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SHOW ME THE ROI! 
Digital Marketing Metrics Your CFO Will Love 
By: Clark T. Bell (@clarktbell)
Resources: 
Slideshare.net/clarktbell 
Clarktbell.com 
Twitter.com/clarktbell 
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
Twitter.com/clarktbell 
Linkedin.com/in/clarktbell 
Founder of ClutchFuse (Sold) 
Founder of Aqua-Yield 
GM/Partner BioGra...
@clarktbell @utahtechcouncil
www.getfluid.com 
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
57% are not basing their marketing 
budgets on any ROI analysis. 
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
The 8 Pillars of Digital Marketing 
SEO Mobile Email Content Social PPC Automation Analytics 
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
The 8 Pillars of Digital Marketing 
SEO Mobile Email Content Social PPC Automation Analytics 
@clarktbell @utahtechcouncil
Paid vs. Owned vs. Earned Media 
@clarktbell @utahtechcouncil
Paid vs. Owned vs. Earned Media 
Paid: 
Sponsorships 
SEM (PPC/CPC) 
Banner/Display Ads 
Paid Influencers 
Affiliate 
Paid...
Paid vs. Owned vs. Earned Media 
Earned: 
Mentions 
Reviews 
Posts 
Shares 
Social Shares 
SEO 
Organic articles 
@clarktb...
Paid vs. Owned vs. Earned Media 
Owned: 
Website Properties: 
Actual website 
Blog 
Mobile Site 
Email subscribers 
RSS su...
@clarktbell @utahtechcouncil
ROI Quiz 
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
The 8 Pillars of Digital Marketing 
SEO Mobile Email Content Social PPC Automation Conversion 
@clarktbell @utahtechcounci...
Increase in non-branded organic traffic 
@clarktbell @utahtechcouncil
Increase in inbound links 
@clarktbell @utahtechcouncil
High Quality Traffic 
@clarktbell @utahtechcouncil
Revenue 
@clarktbell @utahtechcouncil
Goals Achieved 
@clarktbell @utahtechcouncil
Application Downloads 
@clarktbell @utahtechcouncil
Re-Engagement Level 
@clarktbell @utahtechcouncil
Response Rate 
@clarktbell @utahtechcouncil
Targetted Visitors 
@clarktbell @utahtechcouncil
Views: Page, Video, Document 
@clarktbell @utahtechcouncil
Social Signals 
@clarktbell @utahtechcouncil
Downloads 
@clarktbell @utahtechcouncil
Leads Generated 
-Filled out contact form 
-Subscriptions 
-Registrations 
-RSS Feeds 
@clarktbell @utahtechcouncil
Reach (Impressions) 
@clarktbell @utahtechcouncil
Site Traffic 
@clarktbell @utahtechcouncil
Leads Generated 
Sign-ups 
@clarktbell @utahtechcouncil
Return on Ad Spend 
@clarktbell @utahtechcouncil
Point Per Impression 
@clarktbell @utahtechcouncil
Profit Per Click 
@clarktbell @utahtechcouncil
Return On Use of SAAS/Tool/Product 
@clarktbell @utahtechcouncil
ROI Of Improvements Made 
@clarktbell @utahtechcouncil
Ideal Conversion Tests for ROI 
Test: 
-Copy 
-A/B (Not Multivariate) 
-Use of Testimonials 
-Campaign Specific Landing Pa...
Questions to Ask To Drive The Digital Marketing Plan 
Product: What is your product or service? 
Price: How do you charge ...
Digital Marketing ROI Metrics 
(Gross Profit – Marketing Investment) 
Marketing Investment 
@clarktbell @utahtechcouncil
How to calculate Gross profit? 
Gross Profit = Gross Revenue – Cost of goods sold 
@clarktbell @utahtechcouncil
How to calculate Gross profit? 
Gross Profit = Gross Revenue * Profit Margin 
@clarktbell @utahtechcouncil
Digital Marketing ROI Metrics 
http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/ 
@clar...
Digital Marketing ROI Metrics 
Define Metrics 
@clarktbell @utahtechcouncil
Digital Marketing ROI Metrics 
Define Metrics 
4 Metrics: 
1. Audience Metrics 
2.Channel Engagement Metrics 3.4.Financial...
Digital Marketing ROI Metrics 
Define Metrics 
4 Metrics: 
1. Audience Metrics 
-Frequency 
-Reach 
-Fans/Followers 
-View...
Digital Marketing ROI Metrics 
4 Metrics: 
2. Channel Engagement Metrics 
-Retweets/Reposts (Twitter/Instagram) 
-Mentions...
Digital Marketing ROI Metrics 
Define Metrics 
4 Metrics: 
3.Universal Engagement Metrics 
-Brand awareness 
-Brand sentim...
Digital Marketing ROI Metrics 
Define Metrics 
4 Metrics: 
4. Financial Metrics 
-Revenue 
-Market Share 
-Customer Aqcuis...
Digital Marketing ROI Metrics 
Four Metrics 
Audience Channel Engagement 
Financial Metrics Universal Engagement 
@clarktb...
Digital Marketing ROI Tools 
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
@clarktbell @utahtechcouncil
Takeaways: 
-Define your outcomes 
-Define your metrics 
-Measure them with chosen tool 
-Identify where the funnel is bro...
@clarktbell @utahtechcouncil
Thanks! 
Email: 
clarktbell@gmail.com 
Website: 
www.clarktbell.com 
Twitter: @clarktbell 
LinkedIn: /in/clarktbell 
Cell:...
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Show Me The ROI: Digital Marketing Metrics Your CFO Will Love!

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Below is the latest presentation Clark T. Bell gave to the Utah Technology Council. The presentation was on How to calculate your digital marketing ROI. This presentation was conducted on Tuesday November 11,2014.

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

  1. 1. SHOW ME THE ROI! Digital Marketing Metrics Your CFO Will Love By: Clark T. Bell (@clarktbell)
  2. 2. Resources: Slideshare.net/clarktbell Clarktbell.com Twitter.com/clarktbell @clarktbell @utahtechcouncil
  3. 3. @clarktbell @utahtechcouncil
  4. 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
  5. 5. @clarktbell @utahtechcouncil
  6. 6. www.getfluid.com @clarktbell @utahtechcouncil
  7. 7. @clarktbell @utahtechcouncil
  8. 8. @clarktbell @utahtechcouncil
  9. 9. @clarktbell @utahtechcouncil
  10. 10. 57% are not basing their marketing budgets on any ROI analysis. @clarktbell @utahtechcouncil
  11. 11. @clarktbell @utahtechcouncil
  12. 12. @clarktbell @utahtechcouncil
  13. 13. @clarktbell @utahtechcouncil
  14. 14. @clarktbell @utahtechcouncil
  15. 15. @clarktbell @utahtechcouncil
  16. 16. @clarktbell @utahtechcouncil
  17. 17. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Analytics @clarktbell @utahtechcouncil
  18. 18. @clarktbell @utahtechcouncil
  19. 19. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Analytics @clarktbell @utahtechcouncil
  20. 20. Paid vs. Owned vs. Earned Media @clarktbell @utahtechcouncil
  21. 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. 22. Paid vs. Owned vs. Earned Media Earned: Mentions Reviews Posts Shares Social Shares SEO Organic articles @clarktbell @utahtechcouncil
  23. 23. Paid vs. Owned vs. Earned Media Owned: Website Properties: Actual website Blog Mobile Site Email subscribers RSS subscribers Social Fans @clarktbell @utahtechcouncil
  24. 24. @clarktbell @utahtechcouncil
  25. 25. ROI Quiz @clarktbell @utahtechcouncil
  26. 26. @clarktbell @utahtechcouncil
  27. 27. The 8 Pillars of Digital Marketing SEO Mobile Email Content Social PPC Automation Conversion @clarktbell @utahtechcouncil
  28. 28. Increase in non-branded organic traffic @clarktbell @utahtechcouncil
  29. 29. Increase in inbound links @clarktbell @utahtechcouncil
  30. 30. High Quality Traffic @clarktbell @utahtechcouncil
  31. 31. Revenue @clarktbell @utahtechcouncil
  32. 32. Goals Achieved @clarktbell @utahtechcouncil
  33. 33. Application Downloads @clarktbell @utahtechcouncil
  34. 34. Re-Engagement Level @clarktbell @utahtechcouncil
  35. 35. Response Rate @clarktbell @utahtechcouncil
  36. 36. Targetted Visitors @clarktbell @utahtechcouncil
  37. 37. Views: Page, Video, Document @clarktbell @utahtechcouncil
  38. 38. Social Signals @clarktbell @utahtechcouncil
  39. 39. Downloads @clarktbell @utahtechcouncil
  40. 40. Leads Generated -Filled out contact form -Subscriptions -Registrations -RSS Feeds @clarktbell @utahtechcouncil
  41. 41. Reach (Impressions) @clarktbell @utahtechcouncil
  42. 42. Site Traffic @clarktbell @utahtechcouncil
  43. 43. Leads Generated Sign-ups @clarktbell @utahtechcouncil
  44. 44. Return on Ad Spend @clarktbell @utahtechcouncil
  45. 45. Point Per Impression @clarktbell @utahtechcouncil
  46. 46. Profit Per Click @clarktbell @utahtechcouncil
  47. 47. Return On Use of SAAS/Tool/Product @clarktbell @utahtechcouncil
  48. 48. ROI Of Improvements Made @clarktbell @utahtechcouncil
  49. 49. Ideal Conversion Tests for ROI Test: -Copy -A/B (Not Multivariate) -Use of Testimonials -Campaign Specific Landing Pages @clarktbell @utahtechcouncil
  50. 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. 51. Digital Marketing ROI Metrics (Gross Profit – Marketing Investment) Marketing Investment @clarktbell @utahtechcouncil
  52. 52. How to calculate Gross profit? Gross Profit = Gross Revenue – Cost of goods sold @clarktbell @utahtechcouncil
  53. 53. How to calculate Gross profit? Gross Profit = Gross Revenue * Profit Margin @clarktbell @utahtechcouncil
  54. 54. Digital Marketing ROI Metrics http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/ @clarktbell @utahtechcouncil
  55. 55. Digital Marketing ROI Metrics Define Metrics @clarktbell @utahtechcouncil
  56. 56. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 1. Audience Metrics 2.Channel Engagement Metrics 3.4.Financial Metrics @clarktbell @utahtechcouncil
  57. 57. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 1. Audience Metrics -Frequency -Reach -Fans/Followers -Views -Monthly Uniques @clarktbell @utahtechcouncil
  58. 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. 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. 60. Digital Marketing ROI Metrics Define Metrics 4 Metrics: 4. Financial Metrics -Revenue -Market Share -Customer Aqcuisition -Customer Retention @clarktbell @utahtechcouncil
  61. 61. Digital Marketing ROI Metrics Four Metrics Audience Channel Engagement Financial Metrics Universal Engagement @clarktbell @utahtechcouncil
  62. 62. Digital Marketing ROI Tools @clarktbell @utahtechcouncil
  63. 63. @clarktbell @utahtechcouncil
  64. 64. @clarktbell @utahtechcouncil
  65. 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
  66. 66. @clarktbell @utahtechcouncil
  67. 67. Thanks! Email: clarktbell@gmail.com Website: www.clarktbell.com Twitter: @clarktbell LinkedIn: /in/clarktbell Cell: 801-891-1717 @clarktbell @utahtechcouncil

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