maximise profits by defining your metrics at every step of your marketing
Post on 15-Apr-2017
379 Views
Preview:
TRANSCRIPT
Copyright @. Unspun Consulting Group
About Unspun Consulting Group
• Marke'ng Consul'ng Services • Products to scale & measure • Content Marke'ng • Digital Marke'ng • Public Rela'ons • Training
What we offer
We are a dynamic team of research & crea've heads comprised of marke'ng,
technology, data science, design, communica'on specialists and digital
media experts
We provide service to organiza'ons looking for a partner for their marke'ng and
communica'on requirements
At Unspun we leverage Technology & Drive ROI for every penny spent
We deliver on numbers
Copyright @. Unspun Consulting Group
Why Unspun ?
We strategize • What works for ‘XYZ’ may not work for ‘ABC’ and that every company is unique and needs a dedicated marke'ng strategy to allow them to shine
• We develop ini'a'ves, campaigns and ideas that reinforce your marke'ng requirements. By eleva'ng the marke'ng strategy through planned, measured, tac'cal execu'on, we become a part of your organiza'on
Our USP • We are India’s only research lead marke'ng company
• We are VC funded • We work as an extended Marke'ng Team with the Clients and become there strategic partners in providing them insights in both geographical as well as ver'cal expansions
Copyright @. Unspun Consulting Group
Our Products and Service
Act™ • ACT, Unspun's market discovery tool crawls across 250 live data sources, analyzing & recommending the perfect marke'ng channels for your business needs.
Engagema'k™ • Helps to increase social presence for a brand and increase social engagement
MyPR™ • MyPR.io, the world’s 1st PR automa'on pla\orm facilitates startups and SME's to drive a range of online PR ac'vi'es across geographies traversing numerous media channels.
Digital Leadership Ins'tute • Unspun’s training wing in partnership with CEE
According to Forrester Research, as much as of the buyers’ journey may be complete before they contact a salesperson. During that 'me, marke'ng is responsible for moving prospects down the purchase path.
90%
Copyright @. Unspun Consulting Group
Metrics and Analytics
Metrics : What you measure your marke'ng programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs).
Analy6cs : Using metrics to iden'fy trends and insights to inform decisions about your marke'ng efforts.
VS
Copyright @. Unspun Consulting Group
So what is Metrics Driven Marketing ? Ø Metrics Driven Marke'ng is the marke'ng process that
applies detailed metrics to every facet of marke6ng.
Ø The goal of Metrics Driven Marke'ng is to beder predict returns on marke6ng investments and thus drive superior overall marke'ng results.
Ø Metrics Driven Marke'ng ranges from very quan6fiable direct response marke6ng to more challenging measurement of brand awareness adver6sing.
Copyright @. Unspun Consulting Group
Online Channels Ch
anne
ls
Ads
Email Marke'ng
Content Marke'ng
SMS Campaigns
SEO
Social Media
Video
Copyright @. Unspun Consulting Group
Marketing Funnel and Strategy
Reach • Increase awareness • Brand building
Nurture • Improve lead quality • Drive lead to conversion
Top of the Funnel
Bodom the Funnel
Copyright @. Unspun Consulting Group
Top of the Funnel Metrics to Track Ch
anne
ls
Email open rate, website traffic, opt-‐in
Display Ads awareness, brand recall
Search Ads Keyword performance, branded keywords
PR awareness, brand lih, website traffic, inbound links, referral traffic, unique visitors
Organic Social Media -‐ Shares, likes, comments
Paid Social Media awareness, brand recall and lih, website traffic, unique visitors
Copyright @. Unspun Consulting Group
Lower Funnel Metrics to Track Ch
anne
ls
Email Marke'ng open rate, returning visitors, form fills, reten'on rate
Search Marke'ng Leads, keyword & source performance, 'me
Paid Search leads, cost per lead, form fills, MQLs
Display Ads Display Ads leads, cost per lead, form fills, MQLs
PR leads, cost per lead, returning visitors
Gated Content Form fills
Paid Social Media Leads, cost per lead, returning visitor
Webinars/Demos/Trials
Reten'on rate, leads, closures
Copyright @. Unspun Consulting Group
B2B – SaaS Use case
Ads for Lead genera'on – Google search and Display
Content marke'ng on Referral sites Social Media for awareness
Webinars for nurture Email Marke'ng for Nurture
Copyright @. Unspun Consulting Group
B2B – SaaS Use case
Ads – 60% of the leads generated from Ads. Only
10% get MQL
Content marke'ng on Referral sites – Referral site
contributes to 35% of overall website traffic
Social Media for awareness – Page has an average
engagement of 2 likes on every post
Webinars for nurture – A reten'on rate of 12%
Email Marke'ng for Nurture – Contributes to 12% of overall leads. 49%
gets MQL
Copyright @. Unspun Consulting Group
Example of Tracking Metrics Sample of a B2B product company
Month Channel Spent Leads MQL Moved to oppourtu
nity Lost Won Revenue
Dec-‐15 Display Ads 200000 120 12 2 1 1 50000
Dec-‐15 Seach Ads 130250 157 24 6 2 4 200000
Dec-‐15 Email Marke'ng 24000 51 25 22 14 8 400000
Copyright @. Unspun Consulting Group
Customer Lifetime Value In marke'ng, customer life'me value (CLV) (or ohen CLTV), life'me customer value (LCV), or life-‐'me value (LTV) is a predic6on of the net profit aIributed to the en6re future rela6onship with a customer.
Revenue made/year on Sohware subscrip'on X Number of years Acquisi'on Cost -‐
Copyright @. Unspun Consulting Group
LCV – Basic Calculation
Other Factors to consider
Support cost
Other marke'ng/sales cost
Discount /year (In case of AMC) Upselling
and its revenue etc
Likelihood to retain
Average Acquisi'on Cost 1000 Average revenue per year 5000 Customer life'me in years 4
LCV 19000
In case of Ecommerce • Avg. orders/year • Churn rate
Copyright @. Unspun Consulting Group
PPC
• Impressions • Based on the network – impression share (as compare to compe'tors)
• CTR • CPA – The money spent on each acquisi'on (form fill, interest etc)
• Others • Ad quality score, Ad posi'ons
• ROI • With ads it is direct calcula'on
PPC
Copyright @. Unspun Consulting Group
Open Rates across Industries
B2B Online products have an average of 10% -‐ 15% open rate
Hospitality has a 25% open rate
Copyright @. Unspun Consulting Group
Email Marketing
• Open Rates – Subject line, Database, 'me, day etc. • Bounce and unsubscribe rate • Ac'ons on the emails • Clicks on links, visits from the email to your website, leads
• Leads and assisted leads • Conversions
Email Marke'ng
Copyright @. Unspun Consulting Group
Content marketing
61% 61% of customers are likely to buy from a brand that shares custom content
B2B companies find 67% increase in leads per month when they create content 67%
Copyright @. Unspun Consulting Group
Metrics from Content Marketing • Marketers spent an average of 25% of their marke'ng budget on content • 8% of marketers onsider themselves very successful at tracking the ROI of their content
marke'ng
Consump'on Sharing
Lead Genera'on Sales (Closures)
Copyright @. Unspun Consulting Group
SEO
• Sessions/visits • Bounce Rate • Goal comple'on and comple'on rate • Referral sites • Ecommerce goal conversions
SEO Metrics
Copyright @. Unspun Consulting Group
Social Media Key Metrics
• Engagement on content • Follower, Likes count • Traffic to website – Unique visits, returning visits
• User persona • Campaigns – Leads, MQL etc.
Social Media
Copyright @. Unspun Consulting Group
Top metrics for a Ecommerce company
Sales by 'me period Sales by product/service Sales by lead sources
Revenue per sale New v/s returning customer sales Customer Life'me Value
top related