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Similar to Midtown Inc. - Analytics Presentation
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Midtown Inc. - Analytics Presentation
- 1. Midtown Inc. Analytics Presentation Steve DeAngelis Client Strategy and Business Operations
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- 8. Pain Point • Which marketing communication channels are most effective for your business? 8
- 9. How Big is the Problem? • Direct Mail - $500 to reach 500 consumers • Sales Calls - $10k to reach 500 consumers • Online Ads - $1000 to reach 2000 consumers • Your Time & Money (many years & $100k!) 9
- 10. Solution • Marketing analytics exist to help bring you answers 10
- 12. Solution 12
- 13. Solution 13
- 14. Solution 14
- 15. Topics Paid Marketing Drivers • Online • SEO – Onsite (Search Engine Optimization) • PPC (Pay Per Click) • Social Networks (Referral traffic) • Traditional • Print • PR • Referral Programs 15
- 16. Topics Capturing Conversions Online and In-Store • Website • Google Analytics • In-Store • Point of Sale • Call Tracking 16
- 17. Topics Gathering Insights • ROI Tracking • Surveying 17
- 18. Paid Marketing Drivers Paid Marketing Drivers • Online • SEO (Search Engine Optimization) • PPC (Pay Per Click) • Social Networks (Referral traffic) • Traditional • Print • PR • Referral Programs 18
- 19. Search Engine Optimization • What is search engine optimization? 19
- 20. Search Engine Optimization • Metrics that matter: • Keyword rankings • Keywords that refer traffic • Average cost per click • Number of conversions • Click to call • Purchase • Sign-ups 20
- 21. PPC (Pay Per Click) Ads • What are pay per click ads? 21
- 22. PPC Analytics • Metrics that matter: • Clicks to your site • Rate at which users click • Average cost per click • Number of conversions • Click to call • Purchase • Sign-ups 22
- 23. Social Networks • What are social networks? 23
- 24. Social Media • Metrics that matter: • Network reach • Network engagement • Number of conversions • Click to call • Purchase • Sign-ups 24
- 25. Paid Marketing Drivers Paid Marketing Drivers • Online • SEO (Search Engine Optimization) • PPC (Pay Per Click) • Social Networks (Referral traffic) • Traditional • Print • PR • Referral Programs 25
- 26. Print Marketing • What is print marketing? 26
- 27. Print Marketing 27 • Metrics that matter: • Reach • Offers redeemed • Redemption rate • Ad codes
- 28. Paid Marketing Drivers Paid Marketing Drivers • Online • SEO (Search Engine Optimization) • PPC (Pay Per Click) • Social Networks (Referral traffic) • Traditional • Print • PR • Referral Programs 28
- 29. Public Relations • What is public relations? 29
- 30. Public Relations • Metrics that matter: • Reach • Print pieces handed out • Referral program invitations handed out or sent • Redemption rate • Referrals redeemed • Offers redeemed 30
- 31. Paid Marketing Drivers Paid Marketing Drivers • Online • SEO (Search Engine Optimization) • PPC (Pay Per Click) • Social Networks (Referral traffic) • Traditional • Print • PR • Referral Programs 31
- 32. Referral Programs • What is a referral program? • Customers are incentivized to become referrers of new customers. • Referrers receive the gift or credit after a new customer redeems and makes a payment • While monetary incentives are most often used, if you choose to use a gift incentive for your business, be creative, choose something that is memorable 32
- 33. Referral Programs • Metrics that matter: • Referral program invitations handed out or sent • Referrals redeemed • Redemption rate 33
- 34. ROI Tracking • When data is collected, businesses are able to conduct analytical analysis and gain insight • Encourages further testing and refinement of marketing channels and offers 34
- 35. ROI Tracking • At this point you know the metrics to measure success of each marketing channel and the associated costs 35 JanuaryFebruaryMarch April May June July August September October Store Front -$ -$ -$ -$ -$ -$ -$ -$ Referral Program 400$ 400$ 400$ 400$ 400$ 400$ 400$ 400$ Postcards 3,500$ 3,500$ 3,500$ 3,500$ 3,500$ 3,500$ 3,500$ 3,500$ Pay Per Click 2,500$ 2,500$ 2,500$ 2,500$ 2,500$ 2,500$ 2,500$ Val Pak 450$ 450$ 450$ 450$ 450$ 450$ Max Value 350$ 350$ -$ -$ -$ -$ Newspaper Flyer 750$ 750$ 750$ 750$ 1$ -$ -$ -$ Billboard 850$ 850$ 850$ -$ Total Costs 4,650$ 7,150$ 7,950$ 8,800$ 7,701$ 7,700$ 6,850$ 6,850$ Strategy&Tracking Implemented
- 36. ROI Tracking • However, your still missing something... 36
- 37. Topics Capturing Conversions Online and In-Store • Website • Google Analytics • In-Store • Point of Sale • Call Tracking 37
- 38. Google Analytics • Goal tracking • 3 things to review • Geo • Referral • Device 38
- 39. Google Analytics • Defining your conversions 39
- 40. Google Analytics 1. Audience – Geo: Location 2. Acquisition - Referrals 3. Audience - Devices 3 Things to Review 40
- 41. Google Analytics 1. Why is it important to know where your visitors are? 41
- 42. Google Analytics 2. Why is it important to know how your visitors found your website? 42
- 43. Google Analytics 3. Why is it important to know on what device your visitors reached your website? 43
- 44. Google Analytics Importance of device awareness 44
- 45. Topics Capturing Conversions Online and In-Store • Website • Google Analytics • In-Store • Point of Sale • Call Tracking 45
- 46. Point Of Sale Tracking • In Store • Capture Data • Point of Sale 46 Customer Data Date Purchase Amount Referral Source ZIPcode 11/1/2014 54 PR 48098 11/2/2014 62 AD 48654 11/3/2014 39 Web 48329 Customers Perception Business Reality
- 47. Point Of Sale • When customers come to the store to shop or make a purchase, data needs to be collected. • Example variables which should be collected: • ZIP code • Purchase Price • Ad type/offer referenced as stimulus • Date • When possible leverage your point of sale system to collect and store information 47
- 48. Topics Capturing Conversions Online and In-Store • Website • Google Analytics • In-Store • Point of Sale • Call Tracking 48
- 49. Call Tracking Numbers • Service Providers • Using in Channels • Web • Ads 49
- 50. Call Tracking Numbers Service Providers 50
- 51. Call Tracking Numbers • Assigning call tracking numbers to the different marketing pieces allows for easy tracking of effectiveness to generate potential customers 51
- 52. Topics Gathering Insights • ROI Tracking • Surveying 52
- 53. ROI Tracking • Now after collecting the data from each marketing channel, you are able to measure the impact. 53 JanuaryFebruaryMarch April May June July August September October Store Front 2 3 1 - - 4 2 Referral Program 2 12 6 6 12 23 8 11 Postcards 6 2 8 10 9 7 14 16 Pay Per Click 5 2 5 9 9 3 12 Val Pak 4 3 - 5 7 19$ Max Value 2 3 - - - - Newspaper Flyer 8 5 7 3 5 - - - Billboard - - 1 1 Total Transactions 18 27 29 31 35 45 36 52Strategy&Tracking Implemented Jan Feb March April May June July August September October Store Front 242$ 1,390$ 441$ Referral Program 400$ 900$ 1,922$ 1,497$ 15,654$ 12,716$ 4,405$ 1,996$ Postcards 1,188$ 304$ 5,524$ 8,036$ 4,987$ 749$ 11,078$ 17,544$ Pay Per Click 1,671$ 5,277$ 920$ 4,303$ 2,600$ 1,900$ 2,700$ Val Pak 303$ 79$ 544$ 114$ 5,054$ Max Value 79$ 220$ Newspaper Flyer 6,000$ 3,078$ 4,455$ 8,038$ Billboard -$ 362$ -$ Total Revenue 7,830$ 7,343$ 17,560$ 18,790$ 24,944$ 16,971$ 17,938$ 27,294$ Strategy&Tracking Implemented Referring Transactions Referring Revenue
- 54. ROI Tracking • And more importantly the returns on your investments 54 JanuaryFebruaryMarch April May June July August September October Avg ROI Store Front Referral Program 100% 225% 481% 374% 3914% 3179% 1101% 499% 1234%#DIV/0! Postcards 34% 9% 158% 230% 142% 21% 317% 501% 176%#DIV/0! Pay Per Click 67% 211% 37% 172% 104% 76% 108% 111%#DIV/0! Val Pak 67% 18% 0% 121% 25% 1123% 226%#DIV/0! Max Value 23% 63% 43%#DIV/0! Newspaper Flyer 800% 410% 594% 1072% 719%#DIV/0! Billboard 0% 0% 43% 14% Return On Investment 168% 103% 221% 214% 324% 220% 262% 398% 239% Strategy&Tracking Implemented
- 55. Topics Gathering Insights • ROI Tracking • Surveying 55
- 56. Surveying • Capture From Customers about experience • Funnel Insights Back into Marketing 56
- 57. Surveying Capturing Info From Customers 57 • Sample based surveying • Website (Survey Monkey) • In-Person (Written) • Components: • How they found you • Were they satisfied • What they remember most • Would they recommend • Why
- 58. Surveying Funnel Insights Back into Marketing 58
- 59. Surveying Funnel Insights Back into Marketing 59 Components: • How they found you • Were they satisfied • What they remember most • Would they recommend • Why Further reason to justify the decisions to change marketing channels Optimize the transaction/purchase experience Use the feedback to make your marketing message more impactful Confirm the quality of experience Use the feedback to improve your referral program value
- 61. Thank You! Steve DeAngelis Client Strategy and Business Operations