2016 03-14 - lethbridge university - stop wasting your budget

MANAGEMENT STUDENT PROFESSIONAL DEVELOPMENT

“ Half the money I spend on advertising is wasted; the problem is don’t know which half. – John Wanamaker

– First retailer to place a half-page newspaper ad (1874)– And the first full-page ad (1879)

AGENDA

• Marketing Metric ROI Model

• Case Study: Grants

International

• Advertising & Testing Model

MARKETING METRICS SYSTEM

METRICS(/)

MEASURES(Data) KPIsMARKETING

AND SALES

Investment $

Cost $ per ImpressionVisit Rate

%V / I

Lead Rate %

L / VOffer Rate %

O / LTake Rate

%S / O

Revenue $ ROMI $

Cost $ per Visit

Cost $ per Prospect

Cost $ per Offer

Cost $ per Sales

17 Essential Marketing Metrics

https://www.linkedin.com/pulse/17-essential-marketing-metrics-customer-acquisition-jeff-nelson

“DO MORE WITH LESS”

WHEREDID YOU

HEARABOUT

US?

This Question Is Key

VERY WORTHWHILE BENEFITS

• Maximum return on most marketing dollars• Continue buying or buy more• Stop buying when leads dry up• Monitor if campaigns meeting expectations• Predict volume of leads and staff accordingly• Set accurate sales targets• Test new media and A-B test in existing media• Negotiate price on media buys

TIPS TO CUT WASTE

• Know your funnel• Ask the key question• Know your measures• Know your KPIs• Test to beat control

MX3 METRICS SOFTWARE – MEASURES

MX3 METRICS SOFTWARE – CHANNEL DETAIL

MX3 METRICS SOFTWARE – TRENDS

Digital Marketing

Tips for Digital Marketing

Tips for Digital Marketing

Compound Annual Growth Rate

QUESTIONS?@JeffXNelson @JakeBlumes