Languages
Pages
Legal
Is Your Company Losing Money on Twitter?
VGC Unlimited
Gangplank Avondale
6/7/2013
Paul Vazquez
How to Calculate ROI Using Online Marketing Analytics
Introductions
2 #gpSocialROI
1. Name
2. Who I Help
3. What I Help Them With
4. What I Hope to Learn Today
Introduction
3 #gpSocialROI
Introduction• Contact:
– [email protected]– Twitter: @pvazquez32
• Slides available afterward on Slideshare
4 #gpSocialROI
Agenda• Introduction• Background• The problem• How to calculate marketing ROI
– Measuring resource allocation– Segmenting by channel– Measuring conversion value
• Going further
5 #gpSocialROI
6 #gpSocialROI
Key Takeaway
MEASURE
Social ROI
Why Is This Important?• In the midst of two revolutions
• At their confluence: social analytics
7 #gpSocialROI
Social Media Data Analytics
The Problem
8 #gpSocialROI
Your Website
The Problem
9 #gpSocialROI
Your Website
Profit
The Problem
10 #gpSocialROI
Your Website
Profit
• Ecommerce
The Problem
11 #gpSocialROI
Your Website
Profit
• Ecommerce• Sign ups
The Problem
12 #gpSocialROI
Your Website
Profit
• Ecommerce• Sign ups• Lead generation
The Problem
13 #gpSocialROI
Your Website
Paid Advertising
Profit
The Problem
14 #gpSocialROI
Your Website
Paid Advertising
Social Media
Profit
The Problem
15 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing Profit
The Problem
16 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
The Problem
17 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
The Problem• Maximize profit• Deciding how to allocate resources to:
– Paid advertising– Social media– Email marketing– SEO– Etc.
• Subject to the constraints of finite:– Time– Money
18 #gpSocialROI
3 Measurements
19 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
20 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
21 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
22 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Resource Allocation
23 #gpSocialROI
• Track time– Toggl– Other tools
Resource Allocation
24 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money
Resource Allocation
25 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Resource Allocation
26 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
For each channel!
Resource Allocation
27 #gpSocialROI
• Track time– Toggl– Other tools
• Convert time to money• Track money spent
– Cost of materials– Cost of employees or consultants
Value of Time + Cost of Marketing = Investment
For each channel!
3 Measurements
28 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
29 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Analytics Tools
30 #gpSocialROI
Analytics Tools
31 #gpSocialROI
Channel Segmentation
32 #gpSocialROI
• Automatically tags:– Adwords– Search– Referral
Channel Segmentation
33 #gpSocialROI
• Automatically tags:– Adwords– Search– Referral
• Difficult to segment:– Social– Email
• Solution:– URL Builder
URL Builder
34 #gpSocialROI
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
URL Builder
35 #gpSocialROI
URL BuilderUnique
URL
Landing URL
Source
Medium
Name
Campaign Tracking
36 #gpSocialROI
Traffic Sources >> Sources >> Campaigns
3 Measurements
37 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
3 Measurements
38 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Conversion Tracking
39 #gpSocialROI
• Two main types of conversion tracking• Goals
– Destination– Events– Pages per visit– Visit duration
• Ecommerce
Goals info: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030
Ecommerce info:https://support.google.com/analytics/answer/1037249?hl=en&ref_topic=1037061
Conversion Tracking
40 #gpSocialROI
• View traffic source value:– Traffic Sources >> Overview >> [Traffic Source Option]– Click “Ecommerce” or “Goal Set”
3 Measurements
41 #gpSocialROI
Your Website
Paid Advertising
Social Media
Email Marketing
Etc…
Profit
Your
Your
Putting It All Together
42 #gpSocialROI
• Value from each traffic source = Return• Value of time + cost of marketing = Investment
ROI =Investment
Return
Now What?
43 #gpSocialROI
• Allocate resources based on ROI• Reap the rewards!
Going Deeper
44 #gpSocialROI
• Further Segmentation:• Social / Email
– Split test campaigns
• Paid advertising– Split by keyword, ad copy, ad title, targeting
• SEO– Identify the most valuable keywords and invest
45 #gpSocialROI
Key Takeaway
MEASURE
Social ROI
46
Questions?
#gpSocialROI
How did I do?
47
#gpSocialROI
#gpSocialROI
Top Related