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Measuring online marketing
 

Measuring online marketing

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What is the ROI of your online marketing? This presentation, given at the EAIE 2012 conference in Dublin, answers some of the questions on how you can measure results from your online marketing ...

What is the ROI of your online marketing? This presentation, given at the EAIE 2012 conference in Dublin, answers some of the questions on how you can measure results from your online marketing campaigns.

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    Measuring online marketing Measuring online marketing Presentation Transcript

    • Saxion University of Applied SciencesMEASURING ONLINE MARKETING
    • This presentation• About Saxion• Online marketing• Measuring results from online marketing • Setting up a solid workflow • From experience • Best practice• Questions
    • About Saxion 3
    • About Saxion• Public funded University of Applied Sciences• 3 Campuses• ~ 24.000 students• ~ 2.500 international students• More than 55 nationalities• Offering over 30 English taught programmes
    • Online marketing 5
    • Defining online marketing “…the marketing (generallypromotion) of products or services over the Internet.” Wikipedia 6
    • Online marketing strategy• Select channels• Experiment• Set goals• Set budgets 7
    • About online marketing channels• Search Engine Opitimisation (SEO)• Search Engine Advertisement (SEA)• Social Media (Facebook, Twitter etc.)• Study-choice websites (BachelorsPortal.eu etc.) 8
    • Measuring results 9
    • Setting up a solid workflow• Think, then act!• Have access to your webmetrics tool – e.g. Google Analytics, Piwik etc.• Use tagged links to track campaigns – e.g. Google URL builder: http://bit.ly/UaARil• Connect to your CRM system 10
    • 2 Types of results• Visitor statistics – Compared to site average• Conversions – Conversion rate – Qualified lead to conversion – From web visit to student 11
    • Visitor statistics 12
    • Key metrics• Bounce rate• Time on site• Pages per visit• Conversions• Multi-Channel Funnels 13
    • What we found…Visitors to saxion.edu via referrals:• Spend more time on the website (+70,8)• Have an incredibly low bounce rate (-26%)• Visit more pages (+51,5%)• Are more likely to convert (+1,32%) 14
    • What we found…Multi-channel funnels: conversions as a result ofmultiple visits through multiple channels.• 70% / conversions = assisted conversion referral #1 direct organic referral #2 conversion 15
    • What we found… Conversion rate CPC (Google) 0.10% Social Media 0.50% Overall 0.92%Organic (Google) 1.11% Studyprofilers 2.16% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 16
    • Conversion tracking 17
    • Conversion tracking 18
    • Conversion tracking• This conversion is anonymized• Attributed to MastersPortal.eu 19
    • Taking it a step further• Qualified lead to student lead application student 20
    • 21
    • Qualified lead to student• Matching qualified leads & applications• Conversion rate: 14,9%! 22
    • What we found… Conversion rate CPC (Google) Social Media Qualified leads Overall Studyprofilers Organic (Google)Organic (Google) Overall Social Media Studyprofilers CPC (Google) Qualified leads 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 23
    • Qualified lead to student• Match qualified leads to your applications – Automatically through CRM• Full control over results – What channel performs best? – What is the cost-per-lead & cost-per-student? 24
    • Questions?@michieldoetjeslinkedin.com/in/michieldoetjes 25