Financial vs. Non Financial Measurement
Oliver Blanchard (Brandbuilder Marketing) - Outlining the differences between financial measurement (R.O.I.) and non-financial measurement, then explaining why understanding that distinction is important to organizations.
6. THE R.O.I. EQUATION (GAIN FROM INVESTMENT - COST OF INVESTMENT) ROI = COST OF INVESTMENT
7. Truth about R.O.I. ROI is a business metric, not a media metric. ROI is 100% media-agnostic. Only measuring digital or social won’t get you anywhere.
9. These resources = 100% of your budget These resources generate 100% of your business E-Marketing Head Count Advertising I.T. Inbound Call Center Marketing Sales Dept. Accounting Public Relations
10. Understand that a new Social Media program’s funding doesn’t appear out of thin air.: Which buckets do we empty to fill this new one?
20. Return On Influence? Return On Interest? Return On Intuition? Return on Inovation? Return On Imitation? Return on Incompetence? Return On Idiocy? Return on Incompetence? (Not knowing what you’re talking about has exactly zero value.)
34. Also measure net new customers NNC is a measure of effective reach, not just media reach.
35. Transaction data should be specific F.R.Y. FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)
36. Overlay your data as a timeline activities social data web data transactions loyalty metrics etc.
37. Look for patterns Impact Uncertain Impact Impact Impact No Impact Before After
38. Prove & disprove relationships How was this group Touched by SM? Before After
39. Prove & disprove relationships How are these elements Connected to each other? Before After
40. Prove & disprove relationships Is one of these elements A financial metric? Before After
41. Prove & disprove relationships How do the non-financial and the financial elements connected? Before After
42. How long will all this analysis take? It’s all a process of elimination, really. Isolating patterns, quantifying deltas, proving ad-hocs… Then all we have to do is figure out what the cost savings and revenue gains are, and plug them into the equation.
43. Oh wow. This R.O.I. thing wasn’t at all about measuring media, impressions and eyeballs!
44. Finally, someone with some real metrics for me to sink my teeth into! Good job, Sparky! You done gewd!