Measuring Value

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Measuring value, not just numbers!

Presentation for digital marketers Jakarta meetup. Join our meetup here http://www.meetup.com/Digital-Marketers-Jakarta/

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Measuring Value

  1. 1. Measuring Value Digital Marketers Meetup - April 23rd, 2014
  2. 2. Ridho Putradi S’Gara Founder and CEO of InboundID (http://www.inboundid.com) Founder and CEO of PartnerIklan (http://www.partneriklan.com) Founder and Principle of Class.im (http://www.class.im) Ex Vizury, Wego, Gopher, LaSalle College International, Bubu Marketers, 24/7 @idowebid ido@inboundid.com http://www.inboundid.com +6281843546
  3. 3. Let’s share, bring that questions out!
  4. 4. The Traditional 3-Step Mental ModelZero Moment Of Truth (ZMOT)
  5. 5. ……. back in the 70’s
  6. 6. Story Telling, The Digital World http://www.youtube.com/watch?v=OnXijAxiy8g "We are living in the world where we have unlimited amount of outlets to do what we want to do in our time“ – Gary Vaynerchuck
  7. 7. Measuring values, not fat numbers
  8. 8. Even the smallest marketing things we digitally do are measurable!
  9. 9. Digital Data Huge Volume & Cheap
  10. 10. Are You Measurable?
  11. 11. HITSHow Idiot Track Success
  12. 12. Digital Data Sources + InternalExternal
  13. 13. The Measurement Pyramid Goals Key KPIs User Indicators Progress to achievements Secondary goals and indicators Data that improve process
  14. 14. Goal Increase leads by 10% and lower cost per acquisition by 20% Key KPI’s User Indicators Unique Visitors Page Views Social Metrics Keywords Conversion rates Email responses Cost per leads by channel Key Metrics: # of Leads / % of increase Cost Effectiveness
  15. 15. Defining Your Goals
  16. 16. 1st Question To Ask Who is My Website For? (Remember the personas?)
  17. 17. Have you identified your buyer personas? David Background - Digitalpreneurs - Manage his own digital agency for the last 4 years - Frequent flyer - In relationship Demographics - Male - 30 – 45 - Income: 80 M Rp – 100 M Rp Goals - Looking for partners and vendors for his client service Etc …..
  18. 18. Imagine Car Wash?
  19. 19. What Do I Want Them To Do On Your Digital Assets?
  20. 20. Learn, Listen and Leverage …
  21. 21. Behavior Flow
  22. 22. User Behavior
  23. 23. The Consumer Journey
  24. 24. Listen
  25. 25. Social Metrics Traffic from social media – think about conversion Brand mention Product interest Engagement Reach
  26. 26. Bonus 3 Be of Social Media Marketing Be Human!
  27. 27. Be Valuable
  28. 28. Be Local
  29. 29. Leverage
  30. 30. Goals Visualization INDONESIA’S #1 BANK CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT KPIs: Branded search traffics Target: 10 K / month KPIs: Product Sales Target: 100 Aplications KPIs: Visitor Loyalty Target: 30%
  31. 31. “You Can’t Measure What It Is You Do Not Value” Brian Solis
  32. 32. Goals Visualization INDONESIA’S #1 BANK CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT KPIs: Branded search traffics Target: 10 K / month IDR 1000 per UV brand traffics KPIs: Subscribe to newsletter Target: 100 subscriber IDR 5000 per subscriber KPIs: Page Per Visit Target: 4 IDR 500 per page visited
  33. 33. Cost Per Conversion by Channel Channel CPC / CPV / CPM Sessions Cost CVR Conversion Cost Per Conversion Google AdWords 500 6500 3250000 1.20% 78 41667 SEO 850 11500 9775000 3.15% 362.25 26984 YouTube 300 3400 1020000 0.50% 17 60000
  34. 34. Simple ROI by Channel Channel CPC / CPV / CPM Sessions Cost CVR Conversion Cost Per Conversion Revenue * ROI Google AdWords 500 6500 3250000 1.20% 78 41667 7800000 140% SEO 850 11500 9775000 3.15% 362.25 26984 36225000 271% YouTube 300 3400 1020000 0.50% 17 60000 1700000 67% Revenue per conversion IDR 100,000
  35. 35. Content Experiments
  36. 36. Conversion Rate Optimization A/B Testing
  37. 37. Conversion Rate Optimization Multi Vitiate Testing
  38. 38. Conversion Rate Optimization Behavioral Testing
  39. 39. Awareness Familiarity Likeability Consideration Action Ownership Opinion forming Research & Short list Action Inquiries Increase Usages Get Attention Connect Inspire Persuade Convert Retain Maximize Quality Optimize Functionalit y Optimise Content Maximize Sales Optimise Conversion Rates Maximize Usage Competitive Data Usability test Quality Research Drop-out analysis Surveys Media Drop-out analysis CRM Data Click Stream Unique Visitors Site Engagement Content Engagement Conversion Rates Repeat Orders Funnel Behavior Strategy Objective Data Source KPI Funnel Visualization
  40. 40. Digital: The devil is in the details ……
  41. 41. Attribution Multi-channel attribution modeling
  42. 42. Last Interaction
  43. 43. You’re Fired!
  44. 44. Last Non Direct Interaction
  45. 45. You’re Fired! First Interaction
  46. 46. You’re Fired!
  47. 47. Linear
  48. 48. Time Decay
  49. 49. Position Based
  50. 50. Real Live Conversion Path
  51. 51. Attribution Madness
  52. 52. Attribution Madness
  53. 53. Custom Attribution
  54. 54. Sample of Attributions Display Search Direct Social Paid Search Conversions
  55. 55. Sample of Attributions Display Search Direct Social Paid Search Order Value (Margin) = IDR 50000 Cost per acquisition (all channel combined) = 35000
  56. 56. Experiment Measure Apply
  57. 57. Bonus: Integrating Your On- Ground and Online Marketing
  58. 58. Start Measuring! Stop Assuming! Thank you Let’s brainstorm

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