Closing the Gap on ROI Measurement
Measuring engagement and attributing credit are now "must-have" capabilities. This session will provide actionable insights and methodologies into defining what to measure, how to measure, how to calculate value from online engagement and how to build a compelling ROI business case.
* Steve Latham, President, Spur Interactive (@stevelatham)
Closing the Gap on ROI Measurement - Spur Interactive, Steve Interactive
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5. Marketing Conversation #1 How is our online advertising working? Great Boss! Wonderful! How do the results look? CTRs are up and CPC is falling. Length and depth of engagement are increasing and conversion rates are improving! We’re also nominated for a Webby! What the *#^@*! are you talking about?
6. Marketing Conversation #2 How is our online advertising working? Great Boss! Wonderful! How do the results look? We’re generating $7 in sales for every $1 spent while increasing our brand awareness by 75%. Can you handle a bigger budget?
20. Step 3: Attribution Influenced Visits Attribution #1: demonstrate advertising’s impact on site traffic – regardless of source. Impact of Advertising
21. Step 3: Attributing Actions and CPA Attribution #2: Recast Actions by Source* *Actions = Visits, Conversions, etc. Attributes partial credit for “assists” or ads that preceded visits or actions Attribution #3: Recast Cost Per Action* *Recalculates CPA based on Recast actions by channel
27. Step 5: Indexing Performance Understand the Context of your environment – use Google Trends as a proxy for Demand. Show RELATIVE performance by indexing your results vs. Google Trends