maximise profits by defining your metrics at every step of your marketing

Keep Calm Calculate

ON By Dr. Som Singh

[email protected] +91 9535000016

Copyright @. Unspun Consulting Group

About Unspun Consulting Group

• Marke'ng Consul'ng Services •  Products to scale & measure •  Content Marke'ng •  Digital Marke'ng •  Public Rela'ons •  Training

What we offer

We are a dynamic team of research & crea've heads comprised of marke'ng,

technology, data science, design, communica'on specialists and digital

media experts

We provide service to organiza'ons looking for a partner for their marke'ng and

communica'on requirements

At Unspun we leverage Technology & Drive ROI for every penny spent

We deliver on numbers


Why Unspun ?

We strategize • What works for ‘XYZ’ may not work for ‘ABC’ and that every company is unique and needs a dedicated marke'ng strategy to allow them to shine

• We develop ini'a'ves, campaigns and ideas that reinforce your marke'ng requirements. By eleva'ng the marke'ng strategy through planned, measured, tac'cal execu'on, we become a part of your organiza'on

Our USP • We are India’s only research lead marke'ng company

• We are VC funded • We work as an extended Marke'ng Team with the Clients and become there strategic partners in providing them insights in both geographical as well as ver'cal expansions


Our Products and Service

Act™ •  ACT, Unspun's market discovery tool crawls across 250 live data sources, analyzing & recommending the perfect marke'ng channels for your business needs.

Engagema'k™ •  Helps to increase social presence for a brand and increase social engagement

MyPR™ • MyPR.io, the world’s 1st PR automa'on pla\orm facilitates startups and SME's to drive a range of online PR ac'vi'es across geographies traversing numerous media channels.

Digital Leadership Ins'tute •  Unspun’s training wing in partnership with CEE

So what are you tracking?

According to Forrester Research, as much as of the buyers’ journey may be complete before they contact a salesperson. During that 'me, marke'ng is responsible for moving prospects down the purchase path.

90%


Metrics and Analytics

Metrics : What you measure your marke'ng programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs).

Analy6cs : Using metrics to iden'fy trends and insights to inform decisions about your marke'ng efforts.

VS


So what is Metrics Driven Marketing ? Ø  Metrics Driven Marke'ng is the marke'ng process that

applies detailed metrics to every facet of marke6ng.

Ø  The goal of Metrics Driven Marke'ng is to beder predict returns on marke6ng investments and thus drive superior overall marke'ng results.

Ø  Metrics Driven Marke'ng ranges from very quan6fiable direct response marke6ng to more challenging measurement of brand awareness adver6sing.


Online Channels Ch

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Ads

Email Marke'ng

Content Marke'ng

SMS Campaigns

SEO

Social Media

Video


Marketing Funnel and Strategy

Reach •  Increase awareness •  Brand building

Nurture •  Improve lead quality •  Drive lead to conversion

Top of the Funnel

Bodom the Funnel


Top of the Funnel Metrics to Track Ch

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Email open rate, website traffic, opt-‐in

Display Ads awareness, brand recall

Search Ads Keyword performance, branded keywords

PR awareness, brand lih, website traffic, inbound links, referral traffic, unique visitors

Organic Social Media -‐ Shares, likes, comments

Paid Social Media awareness, brand recall and lih, website traffic, unique visitors


Lower Funnel Metrics to Track Ch

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Email Marke'ng open rate, returning visitors, form fills, reten'on rate

Search Marke'ng Leads, keyword & source performance, 'me

Paid Search leads, cost per lead, form fills, MQLs

Display Ads Display Ads leads, cost per lead, form fills, MQLs

PR leads, cost per lead, returning visitors

Gated Content Form fills

Paid Social Media Leads, cost per lead, returning visitor

Webinars/Demos/Trials

Reten'on rate, leads, closures


B2B – SaaS Use case

Ads for Lead genera'on – Google search and Display

Content marke'ng on Referral sites Social Media for awareness

Webinars for nurture Email Marke'ng for Nurture


B2B – SaaS Use case

Ads – 60% of the leads generated from Ads. Only

10% get MQL

Content marke'ng on Referral sites – Referral site

contributes to 35% of overall website traffic

Social Media for awareness – Page has an average

engagement of 2 likes on every post

Webinars for nurture – A reten'on rate of 12%

Email Marke'ng for Nurture – Contributes to 12% of overall leads. 49%

gets MQL


Example of Tracking Metrics Sample of a B2B product company

Month Channel Spent Leads MQL Moved to oppourtu

nity Lost Won Revenue

Dec-‐15 Display Ads 200000 120 12 2 1 1 50000

Dec-‐15 Seach Ads 130250 157 24 6 2 4 200000

Dec-‐15 Email Marke'ng 24000 51 25 22 14 8 400000


Customer Lifetime Value In marke'ng, customer life'me value (CLV) (or ohen CLTV), life'me customer value (LCV), or life-‐'me value (LTV) is a predic6on of the net profit aIributed to the en6re future rela6onship with a customer.

Revenue made/year on Sohware subscrip'on X Number of years Acquisi'on Cost -‐


LCV – Basic Calculation

Other Factors to consider

Support cost

Other marke'ng/sales cost

Discount /year (In case of AMC) Upselling

and its revenue etc

Likelihood to retain

Average Acquisi'on Cost 1000 Average revenue per year 5000 Customer life'me in years 4

LCV 19000

In case of Ecommerce •  Avg. orders/year •  Churn rate

Do you need to know more ?


PPC

•  Impressions •  Based on the network – impression share (as compare to compe'tors)

•  CTR •  CPA – The money spent on each acquisi'on (form fill, interest etc)

•  Others •  Ad quality score, Ad posi'ons

•  ROI • With ads it is direct calcula'on

PPC


Email marketing


Open Rates across Industries

B2B Online products have an average of 10% -‐ 15% open rate

Hospitality has a 25% open rate


Email Marketing

• Open Rates – Subject line, Database, 'me, day etc. •  Bounce and unsubscribe rate •  Ac'ons on the emails •  Clicks on links, visits from the email to your website, leads

•  Leads and assisted leads •  Conversions

Email Marke'ng


Content marketing

61% 61% of customers are likely to buy from a brand that shares custom content

B2B companies find 67% increase in leads per month when they create content 67%


Metrics from Content Marketing •  Marketers spent an average of 25% of their marke'ng budget on content •  8% of marketers onsider themselves very successful at tracking the ROI of their content

marke'ng

Consump'on Sharing

Lead Genera'on Sales (Closures)


SEO

• Sessions/visits • Bounce Rate • Goal comple'on and comple'on rate • Referral sites • Ecommerce goal conversions

SEO Metrics


AK Digital Dashboard


Assisted Conversions


Social Media


Social Media Key Metrics

• Engagement on content • Follower, Likes count • Traffic to website – Unique visits, returning visits

• User persona • Campaigns – Leads, MQL etc.

Social Media


Top metrics for a Ecommerce company

Sales by 'me period Sales by product/service Sales by lead sources

Revenue per sale New v/s returning customer sales Customer Life'me Value

Thank You