This deck will help you learn how you can leverage Marketing Metrics from the webinar led by Dr. Som Singh, Founder & Chief Marketing Advisor at Unspun Consulting Group. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.

1. Keep Calm
Calculate
ON
Marketing Metrics By Dr. Som Singh

2. Copyright @. Unspun Consulting Group
About Unspun Consulting Group
•Marketing Consulting Services
•Content Marketing
•Digital Marketing
•Public Relations
•Designing
•Video Production
What we offer
We are a dynamic team of creative heads
comprised of marketing, design,
communication specialists and social media
experts
We provide service to organizations looking
for a partner for their marketing and
communication requirements
At Unspun we leverage Technology & Drive
ROI for every penny spent
We deliver on numbers

3. Copyright @. Unspun Consulting Group
Why Unspun ?
We strategize
• What o ks fo XYZ ay ot o k fo
ABC a d that e e y o pa y is u i ue
and needs a dedicated marketing
strategy to allow them to shine
• We develop initiatives, campaigns and
ideas that reinforce your marketing
requirements. By elevating the marketing
strategy through planned, measured,
tactical execution, we become a part of
your organization
Our USP
• We a e I dia s o ly esea h lead
marketing company
• We work as an extended Marketing Team
with the Clients and become there
strategic partners in providing them
insights in both geographical as well as
vertical expansions

4. Copyright @. Unspun Consulting Group
Our Products and Service
Act™
• ACT, Unspun's market discovery tool crawls across 250 live data sources,
analyzing & recommending the perfect marketing channels for your
business needs.
Engagematik™
• Helps to increase social presence for a brand and increase social
engagement
MyPR™
• MyPR.io, the o ld s 1st PR automation platform facilitates startups and
SME's to drive a range of online PR activities across geographies traversing
numerous media channels.
Digital Leadership Institute
• U spu s training wing in partnership with CEE

5. Copyright @. Unspun Consulting Group

6. So what are you tracking?

7. According to Forrester Research, as much as
of the uye s jou ey ay e o plete efo e
they contact a salesperson.
During that time, marketing is responsible for
moving prospects down the purchase path.
90%

8. Copyright @. Unspun Consulting Group
Metrics and Analytics
Metrics : What you measure your marketing programs on to
gauge performance or success. They can also be called Key
Performance Indicators (KPIs).
Analytics : Using metrics to identify trends and
insights to inform decisions about your marketing
efforts.
VS

9. Copyright @. Unspun Consulting Group
So what is Metrics Driven Marketing
?
 Metrics Driven Marketing is the marketing process that
applies detailed metrics to every facet of marketing.
 The goal of Metrics Driven Marketing is to better predict
returns on marketing investments and thus drive superior
overall marketing results.
 Metrics Driven Marketing ranges from very quantifiable
direct response marketing to more challenging
measurement of brand awareness advertising.

10. Copyright @. Unspun Consulting Group
Online Channels
Channels
Ads
Email Marketing
Content Marketing
SMS Campaigns
SEO
Social Media
Video

11. Copyright @. Unspun Consulting Group
Marketing Funnel and Strategy
Reach
• Increase awareness
• Brand building
Nurture
• Improve lead quality
• Drive lead to conversion
Top of the Funnel
Bottom the Funnel

12. Copyright @. Unspun Consulting Group
Top of the Funnel Metrics to TrackChannels
Email ope ate, e site t affi , opt-in
Display Ads awareness, brand recall
Search Ads Keyword performance, branded keywords
PR
awareness, a d lift, e site t affi , i ou d
li ks, efe al t affi , u i ue isito s
Organic Social Media - Shares, likes, comments
Paid Social Media
awareness, a d e all a d lift, e site t affi ,
unique visitors

13. Copyright @. Unspun Consulting Group
Lower Funnel Metrics to Track
Channels
Email Marketing
ope ate, etu i g isito s, fo fills,
retention rate
Search Marketing Leads, keyword & source performance, time
Paid Search leads, ost pe lead, fo fills, MQLs
Display Ads
Display Ads leads, ost pe lead, fo fills,
MQLs
PR leads, cost per lead, returning visitors
Gated Content Form fills
Paid Social Media Leads, cost per lead, returning visitor
Webinars/Demos/T
rials
Retention rate, leads, closures

14. Copyright @. Unspun Consulting Group
B2B – SaaS Use case
Ads for Lead generation –
Google search and Display
Content marketing on
Referral sites
Social Media for awareness
Webinars for nurture
Email Marketing for
Nurture

15. Copyright @. Unspun Consulting Group
B2B – SaaS Use case
Ads – 60% of the leads
generated from Ads. Only
10% get MQL
Content marketing on
Referral sites – Referral site
contributes to 35% of
overall website traffic
Social Media for awareness
– Page has an average
engagement of 2 likes on
every post
Webinars for nurture – A
retention rate of 12%
Email Marketing for
Nurture – Contributes to
12% of overall leads. 49%
gets MQL

16. Copyright @. Unspun Consulting Group
Example of Tracking Metrics
Sample of a B2B product company
Month Channel Spent Leads MQL
Moved to
oppourtu
nity
Lost Won Revenue
Dec-15
Display
Ads
200000 120 12 2 1 1 50000
Dec-15 Seach Ads 130250 157 24 6 2 4 200000
Dec-15
Email
Marketing
24000 51 25 22 14 8 400000

17. Copyright @. Unspun Consulting Group
Customer Lifetime Value
In marketing, customer lifetime value (CLV) (or often CLTV), lifetime customer value (LCV), or life-
time value (LTV) is a prediction of the net profit attributed to the entire future relationship with a
customer.
Revenue made/year
on Software
subscription
X Number of yearsAcquisition Cost
-

18. Copyright @. Unspun Consulting Group
LCV – Basic Calculation
Other
Factors to
consider
Support cost
Other
marketing/sales
cost
Discount /year
(In case of
AMC)
Upselling and
its revenue etc
Likelihood to
retain
Average Acquisition Cost 1000
Average revenue per year 5000
Customer lifetime in years 4
LCV 19000
In case of Ecommerce
• Avg. orders/year
• Churn rate

19. Copyright @. Unspun Consulting Group

20. Thank You