Download - Measure your ROI via Google Analytics

MEASURE YOUR ROI VIA GOOGLE ANALYTICS

3 BUSINESS MODEL CASES

Digital Marketing First – 17th October 2013

UNIVERSEM: UNIVERSE OF SEARCH ENGINE MARKETING

• Digital Marketing Agency

• Founded in 2010

• A team of 8 people

• References: RTL, Carrefour, UNICEF

B B

MEASURE/TRACKING

“ I know half my advertising isn't working, I just

don't know which half. ” William Lever

(1851-1925)

Before …

B B

MEASURE/TRACKING

Today …

Each click can be measured almost every mouse move!

Link spendings with revenues

And take action based on those information!

B B

DIGITAL MARKETING

Nobody is interested in simple visits

Start by setting goals!

Measure and optimize

ROI on the Long-term is the key

Attract visitors

Convert

Measure Optimize

Repeat business

MEASURE/TRACKING

Facebook Ads LinkedIn Ads B

Segment your visitors and calculate ROI

Identify the most profitable segments

+15% +5%

- 12% +20%

-10%

+40%

10,000 impressions

+30%

B B

MEASURE THE ROI

TRAFFIC SOURCES REVENUES ANALYSIS

Social Media

SEO

B B

IMPACT ON THE BOTTOM LINE !

Define website goals that we measure and configure

Contact Quote request Subscription to newsletter E-commerce transaction ...

Set the value for each of these goals!

B B

MEASURE THE ROI

• Value of a goal completion?

• Maximum cost per visit?

3 business model cases

All data given afterwards are taken as example

and do not correspond to the real values

B B

LEAD GENERATION: SOPRA BANKING SOFTWARE

B B


Total value of customers = 500,000€ * 30% = 150,000€

50,000 Visits 500 Contact forms sent 10 Customers

Value per customer:

150,000/10 = 15,000€

Value per contact form sent:

150,000/500 = 300€

Value per visit: 150,000/50,000 =

3€

1% 2%

B Facebook Ads LinkedIn Ads B

Configure the value of a goal completion Measure the ROI Discover most valuable traffic sources

Optimize the allocation of your marketing budgets Measure Return On Investments


B

E-COMMERCE CASE: MEDIA MARKT


B

E-COMMERCE CASE: MEDIA MARKT


• Average order size: 50€

• Margin on each order: 30%

15 € margin per order

• Online Conversion rate: 3%

• How much can you pay per visit ?

50*0,3*0,03 = Maximum 0,45 €

ROI

B

SAAS BUSINESS CASE: MAILJET




Visits

Freemium users

Active users

Paying customers

Recurring customers

10%

50%

30%

70%

1000

100

50

15

10,5

The Conversion Funnel



Defining your maximum CPA, parameters:

Monthly Recurring Revenues (MRR): 50€

Gross margin: 75%

Churn rate: 3%



Lifetime value = MRR * Gross margin * 1

Churn rate

1

3%

Lifetime value = 50€ * 75% * = 1250€

We can pay up to 1250€ per new customer

TOOLBOX UNIVERSEM


http://toolbox.universem.be/

C:/Users/Sarah/Desktop/Universem - CPA Toolbox.htm

C:/Users/Sarah/Desktop/Universem - CPA Toolbox.htm

WEB ANALYTICS IN 3 STEPS


CONCLUSIONS


Determine the value of visitor’s actions

Measure and calculate your ROI depending on your business model

Invest where the ROI is the most profitable

CONTEST

Facebook Ads LinkedIn Ads

B

Contact Leave your business card in the box on our stand E23 and….

Win an Analytics Audit* !

*Worth: 800€

ANY QUESTIONS?

Facebook Ads LinkedIn Ads

B

Contact Sébastien François

Co-Founder & Digital Marketing consultant

+32 (0) 81 713 430

[email protected]

http://www.universem.be/DMF-2013.pdf