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Marketing Return on Investment Conference                29 May 2012
h"p://www.youtube.com/watch?feature=player_detailpage&v=1vRx5TYTmYs	  Unlock the power of permission
EFFORT                                 Marketing   VALUE                                  activityUnlock the power of perm...
Do you have a formal     ROI framework in place?Unlock the power of permission
Why do you                      measure ROI?Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
How do you measure your    marketing success?Unlock the power of permission
Unlock the power of permission
§  It ain’t easy§  You’re not    alone§  Channel    measurement    is the biggest    challengeUnlock the power of permi...
Unlock the power of permission
P	                                           PERSON	                                   §  Who is on database?            ...
Profit         MROI =                  InvestmentUnlock the power of permission
Revenue - Expenses         MROI =                      InvestmentUnlock the power of permission
§  Not just sales§  What about the    asset value?§  Yield and capitalUnlock the power of permission
Revenue - Expenses                                                      Brand         MROI =                  Investment  ...
Revenue - Expenses                                                      Brand         MROI =                  Investment  ...
Unlock the power of permission
Unlock the power of permission
Likes                          Engagement       Sales                                             Shares                  ...
§ More channel choices for marketing $§ Marketing mix more complex§ Lower budget per channel§ Harder to measure and de...
h"p://www.youtube.com/watch?feature=player_detailpage&v=ypmfs3z8esI	  Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
Unlock the power of permission
MROI Campaign                  ChannelUnlock the power of permission
Unlock the power of permission
MROI Campaign                  Channel   SegmentUnlock the power of permission
Do you segment your          customer database?Unlock the power of permission
What percentage of your    customers drives the   majority of your revenue?Unlock the power of permission
Unlock the power of permission
MROI Campaign                  Channel   Segment LifecycleUnlock the power of permission
Ambassador                                                                                            Adore	         Permi...
Unlock the power of permission
Baby Lifecycle – Conception  3 years old 34% of all mums acquired to the DB     Baby   Preparing       Caring Sleep Feedi...
Unlock the power of permission
"   Australia’s	  #1	  direct	  to	  mum	            relaYonship	  markeYng	  program	  	                                 ...
How should we                                  use Digital?Unlock the power of permission
User                       generated                        contentUnlock the power of permission     h"p://epicook.com.au...
Dr	  Joanna	  McMilan	                                                                                         	          ...
Adore	                                                                                                          Ambassador...
§  Think about measurement – Why and what?§  Work through your process – trigger points§  Define metrics – avoid perfect...
Unlock the power of permission
Questions about:                 Ask Permission§  How to leverage Social       §  www.permission.com.au    Media in an R...
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Unlocking the power of permission to measure ROI - Marketing ROI Conference - May 2012 - Jeremy Glass - Permission Managing Director

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Unlocking the power of permission to measure ROI - Marketing ROI Conference - May 2012 - Jeremy Glass - Permission Managing Director

  1. 1. Marketing Return on Investment Conference 29 May 2012
  2. 2. h"p://www.youtube.com/watch?feature=player_detailpage&v=1vRx5TYTmYs  Unlock the power of permission
  3. 3. EFFORT Marketing VALUE activityUnlock the power of permission
  4. 4. Do you have a formal ROI framework in place?Unlock the power of permission
  5. 5. Why do you measure ROI?Unlock the power of permission
  6. 6. Unlock the power of permission
  7. 7. Unlock the power of permission
  8. 8. How do you measure your marketing success?Unlock the power of permission
  9. 9. Unlock the power of permission
  10. 10. §  It ain’t easy§  You’re not alone§  Channel measurement is the biggest challengeUnlock the power of permission
  11. 11. Unlock the power of permission
  12. 12. P   PERSON   §  Who is on database? §  What are they worth §  Shift customer valueUnlock the power of permission
  13. 13. Profit MROI = InvestmentUnlock the power of permission
  14. 14. Revenue - Expenses MROI = InvestmentUnlock the power of permission
  15. 15. §  Not just sales§  What about the asset value?§  Yield and capitalUnlock the power of permission
  16. 16. Revenue - Expenses Brand MROI = Investment + ValueUnlock the power of permission
  17. 17. Revenue - Expenses Brand MROI = Investment + Value X TimeUnlock the power of permission
  18. 18. Unlock the power of permission
  19. 19. Unlock the power of permission
  20. 20. Likes Engagement Sales Shares Influence Awareness Reach Clicks Opens Referral TweetsUnlock the power of permission
  21. 21. § More channel choices for marketing $§ Marketing mix more complex§ Lower budget per channel§ Harder to measure and deliver ROIUnlock the power of permission
  22. 22. h"p://www.youtube.com/watch?feature=player_detailpage&v=ypmfs3z8esI  Unlock the power of permission
  23. 23. Unlock the power of permission
  24. 24. Unlock the power of permission
  25. 25. Unlock the power of permission
  26. 26. Unlock the power of permission
  27. 27. Unlock the power of permission
  28. 28. Unlock the power of permission
  29. 29. Unlock the power of permission
  30. 30. Unlock the power of permission
  31. 31. Unlock the power of permission
  32. 32. MROI Campaign ChannelUnlock the power of permission
  33. 33. Unlock the power of permission
  34. 34. MROI Campaign Channel SegmentUnlock the power of permission
  35. 35. Do you segment your customer database?Unlock the power of permission
  36. 36. What percentage of your customers drives the majority of your revenue?Unlock the power of permission
  37. 37. Unlock the power of permission
  38. 38. MROI Campaign Channel Segment LifecycleUnlock the power of permission
  39. 39. Ambassador Adore   Permission Level Advocate Love   Like   Fan Desire   Customer Interact   Visitor Aware   Prospect Suspect Relationship Knowledge & ValueUnlock the power of permission
  40. 40. Unlock the power of permission
  41. 41. Baby Lifecycle – Conception  3 years old 34% of all mums acquired to the DB Baby Preparing Caring Sleep Feeding Toilet for for and Walking Talking Discipline Social skills names patterns training birth baby nutrition Crawling Teething Talking Swimming Bed wetting Pregnancy Newborn Infant Toddler ChildConception Birth 1 year 2 Years 3 years Unlock the power of permission
  42. 42. Unlock the power of permission
  43. 43. "   Australia’s  #1  direct  to  mum   relaYonship  markeYng  program     Mia  Friedman     Ambassador No direct link to sale Huggies  Blog   Adore   Permission Level Huggies  Forum     •  Engagement Huggies  Reading  Group     Advocate Love   What’s the ROI? •  Affinity Fan Like   •  Loyalty Customer Desire   Interact   Visitor Aware   Prospect Suspect Relationship Knowledge & ValueUnlock the power of permission
  44. 44. How should we use Digital?Unlock the power of permission
  45. 45. User generated contentUnlock the power of permission h"p://epicook.com.au/    
  46. 46. Dr  Joanna  McMilan     Adore   Ambassador Epicook     Permission Level User  generated  content     Social  media  placorm   45%  site  conversion   Love   Advocate No direct link to sale 39%  repeat  site  usage   Head  chefs,  restaurateurs,     bloggers  and  food  criYcs   •  EngagementFan Like     What’sCustomer ROI? •  Affinity the Desire     Benchmarking  survey   Increased  purchase  from  19%  to  26%  YOY   •  Loyalty     Interact   Visitor Club  Ingham  &  Today’s  Turkey  targeted  newsle"ers   Highest  OR  of  52%  &  CTR  of  17%  (triple  the  industry  average)       Aware   Prospect Receive  permission  from  over  100,000  Australian  grocery  buyers   Food  &  wine  fesYvals,  affiliate  markeYng,  in-­‐store  demonstraYons     Suspect Relationship Knowledge & ValueUnlock the power of permission
  47. 47. Adore   Ambassador Permission Level Love   Advocate Like   Fan Desire   Customer Interact   Visitor Aware   Prospect Suspect Relationship Knowledge & ValueUnlock the power of permission
  48. 48. §  Think about measurement – Why and what?§  Work through your process – trigger points§  Define metrics – avoid perfection§  Measure permission§  Channel choice§  Set yourself goals – make them achievable§  Measure whatever you can§  Test new opportunities§  Continuously review§  Ask PermissionUnlock the power of permission
  49. 49. Unlock the power of permission
  50. 50. Questions about: Ask Permission§  How to leverage Social §  www.permission.com.au Media in an ROI positive §  Jeremy Glass manner §  jeremy.glass@permission.com.au§  Measure the value in my customer database §  02-8024 5402§  Get into digital? §  @permission_syd§  Measure permissionUnlock the power of permission

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