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Digital Marketing ROI Workshop


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This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.

For more information on Blueliner and the 7 Pillars of Digital Marketing, visit

Published in: Business, News & Politics
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Digital Marketing ROI Workshop

  1. 1. Home ROI Marketing Workshop Courtesy of 7 Pillars Digital Marketing Academy August 24, 2011 Presented By: Arman Rousta
  2. 2. Table of Contents What is ROI Marketing? 7 Pillars of Digital Marketing Methodology 7 Steps to Building an ROI Marketing Plan ROI Marketing Case Studies (Models)
  3. 3. <ul><li>How to build an ROI Marketing Plan – from scratch </li></ul><ul><ul><li>Use the 7 Pillars of Digital Marketing methodology to build an ROI Plan [participants get copy of ROI template : 1-yr license with feature upgrades] </li></ul></ul><ul><ul><li>Realistic financial projections based on grounded marketing assumptions </li></ul></ul><ul><ul><li>Wizard-style questionnaire to easily collect data needed to build a business plan </li></ul></ul><ul><ul><li>Using SEO/SEM research tools to get real-time data into your plan, for best case vs. other scenarios </li></ul></ul><ul><ul><li>For Marketing Executives, Business Owners and Agency Account/Campaign Managers </li></ul></ul>What to Expect Today
  4. 4. What is ROI Marketing? - 5 - The goal is to make marketing more of a scientific process, by giving people a really good strategic tool that highlights their options, gives some basic/standard metrics, and educates people on the variables involved in the process. <ul><li>It is an approach which essentially has flexibility to consider all or most of the important assumptions which influence marketing and ROI. </li></ul><ul><li>Industry Verticals have their own trending metrics to consider, that clients and/or their agencies should know how to identify and integrate into the model. </li></ul><ul><li>Blueliner’s ROI Marketing Planner tool integrates both sides of the marketing equation: </li></ul><ul><ul><li>Marketing/spending aspect, that generates leads and customers </li></ul></ul><ul><ul><li>Corresponding traffic and user behavior </li></ul></ul>
  5. 5. pillar 1. Content (Copy, Video, Photography, Audio) pillar 2. design UX (Branding, Web Development) pillar 3. SEO (Organic Search, Organic CSE, Onsite Search) pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting) pillar 5. CRM (Customer Service, Email Marketing, Web Analytics) pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games) pillar 7. Mobile The 7 Pillars of Digital Marketing Each Pillar and marketing tactic has its own ROI metrics and variables which the ROI Planner takes into account.
  6. 6. 7 Pillars + 7 Stages of Marketing - 30 -
  7. 7. SEO and Online Media - The Compound Effect: 10-20-60% Click-Through Rates
  8. 8. Key Questions that Drive the ROI Plan <ul><li>PRODUCT:  What is your product or service line? </li></ul><ul><li>PRICE:  How do you charge for them? </li></ul><ul><li>HISTORY:  What are the historical revenues and trends from each product line? (the more historical data, the better) </li></ul><ul><li>CUSTOMER:  What are your different customer segments, and how do they differ? (ie - men, women; adults, kids; B2B, B2C; different styles, demographics, income levels, etc) </li></ul><ul><li>AVG SALE:  What is the average revenue per sale? </li></ul><ul><li>TIME:  Over what period do we want to track this ROI Plan? (if ongoing, break down into 3 or 6-month periods; start date and end date needed) </li></ul><ul><li>BUDGET:  What is the overall marketing budget for the period? (media fees vs. agency vs. in-house resources) </li></ul><ul><li>ROI GOALS:  What are the revenue, customer and traffic goals for the period? (&quot;you tell me&quot; says the client) </li></ul><ul><li>STRATEGY:  What strategies are on or off-limits?  Is there a specific tactic that you want to employ and measure? </li></ul><ul><li>PEOPLE:  Who will manage the execution of various strategies? (agency vs. in-house vs. mix) </li></ul><ul><li>TOOLS:  What tools are we committed to? (best if that's open for recommendations) </li></ul>
  9. 9. 7 Steps to Building the Plan <ul><li>Start with Recent ROI Template </li></ul><ul><li>Review Data from Client Questionnaire (Key Questions) </li></ul><ul><ul><li>Overall Marketing Budget over Periods </li></ul></ul><ul><ul><li>Sales, Traffic and Customer Goals </li></ul></ul><ul><ul><li>Approved/Desired Tactics (Pillars + PR, Direct Mail, TV, Print, Outdoor) </li></ul></ul><ul><li>Select Optimal Keywords (25-100, using Google Adwords) </li></ul><ul><li>Enter Data Inputs to ‘ROI_YR1’ Tab </li></ul><ul><li>Estimate Traffic and Cost-per-Click (via Google Adwords) </li></ul><ul><li>Enter/Review Data Inputs to ‘ROI_Details_YR1’ </li></ul><ul><li>Repeat Steps 4-6 yearly for YRS 2-5 </li></ul>
  10. 10. A Case Study: Medical – Lasik Provider
  11. 11. CRM Analytics: Historical Data on Patient Segments. Average age – 39 Income – between $50,000 and $75,000 Distance from location, up to 25 miles
  12. 12. CRM Analytics: Age Dispersion Average age – 39 – not really the best target
  13. 13. CRM Analytics: Income Income – between $50,000 and $75,000 – part of the market
  14. 14. CRM Analytics: Geo-Location Distance – up to 100 miles
  15. 15. CRM Analytics: On-going Lead Scoring Process Leads are sent back to client and reloaded into database Lead is Stored in Database/ Sales Force Automation Red Clay assigns a Rank/Grade A- F for each lead Lead responds to offer, customer information is captured Leads are Sent via secure FTP, XML or any other method for processing
  16. 16. Keyword Research - Estimate Potential Traffic A sample set of the keywords that will be utilized for the Search Marketing campaign, both SEO and Online Advertising, as well as recent pricing on various Cost Per Click keywords. The following slide (SEO Rankings) shows how a Lasik company and two competitors size up for these keywords, from a Search Engine point of view. This type of reporting will be conducted each month to track progress.
  17. 17. Competitive Analysis - SEO Ranking Report
  18. 18. CRM Analytics: What is a customer worth? Revenue per Procedure: $1,000 (one-time?) Customer Lifetime Value: $2,500 These are important distinctions for Cash Flow and Enterprise Value Considerations.
  19. 19. Budgets & Projections - Media Expenses per Tactic (12-months) Monthly media & third party expenses plus agency hours per tactic over the first year can be seen in the spreadsheet below. Details are available upon request.
  20. 20. Budgets & Projections - Goal: 6,000+ Procedures within 12-months Based on this budgetary level, we prescribe a 3-pronged approach (Internet, Traditional and Direct Marketing). 80% of fees go to Media & 3 rd party costs.
  21. 21. Return On Investment (ROI) - 1 - Customer Acquisition - # Patients (12-Mo) As the Lasik brand achieves recognition in the marketplace, Customer Acquisition Costs are reduced, thereby leading to a profitable year, so long as operational costs are kept at bay. The goal of 6,000+ patient procedures is feasible ; however, this does not take into account competitive pricing, which will be based on product price, quality and customer service. Acquisition Cost Dropping New Patients/Mo Rising
  22. 22. Return On Investment (ROI) - 2 - Customer Acquisition per Tactic (12-Mo) Projected acquisition cost per tactic are outlined below over a twelve-month period, based partially on historical data and prior experience. Results are not guaranteed. The significant boost is attributed towards increased marketing budgets and reduced acquisition costs over time.
  23. 23. Customers - Customers per Tactic (12 Months) If the tactics recommended are employed and the Lasik company maintains its competitive advantages while properly servicing customers, the 3,000+ customer (6,000+ procedure) mark is likely to be achieved within 12-months.
  24. 24. A Case Study: Health – Weight-Loss Meal Co.
  25. 25. Case Study: Prospect on Google - The integration of SEO, PPC, Social Media Searches Per Month = 460,389
  26. 26. Case Study: Prospect on Google Searches Per Month = 460,389 Social Media + PR Collaboration - X -
  27. 27. Case Study: Prospect on Google - The impact of SEO (Pillar 2) SEO is required to achieve top organic search results. Searches Per Month = 460,389 #1 #2 #3 - X -
  28. 28. Case Study: Prospect on Google Paid Search compliments SEO & Social with quicker and predictable results. - X -
  29. 29. Case Study: Medifast Prospect on Google - Revenue Opportunity Revenue Opportunity for Medifast = $250,000 + Searches Per Month = 460,389 - X -
  30. 30. Case Study: Medifast Prospect on Google - Potential ROI This analysis is for one keyword phrase, which presents several different marketing opportunities. Return to 7 Pillars ROI Assessment
  31. 31. Questions & Answers
  32. 32. Arman Rousta Chief Executive Officer US – Asia – Europe – Latin America <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>212.904.1240 office 55 Broad Street, 17 th Floor New York, NY 10004 Thank you for your time! Look out for an email with your ROI Plan Template and quarterly updates for one year.