Return Conversions; How one Metric can change your Entire Company's Culture

Return Conversions How One Metric Can Change Your Entire Company's Culture A White Paper for Online Marketers August 2009 Return Conversions How One Metric Can Change Your Entire Company's Culture A White Paper for Online Marketers
Table of Contents Foreword ................................................................................................. 3 Return Conversions ................................................................................................. 4 Increasing Return Conversions ................................................................................................. 5 Increasing Existing Customer Return Conversion .................................................................... 9 The Long Term Approach ................................................................................................ 11 Background ................................................................................................ 13
Return Conversions How One Metric Can Change Your Entire Company's Culture A White Paper for Online Marketers PUBLISHED BY: FetchBack® 401 S. Mill Ave. Suite 201 Tempe, AZ 85281 Telephone 480.289.5555 Facsimilie 480.289.5550 Copyright © 2009, FetchBack, Inc. All rights reserved. No part of the contents of this document may be reproduced or transmitted in any form or by any means without the written permission of FetchBack, Inc. FetchBack is the registered trademark of FetchBack, Inc. All other trademarks are the property of their respective owners. http://www.FetchBack.com
Copyright 2009 FetchBack, Inc. All rights reserved Page 2 Return Conversions How One Metric Can Change Your Entire Company's Culture A White Paper for Online Marketers
Foreword
I've been in the online marketing space now for almost 15 years after creating the first corporate-sponsored game on the web back in 1995. In those days we were simply interested in learning. How would users react to such a shameless use of the web? Who was going to flame us for bastardizing such a pure space? How things have changed. 1Online advertising is an industry that was expected to grow to $27 Billion in 2008. As the market has evolved, so have the methods by which we measure success. Online marketing has had a profound effect on how we sell. So much so, that I believe it has created a shift in how marketers are addressing offline marketing initiatives. It's no longer acceptable to spend advertising dollars without fully understanding the return on your investment. One of the online market's strongest attributes is its ability to measure effectiveness of marketing dollars spent; yet at the same time this advantage is creating a weakness. For those in the Industry, we've all watched the marketer who becomes transfixed by spreadsheets and real-time data. It's great; depending on what data we're looking at and why. Are we leaving room in our data-driven marketing plans for what's next on the horizon? As the market continues to evolve, it will be important that you be aware of what data you're looking at and how you interpret it. With so many options, ad servers and analytic tools, it's even more important that industry leaders continue to innovate how we view this information. There's a new breed of organization emerging. These companies dominate their niche by employing industrial strength analytics across all of their marketing activities and operations. The companies that in the future will become leaders in their respective fields go way beyond skimming the surface, and become organizations where data and analytics become part of, and possibly drive, their culture. They are moving from "we think" when developing strategy to "we know". This White Paper is an effort to spur the evolution that's taking place on and offline. An evolution that looks beyond the simple click to conversion - a metric that marketers have used as a success metric for years. Beyond focusing solely on acquiring the single most expensive customer you have - a new one. The online marketplace is getting more competitive every day, and you can't afford to have a business that simply looks to the next new client to drive growth and sales. It's time more marketers recognize that a potential customer who clicks on your Google ad is only the starting point of the conversation, not the end. You can't afford to spend your pr... [download for more]