dynamics day 2012: driving campaign roi with email marketing, social engagement and an integrated...
DESCRIPTION
Measuring the success of your marketing campaigns has always been a combination of art and science. In this presentation, find out how you can measure the true return on investment (ROI) for your social media and email marketing campaigns and how these marketing initiatives tie in with activity on your website. Find out how Dynamics CRM in combination with the top-rated add-on ClickDimensions can deliver the complete ROI picture on campaigns.TRANSCRIPT
Driving Campaign ROI with Email
Marketing, Social Engagement and an
integrated Web Experience
@FozzyNZ
http://nakedcrm.com http://www.linkedin.com/in/stevefoster
http://www.intergen.co.nz/blog
Steven Foster, CRM Product Manager
#dynamicsday
Dynamics CRM Campaign ROI
Steven Foster
My role is to drive the Microsoft CRM business, delivery and partner relationships
People call me passionate about CRM and even an evangelist!
I have been working in the field of CRM for over 14 years, implemented many CRM and xRM
solutions and have experience across a broad range of CRM technologies, industries and countries.
Steven Foster
CRM Product Manager
Our Agenda
Definition of Campaign ROI
How can I measure ROI
Demo and Summary
A better world with Dynamics CRM
Increase the Marketing dollars in the Pipeline
Dynamics CRM Campaign ROI
How do you define Marketing ROI? Simplest Format: Measurement of the effectiveness of each
dollar spent on Marketing efforts
■ In other words, how many dollars in the pipeline can be attributed to each campaign undertaken, whether it is via:
■ Visiting the website
■ Email Marketing
■ Social Engagement
■ Event
Dynamics CRM Campaign ROI
What are the campaign costs?
■ Campaign Activities
■ Letters / Flyers
■ Phone
■ Content i.e. Website, flyers, banners, articles
■ Advertising costs which may be on-going if online and click through
■ Miscellaneous i.e. catering, marketing materials, address validation
Dynamics CRM Campaign ROI
So how can we increase the marketing dollars in the pipeline?
■ But need to ensure accurate capture of the Lead Source and Source Campaign to enable
the measurement of it
Dynamics CRM Campaign ROI
But we want to be able to Measure the effectiveness of all of this activity?
■ Estimated and Actual Revenue Generated by Campaign vs. Costs
■ Number of leads and opportunities that were created
■ Website traffic as a result of the campaign
■ Conversion rate of landing page to lead
■ Conversion rate of content
■ Conversion rate as a result of social engagement
Dynamics CRM Campaign ROI
But how can we measure or calculate ROI? When …
Marketing
List ≠ List
Campaign ≠ Campaign
Lead (Prospect) ≠ Lead
Surveys
Web Site
Analytics
Social
Discovery
and/or
Monitoring
CRM
Marketing
?
?
Dynamics CRM Campaign ROI
Customer Web Site(s) ClickDimensions on
Windows Azure - ClickDimensions API
All Data in One Place
- Dynamics CRM data
- Email Marketing Data
- Web Analytics Data
- Surveys, Social
Recipient Inboxes
Dynamics CRM and ClickDimensions Better Together
Dynamics CRM Campaign ROI
Web Tracking
Campaign Tracking
Landing Pages
Email Marketing
Social Discovery
Nurture Marketing
Lead Scoring
Form Capture
Search/Advertising
API (with Event and eCommerce Tracking)
Surveys
Subscription Management
Extending CRM with ClickDimensions
Leads, Contacts, Accounts and Opportunities
Marketing Lists Campaign management Dynamics CRM OOB
ClickDimensions
Dynamics CRM Campaign ROI
Capturing Costs Using Dynamics CRM
Dynamics CRM Campaign ROI
Dynamics CRM Standard Campaign Reports
Dynamics CRM Campaign ROI
Dashboards–Web Traffic, Forms and Revenue
Dynamics CRM Campaign ROI
Charting Campaign Revenue by Cost
Dynamics CRM Campaign ROI
Tracking Web and Social Interaction
■ Web Traffic – Track by adding a Google analytics like script straight into Dynamics CRM
■ Tracking Source Entry Points i.e. Twitter, LinkedIn, Facebook posts etc
■ Include the following at the end of your url ?s=<<INSERT CAMPAIGN
REFERENCE>>, to identify how people are finding you
Dynamics CRM Campaign ROI
Demo
Campaign Measurement
Creating Landing Pages
Capturing Web Traffic
Dynamics CRM Campaign ROI
In Summary
■ Campaign ROI = Measurement of the effectiveness of each dollar spent on Marketing efforts
■ Dynamics CRM can facilitate the capturing of the information to support ROI calculation
■ Marketing Extensions can increase the accuracy and reduce the manual association back to Campaigns
■ You need to ensure you have processes to manage Leads and Opportunities and associate to the appropriate Lead Source and Campaign
Do you want to know more?
Find me in the Experience Lounge at the end of this presentation.
Any questions?
Thank you [email protected]