marketing metrics and ROI setting

1. iWant internship
8/20 Marketing Metrics and ROI

2. What is metrics
• 好的Metrics是為了決策⽽而設計，⽽而不是為了測量數據
⽽而做的。
• Qualitative: Usability Testing／Session Monitoring.
• Quantitative: Traffic Analysis／User Engagement.
• Comparative: A/B, Multivariate Testing.
• Competitive: Monitoring & Tracking Competitors.

3. Traditional marketing
• 電視
• 收⾳音機
• 平⾯面（報紙、雜誌）
• ⼾戶外（⼤大型看板、公⾞車或捷運海報張貼）
這些傳統的⾏行銷⽅方式該如何設定Metrics

4. 今天你是公司⾏行銷⼈人員，你該如何跟⽼老闆報告這個廣告成果？

5. 看看CoCa Cola怎麼將傳統與⾏行動連接！
你覺得該看哪些Metrics

6. 數位⾏行銷常⾒見⽤用語
• CPC = Cost per click
• CTR = Click through rate
• CPA = Cost per acquisition
• CR = Conversion rate
• CPI = Cost per Install
• CPM = Cost per 1000 impression
• LTV = Life time value
• ARPU = Average revenue per user
• ARPPU = Average revenue per paying user
• Page View
• Session（Visit）= ⼯工作⾴頁⾯面（Google analytics）
補充資料：Inbound Journals - 臉書廣告要⽤用CPC還是CPM

7. Before you begin…

8. Pirate metrics = AARRR

9. DATA progress
• Defining: Defining the GOAL that you want to promote.
• Assessing: Assessing the dollar values of these potential results.
• Tracking: Setup the metrics and tracking data.
• Adjusting: Based on the tracking and improve your program.

10. Setup the goal
• Awareness: Let TA knows something about you.
• Perception: Let TA Thinks about you.
• Behavior: Let TA does something.

11. Measure Dollar Value
Return of investment（ROI）=
（Return - Investment）
Investment

12. How to estimate ROI
• 評估選擇管道預期得到的曝光數（over 50M impression/day,
YAHOO! Taiwan）
• Estimate channel CTR.
• Estimate conversion rate
• how many people reach your goal.
• Optimization and Test.

13. Pirate metrics reference

14. Dropbox
• ⺫⽬目前約⼀一億⽤用⼾戶
• 剛開始推廣初期，利⽤用傳統⽅方式「打廣告」
結果
Acquisition: 1000⼈人
Activation: 300⼈人
Retention: 100⼈人
Revenue: ??
Referral: ??
發現要讓⼀一個使⽤用者試⽤用
就需要$7，但是⽉月費才$5.99

15. Which one is better ?
CPA < LTV
or
CPA > LTV

16. Digital tool for analysis
• Google analytic（Web, mobile）- FREE
• KISSmetrics（Customer intelligence, web）
• Mixpanel（mobile）
• Flurry（mobile）- FREE