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Dynamics Day 2012: Driving Campaign ROI with Email Marketing, Social Engagement and an integrated Web Experience.

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Measuring the success of your marketing campaigns has always been a combination of art and science. In this presentation, find out how you can measure the true return on investment (ROI) for your …

Measuring the success of your marketing campaigns has always been a combination of art and science. In this presentation, find out how you can measure the true return on investment (ROI) for your social media and email marketing campaigns and how these marketing initiatives tie in with activity on your website. Find out how Dynamics CRM in combination with the top-rated add-on ClickDimensions can deliver the complete ROI picture on campaigns.

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  • 1. Driving Campaign ROI with EmailMarketing, Social Engagement and anintegrated Web Experience Steven Foster, CRM Product Manager Steven.foster@intergen.co.nz @FozzyNZ http://www.linkedin.com/in/stevefoster http://nakedcrm.com http://www.intergen.co.nz/blog #dynamicsday
  • 2. Steven Foster Steven Foster CRM Product Manager  My role is to drive the Microsoft CRM business, delivery and partner relationships  People call me passionate about CRM and even an evangelist!  I have been working in the field of CRM for over 14 years, implemented many CRM and xRM solutions and have experience across a broad range of CRM technologies, industries and countries.Dynamics CRM Campaign ROI
  • 3. Our Agenda Definition of Campaign ROI Increase the Marketing dollars in the Pipeline How can I measure ROI A better world with Dynamics CRM Demo and Summary
  • 4. How do you define Marketing ROI? Simplest Format: Measurement of the effectiveness of each dollar spent on Marketing efforts ■ In other words, how many dollars in the pipeline can be attributed to each campaign undertaken, whether it is via: ■ Visiting the website ■ Email Marketing ■ Social Engagement ■ EventDynamics CRM Campaign ROI
  • 5. What are the campaign costs? ■ Campaign Activities ■ Email ■ Letters / Flyers ■ Phone ■ Content i.e. Website, flyers, banners, articles ■ Advertising costs which may be on-going if online and click through ■ Miscellaneous i.e. catering, marketing materials, address validationDynamics CRM Campaign ROI
  • 6. So how can we increase the marketingdollars in the pipeline?■ But need to ensure accurate capture of the Lead Source and Source Campaign to enable the measurement of itDynamics CRM Campaign ROI
  • 7. But we want to be able to Measure theeffectiveness of all of this activity? ■ Estimated and Actual Revenue Generated by Campaign vs. Costs ■ Number of leads and opportunities that were created ■ Website traffic as a result of the campaign ■ Conversion rate of landing page to lead ■ Conversion rate of content ■ Conversion rate as a result of social engagementDynamics CRM Campaign ROI
  • 8. But how can we measure or calculate ROI?When … Social CRM Email Discovery ? and/or Marketing ? Monitoring Marketing Web Site Surveys Analytics List ≠ List Campaign ≠ Campaign Lead (Prospect) ≠ LeadDynamics CRM Campaign ROI
  • 9. Dynamics CRM and ClickDimensionsBetter Together ClickDimensions on Windows Azure Customer Web Site(s) - ClickDimensions API All Data in One Place - Dynamics CRM data - Email Marketing Data - Web Analytics Data - Surveys, Social Recipient InboxesDynamics CRM Campaign ROI
  • 10. Extending CRM with ClickDimensions Campaign management Marketing Lists Leads, Contacts, Accounts andDynamics CRM OOB OpportunitiesClickDimensions Email Marketing Web Tracking Lead Scoring Surveys Social Discovery Campaign Tracking Form Capture API (with Event and eCommerce Tracking) Nurture Marketing Landing Pages Search/Advertising Subscription ManagementDynamics CRM Campaign ROI
  • 11. Capturing Costs Using Dynamics CRMDynamics CRM Campaign ROI
  • 12. Dynamics CRM Standard Campaign ReportsDynamics CRM Campaign ROI
  • 13. Dashboards–Web Traffic, Forms and Revenue Dynamics CRM Campaign ROI
  • 14. Charting Campaign Revenue by CostDynamics CRM Campaign ROI
  • 15. Tracking Web and Social Interaction ■ Web Traffic – Track by adding a Google analytics like script straight into Dynamics CRM ■ Tracking Source Entry Points i.e. Twitter, LinkedIn, Facebook posts etc ■ Include the following at the end of your url ?s=<<INSERT CAMPAIGN REFERENCE>>, to identify how people are finding youDynamics CRM Campaign ROI
  • 16. Demo Campaign Measurement Creating Landing Pages Capturing Web TrafficDynamics CRM Campaign ROI
  • 17. In Summary ■ Campaign ROI = Measurement of the effectiveness of each dollar spent on Marketing efforts ■ Dynamics CRM can facilitate the capturing of the information to support ROI calculation ■ Marketing Extensions can increase the accuracy and reduce the manual association back to Campaigns ■ You need to ensure you have processes to manage Leads and Opportunities and associate to the appropriate Lead Source and CampaignDynamics CRM Campaign ROI
  • 18. Do you want toknow more?Find me in theExperience Loungeat the end of thispresentation.
  • 19. Any questions?
  • 20. Thank youbarry.barryson@intergen.co.nz