Mari Luukkainen

Navigating ROI in the post-GDPR, cookie-less marketing landscape

Mari Luukkainen -

In the era of GDPR and stringent cookie policies, deciphering the profitability of your marketing activities can seem akin to solving a complex jigsaw puzzle. With data privacy regulations getting tighter, marketers worldwide are grappling with the challenge of accurately measuring their Return on Investment (ROI).

However, it's important to understand that while these changes pose challenges, they also present opportunities to reimagine our approach to tracking and measuring marketing ROI.

The broader scope of marketing ROI

The first point to emphasize is that your marketing ROI is more than just advertising costs. You must consider the overall cost, including internal expenses such as salaries, outsourcing, and the price of tools and technologies you're leveraging in your marketing stack. It’s these all-encompassing calculations that provide an accurate representation of your marketing ROI.

The key to measuring marketing ROI effectively in a post-GDPR, cookie-less world is a shift towards a more holistic view of customer engagement. Here are three strategies you can use:

  1. First-Party Data Collection: In the absence of third-party cookies, first-party data becomes invaluable. Encourage your audience to share their data by providing value in return - this could be access to premium content, personalized product recommendations, or exclusive deals and discounts.
  2. Contextual Advertising: As we move away from personalized ads, contextual advertising is making a comeback. This approach involves placing ads in relevant contexts, such as a fitness ad in a fitness blog. While this does not directly track ROI, the relevance of the ads can increase the chances of audience engagement, contributing to profitability.
  3. Customer Relationship Management (CRM): With GDPR compliant CRM systems, businesses can track customer interactions and transactions, which can be crucial for calculating ROI. By integrating CRM data with sales data, businesses can gain insights into the efficacy of various marketing efforts and calculate the ROI accurately.

Tracking marketing ROI on Google Spreadsheet

Once you've collected the data, Google Spreadsheets can be a simple and effective tool for tracking your marketing ROI. Here's how you can do it:

Step 1: Set Up Your Spreadsheet

Create a new Google Spreadsheet and set up columns for different categories like Marketing Activities (such as email marketing, social media campaigns), Salaries, Outsourcing, Tools, Advertising, and Revenue.

Step 2: Input Your Data

Under each category, list down all the expenses and returns. For instance, under Salaries, list down the salaries of all the employees involved in marketing activities. Similarly, under Revenue, list down all the revenue generated through these activities.

Step 3: Calculate ROI

You can calculate the ROI for each activity by using the formula (Revenue - Cost) / Cost. This can be set up in Google Spreadsheets using the formula =(B2-A2)/A2, assuming A2 is the cost and B2 is the revenue.

Step 4: Analyze and Optimize

By visualizing the ROI, you can identify which activities are yielding a positive return and which ones are not performing as expected. This will help you optimize your budget allocation and strategize for better performance.

In conclusion, while GDPR and stringent cookie policies have undoubtedly made it challenging to track marketing ROI, they have not made it impossible. By shifting our focus towards a more holistic and customer-centric approach, we can effectively navigate this new landscape and continue to measure and optimize our marketing ROI. The key is to remain flexible, adaptable, and willing to experiment with new strategies and tools.