The document summarizes key points from a marketing return on investment conference. It discusses measuring marketing ROI, including defining metrics and measuring across different channels. It provides examples of using digital marketing like social media and user generated content. The document emphasizes measuring permission levels from customers and testing new opportunities to continuously improve marketing measurement. It concludes by encouraging attendees to define achievable ROI goals and measurement processes.

1. Marketing Return on Investment Conference
29 May 2012

2. h"p://www.youtube.com/watch?feature=player_detailpage&v=1vRx5TYTmYs
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3. EFFORT
Marketing VALUE
activity
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4. Do you have a formal
ROI framework in place?
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5. Why do you
measure ROI?
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6. Unlock the power of permission

7. Unlock the power of permission

8. How do you measure your
marketing success?
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9. Unlock the power of permission

10. § It ain’t easy
§ You’re not
alone
§ Channel
measurement
is the biggest
challenge
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11. Unlock the power of permission

12. P
PERSON
§ Who is on database?
§ What are they worth
§ Shift customer value
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13. Profit
MROI = Investment
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14. Revenue - Expenses
MROI = Investment
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15. § Not just sales
§ What about the
asset value?
§ Yield and capital
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16. Revenue - Expenses
Brand
MROI = Investment
+ Value
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17. Revenue - Expenses
Brand
MROI = Investment
+ Value
X Time
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18. Unlock the power of permission

19. Unlock the power of permission

20. Likes
Engagement
Sales
Shares
Influence
Awareness
Reach Clicks
Opens Referral
Tweets
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21. § More channel choices for marketing $
§ Marketing mix more complex
§ Lower budget per channel
§ Harder to measure and deliver ROI
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22. h"p://www.youtube.com/watch?feature=player_detailpage&v=ypmfs3z8esI
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23. Unlock the power of permission

24. Unlock the power of permission

25. Unlock the power of permission

26. Unlock the power of permission

27. Unlock the power of permission

28. Unlock the power of permission

29. Unlock the power of permission

30. Unlock the power of permission

31. Unlock the power of permission

32. MROI
Campaign Channel
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33. Unlock the power of permission

34. MROI
Campaign Channel Segment
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35. Do you segment your
customer database?
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36. What percentage of your
customers drives the
majority of your revenue?
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37. Unlock the power of permission

38. MROI
Campaign Channel Segment Lifecycle
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39. Ambassador
Adore
Permission Level
Advocate
Love
Like
Fan
Desire
Customer
Interact
Visitor
Aware
Prospect
Suspect Relationship Knowledge & Value
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40. Unlock the power of permission

41. Baby Lifecycle – Conception  3 years old
34% of all mums acquired to the DB
Baby Preparing Caring Sleep Feeding Toilet
for for and Walking Talking Discipline Social skills
names patterns training
birth baby nutrition
Crawling Teething Talking Swimming Bed wetting
Pregnancy Newborn Infant Toddler Child
Conception Birth 1 year 2 Years 3 years
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42. Unlock the power of permission

43. " Australia’s
#1
direct
to
mum
relaYonship
markeYng
program
Mia
Friedman
Ambassador
No direct link to sale
Huggies
Blog
Adore
Permission Level
Huggies
Forum
• Engagement
Huggies
Reading
Group
Advocate Love
What’s the ROI?
• Affinity Fan Like
• Loyalty
Customer Desire
Interact
Visitor
Aware
Prospect
Suspect Relationship Knowledge & Value
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44. How should we
use Digital?
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45. User
generated
content
Unlock the power of permission h"p://epicook.com.au/

46. Dr
Joanna
McMilan
Adore
Ambassador
Epicook
Permission Level
User
generated
content
Social
media
placorm
45%
site
conversion
Love
Advocate
No direct link to sale
39%
repeat
site
usage
Head
chefs,
restaurateurs,
bloggers
and
food
criYcs
• EngagementFan Like
What’sCustomer ROI?
• Affinity the Desire
Benchmarking
survey
Increased
purchase
from
19%
to
26%
YOY
• Loyalty
Interact
Visitor Club
Ingham
&
Today’s
Turkey
targeted
newsle"ers
Highest
OR
of
52%
&
CTR
of
17%
(triple
the
industry
average)
Aware
Prospect
Receive
permission
from
over
100,000
Australian
grocery
buyers
Food
&
wine
fesYvals,
affiliate
markeYng,
in-­‐store
demonstraYons
Suspect Relationship Knowledge & Value
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47. Adore
Ambassador
Permission Level
Love
Advocate
Like
Fan
Desire
Customer
Interact
Visitor
Aware
Prospect
Suspect Relationship Knowledge & Value
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48. § Think about measurement – Why and what?
§ Work through your process – trigger points
§ Define metrics – avoid perfection
§ Measure permission
§ Channel choice
§ Set yourself goals – make them achievable
§ Measure whatever you can
§ Test new opportunities
§ Continuously review
§ Ask Permission
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49. Unlock the power of permission

50. Questions about: Ask Permission
§ How to leverage Social § www.permission.com.au
Media in an ROI positive § Jeremy Glass
manner
§ jeremy.glass@permission.com.au
§ Measure the value in my
customer database § 02-8024 5402
§ Get into digital? § @permission_syd
§ Measure permission
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