Digital Investment Roadmap Webinar

interactive technology solutions

Understand and drive value from digital investments

It should be.

IS YOUR DIGITAL INVESTMENT PAYING OFF?


Speakers

Introduction

Mike Matteo, SVP & General Manager

Bridgeline Digital» 212.201.5629» [email protected]

Brian Bolton, SVP of Marketing

Bridgeline Digital» 781.497.3013» [email protected]» Twitter.com/Bridgeline» Facebook.com/BridgelineDigital


Developer of the award-winning iAPPS Web Engagement Management Platform and Interactive Technology Solutions

We’re passionate about helping organizations drive digital Marketing and Operational success

» Over 600 happy customers – their repeat business makes up over 60% of our annual revenues» In 2012 – Deloitte recognizes Bridgeline Digital as one of the Fastest 500 growing

companies in North America» iAPPS enjoys a 99% retention rate

Expanding Market Presence

» Over 220 dedicated employees across and expanding geographic presence

Who is Bridgeline Digital


How We Build Customer Success

We develop solutions that help our customers achieve their key initiatives by leveraging web technologies

interactive technology solutions5

Hundreds of Customers Rely on Bridgeline & iAPPS


Where should you spend your ad dollars?

The ability to measure gives digital an edge


Traditional vs. Digital Investment

The landscape of marketing spend is shifting rapidly


Your Spend is Going Digital – Ready or Not

Source: The 2012 BRITE/NYAMA Marketing in Transition Study by Columbia Business School

Digital is being embraced by marketers at a rate that surpasses most traditional channels


A. Brand Awareness studies

B. Overall company results (growth)

C. Specific ROI

D. % Marketing Spend against Revenue

E. None of the Above

F. All of the Above

How do you evaluate your companies marketing investment?

Poll Question


It’s an Entirely New Vocabulary for CFOs

BIG DATA

Sometimes reading reports on marketing campaigns makes you feel likeyou need a translator….or at least a phrasebook!


Site Behavior• Customer or prospect• New or return visitor• Visit pattern / content accessed• Products viewed• Purchases made• Search history• Campaign activity

Timing• Day of week• Time of day• Last visit• How often

Referrer Data• Referring site• Direct traffic• Organic search• Pay Per Click• Campaign

Environment• IP address• Country• Operating system• Browser type• Screen resolution

Big Data

What do you know about your site visitors? The more you know, the more targeted the campaign increasing likelihood for conversion.


Roadmap to RODI

Return on Digital Investment can be reached by following a proven path


Make sure there are defined objectives• eg., Customer Acquisition

Set Specific Goals• eg., Lead Generation, Traffic Expansion, Improved

Engagement

Value Each Goal

If you don’t understand what you’re trying to achieve, you’ll neverreach your objective

Define Success


Understand Channels and Measurements

The number of marketing channels has grown increasingly fragmented in the age of digital


Attract – visitors with strong campaigns in specific channels

Engage – with strong, alluring design, and targeted messaging/content

Convert – with strong calls-to-action

Assess – The funnel is never finished.

Message – visitors and continue to build their profile

Digital ROI Funnel

To drive your digital ROI, be sure your web funnel is converting consistently.


Understand Channels and Measurements

Different channels require different measures


Put an Analytical Framework in place

Select right tools to guide your Digital Investment• Integrated Analytics, CRM, Marketing Automation

Make sure your tools are aligned with your goals• Lead Generation, Traffic Expansion, Improved

Engagement

Drive top down adoption• Standardize across the enterprise• Implement a reward system, align with goals

What gets measured gets done; What gets measured and fed back gets done well; What gets rewarded gets repeated


A. Yes

B. No

C. I am not sure

Does your company use an integrated solution for measuring digital effectiveness?

Poll Question


Interpret Results and Take Action


Interpret Results


Interpret Results

IAPPS ANALYTICS SCREEN SHOT SERIES


Case Study: Large Appliance Manufacturer

ObjectiveIncrease online sales

Goals• Increase organic search traffic• Optimize Pay-Per-Click Spending• Improve on site engagement & conversion• Engage potential customers with targeted

emails

Analytics• Organic search up more than 50%• Unique keywords traffic up by 90%• Overall site visits up by 113%• Pageviews up by 11%• Bounce rates down by 6%

Results Conversion rate

(% of visitors that purchased)

increased by more than 30%. ROI in excess of 1000%

Digital Investment Roadmap Webinar

Technology

Transcript of Digital Investment Roadmap Webinar