Your marketing is only as good as you measure. With Real Impact, our measurement dashboard, we show you exactly how and by what extent your marketing campaigns have impacted your business – everything from revenue generated to users retained.

1. Quantifying the Impact of Marketing Campaigns on
your Business
With
Hiral Jasani, Product Marketing Manager at CleverTap
Anand Prasad, Product Manager at CleverTap
RETAIN YOUR USERS FOR LIFE

2. Customer Lifecycle Management Platform that helps consumer brands
deliver delightful customer experiences.
We enable this at scale, in real-time and with precision by providing a
unique combination of:
1. A unified user data platform
2. Actionable insights and segmentation
3. Timely, personalized omni-channel engagement

3. Ecommerce & more
Telco & Finance Media &
Entertainment
Travel & Ticketing

4. Unifies Customer Data
Across Your Business
Purpose Built to Solve
Martech & Growth
Challenges
Assures Long Term
Brand Loyalty &
Conversions
Aligns Goal Based
Marketing KPIs to
Business Impact
Seamlessly Handles
Growth & Scale
Builds a Sustained Competitive
Advantage with Industry First
Features
Why CleverTap?

5. $2 Billion
Combined Revenue Delivered$20 Million
Campaigns Sent Per Month
1 Billion
Devices Reached
8,000+
Customers Globally
Proven Performance & Scale
CleverTap Architecture solves for a variety of use cases without any assumption of domain

6. Agenda
• Challenges in marketing measurement
• Leveraging Control Groups to track campaign performance
• What is Real Impact? Why it matters?
• Metrics you can bring to the CMO’s table
• Tracking user transitions across different lifecycle stages
• Q&A

7. Let’s Get Started!

8. The Role of Marketing in Growth
• Marketing is no longer a cost center – it is a
revenue center
• Increasing number of CMOs responsible for
revenue and growth metrics
• Digital budgets are increasing but measurement
remains a challenge
Source: Marketo

9. Challenges in Measuring Marketing Efforts
• Lack of Ability to Measure Revenue
Impact of Marketing
50% B2B marketing executives find it challenging to attribute
marketing efforts directly to revenue (Forrester)
Only 21% marketers successfully measure ROI (CMI)

10. Challenges in Measuring Marketing Efforts
• Lack of Ability to Measure
Accurately
<25% of respondents said they were
confident in calculating ROI across
their digital and traditional media mix

11. Assessing the Long-term Impact of your Marketing Campaigns
• Short-term campaign metrics like CTR, app
downloads, traffic etc. vs. long-term metrics like
conversion, retention, customer lifetime value
• Impact of the campaign itself on a particular customer
behavior
• Analyzing customer actions once they received the
campaign
• Measure uplift over a quarter, six months or even a
year
Vanity Metrics Actionable Metrics
Marketing Spend Return on Marketing Spend
Number of Leads Cost per Lead
Number of Social Media
Followers
Social Media Referrals

12. Common Questions
1.How do I know if my
campaigns have contributed
to my business?
How do I benchmark the
performance of my
campaigns?
How do I calculate my
marketing ROI?
How do I view users’
movement across various
lifecycle stages?
How do I calculate segment
wise revenue across any
period?

13. How did we build it?
Connect marketing results
with business performance
Introduce performance
benchmarking against a control
group
Bring in revenue generation by
campaigns in context
of segments
Allow users to view inflow and outflow of users
via various lifecycle stages
Score users on their recency &
frequency of visit on the app.

14. Using Control Groups to Track Marketing Performance
A control group is a randomly selected
set of users in your customer database
that do not receive the campaign.
Compare the results with a neutral
audience that did not get influenced by
your campaign to measure the
effectiveness of your marketing
campaigns.

15. Analyzing boost and how to use it
Boost is the measure that shows the impact
of a campaign on a key performance indicator
• Some campaigns may decrease engagement
and conversions
• Boost percentage helps you make the decision
to invest on campaigns that actually work.
• Using a control group to measure boost is the
best way to measure the impact.

16. Example case
Segment: Users who viewed a product in the past 30 days
View boost for campaigns that were sent in Jan 2019
Control group (5% users) Target Group (95% users)
Conversion (charged): 3% Conversion (charged): 9%
BOOST IN CONVERSION: 150%

17. What is Real Impact?
1. Consolidated Reporting
Dashboard
2. Long-term View of Campaigns
3. Business Metrics Driven

18. METRIC: Sticky Quotient (DAU/MAU)
Real Impact on Sticky Quotient shows how often
your audience engages with your product after
receiving your campaign over a given duration.

19. METRIC: Conversion
This metric tells you what percent of target group
users converted on your product as compared to
the conversion rate of control group users.

20. METRIC: Retention
This metric indicates how many users come back to your
product to perform a set of actions based on your campaign
efforts over a given period.
For example, what percentage of users that make a
purchase come back for a repeat purchase in the last 30
days?

21. METRIC: Revenue Per User
Select an event and its corresponding revenue property to
identify the revenue per user for a target group over a
period of time. For example, what is the average
revenue per user for the event ‘Charged’ with revenue
event property ‘Amount’.

22. METRIC: Recency/Frequency with RFM
This Real Impact metric gives the boost
in health score of the target group based
on recency, frequency and monetary
parameters.
For example, what is the RFM health
score for all users that launched an app
and made a purchase in the last 30
days?

23. METRIC: User Transitions with RFM
Track the number of users that transitioned from one segment to
another in a given time.

24. Measure Campaign Success (and Side Effects!)
Connect user behavior with
campaign performance
Identify exactly how users react to a campaign message or creative
E.g. How many users uninstalled my app after the campaign?
How many users opted out of push notifications after the campaign?
Measure Real Impact on a
segment of users
Find campaign performance for your most valuable user segments
E.g. How did my loyal users react to the holiday campaigns?
What did the uplift in revenue for my new users in the last quarter?
Eliminate the guesswork
on marketing KPIs
Easily benchmark the performance of your campaigns
E.g. How did my campaign affect user retention this quarter as
compared to the same quarter last year?

25. Questions?

26. Thank You!
clevertap.com/live-product-demo/