WELCOME [] · Into practice | putting it together Define corporate goals ... Webtrends . LuxairAirlines, ... (CRM) Tuesday, September

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WELCOME

¡ What is ROI? ¡ Why measure ROI?

¡  BENEFITS OF ROI?

¡ What to measure?

¡  conversion and engagement

¡ When to measure ROI

¡  ROI framework

¡  INTO PRACTICE

¡  Takeaway

AGENDA

GeoffWThompson

Editor at the Luxembourg Chronicle. h<p://www.chronicle.lu/

3 minutes ago

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GEOFF THOMPSON

WHAT IS ROI? RETURN ON INVESTMENT

(earned-spent)

spent 1,000-500

500 = 100% 250-500

500 = -50%

What is ROI ? Some rules

1 Roi is a business metric

2 Your metrics are as unique as your business 3 Your roi must be actionable

Why measure ROI?

1.  Metrics reduce opinion-based arguments

2.  Metrics give you answers about what works

3.  Metrics show you where you’re doing well

4.  Metrics allow you to test whatever you want

BENEFITS OF ROI

Better prospecting Measuring the ROI helps companies to predict and prepare for the future. Previous performance, marketing’s contribution, pitfalls, … are the foundation for setting expectations for future performance from marketing actions.

Content for marketing collateral Marketing ROI can provide source material for your marketing collateral such as: case studies and whitepapers. These can be used for lead generation

Better strategizing Analysing ROI helps to improve or create new marketing strategy, change, make more dynamic, more practical, … This helps to create a clear roadmap that ensures more productivity and better performance by marketing teams.

Monitoring of investment Being flexible and react quickly if need be.

BENEFITS OF ROI

Optimize marketing resources You use multiple campaigns & multiple channels. Knowing which campaigns or channels bring in leads or enquiries helps optimize your resources and spend.

Increases the risk-taking quotient Tracking performance and the results of actions makes you more confident to take risks and try new marketing methods.

Limit company spend Measuring enables marketers to limit company spending when marketing actions don’t respond as expected.

GeoffWThompson

Quality and RelaDonship Manager at MindForest h<p://lu.linkedin.com/pub/marDne-‐weitzel/17/4a9/4ba

3 minutes ago

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MARTINE WEITZEL

What to measure? Measure what MATTERS!

TO YOUR

BUSINESS

CONVERSION

TO YOUR

PROSPECTS

ENGAGEMENT

Avoid vanity metrics

“Numbers that make us look good but don’t really help us make decisions.” Eric Ries The Lean Start-Up

Hits Page views Visits Unique visitors Returning visitors

Registered users Customers Frequency Time on site Daily active users

What matters is creating VALUE

TO YOUR

BUSINESS TO YOUR

PROSPECTS

CONVERSION ENGAGEMENT

What is CONVERSION?

ACQUISITION Drawing people into your brand experience

REVENUE Converting visitors into customers

REFERRAL Converting customers into advocates

TO YOUR

BUSINESS

CONVERSION

What is ENGAGEMENT?

ACTIVATION People enjoying the experience

RETENTION Keeping people coming back for more

REFERRAL Recommending the experience to others

TO YOUR

PROSPECTS

ENGAGEMENT

Creating VALUE = creating CUSTOMERS

TO YOUR

BUSINESS TO YOUR

PROSPECTS


Don’t measure everything

WHAT YOU

CAN MEASURE

WHAT YOU

SHOULD MEASURE


MEASURE HERE

When to measure ROI

¡ Not JUST yearly or quarterly

¡ Better monthly or even weekly

¡ In case of one-off campaign, measure before and after

¡ If no previous tracking: assess situation first and define status quo

¡ If previous results, measure regularly to be able to calculate accordingly

troybankhead

Head of MarkeDng & CommunicaDon at KNEIP It’s all about the metrics! h<p://about.me/troybankhead/

2 minutes ago

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TROY BANKHEAD

ROI framework

Corporate goals

Business objectives

Measures of success

Actions

Corporate goals = vision ¡ Gives sense of purpose & direction

¡ Foundation for all activity

¡ Understand, embrace, support

¡ Communicate goals widely

Business objectives = strategy ¡ Helps to keep you focused on

corporate coals

¡ Sets benchmarks for performance

Measures of success = management

KPIs

¡ Provide context

¡ Set expectations

¡ Mandate actions

Actions = execution ¡ Specific campaigns

¡ Channel preferences

¡ Closed-loop feedback

Into practice | putting it together

Define corporate goals

REVIEW business objectives

Can marketing help achieve

that objective?

NO

YES

ESTABLISH KPIs

HOW WILL I MEASURE PROGRESS Toward That OBJECTIVE?

ACTIONS

WHAT CAN I DO TO REACH MY KPIS?

ACTIONS

Into practice | CLOSE THE LOOP

REFINE HOW TO IMPROVE

ACT MARKETING ACTIONS

PLAN METRICS

FEEDBACK METRICS

INTO PRACTICE| SUPPort

Facilitate support

Issue Resolution rate = Total # issues resolved satisfactorily

Total # service issues

Resolution time = Total inquiry response time

Total # service inquiries

Satisfaction score = Customer feedback (input a, b, c, …, n)

All customer feedback

INTO PRACTICE| INNOVATION

Promote innovation

Topic trends = # Specific topic mentions

All topic mentions

Sentiment ratio = Positive : Neutral : Negative mentions

All brand mentions

Idea impact = # positive conversations, shares, mentions Total idea conversations, shares, mentions

Into practice | TOOLS

¡ Surveys

¡ Call tracking

¡ Interviews with sales reps

¡ Unique urls

¡ Business cards

¡ Promo codes

¡ Salesforce

¡ Download tracking

¡ Google analytics

¡ SM2

¡ Trendrr

¡ Webtrends

LuxairAirlines

MarkeDng Manager Airlines at Luxair Sky’s the limit! h<p://www.luxair.lu/

1 minute ago

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CHRISTIAN CARBONNE

Luxair Luxembourg Airlines How to evaluate the efficiency (ROI) of our marketing activities ?

Tuesday, September 24, 13 31 Passionate -‐ Caring -‐ Responsible

Structure


What is the best marketing mix to meet our goals and how we measure our ROI ?



1.Outdoor / Billboards


Outdoor / Billboards


POST-TESTS


Outdoor / Billboards (post-tests)

IMPACT

recogniDon

a<ribuDon

score uDle

Total

41% 45%

68% 98%

30% 44%

< >

< Luxair Norms


HEAT MAPS

1er clic Total clic


0

25

50

75

100 Enjoyable

Credible

Original InformaDve

InciDng

Average OOH

Luxair

Advertising perception


Has the message been understood ?


2. Street marketing actions

welsh guards action Findel Airport

(March 13-15/13)





3000 flyers distributed to our

targets at the airport (business

passengers flying with other Airlines to/from London)

457 new contacts in our database (CRM)



Turnover increased by 12% during the 3 days in our shops



Cityjet reaction to the event at the

airport


3. Radio


4. Press / advertising



5. Website and bookings (direct sales)

To date : +30% pax (vs 2012)


6. Facebook page

1st brand page in Luxembourg

(we had 10 000 fans by April 2012)


6. Call-to-action CRM

"Luxembourg National Day"

Goal : push all the Luxair

destinations for the summer (travel date

between July15th and Sept15th) in a lastminute

action. Approach : a specific

promotionnal price has been loaded in W class :

99€ all included.



"Luxembourg National Day"

ROI: 55 K visitors on our site on Sunday instead of 24K usually and 2100 Pax

booked.



Action proposed: "Indian Summer" Special

Routes involved: Between LUX - BCN/CDG/CPH/FCO/FRA/GVA/HAM/LCY/MAD/MXP/MUC/NCE/

OPO/TXL/VIE

Between SCNHAM/TXL

Not valid on all flights / Subject to seat availability

Travel Period: 01OCT13 - 15DEC13

Booking Period: 30AUG13 - 02SEP13



ROI: 4.000 bookings

including A class sold on top (X2 versus a year ago)

with less opening days than last year (only 4 days

that year)


Conclusion

Customers are at the time being very fond of Luxair flights, we can

see it everywhere as we do get positive signs from all booking channels at any time.

Customer attitude toward us is changing very fast and that is why we

do record a huge positive outlook in our incomings.

Takeaways MEASURE WHAT WILL TEACH YOU THE MOST & HELP YOU MAKE THE MOST IMPORTANT DECISIONS

FOCUS ON CREATING VALUE FOR THE BRAND & DRIVING GROWTH

DON’T TRY AND MEASURE EVERYTHING

TAKEAWAYS

RETURN ON

“ “ If you can’t measure it, you can’t improve it. Someone really smart

IGNORANCE INVESTMENT

Q&A

Documents

WELCOME [] · Into practice | putting it together Define corporate goals ... Webtrends . LuxairAirlines, ... (CRM) Tuesday, September