This document discusses optimizing digital marketing return on investment (ROI) through various online channels like blogs, social media, and email. It emphasizes the importance of defining outcomes, valuing different customer actions, avoiding biases when analyzing data, identifying weaknesses in the customer funnel, creating optimized practices through testing, and continually refining processes to drive better results over time. The overall message is that marketing ROI improvement requires a data-driven approach, focus on meaningful metrics, and a long-term process of experimentation and mastery.

1. Your Digital
型 Marketing ROI
from blog to social to email and beyond

2. Who am I?
twitter.com/
cspenn/
favorites

3. Warnings

4. 型 Kata

5. 成 Outcome
果

6. 法 Process

7. 守
破 Path to mastery
離

8. 成 Measure
Outcome
果

9. Photo Credit: TheTruthAbout...

10. Outcomes

12. R
Photo credit: AMAgill
I

14. Social media
ROI

15. ROI is not
necessarily a
helpful number

16. Last Touch Problem

17. Email
Webinar
PPC Ad
Blog Post
Sponsored
Tweet
Which caused the sale?

19. What are the most valuable actions
someone can take?

20. Sales
Leads
Prospects
Audience

21. Sales 1
Leads 10
Prospects 100
Audience 1000

22. Sales 1 $1000
Leads 10 $100
Prospects 100 $10
Audience 1000 $1

23. Worksheet 1
Quantity Value per Action Total Value
Audience:
Next action:
Next action:
Final action:

24. EPA

25. Earned - Spent
Number of Actions

26. Worksheet 2
Money Earned: $_______
Money Spent: $_______
Hourly Rate: $_______
Time Spent: _______
Time Spent in Money: $_______
Total Spent: $_______
Total Earned-Total Spent _______ EPA
Actions

27. So what?

28. Last Touch Problem Solved
Goo gle

31. Yes, but so what?

35. “Become a data-
driven
organization”

36. Blind faith in data and systems

37. 罠 3 Traps

38. Selection Bias

40. Measurement Bias

42. http://api.klout.com/1/klout.json?
users=lizstrauss
(
[status] => 200
[headers] => Array
(
)
[body] => Array
(
[error] => No users
)
)

43. http://api.klout.com/1/klout.json?
users=moriturusthedk
(
[status] => 200
[headers] => Array
(
)
[body] => Array
(
[error] => No users
)
)

44. Intervention Bias

46. Beware bad research and
worse conclusions!

47. 73% of CEOs Think Marketers Lack
Business Credibility: They Can't Prove
They Generate Business Growth
The Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs and
decision-makers in the US, Europe, Asia and Australia.
Who was measured?
What was measured?
How was it measured?

48. Nearly 23 Million Tune Into The AFC/
NFC 2012 NFL Playoffs On The Radio
Edison Research conducted a national telephone survey of 901 people. Interviews for this study of
Americans age 12 and older were performed on January 23, 2012. The study asked respondents a
series of questions about their previous day’s media usage including listening to any part of the
NFL Playoff radio broadcasts. Households were selected randomly to participate in the study from
phone numbers provided by Survey Sampling International. The final results of the national
sample have been weighted by age, sex, ethnicity and geographic region to match current U.S.
Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the full
sample will differ by three percentage points in either direction from what would have been
obtained by attempting to interview all persons age 12 and older.
Who was measured?
What was measured?
How was it measured?

49. 法
Refine
Process

54. Sales
Leads
Prospects
Audience

55. Sales 1
Leads 10
Prospects 100
Audience 1000

56. Sales 1
10%
Leads 10
10%
Prospects 100
10%
Audience 1000

57. Sales 0.5
10%
Leads 5
5%
Prospects 100
50%
Audience 1000

58. How can we use X to fix
the broken step?

60. Leads 5
5%
Prospects 100

61. Start with a simple recipe

62. Sales 2
10%
Leads 20
20%
Prospects 100
10%
Audience 1000

63. $65 million each

64. 守
破 Path to mastery
離

65. 守
Preserve the
form

66. 破 Vary the form

67. 離
Transcend the
form

68. 守
Follow best
practices

69. 破
Vary the
practices

70. 離
Transcend best
practices

74. scrambled eggs

75. 型 Kata

76. 成 Measure
Outcome
果

77. 法
Refine
Process

78. 守
破 Path to mastery
離

79. 1. Define your outcomes.

80. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.

81. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.

82. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.

83. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.

84. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.

85. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.

86. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
8. Repeat until your funnel is working well.

87. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
8. Repeat until your funnel is working well.
9. Vary up the parts that are working well to make them even
better in the long run.

88. 10 Things to Take Away
1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
8. Repeat until your funnel is working well.
9. Vary up the parts that are working well to make them even
better in the long run.
10. Eventually reach proficiency and transcend best practices.

89. 初 Marketing White
心 Belt
者 cspenn.com/
市 book
販

90. 18 Ways to
Integrate Social
and Email
www.whatcounts.com/18ways

91. Thank You!
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