ROI measurement - Online Marketing WWW.ODIGMA.COM
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presenting
A SIMPLE INTUITIVE APPROACH
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LET’S LOOK AT THE KEY METRICS THAT DEFINE ROI
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BUT LET’S REVIEW THE SALES FUNNEL FIRST !
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What to Measure (Returns)
Awareness
Consideration
Purchase
Advocacy
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BRAND AWARENESS THE ART OF CREATING A UNIQUE POSITION IN THE MIND OF THE CUSTOMER
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Awareness – What to measure
Impressions
Awareness
Reach & Frequency
Engagement
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CONSIDERATION DESIRES, WISH LISTS, PLANS AND DREAMS – EVERY BRAND WANTS TO BE IN THERE
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Consideration – What to measure
Mentions
Consideration
Direct Search
Enquiries
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PURCHASE HAPPENS WHEN THE TRUST LEVEL OF THE CUSTOMER IS AT IT’S PEAK
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Purchase– What to measure
Add to Cart
Purchase
Orders
Price discussions
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ADVOCACY NO FORM OF MARKETING HAS DONE BETTER THAN THIS ONE
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Advocacy – What to measure
Sharing
Advocacy
Influencer Reach
Content Creation
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4 STAGES – 12 METRICS
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KPIs for Success in Online Marketing Direct Search
Reach
Engagement
Impressions
Mentions
Consideration
Awareness
Influencer Reach
Orders Price Discussions
Add to Cart
Purchase
Enquiries
Content Creation
Sharing
Advocacy
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MEASUREMENT OF KEY METRICS
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DETERMINING ROI IN REAL WORLD MEASURING EFFICIENCY OF EACH CHANNEL
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BRANDS RUN MULTIPLE CAMPAIGNS ACROSS MULTIPLE CHANNELS STILL YOU CAN MEASURE INDIVIDUAL CHANNEL EFFICIENCY
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A SIMPLE APPROACH USE THE TABLE SHOWN NEXT AND CAPTURE TRENDS ACROSS ALL RELEVANT METRICS
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Cross Media Attribution tracking CHANNEL(S)
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
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CAPTURING DATA ONLINE MARKETING GIVES GREAT INSIGHTS FOR SALES CLOSURES
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SALES TEAM NEEDS INFORMATION GIVE THEM AS MUCH AS POSSIBLE SO THAT THEY CAN PREPARE
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INFORMATION EXCHANGE ENQUIRY
SOURCE SEARCH TERM TIME SPENT ON SITE USER ENGAGEMENT USER DEMOGRAPHICS AD SHOWN SM PROFILE …
SALES TEAM NEEDS TO BE TRAINED TO HANDLE THIS INFORMATION FOR HIGHER SALES
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WHAT YOUR CUSTOMER WANTS MEASURE BY REAL TIME ANALYSIS
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CUSTOMER SEGMENTATION IS IMPORTANT UNDERSTAND YOUR CUSTOMER BY THEIR BEHAVIOR
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Test to Trust AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
Influencing Factors
Pricing Display . Media showcase . Enquiry Form Length . Pick Up Facility . Seasonality . Testimonials . Fan / Follower base . And 100s of other factors . ODIGMA
CUSTOMER’S LIKES & DISLIKES CAN BE EASILY MEASURED TOO
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Attribution tracking – Multiple Factors FACTOR(S)
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
$ $ $ $ ODIGMA
ACTIONS PERSONALIZATION FOR MAXIMUM BENEFITS
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EVERY CUSTOMER IS NOT THE SAME OFFER UNIQUE OFFERINGS TO EACH
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CREATE MARKETING GROUPS AS THE SAME CUSTOMER BEHAVES DIFFERENTLY IN DIFFERENT SITUATIONS
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MARKETING OPTIMIZATION USER
AWARENESS
CHANNELS
CONSIDERATION
OTHER FACTORS
PURCHASE
ADVOCACY
MAXIMUM ROI ODIGMA
…AND THIS IS JUST THE START
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ODigMa Online Digital Marketing www.odigma.com
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