Please vote for us to speak at SXSW16 - http://panelpicker.sxsw.com/vote/53943
Definitively proving a positive ROI in digital marketing can be a challenge, even for the most seasoned of marketers. The challenge continues to increase as the landscape becomes increasingly fragmented.
If you’re currently managing multichannel campaigns but don’t know where to start to robustly demonstrate your activities are driving business results, then this slideshare is for you.
This slideshare is from a 4 hour workshop at SXSW Interactive 2015.
Overview:
Your Business: How to create meaningful and measurable digital outcomes.
The Right Stuff: Which tools will save you months of your life (and your sanity).
Making Data Make Sense: How to get real & actionable insights from your data to strengthen your business.
1ºBACH Economía Tema 5 Oferta y demandaGeohistoria23
Este documento contiene información sobre conceptos económicos como demanda, oferta, curvas de demanda y oferta, y factores que afectan la demanda y la oferta. Incluye correos electrónicos, enlaces a blogs, tablas y gráficos explicativos. Aborda temas como la ley de la demanda decreciente, la curva de demanda individual y de mercado, y los factores que pueden causar desplazamientos o movimientos a lo largo de las curvas de demanda y oferta.
Este plan de negocios describe una compañía que ofrece [PRODUCTO O SERVICIO]. Detalla el mercado, la competencia y la estrategia de marketing. El equipo de administración tiene experiencia relevante. Se requiere capital para establecer operaciones y alcanzar las metas de ventas proyectadas en los primeros años. De ser exitoso, este negocio podría [BENEFICIO FINAL].
Evidence: Describing my kitchen. ENGLISH DOT WORKS 2. SENA... ..
Evidence: Describing my kitchen. SENA.
ENGLISH DOT WORKS 2. SENA.
3. describing my kitchen. ENGLISH DOT WORKS 2.
activity 3 week 1. ENGLISH DOT WORKS 2.
actividad 3 semana 1. ENGLISH DOT WORKS 2.
Este manual describe las estrategias competitivas básicas para las empresas. Explica los componentes de la estrategia, incluidas las actividades primarias y secundarias. Luego describe varias estrategias genéricas como el liderazgo en costos, la diferenciación y la segmentación. También cubre estrategias a lo largo del ciclo de vida de la industria, estrategias de crecimiento y evaluación de la estrategia. El objetivo es ayudar a las empresas a desarrollar e implementar estrategias efectivas.
Este documento presenta una tesis profesional sobre la calidad en el servicio al cliente en una empresa química industrial. En la introducción, se describe brevemente el objetivo de evaluar la calidad del servicio al cliente en esta empresa. El capítulo 1 revisa conceptos clave sobre la calidad como la historia, definiciones, y sistemas de calidad. El capítulo 2 explora el servicio y satisfacción al cliente. El capítulo 3 presenta un estudio de caso para evaluar el servicio al cliente interno en la empresa química. La tesis concluye con recom
2. describing cities and places. ENGLISH DOT WORKS 2. SENA. semana 4 acitivda..... ..
Evidence: describing cities and places.ENGLISH DOT WORKS 2. SENA. ENGLISH DOT WORKS 2.
semana 4 acitivdad 2.ENGLISH DOT WORKS 2.
week 4 acitivty 2. ENGLISH DOT WORKS 2.
1ºBACH Economía Tema 5 Oferta y demandaGeohistoria23
Este documento contiene información sobre conceptos económicos como demanda, oferta, curvas de demanda y oferta, y factores que afectan la demanda y la oferta. Incluye correos electrónicos, enlaces a blogs, tablas y gráficos explicativos. Aborda temas como la ley de la demanda decreciente, la curva de demanda individual y de mercado, y los factores que pueden causar desplazamientos o movimientos a lo largo de las curvas de demanda y oferta.
Este plan de negocios describe una compañía que ofrece [PRODUCTO O SERVICIO]. Detalla el mercado, la competencia y la estrategia de marketing. El equipo de administración tiene experiencia relevante. Se requiere capital para establecer operaciones y alcanzar las metas de ventas proyectadas en los primeros años. De ser exitoso, este negocio podría [BENEFICIO FINAL].
Evidence: Describing my kitchen. ENGLISH DOT WORKS 2. SENA... ..
Evidence: Describing my kitchen. SENA.
ENGLISH DOT WORKS 2. SENA.
3. describing my kitchen. ENGLISH DOT WORKS 2.
activity 3 week 1. ENGLISH DOT WORKS 2.
actividad 3 semana 1. ENGLISH DOT WORKS 2.
Este manual describe las estrategias competitivas básicas para las empresas. Explica los componentes de la estrategia, incluidas las actividades primarias y secundarias. Luego describe varias estrategias genéricas como el liderazgo en costos, la diferenciación y la segmentación. También cubre estrategias a lo largo del ciclo de vida de la industria, estrategias de crecimiento y evaluación de la estrategia. El objetivo es ayudar a las empresas a desarrollar e implementar estrategias efectivas.
Este documento presenta una tesis profesional sobre la calidad en el servicio al cliente en una empresa química industrial. En la introducción, se describe brevemente el objetivo de evaluar la calidad del servicio al cliente en esta empresa. El capítulo 1 revisa conceptos clave sobre la calidad como la historia, definiciones, y sistemas de calidad. El capítulo 2 explora el servicio y satisfacción al cliente. El capítulo 3 presenta un estudio de caso para evaluar el servicio al cliente interno en la empresa química. La tesis concluye con recom
2. describing cities and places. ENGLISH DOT WORKS 2. SENA. semana 4 acitivda..... ..
Evidence: describing cities and places.ENGLISH DOT WORKS 2. SENA. ENGLISH DOT WORKS 2.
semana 4 acitivdad 2.ENGLISH DOT WORKS 2.
week 4 acitivty 2. ENGLISH DOT WORKS 2.
3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3... ..
vidence: Getting to Bogota / Evidencia: Llegando a Bogotá.
ENGLISH DOT WORKS 2. SENA.
ENGLISH DOT WORKS 2.
semana 4 actividad 3.ENGLISH DOT WORKS 2.
week 4 activity 3.ENGLISH DOT WORKS 2. SENA.
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA... ..
El documento describe una conversación entre un mesero y dos clientes en un restaurante. El mesero les da la bienvenida y les muestra su mesa. Les entrega los menús y toma su orden, que incluye espaguetis de mariscos, una hamburguesa y papas fritas, una Coca-Cola y agua. Luego les trae la comida y les pregunta cómo estuvo todo, a lo que responden que estaba delicioso. Uno de los clientes pide papas fritas adicionales. Al final, el mesero les trae
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA... ..
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. SENA.
ENGLISH DOT WORKS 2.
semana 3 actividad 1.ENGLISH DOT WORKS 2.
week 3 activity 1.ENGLISH DOT WORKS 2.
Evidence: I can’t believe it. SENA.
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2... ..
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. ENGLISH DOT WORKS 2.
week 2 activity 2.ENGLISH DOT WORKS 2.
semana 2 actividad 2. ENGLISH DOT WORKS 2.
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1... ..
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA.
ENGLISH DOT WORKS 2.
semana 4 actividad 1.ENGLISH DOT WORKS 2.
week 4 activity 1.ENGLISH DOT WORKS 2.
Este documento presenta la tercera unidad de un curso sobre ética y valores. La unidad se enfoca en herramientas para la toma de decisiones éticas y la resolución de problemas, así como habilidades de comunicación, liderazgo y trabajo en equipo requeridas para el desempeño de servidores públicos en seguridad pública. Se analizan conceptos como pensamiento crítico, valores del equipo de trabajo y elementos de buenas prácticas policiales. El propósito es que los estudiantes aprendan a tomar decisiones razonadas informadas
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2... ..
3. Your next holiday destination. ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.SENA.
ENGLISH DOT WORKS 2. week 3 activity 3.
ENGLISH DOT WORKS 2. ACTIVIDAD 3 SEMANA 3
Your next holiday destination. ENGLISH DOT WORKS 2.
Gfpi f-019 guia de aprendizaje 01 tda orientar fpilisbet bravo
Este documento presenta una guía de aprendizaje para un proyecto de formación profesional integral en el Servicio Nacional de Aprendizaje (SENA) de Colombia. La guía describe las actividades de aprendizaje, los materiales requeridos, y los criterios de evaluación. El objetivo del proyecto es analizar variables contextuales que influyen en la formación profesional para desarrollar competencias acordes a las necesidades sociales y productivas.
Este documento describe la experiencia de Chile en la protección de la salud mental luego del terremoto y tsunami del 27 de febrero de 2010. Explica que los desastres pueden tener efectos negativos en la salud mental de la población afectada y que es importante abordarlos. También describe las acciones de preparación del Ministerio de Salud de Chile antes del desastre y las intervenciones realizadas durante las etapas crítica, post-crítica y de recuperación para proteger la salud mental de los afectados.
La presente guía tiene como finalidad orientar a los responsables del tratamiento de datos personales en la elaboración, diseño y difusión del aviso de privacidad respecto de su contenido y alcance al que refiere la Ley Federal de Protección de Datos Personales en Posesión de los Particulares, en lo sucesivo la Ley.
La guía se divide en seis grandes secciones: la primera establece las características generales de todo aviso de privacidad; la segunda orienta a los responsables para la elaboración de avisos de privacidad que cumplan con lo dispuesto por la Ley; la tercera contiene recomendaciones para el contenido del aviso de privacidad; la cuarta refiere a las medidas compensatorias que contempla la Ley en su artículo dieciocho, la quinta presenta diez consejos prácticos para la elaboración de un aviso de privacidad y la sexta presenta modelos tipo de aviso de privacidad.
Este documento presenta las directrices para realizar un Análisis Situacional Integral de Salud (ASIS) en Ecuador. El ASIS es una herramienta que permite caracterizar la situación de salud de una población y analizar los determinantes sociales que afectan la salud. El proceso del ASIS incluye producir un diagnóstico situacional inicial, conformar un comité local de salud, priorizar problemas, elaborar un plan local de salud, e implementar y dar seguimiento al plan. El objetivo es mejorar la gestión de salud a través de la particip
El emprendedor y el empresario profesional certMaestros Online
Este documento proporciona información sobre un servicio de asesoría y resolución de ejercicios para estudiantes. Incluye instrucciones para actividades individuales y colaborativas relacionadas con temas de emprendimiento, como definir ventajas y desventajas de pequeñas empresas, comparar características de empresarios tradicionales y profesionales, y desarrollar ideas de negocio. También incluye preguntas sobre pasiones personales y admiración por figuras públicas.
The poem is about hiding tears and sadness from a parting lover by pretending the tears are just rain. The speaker is saying goodbye but will appear unaffected because "you can't see tears in the rain." They will cry in vain and the other person will never know their pain or see that it matters to them. The rain provides cover for the speaker's true emotions as they turn the page and let go of the relationship.
El documento presenta una introducción al manual de estudios de mercado. Explica que la investigación de mercados proporciona datos sobre el mercado para ayudar a la dirección a adoptar una orientación al mercado. Luego describe brevemente los diferentes tipos de investigación (exploratoria, descriptiva y causal) y sus objetivos respectivos. Finalmente, indica que la investigación de mercados es una herramienta poderosa para la toma de decisiones a corto y largo plazo cuya misión principal es obtener información para reducir riesgos.
Economía tema4 producción,costes y beneficios de la empresa (gh23)Geohistoria23
El documento describe los conceptos básicos de la producción económica. Explica que las empresas son unidades económicas que utilizan factores de producción (tierra, trabajo y capital) y tecnología para transformar insumos en productos. El objetivo de las empresas es maximizar beneficios, que se calculan como la diferencia entre ingresos y costos. El proceso de producción implica la aplicación de factores de producción e insumos a través de procedimientos tecnológicos para generar productos terminados.
La planificación es un proceso mediante el cual se definen objetivos y se asignan recursos para su logro, utilizando técnicas que sitúan las metas en el tiempo y el espacio. Es parte del proceso administrativo y busca alcanzar de manera óptima los objetivos de una organización mediante el uso racional de los recursos.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
3.Evidence: Getting to Bogota.ENGLISH DOT WORKS 2. SENA.semana 4 actividad 3... ..
vidence: Getting to Bogota / Evidencia: Llegando a Bogotá.
ENGLISH DOT WORKS 2. SENA.
ENGLISH DOT WORKS 2.
semana 4 actividad 3.ENGLISH DOT WORKS 2.
week 4 activity 3.ENGLISH DOT WORKS 2. SENA.
Evidence: Going to the restaurant . ENGLISH DOT WORKS 2. SENA... ..
El documento describe una conversación entre un mesero y dos clientes en un restaurante. El mesero les da la bienvenida y les muestra su mesa. Les entrega los menús y toma su orden, que incluye espaguetis de mariscos, una hamburguesa y papas fritas, una Coca-Cola y agua. Luego les trae la comida y les pregunta cómo estuvo todo, a lo que responden que estaba delicioso. Uno de los clientes pide papas fritas adicionales. Al final, el mesero les trae
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. semana 3 actividad 1.SENA... ..
Evidence: I can’t believe it.ENGLISH DOT WORKS 2. SENA.
ENGLISH DOT WORKS 2.
semana 3 actividad 1.ENGLISH DOT WORKS 2.
week 3 activity 1.ENGLISH DOT WORKS 2.
Evidence: I can’t believe it. SENA.
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. semana 2 actividad 2... ..
Evidence: Memorable moments.ENGLISH DOT WORKS 2. SENA. ENGLISH DOT WORKS 2.
week 2 activity 2.ENGLISH DOT WORKS 2.
semana 2 actividad 2. ENGLISH DOT WORKS 2.
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA. semana 4 actividad 1... ..
Evidence: Planning my trip. ENGLISH DOT WORKS 2. SENA.
ENGLISH DOT WORKS 2.
semana 4 actividad 1.ENGLISH DOT WORKS 2.
week 4 activity 1.ENGLISH DOT WORKS 2.
Este documento presenta la tercera unidad de un curso sobre ética y valores. La unidad se enfoca en herramientas para la toma de decisiones éticas y la resolución de problemas, así como habilidades de comunicación, liderazgo y trabajo en equipo requeridas para el desempeño de servidores públicos en seguridad pública. Se analizan conceptos como pensamiento crítico, valores del equipo de trabajo y elementos de buenas prácticas policiales. El propósito es que los estudiantes aprendan a tomar decisiones razonadas informadas
3. Your next holiday destination ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2... ..
3. Your next holiday destination. ACTIVIDAD 3 SEMANA 3 ENGLISH DOT WORKS 2.SENA.
ENGLISH DOT WORKS 2. week 3 activity 3.
ENGLISH DOT WORKS 2. ACTIVIDAD 3 SEMANA 3
Your next holiday destination. ENGLISH DOT WORKS 2.
Gfpi f-019 guia de aprendizaje 01 tda orientar fpilisbet bravo
Este documento presenta una guía de aprendizaje para un proyecto de formación profesional integral en el Servicio Nacional de Aprendizaje (SENA) de Colombia. La guía describe las actividades de aprendizaje, los materiales requeridos, y los criterios de evaluación. El objetivo del proyecto es analizar variables contextuales que influyen en la formación profesional para desarrollar competencias acordes a las necesidades sociales y productivas.
Este documento describe la experiencia de Chile en la protección de la salud mental luego del terremoto y tsunami del 27 de febrero de 2010. Explica que los desastres pueden tener efectos negativos en la salud mental de la población afectada y que es importante abordarlos. También describe las acciones de preparación del Ministerio de Salud de Chile antes del desastre y las intervenciones realizadas durante las etapas crítica, post-crítica y de recuperación para proteger la salud mental de los afectados.
La presente guía tiene como finalidad orientar a los responsables del tratamiento de datos personales en la elaboración, diseño y difusión del aviso de privacidad respecto de su contenido y alcance al que refiere la Ley Federal de Protección de Datos Personales en Posesión de los Particulares, en lo sucesivo la Ley.
La guía se divide en seis grandes secciones: la primera establece las características generales de todo aviso de privacidad; la segunda orienta a los responsables para la elaboración de avisos de privacidad que cumplan con lo dispuesto por la Ley; la tercera contiene recomendaciones para el contenido del aviso de privacidad; la cuarta refiere a las medidas compensatorias que contempla la Ley en su artículo dieciocho, la quinta presenta diez consejos prácticos para la elaboración de un aviso de privacidad y la sexta presenta modelos tipo de aviso de privacidad.
Este documento presenta las directrices para realizar un Análisis Situacional Integral de Salud (ASIS) en Ecuador. El ASIS es una herramienta que permite caracterizar la situación de salud de una población y analizar los determinantes sociales que afectan la salud. El proceso del ASIS incluye producir un diagnóstico situacional inicial, conformar un comité local de salud, priorizar problemas, elaborar un plan local de salud, e implementar y dar seguimiento al plan. El objetivo es mejorar la gestión de salud a través de la particip
El emprendedor y el empresario profesional certMaestros Online
Este documento proporciona información sobre un servicio de asesoría y resolución de ejercicios para estudiantes. Incluye instrucciones para actividades individuales y colaborativas relacionadas con temas de emprendimiento, como definir ventajas y desventajas de pequeñas empresas, comparar características de empresarios tradicionales y profesionales, y desarrollar ideas de negocio. También incluye preguntas sobre pasiones personales y admiración por figuras públicas.
The poem is about hiding tears and sadness from a parting lover by pretending the tears are just rain. The speaker is saying goodbye but will appear unaffected because "you can't see tears in the rain." They will cry in vain and the other person will never know their pain or see that it matters to them. The rain provides cover for the speaker's true emotions as they turn the page and let go of the relationship.
El documento presenta una introducción al manual de estudios de mercado. Explica que la investigación de mercados proporciona datos sobre el mercado para ayudar a la dirección a adoptar una orientación al mercado. Luego describe brevemente los diferentes tipos de investigación (exploratoria, descriptiva y causal) y sus objetivos respectivos. Finalmente, indica que la investigación de mercados es una herramienta poderosa para la toma de decisiones a corto y largo plazo cuya misión principal es obtener información para reducir riesgos.
Economía tema4 producción,costes y beneficios de la empresa (gh23)Geohistoria23
El documento describe los conceptos básicos de la producción económica. Explica que las empresas son unidades económicas que utilizan factores de producción (tierra, trabajo y capital) y tecnología para transformar insumos en productos. El objetivo de las empresas es maximizar beneficios, que se calculan como la diferencia entre ingresos y costos. El proceso de producción implica la aplicación de factores de producción e insumos a través de procedimientos tecnológicos para generar productos terminados.
La planificación es un proceso mediante el cual se definen objetivos y se asignan recursos para su logro, utilizando técnicas que sitúan las metas en el tiempo y el espacio. Es parte del proceso administrativo y busca alcanzar de manera óptima los objetivos de una organización mediante el uso racional de los recursos.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SXSW 2015 - Crash Course: Measuring Digital Marketing
1. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRASH COURSE
MEASURING
DIGITAL
MARKETING
#digiroi @affinityau @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
2. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
3. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SURVEY
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
4. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WHAT YOU WANTED TO KNOW
1. Cover the basics
2. Cover the basics
3. No really…cover the basics
4. Attribution
5. Tools - basics
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
5. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TOP 5 PROBLEMS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
6. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SURVEY RESULTS
“Please just tell me
what my KPIs
should be”
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
7. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
EFFECTIVE
BUSINESS
& DIGITAL
GOAL
SETTING
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
8. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
9. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
THINGS TO THINK ABOUT
• SMART Goals
• How many?
• Business Conversions
• Digital Conversions
• Sales Channels
• Sales Source
• Path to sale
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
10. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SMART GOALS
Specific
Measurable
Achievable
Relevant
Time bound
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
11. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HOW MANY GOALS?
• 1 – 3 core goals that directly impact the bottom line
• 2 – 5 supporting goals
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
12. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BUSINESS CONVERSIONS
My business considers a conversion complete when:
q The money hits our account
q An in store sale
q An order is shipped
q A contract is signed
q A service is delivered in full
q A reseller places a new order
q A new user registers or downloads our app
q Deferred purchase event – e.g. pharmaceutical script filled.
q Other
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
13. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DIGITAL CONVERSIONS
I consider a digital conversion is complete when:
q A sale is complete in my online shop
q A transaction is complete in my app
q A new enquiry is captured through a form on my website
q A new enquiry is captured through a call from my website
q A users is referred to an external site where they can buy
q Content is downloaded or a tool is used
q Website engagement above a threshold
q Other (e.g. coupon redemption in store)
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
14. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SALES CHANNELS
How do people buy your stuff.
q Website
q In App Transaction
q Inbound Calls
q Outbound Calls
q Field Sales Reps
q Bricks & Mortar Store
q Retailers & Resellers
q Other
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
15. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SALES SOURCE
• Category Intenders
_____%
• Brand Intenders
_____%
• Advertising
_____%
• Repeat / Loyalty Purchase
_____%
• Referral Purchase
_____%
• Walk In/Impulse
_____%
• Don’t Know
_____%
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
16. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DATABASE OF INTENTION
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
17. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
18. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS RELATIONSHIPS
$
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
19. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS RELATIONSHIPS
$
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
20. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
21. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
10,000,000
2,000,000
200,000
20,000
2,000
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
10
0.10
2.00
0.02
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
22. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
10
10,000,000
8,000,000
800,000
80,000
8,000
0.2
2.0
0.08
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
23. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
40
___________
10,000,000
2,000,000
20,000
8,000
0.40
4.00
0.08
200,000
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
24. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BUSINESS GOALS
1. _______________________
2. _______________________
3. _______________________
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
25. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DIGITAL GOALS
1. _______________________
2. _______________________
3. _______________________
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
26. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
27. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
$
Site Path to Scale
NEW LEAD CAPTURED
START
Stage name, e.g. “Initiall Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
SITE PATH TO SALE
NEW LEAD CAPTURED
START
Stage Name, e.g. “Add to cart”
Stage Name, e.g. “Login or Site Registration”
Stage Name, e.g. “Purchase Thank You Page”
MIDDLE
END
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
28. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
$
CRM/ECOMM PATH TO SALE
NEW LEAD CAPTURED
START
Stage name, e.g. “Initial Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
29. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
30. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KPIs
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
31. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HARD
KPIs
& SoftKPIs
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
32. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
$$1ST
VISIT
2ND
VISIT
ENQUIRY NEWSLETTER
SIGNUP
RE-ENGAGEMENT
CONVERSION EVENTS
Frequency Latency
PURCHASE PATH
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
33. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WEIGHTED AND SUPPORTED
OUTCOMES
FIRST TOUCH
FIRST ENGAGEMENT
CONSIDERATION
ACTION
CONVERSION
REPEAT
CONVERSION
• Advertising through
multiple channels
• Referral from existing
customer
• Read of page headline
in organic search
• Mouse hover over
banner ad
• Click through to
website
• External read of
reviews or press
• Subsequent site visits
• Site Bookmark, send
or share
• Social network query
“e.g. has anyone hear
of these guys
before?”
• Sign Up/Registration
• App Install
• Content save or download
• Purchase
• Enquiry
• Direct entry site visit
• Engagement through eDM
• Referral of new business
to you
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
34. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
35. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KPI METRICS CAN BE FOUND
Social
Adserver
Web analytics
E-Commerce
Mobile
Newsletter
In Store / POS
Sales representatives
CRM
Phone analytics
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
36. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
37. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
38. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
39. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
INSTORE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
40. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
INSTORE METRICS
• Footfall
• Change room use
• Point of sale transaction
• Loyalty card / app
• Digital Coupon / In store bounce back
• iBeacon
• Behavioral engineering – post purchase
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
41. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WEATHER
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
42. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
API BUILDERS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
43. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
44. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
#NOPE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
45. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
46. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
10 MEASUREMENT TESTS
1. The truth test. Are we really measuring what we set out to measure?
2. The focus test. Are we only measuring what we set out to measure?
3. The relevancy test. Is it the right measure of the performance measure we want to track?
4. The consistency test. Will the data always be collected in the same way whoever measures it?
5. The access test. Is it easy to locate and capture the data needed to make the measurement?
6. The clarity test. Is any ambiguity possible in interpreting the results?
7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test. Can the data be accessed rapidly and frequently enough for action?
9. The cost test. Is the measure worth the cost of measurement?
10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
47. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KPI CASE STUDIES
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
53. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
$1ST
VISIT
2ND
VISIT
3RD
VISIT ENQUIRY NEWSLETTER
SIGNUP
CASE STUDY - NEWSLETTERS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
54. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
55. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ESSENTIAL
TOOLSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
56. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ESSENTIAL TOOLS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
57. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SITE ANALYTICS
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
roject'Mgmt'
Ics/Management'
esource'Mgmt'
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
58. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
59. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ANNOTATION
Annotate your timeline to keep track of what changes you’ve made to
your site or campaigns you’ve run, and what the impact has been.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
60. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
URL SUFFIXES
http://www.you.com?utm_term=Low_Value_Customer
• Analytic platforms pick up the referral source of organic traffic but
won’t for a direct URL entry.
• Paid traffic is generally recorded as direct entry unless you set have a
URL suffix in place.
• If you define paid traffic you can get more insight than from paid than
organic traffic.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
61. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
UTM BUILDERS
https://support.google.com/analytics/answer/1033867?hl=en
• Segment you paid traffic easily
• Disregard the naming convention
• Use variables however works for you
• Complex campaigns make UTMs hard
to manage
• Simplify by automating them using
your adserver.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
62. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CONVENTION CONSIDERATIONS
• Keep your convention consistent across channels
• Plan and try to future-proof how you use the variables
• Remember that your competitors can read the UTM
• Remember that your customers can read the UTM
• UTM’s don’t just apply to paid traffic, you can use them anywhere you
define the URL that points to your website
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
63. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
UPGRADE
If Google Analytics was deployed more than 2 years ago you might
want to consider upgrading to the new Universal Analytics.
<script
type="text/javascript">
var
_gaq
=
_gaq
||
[];
_gaq.push(['_setAccount',
'UA-‐XXXXXXXX-‐X']);
_gaq.push(['_trackPageview']);
(funcLon()
{
var
ga
=
document.createElement('script');
ga.type
=
'text/javascript';
ga.async
=
true;
ga.src
=
('hRps:'
==
document.locaLon.protocol
?
'hRps://ssl'
:
'hRp://www')
+
'.google-‐analyLcs.com/ga.js';
var
s
=
document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga,
s);
})();
</script>
<script>
(funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new
Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-‐analyLcs.com/analyLcs.js','ga');
ga('create',
'UA-‐XXXXXXXX-‐X',
'mydomain.com');
ga('send',
'pageview');
</script>
Google Analytics vs Universal Analytics
Pro:
• More features & better insights
• Much more accurate mobile measurement
• Better social media measurement
• Improved eCommerce integration
• Cross device deduplication
Con:
• You’ll need to get the change made
• Existing eCommerce integration need updating
• Your reported traffic volumes might change
Google Analytics
Universal Analytics
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
64. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SHARING
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
• The best analytics work is collaborative analytics work
• All parties should work using the same view of your site data
• Annotations, Segments & Dashboards can be shared
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
65. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DATA LEAKAGE
If you deal with sensitive information captured in a web form, make
sure it isn’t being passed into Google Analytics.
/thankyou?name=Ted%20Bundy&phone=555%2012
34&comment=Ive%20killed%20some%20people%
20can%20I%20speak%20to%20you%20in%20con
fidence
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
66. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVERS
PersonalizaI
TesIng'&'Op
Customer'Ex
Loyalty/Refer
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
MARKETING'EXPERIENCES'
Social'Me
Influencer
Email'Mar
Video'MarkeIng'&'Ads'
Display'&'NaIve'Ads'
Mobile'MarkeIng'
PersonalizaI
TesIng'&'O
Customer'Ex
Loyalty/Refe
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
LE&'
RE'
Data'Management'PlaQorms/Custome
Events'&'W
Social'Me
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
67. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WHY USE AN ADSERVER
• Independent verification that what you bought is what you got
• Allow you to use richer more engaging creative
• Allow you to control message targeting by geo, demo or sequence
• Track your reach across channels
• Deduplicated conversions
• Media attribution
• Brand safety
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
69. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH TRAP
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
70. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH TRAP RISK FACTORS
• Substantial budgets active in a digital channel
• Target a niche audience on an ‘always on’ basis
• Put a disproportionate amount of budget into retargeting
• Don’t have conversions deduplicate across channels
• Use long look back windows to attribute conversions
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
71. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DIAGNOSIS
• Steady decline in total conversion numbers despite good conversion
rates and cost per acquisition from paid activity
• No increase in conversion numbers when extra budget is added
• No drop in conversion numbers when budget is tightened
• An unusually long average conversion latency
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
72. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Conversion tags let you, your suppliers and their platforms know when a
conversion happens letting them optimize towards driving more.
CONVERSION TAGS
SITE
VISIT
ADD TO
CART
CONFIRM &
CHECKOUT
SITE
SIGN UP
BROWSE
CONTENT
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
73. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TAG MANAGEMENT PLATFORMS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
74. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM
MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experi
IdenIty'Tag'Management'
Sales'Enablement'
tomer'Data'PlaQorms'
Ve
TesIng'&'OpImizaIon'
ts'&'Webinars'
Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev'
INFRA&'
STRUCTURE'
BACKBONE'
PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite'
MIDDLE&'
WARE'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Databases'&'Big'Data' Cloud/IaaS/PaaS'
INFRA&'
STRUCTURE'
BACKBONE'
PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite'
MIDDLE&'
WARE'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Databases'&'Big'Data' Cloud/IaaS/PaaS'
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
75. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM ESSENTIALS
• Contact hierarchies structured to reflect your business
• Data captured in validated fields
• Integrated CLM capabilities
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
76. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM BEST PRACTICE
• “App” level UI simplicity
• Role specific layouts, portals & dashboards
• Automated task creation & hand over between teams or roles
• Mandatory data capture structured to allow better measurement
• Integration with every other system that holds customer data
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
77. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
78. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
79. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
80. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
81. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Replace
with
corrected
table,
this
one
has
too
many
columns
KEY METRICSKEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
82. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
83. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Replace
with
corrected
table,
this
one
has
too
many
columns
KEY METRICSKEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
84. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
YOUR TOP 3 PRIME METRICS
1. _______________________
2. _______________________
3. _______________________
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
85. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DOESN’T
ADD UP
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
86. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TOP 5
1. Channel is claiming more clicks that you can see
2. Channel is claiming more conversion than you can see
3. Your reports show impossible click through rates
4. Adserver and publisher reports don’t match
5. Agency claims I’ve reached more people than exist
MOST COMMON MEASUREMENT PROBLEMSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
87. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
88. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE
CLICKS THAN YOU CAN SEE
1. Know your click attrition rates by channel
2. Check site analytics is deployed correctly
3. Confirm your page load times aren’t the problem
4. Apply a URL suffix if you haven’t already
5. Have your partners audit their URL’s to make sure they’ve used them
6. Automate URL suffixes to prevent handling errors
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
89. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
90. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE
CONVERSIONS THAN EXIST
1st Step - Basics
• Confirm that tags have only been deployed to the right pages.
2nd Step – Easy Best Practice
• Disregard your channel reports and start measuring performance
through site analytics.
• Use an automated URL suffix to ensure that your site analytics
tracks everything correctly and human error doesn’t limit your
visibility.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
91. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE
CONVERSIONS THAN EXIST
3rd Step – Slightly Technical
• Run page tests to make sure conversion tags fire in only the correct
locations, and only fire once.
4th step – Advanced
• Start tracking all media through an integrated adserver, which will
deduplicate conversions correctly.
• Set up an attribution model, and a data feed to suppliers DMP, then
have them suppliers optimise to how you attribute conversions.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
92. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
93. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
IMPOSSIBLE CTR
1. Re-export the tags from your 3rd party adserver
2. Get the publisher to show you the code they implemented
3. Confirm that the publisher has deployed them the right way around
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
94. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVER & PUBLISHER
REPORTS DON’T MATCHBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
95. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVER & PUBLISHER
REPORTS DON’T MATCH
1. Get the publisher to show you the code they implemented
2. Check to see if the code contains [timestamp]
3. Have them replace the placeholder with a working timestamp macro
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
96. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH DUPLICATION
DISPLAYSEARCH
SOCIAL
TARGET
MARKET
AGENCY CLAIMS I’VE REACHED
MORE PEOPLE THAN EXISTBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
97. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
98. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
99. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
100. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
101. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
102. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
103. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
104. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT
FRAMEWORKSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
105. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT FRAMEWORK
Plan
• Identify and engage key stakeholders for their requirements
• Define what data you want to collect by channel or asset
• Identify the right tools to collect the data you need
Deploy
• Generate any needed code and specify how the tracking should be deployed
• Ensure that access to relevant tools is given to relevant stakeholders
• Assign responsibility for deployment to best person for the job
Maintain
• Record measurement fault dates, causes and resolutions.
• Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
106. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT FRAMEWORK
Plan
• Identify and engage key stakeholders for their requirements
• Define what data you want to collect by channel or asset
• Identify the right tools to collect the data you need
Deploy
• Generate any needed code and specify how the tracking should be deployed
• Ensure that access to relevant tools is given to relevant stakeholders
• Assign responsibility for deployment to best person for the job
Maintain
• Record measurement fault dates, causes and resolutions.
• Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
107. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT TOOLS
CHANNEL MEASUREMENT TOOLS
MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES?
WEBSITE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
108. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
109. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
110. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KISS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
111. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHOOSING CHANNEL METRICS
Performance Driven
Cost Per
Acquisition/Transaction
Completed supporting outcome
Rate of
Clicks to Acquisition/Transaction
Clicks to Supporting Outcome
Transactional
Avg. Basket Size
Avg. Basket Revenue
Avg. Basket Profit
Delivery Driven
Daily/Weekly/Monthly
Clicks/Traffic
Sign Ups/Registrations
New Biz Conversions
Repeat Biz Conversions
Transactional
Total Revenue
Total Profit
Marketing ROI
Insights Driven
Path to Purchase
Avg. Frequency before $
Avg. Latency before $
Lifetime Customer
Avg. Lifetime Revenue
Avg. Lifetime Profit
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
112. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BEST PRACTICE
• Choose metrics that lead to the completion of a business or digital goal.
• Choose metrics common to & consistently present across all channels.
• Preferentially track metrics that your marketing efforts actually affect.
• Ensure your tools will let you deduplicated transactions or enquiries.
• Decide in advance how you will gauge ‘success’ for a metric.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
113. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
COMPARISON METRICS
A metric is a meaningless without a gauge of success, so always use a
comparison metric.
Common Comparison Metrics
• Result vs Target
• Result vs Benchmark
• Result vs Time
– Year on Year
– Period on Period
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU