Why You Should Have Paid Attention in MathUnderstanding Online Marketing Numbers and Data TrackingABPBC September 26, 2011...
Not everything that counts can be measured.Not everything that can be measured counts.Albert Einstein                     ...
There are 2 things we like to measure:                                           Monique Trottier                         ...
There are 2 things we like to measure:                      Sales                                           Monique Trotti...
There are 2 things we like to measure:             Things that lead to sales                      Sales                   ...
Sales          Monique Trottier        @BoxcarMarketing
What is a Conversion Rate• Number of visitors who perform a desired action / Number of visitors to a page      • Desired a...
Sales
What are impressions?• Impressions are the number of times an ad is viewed by visitors
Impressions vs. Pageviews | Unique visitors vs. Visits                                        1 Unique visitor            ...
Setting Up Goals • Admin Access • URL Destination                       Monique Trottier                     @BoxcarMarket...
Setting Up Goals • Admin Access • URL Destination                       Monique Trottier                     @BoxcarMarket...
Setting Up Goals • Admin Access • URL Destination                       Monique Trottier                     @BoxcarMarket...
Things that lead to sales  Twitter Followers    Customer Feedback                                             RTs         ...
Did we make money means what is the ROI?• Return on Investment• Did I make more money than I spent?• Actually a tricky que...
Things that lead to salesAcquisitionActivationRetention Referral              Sales                                  Moniq...
Things that lead to salesAcquisition             Website Visitors, time on siteActivationRetention Referral              S...
Things that lead to salesAcquisition              Website Visitors, time on site                      Number of pageviews,...
Things that lead to salesAcquisition              Website Visitors, time on site                      Number of pageviews,...
Things that lead to salesAcquisition              Website Visitors, time on site                      Number of pageviews,...
What is Click Through Rate?• CTR = Number of clicks on an ad / number of times the ad is shown• Applies to ads, buttons, b...
If you don’t know where you’re going, any road willget you there.Misquote from Alice in Wonderland                        ...
A simple Contest• Reach a new audience or reinforce our connection to an existing audience
A simple Contest • Reach a new audience or reinforce our connection to an existing audience      Goal          Lifecycle  ...
Google Analytics: Annotations                                  Monique Trottier                                @BoxcarMark...
Google Analytics: Annotations                                  Monique Trottier                                @BoxcarMark...
Google Analytics: Annotations                                  Monique Trottier                                @BoxcarMark...
Google Analytics: Title- or Author-Specific Searches
Blogger Outreach Metrics• Referral Traffic   • Time on site   • Pageviews   • Repeat visits• Goal Funnel (of the referral t...
Google Analytics: Audience Segments
Google Analytics: Audience Segments
Google Analytics: Audience Segments
A simple campaign to increase Online Sales• Use Twitter or Facebook to inform prospects about special promotions.• Exclusi...
A simple campaign to increase Online Sales• Use Twitter or Facebook to inform prospects about special promotions.• Exclusi...
Cost per Lead > Cost per Conversion• Cost per Lead = How much do I need to pay in order to get a visitor to my  site who w...
Social Media Measurements                              Monique Trottier                            @BoxcarMarketing
Social Media Measurements                                                       Content  Platform   Ratio of Posts to X   ...
Things that lead to salesAcquisition              Website Visitors, time on site                      Number of pageviews,...
$$$                                             $$$Investment                                       Financial             ...
Ask me about this stuff.• Download this presentation                                            Monique Trottier          ...
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ABPBC: Measuring the Success of Your Online Marketing Campaigns

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ABPBC: Measuring the Success of Your Online Marketing Campaigns

  1. 1. Why You Should Have Paid Attention in MathUnderstanding Online Marketing Numbers and Data TrackingABPBC September 26, 2011Twitter @boxcarmarketing
  2. 2. Not everything that counts can be measured.Not everything that can be measured counts.Albert Einstein Monique Trottier @BoxcarMarketing
  3. 3. There are 2 things we like to measure: Monique Trottier @BoxcarMarketing
  4. 4. There are 2 things we like to measure: Sales Monique Trottier @BoxcarMarketing
  5. 5. There are 2 things we like to measure: Things that lead to sales Sales Monique Trottier @BoxcarMarketing
  6. 6. Sales Monique Trottier @BoxcarMarketing
  7. 7. What is a Conversion Rate• Number of visitors who perform a desired action / Number of visitors to a page • Desired action: buy a product, complete a form, etc.• If there are 100 visitors to a particular web page and 5 people buy a book, then the conversation rate is 5% • (5 clicks/100 visits) * 100% = 5%• Abandonment Rate is calculated in the same way, but it’s the number of people who do not complete a task divided by the total number of visitors
  8. 8. Sales
  9. 9. What are impressions?• Impressions are the number of times an ad is viewed by visitors
  10. 10. Impressions vs. Pageviews | Unique visitors vs. Visits 1 Unique visitor 2 visits 3 pageviews
  11. 11. Setting Up Goals • Admin Access • URL Destination Monique Trottier @BoxcarMarketing
  12. 12. Setting Up Goals • Admin Access • URL Destination Monique Trottier @BoxcarMarketing
  13. 13. Setting Up Goals • Admin Access • URL Destination Monique Trottier @BoxcarMarketing
  14. 14. Things that lead to sales Twitter Followers Customer Feedback RTs Facebook Fans Email OpensWebsite Visitors Press Mentions Sales Monique Trottier @BoxcarMarketing
  15. 15. Did we make money means what is the ROI?• Return on Investment• Did I make more money than I spent?• Actually a tricky question: (Gross Profit - Marketing Investment) Marketing Investment• Gross Profit = Gross Revenue - Cost of Goods Sold <OR> Gross Profit = Gross Revenue * Profit Margin (% of revenue that is actually profit)• Invest $3,000 on marketing campaign and generate $30,000 gross revenue (1,000 copies sold at $30), if profit margin is 10%, then Gross Profit is $30,000 * 10% = $3,000 ($3,000 - $3,000) / $3,000 = 0%
  16. 16. Things that lead to salesAcquisitionActivationRetention Referral Sales Monique Trottier @BoxcarMarketing
  17. 17. Things that lead to salesAcquisition Website Visitors, time on siteActivationRetention Referral Sales Monique Trottier @BoxcarMarketing
  18. 18. Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (profile data), Fan/FollowerRetention Referral Sales Monique Trottier @BoxcarMarketing
  19. 19. Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (profile data), Fan/Follower Email Opens, Click-throughs,Retention Repeat visits Referral Sales Monique Trottier @BoxcarMarketing
  20. 20. Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (profile data), Fan/Follower Email Opens, Click-throughs,Retention Repeat visits Press Mention, RT, Referral Refers 1+visitors to the site; Refers 1+ visitors who activate Sales Monique Trottier @BoxcarMarketing
  21. 21. What is Click Through Rate?• CTR = Number of clicks on an ad / number of times the ad is shown• Applies to ads, buttons, banners, etc.• If banner ad is delivered 100 times (100 impressions) and receives 1 click, then the CTR = 1%
  22. 22. If you don’t know where you’re going, any road willget you there.Misquote from Alice in Wonderland Monique Trottier @BoxcarMarketing
  23. 23. A simple Contest• Reach a new audience or reinforce our connection to an existing audience
  24. 24. A simple Contest • Reach a new audience or reinforce our connection to an existing audience Goal Lifecycle Action Reaction Metrics @ / RT / Comment Response Visitors Acquire Subscriptions Reach a new Listen Visit to the site Activate (email/RSS) audience Introduce Subscribe Fan/Follower Retain Return Account sign-up Return Visits @ / RT / Comment Response Repeat visits Reinforce our Retain Talk Email opens Visit the site connection to Referral Pitch CTR / Goal Funnel Act Mentionsexisting audience Revenue Thank Refer Referrals Referrals who convert
  25. 25. Google Analytics: Annotations Monique Trottier @BoxcarMarketing
  26. 26. Google Analytics: Annotations Monique Trottier @BoxcarMarketing
  27. 27. Google Analytics: Annotations Monique Trottier @BoxcarMarketing
  28. 28. Google Analytics: Title- or Author-Specific Searches
  29. 29. Blogger Outreach Metrics• Referral Traffic • Time on site • Pageviews • Repeat visits• Goal Funnel (of the referral traffic) • # who subscribe • # who download • # buy a book
  30. 30. Google Analytics: Audience Segments
  31. 31. Google Analytics: Audience Segments
  32. 32. Google Analytics: Audience Segments
  33. 33. A simple campaign to increase Online Sales• Use Twitter or Facebook to inform prospects about special promotions.• Exclusive, limited-customer/limited time offers.
  34. 34. A simple campaign to increase Online Sales• Use Twitter or Facebook to inform prospects about special promotions.• Exclusive, limited-customer/limited time offers. Goal Metrics Increase monthly sales monthly sales attributable directly to SMM Segment & Funnel: new customersIncrease % value from new customers attributable directly to campaign Increase conversions from Segment & Funnel: monthly revenue Twitter traffic generated from customers from Twitter Repeat customers from that group Retain X% of new customers Unsubscribe rates
  35. 35. Cost per Lead > Cost per Conversion• Cost per Lead = How much do I need to pay in order to get a visitor to my site who will take one of those micro actions that lead to a sale• Cost per Conversion = What does it cost me to acquire a customer? Total cost of a campaign / Number of Conversions
  36. 36. Social Media Measurements Monique Trottier @BoxcarMarketing
  37. 37. Social Media Measurements Content Platform Ratio of Posts to X Peak Conversion Resonance Opens Day Email Opens CTR Time of Day Unsubscribes RTs Day Twitter RTs @ Time of Day Recos Like Day Facebook Interactions Share Time of Day Comment Monique Trottier @BoxcarMarketing
  38. 38. Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (profile data), Fan/Follower Email Opens, Click-throughs,Retention Repeat visits Press Mention, RT, Referral Refers 1+visitors to the site; Refers 1+ visitors who activate Sales Monique Trottier @BoxcarMarketing
  39. 39. $$$ $$$Investment Financial Impact Marketing Customer Non-financial Actions Reactions Impact Monique Trottier @BoxcarMarketing
  40. 40. Ask me about this stuff.• Download this presentation Monique Trottier @boxcarmarketing monique@boxcarmarketing.com

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