This document discusses optimizing digital marketing return on investment (ROI) through various online channels like blogs, social media, and email. It emphasizes the importance of defining outcomes, valuing different customer actions, avoiding biases when analyzing data, identifying weaknesses in the customer funnel, creating optimized practices through testing, and continually refining processes to drive better results over time. The overall message is that marketing ROI improvement requires a data-driven approach, focus on meaningful metrics, and a long-term process of experimentation and mastery.
47. 73% of CEOs Think Marketers Lack
Business Credibility: They Can't Prove
They Generate Business Growth
The Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs and
decision-makers in the US, Europe, Asia and Australia.
Who was measured?
What was measured?
How was it measured?
48. Nearly 23 Million Tune Into The AFC/
NFC 2012 NFL Playoffs On The Radio
Edison Research conducted a national telephone survey of 901 people. Interviews for this study of
Americans age 12 and older were performed on January 23, 2012. The study asked respondents a
series of questions about their previous day’s media usage including listening to any part of the
NFL Playoff radio broadcasts. Households were selected randomly to participate in the study from
phone numbers provided by Survey Sampling International. The final results of the national
sample have been weighted by age, sex, ethnicity and geographic region to match current U.S.
Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the full
sample will differ by three percentage points in either direction from what would have been
obtained by attempting to interview all persons age 12 and older.
Who was measured?
What was measured?
How was it measured?
80. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
81. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
82. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
83. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
84. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
85. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
86. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
8. Repeat until your funnel is working well.
87. 1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
8. Repeat until your funnel is working well.
9. Vary up the parts that are working well to make them even
better in the long run.
88. 10 Things to Take Away
1. Define your outcomes.
2. Value your outcomes and the actions leading up to them.
3. Measure your outcomes with Google Analytics.
4. Avoid the 3 biases.
5. Identify where your funnel is most broken.
6. Create routines around your social practices.
7. Fine-tune the routines until the funnel step that’s most broken
is repaired.
8. Repeat until your funnel is working well.
9. Vary up the parts that are working well to make them even
better in the long run.
10. Eventually reach proficiency and transcend best practices.
89. 初 Marketing White
心 Belt
者 cspenn.com/
市 book
販
90. 18 Ways to
Integrate Social
and Email
www.whatcounts.com/18ways