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?

1. How Analytics Can Give You the REAL ROI of Your
Online Marketing
Lars Lofgren
Marketing Analyst - September 2012 info@kissmetrics.com - Confidential - Do not distribute

2. @larslofgren #KISSwebinar

3. We’ll cover...
1 How to find the ROI of your marketing
2 Q&A
3 Demo Time!

4. HONESTY
Time

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 unanswered
1 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.com
2 Organic keyword

19. This creates distortions in tracking the lifecycle
1 The top of your funnel is undervalued
2 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 TO
Slice 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?

36. Q&A Time!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren