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3. We’ll cover...1 How to find the ROI of your marketing2 Q&A3 Demo Time! 4. HONESTYTime 5. Most of us have no idea what the ROI is 6. ROI isn’t easy to measure with most tools 7. Critical questions we leave unanswered1 Where do my best customers come from?2 Where do I find more of them? 8. For answers, we need to understand the lifecycle 9. Every customer goes through steps 10. The Customer Lifecycle 1 Unaware 2 Interested 3 First-time Customers 4 Regular Customers 5 Passionate Customers 11. Why does ROI matter? We don’t have a business until we’re in control of growth. 12. WEB ANALYTICS ROI 13. All traffic report from Google Analytics 14. How does Google Analytics assign credit? Credit goes to the most recent traffic source (except for direct). 15. Let’s say Susan comes to your site 16. She discovers you via a Facebook post 17. Next time, she uses an organic search 18. Who gets the credit for each purchase?1 Facebook.com2 Organic keyword 19. This creates distortions in tracking the lifecycle1 The top of your funnel is undervalued2 The bottom of your funnel is overvalued 20. Web analytics can’t track people over time Customer data gets split up between multiple traffic sources. 21. The rest of the lifecycle is forgotten 22. CUSTOMER ANALYTICS ROI 23. What is customer analytics? All your data gets connected to individuals so you can track the lifecycle. 24. You’ll have data on individuals 25. A revenue report that includes repeat purchases 26. Why do we use the first referrer? Easy to see which marketing contributes to the most long-term growth. It puts us in control. 27. OTHER WAYS TOSlice and Dice 28. Can also use last referrer (and define dates) 29. ROI of keywords 30. ROI of campaigns 31. ROI of split tests 32. ROI of product categories 33. ROI of whatever you want 34. You’ll (finally) be able to answer these questions:1 Is my Facebook marketing worth it?2 Should I keep paying that SEO consultant?3 Where can I find my best customers? 35. Where do we find customer analytics?
Citation preview
How Analytics Can Give You the REAL ROI of Your Online Marketing
Lars LofgrenMarketing Analyst - September 2012 [email protected] - Confidential - Do not distribute
@larslofgren #KISSwebinar
We’ll cover...
How to find the ROI of your marketing1
Q&A2
Demo Time!3
HONESTYTime
Most of us have no idea what the ROI is
ROI isn’t easy to measure with most tools
Where do my best customers come from?1
Where do I find more of them?2
Critical questions we leave unanswered
For answers, we need to understand the lifecycle
Every customer goes through steps
The Customer Lifecycle
Unaware1
Interested2
First-time Customers3
Regular Customers4
Passionate Customers5
Why does ROI matter?
We don’t have a business until we’re in control of growth.
WEB ANALYTICSROI
All traffic report from Google Analytics
How does Google Analytics assign credit?
Credit goes to the most recent traffic source (except for direct).
Let’s say Susan comes to your site
She discovers you via a Facebook post
Next time, she uses an organic search
Facebook.com1
Organic keyword2
Who gets the credit for each purchase?
The top of your funnel is undervalued1
The bottom of your funnel is overvalued2
This creates distortions in tracking the lifecycle
Customer data gets split up between multiple traffic sources.
Web analytics can’t track people over time
The rest of the lifecycle is forgotten
CUSTOMER ANALYTICSROI
All your data gets connected to individuals so you can track the
lifecycle.
What is customer analytics?
You’ll have data on individuals
A revenue report that includes repeat purchases
Why do we use the first referrer?
Easy to see which marketing contributes to the most long-term
growth. It puts us in control.
OTHER WAYS TOSlice and Dice
Can also use last referrer (and define dates)
ROI of keywords
ROI of campaigns
ROI of split tests
ROI of product categories
ROI of whatever you want
Is my Facebook marketing worth it?1
Should I keep paying that SEO consultant?2
Where can I find my best customers?3
You’ll (finally) be able to answer these questions:
Where do we find customer analytics?
