WEBINAR

INCREASE ROI BY DIGITALLY TRANSFORMINGYOUR MARKETING

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WHO IS PERFICIENT?

PERFICIENT OVERVIEW

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*2016 projection

$500+ Million in Revenue*

1997 Founded

PRFT Listed on NASDAQ

90% Repeat Business Rate

Employees2800+

N. America Locations23

Global US, EU, China + India

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With unparalleled information technology, management consulting, and creative

capabilities, Perficient and its Perficient Digital agency deliver vision, execution, and

value with outstanding digital experience, business optimization, and industry solutions.

ABOUT PERFICIENT

LEADING DIGITAL TRANSFORMATION

Major market locations:

• Allentown

• Atlanta

• Ann Arbor

• Boston

• Charlotte

• Chattanooga

• Chicago

• Cincinnati

• Columbus

• Dallas

• Denver

• Detroit

• Fairfax

• Houston

• Indianapolis

• Lafayette

With dedicated Perficient Digital agency expertise in Ann Arbor, Atlanta, Irvine,

Milwaukee, and St. Louis.

• Milwaukee

• Minneapolis

• New York City

• Northern California

• Oxford (UK)

• Southern California

• St. Louis

• Toronto

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SPEAKER INTRODUCTIONS

JOHN LATHAMDIRECTOR, CUSTOMER EXPERIENCEPERFICIENT

John leads strategy, sales enablement, talent development, and delivery for Perficient’s Customer Experience

Practice. He focuses on client, partner and employee engagement and growth, and he is passionate about

opportunities to improve lives and help businesses succeed at the intersection of data, technology and CX.

NATE BAUERSENIOR DIGITAL MARKETING STRATEGIST PERFICIENT DIGITAL

Nate leads strategic planning, roadmapping and execution for the Digital Marketing Strategy team. His focus is on

acting as the initiator for client interaction with the digital marketing practice, the instigator for helping clients

develop business and marketing goals that fulfill targeted KPIs, and the implementer of coordinated, cross-channel

delivery and measurement.

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AGENDA⟩ Backdrop: Impetus for Change

⟩ Digital Transformation Strategy

⟩ Digital Transformation Execution

DIGITAL TRANSFORMATION

WHAT IS DIGITAL TRANSFORMATION?

The realignment of, or new investment in,

technology and business models to more

effectively engage digital customers at every

point in the customer experience lifecycle.

— Altimeter

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DIGITAL TRANSFORMATION

WHY TRANSFORM?

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HISTORY/BACKDROP

• Customer is in charge of the journey

• CMO is a relatively new kid on the block

• Emergence of marketing technologies

• Change in customer expectations

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MODERN CMO FOCUS + CHALLENGES

CHALLENGES:

• Organizational, Digital Immaturity

• Customer Experience

• Data

• Traditional Marketing v. Digital Marketing

FOCUS:

• Vision Alignment

• People/Process/Technology

• Organizational Effectiveness

• Growth

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OKAY, BUT HOW?

Use customer insight to evolve digital assets and capabilities

Encourage customer empathy among teams

DIGITAL TRANSFORMATION

CHANGING FROM THE OUTSIDE IN

Transformation is a process that requires a holistic approach within your culture, processes, and technology… based on your customer.

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UNDERSTAND THE CUSTOMER• Customer Experience, Journey Map

• Qualitative & Quantitative Research

• Digital Opportunities & Gaps

DATA-DRIVEN APPROACH TOIMPROVING THE CUSTOMEREXPERIENCE

QUANTITATIVE QUALITATIVE

User Recordings Heatmaps + Funnel Tracking Surveys + Polls

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Desktop

HOW ARE YOUR CUSTOMERS ENGAGING WITH YOUR BRAND?

TabletMobileApps

(iOS + Android)

PLOTTING MOBILE MOMENTS FOR A STARBUCKS CUSTOMER

FORRESTER RESEARCH

-10 MINUTES OUTSIDE A STARBUCKS STANDING IN LINEAT THE REGISTER

+10 MINUTES

Locate nearest café

Get directions

Check card balance

Reload card

Check for reward options

Browse message center

Download “Pick of the Week”

Redeem rewards

Scan to pay

Watch latest colored star filling the reward cup

Send eGift to friend

Add a tip

LOCATE NEAREST CAFE DOWNLOAD “PICK OF THE WEEK” SCAN TO PAY

Whom are we serving?A commuter

What is the context?Looking for a convenient café close to

their current location

What is the motivation and goal?To satisfy their caffeine and snack needs

as quickly as possible

Whom are we serving?A commuter

What is the context?Looking for a convenient café close to

their current location

What is the motivation and goal?To satisfy their caffeine and snack

needs as quickly as possible

Whom are we serving?A commuter

What is the context?Looking for a convenient café close to

their current location

What is the motivation and goal?To satisfy their caffeine and snack

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Organizational Alignment

Research, Discovery, Analysis

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VISION & INSIGHTS

STRATEGY

Customer Experience

Key Initiatives, Capabilities, Technologies

Measurement

ROADMAP

Effort & Impact

Resources & Timing

VISION & INSIGHTS, STRATEGY + ROADMAP

Define your business goals and KPIs for a cohesive strategy. Then create tactical initiatives to get you there.

MEET YOUR GOALS. GROW YOUR BUSINESS.

BUILD BRAND INCREASE ENGAGEMENT BUILD LOYALTY

GOALIncrease Social Mentions

KPISocial Shares / Target: 100 Shares/Month

TACTICSAdd This Order Email

FB Ads w/ Landing Page

TOOLS

Google Analytics • FB Reports • Brandwatch

GOALIncrease Checkout Conversion

KPINew Visitor Conversion % • Target: 15%

TACTICS

CRO Testing on Checkout Page • UX Surveys

TOOLSOptimizely • Google Analytics

GOALCreate Brand Ambassadors

KPISite Promotion Shares via Social

Target 150 Shares/Month

TACTICS

Incentive Coupon • Repeat Order Incentive

TOOLSBrandwatch • Google Analytics

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• Iterative planning and delivery for measurable results.

• Comprehensive strategic approach to deliver incremental, consistent lift across all digital marketing services.

• Road map for internal and external alignment, budget planning, and timeline for execution.

DIGITAL MARKETINGSTRATEGY ITERATIVEWORKFLOW

AnalyticsAssessmentDeliverable

IdentityStakeholders

Discovery

RefineGoals/KPIs

DISCOVERY OUTCOMES

InitialQuestionnaireSent to Client

AnalyticsAssessment

AnalyticsAssessmentDeliverable

INITIAL PREP

ClientComplete

Questionnaire

RefineGoals/KPIs

EstablishBenchmarks &Measurement

Standards

Data Validation

StrategicPlanning

TacticalInitiatives

Roadmap &Recommendations

Internal Team

Meeting

Align AllService to

CurrentRoadmap

Develop Team

Strategy

Internal Roadmap for

Delivery

Delivery Management

MonthlyAnalytics

Dashboard

MonthlyExecutive

Insights

MonthlyClient

Meeting

Quarterly Review/

RoadmapPlanning

DISCOVER PLAN DELIVER MEASURE

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BUSINESS ALIGNMENT

ENGAGE RETAINACQUIRE

SEO

DISPLAY

EMAIL

PPC

AFFILIATE

SOCIAL

USER EXPERIENCE

ANALYTICS

CONVERSION

CREATIVE DESIGN

CONTENT

MOBILE

SOCIAL

EMAIL

MOBILE

CONTENT MARKETING

REMARKETING ADS

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• Better Search Traffic

• Drive Quality Traffic with ROAS

• Generate More Leads

• Increase Website Sales

• Improve Revenue from Email

• Retargeting and Remarketing

• Quality Content Generation

• Personalized User Experience

• Maximize ROI for Each Channel

• Easy-to-Understand Reporting

CROSS-CHANNEL DELIVERY

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MEASUREMENT DOESN'T COME AT THE END

Define Goals + Measurement Requirements

Develop + Execute a Digital Tracking

Strategy

Monitor + Analyze Results

Generate Actionable Insights to Inform

Digital Strategy

Collaborate Across Teams to Implement

Optimizations

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EXECUTIVE DASHBOARDS

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CHANNEL-SPECIFIC REPORTING

Over the last two years, Company Inc. has typically seen a 4% month-over-month traffic increase from January to February. However, this year it saw a 10% MOM increase. Not only did February’s organic sessions significantly outperform previous years, it also set a record for the most traffic in a single month, beating October 2015 by 782 sessions. Compared to last year, Company Inc. drove 28% more traffic (+123K) and 77% more traffic (+247K) than 2014.

Based on previous trends, we expect organic growth to steadily increase until June. We’ve consistently seen a massive uptick in organic traffic ever since October 2014. This is an indirect result of our organic campaign optimizations.

Year-over-year increases, however, show 27% more revenue than last year (+97K) and that revenue has more than doubled with a 139% increase (+265K) from 2014. Pages that improved the most in YOY revenue was the Company Inc. homepage (+$18K), the Company Inc. & Improvement page ($11K), the Six Company Inc. page ($5K), and the Company Inc. About page ($6K).

Trends from previous years show us that revenue should dramatically decrease from January to February, which rang true again this year. In the next two months, revenue will ramp up for the second peak month of the year, April. We expect revenue to continue to outpace last year in the coming months and likely break the record for most organic revenue over April 2015 ($782K), this year.

YOY Organic Traffic & Trends YOY Organic Revenue & Trends

ORGANIC: YOY DATA

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QUALITATIVE CONVERSION DATA

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OUR WORK

CATEGORYPRODUCT DISPLAY PAGE

CHECKOUT

+46% YOY Conversion Rate Increase

+68% Revenue Per User Increase

We were commissioned to conduct a conversion audit and perform conversion testing aimed to improve eCommerce revenue for an online ceiling fan and lighting retailer. More than 20 tests ran across 2014 to 2016. This data-driven growth plan helped our client get ready for an upgrade to a newer version of its enterprise eCommerce platform. All website changes were tested to mitigate loss, resulting in a 68% increase in revenue.

ATTRIBUTION MODELING

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What is your acquisition cost per channel, per persona?

HOW MUCH DOES YOUR CUSTOMER REALLY COST?

HOW TO GET THERERegular audit and calculation of the following is essential to

determining ROI for marketing budget:

1. Customer Lifetime Value

2. Customer Acquisition Cost

• Acquisition Cost Per Channel

• Acquisition Cost Per Persona

AVERAGE ORDER VALUE (AOV)

Total Revenue for Period $10,000

/ Total # of Transactions for Period $100

Average Order Value $100

AVERAGE GROSS MARGIN PER ORDER

AOV $100

- Average Cost Per Order $50

Average Gross Margin Per Order $50

RETENTION RATE (RR)

# of Customers at End of Period $220

- # of New Customers Acquired During Period $70

/ # of Customers at Start of Period 200

Retention Rate 75%

AVERAGE CUSTOMER LIFESPAN (IN MONTHS)

1/(1-RR)/12 = 0.33

CUSTOMER LIFETIME VALUE

Average Monthly Transaction Per Customer 2.00

x Average Order Value $100

x Average Gross Margin Per Order $50

x Average Customer Lifespan (in months) 0.33

Customer Lifetime Value $3,333.33

THE VALUE OF EACH OF YOUR PERSONAS

CUSTOMER LIFETIME VALUEUnderstanding and calculating the CLV is the first step in determining how much it costs to acquire a new customer.

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CUSTOMER ACQUISITION COST DETERMINE THE COST TO ACQUIRE A PAYING CUSTOMER

BASIC MODEL(CAC = MCC/CA)

Total Marketing Campaign Costs $5,000

/ Total Customers Acquired (during time period) 100

Cost of Acquisition $50

CORRECT MODEL(CAC = MCC+W+T+PS+O/CA)

Total Marketing Campaign Costs $5,000

+ Wages Associated with Marketing and Sales $250

+ Tools Used to Market and Sell $100

+ Services Used in Marketing and Sales $100

+ Other Overhead $100

/ Total Customer Acquired 100

Cost of Acquisition $55.50

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GOAL FULFILLMENTREALIZING ROI FROM DIGITAL TRANSFORMATION

Q+A

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WHAT’S NEXT?

CONNECT WITH US

@PRFTDIGITAL

Facebook.com/PerficientDigital

Blogs.Perficient.com/PerficientDigital

PerficientDigital.com

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