The document discusses how to measure digital marketing and quantify return on investment through integrated engagement. It recommends setting measurable goals, building an engaging website, developing relevant content, creating targeted destinations, nurturing leads intelligently, measuring points of engagement, and managing and modifying campaigns. It provides an example of how Carpathia Hosting achieved success through an integrated digital marketing campaign for its IBX Vault product that generated over 15 million impressions and 500+ leads.

1. Measuring Digital!
How to Track Digital
Marketing & Quantify ROI!
Brian Winter!
Owner, Pyxl!
Chief Marketing Officer, Carpathia Hosting!
C A R PAT H I A . C O M THINKP YX L.COM

2. C A R PAT H I A . C O M THINKP YX L.COM

3. C A R PAT H I A . C O M THINKP YX L.COM

4. Reaching customers has never been!
more difficult.!
C A R PAT H I A . C O M THINKP YX L.COM

5. Tracking
engagement!
is even more difficult.!
C A R PAT H I A . C O M THINKP YX L.COM

6. Evolution of Digital Marketing!
V1! V2! V3! V4!
Online Broad Targeted Integrated
Presence! Engagement! Engagement! Engagement!
Basic information More information— Specific content for Specific content for
with limited depth.! expanding on existing specific audiences. specific audiences on
content & adding new Deeper engagement.! specific devices.!
content areas.!
C A R PAT H I A . C O M THINKP YX L.COM

7. What is Integrated Engagement?!
Reach!
Tailor web
properties to
Desktops, Tablets &
Smartphones.!
Content!
Optimize content for
Desktops, Tablets &
Smartphones.!
Context!
Content + Reach = Context !
Context = Better Engaged &
Qualified Prospects!
C A R PAT H I A . C O M THINKP YX L.COM

8. Measuring Integrated Engagement!
Download Page!
Awareness & Conversion %! Qualified !
Lead Generation! Landing Page! Leads!
Banners!
Conversion %! Conversion %! Sales!
Emails! Conversion %! Funnel!
Conversion %!
Social Media!
Win %!
Print!
Wins!!
Contact Form!
C A R PAT H I A . C O M THINKP YX L.COM

9. 7 Keys to Measurable Success!
1.!Set Measurable Goals!
2.!Build an Engaging Website!
3.!Develop Relevant Content!
4.!Create Targeted Destinations!
5.!Nurture Leads Intelligently!
6.!Measure Points of Engagement!
7.!Manage & Modify Campaigns !
C A R PAT H I A . C O M THINKP YX L.COM

10. Step 1: Set Measurable Goals!
Opens! Calls !
Impressions!
Shares! Downloads! Forms!
Visits!
Clicks!
Click-throughs!Chats! Leads!
Comments! Views! Inbound Emails!
C A R PAT H I A . C O M THINKP YX L.COM

11. Step 2: Build an Engaging Website!
WEBSITE!
Request Info!
LANDING PAGE!
SEO!
EMAIL CPC!
Google, Bing,
TEMPLATE! LinkedIn!
C A R PAT H I A . C O M THINKP YX L.COM

12. Step 3: Develop Relevant Content!
Key Messaging
Document!
Press Case
Releases! Studies!
Fact White
Sheets! Papers!
Videos!
Checklists!
Blogs!
C A R PAT H I A . C O M THINKP YX L.COM

13. Step 4: Create Targeted Destinations!
Registration!
LANDING PAGE!
Frequency of Content!
WEBSITE!
Asset Download!
• 2-4 Blog posts/week!
Demand Gen Assets!
LANDING PAGE! • 1 White paper/ebook/guide/
2-4 Blog Posts/week!
1 White paper / ebook / checklist every other month!
guide / checklist every
other month! • 1 infographic every other mo.!
BLOG!
1 infographic every other
month! Request Info! • 1 On-demand Webinar/Qtr.!
LANDING PAGE!
1 On demand Webinar/Qtr.!
Add ons: PPT, Videos,
• Add ons: PPT, Videos, Web
Web Tools! Tools!
SEO!
EMAIL CPC!
SOCIAL! Google, Bing,
TEMPLATE! LinkedIn!
C A R PAT H I A . C O M THINKP YX L.COM

14. Step 5: Nurture Leads Intelligently!
DOMESTIC! HUBSPOT POWERED!
Biz Intelligence! Registration!
? LANDING PAGE!
Jim Bower! Simona Bills!
General Motors! Siemens!
Profile! Downloaded 2 WP! Downloaded 1 Checklist!
2 visits! WEBSITE! (Plus original Profile data)!
10 pages! Asset Download!
20 minutes! Demand Gen Assets!
LANDING PAGE!
General Motors! Tradeshows!
2-4 Blog Posts/week! Marketing Leads! Phone Calls!
1 White paper / ebook / (from web forms)!
Emails!
guide / checklist every
other month!
1 infographic every other
BLOG! month! Request Info!
1 On demand Webinar/Qtr.!
LANDING PAGE!
Add ons: PPT, Videos,
Web Tools!
Hubspot! CRM!
INTERNATIONAL!
SEO! LEAD!
? Nurturing!
Repurposed content
from Phase 1,
Profile! CPC!
EMAIL personalized based
1 visit! SOCIAL! Google, Bing, on usage & behavior!
3 pages! TEMPLATE! LinkedIn!
5 minutes!
Siemens! SALE
S!
C A R PAT H I A . C O M THINKP YX L.COM

15. Step 6. Measure Points of Engagement!
Marketing Activity! Measurement! Tools!
Impressions, clicks, conversions,
Social Media! conversations!
Online Advertising! Impression, clicks, conversions!
PR! Impressions/Reach!
Email! Open rate, click-through-rate!
Visits, bounce rate, avg. pages/visit,
Site Traffic! avg. time on site, rate of return visits!
Views, comments, shares, downloads,
Site Engagement! form submissions, conversion rates!
Lead Scoring! Quantity, quality of leads; behavior!
C A R PAT H I A . C O M THINKP YX L.COM

16. Step 7. Manage & Modify Campaigns!
Goals!
Tailor your
specific goals.!
Tracking!
Set up tracking
links & goals.!
Calculate ROI! Weekly Reviews!
Understand how the Meet with stakeholders
campaign is tracking to weekly to review
ROI targets weekly.! performance.!
C A R PAT H I A . C O M THINKP YX L.COM

17. CASE STUDY!
C A R PAT H I A . C O M THINKP YX L.COM

18. Carpathia Hosting Overview!
Global Company ! Diverse Client Base!
AMSTERDAM, NETHERLANDS
LONDON, ENGLAND
SILICON VALLEY, CA TORONTO, CANADA
SAN JOSE, CA NEW YORK, NY
LOS ANGELES, CA ASHBURN, VA
ATLANTA, GA
HONG KONG
SYDNEY, AUSTRALIA
Rapid Growth! Fueled by Marketing!
$2,000,000
$20,000
2011! 2012! 2007 2013
C A R PAT H I A . C O M THINKP YX L.COM

19. Integrated Engagement in Action!
AWARENESS! TRAFFIC! LEADS! SALES!
4B +! ! # 2!
trafficked
site in
industry!
$36M+! 25%!
impressions in pipeline
! of sales!
ROI
!
Every $1 in Marketing
Yields!
$3 in Margin!
C A R PAT H I A . C O M THINKP YX L.COM

20. Setting Targets Top Down!
2013 % of Total % from Bookings from!
Bookings! Bookings! Marketing! Marketing!
Commercial! 1,425! 75%! 35%! 499!
Federal! 475! 25%! 50%! 238!
Total! 1,900! 39%! 736!
Cost per # of Mktg Lead Gen
Avg. Deal Size! Leads:Deals! # of Leads!
Lead! Deals! Budget!
Commercial! $500 ! 22.5! 22! 100! 2,217! $1,108,333 !
Federal! $300 ! 15.0! 16! 100! 1,583! $475,000 !
3800! $1,583,333 !
Sales Inputs!
C A R PAT H I A . C O M THINKP YX L.COM

21. Building Plans Bottoms Up!
Cost of! Cost of! Cost of ! # of
Commercial Lead Gen. Activities! Total Cost!
Media Buys! Production! Content! Leads!
Lead Generation Activities!
Banner Ads (Infoweek, Datacenter Knowledge, Whir)! $164,905! $135,000! $20,355! $9,550! 300!
Newsletter Sponsorships (InfoWeek - 336x280) 3
$21,905! $0! $15,355! $6,550! 50!
newsletters!
Must Read Promo (Infoweek)! $49,905! $31,500! $11,855! $6,550! 250!
Executive Roundtable! $44,300! $26,550! $11,855! $5,895! 25!
Editorial Webinar 1 day + 6 month archive! $51,025! $26,775! $15,355! $8,895! 160!
Briefing Center 3 month program! $52,650! $32,400! $11,855! $8,395! 150!
Content Marketing! $69,550! $40,000! $15,355! $14,195! 250!
Briefing
Events (we attend)!
Networking Center
3
month
program
$52,650
$32,400
$$11,855!
$54,750! $35,000! 11,855
$$7,895!
1125!
8,395
50
Customer Events (we host)! $51,750! $29,000! $16,855! $5,895! 100!
Customer Conference! $61,250! $40,000! $15,355! $5,895! 35!
Carpathia.com Demand Gen! $125,750! $0! $56,855! $68,895! 300!
Cost-per-Click! $174,150! $150,000! $15,855! $8,295! 350!
Print Ads (Infoweek)! $97,750! $75,000! $16,855! $5,895! 75!
Ad Hoc on Demand Budget! $103,500! $60,000! $37,000! $6,500! 100!
Total! $1,123,140! $681,225! $272,615! $169,300! 2270
2270!
C A R PAT H I A . C O M THINKP YX L.COM

22. Everything Rolls to a Central Dashboard!
Total
YTD
Spend
Total
YTD
Spend
Commercial
Cost
Averages
Federal
Cost
Averages
Per
Impression
$0.02
Per
Impression
$0.03
$27,495.52
Per
Click
$25.74
$27,495.52
Per
Click
$49.09
Per
Lead
$235.00
Per
Lead
$91.88
C A R PAT H I A . C O M THINKP YX L.COM

23. Dashboard Delivers End-to-End View!
Clicks
&
Leads
from
IBX
Vault
Campaign
25,000
600
500
20,000
400
15,000
Total
Clicks
Leads
300
10,000
200
5,000
100
Leads
0
0
9/16
9/23
9/30
10/7
10/14
10/21
10/28
11/4
11/11
11/18
11/25
12/2
12/9
12/16
12/23
12/30
Clicks
Week
Ending
C A R PAT H I A . C O M THINKP YX L.COM

24. IBX Vault Campaign!
C A R PAT H I A . C O M THINKP YX L.COM

25. IBX Vault Digital Marketing Assets!
Microsite!
Landing Pages! White Paper &!
Emails!
Fact Sheet!
Video!
Infographics! Print & Banner Ads! Website Slider!
C A R PAT H I A . C O M THINKP YX L.COM

26. Integrated Engagement for IBX Vault!
Video!
Demand 1105!
HP Slide!
Generation! 1105!
Blog! Social! CPC! Email!
Infographic!
Infographic! CPC! NVTC!
Blog! Blog! CPC! Social!
Social!
Email! Email!
Marketing
Assets!
White Paper! Contact! White Paper! Contact!
Lead Webinar! Open House!
Contact!
Capture!
C A R PAT H I A . C O M THINKP YX L.COM

27. IBX Vault Campaign Results!
Key Metrics…!
!Total Impressions: 15,696,135!
!Total Clicks/Visits: 21,665!
!Total Leads: 536!
$1,000,000+
Resulting in...! in
Sales
!Cost Per Impression: $0.005! OpportuniUes
!Cost Per Click: $3.31!
!Cost Per Lead: $231.39!
C A R PAT H I A . C O M THINKP YX L.COM

28. Follow the 7 Steps and…!
AWARENESS! TRAFFIC! LEADS! SALES!
4B +! ! # 2!
trafficked
site in
industry!
$36M+! 25%!
impressions in pipeline
! of sales!
ROI
!
Every $1 in Marketing
Yields!
$3 in Margin!
C A R PAT H I A . C O M THINKP YX L.COM

29. How was Marketing ROI Calculated?!
Total
New
logo
MRR
×
%
A[ributed
to
MarkeUng
Programs
=
A[ributable
MRR
A[ributable
Total
Margin
MRR
×
Avg.
Margin
×
Avg.
Term
=
Value
Total
Margin
Value
=
MarkeUng
ROI
Total
MarkeUng
Investment
C A R PAT H I A . C O M THINKP YX L.COM

30. Remember the 7 Keys & Take Action Now!
1.! Set Measurable Goals!
2.! Build an Engaging Website!
3.! Develop Relevant Content!
4.! Create Targeted Destinations!
5.! Nurture Leads Intelligently!
6.! Measure Points of Engagement!
7.! Manage & Modify Campaigns!
Download the new e-book at:!
h9p://landing.thinkpyxl.com/demand-­‐generaFon-­‐ebook!
C A R PAT H I A . C O M THINKP YX L.COM

31. Thank
you.
Carpathia Hosting Inc. ! Pyxl Inc.!
21000 Atlantic Boulevard, Suite 500 ! 2099 Thunderhead Road, Suite 301!
Dulles, Virginia 20166 ! Knoxville, Tennessee 37922!
Carpathia.com! ThinkPyxl.com!
bwinter@carpathia.com! bwinter@thinkpyxl.com!
To Request Presentation Send Email to:!
Shasta Broyles!
sbroyles@thinkpyxl.com!
Subject: KAMA Measuring Digital Presentation !
C A R PAT H I A . C O M THINKP YX L.COM