- eConsultancy’s Jump London October 12, 2011-                                        ONLINE INTELLIGENCE SOLUTIONS-
ONLINE INTELLIGENCE SOLUTIONS
1. Understand your goals2. Develop meaningful KPIs3. Measure everything4. Monetize everything5. Have an „action plan‟     ...
• Consider every possible  scenario• Clearly understand the  purpose of all your  marketing activity• Know to which goal i...
ONLINE INTELLIGENCE SOLUTIONS
• Clear• Meaningful• Revenue Based                  ONLINE INTELLIGENCE SOLUTIONS
ONLINE INTELLIGENCE SOLUTIONS
“Enterprises need to align their organizations with consistent andinsightful measurement and decision support systems that...
The Great                                              Firewall“the splintering and dividing                              ...
„Splineternet‟ as it                                    Printapplies to those of us                          3rdhere today...
Owned                SEO                • Website                • Apps                • Fan PagesEarned                  ...
£ € $    ONLINE INTELLIGENCE SOLUTIONS
ONLINE INTELLIGENCE SOLUTIONS
• It‟s complicated but not impossible• Remember that Cost Savings is  “revenue enhancement”• If you don‟t have cost data, ...
“On average 55% of the gross benefit of e-commerce in the casestudies came from efficiency savings, and the remaining 45 p...
Your revenuefigures drop by50% for a day?A week?A month?          A famous blogger or                  site writes a criti...
1. Know what you want to achieve2. Develop supporting KPIs3. Measure everything4. Monetize everything5. Have an „action pl...
David Mulhall-BrownCountry Manager UK & Irelanddavid.brown@atinternet.com     ONLINE INTELLIGENCE SOLUTIONS
ONLINE INTELLIGENCE SOLUTIONS
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5 tips for measuring & optimising multi-platform marketing, AT INTERNET jump 2011

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With the growing number of marketing platforms and measurement techniques, it more important than ever to remember 'the basics'. This presentation will go though the 5 steps to ensure you have a robust reporting framework in place that will accommodate any new technology or measurement technique."

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  • Originally going to talk about EU Cookie Legislation but it was already taken by our friends at WebtrendsSaw that this topic had been ‘chosen’ for me by eConsultancy“Cross-platform” measurement could take hours to discuss.. How to boil it down to 30 minutes?
  • Make sure you unearth ALL of the possible goals for the site. Get every ounce of value possible.Make sure EVERYONE KNOWS WHAT ALL OF THE GOALS ARE.At least one KPI to measure the progress of each goal.Establish baselines and targets for each KPI.Targets can be % or actual figures – doesn’t matter.Measure everything you possibly can, and start measuring as early as you can.If it doesn’t have a £ or € sign, don’t report on it. (not to the board, at least)Know what you want to do when the numbers aren’t what you expect.
  • The point of this video is to demonstrate how a lot of marketing teams react – that is they fall in love with the ‘next big thing’ and focus a lot of time and energy on it until, SQUIRREL! – the next, ‘next big thing’ comes along and again and againMarketing teams need to ensure they understand exactly how the new widget is going to
  • This slide shows what monetary information on each and every user currently on the site.
  • Transcript of "5 tips for measuring & optimising multi-platform marketing, AT INTERNET jump 2011 "

    1. 1. - eConsultancy’s Jump London October 12, 2011- ONLINE INTELLIGENCE SOLUTIONS-
    2. 2. ONLINE INTELLIGENCE SOLUTIONS
    3. 3. 1. Understand your goals2. Develop meaningful KPIs3. Measure everything4. Monetize everything5. Have an „action plan‟ ONLINE INTELLIGENCE SOLUTIONS
    4. 4. • Consider every possible scenario• Clearly understand the purpose of all your marketing activity• Know to which goal it relates ONLINE INTELLIGENCE SOLUTIONS
    5. 5. ONLINE INTELLIGENCE SOLUTIONS
    6. 6. • Clear• Meaningful• Revenue Based ONLINE INTELLIGENCE SOLUTIONS
    7. 7. ONLINE INTELLIGENCE SOLUTIONS
    8. 8. “Enterprises need to align their organizations with consistent andinsightful measurement and decision support systems that enablebusiness users to answer questions — such as, whathappened, why did it happen and what will happen? — across allareas of their business.”Gartner - "Key Issues for Analytics, Business Intelligence and Performance Management, 2011" ONLINE INTELLIGENCE SOLUTIONS
    9. 9. The Great Firewall“the splintering and dividing POS Facebook Systemsof the Internet due to variousfactors such as Internettechnology, commerce, poli Censoredtics, nationalism and Publisher Sites Paywalls Australiareligion” LinkedIn ONLINE INTELLIGENCE SOLUTIONS
    10. 10. „Splineternet‟ as it Printapplies to those of us 3rdhere today is used to Web Partydescribe the various Joined up measurementplatforms used to POS Mobileaccess marketingactivities TV ONLINE INTELLIGENCE SOLUTIONS
    11. 11. Owned SEO • Website • Apps • Fan PagesEarned Paid• Social NetworksDirect PPC • Email• Forums • PPC / Display• Organic • Affiliates Referrals • Sponsored Links• Word of mouth ONLINE INTELLIGENCE SOLUTIONS 1
    12. 12. £ € $ ONLINE INTELLIGENCE SOLUTIONS
    13. 13. ONLINE INTELLIGENCE SOLUTIONS
    14. 14. • It‟s complicated but not impossible• Remember that Cost Savings is “revenue enhancement”• If you don‟t have cost data, make reasonable assumptions• Get the finance team involved• Use data to forecast future performance ONLINE INTELLIGENCE SOLUTIONS
    15. 15. “On average 55% of the gross benefit of e-commerce in the casestudies came from efficiency savings, and the remaining 45 percent from additional revenue. Interestingly, businesses that madesmall and medium-sized investments in e-commerce saw a higherproportion of their return come from additional revenue whilethose making a large investment reaped the most benefit frombusiness efficiencies because their initiatives were typically aimed atgenerating these types of efficiencies.”Australian Government Department of Communications Information Technology and the Arts“Advancing with eCommerce – Summary Report" ONLINE INTELLIGENCE SOLUTIONS
    16. 16. Your revenuefigures drop by50% for a day?A week?A month? A famous blogger or site writes a critical article about your brand? ONLINE INTELLIGENCE SOLUTIONS
    17. 17. 1. Know what you want to achieve2. Develop supporting KPIs3. Measure everything4. Monetize everything5. Have an „action plan‟ ONLINE INTELLIGENCE SOLUTIONS
    18. 18. David Mulhall-BrownCountry Manager UK & Irelanddavid.brown@atinternet.com ONLINE INTELLIGENCE SOLUTIONS
    19. 19. ONLINE INTELLIGENCE SOLUTIONS

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