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 DigitalMarketing & Quantify ROI! Brian Winter! Chief Marketing Officer, Carpathia Hosting! Owner, Pyxl!C A R PAT H I A . C O M ! TH IN K P Y X L.C OM
  2. 2. Reaching customers has never been! more difficult.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  3. 3. Tracking 
 engagement! is even more difficult.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  4. 4. Evolution of Digital Marketing! V1! V2! V3! V4! Online
 Broad
 Targeted Integrated Digital Presence! Engagement! Engagement! Engagement (IDE)! Basic information More information— Specific content for Specific content for specific with limited depth.! expanding on existing specific audiences. audiences on specific content & adding new Deeper engagement.! devices.! content areas.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  5. 5. 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 TH IN K P Y X L.C OM
  6. 6. Measuring Integrated Engagement! Download Page! Awareness & 
Lead Generation! Conversion %! Qualified ! Devices! Landing Page! Leads! Banners! Emails! %! %! %! Sales! Conversion %! Funnel! Conversion %! Social Media! Print! Win %! Wins!! Contact Form! C A R PAT H I A . C O M TH IN K P Y X L.C OM
  7. 7. Seven Steps to Successful Integrated Engagement! ! Step 1. ………… Step 7.!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  8. 8. 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 TH IN K P Y X L.C OM
  9. 9. Step 2: Optimize Website for “IDE”! Desktop ! Information
 Ratio and scale 
 Readability! Tablet ! hierarchy! of imagery! Smartphone ! ! “The fold” 
 Orientation: Less is More! Test ! is dead! horizontal and Test ! vertical ! Test !C A R PAT H I A . C O M TH IN K P Y X L.C OM
  10. 10. 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 TH IN K P Y X L.C OM
  11. 11. Step 4: Create Content Rich Pages! Registration! LANDING PAGE! Frequency of Content! WEBSITE! • 2-4 Blog posts/week! Demand Gen Assets! Asset Download! 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 TH IN K P Y X L.C OM
  12. 12. 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 TH IN K P Y X L.C OM
  13. 13. Step 6. Measure Marketing to Sales! Download Page! Awareness & 
Lead Generation! Conversion %! Qualified ! Devices! Landing Page! Leads! Banners! Emails! %! %! %! Sales! Conversion %! Funnel! Conversion %! Social Media! Print! Win %! Wins!! Contact Form! C A R PAT H I A . C O M TH IN K P Y X L.C OM
  14. 14. 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 TH IN K P Y X L.C OM
  15. 15. CASE STUDY!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  16. 16. Carpathia Hosting Overview! Global  Company   Diverse  Clients   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 Significant  Growth   Marke;ng  Investment   $2,000,000 $20,000 2011! 2012! 2007 2013C A R PAT H I A . C O M TH IN K P Y X L.C OM
  17. 17. Integrated Engagement in Action! AWARENESS! TRAFFIC! LEADS! SALES! 4B +! ! # 2! trafficked site in industry! $36M+! 25%! impressions in pipeline ! of sales! Marketing ROI ! Every $1 in Marketing Yields! $3 in Margin!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  18. 18. 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 TH IN K P Y X L.C OM
  19. 19. 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   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! Networking Events (we attend)! $54,750! $35,000! $11,855! $7,895! 125! 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 TH IN K P Y X L.C OM
  20. 20. Executing IDE Campaigns! Microsite! Landing Pages! White Paper &! Fact Sheet! Emails! Video! Infographics! Print & Banner Ads! Website Slider!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  21. 21. Managing & Modifying IDE Campaigns! Total  YTD  Spend   Total  YTD  Spend   Commercial   Cost  Averages   Federal   Cost  Averages   Per  Impression   $0.03     Per  Impression   $0.02     $96,975.78     Per  Click   $36.44     $30,253.35     Per  Click   $39.96   Per  Lead   $114.36     Per  Lead   $59.44  C A R PAT H I A . C O M TH IN K P Y X L.C OM
  22. 22. Measuring from Sales to Marketing! 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   Week  Ending   Clicks  C A R PAT H I A . C O M TH IN K P Y X L.C OM
  23. 23. 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 TH IN K P Y X L.C OM
  24. 24. How was Marketing ROI Calculated?! Total  New  logo  MRR   ×   %  AXributed  to  MarkeZng   Programs   =   AXributable  MRR   AXributable   Total  Margin   MRR   ×   Avg.  Margin   ×   Avg.  Term   =   Value   Total  Margin  Value   =   MarkeZng   ROI   Total  MarkeZng   Investment  C A R PAT H I A . C O M TH IN K P Y X L.C OM
  25. 25. Download the free
 e-book! Visit:! http://thinkpyxl.com/demand-gen-ebook!C A R PAT H I A . C O M TH IN K P Y X L.C OM
  26. 26. Carpathia Hosting Inc. ! Pyxl Inc.! 21000 Atlantic Boulevard, Suite 500 ! 21 E. 6th Street, Suite 114! Dulles, Virginia 20166 ! Tempe, Arizona 85281! Carpathia.com! ThinkPyxl.com! bwinter@carpathia.com! bwinter@thinkpyxl.com! ! ! ! ! ! ! ! ! !C A R PAT H I A . C O M TH IN K P Y X L.C OM

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