Dealing with ROI Rage by Tying KPIs to Marketing Strategy and Tactics
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The document discusses strategies for measuring the ROI of marketing tactics and content, including: 1. Calculating the value of visitors, leads, and customers using metrics like conversion rates and customer lifetime value. 2. Measuring how user behaviors on a website like time on site correlate with conversion rates to determine the value of tactics that influence certain behaviors. 3. Closing the loop between online and offline data to directly attribute the impact of specific tactics on goals like lead generation or revenue.
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Dealing with ROI Rage by Tying KPIs to Marketing Strategy and Tactics
- 1. Ian Lurie CEO Portent, Inc @portentint DEALING WITH ROI RAGE Tying KPIs to Marketing Strategy and Tactics Speaker Photo (2.5” Square)
- 12. @PORTENTINT IT’S YOUR RELATIONSHIP W/ YOUR INNER SELF
- 13. @PORTENTINT we might want to do some content promotion and retargeting…
- 14. @PORTENTINT ok, but what’s the ROI?
- 18. @PORTENTINT oy
- 21. @PORTENTINT
- 28. @PORTENTINT CAPYBARA THERAPY, INC. and how did that make you feel?
- 36. @PORTENTINT THEFORMULA c = customer value s = lead to sale conversion rate i = visitor to lead conversion rate lead value = c * s visitor value = c * s * i
- 37. @PORTENTINT VALUECUSTOMERS Revenue: $200,000 20,000 unique visitors 200 leads 20 customers c = $10,000 c = customer value s = lead to sale conversion rate i = visitor to lead conversion rate @PORTENTINT
- 38. @PORTENTINT VALUELEADS c = $10,000 s = 10% i = 1% lead value = c * s = $1,000 c = customer value s = lead to sale conversion rate i = visitor to lead conversion rate
- 39. @PORTENTINT VALUEVISITORS c = $10,000 s = 10% i = 1% lead value = c * s = $1,000 visitor value = c * s * i = $10 c = customer value s = lead to sale conversion rate i = visitor to lead conversion rate
- 40. @PORTENTINT ‘TRUE’VISITORVALUE margin = 20% visitor = $2 c = customer value s = lead to sale conversion rate i = visitor to lead conversion rate @PORTENTINT
- 42. @PORTENTINT HBRCAMPAIGN $50,000 budget c = $10,000 s = 10% i = 1% @PORTENTINT
- 43. @PORTENTINT HBRCAMPAIGN $50,000 budget 250,000 impressions c = $10,000 s = 10% i = 1% @PORTENTINT
- 44. @PORTENTINT HBRCAMPAIGN $50,000 budget 250,000 impressions 4% clickthru c = $10,000 s = 10% i = 1% @PORTENTINT
- 45. @PORTENTINT HBRCAMPAIGN $50,000 budget 250,000 impressions 4% clickthru 10,000 visitors c = $10,000 s = 10% i = 1% @PORTENTINT
- 46. @PORTENTINT HBRCAMPAIGN $50,000 budget 250,000 impressions 4% clickthru 10,000 visitors $100,000 * 20% margin c = $10,000 s = 10% i = 1%
- 47. @PORTENTINT HBRCAMPAIGN $50,000 budget 250,000 impressions 4% clickthru 10,000 visitors $100,000 * 20% margin $20,000 c = $10,000 s = 10% i = 1%
- 52. @PORTENTINT PROGRAMMATICCAMPAIGN $10,000 250,000 impressions 4% clickthru 10,000 visitors @PORTENTINT
- 53. @PORTENTINT PROGRAMMATICCAMPAIGN $10,000 250,000 impressions 4% clickthru 10,000 visitors $100,000 * 20% margin @PORTENTINT
- 54. @PORTENTINT PROGRAMMATICCAMPAIGN $10,000 250,000 impressions 4% clickthru 10,000 visitors $100,000 * 20% margin $20,000 @PORTENTINT
- 61. @PORTENTINT social content retarget ppc lead CONTENTISRARELYTHE‘LASTCLICK’ Most stakeholders believe the last click
- 63. @PORTENTINT
- 65. @PORTENTINT social content retarget ppc lead CONTENTTRIGGERSBEHAVIORS Visitor sees value
- 66. @PORTENTINT social content retarget ppc lead CONTENTSTARTSTHEPROCESS Retargeting gently reminds them
- 67. @PORTENTINT social content retarget ppc lead CONTENTSTARTSTHEPROCESS They remember when they search
- 68. @PORTENTINT social content retarget ppc lead CONTENTSTARTSTHEPROCESS Poof. They’re a lead.
- 69. @PORTENTINT HOW DO WE VALUE THAT?
- 72. @PORTENTINT Import this report: http://portent.co/pi-behavior
- 73. @PORTENTINT REPORT IS FOR GA, BUT YOU CAN DO THE SAME ON OTHER PLATFORMS
- 74. @PORTENTINT Average visitor converts 2.29% LOOKATTIMEONSITE
- 75. @PORTENTINT 25s+ are 3x more likely to convert LOOKATTIMEONSITE
- 76. @PORTENTINT LET’S GET MORE OF THOSE, SHALL WE?
- 77. @PORTENTINT Average visitor converts 5.68% worth $2, remember HOWABOUTSEGMENTS?
- 78. @PORTENTINT Marketing nerds 30% more likely to convert
- 81. @PORTENTINT do you realize what this means?!!!
- 82. @PORTENTINT we can connect behavior to conversions!
- 83. @PORTENTINT not just clicks and views. behavior!!!!
- 84. @PORTENTINT if content changes behavior, and we can measure behavior value…
- 86. @PORTENTINT 25s+ are 3x more likely to convert BACKTOTHIS
- 88. @PORTENTINT hang on. this is just correlation.
- 89. @PORTENTINT MAYBE. IT’S ONE HECK OF A HINT, THOUGH.
- 90. @PORTENTINT IF OUR CONTENT CAN ATTRACT MORE 25s + VISITS
- 91. @PORTENTINT THEN IT’S ADDING VALUE
- 96. @PORTENTINT Assume average = $2
- 97. @PORTENTINT 3x more likely, so worth $6
- 100. @PORTENTINT CONTENT BUDGET: $20,000 MARKETING BUDGET: $20,000 3,000 leads/year increase >25s visits 10% 300 more leads 300 * $1,000 = $300,000 growth CONTENTCAMPAIGN @PORTENTINT
- 101. @PORTENTINT CONTENTCAMPAIGN @PORTENTINT it’s only an assist. You can’t attribute it all!
- 108. @PORTENTINT
- 110. @PORTENTINT 100%CLOSED-LOOPANALYTICS CRMSITE ANALYTICS COOKIE SENT TO… COOKIE PASSED BACK TO… GOAL
- 112. @PORTENTINT Match up with HubSpot lead
- 116. @PORTENTINT HOLY #@)($* ARE YOU @!*$$! KIDDING ME?!!!
- 120. @PORTENTINT BUT…
- 126. @PORTENTINT “WHY?”
- 131. @PORTENTINT ANDSOON
- 133. @PORTENTINT CONTENT BUDGET: $20,000 MARKETING BUDGET: $20,000 CONTENTCAMPAIGN @PORTENTINT
- 139. @PORTENTINT TARGETED SOCIAL CAMPAIGN $500 3 million visitors/year 3,000 leads/year increase marketing nerd audience 10% 30 more marketing nerds 2 more leads = $2,000 growth @PORTENTINT