!
Affiliate networks!
! Display media!
LANDSCAPE!
! Retargeting!
! SEO! ! Site sponsorships!
Accessibility/usability"
! Distribution partnerships!
Keyword research/targeting"
Link building" ! Paid social marketing! ! Customer Cohort
! Product Marketing!
! Social Media! Messaging"
Analysis!
Twitter" Landing pages" ! Retention Behavior!
Facebook" Product tiers and features! ! Targeted Programs!
New sites (Q&A)! ! Offers! ! Churn Reduction!
Free trials/deals"
! Email Marketing! ! Winback Programs!
Inbound!
Promotions!
Moz Top 10! 1. SaaS ! Conversion Rate ! Referral Programs!
! Community Marketing! Optimization!
Management! 2. Community! Conversion! Engagement! Retention!
YOUmoz"
Moderator development"
3. Education! ! Product Hand Off!
! Events! ! Training &
Meetups" Education!
Seminars" ! Nurture Email
Webinars" Program!
! Awesome Content! ! Proactive Customer
Blog" Service!
Guides"
Big content projects"
! Branding !
Video" ! Press Relations!
Infographics" Coverage "
" Industry experts"
Interviews"
"
! Event Sponsorships!
! Business Development!
! Word of Mouth!
! Roger!!
Awareness/Brand!
50. Track metrics weekly
SEOmoz’s KPIs:
Membership Stats Site Traffic
Free Trials Visits
Paid Trials Search Visits
Signups Referral Visits
Voluntary Cancels Direct Visits
Involuntary Cancels Social Media Visits
Weekly Churn %
Paid Member Count
Social/Community
Paid PRO
Twitter Followers
Total PRO (including trialers)
Facebook Fans
Users in Free Trial
LinkedIn Followers
Subscribers by Tier
LinkedIn Group Members
RSS Subscribers
SEO Stats (many!) Blog Comments
51. Make it easily accessible
Using Google Spreadsheets, compare to the past,
and add commentary.
52. Make it easily accessible
Email to the company or department, each week
54. Comparing performance
3 primary ways:
1.Vs. Prior Period (week or month)
2.Vs. Rolling Average (6 or 12 week)
3.Vs. Peer, Competitor or Benchmark data
56. Twice yearly off-sites
- Deep dive on metrics and performance
- Brainstorm activities, based on your metrics:
- Brainstorm, estimate, develop, test, iterate, evaluate, repeat.
58. Employee performance
Don’t judge employee
performance on metrics alone.
Just as important are culture-fit, values
alignment, intuition and willingness/
ability to learn.
We make SEO software.\nSEOmoz isn't sophisticated with our FP&A.\nBut we do have a complex marketing operation.\nWe don’t have a sales team.\nMulti-discipline and multi-channel approach.\nYMMV- I’ve come up as an online-marketer, and affects this advice.\n
Before we begin.\nLet’s take a look at how:\nMarketing budgets (and projects) have changed, and what to expect in the coming year\n
If we got back to the old days.\nMost of the marketing we did was loosely attributable.\nBusinesses would do lots of forms of marketing, hope some of it works, and repeat the process.\n
But analytics changed that.\n
We can now know the direct ROI of most of the marketing we do.\n
For the last ten years we’ve been able to measure the ROI of individual channels.\n
The future is going to be about measuring the incremental lift of having multiple channels.\n
But it’s not just attribution that’s changed.\nThe activities of marketing have expanded dramatically.\nIt’s become an alphabet soup.\n
In preparing for this presentation, I got anxiety just thinking about preparing my budget for 2012.\n
Another thing that has changed is marketers themselves.\n
Marketers now need to be generalist specialists.\n
They also need to be what I call technical marketers.\nSelf-reliant. A one stop shop of kick ass.\nCan devise a campaign, estimate success, pull the list, create the email template, send it, and measure and report on it.\n
Marketers need to know how to prioritize their work-- and that requires data (and intuition).\n
And to cap it all off, some people dion’t even call it marketing anymore.\nSilicon Valley companies now call it “growth”.\nI don’t subscribe to that.\n
So what are we discussing today?\n
Before you build your budget, I’ve got a way make the process a little easier, and make sense of everything you can be doing next year.\nIt starts with understanding your marketing landscape.\nThe actions, channels, hubs and activities that power your efforts.\n
So let’s start with your actions.\nThese are the actions that make you money.\nThe actions might make you want to ring a bell.\n(now if you’re high volume you wouldn’t want a bell going off every 20 seconds)\n
Start with determining what makes you money?\nHow does the CEO judge marketing success?\n
And how much is each of those “actions” worth?\n
How you do calculate the value?\nBuild a simple funnel.\n
\n
Doesn’t consider the time value of money.\n
Doesn’t consider the time value of money.\n
Doesn’t consider the time value of money.\n
Doesn’t take into consideration the time value of money, or revenue over time.\nThat’s when you’re talking financial planning and analysis\n
Channels can be attributed to an action.\nYou have direct control over their performance.\nThey usually cost money.\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Determine the channels you have where you can attribute value.\nOffline direct includes: trade shows, direct marketing tv and display, anything where you can attribute ROI.\nTake a time period (say a quarter, or a month).\nDetermine the number of “actions” that occurred -- you might have several.\nLook at a few months or quarters to understand your growth\nCalculate each metric.\nExtra credit: calculate value per channel -- sophisticated tracking in your CRM\n
Hubs where transaction/conversion activity take place.\nHubs needs to be optimized or require assistance.\n
Might be a website, or a sales team.\nHubs needs support.\nOptimizing a hub has the best returns of any marketing optimization you do.\nIncrease the conversion rate of your website and boost all sales.\n\n
Activities aren’t attributable but that help the performance of your activities, but don’t necessarily have a direct ROI.\n
This includes standard marketing activities, supporting work, and things that are time bound like launches, events and webinars.\n
So in summary, your landscape includes:\n
SEOmoz visualized our landscape so we can explain how we do marketing.\n
Take a deep breath.\nYou now everything you need to budget.\n
Ok, let’s build a budget.\n
Start with if your going to be using either bottom up, or top down method.\n
\n
\n
\n
\n
And even though you may have captured every possible marketing activity and channel with your marketing landscape, doesn’t mean you should be doing it.\n
Focus on what returns value.\nThis is where data & intuition come in.\nMarketing is managing opportunity– be confident with what you choose to as well as not to.\n
You’ve built your budget.\nNow you need to measure performance as the year progresses.\n
Review prior performance to and look at month to month performance growth.\nBase on activities you’re going to have in specific months.\nAssign owners for every metrics.\nFocus on the actionable.\n
These are our metrics.\n
In Google Docs.\nAdd commentary.\nCompare to prior periods.\n\n
\n
Dive deep on a channel and add all of the relevant metrics.\nFor PPC that would be: impressions, position, clicks, cost, ctr, cpc, conversion rate.\nUpdated each week, and roll metrics up monthly.\n
Agencies are great for benchmark data.\n
\n
\n
Progress, not just success\n
\n
This process is not intended to be limit your efforts,\nbut instead provide two things:\n1) Direction on what performance you can expect.\n2) And on what’s working and what’s not.\n
