let's talk business measure your marketing

MEASURE YOUR MARKETING

John Beggs - National Manager Creative Services, Sensis®John Beggs - National Manager Creative Services, Sensis®

Michelle Gamble - Founder and Chief Angel, Marketing Angels

Philip Shaw - Director, CleverClicks

Moderated by Small Business Commentator Valerie Khoo



Michelle Gamble - Founder and Chief Angel, Marketing AngelsMichelle Gamble - Founder and Chief Angel, Marketing Angels

Philip Shaw - Director, CleverClicks

John Beggs - National Manager Creative Services, Sensis®

Marketing AngelsAffordable Marketing Managers/Directors for growing businesses

The Marketing Process

REPORTING

Track and Measure Effectiveness

Where are you now?

Paint a picture of what you need to achieve

What should you be measuring?

Basic Model

Free/really cheap tools

Software as a service solutionsGood for small number of usersCustomisation can be minimal

Other tools

Don’t forget

Some rules of thumb• Direct Mail

– To new prospects = 1%– To current customers =

2%

• You can increase response by 25% if followed up– Postcards– Telemarketing– Email

Some rules of thumb• Email Marketing

– Click through rates = 5.1 – 10%

– Sales 2.1% - 10% of click throughs

– Personalised URL’s can improve response by 100- 130%

– Social media sharing buttons can increase click-throughs by 30%

Some rules of thumb

– Frequency is key to performance for these tactics

– In print inserts generally perform better than “off the page”

– Drive respondents to online for improved measurement

– Have an offer

Case study• Direct mail to 2000+

contacts• Telemarketing to 500• 60 delegates attended

from 23 organisations • 5 converted to full

programme clients + other who went straight to full programme

• 100% ROI

Drive brand awareness for higher ROI

• Measure– Searches for Co. Name– Direct traffic– Referrals from non-

customers

Have a plan so you can focus on the

priorities

Be fearless

Be focussed

Be relentless

Be consistent

Happy Marketing!

www. twitter.com/marketingangels www.facebook.com/marketingangels



Philip Shaw - Director, CleverClicksPhilip Shaw - Director, CleverClicks

John Beggs - National Manager Creative Services, Sensis®

Michelle Gamble - Founder and Chief Angel, Marketing Angels

© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 37

Half the money I spend on advertising is wasted;

the trouble is, I don't know which half.”John Wanamaker

© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000

1. Google Analytics

2. Search Engine

Optimisation

3. Google Adwords

4. Social Media

5. Other Stuff© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 38


Why Measure?

© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 39

Do more of the stuff that works.

Less of the stuff that doesn’t.


#1 PriorityReturn on Investment (ROI)

By Channel


Channel #Lead

s

Conv Rate

#Sales

$ Revenu

e

$Cost

%ROI

Print

Radio

Website (Branded)

Organic/SEO(Unbranded)

PPC

Referring Websites…


1. Google Analytics

1. Develop analytics skills in house

2. Define roles, KPIs, reporting

frequency

3. Reports – “The Why”?


1.1 Google Analytics - GOALS


1.2 Google Analytics Reports >VISITORS > MAP OVERLAY


1.3 Google Analytics – ADVANCED SEGMENTS


1.4 Google Analytics – FILTERS

1. Edit “Profiles” > “Filter Applied

to Profile”

2. Click “Add Filter”

3. Enter IP Addresses to exclude

“Get rid of the noise”

Exclude traffic an I.P. address filter.


1.5 Google Analytics – Scheduling


1.6 Google Analytics – Compare To Past


1.7 Google Analytics – INTERNAL SITE SEARCH


2.1 Search Engine Optimisation – KEYWORD REPORT


2.2 Search Engine Optimisation – Filter Brand Traffic


2.3 Search Engine Optimisation – # Pages Indexed


2.4 Search Engine Optimisation – SEO for Firefox


2.5 Search Engine Optimisation – Inbound Links


3. Google AdWordsa. Conversion Tracking –> Cost Per

Conversion

b. Run 2 ads per ad group (split testing)

c. ROI by keyword

d. Keyword Quality Score

e. Excel Pivot Tables

f. Phone Call tracking



4. Social Mediaa. “Traffic Source” => “Referring

Websites”

b. # Goals & Conversion Rates

c. Time invested?

d. Advanced Segments

e. Google URL Builder



4.1 Social Media – Google URL Builder


5. Other Measuring Tipsa. A/B Testing

b. Multivariate testing

c. Advanced analytics (Crazy Egg,

ClickTale)

d. Web forms integrated into CRM



“If businesses really don't care about

wasting valuable resources ….

or aren't concerned about getting

better value for money,

then they don't need to bother

with measurement.”Jean McIntyre, CEO, Sponsors Select


“80% of my marketing can be measured. And that’s good

enough for me.”Philip Shaw

Half the money I spend on advertising is wasted; the trouble is, I

don't know which half.”John Wanamaker


@ Philip Shaw© CleverClicks Pty Ltd www.CleverClicks.com.au 16-18 Grosvenor Street, The Rocks, Sydney 2000 61

Our Services:

- Online Marketing Mentoring

- Google Adwords Management &

Training

- Google Analytics Training


John Beggs, National Manager Creative Services, Sensis®John Beggs, National Manager Creative Services, Sensis®

Michelle Gamble, Founder and Chief Angel, Marketing AngelsMichelle Gamble, Founder and Chief Angel, Marketing Angels

Philip Shaw, Director, CleverClicksPhilip Shaw, Director, CleverClicks


let's talk business measure your marketing

Business

grosvenor street

stuff cleverclicks pty

google analytics filters

google analytics scheduling

analytics skills

happy marketing

rules of thumb email

search engine optimisation