Measuring Digital Marketing

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Measuring Digital Marketing

  1. 1. BDMM 4336 Measuring Digital Marketing • No one can tell you what will workROI,Analytics & • Too many variablesMedia Ethics • No silver bullet Class • Digital is different than traditional 13/14 Fall 2011 • No formula for success@AndreaGenevieveandream@stedwards.edu
  2. 2. BDMM 4336 Why Do We Measure?ROI,Analytics & • Set benchmarksMedia Ethics • Find what’s important for your Class brand 13/14 • Determine what is working and what Fall 2011 isn’t@AndreaGenevieveandream@stedwards.edu
  3. 3. BDMM 4336 Digital MarketingROI,Analytics &Media Ethics Class 13/14 Fall 2011 • Cheap • Easy • Adapt on the fly • Results in real time • Simple • Shift now from selling to the audience to selling to behavior@AndreaGenevieveandream@stedwards.edu
  4. 4. BDMM 4336 QuestionsROI,Analytics & • Start your analysis with questionsMedia Ethics and consider all forms of marketings to measure Class 13/14 Fall 2011 • -Do you budget for pay-per-click? -Do you wait for organic search? -Do you create banner ads on high traffic sites?@AndreaGenevieveandream@stedwards.edu
  5. 5. BDMM 4336 How To StartROI,Analytics & • Use your intuitionMedia Ethics • Look at your competitors Class • Use your research 13/14 • Align measurement to goals and Fall 2011 business strategy • Trends@AndreaGenevieveandream@stedwards.edu
  6. 6. BDMM 4336 Google AnalyticsROI, • Google Analytics= Data goldmine!Analytics &Media Ethics Class • Users: IP address, time stamp, 13/14 referring pages, geolocation, Fall 2011 browser data, cookies and more@AndreaGenevieveandream@stedwards.edu
  7. 7. BDMM 4336 http://www.google.com/an alytics/tour.htmlROI,Analytics &Media Ethics Class 13/14 Fall 2011@AndreaGenevieveandream@stedwards.edu
  8. 8. BDMM 4336 Other sources of TrafficROI, • Ad campaignAnalytics & • NewsletterMedia Ethics • Email Class • Banner ads 13/14 Fall 2011 • Affiliate marketing Use a Tag!@AndreaGenevieveandream@stedwards.edu
  9. 9. BDMM 4336 Key Performance IndicatorsROI,Analytics & • Focus on what’s important to yourMedia Ethics business Class • Decide how to get maximum value 13/14 from statistics Fall 2011 • Develop KPI= Key Performance Indicators@AndreaGenevieveandream@stedwards.edu
  10. 10. BDMM 4336 KPI’sROI,Analytics & • KPI are NOT METRICSMedia Ethics • Clearly aligned with business goals Class • Defined by management 13/14 • Based on valid data Fall 2011 • Easy to understand • Quantifiable@AndreaGenevieveandream@stedwards.edu
  11. 11. BDMM 4336 Good Web based KPI’sROI, • Conversion rateAnalytics & • Page viewsMedia Ethics • Absolute unique visitors Class • New vs returning visitors: proportion 13/14 of visitors who have been to your Fall 2011 site before • Bounce rates • Abandonment rate • Cost per conversion • Your financial database • Other Records • Newsletters or e-blasts open rates@AndreaGenevieveandream@stedwards.edu
  12. 12. BDMM 4336 TestROI, InvestAnalytics &Media Ethics Class 13/14 Tweak Fall 2011 Reinvest@AndreaGenevieveandream@stedwards.edu
  13. 13. BDMM 4336 A/B TestingROI, • Split test your adsAnalytics & • CopyMedia Ethics • Graphics Class • Headlines 13/14 Fall 2011 • Landing pages • Calls to action • Buttons • Site design@AndreaGenevieveandream@stedwards.edu
  14. 14. BDMM 4336ROI,Analytics &Media Ethics Class 13/14 Fall 2011@AndreaGenevieveandream@stedwards.edu
  15. 15. BDMM 4336 ROIROI,Analytics & Return On Investment!Media Ethics Class Allows you to make marketing 13/14 projections based on assumptions. Fall 2011 Gives you a snapshot of how your investment or yielding results. Bottom LINE!@AndreaGenevieveandream@stedwards.edu
  16. 16. BDMM 4336 7 Pillars of ROIROI,Analytics & • ContentMedia Ethics • Deign and User Experience Class • SEO 13/14 • Digital Media Marketing Fall 2011 • CRM • Social Media • Mobile@AndreaGenevieveandream@stedwards.edu
  17. 17. BDMM 4336 ROI ExampleROI, The Apple Co. ran two campaigns at separate times of theAnalytics & year. The goal of an apple company is to sell apples on their website (who’d have thought).Media Ethics Class • Campaign 1 achieved 10,000 visitors to the website, 200 orders, 12 enquiries & 500 email sign-ups. It cost 13/14 $50k to run & delivered $13k of value, which equates Fall 2011 to an ROI of $0.27. • Campaign 2 achieved 9,000 visitors, 400 orders, 50 enquiries & 500 email sign-ups. It cost $50k to run & delivered $24k of value, which equates to an ROI of $0.49. Now you can more easily compare the performance of each campaign. Campaign 1 returned $0.27 and campaign 2 returned $0.49, so campaign 2 was nearly@AndreaGenevieve twice as effective.andream@stedwards.edu
  18. 18. BDMM 4336 ToolsROI,Analytics & • Radian 6Media Ethics • Bit.ly Class • SplashCube 13/14 • Email software Fall 2011@AndreaGenevieveandream@stedwards.edu
  19. 19. BDMM 4336 What is Ethics? “Ethics is concerned with how we shouldROI, live our lives. It focuses on questionsAnalytics & about RIGHT and WRONG, fair andMedia Ethics unfair, caring or uncaring, good or bad Class 13/14 and responsible and irresponsible.” Fall 2011@AndreaGenevieveandream@stedwards.edu
  20. 20. BDMM 4336 AMA Guide the EthicsROI,Analytics &Media Ethics Class 13/14 Fall 2011@AndreaGenevieveandream@stedwards.edu
  21. 21. BDMM 4336 Examples:ROI,Analytics & • A marketing firm allegedly asked itsMedia Ethics interns to write positive product reviews on message boards Class 13/14 • A lobbying firms sent out letters Fall 2011 using letterhead from other organizations • Bloggers posted favorable reviews about products but failed to disclose they were paid for writing@AndreaGenevieveandream@stedwards.edu
  22. 22. BDMM 4336 Time for A PollROI,Analytics & Take out your cellphones… we’reMedia Ethics going to poll the room! Class 13/14 Fall 2011@AndreaGenevieveandream@stedwards.edu
  23. 23. BDMM 4336 Marketing and the LawROI,Analytics & Copyright PrivacyMedia Ethics Slander Liability Trademark Class 13/14 Fall 2011 Can’t use the defense “The client told me to do.” Marketers must practice ethic behavior.@AndreaGenevieveandream@stedwards.edu
  24. 24. BDMM 4336 Libel & SlanderROI,Analytics & Libel= printed falsehoodMedia Ethics Slander= oral falsehood Class 13/14 Fall 2011 Defamation= the term used in court for either of these offenses@AndreaGenevieveandream@stedwards.edu
  25. 25. BDMM 4336 Individuals vs. Public FigureROI, Citizens have more rights than publicAnalytics & figures.Media Ethics Class 13/14 Actual Malice= making a libelous Fall 2011 statement while knowing the information was false or publishing the information with “reckless” disregard as to whether or not its false. (corporations are considered public figures)@AndreaGenevieveandream@stedwards.edu
  26. 26. BDMM 4336 LibelROI, A personal filing a libel suit usually must prove:Analytics & 1. False statement was ommunicayion yo othersMedia Ethics through print, broadcast or electronic means Class 2. The person claiming to be libeled was 13/14 indentiried or identifiable Fall 2011 3. There is actula injurt in the form of money loss, loss of repuration or mental suffing 4. The person making the statement was malicious or negligent@AndreaGenevieveandream@stedwards.edu
  27. 27. BDMM 4336 Copyright LawROI,Analytics & • Should a press release beMedia Ethics copyrighted? Or an annual report? Class 13/14 • You need to know 1. Which Fall 2011 organizational materials should be copyrighted and 2. How copyrighted materials of others can be used correctly@AndreaGenevieveandream@stedwards.edu
  28. 28. BDMM 4336 CopyrightROI, “Protections of a creative work from unauthorizedAnalytics & use.”Media Ethics Class DOES NOT PROTECT IDEAS, but it protects the way 13/14 those ideas are expressed. Fall 2011 Ex: An idea for promoting a product can not be copyrighted but the brochures, drawings and news features, photos, videos, slogans etc. can be.@AndreaGenevieveandream@stedwards.edu
  29. 29. BDMM 4336 Copyright Con’tROI, Take the time to protect yourAnalytics & materials. It prevents competitorsMedia Ethics from capitolziing on your creative Class work. 13/14 Fall 2011 They could create a copy of something and use it to mislead the public Copyright starts from the moment a piece is published. (Legal filing is most effective)@AndreaGenevieveandream@stedwards.edu
  30. 30. BDMM 4336 Fair UseROI, Fair use= part of a copyrighted articleAnalytics & may be quoted directly , but it mustMedia Ethics be in relation to the length of the Class original work. 13/14 Fall 2011 (Ex 1 paragraph from 750 words or 300 words from a chapter) If you use copyright quote for advertising, you MUST get permission from the author. Verbatum use requires quotation marks.@AndreaGenevieveandream@stedwards.edu
  31. 31. BDMM 4336 Photography and ArtworkROI,Analytics & • Freelances retain rights andMedia Ethics ownership Class • Duplication is illegal (infringement) 13/14 • Freelancers charge on basis of use Fall 2011 • Parodies are not allowed unless given permission • Logos on commercial products must pay a licensing fee@AndreaGenevieveandream@stedwards.edu
  32. 32. BDMM 4336 Freelance writersROI,Analytics & • Recently gained more controlMedia Ethics • All freelancers own their original Class works, unless specified by the 13/14 purchaser. Use must be clearly Fall 2011 stated for both parties.@AndreaGenevieveandream@stedwards.edu
  33. 33. BDMM 4336 Internet and CopyrightROI,Analytics & • Downloading material: Same rulesMedia Ethics apply to cyberspace as print. Class • Uploading Material: owners can 13/14 upload their own material, but third Fall 2011 parties can’t.@AndreaGenevieveandream@stedwards.edu
  34. 34. BDMM 4336 Trademark LawROI,Analytics & Trademark: “Word, symbol or sloganMedia Ethics the identifies a product or service origin.” Class 13/14 Fall 2011 • Serves as an indicator of quality • Brand recognition and credibility • Always capitalized and never used as nouns • What happens when trademarks become generic?@AndreaGenevieveandream@stedwards.edu
  35. 35. BDMM 4336 InfringementROI,Analytics & • Must be a registered trademark,Media Ethics used for exploitation or commercial purposes Class 13/14 • Misappropriation of personality is a Fall 2011 form. Ex: Using Robert Pattinson in an ad for your new soap. You don’t have permission!@AndreaGenevieveandream@stedwards.edu
  36. 36. BDMM 4336 FTC RegulationROI,Analytics & • Has jurisdiction to determine if adsMedia Ethics are deceptive or misleading. Class • Also has jurisdiction over product 13/14 news releases, videos etc. Fall 2011 Look for words like authentic, certified, cure, custom-made, natural, unbreakable,first- class,perfect, low-carb and organic.@AndreaGenevieveandream@stedwards.edu
  37. 37. BDMM 4336 Creative CommonsROI, “Creative Commons helps you shareAnalytics & your knowledge and creativity withMedia Ethics the world.” Class 13/14 Fall 2011 Looking for creative work “Creative Commons has developed a search portal that allows you to find CC-licensed works through sources like Google and Flickr.”@AndreaGenevieveandream@stedwards.edu
  38. 38. BDMM 4336ROI,Analytics &Media Ethics Class 13/14 Fall 2011@AndreaGenevieveandream@stedwards.edu

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