Measuring Digital: How to Track Digital Marketing & Quantify ROI

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Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.

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Measuring Digital: How to Track Digital Marketing & Quantify ROI

  1. 1. Measuring Digital! How to Track Digital Marketing & Quantify ROI! Brian Winter! Owner, Pyxl! Chief Marketing Officer, Carpathia Hosting!C A R PAT H I A . C O M THINKP YX L.COM
  2. 2. C A R PAT H I A . C O M THINKP YX L.COM
  3. 3. C A R PAT H I A . C O M THINKP YX L.COM
  4. 4. Reaching customers has never been! more difficult.!C A R PAT H I A . C O M THINKP YX L.COM
  5. 5. Tracking 
 engagement! is even more difficult.!C A R PAT H I A . C O M THINKP YX L.COM
  6. 6. Evolution of Digital Marketing! V1! V2! V3! V4! Online
 Broad
 Targeted Integrated Presence! Engagement! Engagement! Engagement! Basic information More information— Specific content for Specific content for with limited depth.! expanding on existing specific audiences. specific audiences on content & adding new Deeper engagement.! specific devices.! content areas.!C A R PAT H I A . C O M THINKP YX L.COM
  7. 7. What is Integrated Engagement?!Reach!Tailor webproperties toDesktops, Tablets &Smartphones.! Content! Optimize content for Desktops, Tablets & Smartphones.! Context! Content + Reach = Context ! Context = Better Engaged & Qualified Prospects!C A R PAT H I A . C O M THINKP YX L.COM
  8. 8. Measuring Integrated Engagement! Download Page! Awareness & 
 Conversion %! Qualified ! Lead Generation! Landing Page! Leads! Banners! Conversion %! Conversion %! Sales! Emails! Conversion %! Funnel! Conversion %! Social Media! Win %! Print! Wins!! Contact Form!C A R PAT H I A . C O M THINKP YX L.COM
  9. 9. 7 Keys to Measurable Success! 1.!Set Measurable Goals! 2.!Build an Engaging Website! 3.!Develop Relevant Content! 4.!Create Targeted Destinations! 5.!Nurture Leads Intelligently! 6.!Measure Points of Engagement! 7.!Manage & Modify Campaigns !C A R PAT H I A . C O M THINKP YX L.COM
  10. 10. Step 1: Set Measurable Goals! Opens! Calls ! Impressions! Shares! Downloads! Forms! Visits! Clicks! Click-throughs!Chats! Leads! Comments! Views! Inbound Emails!C A R PAT H I A . C O M THINKP YX L.COM
  11. 11. Step 2: Build an Engaging Website! WEBSITE! Request Info! LANDING PAGE! SEO! EMAIL CPC! Google, Bing, TEMPLATE! LinkedIn!C A R PAT H I A . C O M THINKP YX L.COM
  12. 12. Step 3: Develop Relevant Content! Key Messaging Document! Press Case Releases! Studies! Fact White Sheets! Papers! Videos! Checklists! Blogs!C A R PAT H I A . C O M THINKP YX L.COM
  13. 13. Step 4: Create Targeted Destinations! Registration! LANDING PAGE! Frequency of Content! WEBSITE! Asset Download! • 2-4 Blog posts/week! Demand Gen Assets! LANDING PAGE! • 1 White paper/ebook/guide/ 2-4 Blog Posts/week! 1 White paper / ebook / checklist every other month! guide / checklist every other month! • 1 infographic every other mo.! BLOG! 1 infographic every other month! Request Info! • 1 On-demand Webinar/Qtr.! LANDING PAGE! 1 On demand Webinar/Qtr.! Add ons: PPT, Videos, • Add ons: PPT, Videos, Web Web Tools! Tools! SEO! EMAIL CPC! SOCIAL! Google, Bing, TEMPLATE! LinkedIn!C A R PAT H I A . C O M THINKP YX L.COM
  14. 14. Step 5: Nurture Leads Intelligently! DOMESTIC! HUBSPOT POWERED! Biz Intelligence! Registration! ? LANDING PAGE! Jim Bower! Simona Bills! General Motors! Siemens! Profile! Downloaded 2 WP! Downloaded 1 Checklist! 2 visits! WEBSITE! (Plus original Profile data)! 10 pages! Asset Download! 20 minutes! Demand Gen Assets! LANDING PAGE! General Motors! Tradeshows! 2-4 Blog Posts/week! Marketing Leads! Phone Calls! 1 White paper / ebook / (from web forms)! Emails! guide / checklist every other month! 1 infographic every other BLOG! month! Request Info! 1 On demand Webinar/Qtr.! LANDING PAGE! Add ons: PPT, Videos, Web Tools! Hubspot! CRM! INTERNATIONAL! SEO! LEAD! ? Nurturing! Repurposed content from Phase 1, Profile! CPC! EMAIL personalized based 1 visit! SOCIAL! Google, Bing, on usage & behavior! 3 pages! TEMPLATE! LinkedIn! 5 minutes! Siemens! SALE S!C A R PAT H I A . C O M THINKP YX L.COM
  15. 15. Step 6. Measure Points of Engagement! Marketing Activity! Measurement! Tools! Impressions, clicks, conversions, Social Media! conversations! Online Advertising! Impression, clicks, conversions! PR! Impressions/Reach! Email! Open rate, click-through-rate! Visits, bounce rate, avg. pages/visit, Site Traffic! avg. time on site, rate of return visits! Views, comments, shares, downloads, Site Engagement! form submissions, conversion rates! Lead Scoring! Quantity, quality of leads; behavior!C A R PAT H I A . C O M THINKP YX L.COM
  16. 16. Step 7. Manage & Modify Campaigns!Goals!Tailor yourspecific goals.!Tracking!Set up trackinglinks & goals.! Calculate ROI! Weekly Reviews! Understand how the Meet with stakeholders campaign is tracking to weekly to review ROI targets weekly.! performance.!C A R PAT H I A . C O M THINKP YX L.COM
  17. 17. CASE STUDY!C A R PAT H I A . C O M THINKP YX L.COM
  18. 18. Carpathia Hosting Overview! Global Company ! Diverse Client Base! AMSTERDAM, NETHERLANDS LONDON, ENGLAND SILICON VALLEY, CA TORONTO, CANADA SAN JOSE, CA NEW YORK, NY LOS ANGELES, CA ASHBURN, VA ATLANTA, GA HONG KONG SYDNEY, AUSTRALIA Rapid Growth! Fueled by Marketing! $2,000,000 $20,000 2011! 2012! 2007 2013C A R PAT H I A . C O M THINKP YX L.COM
  19. 19. Integrated Engagement in Action! AWARENESS! TRAFFIC! LEADS! SALES! 4B +! ! # 2! trafficked site in industry! $36M+! 25%! impressions in pipeline ! of sales! ROI ! Every $1 in Marketing Yields! $3 in Margin!C A R PAT H I A . C O M THINKP YX L.COM
  20. 20. Setting Targets Top Down! 2013 % of Total % from Bookings from! Bookings! Bookings! Marketing! Marketing! Commercial! 1,425! 75%! 35%! 499! Federal! 475! 25%! 50%! 238! Total! 1,900! 39%! 736! Cost per # of Mktg Lead Gen Avg. Deal Size! Leads:Deals! # of Leads! Lead! Deals! Budget! Commercial! $500 ! 22.5! 22! 100! 2,217! $1,108,333 ! Federal! $300 ! 15.0! 16! 100! 1,583! $475,000 ! 3800! $1,583,333 ! Sales Inputs!C A R PAT H I A . C O M THINKP YX L.COM
  21. 21. Building Plans Bottoms Up! Cost of! Cost of! Cost of ! # of Commercial Lead Gen. Activities! Total Cost! Media Buys! Production! Content! Leads! Lead Generation Activities! Banner Ads (Infoweek, Datacenter Knowledge, Whir)! $164,905! $135,000! $20,355! $9,550! 300! Newsletter Sponsorships (InfoWeek - 336x280) 3 $21,905! $0! $15,355! $6,550! 50! newsletters! Must Read Promo (Infoweek)! $49,905! $31,500! $11,855! $6,550! 250! Executive Roundtable! $44,300! $26,550! $11,855! $5,895! 25! Editorial Webinar 1 day + 6 month archive! $51,025! $26,775! $15,355! $8,895! 160! Briefing Center 3 month program! $52,650! $32,400! $11,855! $8,395! 150! Content Marketing! $69,550! $40,000! $15,355! $14,195! 250! Briefing  Events (we attend)! Networking Center  3  month  program      $52,650              $32,400                      $$11,855! $54,750! $35,000! 11,855          $$7,895!          1125! 8,395   50   Customer Events (we host)! $51,750! $29,000! $16,855! $5,895! 100! Customer Conference! $61,250! $40,000! $15,355! $5,895! 35! Carpathia.com Demand Gen! $125,750! $0! $56,855! $68,895! 300! Cost-per-Click! $174,150! $150,000! $15,855! $8,295! 350! Print Ads (Infoweek)! $97,750! $75,000! $16,855! $5,895! 75! Ad Hoc on Demand Budget! $103,500! $60,000! $37,000! $6,500! 100! Total! $1,123,140! $681,225! $272,615! $169,300! 2270   2270!C A R PAT H I A . C O M THINKP YX L.COM
  22. 22. Everything Rolls to a Central Dashboard! Total  YTD  Spend   Total  YTD  Spend   Commercial   Cost  Averages   Federal   Cost  Averages   Per  Impression   $0.02     Per  Impression   $0.03     $27,495.52     Per  Click   $25.74     $27,495.52     Per  Click   $49.09   Per  Lead   $235.00     Per  Lead   $91.88  C A R PAT H I A . C O M THINKP YX L.COM
  23. 23. Dashboard Delivers End-to-End View! Clicks  &  Leads  from  IBX  Vault  Campaign   25,000   600   500   20,000   400   15,000   Total  Clicks   Leads   300   10,000   200   5,000   100   Leads   0   0   9/16   9/23   9/30   10/7   10/14   10/21   10/28   11/4   11/11   11/18   11/25   12/2   12/9   12/16   12/23   12/30   Clicks   Week  Ending  C A R PAT H I A . C O M THINKP YX L.COM
  24. 24. IBX Vault Campaign!C A R PAT H I A . C O M THINKP YX L.COM
  25. 25. IBX Vault Digital Marketing Assets! Microsite! Landing Pages! White Paper &! Emails! Fact Sheet! Video! Infographics! Print & Banner Ads! Website Slider!C A R PAT H I A . C O M THINKP YX L.COM
  26. 26. Integrated Engagement for IBX Vault! Video! Demand 1105! HP Slide! Generation! 1105! Blog! Social! CPC! Email! Infographic! Infographic! CPC! NVTC! Blog! Blog! CPC! Social! Social! Email! Email! Marketing Assets! White Paper! Contact! White Paper! Contact! Lead Webinar! Open House! Contact! Capture!C A R PAT H I A . C O M THINKP YX L.COM
  27. 27. IBX Vault Campaign Results! Key Metrics…! !Total Impressions: 15,696,135! !Total Clicks/Visits: 21,665! !Total Leads: 536! $1,000,000+     Resulting in...! in  Sales   !Cost Per Impression: $0.005! OpportuniUes   !Cost Per Click: $3.31! !Cost Per Lead: $231.39!C A R PAT H I A . C O M THINKP YX L.COM
  28. 28. Follow the 7 Steps and…! AWARENESS! TRAFFIC! LEADS! SALES! 4B +! ! # 2! trafficked site in industry! $36M+! 25%! impressions in pipeline ! of sales! ROI ! Every $1 in Marketing Yields! $3 in Margin!C A R PAT H I A . C O M THINKP YX L.COM
  29. 29. How was Marketing ROI Calculated?! Total  New  logo  MRR   ×   %  A[ributed  to  MarkeUng   Programs   =   A[ributable  MRR   A[ributable   Total  Margin   MRR   ×   Avg.  Margin   ×   Avg.  Term   =   Value   Total  Margin  Value   =   MarkeUng   ROI   Total  MarkeUng   Investment  C A R PAT H I A . C O M THINKP YX L.COM
  30. 30. Remember the 7 Keys & Take Action Now! 1.! Set Measurable Goals! 2.! Build an Engaging Website! 3.! Develop Relevant Content! 4.! Create Targeted Destinations! 5.! Nurture Leads Intelligently! 6.! Measure Points of Engagement! 7.! Manage & Modify Campaigns! Download the new e-book at:! h9p://landing.thinkpyxl.com/demand-­‐generaFon-­‐ebook!C A R PAT H I A . C O M THINKP YX L.COM
  31. 31. Thank  you.   Carpathia Hosting Inc. ! Pyxl Inc.! 21000 Atlantic Boulevard, Suite 500 ! 2099 Thunderhead Road, Suite 301! Dulles, Virginia 20166 ! Knoxville, Tennessee 37922! Carpathia.com! ThinkPyxl.com! bwinter@carpathia.com! bwinter@thinkpyxl.com! To Request Presentation Send Email to:! Shasta Broyles! sbroyles@thinkpyxl.com! Subject: KAMA Measuring Digital Presentation !C A R PAT H I A . C O M THINKP YX L.COM

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