Show Me The ROI: Digital Marketing Metrics Your CFO Will Love!

1. SHOW ME THE ROI! Digital Marketing Metrics Your CFO Will Love By: Clark T. Bell (@clarktbell)

2. Resources: Slideshare.net/clarktbell Clarktbell.com Twitter.com/clarktbell @clarktbell @utahtechcouncil

3. @clarktbell @utahtechcouncil

4. Twitter.com/clarktbell Linkedin.com/in/clarktbell Founder of ClutchFuse (Sold) Founder of Aqua-Yield GM/Partner BioGrass Digital Marketing Consultant Emphasis: SEO, Conversion, Content Strategy, Performance, UX, Social. Personal website: www.clarktbell.com @clarktbell @utahtechcouncil

6. www.getfluid.com @clarktbell @utahtechcouncil

10. 57% are not basing their marketing budgets on any ROI analysis. @clarktbell @utahtechcouncil

17. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Analytics @clarktbell @utahtechcouncil

19. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Analytics @clarktbell @utahtechcouncil

20. Paid vs. Owned vs. Earned Media @clarktbell @utahtechcouncil

21. Paid vs. Owned vs. Earned Media Paid: Sponsorships SEM (PPC/CPC) Banner/Display Ads Paid Influencers Affiliate Paid Social View Through’s Click Through’s @clarktbell @utahtechcouncil

22. Paid vs. Owned vs. Earned Media Earned: Mentions Reviews Posts Shares Social Shares SEO Organic articles @clarktbell @utahtechcouncil

23. Paid vs. Owned vs. Earned Media Owned: Website Properties: Actual website Blog Mobile Site Email subscribers RSS subscribers Social Fans @clarktbell @utahtechcouncil

25. ROI Quiz @clarktbell @utahtechcouncil

27. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Conversion @clarktbell @utahtechcouncil

28. Increase in non-branded organic traffic @clarktbell @utahtechcouncil

29. Increase in inbound links @clarktbell @utahtechcouncil

30. High Quality Traffic @clarktbell @utahtechcouncil

31. Revenue @clarktbell @utahtechcouncil

32. Goals Achieved @clarktbell @utahtechcouncil

33. Application Downloads @clarktbell @utahtechcouncil

34. Re-Engagement Level @clarktbell @utahtechcouncil

35. Response Rate @clarktbell @utahtechcouncil

36. Targetted Visitors @clarktbell @utahtechcouncil

37. Views: Page, Video, Document @clarktbell @utahtechcouncil

38. Social Signals @clarktbell @utahtechcouncil

39. Downloads @clarktbell @utahtechcouncil

40. Leads Generated -Filled out contact form -Subscriptions -Registrations -RSS Feeds @clarktbell @utahtechcouncil

41. Reach (Impressions) @clarktbell @utahtechcouncil

42. Site Traffic @clarktbell @utahtechcouncil

43. Leads Generated Sign-ups @clarktbell @utahtechcouncil

44. Return on Ad Spend @clarktbell @utahtechcouncil

45. Point Per Impression @clarktbell @utahtechcouncil

46. Profit Per Click @clarktbell @utahtechcouncil

47. Return On Use of SAAS/Tool/Product @clarktbell @utahtechcouncil

48. ROI Of Improvements Made @clarktbell @utahtechcouncil

49. Ideal Conversion Tests for ROI Test: -Copy -A/B (Not Multivariate) -Use of Testimonials -Campaign Specific Landing Pages @clarktbell @utahtechcouncil

50. Questions to Ask To Drive The Digital Marketing Plan Product: What is your product or service? Price: How do you charge for them? History: What are the historical revenues and trends from each product line? Customer: What are your different customer segments, and how do they differ? Average Sale: What is the average revenue per sales? Time: Over what period of time do we want to track this ROI plan? Budget: What is the overall marketing budget for the period? Media Fees+ Agency + in-house resources, etc. ROI Goals: What are the revenue, customer and traffic goals for the period? Strategy: What tactics will we employ for the overall startegy? People: Who will manage the execution of this campaign? Tools: What tools will we be committed to? @clarktbell @utahtechcouncil

51. Digital Marketing ROI Metrics (Gross Profit – Marketing Investment) Marketing Investment @clarktbell @utahtechcouncil

52. How to calculate Gross profit? Gross Profit = Gross Revenue – Cost of goods sold @clarktbell @utahtechcouncil

53. How to calculate Gross profit? Gross Profit = Gross Revenue * Profit Margin @clarktbell @utahtechcouncil

54. Digital Marketing ROI Metrics http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/ @clarktbell @utahtechcouncil

55. Digital Marketing ROI Metrics Define Metrics @clarktbell @utahtechcouncil

56. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 1. Audience Metrics 2.Channel Engagement Metrics 3.4.Financial Metrics @clarktbell @utahtechcouncil

57. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 1. Audience Metrics -Frequency -Reach -Fans/Followers -Views -Monthly Uniques @clarktbell @utahtechcouncil

58. Digital Marketing ROI Metrics 4 Metrics: 2. Channel Engagement Metrics -Retweets/Reposts (Twitter/Instagram) -Mentions (All social channels) -Comments (Facebook/LinkedIn/Google+) -Time on Site (website) -Votes Casted (Forum/Survey on Social) -Click-throughs (brand banner ad) @clarktbell @utahtechcouncil

59. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 3.Universal Engagement Metrics -Brand awareness -Brand sentiment -Purchase intent -Customer Satisfaction -Net Promoter Score (word-of-mouth) @clarktbell @utahtechcouncil

60. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 4. Financial Metrics -Revenue -Market Share -Customer Aqcuisition -Customer Retention @clarktbell @utahtechcouncil

61. Digital Marketing ROI Metrics Four Metrics Audience Channel Engagement Financial Metrics Universal Engagement @clarktbell @utahtechcouncil

62. Digital Marketing ROI Tools @clarktbell @utahtechcouncil

65. Takeaways: -Define your outcomes -Define your metrics -Measure them with chosen tool -Identify where the funnel is broken -Create routines to fix these issues -Fine-tune the routines/metrics/outcomes -Wash, Rinse and Repeat until your funnel is perfect -Report the ROI and get a bonus! @clarktbell @utahtechcouncil

67. Thanks! Email: clarktbell@gmail.com Website: www.clarktbell.com Twitter: @clarktbell LinkedIn: /in/clarktbell Cell: 801-891-1717 @clarktbell @utahtechcouncil