Overwhelmed trying to figure out what social media measurement tools to use? Wondering how the heck you can prove the ROI of online media to your boss? This is a summary of a full-day course called "Metrics Madness", delivered by online marketing expert, Tema Frank. http://frankonlinemarketing.com/speaking-training
YIELD Marketing Control Center MCC is an intelligent web-based solution for consumer marketers to easily create, manage and track all of your mobile, online and social marketing campaigns on a single platform…giving you a 360 degree view of your customers thus deepening your one-to-one customer relationships
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions.
An investment-worthy internet marketing campaign includes a combination of traditional methods while strategically utilizing various digital methods including search engine marketing, social media marketing and content distribution. For more information on Biznet please visit: http://www.biznetis.net
Mindmatrix sales enablement software incorporates all the functions and metrics essential to your sales and marketing departments into a single software package, allowing for a seamless conversion of your initial contact into a long-term customer.
Put simply, there are many ways in which Mindmatrix outperforms other marketing and sales enablement tools. Here are some key features of the Mindmatrix sales enablement software.
YIELD Marketing Control Center MCC is an intelligent web-based solution for consumer marketers to easily create, manage and track all of your mobile, online and social marketing campaigns on a single platform…giving you a 360 degree view of your customers thus deepening your one-to-one customer relationships
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
Thank you to all who attended our Internet Marketing Seminar at Automation Alley on February 9th, 2010. We hope that you found value in our experience and discussions.
An investment-worthy internet marketing campaign includes a combination of traditional methods while strategically utilizing various digital methods including search engine marketing, social media marketing and content distribution. For more information on Biznet please visit: http://www.biznetis.net
Mindmatrix sales enablement software incorporates all the functions and metrics essential to your sales and marketing departments into a single software package, allowing for a seamless conversion of your initial contact into a long-term customer.
Put simply, there are many ways in which Mindmatrix outperforms other marketing and sales enablement tools. Here are some key features of the Mindmatrix sales enablement software.
Learn how to understand your audience's behavior by developing reports that will change the tactics on your website. Also learn about your website's conversion funnel to get practical and immediate information affecting your sales and ROI.
https://dmanc.org
Digital Advertising for Small Business September 2011Collin Condray
This is the presentation that I gave on September 23 , 2011 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
Digital Advertising for Small Business January 2012Collin Condray
This is the presentation that I gave on January 19, 2012 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Dennis Yu has spent over $100MM on Facebook since 2007. He’ll log-in live to 3 Facebook ad accounts and show exactly how to build and manage conversion conversions. 6 phase process. Will share guide.
Digital Marketing Skills Internet World 2011ifarooq
This is a presentation I did at Internet World in May 2011. Internet World is the leading Exhibition/Event in the UK for Digital Marketing Professionals and the focus of this presentation was to give insights into essential Digital Marketing skills to survive and succeed in the environment today. It is important to understand that Digital Marketing is not a bolt on - it must be central to all your activity.
NetCentered Marketing: Leveraging Your Website for ResultsElement Three
Learn how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Many affiliates have become big brands that stand alone in their own right. We will deconstruct these mega-brand affiliates and the data-driven metrics that make them successful.
This is the presentation for the Web and Social Media Analytics seminar I gave for the Small Business Technology and Development Center at the University of Arkansas on September 26, 2013. It covers Google Analytics and social media analytics on Facebook, Twitter, and Pinterest.
Digital Marketing Strategies to Drive Enrollment [BDI Educational Institution...Flightpath Inc
Flightpath partnered with Fairleigh Dickinson University on a multi-channel digital approach to drive overall student enrollments, build a prospect pool for future remarketing, increase enrollments of acceptees, and enhance student life & connections.
This case study, presented by Jon Fox of Flightpath and Jon Wexler of FDU, outlines insights on the overall strategy, platform selection, campaign execution and success measurement.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
Michael Vorel, CEO of Vastplanet.com on leading Ecommerce Trends, Online Merchants, Conversion Strategies and features high volume affiliate marketing sites. Presentation includes takeaway affiliate marketing strategies and industry trends.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
Turbo Charge Your Landing Pages with Best PracticesAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Landing page optimization can fuel your marketing ROI and ramp you bottom. Four experts in the field discuss approaches, available technologies, myths and best practices.
Qualitative Research in Conversion OptimizationAndra Baragan
This presentation is a brief introduction in qualitative research's applicability in conversion optimization.
It also contains two case studies where qualitative research has been used to improve conversion rates.
Here at MarketingExperiments, applying the scientific method to digital marketing campaigns is at the heart of what we do.
As digital marketing, A/B testing and optimization have become so important over the last 15 years that we’ve literally built the MECLABS Institute around them, a whole new language has sprung up around these idea, complete with its own unique buzzwords, acronyms, and industry shorthand.
As marketers, particularly those just starting to test, it can be exhausting just figuring out how to talk the talk.
To help you cut through the jargon and get straight to the heart of these terms, we at MarketingExperiments have created the Marketing and Online Testing Dictionary. This tool not only provides definitions of nearly two hundred marketing terms related A/B and multivariate testing, but also offers additional resources to help you learn more about many of the ideas and concepts presented herein.
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
Search marketing continues to grow in importance as an advertising channel for businesses of all kinds. Even during the past 12 months, as the Great Recession has taken its toll on other advertising channels – from display to TV, and most decidedly to print – search advertising has continued to grow. As the paid search advertising market has grown and matured, the cost of entry for new players has increased, and for those who have been doing search for some time, the cost of being successful and driving optimal results from paid search continues to go up. The sophistication of the market requires constant investment.
Advertisers have several choices as to how they choose to deal with building and maintaining their programs, each with different pros and cons:
• Hire a search agency – according to Forrester Research, approximately 52% of companies elect to leverage agencies to do their paid search work, with that percentage increasing as more money is spent
• Manage in-house – this is most common in retail and travel, as well as with small and mid-sized firms
• Build-Operate-Transfer (BOT) – a hybrid model by which advertisers begin with an agency, with the intention of managing risk until the program can be brought in-house in order to manage costs more effectively
The webcast will go through each model, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program.
Learn how to understand your audience's behavior by developing reports that will change the tactics on your website. Also learn about your website's conversion funnel to get practical and immediate information affecting your sales and ROI.
https://dmanc.org
Digital Advertising for Small Business September 2011Collin Condray
This is the presentation that I gave on September 23 , 2011 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
Digital Advertising for Small Business January 2012Collin Condray
This is the presentation that I gave on January 19, 2012 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Dennis Yu has spent over $100MM on Facebook since 2007. He’ll log-in live to 3 Facebook ad accounts and show exactly how to build and manage conversion conversions. 6 phase process. Will share guide.
Digital Marketing Skills Internet World 2011ifarooq
This is a presentation I did at Internet World in May 2011. Internet World is the leading Exhibition/Event in the UK for Digital Marketing Professionals and the focus of this presentation was to give insights into essential Digital Marketing skills to survive and succeed in the environment today. It is important to understand that Digital Marketing is not a bolt on - it must be central to all your activity.
NetCentered Marketing: Leveraging Your Website for ResultsElement Three
Learn how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated are specific action items for how you can enhance the effectiveness of your website.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Many affiliates have become big brands that stand alone in their own right. We will deconstruct these mega-brand affiliates and the data-driven metrics that make them successful.
This is the presentation for the Web and Social Media Analytics seminar I gave for the Small Business Technology and Development Center at the University of Arkansas on September 26, 2013. It covers Google Analytics and social media analytics on Facebook, Twitter, and Pinterest.
Digital Marketing Strategies to Drive Enrollment [BDI Educational Institution...Flightpath Inc
Flightpath partnered with Fairleigh Dickinson University on a multi-channel digital approach to drive overall student enrollments, build a prospect pool for future remarketing, increase enrollments of acceptees, and enhance student life & connections.
This case study, presented by Jon Fox of Flightpath and Jon Wexler of FDU, outlines insights on the overall strategy, platform selection, campaign execution and success measurement.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
Michael Vorel, CEO of Vastplanet.com on leading Ecommerce Trends, Online Merchants, Conversion Strategies and features high volume affiliate marketing sites. Presentation includes takeaway affiliate marketing strategies and industry trends.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
Turbo Charge Your Landing Pages with Best PracticesAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Landing page optimization can fuel your marketing ROI and ramp you bottom. Four experts in the field discuss approaches, available technologies, myths and best practices.
Qualitative Research in Conversion OptimizationAndra Baragan
This presentation is a brief introduction in qualitative research's applicability in conversion optimization.
It also contains two case studies where qualitative research has been used to improve conversion rates.
Here at MarketingExperiments, applying the scientific method to digital marketing campaigns is at the heart of what we do.
As digital marketing, A/B testing and optimization have become so important over the last 15 years that we’ve literally built the MECLABS Institute around them, a whole new language has sprung up around these idea, complete with its own unique buzzwords, acronyms, and industry shorthand.
As marketers, particularly those just starting to test, it can be exhausting just figuring out how to talk the talk.
To help you cut through the jargon and get straight to the heart of these terms, we at MarketingExperiments have created the Marketing and Online Testing Dictionary. This tool not only provides definitions of nearly two hundred marketing terms related A/B and multivariate testing, but also offers additional resources to help you learn more about many of the ideas and concepts presented herein.
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
Search marketing continues to grow in importance as an advertising channel for businesses of all kinds. Even during the past 12 months, as the Great Recession has taken its toll on other advertising channels – from display to TV, and most decidedly to print – search advertising has continued to grow. As the paid search advertising market has grown and matured, the cost of entry for new players has increased, and for those who have been doing search for some time, the cost of being successful and driving optimal results from paid search continues to go up. The sophistication of the market requires constant investment.
Advertisers have several choices as to how they choose to deal with building and maintaining their programs, each with different pros and cons:
• Hire a search agency – according to Forrester Research, approximately 52% of companies elect to leverage agencies to do their paid search work, with that percentage increasing as more money is spent
• Manage in-house – this is most common in retail and travel, as well as with small and mid-sized firms
• Build-Operate-Transfer (BOT) – a hybrid model by which advertisers begin with an agency, with the intention of managing risk until the program can be brought in-house in order to manage costs more effectively
The webcast will go through each model, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program.
Presentation by Christopher Doran, VP of Marketing for Manticore Technology give in Melbourne, Australia on 5 May 2010 on B2B buyer behavior and how it impacts marketers
Making Sense of Internet Marketing for Manufacturers for the 2010 CMBCSite-Seeker, Inc.
Making Sense of Internet Marketing for Manufacturers was given at the 2010 CONNSTEP Manufacturers and Business Conference. It outlines many different techniques to help manufacturers grow their business online through the use of SEO, SEM, Social Media, and Web Analytics.
Discussion on affiliate marketing affiliate perspectiveVeeraj Vashishtha
This is a PPT that was created to help new interns and new colleagues in the team to get training on digital marketing practices apart from Google and Facebook. Relates to Affiliate marketing, SSP, DSP, RTB, Programmatic buying and alliances.
Help drive business growth and long-term sustainability and infrastructure through:
Connecting the dots between product, sales, marketing, and technology
Defining a strategic product-market fit and go-to-market strategy
Strategic sales enablement
Deploy and maximize use of technology and marketing automation
Internet Marketing Academy Melbourne Presentation September 2009Lucio Ribeiro
You can view the Internet Marketing Academy's successful training session on Internet Marketing. The seminar is designed by business people for business people.
[Future of ABM Webinar Series] Mission 4: Customer-Powered ABM – How to Use A...Engagio
Customers offer the trusted information that buyers value most, and their business networks are rich with potential prospects. Don’t fail to call on your customer community in your ABM strategy, or you will miss the impact that advocates can bring. Join Influitive, G2 Crowd, and Engagio in this presentation to learn how leading B2B businesses strategically source, incorporate, and align customer voices in sales and throughout the ABM funnel to increase conversion rates and accelerate deals.
You'll discover how to:
— Leverage customer relationships throughout the buying process
— Weave customer references into your ABM strategy
— Change the way buying decisions are made with customer reviews
Check out our webinar series space flight program! This webinar is Mission 4 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future
Using Social Networking to Benefit Your Businessthunder::tech
This slide show on using "Social Networking to Benefit Your Business" was presented at the COSE Small Business Conference in October 2009.
This presentation shows how you can use social networks to improve your business goals.
Smash the Data Silos: Use Marketo to Create A Single Source Of Customer TruthGary DeAsi
As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.
Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth
-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.
-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.
-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.
Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist
Similar to Metrics Madness: Social & Digital Media Measurement & ROI (20)
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Set off and carry forward of losses and assessment of individuals.pptx
Metrics Madness: Social & Digital Media Measurement & ROI
1. Quote source: Content Marketing Institute: Field Guide to the Four Types of Content Marketing Metrics
2. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Agenda
Not everything that can be counted
counts, and not everything that counts can be
counted.
- attributed to Albert Einstein
1. Metrics Matter for Business Success
2. Goals Come First
3. Now Set Key Performance Indicators (KPIs)
4. Then Choose Online Marketing Tools
5. Ta-da! Show The ROI (Return on Investment)
3. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
4. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Is Social Media ROI a
Fraud?
More trackable
than traditional
advertising ROI
But still not
easy or 100%
certain
Photo credit: PhotoAtelier, on Flickr
5. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
It Ain’t Easy!
"Half the money I spend on
advertising is wasted; the trouble is
I don't know which half."
John Wanamaker
Must measure multiple touch points
From a multitude of data sources
Which activity (activities) should get
the "conversion credit“?
6. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Omnichannel Challenges
But it must be
done.
More being
accessed 1st or
only on mobile.
http://www.emarketer.com/Article/Mobile-Search-Reshapes-Path-Purchase/1010749#CL0W5dY6Om4dPCJi.99
“Matching up mobile, tablet and desktop activity so
that advertisers can establish best practices remains a
work in progress.”
7. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Metrics Matter – Why?
To deal with complexity
Learn about your audience
Where are they?
How do they behave?
What is measured happens
Helps with SEO & other
ongoing markeing
improvements
Photo by Bill Brooks, Flickr
8. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Goals Come First
9. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Takes a Team Effort
Good goals have input from:
CEO
Marketing
Sales
Customer Service
Operations
Finance
IT
10. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
What are your Business
Goals?
Brand Awareness
Customer Understanding
Raving fans
Leads
Customer service costs
Customer service response (time &
quality)
Customer satisfaction & retention
Increase sales/profits/donations
11. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
What does ROI mean to
you?
What are you hoping to achieve?
What are the cost savings & revenue
increases digital media might
achieve?
Could we achieve these goals without
online media? How? What would that
cost?
12. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Who’s Your Customer?
Photo credits: Man- Flickr – Tim Rodenberg; woman – Flickr – Sam Churchill; Family - TFrank
13. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Think about:
1. Acquisition
From where?
Earned, Owned, & Paid considered?
Priorities for each element? Spending?
2. Behavior
Steps in ideal buyer’s journey – micro-goals, influencers
Process to buy
Can we simplify?
3. Outcomes
What outcomes = value delivered to the business bottom-line?
A download? A phone call to your call center? A qualified online lead?
Signing up for email promotions? People buying your product / services ?
A 95% task completion rate? A 10 point lift in brand perception?
Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
14. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Set Key Performance
Indicators
What KPIs will measure progress
towards the goals you have set?
Is it realistic to think you can collect
the data?
Who needs to be involved? Get their
input before buying tools!
15. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Categories of Metrics
Consumption
Sharing & Engagement
Lead Generation
Sales
Profitability Social
Media
Offline
Our site
16. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Consumption metrics
What are visitors
consuming? (pages, videos,
podcasts, documents,
downloads, page views)
What are they reading
about us from other
sources?
What are they searching?
How do these
relate to
sales?
17. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Sharing & Engagement
Metrics
Likes, shares, tweets, +1s, pins
Sentiment analysis (still no great tools
for this)
Forwarding from e-mail
Inbound links (can get free from
ScreamingFrog, Google Webmaster
Tools, http://www.opensiteexplorer.org/ and other SEO
tools)
http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2
18. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More Social Media Metrics
Social Media Conversion rate
# of audience comments/post
Amplification rate
# retweets/post or shares/post
Applause rate
likes, faves, +1s
Share of voice
what % of mentions are yours
http://www.convinceandconvert.com/social-media-measurement/6-critically-undervalued-social-media-success-metrics/ GroupM study
19. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Lead Generation Metrics
Form completions
Downloads
Email subscriptions, opens & clicks
Blog subscriptions & comments
Conversion rates of people who did the
above vs those who didn’t
increasing over time?
Bounce rates
http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2
20. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Sales Metrics
Conversion rates
Impact on offline sales
Customer retention
Order frequency
Average order size/price
21. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Profitability Metrics
Cost/lead
Revenue/lead
Customer service costs (declining?)
# of sales per sales rep
Returns rate
Online ad campaign profitability
22. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
You Thought That Was Tough…
Now for the How
23. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Process
Now you have decided what to
measure, so how will you do it?
Determine IT and systems needs
Create implementation plan
Train & implement
Maintain, measure & refine
24. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Costs
Time (especially for social media!)
Tools
Learning curve/training
Social media advertising (increasingly
important)
25. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Tools
Tools for:
Data
Gathering
& Posting
Data
Analysis
Testing &
Refinement Lots of overlap
Photo by Tony Hall, Flickr
26. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
The Basics
What do you really need?
What budget range?
Timing
Extensibility
IT participation needed?
Likelihood of vendor survival
27. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Multi-Channel Challenges
55% of online retail activity
occurring through mobile devices(comScore)
How track behavior across multiple channels?
Many mobile devices and apps don’t even
support cookies
Facebook: 48% of Daily Active
Users and 49% of Ad Revenue
Come from Mobile
(http://socialmediatoday.com/socialbarrel/1883521/facebook-says-48-percent-daily-active-users-
and-49-percent-ad-revenue-come-mobi)
28. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Think Multi-platform
Google now has
cross-device analytics
Must have the User-ID
feature implemented
Only catches users
who are signed in to
Google
That may be
representative
enough of your
target markethttp://online-behavior.com/analytics/cross-device
29. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Types of attribution
Last click
First click
Even
Store (physical world) vs digital world
– who gets credit? How to share it?
30. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Data Gathering & Posting Tools
Photo by Alan, Flickr
31. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Data Gathering Tools
Google Analytics
Google Webmaster Tools (especially for
keywords, now that no longer in basic Analytics)
Competitive Research Tools
Social Sign-in
Lots of Social Listening Tools
32. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
What’s the Competition
Doing?
Find out what they are doing on:
Their own site
Social media of all types (including
YouTube)
Advertising
33. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Competitor research tools
Free at basic level:
Quantcast.com
Alexa.com
Compete.com
Google Trends
(See also “social listening tools”)
34. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Social Listening Tools
HootSuite – great for posting too
Tweetreach – reach, impressions, activities
Social Mention - Strength, Passion,
Sentiment and Reach (for comp analysis too)
Addictomatic – includes Bing & more
Bottlenose.com – fun to watch
Klout – influence score
& more…
35. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More free tools
Facebook Insights
[don’t just “boost post”; you want your
investment going to likely prospects]
Twitter Analytics
YouTube
Pinterest
Etc. … Almost all platforms have
analytics
36. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Handy Posting Tools
Bitly – link shortener
Buffer – for multi-platform posting
http://hashtagify.me/ – to find out
which to use
37. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Analysis Tools
Creative Commons photo of Sigmund Freud
38. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Enough to drive you crazy!!
Review of 50 tools at http://socialmediatoday.com/pamdyer/1458746/50-top-tools-
social-media-monitoring-analytics-and-management-2013
HubSpot – also a CRM tool
Domo.com - expensive
SproutSocial – free trial; after that,
$59/user/mo up to $1500)
Radian 6 – for big co’s (prices start at $12K/yr)
Mention.net, Sysomos, Viralheat -
For measuring social conversations
True Social Metrics (just for social media;
has free trial; will also analyze competitors)
39. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
More Tools
Simply Measured (has several free reports
to test out)
UberVu (no free trial)
SocialBakers (also has free data on top
brands & pages, by country) has a free trial of
competitive intelligence and social media
measurement – looks pretty easy to use (basic
is $120/month)
Quintly – nice layout; has free trial; good for
competitive analysis too
40. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Tools Will Change
Remember to match what they can do with
what you need to:
Measure the KPIs you selected, in order to:
Accomplish the goals you set
41. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Ask the Vendor
1. Difference between your tool and free tools?
2. How do you capture the data?
3. What is the Total Cost of Ownership?
4. What is in your free support? What is in paid?
5. Segmentation capabilities?
6. Export formats?
7. Data integration with other tools?
8. Two new features/tools/acquisitions on the
horizon?
9. Why did your last two clients you lost cancel?
Can we talk to them?
Source: Web Analytics 2.0 by Avinash Kaushik
42. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Google Analytics
Google Analytics Academy has great
free videos; watch & learn
1. Install Universal Analytics
2. Set Conversion Goals
3. Set Filters
Exclude yourselves
43. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Setting Goals in GA
4 types of goals:
Destination
Thank You or confirmation page
Funnel goals – where losing them?
Duration
Pages/Screens per visit
Event (e.g. viewed video)
Goal $ values helpful for ROI
https://analyticsacademy.withgoogle.com/course01/unit?unit=4&lesson=4
44. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Testing & Refinement
Photo by Sean MacEntee on Flickr
45. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Correlation vs
Causality
What else might
explain the
changes?
How do you
separate out the
effects?
Image from
http://www.thevisualeverything.com/2011/12
/problem-online-graphs-charts-correlation-
causation/
46. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
A/B Testing & More
Test many things! (But not all at once)
Test often!
Test hypotheses
Visual Website Optimizer (free)
Google Content Experiments (free)
47. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Return on Investment
ROI = Investment – Revenues
Investment
Investment includes:
Staff costs
Overhead that can be attributed to that
medium or effort
Outsourcing costs, e.g. design, hosting,
subscriptions, software, tools
48. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Essential Tools
Google Analytics
Hootsuite or equivalent
Buffer or equivalent
Bit.ly or equivalent
A/B Testing tool
49. Frank Online Marketing – Please contact for permission to copy or use tema(at)frankonlinemarketing.com
Future?
Better in-store tracking & linking with online
channels
Real-time data, sync’d across channels
Give shoppers incentive to let you access
their data (cell phone or face triggered) as
soon as they enter your store (or are even
near it)
E.g http://www.shopperception.com/ for in-store
shopper tracking (video)
http://online-behavior.com/analytics/attribution "Half the money I spend on advertising is wasted; the trouble is I don't know which half." John WanamakerOur ability to better understand the digital experience of customers requires that we measure multiple touch points with our digital assets and piece together information from a multitude of data sources. The customer experience can include any number of the following: visits to a site, paid search ads and organic search engine results, visits directed from other sites and marketing tactics such as display impressions, email marketing and social networking. It is because of this complex consumer experience that there are many ways to calculate advertising ROI and attribute "conversion credit".
http://www.slideshare.net/fullscreen/CMI/a-field-guide-to-the-four-types-of-content-marketing-metrics/2(if they share from your email or page, can get data for that; can’t if they simply share a link via their own email – or can you? Youd see how many clicked on that link)
http://www.convinceandconvert.com/social-media-measurement/6-critically-undervalued-social-media-success-metrics/ cited GroupM study
Quantcast.com - Only works well w huge sites (free edition); sometimes gives demographic breakdownAlexa.com – also gives some demographicsCompete.com (mainly US; free acct for 10/day),
Source: Web Analytics 2.0 by Avinash Kaushik
Nice list at http://petertrapasso.com/social-media-monitoring-tools-infographic/ (but is from 2013)