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# Why You Should Have Paid Attention in Math

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Understanding online marketing numbers and data tracking

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### Why You Should Have Paid Attention in Math

1. 1. Why You Should Have Paid Attention in MathUnderstanding Online Marketing Numbers and Data TrackingSFU Summer 2011 Book Immersion July 22, 2011Twitter @boxcarmarketing
2. 2. Not everything that counts can be measured.Not everything that can be measured counts.Albert Einstein Monique Trottier @BoxcarMarketing
3. 3. There are 2 things we like to measure: Things that lead to sales Sales Monique Trottier @BoxcarMarketing
4. 4. Sales Monique Trottier @BoxcarMarketing
5. 5. What is a Conversion Rate• Number of visitors who perform a desired action / Number of visitors to a page• Desired action: buy a product, complete a form, etc.• If there are 100 visitors to a particular web page and 5 people buy a book, then the conversation rate is 5%• (5/100) * 100 = 5%• Abandonment Rate is calculated in the same way, but it’s the number of people who do not complete a task divided by the total number of visitors
6. 6. Sales
7. 7. Setting Up Goals • Admin Access • URL Destination Monique Trottier @BoxcarMarketing
8. 8. Things that lead to sales Twitter Followers Customer Feedback RTs Facebook Fans Email OpensWebsite Visitors Press Mentions Sales Monique Trottier @BoxcarMarketing
9. 9. Did we make money means what is the ROI?• Return on Investment• Did I make more money than I spent?• Actually a tricky question: (Gross Proﬁt - Marketing Investment) Marketing Investment• Gross Proﬁt = Gross Revenue - Cost of Goods Sold <OR> Gross Proﬁt = Gross Revenue * Proﬁt Margin (% of revenue that is actually proﬁt)• Invest \$3,000 on marketing campaign and generate \$30,000 gross revenue (1,000 copies sold at \$30), if proﬁt margin is 10%, then Gross Proﬁt is \$30,000 * 10% = \$3,000 (\$3,000 - \$3,000) / \$3,000 = 0%
10. 10. Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (proﬁle data), Fan/Follower Email Opens, Click-throughs,Retention Repeat visits Press Mention, RT, Referral Refers 1+visitors to the site; Refers 1+ visitors who activate Sales Monique Trottier @BoxcarMarketing
11. 11. What is Click Through Rate?• CTR = Number of clicks on an ad / number of times the ad is shown• Applies to ads, buttons, banners, etc.• If banner ad is delivered 100 times (100 impressions) and receives 1 click, then the CTR = 1%
12. 12. If you don’t know where you’re going, any road willget you there.Misquote from Alice in Wonderland Monique Trottier @BoxcarMarketing
13. 13. A simple Contest • Reach a new audience or reinforce our connection to an existing audience Goal Lifecycle Action Reaction Metrics @ / RT / Comment Response Visitors Acquire Subscriptions Reach a new Listen Visit to the site Activate (email/RSS) audience Introduce Subscribe Fan/Follower Retain Return Account sign-up Return Visits @ / RT / Comment Response Repeat visits Reinforce our Retain Talk Email opens Visit the site connection to Referral Pitch CTR / Goal Funnel Act Mentionsexisting audience Revenue Thank Refer Referrals Referrals who convert
14. 14. Google Analytics: Annotations Monique Trottier @BoxcarMarketing
15. 15. Google Analytics: Title- or Author-Speciﬁc Searches
16. 16. Google Analytics: Audience Segments
17. 17. A simple campaign to increase Online Sales• Use Twitter or Facebook to inform prospects about special promotions.• Exclusive, limited-customer/limited time offers. Goal Metrics Increase monthly sales monthly sales attributable directly to SMM Segment & Funnel: new customersIncrease % value from new customers attributable directly to campaign Increase conversions from Segment & Funnel: monthly revenue Twitter trafﬁc generated from customers from Twitter Repeat customers from that group Retain X% of new customers Unsubscribe rates
18. 18. Cost per Lead > Cost per Conversion• Cost per Lead = How much do I need to pay in order to get a visitor to my site who will take one of those micro actions that lead to a sale• Cost per Conversion = What does it cost me to acquire a customer? Total cost of a campaign / Number of Conversions
19. 19. Social Media Measurements Content Platform Ratio of Posts to X Peak Conversion Resonance Opens Day Email Opens CTR Time of Day Unsubscribes RTs Day Twitter RTs @ Time of Day Recos Like Day Facebook Interactions Share Time of Day Comment Monique Trottier @BoxcarMarketing
20. 20. Things that lead to salesAcquisition Website Visitors, time on site Number of pageviews, repeat visits,Activation subscription (email, blog), account sign-up (proﬁle data), Fan/Follower Email Opens, Click-throughs,Retention Repeat visits Press Mention, RT, Referral Refers 1+visitors to the site; Refers 1+ visitors who activate Sales Monique Trottier @BoxcarMarketing
21. 21. \$\$\$ \$\$\$Investment Financial Impact Marketing Customer Non-ﬁnancial Actions Reactions Impact Monique Trottier @BoxcarMarketing