Driving Campaign ROI with Marketing, Social Engagement and an integrated Web Experience
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1 Driving Campaign ROI with Marketing, Social Engagement and an integrated Web Experience Steven Foster, CRM Product #dynamicsday
2 Steven Foster Steven Foster CRM Product Manager 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.
3 Our Agenda Definition of Campaign ROI Increase the Marketing dollars in the Pipeline How can I measure ROI A better world with Dynamics CRM Demo and Summary
4 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 Marketing Social Engagement Event
5 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
6 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
7 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
8 But how can we measure or calculate ROI? When CRM?? Marketing Social Discovery and/or Monitoring Marketing List List Campaign Campaign Lead (Prospect) Lead Surveys Web Site Analytics
9 Dynamics CRM and ClickDimensions Better Together ClickDimensions on Windows Azure - ClickDimensions API Customer Web Site(s) All Data in One Place - Dynamics CRM data - Marketing Data - Web Analytics Data - Surveys, Social Recipient Inboxes
10 Extending CRM with ClickDimensions Campaign management Dynamics CRM OOB ClickDimensions Marketing Lists Leads, Contacts, Accounts and Opportunities Marketing Web Tracking Lead Scoring Surveys Social Discovery Campaign Tracking Form Capture API (with Event and ecommerce Tracking) Nurture Marketing Landing Pages Search/Advertising Subscription Management
11 Capturing Costs Using Dynamics CRM
12 Dynamics CRM Standard Campaign Reports
13 Dashboards Web Traffic, Forms and Revenue
14 Charting Campaign Revenue by Cost
15 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
16 Demo Campaign Measurement Creating Landing Pages Capturing Web Traffic
17 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
18 Do you want to know more? Find me in the Experience Lounge at the end of this presentation.
19 Any questions?
20 Thank you
21
Empowering Marketing and Sales using CRM and ClickDimensions
Empowering Marketing and Sales using CRM and ClickDimensions Steven Foster 16 th May 2012 Steven.foster@intergen.co.nz @FozzyNZ http://www.linkedin.com/in/stevefoster http://nakedcrm.com http://www.intergen.co.nz/blog
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