The ability to track and measure accountholders’ online behavior is growing more powerful by the day. Everyone wants to track the elusive ROI (return on investment) of their marketing and advertising dollars. But there’s a shift in thinking about capturing the digital accountholder; it’s the power of building a successful ROE (return on engagement) strategy. This new ROE metric may need to become part of the overall ROI calculation of your digital marketing strategy. This session will provide marketing professionals with tangible methods to measure the effectiveness of their digital marketing campaign.
Are you familiar with terms like conversion rate, click-through rate, cost per lead, cost per conversion, etc.? Learn about these terms, free tools to begin your tracking and engagement efforts, and how to determine if your results are average, need improvement, or if you’re knocking it out of the park!
- The 80/20 rule of profitability: not all accountholders are created equal
- Key performance indicators (KPIs) that impact online performance
- Extracting meaningful data from social networking platforms to measure engagement and interaction
- Importance of ROE and how it differs from traditional ROI measurement strategies
- Engagement and response rate benchmarks to measure against industry norms
- Measuring your “personal ROI” and engagement activity when acting as an employee on social networking sites
- TAKE-AWAY TOOLKIT
- Downloadable tip sheet for setting up a Google Analytics account to automatically track KPI data
- Employee training log
- Quiz you can administer to measure staff learning and a separate answer key
WHO SHOULD ATTEND?
This session will benefit senior management, marketers, retail and lending staff, and compliance personnel.
SPEAKER: Eric C. Cook, WSI Internet Consulting
During a successful 15-year banking career, Eric Cook was the “driving force” behind many of his bank’s strategic technology initiatives, taking his community bank online in 1995 as one of the first “hometown” banks in the nation with a presence on the web. Starting as a teller, when Eric left banking in 2007, he was regional president for a Michigan-based, publicly-traded community bank.
Today Eric owns his own digital agency, primarily focused on helping community financial institutions better understand and leverage the power of the internet. A two-time contributing author to the best-selling book Digital Minds: Twelve Things Every Business Needs to Know About Digital Marketing, he also is on faculty at several banking schools around the country where he teaches others how to prepare to engage and build relationships with today’s digital consumer. Eric combines his hands-on experience with state-of-the-art digital marketing solutions to help his clients achieve success online and is a sought-after speaker on social technology, digital strategy, and online business trends.