The great advantage of digital media is the segmentation and high degree of measurement it provides, capable of providing with precision how much investment is bringing in effective returns for your business.
If you have ever received an online media proposal from a portal, or even an online media plan from your agency and you don't know what return on investment you can achieve, GET READY! You're in the right place! This post aims to help digital marketing professionals face one of the biggest challenges in the digital media area: measuring results before the campaign is even launched.
A major barrier when approving an online media investment is estimating the Return on Investment (ROI) . It is common to hear managers in companies ask the old million-dollar question: “If I invest $$$, when will I see a return?” At this point, many projects unfortunately remain on paper.
In digital marketing, it is vital for a chile mobile database professional to know the meaning and logic of various performance indicators, especially those related to their goals. After all, you have to know whether or not you are on the right track. Incidentally, changing course midway is another advantage of digital media.
Below, I share three different ways to measure results, but remember that this is an estimate, which is completely different from guaranteeing media results. For God’s sake, huh…
1st Path: Estimate ROI of an e-commerce with a media proposal from a portal
Imagine the following scenario: you are a marketing analyst at a large pharmaceutical company. Your manager asks you to evaluate whether the media proposal he received from a large portal in your region is good for the promotional campaign that is about to be launched.
With the proposal in hand, the marketing professional is often unsure whether paying impressions with the intervention format on the home page of portal xyz is really the most appropriate or not.
It is important to know your business's numbers well. At this point, you will need to know two important indicators: 1st the conversion rate, 2nd the online store's average ticket. If you do not have these values, you will have to deduce the values based on the average value of your segment. In this example, we searched for the data in Google Analytics for the e-commerce. Here are the values for calculation purposes:
Now, with the portal media data and the basic e-commerce information, we can start estimating the ROI of this media proposal. But first, we need to know by heart how other indicators are calculated, such as: CTR (%) – click-through rate, number of orders, revenue and ROI. See the calculation summary.
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