Merkle CRM Executive Summit 2011

is your audience frustrated?“Dear #[brand], thanks for the low rate, but pls stop sending me emails!I became a customer yesterday & have already heard from you 8 times.” RY Mike Talbot, President, Alterian

Engagement MetricsHOW RELEVANT ARE YOU?

Examined 27 Brands at The Merkle CRM 2.0 Executive Summit for Relevance of Marketing Messages

Evaluated Brandson Two Dimensions Popularity & Relevance

Popularity = Activity on SocialMedia + Alexa Website Rating

Relevance = measure of how consumers view your marketing messages

Social Media data wascollected from the 2010 holiday season

Conversations were collectedacross 3 Areas of messaging: Social Media Email Direct Mail

Both Relevance andPopularity were indexedagainst all Brands being examined

So How Do You Rate?

Which Bubble Are You?

Want to up your game?

Let’s TalkRelevance = Merkle + Alterian Email: mike.talbot@alterian.com Twitter: @mike_talbot Web: engagingtimes.com alterian.com

AppendixIndex Methodology

Index Methodology • Created 2 Indices – Popularity – Relevance • Evaluated 27 companies • Collected data from November and December 2010 – A total of 1.5 million conversations

Popularity Index• Popularity is a weighted measure of activity for brands in 3 areas – Twitter Activity (Tweets and Followers) weighted at 25% – Facebook Activity (Likes and Posts) weighted at 25% – Alexa US Popularity Rating weighted at 50%• Each brand was measured in each area to come up with a ranking score and then weighted.• The sums of the weights were then indexed to a 100- based index – i.e. A score of 100 = average

Relevance Index• Relevance is a weighted measure based on marketing messaging in 3 channels – Social Media – Email – Direct Mail• Searches were set up in SM2 to find consumer conversations about relevance of messaging in each channel• Then the results were evaluated for conversations reflecting the Brands being studied• The total number of conversations for each Brand was also collected

Relevance Index• Conversations were collected about each channel: – Social 562,456 (38%) – Email 791,443 (53%) – Direct Mail 127,634 (9%)• In each channel we calculated percent of the brands conversations that were considered not relevant, bad, spam, etc• We then rated each brand from best to worse in each channel• The ratings were then weighted based on percent of conversations in channel

Relevance Index• The Relevance Score is the sum of the weighted values for each brand in each channel• This score was then indexed for all brands to a 100 based index – i.e. index of 100 = average brand

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Merkle CRM Executive Summit 2011

by Alterian

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Merkle CRM Executive Summit 2011 Presentation Transcript