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1. 5 Simple Secrets to Totally Rocking Your
Digital Marketing ROI
Rajeev Sharma, CTO & Cofounder, GreyBox Technologies
9th September 2016

2. Rajeev Sharma
✔ Almost 2 Decades of total experience
✔ Marketing specialties:
- Web Analytics - PPC
- Conversion Optimization - Email
- Content Strategy - Social
- User Experience Optimization
✔ Information Technology fascinates Rajeev, he is a Google certified web analyst, digital
marketing consultant and a coder.
✔ Working closely with various B2B and B2C businesses to achieve their online goals he
has produced successful results, including measuring the true contribution of each online
marketing channel, through the Analytics Infrastructure he deploys.
✔ GreyBox Technologies is invited by IIM, IIT as the industry expert to share industry
insights
✔ GreyBox Technologies has conducted trainings for Microsoft, Google, Phillips, SAP,
EY (Earnst and Young), Hexaware, Bajaj Financial Services, Times Internet

3. Why care about Digital Media
(Opportunities and Trends)

8. ROI?
Half the money I spend on advertising is
wasted; the trouble is, I don't know which half?
- John Wannamaker (1838 – 1922), a
proponent of advertising and a "pioneer in
marketing".

9. ROI?
• Return On Investment measures the amount
of return on an investment relative to the
investment's cost. To calculate ROI, the
benefit (or return) of an investment is
divided by the cost of the investment, and
the result is expressed as a percentage or a
ratio.

10. Secret #1
Identify your business goals

11. Measuring outcomes
• One of the most important steps of digital
analytics is determining what your ultimate
business objectives or outcomes are and,
how you expect to measure those outcomes.

12. Five common business objectives

13. Secret #2
Measurement and Analysis, finding new
opportunities.

14. Conversion Rate
• The percentage of visitors who take a desired
action.
• In this example the CR is 5%
• CR = Leads / Visits * 100
• 5% CR = 1 lead / 20 visitors * 100

15. Conversion rate of online shoppers worldwide
as of 1st quarter 2016

16. Segmentation examples
(Conversion by device category)
Aggregated Data
Segmented Data

17. Analytics e-com – How the visitors landing on
your site? What business value they bring?

18. Analytics - Leads – How the visitors landing on
your site? What business value they bring?

19. Analytics – Geo Location
Where they come from?

20. Analytics - Languages
What languages they speak?

21. Analytics - Demography

22. Secret #3
Chat

23. Chat is The Untapped Potential for Your
Business
• Live Chat is Convenient for Customers
– A study called “Making Proactive Chat Work” that was conducted by
Forrester Research found the following:
“Many online consumers want help from a live person while they are
shopping online; in fact, 44% of online consumers say that having
questions answered by a live person while in the middle of an online
purchase is one of the most important features a Web site can
offer.”
Pro Tip – Train your people to handle chat, develop a script to
be the most effective.

24. Chat is The Untapped Potential for Your
Business
• Live Chat Increases Sales
– Chatters spend 60% more per purchase than non-chatters (68%
more on mobile)
– Chatters are 4.6x more likely to convert than a regular website
visitor
– Proactive chat increases a site’s engagement by 313%
– You can check this @
https://www.boldchat.com/features

25. Triggering Chat
• Trigger it when the user is at the lead generation page:
–

26. Triggering Chat
• Trigger it when the user is at the checkout confirmation:
–

27. Secret #4
Unique phone number on your website
• To measure the true business value of it and
• It would be great to have unique numbers
marketing channels wise to be measure it
more effectively.
Pro Tip - Time to move to cloud telephony

28. Secret #5

29. Secret #5
Stop picking losers
• Penny saved is Penny earned

30. Measuring every campaign
Use UTM Parameters
• Concatenate UTM parameters to your destination pages i.e. landing
pages URLs
• Demo - Let’s check on a live account

31. Q&A
All Yours