1. Gregg Driben Colin Reid How to Measure Digital Marketing Effectiveness

2. THIS GUY A few minutes about…

3. Pre-Marketing Career

4. Where I’ve worked

6. What am I doing here? Questions I ask myself daily

7. Why does everyone have an opinion about Marketing? Questions I ask myself daily

8. Why isn’t there a larger budget? Questions I ask myself daily

9. Is back-to-school season really here again? Questions I ask myself daily

10. What do I need to measure in this campaign? Questions I ask myself daily

11. Most Common Mistakes

12. Stop being so nice and educate your boss about proper measurement. Most Common Mistakes

13. Forgetting that content needs to be engaging Most Common Mistakes

14. Unrealistic goal-setting Most Common Mistakes

16. Forgetting about brand awareness Most Common Mistakes

17. Measuring the wrong data Most Common Mistakes

18. Lessons Learned

19. Always start with a plan and KPIs Lessons Learned

20. Make sure the right measurement infrastructure is in place Lessons Learned

21. Make sure you capture The ENTIRE customer journey Lessons Learned

23. Set up the right attribution model Lessons Learned

24. Use the top funnel to drive bottom funnel ROI Lessons Learned

25. Remember why you got into Marketing in the first place Lessons Learned

26. Copyright 2015 Market Data Retrieval Five tiers one measurable Cost per student enrollment (CPSE) Start with the student, not an event CPSE captures Media OPEX Five contributing tiers 1.Brand Indirect contributor Needs attribution models 2.Basic events Impressions, CTR, etc 3.Leads Contributing URLs CPA, CPL, CPC 4.Contact Contact rate Contactability Contact score 5.Conversion Enrollment Matriculation 26

27. Copyright 2015 Market Data Retrieval Building your funnel 27 Source: iFame Media 2015

28. Wait for thunderous applause Thank you