Marketing in Digital Space-Module5-ROI-by Garima Jain

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Garima concludes her 5 part series with this short clip on Return on Investment and how to measure it.

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Marketing in Digital Space-Module5-ROI-by Garima Jain

  1. 1. Marketing in Digital Space Garima Jain Module 5: ROI in Digital Space
  2. 2. Classic RoI Definition ©Garima Jain RoI = Total profit/ Total Investment
  3. 3. Is a sale the only measure of success? ©Garima Jain RoI in digital space is centered on conversion (not just sales). Example: A conversion can be measured as – 1. A like on a facebook page 2. An app installation 3. An email sign up 4. An account creation 5. A retweet on twitter 6. A click 7. A sale
  4. 4. Path to Purchase ©Garima Jain Traditional Market Funnel Complexity Lies in the Middle Of the Funnel Source: http://tinyurl.com/kxxz9k5
  5. 5. Measuring RoI ©Garima Jain 1. Understand the consumer’s path to purchase and identify touchpoints.
  6. 6. Touchpoints ©Garima Jain Touchpoints should be specific. Examples of Touchpoints: • Search results page • A blog • A community forum/page relevant to your category
  7. 7. Measuring RoI ©Garima Jain 1. Understand the consumer’s path to purchase and identify touchpoints. 2. Classify these touchpoints as Paid, Owned and Earned.
  8. 8. Paid – Owned – Earned ©Garima Jain
  9. 9. Measuring RoI ©Garima Jain 1. Understand the consumer’s path to purchase and identify touchpoints. 2. Classify these touchpoints as Paid, Owned and Earned. 3. Apply a conversion metric at each touchpoint.
  10. 10. Conversion Metrics ©Garima Jain Examples: 1. CPM 2. CTR 3. CPC 4. CPA 5. Bounce Rate 6. Dwell Time
  11. 11. Exercise ©Garima Jain Which campaign is the best? Campaign Impressions Clicks CTR% CPC Sign Ups Cost/Sign Up 1 1,000 200 20% Rs 10 40 Rs 50 2 2,000 100 5% Rs 20 50 Rs 40 3 5,000 50 1% Rs 5 10 Rs 25
  12. 12. Thank you! ©Garima Jain Visit the Learning section on InsideIIM.com for other parts in the series!

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