1. 1@DaveChaffey
Evaluating Retail Content
Marketing ROI
Techniques and tools to help you prove
Content Marketing Effectiveness
Blueleaf DigiBix January 22nd 2015
Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy advice

2. 2@DaveChaffey
About Dave Chaffey
• Ecommerce consultant/trainer
since 1997
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a
marketing advice site with Expert (Pro)
members in over 80 countries using our
planning guides, templates and online
courses to improve results.

3. 3@DaveChaffey A history of content marketing
How do you prove blog contribution?

4. 4@DaveChaffey
Why content marketing matters
Q. Do you have a blog?
Q. Is blog traffic ‘significant’
Q. How effective is Content Marketing ROI
Source: Similar Web

5. 5@DaveChaffey

6. 6@DaveChaffey
Use Buzzsumo, Socialcrawlytics
to show which content gets shared?
Smart Insights: Content sharing tools

7. 7@DaveChaffey Source: Olivier Blanchard: Social Media ROI
But why?
Our blog is getting
mad hits, Jack!
And we have 30,000 followers
on Twitter now!
I’m sorry, son.
If your Social Media programme
is generating revenue, we aren’t
seeing it. We need to allocate
resources where we can
make money.
It’s just business

8. 8@DaveChaffey
ROI =
(Gain from investment – Cost of investment)
Cost of investment

9. 9@DaveChaffey
5 Essential Content Value techniques
 1. Volume - Set up Analytics Segments
 2. Page Value e.g. for blog posts
 3. Revenue per visit e.g. SEO, AdWords, Social
 4. Attribution e.g. Google Analytics, Kissmetrics
 5. ROI calculations
Need to consider value of blog and social media
across the customer lifecycle, i.e. Smart Insights
RACE inbound funnel

10. 10@DaveChaffey

11. 11@DaveChaffey
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework

12. 12@DaveChaffey
Search and Email FAR more important
than social for most retailers
Source: Smart Insights blog
“Forrester: Facebook and Twitter Do Almost Nothing for Sales”

13. 13@DaveChaffey
Segmenting your audience in
Google Analytics
 (Advanced) Segments = Powerful!
 Isolate one type of audience /
promotion to show
their contribution
 Visits to blog – prompting sale
 New visits to blog
 SEO prompted visits
 Smartphone visits

14. 14@DaveChaffey Source: Smart Insights: Content Distribution Matrix

15. 15@DaveChaffey
Use assisted conversions
GA Multichannel funnels
Source: Design Damage

16. 16@DaveChaffey
Counter the social media /
content marketing backlash!
“The theory that people want to engage with brands
online and share their enthusiasm with their friends
and that their friends will share their enthusiasm with
other friends through social media channels has
turned out to be an infantile fantasy”
Source: AdRants

17. 17@DaveChaffey
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Questions & discussion welcome
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