FB

Organizational Marketing Reporting – Feb 2020

Executive Summary

  • February MTD, there have been 6254 cases sold, compared to 5,774 cases over the same period in January (8% increase)
  • Revenue increases:
    • Organic: 11% increase
    • PPC: -3% decrease
    • Referral: 5% increase

DDC Marketing Focus

  • Primary Team efforts focused on DNACenter com Redesign Efforts
  • Wpromote team optimizing spend PPC and new site efforts SEO
  • Design Efforts targeting collateral for Satellite Offices and Sales Banquet

DDC Marketing Insights

  • Call and Revenue volume 10 % to plan based on 14 % MoM Organic Traffic
  • Call and Revenue volume 10 % to plan based on 9 % MoM PPC Traffic
  • Increase in Amazon Paternity and Fertility sales but lagging MoM plan by 7

Marketing Efforts: DTC

  • Of cases sold in February, there are:
    • 5,935 paternity cases
      • 726 immigration cases
    • 285 prenatal cases
    • 34 other cases (twin zygosity, allele sizing, etc.)

PPC-US

  • MTD PPC spend is $90,157.85, which is a -5% decrease compared to the same period in January
  • MTD PPC revenue is $254,370, down -3.0% from $262,293 MTD in January
    • This may be due in part to switching over campaigns from DDC to WPromote
  • MTD PPC calls are 2,189, a 8% decrease from 2,375 over the same period in January
  • MTD online/cart PPC revenue is $3,009.92, a 2% increase MoM
    • MTD PPC online cases are 16, a 36% MoM increase

Organic

  • MTD organic revenue is $458,903.86, up 11% from $413,198.49 over the same period in January
  • MTD organic cases are 745, up 13% from 662 in the same period in January
    • 401 cases were paternity
    • 130 cases were immigration
    • 126 cases were prenatal
    • 88 cases were other (twin zygosity, maternity only, etc.)
  • MTD organic calls are 2478, up 13% from 2194 over the same period in January
  • MTD online/cart organic revenue is $11,574.43, a 61% increase MoM
    • MTD online organic cases are 50, a 53% increase MoM

Website

  • DNAcenter.com generated the following traffic MTD in February:
    • Users: 111,994 (32% increase MoM)
    • Sessions: 153,915 (32% increase MoM)
    • Pageviews: 246,314 (28% increase MoM)
  • The traffic is broken down into the following channels:
    • Direct: 49,354 (41.10%) (37% increase MoM)
    • Organic: 42,224 (35.16%) (34% increase MoM)
    • Paid: 26,993 (22.43%) (24% increase MoM)
    • Referral: 1286 (1.07%) (30% increase MoM)
    • Social: 269 (.22%) (52% increase MoM)
    • Email: 5 (<0.1%) (150% increase MoM)
    • Other: 8 (0.1%) (-47% increase MoM)

    Marketing Efforts: International/UK

    Cases/Revenue

    • MTD UK revenue is $89,188.51, which is 73% of January’s total (for the whole month)
    • MTD UK cases are at 354 MTD in February, which is 58% of January’s total (for the whole month)

    PPC

    • PPC Campaign Performance
      • Spend: $9,612.24
      • Clicks: 5,727
      • CTR: 11.85%
      • CPC: $1.68
      • Impressions: 48,340

    Website

    • DNAcentre.co.uk generated the following traffic MTD in February:
      • Users: 13,801 (23% increase MoM)
      • Sessions: 17,081 (19% increase MoM)
      • Pageviews: 29,248 (3% increase MoM)
    • The traffic is broken down into the following channels:
      • Direct: 5,894 (42.52%) (33% increase MoM)
      • Paid: 5,133 (37.03%) (-3% decrease MoM)
      • Organic: 2,685 (19.37%) (24% increase MoM)
      • Referral: 120 (0.87%) (-26% decrease MoM)
      • Social: 30 (0.22%) (114% increase MoM)
      • Bounce: 67.73% (4% increase MoM)

    Cases/Revenue

    • MTD, there were 354 UK cases sold, with $89,188.51 in revenue

      Marketing Efforts: Amazon/Retail

        • MTD Amazon revenue is $111,538 (14% from $97,425 in January)

        • Paternity:   

         

              • Ad Spend: $3639
              • Impressions: 553,712
              • Ad Sales: $21696
              • ACOS: 16%
              • Orders: 262

        • Fertility

         

              • Ad Spend: $12
              • Impressions: 391
              • Ad Sales: $51
              • ACOS: 24%
              • Orders: 2

        • Vasectomy

         

            • Ad Spend: $268
            • Impressions: 13,167
            • Ad Sales: $4,371
            • ACOS: 6%
            • Orders: 74
        • Retail revenue is $538,793.03 MTD, a 5% increase from $510,781.70 over the same period in January
        • MTD there are 4,006 retail cases, a 4% increase from 3593 over the same period in January
        • Amazon Performance Overview (By Product)
          • Fertility
            • Cases: 2,251
            • Total Revenue: $58,906.00
            • ASP: $26.17
          • Vasectomy
            • Cases: 603
            • Total Revenue: $36,054.00
            • ASP: $59.79
          • Home Paternity
            • Cases: 378
            • Total Revenue: $29.703.00
            • ASP: $78.58
          • UK
            • Cases: 302
            • Total Revenue: $4,735.00
            • ASP: $15.68

        Marketing Efforts: Referral

        • MTD revenue from referrals is $291,174.47, a 46% increase from $199,257.64 over the same period in January
        • MTD referral cases are 536, a 45% increase from 369 over the same period in January
        • Non-corporate account referral revenue MTD includes:
          • Partners/Affiliates
            • Cases: 370
            • Revenue: $215,258.32
            • Calls: 884
          • AABB/Satellite Offices
            • Cases: 409
            • Revenue: $245,731.42
            • Calls: 280
          • Medical Marketing
            • Cases: 175
            • Revenue: $75,916.15
            • Calls: 518

        Website

        • MTD, we have referral traffic from the following sources (traffic measured in users):
          • Americanpregnancy.org: 47 
          • Facebook: 63
          • DNAtesting.com: 35
          • SCC.ca: 33
          • Baidu: 27
          • DNAtestingchoice.com: 12

        Digital Marketing Efforts: Email

        • Over the last 3 months, our email campaigns have achieved:
          • Number of sends: 277,000
          • Open Rate: 12.45%
          • Click Rate: 1%
          • CTOR: 8.04%
        • Over the last 3 months, our Vet email campaigns have achieved:
          • Number of sends: 217,000
          • Open Rate: 11.58%
          • Click Rate: .51%
          • CTOR: 4.42%
        • Over the last 3 months, our corporate account emails have achieved:
          • Number of sends: 6,524
          • Open Rate: 35.59%
          • Click Rate: 3.74%
          • CTOR: 10.50%