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WHO WE ARE
THE IDEAL DIGITAL AGENCY
We create ideas, nurture them, prove them and put
them into action. But we don’t stop there. We measure
stats. We analyze patterns. And we constantly fine tune
the experience for continued growth. At Ready Set
Rocket, we never stop making good ideas better.
CREATING A
DIGITAL STRATEGYThe Art of Analytics,
Measurement and Success
WHAT IS THE
AVERAGE TENURE
OF A CMO?
MONTHS!
23
5 CMO’s IN 7 YEARS
4 CMO’s IN 6 YEARS
3 CMO’s IN 5 YEARS
New Talent and Skill Set Requirements
SOURCE: CMO COUNCIL
Emerging Issues
& Challenges
Facing Marketers
in 2011
Recovering Economy
New Technologies orEngagement Channels
Internet Influence and Voice
WHY HIGH TURNOVER?
Social Media & Web 2.0 Strategy
WHY HIGH TURNOVER?Continuing Education:
Where CMOs look
to add skills or
competenciesSOURCE: CMO COUNCIL
Customer DataAnalytics
Competitive Strategy Development
Global Strategy Market Entry and Market Development
Web Metrics and Measurement
Dollars and Cents
Budgets shift from traditional to digital
Paid Digital Media Paid Traditional Media Earned/Owned Media
Q: What % of your overall marketing budget
was invested in digital channels in 2011 vs 2012
42
33
8
12
4
18
40
4
27
11
41
2625
7
2
Significantly decreasing
Somewhat decreasing
Staying the Same
Somewhat increasing
Significantly increasing
Growth
Retail
Travel/Tourism
71%
Financial
CPG
Medical
Non-profit/arts
Automotive
Government
41%
38%
30%
30%
29%
19%
15%
Source: SoDA Digital MarketingOutlook Report 2012
Adoption
Industries showing
strongest growth
in use of digital
technology
Growth
The Evolution of Digital’s Role
Digital now defines strategySource: SoDA Digital Marketing Outlook Report 2012
Opportunity
WHY MEASURE?
ATTRIBUTE SUCCESS
BUDGET, ALLOCATE & DEFEND
RESOURCES
FORECAST DEMAND
OPTIMIZE PERFORMANCE
Best efforts will not substitute for knowledge.- Gordon Bethune CEO, Continental Airlines
9 STEPS TO A
SUCCESSFUL
DIGITAL STRATEGY
DO AN INTERNAL DISCOVERY
STEP 1
WHAT IS SUCCESS?
SUCCESSSUCCESS
DEFINE SUCCESS
Sell More Product
Drive More Leads
Create More Brand
Awareness
Increase Advocacy
Increase Donations
What is the reason for this initiative?
What do you hope to accomplish?
How will you judge its success?
What are the 3 most important actions a customer should take?
What is your fundamental point of differentiation?
What is the maximum $ you can spend to acquire a customer?
ASK YOURSELF
Increase online sales
Increase customer retention
Attract “prospects” / new customers
Increase Frequency of Purchase
Lower inbound call volume
Increase share of voice
Share Business Value Proposition
Drive Offline Action
BUSINESSOBJECTIVES
DEFINE MEASURABLE KPIs
STEP 2
MEASURE
AWARENESS
MEASURE
ENGAGEMENT
MEASURE
CONVERSION
MEASURE
LOYALTY
KPI’sKey Performance Indicators
Defining measurable KPIs is foundational
to digital marketing programs
Awareness
Visits from search engines
Referrals from social media
Blog & online news mentions
Engagement
Content downloads
Content shares
Visit services page
Conversion
Lead submission via email
Lead submission via phone
Download White Paper
Loyalty
Engagement with emails
RSVPs for seminars
Retweets
WHAT ARE
YOUR KPI’s
INDUSTRY
SPECIFIC
KPI’s
Purchase Product
Add to Cart
Use Store Locator
Share via Facebook
Like on Facebook
Sign up for Newsletter
Add to Wishlist
Check Shipping & Return Info
Engage with Live Chat
Request Catalog
Download Media Kit
Contact Sales
Share via Twitter
Share via LinkedIn
Download Press Release
Download White Paper
View Case Study
Call Sales via Tracked Number
Sign up for Newsletter
Follow Brand on Twitter
Donate
Share via Facebook
Share via Twitter
Share via Email
Sign up for Newsletter
Advocacy/Take Action
FB Like Page
Subscribe via RSS
Become a Member
Volunteer
Reserve Storage Room
Contact Sales
Share via Facebook
Share via Twitter
Sign up for Newsletter
Use Live Chat
Call via Tracking Number
Like on FB
Order Supplies
Get a Quote
Get a Quote
Share via Email
Share via Facebook
Share via Twitter
Sign up for Newsletter
Request Call Back
Use Planning Tools
Engage with Career Center
Learn about a Product Line
Consult an Agent
Download Prospectus
Find an Adviser Near Your
Share via Facebook
Share via Twitter
Download White Paper
View Case Study
Submit Lead Gen Form
Sign up for Newsletter
Contact Us
Download a Resource
Sign up for Newsletter
Share via Facebook
Share via Twitter
Like Site on FB
Like Article on FB
Comment on Article
View > X Pages/Visit
Be a Return Visitor
Advertise with Us
Avg. Time on Site > X
Join our Team
Contact Us
Share via Facebook
Share via Twitter
Share via LinkedIn
Download Case Study
View our Work
Sign up for Newsletter
Like Us on Facebook
Follow Us on Twitter
?
DEFINE A DIGITAL A STRATEGY
STEP 3
KPI’s
METRICS
DIGITAL STRATEGY
(EMAIL, SITE, SOCIAL)
PROCESS OVERVIEW
KPI’sIncrease Revenue
Increase Conversion Rate
Increase Avg. Order Value
Increase Site Traffic
Increase Reorder Rate
Increase Per Visitor Value
Increase Sharing
METRICS
MORE ABOUT METRICS
Counter Metrics Ratio Metrics
Visits
Page Views
Whitepapers Downloaded
Conversion Rates
Newsletter Signup Rate
Average Time on Site
1, 2, 3 VS
INCREASE CONVERSION RATE TO X
INCREASE DEPTH OF VISIT TO Y
INCREASE ONSITE SHARING BY Z
SITE STRATEGY
INCREASE ENGAGEMENT BY X
DECREASE NEGATIVE POST BY Y
INCREASE WORD OF MOUTH BY Z
SOCIAL STRATEGY
INCREASE OPEN RATES BY X
INCREASE CTR BY Y
INCREASE SIGN UPS BY Z
EMAIL STRATEGY
MEASURE
STEP 4
TAG IT
MEASURE IT
FUNNELS
STEP 5
SAMPLE CONVERSION FUNNEL
10,000 TOTAL VISITORS TO THE SITE
54 VISITORS COMPLETE GOAL
100% of Visitors
60% Visit Shopping Area
30% Place Item in Cart
3% Make a Purchase
VISITORS TO WEBSITE:
ACQUISITIONDigital Sales Funnel
Understanding what it takes to acquire a customer
Awareness
Research & Compare Stage
Ready to Buy Stage
General Head Terms(i.e NY Digital Agencies)
AwardSites
Industry Blogs / Thought Leadership
Editorials or Referral Sites
Category or Specific Terms (i.e Digital Marketing Agencies NY)
Targeted Category Campaigns
Specific Branded Terms
Direct Visits (Bookmarked)
Mentions on Twitter/Facebook
LinkedIn Ad
Follow on Twitter/LinkedIn
Reputation Review through Peers
SAMPLE GOAL FLOW
ASSIGN VALUE TO ANY GOAL
STEP 6
HOW MUCH IS A NEWSLETTER SUBSCRIBER WORTH?
NEWSLETTER SUBSCRIBER
NEWSLETTER REVENUE ÷ NEWSLETTER SUBSCRIBERS
HOW MUCH IS A FACEBOOK LIKE WORTH?
FACEBOOKLIKES
FACEBOOK REVENUE ÷ FACEBOOK LIKES
Join our Team
Contact Us
Share via Facebook
Share via Twitter
Share via LinkedIn
Download Case Study
View our Work
Sign up for Newsletter
Like Us on Facebook
Follow Us on Twitter
Join our Team - $100
Contact Us - $5,000
Share via Facebook - $1.11
Share via Twitter - $3.04
Share via LinkedIn - $19.02
Download Case Study - $104.32
View our Work - $14.78
Sign up for Newsletter - $19.66
Download the One Sheet - $703.41
Follow Us on Twitter - $1.08
Join our Team - $100
Avg NYC Agency Salary - $100k
Avg Recruitment Fee - 20%
Avg Recruitment Cost - $20k
Avg. Interview Rate - 5%
Avg. Cost for Interview - $1000
Avg. Hire Rate - 10%
Avg. Cost for Join Our Team - $100
WHAT ARE YOU TRYING TO MEASURE?
OPTIMIZE YOUR CHANNELS
STEP 7
E-COMMERCECHANNEL ATTRIBUTION
Source Visitors Revenue Rev / Visitor
Huffingtonpost
10000
5000
6000
200
$17000
$4000
$9000
$1400
$1.70
$0.80
$1.50
$7.00
E-COMMERCECHANNEL ATTRIBUTION
Source E-Com Rev/Visitor Other Goal Value Last Click Total Value
Huffingtonpost
$1.70 +
$0.80 +
$1.50 +
$7.00 +
$4.56 =
$0.61 =
$3.09 =
$4.01 =
$6.26
$1.41
$4.59
$11.01
MULTI-CHANNELATTRIBUTION
MULTI-CHANNELATTRIBUTION
MULTI-CHANNELATTRIBUTION
MULTI-CHANNELATTRIBUTION
CHANNELATTRIBUTION
CHANNELATTRIBUTION
OPTIMIZE YOUR SEGMENTS
STEP 8
CHANNELATTRIBUTION
SAMPLESEGMENTS
OPTIMIZE YOUR CAMPAIGNS(SOCIAL, NEWSLETTER, SEO)
STEP 9
CAMPAIGNANALYTICS
CAMPAIGNANALYTICS
AUTO TAGGING
AUTO TAGGING
HOW DO I MEASURESOCIAL ANALYTICS?
SOCIALANALYTICS
WHAT DO ORGANIZATIONS MEASURE?
BRANDSENTIMENT
BRANDSENTIMENT
BRANDSENTIMENT
BRANDDEFENSE
VALUE OF SOCIAL TRAFFIC
NEWSLETTERANALYTICS
NEWSLETTERANALYTICS
NEWSLETTERANALYTICS
SEOANALYTICS
SEOANALYTICS
TOOLS
REAL-TIMEANALYTICS
REAL-TIMEANALYTICS
REAL-TIMEANALYTICS
OFFLINEINTEGRATION
MOUSE TRACKINGANALYTICS
SURVEYS
USER TESTS
REPORTING
