This document discusses various examples of measuring digital return on investment (ROI) from case studies. Less obvious examples of digital ROI include using search data to determine optimal product naming, content keywords, and demand forecasting. More subtle ROI measures include analyzing search terms to segment user types and determine the success of marketing messages. The conclusion questions whether high-profile marketing campaigns for brands like Oreo and GoDaddy actually drove sales.

1. Digital Marketing ROI
Case Studies and Discussion
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou

2. Obvious Examples
of Digital ROI
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3. Online Sales
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Which styles are being
searched for
What users spend time
viewing on site
What users are buying

4. Online Bookingswww.mandarinoriental.com
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5. Customer InsightsNetflix leveraged their Facebook fan base (1.6M) to do continuous customer research
by asking questions and posting useful content.
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6. Innovation
Starbucks leveraged the community to source and prioritize ideas.
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7. Earned MediaJetBlue leveraged their Twitter following to launch new products (e.g. 2009 All-You-Can-Jet-Pass)
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8. Cost Reduction
De-duplicating competitive ad spend with partner
“motor oil”
“installing motor oil”
“what is motor oil”
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9. Less Obvious Examples
of Digital ROI
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10. Selecting Optimal Words
Which synonym to write into website content
“baby bedding” is the way more users
search; 16x more than “infant bedding”
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11. Users are seeking coupons, side effects, dosage information
Determining Interest
Related search reveals what people are looking for
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12. footlongs
Measuring Success
godaddy
Users saw ad, remembered, and took action (did a search)
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13. Marketing PerformanceDetect if target users are searching for product by name
Tapentadol
Nucynta
Source: Google Trends
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14. swine flu
h1n1
swine flu drove 1st peak
h1n1 drove 2nd peak
Purell demand and
search volume lifted
Study Cause and Effect
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15. Demand Planning
chocolate covered strawberries
chocolate covered cherries
Source; http://go-digital.net/blog/2011/12/search-as-research-using-search-for-continuous-consumer-insights/
When search volume spikes indicates when demand spikes.
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16. Physician Nurse Patient
“orexin
receptor
agonist”
“dosage” “sleep
drug”
“how to
administer”
What words they search for indicates who they are.
User Self-Segmentation
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17. American Express Case
Determining optimal messaging via click data
“business
networking”
“professional
networking”
“networking”
“computer
networking”
“social
networking”
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18. Act of Loyalty
Check-in at restaurant is implied endorsement
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19. Was There Digital
ROI ?
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20. Oreo
“Dunk in the Dark Tweet”
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50 million social conversations; but did it drive sales?

21. GoDaddy
“Perfect Match”
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A lot of online buzz; but did the negativity harm the brand?

22. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on shifting their
marketing mix among traditional
and digital tactics, and unifying
them to work together optimally.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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Articles: http://www.clickz.com/author/1151/augustine-fou
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