Dude, where's my ROI?

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Dude, where's my ROI?

  1. 1. R.O.I.  Sergio BarrientosSVP, MANAGING CREATIVE DIRECTORsergio.barrientos@havasmedia.com@xensei
  2. 2. Agenda 1.  Theory 2.  Reality 3.  Connecting the dots 4.  True value 5.  Outcome
  3. 3. 1. Theory R.O.I. is… …a business metric, not a media metric. …100% media agnostic
  4. 4.    How  to  measure  ROI?  
  5. 5. 1. Theory Gathering  a  lot  of  data…  
  6. 6. 1. Theory …but  focusing  on  YOUR  marke>ng  goals  
  7. 7. 1. TheoryThereis asimpleformula (GAIN  FROM  INVESTMENT  -­‐  COST  OF  INVESTMENT)  ROI  =   COST  OF  INVESTMENT  
  8. 8. 1. TheoryAnd  there  are  funnels  to  illustrate  the  theore&cal  consumer  journey  towards  a  conversion   Funnels  are   GREAT,  telling   the  story…  
  9. 9. 1. Theory…but you need to ACT ON IT!Digital channels offer a constant opportunity for improvement
  10. 10. 2. Reality Increased fragmentation of the media space and constant innovation in the digital media space challenge marketers to combine communication vehicles to reach their goals.  
  11. 11. 2. Reality A  day  of  media  consump>on  can  get  really  complex…  UK  Media  Consump?on  Habits  SOURCE:  Ofcom’s  seventh  annual  Communica>ons  Market  report  
  12. 12. 3. Connecting the dots Ad serving, social and web analytics data enable Marketers to have access to more extended and precise insights on consumer behavior.
  13. 13. 3. Connecting the dotsAllowing to map touch points and funnels in order to followconsumer behaviors and not just channels.
  14. 14. 3. Connecting the dots Understanding what’s working and what’s not ACCOUNTABILITY Attribution Modeling In order to align business objectives by understanding media spend efficiency
  15. 15. 3. Connecting the dotsMarketers need theflexibility to experimentwith different scenariosand understand how achange of inputsinfluences differentconsumer segments.(i.e. running TV andpaid search togetherincreases web basesales for product A).
  16. 16. 3. Connecting the dots Different combinations of messaging vehicles are needed to comply with consumer behavior and achieve marketing goals, leveraging synergies between channels.
  17. 17. 4. True value Answering the right questions: What is the true value of each online marketing channel when comparing to marketing goals? Where in the customer journey is each marketing channel most likely to perform? What are the most common paths to conversion? Leverage weighted algorithms and attribution models to target and re-target the “next-best” opportunity.
  18. 18. 5. Outcome ROI tracks business performance Funnels guide optimization Attribution modeling helps to understand media spend efficiency So, ROI provides an opportunity to manage campaigns from a business perspective.
  19. 19. Thank you

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