ABPBC: Measuring the Success of Your Online Marketing Campaigns
1. Why You Should Have Paid Attention in Math
Understanding Online Marketing Numbers and Data Tracking
ABPBC September 26, 2011
Twitter @boxcarmarketing
2. Not everything that counts can be measured.
Not everything that can be measured counts.
Albert Einstein
Monique Trottier
@BoxcarMarketing
3. There are 2 things we like to measure:
Monique Trottier
@BoxcarMarketing
4. There are 2 things we like to measure:
Sales
Monique Trottier
@BoxcarMarketing
5. There are 2 things we like to measure:
Things that lead to sales
Sales
Monique Trottier
@BoxcarMarketing
7. What is a Conversion Rate
• Number of visitors who perform a desired action / Number of visitors to a page
• Desired action: buy a product, complete a form, etc.
• If there are 100 visitors to a particular web page and 5 people buy a book, then
the conversation rate is 5%
• (5 clicks/100 visits) * 100% = 5%
• Abandonment Rate is calculated in the same way, but it’s the number of people
who do not complete a task divided by the total number of visitors
14. Things that lead to sales
Twitter Followers Customer Feedback
RTs
Facebook Fans
Email Opens
Website Visitors
Press Mentions
Sales
Monique Trottier
@BoxcarMarketing
15. Did we make money means what is the ROI?
• Return on Investment
• Did I make more money than I spent?
• Actually a tricky question: (Gross Profit - Marketing Investment)
Marketing Investment
• Gross Profit = Gross Revenue - Cost of Goods Sold <OR>
Gross Profit = Gross Revenue * Profit Margin (% of revenue that is actually profit)
• Invest $3,000 on marketing campaign and generate $30,000 gross revenue
(1,000 copies sold at $30), if profit margin is 10%, then
Gross Profit is $30,000 * 10% = $3,000
($3,000 - $3,000) / $3,000 = 0%
16. Things that lead to sales
Acquisition
Activation
Retention
Referral
Sales
Monique Trottier
@BoxcarMarketing
17. Things that lead to sales
Acquisition Website Visitors, time on site
Activation
Retention
Referral
Sales
Monique Trottier
@BoxcarMarketing
18. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Retention
Referral
Sales
Monique Trottier
@BoxcarMarketing
19. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Email Opens, Click-throughs,
Retention Repeat visits
Referral
Sales
Monique Trottier
@BoxcarMarketing
20. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Email Opens, Click-throughs,
Retention Repeat visits
Press Mention, RT,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who activate
Sales
Monique Trottier
@BoxcarMarketing
21. What is Click Through Rate?
• CTR = Number of clicks on an ad / number of times the ad is shown
• Applies to ads, buttons, banners, etc.
• If banner ad is delivered 100 times (100 impressions) and receives 1 click, then
the CTR = 1%
22. If you don’t know where you’re going, any road will
get you there.
Misquote from Alice in Wonderland
Monique Trottier
@BoxcarMarketing
23. A simple Contest
• Reach a new audience or reinforce our connection to an existing audience
24. A simple Contest
• Reach a new audience or reinforce our connection to an existing audience
Goal Lifecycle Action Reaction Metrics
@ / RT / Comment
Response Visitors
Acquire Subscriptions
Reach a new Listen Visit to the site
Activate (email/RSS)
audience Introduce Subscribe Fan/Follower
Retain
Return Account sign-up
Return Visits
@ / RT / Comment
Response Repeat visits
Reinforce our Retain Talk Email opens
Visit the site
connection to Referral Pitch CTR / Goal Funnel
Act Mentions
existing audience Revenue Thank
Refer Referrals
Referrals who convert
29. Blogger Outreach Metrics
• Referral Traffic
• Time on site
• Pageviews
• Repeat visits
• Goal Funnel (of the referral traffic)
• # who subscribe
• # who download
• # buy a book
33. A simple campaign to increase Online Sales
• Use Twitter or Facebook to inform prospects about special promotions.
• Exclusive, limited-customer/limited time offers.
34. A simple campaign to increase Online Sales
• Use Twitter or Facebook to inform prospects about special promotions.
• Exclusive, limited-customer/limited time offers.
Goal Metrics
Increase monthly sales monthly sales attributable directly to SMM
Segment & Funnel: new customers
Increase % value from new customers
attributable directly to campaign
Increase conversions from Segment & Funnel: monthly revenue
Twitter traffic generated from customers from Twitter
Repeat customers from that group
Retain X% of new customers
Unsubscribe rates
35. Cost per Lead > Cost per Conversion
• Cost per Lead = How much do I need to pay in order to get a visitor to my
site who will take one of those micro actions that lead to a sale
• Cost per Conversion = What does it cost me to acquire a customer?
Total cost of a campaign / Number of Conversions
37. Social Media Measurements
Content
Platform Ratio of Posts to X Peak Conversion
Resonance
Opens
Day
Email Opens CTR
Time of Day
Unsubscribes
RTs
Day
Twitter RTs @
Time of Day
Recos
Like
Day
Facebook Interactions Share
Time of Day
Comment
Monique Trottier
@BoxcarMarketing
38. Things that lead to sales
Acquisition Website Visitors, time on site
Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (profile data), Fan/Follower
Email Opens, Click-throughs,
Retention Repeat visits
Press Mention, RT,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who activate
Sales
Monique Trottier
@BoxcarMarketing
