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Taking the Guesswork out of ROI
 

Taking the Guesswork out of ROI

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Presentation delivered at LISTEX 2013 (www.listex.co.uk) - focussing on how to make sure you know your ROI and maximise the efficiency of your marketing budget

Presentation delivered at LISTEX 2013 (www.listex.co.uk) - focussing on how to make sure you know your ROI and maximise the efficiency of your marketing budget

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    Taking the Guesswork out of ROI Taking the Guesswork out of ROI Presentation Transcript

    • Digital, Data and Destinations Taking the guesswork out of ROI
    • ROI: Return on Investment
    • Data: You’ve got it, so use it…
    • How much is each sale worth?
    • How many leads do you need to make a sale?
    • So, what’s the value of each enquiry? Average Revenue per transaction £4000 Conversion rate (1 in 20) 5% Enquiry Value £200
    • But phone calls are worth more… Average Revenue per transaction £4000 Phone Conversion rate (1 in 10) 10% Phone Enquiry Value £400
    • Attribution: Where do enquiries come from?
    • Google Analytics: Setting up goals - Click on the ‘Admin’ button in the top right - Click on ‘Goals’ in the right hand column - Click ‘Create Goal’
    • What should your goal be?
    • Goals: Destination URL
    • Goals: Time on Site
    • How to check your Goals - Click on ‘Conversions’ in the left hand menu - Click on ‘Goals’ and ‘Overview’
    • How are your Goals generated?
    • Greater detail available (if you have time…) - Compare metrics at Adgroup level and at Keyword level - Adjust your PPC bidding accordingly
    • Organic and Referrer data - Review keywords for organic traffic. Be mindful of ‘Not Provided’ limitations - Run ROI calculations for paid referrals. Be mindful of possible branding benefits.
    • So, what is the ROI? Enquiries Value/Enquiry Revenue Generated Cost of PPC ROI 73 £200 £14,600 £3,500 £4.17 i.e. Each £1 spent on PPC generated £4.17 revenue
    • That’s half of the picture…
    • How to measure phone enquiries
    • Call Tracking options - PPC Organic traffic Brochures Newsletters Print ads
    • Measure calls received
    • Measure call outcomes
    • Measure regional trends
    • See how calls are generated
    • Measure total calls from each source
    • Final ROI calculation Phone Enquiries Value/Enquiry Phone Revenue Generated Online Revenue Generated 21 £400 £8,400 £14,600 Total Revenue Generated Cost of PPC ROI £23,000 £3,500 £6.57 i.e. Each £1 spent on PPC generated £6.57 revenue
    • Caveats • Your ROI calculations will only be as good as you make them – it’s essential to know your conversion rates • Not all phone calls nor clicks are equal – invest the time in further analysis • There is no perfect system and data will always slip through the net e.g. not everyone who receives a brochure or views an ad will call • ROI isn’t everything – banner and print ads may deliver some branding benefits which lead to direct or organic traffic
    • Conclusion: ROI is out there and waiting • Digital data means you can calculate ROI from your online marketing • Call Analytics means you can view the complete impact of your marketing • Call Analytics also allows you to measure calls generated by offline activity • Effective ROI analysis means you can turn your marketing up to the max
    • Presented by Iain Martin Skipedia Travel Marketing iain@skipedia.co.uk www.skipedia.co.uk twitter.com/skipedia