This the presentation from Kim Kachadoorian, from of the Marketing Roundtable-Marketing Return on Investment program.

1. Groups
Focus
Downloads
White
Paper
Website
Twitter
B2B Blogs A/B Testing
Email Marketing Keywords
ROMI = Return on Marketing
Investment
Integrated AdWords
Metrics Direct Mail Social Media
Marketing
WordPress
Facebook
RSS Feeds Landing Pages
Conversion B2C
Text Marketing

2. Agenda
• Short Review of what is ROMI
• Vanity Metrics
• Our Panel Presentations
• Questions – those cards on your seats!

3. What is ROMI?
• Return on Marketing • Have a goal in mind
Investment – 20 % return (those that
• Costs (output) related to replied)
Benefit (return (financial/non- – 10% conversion (those that
bought (usually))
financial)
– Increase brand awareness
– Variety of metrics from
simple to complex
calculations • Short or long term?
• The “PURPOSE” behind your
campaign! • Social Media or Direct
– Why are you marketing “x”? Media?
– What do you want to
accomplish? • Not just Google Analytics!
– What is the magic number?

4. More ROMI Information
• Measurable in some format
– Qualitative (touchy feely) vs. Quantitative
(numeric)
• Aligned with your goals of your company and
marketing strategy
• Targeted – if possible highly targeted
– 1000 vs. 100 pieces of direct mail

5. Vanity Metrics
• Vanity metrics have a number
EXAMPLES associated with them but
• Twitter – increase current usually have no actionable
follow base by 200 followers relationship associated with
by end of month them
• Facebook - 100 new likes this • Feel good metrics
week
• 25 new downloads of our • Note bad but not real ROI
recent white paper
• Few exceptions are when
person must fill out form to
get something - but often do
not fill out form with real data

6. Our Panel
• Bud Gibson
• Jeff Ewald
• Eric Jacobson

7. Bud Gibson Ph.D.
• Bud Gibson created the search
marketing program at Eastern Michigan
University. He and his students have helped
over 100 small and medium organizations
develop effective online advertising
campaigns. Graduates of this program work in
well known advertising firms and businesses
such as Apple, Doner, and Pure Visibility.
• Prior to joining Eastern Michigan, Bud was a
professor at University of Michigan's Ross
School. He also has extensive professional
experience at Deloitte Consulting, Arthur D.
Little, and Catholic Relief Service. He has a
Ph.D. from Carnegie Mellon University, an
MBA from the Wharton School, and a BS from
Georgetown University. Bud speaks French
and Arabic. His career spans North
America, Europe, and Asia.

8. Jeff Ewald
• Founder and CEO of Optimization Group
- Founded 2001
• Based in Ann Arbor, Michigan
• Jeff’s career has been notable for his
efforts in making marketing measurably
effective
• His work has been published in many
journals and books
• Jeff’s professional career has included
General Mills, Campbell Soup and J.
Walter Thompson
• Has been an Adjunct Professor of
Marketing at Wayne State University’
Graduate School of Business

9. Eric Jacobson
• Chief Financial Officer, Amplifinity
• Eric joined Amplifinity in December of
2011. He currently manages the finances
of the company.
• Has served as the chief financial executive
of several venture-backed startups
including Translume, Janeeva, Discera and
Picometrix.
• Before becoming an entrepreneur, Eric
worked at the corporate headquarters of
Comcast in Philadelphia where he
managed finance and accounting for the
company’s high speed internet business in
its early stages.
• Eric is a graduate of Syracuse University
and earned an MBA in Finance from The
Wharton School at the University of
Pennsylvania.

10. Next Marketing Roundtable:
Creative Strategy in Action
June 12, 2012