How Analytics Can Give You The REAL ROI of Your Online Marketing

How Analytics Can Give You the REAL ROI of YourOnline Marketing Lars Lofgren Marketing Analyst - September 2012 info@kissmetrics.com - Confidential - Do not distribute

@larslofgren #KISSwebinar

We’ll cover...1 How to find the ROI of your marketing2 Q&A3 Demo Time!

HONESTYTime

Most of us have no idea what the ROI is

ROI isn’t easy to measure with most tools

Critical questions we leave unanswered1 Where do my best customers come from?2 Where do I find more of them?

For answers, we need to understand the lifecycle

Every customer goes through steps

The Customer Lifecycle 1 Unaware 2 Interested 3 First-time Customers 4 Regular Customers 5 Passionate Customers

Why does ROI matter? We don’t have a business until we’re in control of growth.

WEB ANALYTICS ROI

All traffic report from Google Analytics

How does Google Analytics assign credit? Credit goes to the most recent traffic source (except for direct).

Let’s say Susan comes to your site

She discovers you via a Facebook post

Next time, she uses an organic search

Who gets the credit for each purchase?1 Facebook.com2 Organic keyword

This creates distortions in tracking the lifecycle1 The top of your funnel is undervalued2 The bottom of your funnel is overvalued

Web analytics can’t track people over time Customer data gets split up between multiple traffic sources.

The rest of the lifecycle is forgotten

CUSTOMER ANALYTICS ROI

What is customer analytics? All your data gets connected to individuals so you can track the lifecycle.

You’ll have data on individuals

A revenue report that includes repeat purchases

Why do we use the first referrer? Easy to see which marketing contributes to the most long-term growth. It puts us in control.

OTHER WAYS TOSlice and Dice

Can also use last referrer (and define dates)

ROI of keywords

ROI of campaigns

ROI of split tests

ROI of product categories

ROI of whatever you want

You’ll (finally) be able to answer these questions:1 Is my Facebook marketing worth it?2 Should I keep paying that SEO consultant?3 Where can I find my best customers?

Where do we find customer analytics?

Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren

How Analytics Can Give You The REAL ROI of Your Online Marketing

by KISSmetrics on SlideShare on Sep 14, 2012

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How Analytics Can Give You The REAL ROI of Your Online Marketing Presentation Transcript