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MEASURE YOUR ROI VIA GOOGLE ANALYTICS 3 BUSINESS MODEL CASES Digital Marketing First – 17th October 2013

Measure your ROI via Google Analytics

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The main advantage of online advertising is to allow the measurement and deep analysis of the campaigns performance. Via the leading tool, Google Analytics, we will give you advices on how to better measure your ROI and (re)define your goals in terms of conversions. To make it concrete, we will use 3 kinds of business models.

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Page 1: Measure your ROI via Google Analytics

MEASURE YOUR ROI VIA GOOGLE ANALYTICS

3 BUSINESS MODEL CASES

Digital Marketing First – 17th October 2013

Page 2: Measure your ROI via Google Analytics

UNIVERSEM: UNIVERSE OF SEARCH ENGINE MARKETING

• Digital Marketing Agency

• Founded in 2010

• A team of 8 people

• References: RTL, Carrefour, UNICEF

Page 3: Measure your ROI via Google Analytics

B B

MEASURE/TRACKING

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

don't know which half. ” William Lever

(1851-1925)

Before …

Page 4: Measure your ROI via Google Analytics

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!

Page 5: Measure your ROI via Google Analytics

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

Page 6: Measure your ROI via Google Analytics

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%

Page 7: Measure your ROI via Google Analytics

B B

MEASURE THE ROI

TRAFFIC SOURCES REVENUES ANALYSIS

Social Media

SEO

Page 8: Measure your ROI via Google Analytics

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!

Page 9: Measure your ROI via Google Analytics

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

Page 10: Measure your ROI via Google Analytics

B B

LEAD GENERATION: SOPRA BANKING SOFTWARE

Page 11: Measure your ROI via Google Analytics

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%

Page 12: Measure your ROI via Google Analytics

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

Page 13: Measure your ROI via Google Analytics

B

E-COMMERCE CASE: MEDIA MARKT

Facebook Ads LinkedIn Ads B

Page 14: Measure your ROI via Google Analytics

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

Page 15: Measure your ROI via Google Analytics

B

SAAS BUSINESS CASE: MAILJET

Facebook Ads LinkedIn Ads B

Page 16: Measure your ROI via Google Analytics

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

Page 17: Measure your ROI via Google Analytics

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%

Page 18: Measure your ROI via Google Analytics

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

Page 19: Measure your ROI via Google Analytics

TOOLBOX UNIVERSEM

Facebook Ads LinkedIn Ads B

http://toolbox.universem.be/

Page 20: Measure your ROI via Google Analytics

WEB ANALYTICS IN 3 STEPS

Facebook Ads LinkedIn Ads B

Page 21: Measure your ROI via Google Analytics

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

Page 22: Measure your ROI via Google Analytics

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€

Page 23: Measure your ROI via Google Analytics

ANY QUESTIONS?

Facebook Ads LinkedIn Ads

B

Contact Sébastien François

Co-Founder & Digital Marketing consultant

+32 (0) 81 713 430

[email protected]

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