The document describes Smart Marketing Analytics, a system that analyzes marketing data from multiple channels to determine which campaigns are most profitable by tracking metrics like sales, payments, returns and repeated purchases. It provides end-to-end analytics that integrates with CRM systems to give a more accurate picture of profitability beyond web analytics. The system aims to help businesses optimize advertising spending, increase marketing effectiveness and make more informed decisions.
2. Based on Roistat's research
Problem
The effectiveness
of each channel depends
on several dozen
key metrics, which
are formulated and
change
every minute
On average, companies
use 14 different
advertising channels
simultaneously
If you don't analyze
data or analyze it
incorrectly, you're
wasting more than
40% your advertising
budget
3. A common mistake is to make decisions based
on web-analytics data:
Clicks, visits, conversions, goals, orders
Was the payment received, was the order profitable, were there returns
and upsells or repeated purchases. And, more importantly, YOUR final profit
Such data does not show what happens
with the order after it was placed
6. WHAT?
What is happening
in your business
right now?
HOW MUCH?
How much money
does generate each ad
channel? WHERE?
Where do your
business processes
need to be optimized
and advertising
budget is being
wasted?
Smart Marketing Analytics from
will answer your questions
7. End-to-End analytics is a must have for business,
which has:
Bad orders to sales
conversion
The owner and
employees don't know
exactly which ad
campaigns bring profit,
which don't
Profit shown in
web-analytics system
doesn't match with
the real cash you got
321
9. Business with
Advertising channels
Generates
a report
Clicks
Cost per click
Order
Payments
Payment price
Return on investment
Profit
Expenses
Payments, refunds,
repeated purchases
Clicks, impressions,
expenses
Visits, orders,
repeated visits
Calltracking
Incoming cal
13. Detailed statistics show the stability
of your company’s growth
Key business metrics,
that determine the overall
state of your business
Pie chart shows you the percentage of
revenue allocated to various
marketing channels
Summary Report
14. You don't have time to
analyze a whole bunch
of reports from your
marketing, sales, and
analytics departments
Each department uses its
own service to measure
its metrics and you don't
have an opportunity to
track your profit and
expenses in real-time
3
You spend several days in
order to compile all of
the data in one report
21
Summary report will help you if
17. Multichannel User Attribution Analytics
Without Roistat With Roistat
This is what a
transaction looks like
in a regular analytics
report
And here’s what happens
if all channels are taken
into account
Transaction
number 4242
Google Ads
plastic windows
buy
Profit from transaction
$80
Transaction number 4242
First visit Second visit Last visit
Google AdWords
Plastic windows
Channel profit
SEO - Google
Where to buy windows
Attribution model
Facebook Ads
Plastic windows
buy
$30
Channel profit
$15
Channel profit
$30
18. When you're evaluating
ads by the last source a
client saw, you miss ads
that captured the client's
interest in your product
in the first place and
therefore lose potential
orders
Without this analysis,
you will incorrectly
evaluate the
effectiveness of ad
channels and lose money
disabling some of them
21
Why multichannel user
attribution analysis is important?
24. Split Testing
Timely completion of tests
based on confidence intervals
Evaluate the options according to
profit
Create tests without the help of IT
25. Comparing the
effectiveness of site's
elements on conversion?
Developers don't have
time to test marketing
hypotheses?
Don't know how to run an
honest split-test and
measure the results?
321
If you have recognized yourself in at least
one of these 3 situations
try Split Testing by
27. You don't count returns,
refusals and repeated
sales in your statistics
You put in a lot of effort
and money, but your
customers buy only once
from you
You don't know when it's
better to give discounts
and special offers to the
clients
321
You need a cohort analysis if
29. Get orders through
emails and don't
understand which ads
brought them
Some of the orders get
lost within emails
Managers don't always
put the orders into CRM
321
The customers who don't use
email tracking:
30. Lead Hunter
Connect in one click
Flexible configuration of lead capture forms
Automatically connects a client with
one of your managers
31. Users come to your site,
but don't order
You would like to receive
by 7% more orders from
your site
21
Try Lead Hunter for free, if
32. A daily notification alert in Slack, email or text message
about the actual profits and expenses of your business
34. Results in just 30
days with
Boss and Hall case study
ROISTAT’s JOBABOUTTHE COMPANY
RESULTS AFTER ONE MONTH
residential real estate agency
Area of activity:
selling elite residential real estate
Cost per lead (CPL) Growth of conversion
to order (CV1)
Increase CV1
Increase ROI
Reduce CPL
Main problems:
• an inflated marketing budget;
• low CV1 (conversion to requests);
• a high CPL(cost per lead).
↓ 4 times +$1140
$76.10
$17.93
Growth of conversion
to order (CV1)
+240%
51
124 $3150
$2010
before after
35. Results in just 60
days with
Shower 5 case study
ROISTAT’s JOBABOUTTHE COMPANY
THE RESULTAFTERTWO MONTHS
Area of activity:
internet trade of plumbing technology
An increase in the
number of orders
A reduced cost per
order (СРО)
Increase CV1
Increase ROI
Reduce the cost
per lead
Main problems:
• Low conversion to requests (CV1)
• High cost per lead
• Low return on investment from
marketing
+91.3% -$6Growth of conversion
to order (CV1)
+97.2%
before after
$16
$10
1.47%
2.86%
400
750
36. Return on investment
increased by 2.5 times
Republica.Pro case study
ROISTAT’s JOBABOUTTHE COMPANY
THE RESULT AFTER ONE MONTH
Area of activity:
sales of tourist travel vouchers
Cost per lead (CPL) Increased return
on investment (ROI)
Increase CV1
Increase ROI
Reduce CPL
Main problems:
• a negative ROI (an indicator
of the return from the budget);
• CV1 (conversion to requests)
of just 0.48%;
• CPL (cost per lead) $48
-$26 +200%
Growth of conversion
to requests (CV1)
+200%
before after
-100%
152%
0.48%
0.93%
$22
$48
37. An extra $19,000
thanks to Lead Hunter
Case study of an online equipment store
ROISTAT’s JOBABOUTTHE COMPANY
THE RESULT AFTER ONE YEAR
WHAT LEAD HUNTER LOOKS LIKE
Area of activity:
the sale of tourist supplies
and equipment
requests from
Lead Hunter
from captured
requests
To show which marketing
channels are working
poorly
To increase the number
of requests and sales
Main problems:
• A large percentage of cancellations
on the site
• A low conversion rate to requests
from the site
• The investment into paid advertising
is not being recouped
+1205 +$19,000
conversion from requests
to sales
14.5%