1. Measuring Value Digital Marketers Meetup - April 23rd, 2014

2. Ridho Putradi SGara Founder and CEO of InboundID (http://www.inboundid.com) Founder and CEO of PartnerIklan (http://www.partneriklan.com) Founder and Principle of Class.im (http://www.class.im) Ex Vizury, Wego, Gopher, LaSalle College International, Bubu Marketers, 24/7 @idowebid ido@inboundid.com http://www.inboundid.com +6281843546 3. Lets share, bring that questions out! 4. The Traditional 3-Step Mental ModelZero Moment Of Truth (ZMOT) 5. . back in the 70s 6. Story Telling, The Digital World http://www.youtube.com/watch?v=OnXijAxiy8g "We are living in the world where we have unlimited amount of outlets to do what we want to do in our time Gary Vaynerchuck 7. Measuring values, not fat numbers 8. Even the smallest marketing things we digitally do are measurable! 9. Digital Data Huge Volume & Cheap 10. Are You Measurable? 11. HITSHow Idiot Track Success 12. Digital Data Sources + InternalExternal 13. The Measurement Pyramid Goals Key KPIs User Indicators Progress to achievements Secondary goals and indicators Data that improve process 14. Goal Increase leads by 10% and lower cost per acquisition by 20% Key KPIs User Indicators Unique Visitors Page Views Social Metrics Keywords Conversion rates Email responses Cost per leads by channel Key Metrics: # of Leads / % of increase Cost Effectiveness 15. Defining Your Goals 16. 1st Question To Ask Who is My Website For? (Remember the personas?) 17. Have you identified your buyer personas? David Background - Digitalpreneurs - Manage his own digital agency for the last 4 years - Frequent flyer - In relationship Demographics - Male - 30 45 - Income: 80 M Rp 100 M Rp Goals - Looking for partners and vendors for his client service Etc .. 18. Imagine Car Wash? 19. What Do I Want Them To Do On Your Digital Assets? 20. Learn, Listen and Leverage 21. Behavior Flow 22. User Behavior 23. The Consumer Journey 24. Listen 25. Social Metrics Traffic from social media think about conversion Brand mention Product interest Engagement Reach 26. Bonus 3 Be of Social Media Marketing Be Human! 27. Be Valuable 28. Be Local 29. Leverage 30. Goals Visualization INDONESIAS #1 BANK CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT KPIs: Branded search traffics Target: 10 K / month KPIs: Product Sales Target: 100 Aplications KPIs: Visitor Loyalty Target: 30% 31. You Cant Measure What It Is You Do Not Value Brian Solis 32. Goals Visualization INDONESIAS #1 BANK CREATE AWARNESS CONVERT LEADS WEBSITE ENGAGEMENT KPIs: Branded search traffics Target: 10 K / month IDR 1000 per UV brand traffics KPIs: Subscribe to newsletter Target: 100 subscriber IDR 5000 per subscriber KPIs: Page Per Visit Target: 4 IDR 500 per page visited 33. Cost Per Conversion by Channel Channel CPC / CPV / CPM Sessions Cost CVR Conversion Cost Per Conversion Google AdWords 500 6500 3250000 1.20% 78 41667 SEO 850 11500 9775000 3.15% 362.25 26984 YouTube 300 3400 1020000 0.50% 17 60000 34. Simple ROI by Channel Channel CPC / CPV / CPM Sessions Cost CVR Conversion Cost Per Conversion Revenue * ROI Google AdWords 500 6500 3250000 1.20% 78 41667 7800000 140% SEO 850 11500 9775000 3.15% 362.25 26984 36225000 271% YouTube 300 3400 1020000 0.50% 17 60000 1700000 67% Revenue per conversion IDR 100,000 35. Content Experiments 36. Conversion Rate Optimization A/B Testing 37. Conversion Rate Optimization Multi Vitiate Testing 38. Conversion Rate Optimization Behavioral Testing 39. Awareness Familiarity Likeability Consideration Action Ownership Opinion forming Research & Short list Action Inquiries Increase Usages Get Attention Connect Inspire Persuade Convert Retain Maximize Quality Optimize Functionalit y Optimise Content Maximize Sales Optimise Conversion Rates Maximize Usage Competitive Data Usability test Quality Research Drop-out analysis Surveys Media Drop-out analysis CRM Data Click Stream Unique Visitors Site Engagement Content Engagement Conversion Rates Repeat Orders Funnel Behavior Strategy Objective Data Source KPI Funnel Visualization 40. Digital: The devil is in the details 41. Attribution Multi-channel attribution modeling 42. Last Interaction 43. Youre Fired! 44. Last Non Direct Interaction 45. Youre Fired! First Interaction 46. Youre Fired! 47. Linear 48. Time Decay 49. Position Based 50. Real Live Conversion Path 51. Attribution Madness 52. Attribution Madness 53. Custom Attribution 54. Sample of Attributions Display Search Direct Social Paid Search Conversions 55. Sample of Attributions Display Search Direct Social Paid Search Order Value (Margin) = IDR 50000 Cost per acquisition (all channel combined) = 35000 56. Experiment Measure Apply 57. Bonus: Integrating Your On- Ground and Online Marketing 58. Start Measuring! Stop Assuming! Thank you Lets brainstorm