This document summarizes marketing data presented by Monique Sherrett. It includes sales volume analysis and profit/loss figures for different sales volumes. It also analyzes fixed and variable costs and break-even points. There are suggestions for measuring website and social media acquisition, behavior, and conversions. Key metrics discussed include conversion rates, cost per click, and how to calculate projected revenue from a campaign.

1. Marketing Data
Presented September 23, 2014
by Monique Sherrett

2. Sales Volume Analysis
Units Sold 800 900 1000 2000 3000
Sale price per unit
(retail $)
Fixed Costs
Variable Costs
(unit cost*units sold)
Total Costs
(Fixed+Variable)
Total Sales
@47% vendor discount
Net Profit (Loss)
Total Sales-Total Costs
$45 $45 $45 $45 $45
$12,500 $12,500 $12,500 $12,500 $12,500

3. Sales Volume Analysis
Units Sold 800 900 1000 2000 3000
Sale price per unit
(retail $)
Fixed Costs
Variable Costs
(unit cost*units sold)
Total Costs
(Fixed+Variable)
Total Sales
@47% vendor discount
Net Profit (Loss)
Total Sales-Total Costs
$45 $45 $45 $45 $45
$12,500 $12,500 $12,500 $12,500 $12,500
$7,520 $8,460 $9,400 $18,800 $28,200
$20,020 $20,960 $21,900 $31,300 $40,700
$19,080 $21,465 $23,850 $47,700 $71,550
-$940 $505 $1,950 $16,400 $30,850

4. Where do we break even?
Break-even = Fixed Costs .
(Unit Price - Unit Variable Cost)
Units Sold 600 700 800 900 1000
Sale price per unit
(retail $)
Fixed Costs
Variable Costs
(unit cost*units sold)
Total Costs
(Fixed+Variable)
Total Sales
@47% vendor discount
Net Profit (Loss)
Total Sales-Total Costs
$45 $45 $45 $45 $45
$12,500 $12,500 $12,500 $12,500 $12,500
$5,640 $6,580 $7,520 $8,460 $9,400
$18,140 $19,080 $20,020 $20,960 $21,900
$14,310 $16,695 $19,080 $21,465 $23,850
-$3,830 -$2,385 -$940 $505 $1,950

5. BookNet Canada — Noah Genner
Assignment
Watch one of these 30 min videos from BookNet Technology Forum. Think of 2
questions to ask Noah about sales data or issues related to the book market in Canada.
http://booknetcanada.wistia.com/projects/54lyqdicv0

6. Not everything that counts can be measured.
Not everything that can be measured counts.
Albert Einstein

7. There are 2 things we like to measure:
Things that lead to sales
Sales

8. Things that lead to sales
Customer Feedback
Facebook Fans RTs
Press Mentions
Sales
Twitter Followers
Website Visitors
Email Opens

9. Your Online Ecosystem
OWN
Your website
(mobile, desktop)
Email lists
EARNED
Publicity
RENT
Twitter
Facebook
YouTube
PAID
Ads

10. Things that lead to sales
Acquisition Website Visitors, time on site
Activation Number of pageviews, repeat visits,
Revenue
subscription (email, blog), account
sign-up (profile data), Fan/Follower
Retention Email Opens, Click-throughs,
Repeat visits
Referral Press Mention, RT,
Refers 1+visitors to the site;
Refers 1+ visitors who activate

11. Things that lead to sales
Revenue
Attention
Discoverability, attracts attention,
creates awareness
Publicity, ads, events, placement
Interest
Attractive, relevant message,
promise of reward or satisfaction
Content, Newsletters, Social Media,
Blogs
Desire Urgency, benefits, must-have effect
Excerpts, microsites
Action Purchase, order, subscription
Testimonials
Acquisition
Activation
Retention
Referral

12. Deconstructing a Landing Page
ATTENTION
Discoverability, attracts
attention, creates
awareness
Publicity, ads, events,
placement
INTEREST
Attractive, relevant
message, promise
of reward or
satisfaction
Content,
Newsletters, Social
Media, Blogs
DESIRE
Urgency, benefits,
must-have effect
Excerpts, microsites
ACTION
Purchase, order,
subscription
Testimonials

13. Questions?

14. What to measure and why
ACQUISITION BEHAVIOUR CONVERSIONS
What are you doing to
attract traffic to the site?
What happens after they
land on the site?
What actions do they
take that impact your
business?

15. Website: What to measure and why
ACQUISITION BEHAVIOUR CONVERSIONS
What are you doing to
attract traffic to the site?
What happens after they
land on the site?
What actions do they
take that impact your
business?
How do you create
awareness or
discoverability of your site/
titles?
Do you find and bring the
right people to the site?
Do you deliver a
worthwhile experience?
What do people see?
What’s under
consideration?
Do you get some revenue
or long-term value from
visitors to the site?
Sales? Other trackable,
revenue-based outcomes?
Attention
publicity, ads, events,
placement
Desire, Intent, Action
sign up, follow, content views
downloads, engagement w/
microsites
referral, testimonial, review
Sales
purchase, order, subscription

16. Social Media: What to measure and why
ACQUISITION BEHAVIOUR CONVERSIONS
What are you doing to
attract traffic your profile
or posts?
What happens after they
see your post or profile?
What actions do they
take that impact your
business?
Awareness or discoverability
of your social media activity?
Right people see the
content?
What share of voice?
Visibility , reach
Worthwhile experience?
What do people see? When
do they see it? What days/
hashtags etc have the most
engagement?
What’s under consideration/
shared/amplified?
Do you get some revenue or
long-term value from social
media?
Sales? Other trackable,
revenue-based outcomes?
Attention
did ppl see it: tweet, ads
Desire, Intent, Action
did they click, want more, did
they like it/share it, follow/fan
Sales
did they buy it; did a click thru
result in a sale, sub, etc.

17. Cost per Click
• Pay per Click (PPC) advertising
• Cost per Click (CPC) is the amount you pay each time someone clicks your ad
• If you spend $5,000 on ads and get 10,000 clicks, this is a CPC of $0.50
Cost ÷ Clicks = CPC
$5,000 ÷ 10,000 = $0.50

18. Conversion Rate = % Visitors Who Convert (or Take Action)
In ecommerce, it refers to the % of Visits that convert to Orders
# Visits
Number of Orders ÷ Number of Visits = Conversion Rate
Eg., a website that generated $100,000 of sales through
2,000 orders in a month with 40,000 visits, has a ...
2,000 ÷ 40,000 = 0.5 = 5% ecommerce Conversion Rate
Calculate the Average Order: $100,000 ÷ 2,000 = $50 AOV
This means that 5 out of 100 visits turn into an average of $50 revenue
This can then be used to project revenue for a campaign.
How much revenue is generated with another 5,000 visits?
Number of Visits × CR × AOV = Projected Revenue
(5,000 × 5%) × $50
250 × $50 = $12,500
# transactions
$ Revenue

19. Quiz
You’re running an online advertising campaign on your publisher website
promoting a bestselling novel.
• The goal is 2,000 pre-orders.
• The list price of the book is $29.99.
• You’ve spent $5,000 on ads.
• Your ads have received 400,000 impressions (time your ad was shown) and
that generated 12,000 visits to your site, which generated 200 pre-orders to
date. There are no returns.
What is the conversion rate for pre-orders from this ad campaign? Round to 1
decimal point.
What is the net income (total revenue - expenses) this ad campaign generated?

20. Questions
Contact Info
Monique Sherrett
monique@boxcarmarkting.com
604-732-6467

21. A simple Contest
• Reach a new audience or reinforce our connection to an existing audience
Goal Lifecycle Action Reaction Metrics
Reach a new
audience
Acquire
Activate
Retain
Listen
Introduce
Response
Visit to the site
Subscribe
Return
@ / RT / Comment
Visitors
Subscriptions
(email/RSS)
Fan/Follower
Account sign-up
Return Visits
Reinforce our
connection to
existing audience
Retain
Referral
Revenue
Talk
Pitch
Thank
Response
Visit the site
Act
Refer
@ / RT / Comment
Repeat visits
Email opens
CTR / Goal Funnel
Mentions
Referrals
Referrals who convert

22. A simple campaign to build Reputation
• Use a blog to establish authority / expertise for an author.
• Focus on writing good content first and self-promotion second
Goal Metrics
Nth position in relation to competitors by a
certain date
Pagerank +
# inbound links from influential blogs
Google Position in Search Results
X% increase of traffic per month
Volume of organic traffic per month
# inbound links from influential sites
# email subscribers or fan/followers who can
be directed to the site
X$ per month attributable to
referrals from blog
Segment and Funnel:
Traffic that converts to sales

23. A really simple campaign to increase Engagement
• Be nice to customers who mention your company / authors / titles on Twitter
Goal Metrics
Increase # positive conversations
# positive comments sent to customers per
week w/in given timeframe
# of conversations that started from those
comments
# additional activation points

24. A problematic campaign to increase Offline Sales
• Implement a promotion on social media with a specific store.
• Give participants a printable campaign voucher so you can track offline sales
Goal Metrics
Download voucher Goal Funnel: Impressions,
Form Completion; Downloads
$ monthly sales monthly sales
% increase in store traffic over
pre-promo period monthly store traffic
Attact an audience in a particular area traffic from particular area

25. 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
Increase % value from new customers Segment & Funnel: new customers
attributable directly to campaign
Increase conversions from
Twitter traffic
Segment & Funnel: monthly revenue
generated from customers from Twitter
Retain X% of new customers Repeat customers from that group
Unsubscribe rates

26. Social Media Measurements
Platform Ratio of Posts to X Peak Conversion Content
Resonance
Monique Trottier
@BoxcarMarketing
Email Opens Day
Time of Day
Opens
CTR
Unsubscribes
Twitter RTs Day
Time of Day
RTs
@
Recos
Facebook Interactions Day
Time of Day
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