Optimizing Digital Marketing ROI For Non-Ecommerce Companies
Google Analytics, AdWords, Facebook, and most digital marketing platforms have built-in ecommerce tracking and optimization capabilities that enable quick out of the box ROI management. Unfortunately, the majority of business models are not ecommerce and cannot utilize these out of box functionalities for ROI tracking. Regardless of business model, companies need to hold digital marketing efforts accountable for driving ROI to improve investment efficiencies. Although elusive, ROI can still be managed and enhanced for non-ecommerce digital campaigns if the proper reporting infrastructure is created.
What we will cover…
Overview of digital marketing ROI tracking frameworks (ecommerce, lead generation, lead generation with revenue projections, lead generation integrated with CRM)
Tools used to create internal business intelligence reporting with digital marketing ROI
Tactics for passing non-ecommerce revenue to digital marketing platforms (AdWords, Facebook, etc.) for in platform optimizations
Cleveland Clinic Case Study: Non-Ecommerce Digital Marketing ROI Infrastructure