Measure your ROI via Google Analytics

MEASURE YOUR ROI VIA GOOGLE ANALYTICS

3 BUSINESS MODEL CASES

Digital Marketing First – 17th October 2013

UNIVERSEM: UNIVERSE OF SEARCH ENGINE MARKETING

• Digital Marketing Agency

• Founded in 2010

• A team of 8 people

• References: RTL, Carrefour, UNICEF

B B

MEASURE/TRACKING

“ I know half my advertising isn't working, I just

don't know which half. ” William Lever

(1851-1925)

Before …

B B

MEASURE/TRACKING

Today …

Each click can be measured almost every mouse move!

Link spendings with revenues

And take action based on those information!

B B

DIGITAL MARKETING

Nobody is interested in simple visits

Start by setting goals!

Measure and optimize

ROI on the Long-term is the key

Attract visitors

Convert

Measure Optimize

Repeat business

MEASURE/TRACKING

Facebook Ads LinkedIn Ads B

Segment your visitors and calculate ROI

Identify the most profitable segments

+15% +5%

- 12% +20%

-10%

+40%

10,000 impressions

+30%

B B

MEASURE THE ROI

TRAFFIC SOURCES REVENUES ANALYSIS

Social Media

SEO

B B

IMPACT ON THE BOTTOM LINE !

Define website goals that we measure and configure

Contact Quote request Subscription to newsletter E-commerce transaction ...

Set the value for each of these goals!

B B

MEASURE THE ROI

• Value of a goal completion?

• Maximum cost per visit?

3 business model cases

All data given afterwards are taken as example

and do not correspond to the real values

B B

LEAD GENERATION: SOPRA BANKING SOFTWARE

B B

LEAD GENERATION: SOPRA BANKING SOFTWARE

Total value of customers = 500,000€ * 30% = 150,000€

50,000 Visits 500 Contact forms sent 10 Customers

Value per customer:

150,000/10 = 15,000€

Value per contact form sent:

150,000/500 = 300€

Value per visit: 150,000/50,000 =

3€

1% 2%

B Facebook Ads LinkedIn Ads B

Configure the value of a goal completion Measure the ROI Discover most valuable traffic sources

Optimize the allocation of your marketing budgets Measure Return On Investments

LEAD GENERATION: SOPRA BANKING SOFTWARE

B

E-COMMERCE CASE: MEDIA MARKT

Facebook Ads LinkedIn Ads B

B

E-COMMERCE CASE: MEDIA MARKT

Facebook Ads LinkedIn Ads B

• Average order size: 50€

• Margin on each order: 30%

15 € margin per order

• Online Conversion rate: 3%

• How much can you pay per visit ?

50*0,3*0,03 = Maximum 0,45 €

ROI

B

SAAS BUSINESS CASE: MAILJET

Facebook Ads LinkedIn Ads B

SAAS BUSINESS CASE: MAILJET

Facebook Ads LinkedIn Ads B

Visits

Freemium users

Active users

Paying customers

Recurring customers

10%

50%

30%

70%

1000

100

50

15

10,5

The Conversion Funnel

SAAS BUSINESS CASE: MAILJET

Facebook Ads LinkedIn Ads B

Defining your maximum CPA, parameters:

Monthly Recurring Revenues (MRR): 50€

Gross margin: 75%

Churn rate: 3%

SAAS BUSINESS CASE: MAILJET

Facebook Ads LinkedIn Ads B

Lifetime value = MRR * Gross margin * 1

Churn rate

1

3%

Lifetime value = 50€ * 75% * = 1250€

We can pay up to 1250€ per new customer

TOOLBOX UNIVERSEM

Facebook Ads LinkedIn Ads B

http://toolbox.universem.be/

WEB ANALYTICS IN 3 STEPS

Facebook Ads LinkedIn Ads B

CONCLUSIONS

Facebook Ads LinkedIn Ads B

Determine the value of visitor’s actions

Measure and calculate your ROI depending on your business model

Invest where the ROI is the most profitable

CONTEST

Facebook Ads LinkedIn Ads

B

Contact Leave your business card in the box on our stand E23 and….

Win an Analytics Audit* !

*Worth: 800€

ANY QUESTIONS?

Facebook Ads LinkedIn Ads

B

Contact Sébastien François

Co-Founder & Digital Marketing consultant

+32 (0) 81 713 430

contact@universem.be

http://www.universem.be/DMF-2013.pdf