This document discusses how to measure the return on investment (ROI) of marketing campaigns using Microsoft Dynamics CRM and ClickDimensions. It defines campaign ROI as the measurement of effectiveness for each dollar spent on marketing efforts. It explains how Dynamics CRM can help capture information like leads, opportunities, costs and revenue to calculate ROI. The document also provides examples of standard campaign reports, dashboards and charts that Dynamics CRM can generate to analyze ROI. It demonstrates how extensions like ClickDimensions can further integrate email marketing, web tracking and other data to provide a more complete view for measuring campaign performance.

1. Driving Campaign ROI with Email
Marketing, Social Engagement and an
integrated Web Experience
Steven Foster, CRM Product Manager
Steven.foster@intergen.co.nz
@FozzyNZ
http://www.linkedin.com/in/stevefoster
http://nakedcrm.com
http://www.intergen.co.nz/blog #dynamicsday

2. Steven Foster
Steven Foster
CRM Product Manager
 My role is to drive the Microsoft CRM business, delivery and partner relationships
 People call me passionate about CRM and even an evangelist!
 I have been working in the field of CRM for over 14 years, implemented many CRM and xRM
solutions and have experience across a broad range of CRM technologies, industries and countries.
Dynamics CRM Campaign ROI

3. Our Agenda
Definition of Campaign ROI
Increase the Marketing dollars in the Pipeline
How can I measure ROI
A better world with Dynamics CRM
Demo and Summary

4. How do you define Marketing ROI?
Simplest Format: Measurement of the effectiveness of each
dollar spent on Marketing efforts
■ In other words, how many dollars in the pipeline can be attributed to each
campaign undertaken, whether it is via:
■ Visiting the website
■ Email Marketing
■ Social Engagement
■ Event
Dynamics CRM Campaign ROI

5. What are the campaign costs?
■ Campaign Activities
■ Email
■ Letters / Flyers
■ Phone
■ Content i.e. Website, flyers, banners, articles
■ Advertising costs which may be on-going if online and click
through
■ Miscellaneous i.e. catering, marketing materials, address validation
Dynamics CRM Campaign ROI

6. So how can we increase the marketing
dollars in the pipeline?
■ But need to ensure accurate capture of the Lead Source and Source Campaign to enable
the measurement of it
Dynamics CRM Campaign ROI

7. But we want to be able to Measure the
effectiveness of all of this activity?
■ Estimated and Actual Revenue Generated by Campaign vs. Costs
■ Number of leads and opportunities that were created
■ Website traffic as a result of the campaign
■ Conversion rate of landing page to lead
■ Conversion rate of content
■ Conversion rate as a result of social engagement
Dynamics CRM Campaign ROI

8. But how can we measure or calculate ROI?
When …
Social
CRM
Email Discovery
? and/or
Marketing
? Monitoring
Marketing Web Site
Surveys Analytics
List ≠ List
Campaign ≠ Campaign
Lead (Prospect) ≠ Lead
Dynamics CRM Campaign ROI

9. Dynamics CRM and ClickDimensions
Better Together
ClickDimensions on
Windows Azure Customer Web Site(s)
- ClickDimensions API
All Data in One Place
- Dynamics CRM data
- Email Marketing Data
- Web Analytics Data
- Surveys, Social Recipient Inboxes
Dynamics CRM Campaign ROI

10. Extending CRM with ClickDimensions
Campaign management Marketing Lists Leads, Contacts, Accounts and
Dynamics CRM OOB Opportunities
ClickDimensions
Email Marketing Web Tracking Lead Scoring Surveys
Social Discovery Campaign Tracking Form Capture API (with Event and eCommerce Tracking)
Nurture Marketing Landing Pages Search/Advertising Subscription Management
Dynamics CRM Campaign ROI

11. Capturing Costs Using Dynamics CRM
Dynamics CRM Campaign ROI

12. Dynamics CRM Standard Campaign Reports
Dynamics CRM Campaign ROI

13. Dashboards–Web Traffic, Forms and Revenue
Dynamics CRM Campaign ROI

14. Charting Campaign Revenue by Cost
Dynamics CRM Campaign ROI

15. Tracking Web and Social Interaction
■ Web Traffic – Track by adding a Google analytics like script straight
into Dynamics CRM
■ Tracking Source Entry Points i.e. Twitter, LinkedIn, Facebook posts
etc
■ Include the following at the end of your url ?s=<<INSERT CAMPAIGN
REFERENCE>>, to identify how people are finding you
Dynamics CRM Campaign ROI

16. Demo
Campaign Measurement
Creating Landing Pages
Capturing Web Traffic
Dynamics CRM Campaign ROI

17. In Summary
■ Campaign ROI = Measurement of the effectiveness of each dollar
spent on Marketing efforts
■ Dynamics CRM can facilitate the capturing of the information to
support ROI calculation
■ Marketing Extensions can increase the accuracy and reduce the
manual association back to Campaigns
■ You need to ensure you have processes to manage Leads and
Opportunities and associate to the appropriate Lead Source and
Campaign
Dynamics CRM Campaign ROI

18. Do you want to
know more?
Find me in the
Experience Lounge
at the end of this
presentation.

19. Any questions?

20. Thank you
barry.barryson@intergen.co.nz