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ROI measurement - Online Marketing

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A SIMPLE INTUITIVE APPROACH

presenting

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LET’S LOOK AT THE KEY METRICS THAT DEFINE ROI

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BUT LET’S REVIEW THE SALES FUNNEL FIRST !

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What to Measure (Returns)

Awareness Consideration Purchase Advocacy

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BRAND AWARENESS THE ART OF CREATING A UNIQUE POSITION IN THE MIND OF THE CUSTOMER

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Awareness – What to measure

Impressions

Reach & Frequency

Awareness

Engagement

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CONSIDERATION DESIRES, WISH LISTS, PLANS AND DREAMS – EVERY BRAND WANTS TO BE IN THERE

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Consideration – What to measure

Mentions

Direct Search

Consideration

Enquiries

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PURCHASE HAPPENS WHEN THE TRUST LEVEL OF THE CUSTOMER IS AT IT’S PEAK

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Purchase– What to measure

Add to Cart

Orders

Purchase

Price discussions

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ADVOCACY NO FORM OF MARKETING HAS DONE BETTER THAN THIS ONE

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Advocacy – What to measure

Sharing

Influencer Reach

Advocacy

Content Creation

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4 STAGES – 12 METRICS

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KPIs for Success in Online Marketing

Awareness

Impressions

Reach

Engagement

Purchase

Add to Cart

Orders

Price Discussions

Consideration

Mentions

Direct Search

Enquiries

Advocacy

Sharing

Influencer Reach

Content Creation

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MEASUREMENT OF KEY METRICS

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DETERMINING ROI IN REAL WORLD MEASURING EFFICIENCY OF EACH CHANNEL

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BRANDS RUN MULTIPLE CAMPAIGNS ACROSS MULTIPLE CHANNELS STILL YOU CAN MEASURE INDIVIDUAL CHANNEL EFFICIENCY

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A SIMPLE APPROACH USE THE TABLE SHOWN NEXT AND CAPTURE TRENDS ACROSS ALL RELEVANT METRICS

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Cross Media Attribution tracking

AWARENESS CONSIDERATION PURCHASE ADVOCACY CHANNEL(S)

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CAPTURING DATA ONLINE MARKETING GIVES GREAT INSIGHTS FOR SALES CLOSURES

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SALES TEAM NEEDS INFORMATION GIVE THEM AS MUCH AS POSSIBLE SO THAT THEY CAN PREPARE

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INFORMATION EXCHANGE ENQUIRY

SOURCE SEARCH TERM TIME SPENT ON

SITE USER

ENGAGEMENT USER

DEMOGRAPHICS AD SHOWN

SM PROFILE …

SALES TEAM NEEDS TO BE TRAINED TO HANDLE THIS

INFORMATION FOR HIGHER SALES

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WHAT YOUR CUSTOMER WANTS MEASURE BY REAL TIME ANALYSIS

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CUSTOMER SEGMENTATION IS IMPORTANT UNDERSTAND YOUR CUSTOMER BY THEIR BEHAVIOR

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Test to Trust

AWARENESS CONSIDERATION PURCHASE ADVOCACY

Influencing Factors

Pricing Display . Media showcase . Enquiry Form Length . Pick Up Facility .

Seasonality . Testimonials . Fan / Follower base . And 100s of other

factors .

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CUSTOMER’S LIKES & DISLIKES CAN BE EASILY MEASURED TOO

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Attribution tracking – Multiple Factors

AWARENESS CONSIDERATION PURCHASE ADVOCACY

$

$

$

$

FACTOR(S)

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ACTIONS PERSONALIZATION FOR MAXIMUM BENEFITS

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EVERY CUSTOMER IS NOT THE SAME OFFER UNIQUE OFFERINGS TO EACH

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CREATE MARKETING GROUPS AS THE SAME CUSTOMER BEHAVES DIFFERENTLY IN DIFFERENT SITUATIONS

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MARKETING OPTIMIZATION

USER CHANNELS OTHER FACTORS

AWARENESS CONSIDERATION PURCHASE ADVOCACY

MAXIMUM ROI

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…AND THIS IS JUST THE START

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ODigMa Online Digital Marketing

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