Measuring ValueDigital Marketers Meetup - April 23rd, 2014

Ridho Putradi SGara

Founder and CEO of InboundID (http://www.inboundid.com)

Founder and CEO of PartnerIklan (http://www.partneriklan.com)

Founder and Principle of Class.im (http://www.class.im)

Ex Vizury, Wego, Gopher, LaSalle College International, Bubu

Marketers, 24/7

@idowebid

ido@inboundid.com

http://www.inboundid.com

+6281843546

Lets share, bring that questions out!

The Traditional 3-Step Mental ModelZero Moment Of Truth (ZMOT)

. back in the 70s

Story Telling, The Digital World

http://www.youtube.com/watch?v=OnXijAxiy8g

"We are living in the world where we have unlimited amount ofoutlets to do what we want to do in our time Gary Vaynerchuck

Measuring values, not fat numbers

Even the smallest marketing things we digitally do are measurable!

Digital DataHuge Volume &Cheap

Are You Measurable?

HITS How Idiot Track Success

Digital Data Sources

+InternalExternal

The Measurement Pyramid

Goals

Key KPIs

User Indicators

Progress to achievements

Secondary goals and indicators

Data that improve process

GoalIncrease leads by 10% and lower cost per acquisition by 20%

Key KPIs

User Indicators

Unique VisitorsPage Views

Social MetricsKeywords

Conversion ratesEmail responses

Cost per leads by channel

Key Metrics:# of Leads / % of increase

Cost Effectiveness

Defining Your Goals

1st Question To Ask

Who is My Website For? (Remember the personas?)

Have you identified your

buyer personas?

David

Background- Digitalpreneurs- Manage his own digital agency for the last 4 years- Frequent flyer- In relationship

Demographics- Male- 30 45- Income: 80 M Rp 100 M Rp

Goals- Looking for partners and vendors for his client service

Etc ..

Imagine Car Wash?

What Do I Want Them To Do On Your Digital Assets?

Learn, Listen and Leverage

Behavior Flow

User Behavior

The Consumer Journey

Listen

Social MetricsTraffic from social media think about conversion

Brand mention

Product interest

Engagement

Reach

Bonus3 Be of Social Media Marketing

Be Human!

Be Valuable

Be Local

Leverage

Goals Visualization

INDONESIAS #1 BANK

CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT

KPIs:

Branded search traffics

Target:

10 K / month

KPIs:

Product Sales

Target:

100 Aplications

KPIs:

Visitor Loyalty

Target:

30%

You Cant Measure What It Is You Do Not Value Brian Solis

Goals Visualization

INDONESIAS #1 BANK

CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT

KPIs:

Branded search traffics

Target:

10 K / month

IDR 1000 per UV brand traffics

KPIs:

Subscribe to newsletter

Target:

100 subscriber

IDR 5000 per subscriber

KPIs:

Page Per Visit

Target:

4

IDR 500 per page visited

Cost Per Conversion by Channel

ChannelCPC / CPV / CPM

Sessions Cost CVR ConversionCost Per Conversion

Google AdWords

500 6500 3250000 1.20% 78 41667

SEO 850 11500 9775000 3.15% 362.25 26984

YouTube 300 3400 1020000 0.50% 17 60000

Simple ROI by Channel

ChannelCPC / CPV / CPM

Sessions Cost CVR ConversionCost Per Conversion

Revenue * ROI

Google AdWords

500 6500 3250000 1.20% 78 41667 7800000 140%

SEO 850 11500 9775000 3.15% 362.25 26984 36225000 271%

YouTube 300 3400 1020000 0.50% 17 60000 1700000 67%

Revenue per conversion IDR 100,000

Content Experiments

Conversion Rate Optimization

A/B Testing

Conversion Rate Optimization

Multi Vitiate Testing

Conversion Rate Optimization

Behavioral Testing

Awareness Familiarity Likeability Consideration Action Ownership

Opinion forming Research & Short list Action Inquiries Increase Usages

Get Attention Connect Inspire Persuade Convert Retain

Maximize Quality

Optimize Functionalit

y

OptimiseContent

Maximize SalesOptimise

Conversion RatesMaximize Usage

Competitive Data

Usability test

Quality Research

Drop-out analysis

Surveys

Media

Drop-out analysis

CRM Data

Click Stream

Unique Visitors

Site Engagement

Content Engagement

Conversion Rates Repeat Orders

Funnel

Behavior

Strategy

Objective

Data Source

KPI

Funnel Visualization

Digital: The devil is in the details

AttributionMulti-channel attribution modeling

Last Interaction

Youre Fired!

Last Non Direct Interaction

Youre Fired!

First Interaction

Youre Fired!

Linear

Time Decay

Position Based

Real Live Conversion Path

Attribution Madness

Attribution Madness

Custom Attribution

Sample of Attributions

Display Search Direct Social Paid Search

Conversions

Sample of Attributions

Display Search Direct Social Paid Search

Order Value (Margin) = IDR

50000

Cost per acquisition (all channel combined) = 35000

Experiment

Measure

Apply

Bonus: Integrating Your On-Ground and Online Marketing

Start Measuring! Stop Assuming!

Thank youLets brainstorm