Comments on: How to track the ROI of your digital marketing – perfectly! http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/ Bloom Media are an award winning 'full service digital agency', we provide ROI focussed digital campaigns for some of the UK's biggest brands. Fri, 18 Jun 2010 15:11:19 +0100 http://wordpress.org/?v=2.8.2 hourly 1 By: Alex Craven http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/#comment-323 Alex Craven Sat, 04 Jul 2009 03:21:43 +0000 http://www.bloommedia.co.uk/blog/?p=217#comment-323 Hi Shaun, Long time no speak! thanks for checking in... Totally agre with your comments and I know you have a lot of experience of this.. its an interesting thought, independent evaluation should be attractive to clients but how would their agencies feel? i suppose agencies shoudl embrace this.. it could take a lot of the headache away and allow them to concentrate on using the data to plan future strategy and activity rather than crunching the numbers. Could this be a guise we see you in at some point on the future then? Cheers Alex Hi Shaun,

Long time no speak! thanks for checking in…

Totally agre with your comments and I know you have a lot of experience of this.. its an interesting thought, independent evaluation should be attractive to clients but how would their agencies feel? i suppose agencies shoudl embrace this.. it could take a lot of the headache away and allow them to concentrate on using the data to plan future strategy and activity rather than crunching the numbers. Could this be a guise we see you in at some point on the future then?

Cheers

Alex

]]> By: Shaun Lohman http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/#comment-318 Shaun Lohman Sat, 27 Jun 2009 04:22:21 +0000 http://www.bloommedia.co.uk/blog/?p=217#comment-318 Nice outline of the issues Alex. A fundamental issue when measuring ROI is that there is rarely a single independent view of results. A well known issue is with affiliates taking credit for a sale that was 'closed' by another media - say a PPC keyword. Many people think that they have that sorted by only awarding sales to affiliates when they were the last click or the first click. However, clearly other media played a role in the sales process and so contributed to the sale. This happens with all media channels and is exacerbated when different agencies use their own reporting tools. The only one suffering here is the client who does not have an accurate picture of marketing performance, and their marketing efforts are not being optimised holistically. In my opinion this is best solved by an independent results company, with full buy-in from all parties. Know of any? Nice outline of the issues Alex.

A fundamental issue when measuring ROI is that there is rarely a single independent view of results. A well known issue is with affiliates taking credit for a sale that was ‘closed’ by another media – say a PPC keyword. Many people think that they have that sorted by only awarding sales to affiliates when they were the last click or the first click. However, clearly other media played a role in the sales process and so contributed to the sale.

This happens with all media channels and is exacerbated when different agencies use their own reporting tools. The only one suffering here is the client who does not have an accurate picture of marketing performance, and their marketing efforts are not being optimised holistically.

In my opinion this is best solved by an independent results company, with full buy-in from all parties.

Know of any?

]]> By: stuartpturner http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/#comment-214 stuartpturner Sat, 21 Mar 2009 05:14:10 +0000 http://www.bloommedia.co.uk/blog/?p=217#comment-214 Really good post Alex. This is such key area to get right from both the client and agency point of view. Clients often want to know that their money is being well spent, but do not have the relevant tracking in place or even knowledge on how to implement this. As a result it's very important that the agency the employ has a clear approach to tracking and can explain this to the client, as well as making them aware of the areas where it is not 100% accurate. Really good post Alex.

This is such key area to get right from both the client and agency point of view.

Clients often want to know that their money is being well spent, but do not have the relevant tracking in place or even knowledge on how to implement this. As a result it’s very important that the agency the employ has a clear approach to tracking and can explain this to the client, as well as making them aware of the areas where it is not 100% accurate.

]]> By: Alex Craven http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/#comment-213 Alex Craven Sat, 21 Mar 2009 05:13:55 +0000 http://www.bloommedia.co.uk/blog/?p=217#comment-213 Also I'm guessing your clients are used to evaluation in terms of reach, impressions etc if not hard ££'s. At least on the basis of hits there is a similar comparision to reach of TV or Press advertising?? not ideal but a start? (probably teaching you to suck eggs tho?) Also I’m guessing your clients are used to evaluation in terms of reach, impressions etc if not hard ££’s. At least on the basis of hits there is a similar comparision to reach of TV or Press advertising?? not ideal but a start? (probably teaching you to suck eggs tho?)

]]> By: Alex Craven http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/#comment-211 Alex Craven Fri, 20 Mar 2009 15:16:58 +0000 http://www.bloommedia.co.uk/blog/?p=217#comment-211 thanks mark. Yes its much more difficult when the client's route to market is via intermediaries such as highstreet retailers/supermarkets.. have to say thats why I love working on 'sharp end' strategies where the results are tangible and we can wallow in the glow of fantastic ROI. I wonder if the bar code to your phone might change things..? so e-vouchers are redeemed via scanning the screen of your mobile phone? or is that what you were referring to? That said FMCG brand managers must be used to the difficulties of measuring ROI.. building brands via tv and press must be very hard to allocate cost to benefit. thanks mark. Yes its much more difficult when the client’s route to market is via intermediaries such as highstreet retailers/supermarkets.. have to say thats why I love working on ’sharp end’ strategies where the results are tangible and we can wallow in the glow of fantastic ROI.

I wonder if the bar code to your phone might change things..? so e-vouchers are redeemed via scanning the screen of your mobile phone? or is that what you were referring to?

That said FMCG brand managers must be used to the difficulties of measuring ROI.. building brands via tv and press must be very hard to allocate cost to benefit.

]]> By: Mark Dolby http://www.bloommedia.co.uk/blog/strategy/how-to-track-the-roi-of-your-digital-marketing-perfectly/#comment-210 Mark Dolby Fri, 20 Mar 2009 14:40:50 +0000 http://www.bloommedia.co.uk/blog/?p=217#comment-210 Nice post. Had an interesting conversation with a client recently about ROI. For FMCG brands ROI of online activity is a constant challenge because even if you look at registrations or competition entries as a point of conversion it is almost impossible to tie that back to sales. E-couponing is one way around this but most of the systems are so poor that they aren't popular with many consumers. Nice post. Had an interesting conversation with a client recently about ROI. For FMCG brands ROI of online activity is a constant challenge because even if you look at registrations or competition entries as a point of conversion it is almost impossible to tie that back to sales. E-couponing is one way around this but most of the systems are so poor that they aren’t popular with many consumers.

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