The Dichotomy of Digital Marketing
CRM Metrix
Melissa Morrison VP
Morrison,
Friday, 25 September 2009
| CRM Metrix customer listening solutions | 2009

| CRM Metrix customer listening solutions | 2009

The Dichotomy of Digital Marketing
The Dichotomy of Digital Marketing
Quantity: Quality:
• Reach • Engagement
• G
GRP model
d l l
• 1:1, Personal
• MMM analysis • Customized
• Distribution, go • Centrality,
where the most p
importance of the
eyeballs are brand website
| CRM Metrix customer listening solutions | 2009 3

The Dichotomy of Digital Marketing
The Dichotomy of Digital Marketing
Quantity Examples: Quality Examples:
• Reckitt‐Benkiser • Foursquare location‐
using cheap volume
using cheap volume based messaging
based messaging
buys for reach • Hapa Sushi on Twitter
• P&G Unilever
P&G, Unilever • C t
Create your own
inputting clicks and Dunkin’ Donut
hits to MMM to show
hits to MMM to show • Travelocity emailed
ROI packages after a
search on India
| CRM Metrix customer listening solutions | 2009 4

The Dichotomy of Digital Marketing
The Dichotomy of Digital Marketing
Quantity Measurement:
Quantity Measurement: Quality Measurement:
Quality Measurement:
• Number of views • Open‐ended listening
• Eyeballs
b ll • Target audience
di
• Impressions profile
• Conversions • Word of
• Sales
Sales mouth/influencers
• Behaviors • Pieces of creative
• Attitudes
| CRM Metrix customer listening solutions | 2009 5

So, which model is right?
So which model is right?
First, start with your brand strategy. What are
your goals?
‐ Build loyalty among current users
‐ Convert competitive users
‐ Garner new customers
‐ Increase conversion
g y
‐ Build brand imagery
‐ Activate brand evangelists
‐ Drive purchase
Drive purchase
| CRM Metrix customer listening solutions | 2009 6

What Strategy?
What Strategy?
Loyalty
Purchase
Purchase Online
Emotional
Connection
Initiatives
Brand
d
/
and/or
Accessibility
Health Brand
Brand Value
Brand Differentiation Website
Brand Relevance
Awareness
Brand Awareness
The Brand Selection Process
| CRM Metrix customer listening solutions | 2009 7

Consider All Online Brand Experiences
p
Blogs
Social
Media Micro
Fan Site
Page
Online
Brand Online
Ads
Ad Website Videos
Online Online
Widgets Articles
Online
Sponsor
| CRM Metrix customer listening solutions | 2009

Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009

Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 10

Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 11

The brand website is the most trusted form of advertising
advertising.
| CRM Metrix customer listening solutions | 2009 12

Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 13

Brand Website: A Key Influencer of Purchase
Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 14

Brand Website: A Key Influencer of Purchase
Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 15

Brand
Blogs
TV Social
S i l
Radio Brand
Networks
Print Website Micro-Sites
Outdoor Online Ads
Forums
F
Engagement
Strategy
Reach
Strategy
| CRM Metrix customer listening solutions | 2009

Therefore, o oth
Therefore, Do Both
…But measure it!
‐ Compare back to strategy
‐ Implement standardized
p
measurement
‐ Harmonize all online
brand experiences
| CRM Metrix customer listening solutions | 2009 17

Is this already being done?
Is this already being done?
| CRM Metrix customer listening solutions | 2009

What is Wrong with Online Measurement?
g
1. Decisions being made without consumer input; designing brand
experiences that are not customer centric.
experiences that are not customer centric.
2. Behavioral insights alone does not mean online brand experiences are
working.
3. No standard research methodology.
4. No standard comparative metrics. Inability to determine the
contribution of online brand experiences to your strategy.
contribution of online brand experiences to your strategy
5. No centralized performance monitoring system to compare & contrast.
6. No system available to report metrics within the brand organization—
y p g
needs to be actionable.
| CRM Metrix customer listening solutions | 2009

Unified Measurement
Unified Measurement
Banner Ads Banner Ads
Micro Sites
Micro Sites Micro Sites
Micro Sites
Sponsorships Sponsorships
Social Media
l d Social Media
l d
Rich Media Rich Media
Online Ads Online Ads
Centralized
Website Website
| CRM Metrix customer listening solutions | 2009

The Standard Metrics
The Standard Metrics
Category Affinity, Brand Affinity, Purchase Stage,
Demographics
Purchase Intent (lifts)
( )
Brand Image Perceptions (
g p (lifts), Brand Opinion Change (
), p g (lifts)
)
Re-engagement, Long Term Relationship (lifts)
Media Exposure, Traffic Sources
| CRM Metrix customer listening solutions | 2009

The New Standard Research Methodology
The New Standard Research Methodology
Optional
O i l Standard Segments
S d dS Optional
Pure Control Test Cell Re‐Contact
Control Cell Cell Online (Post‐ Survey
Brand
(Pre‐ Experience Exposure) OCT
p
Exposure))
| CRM Metrix customer listening solutions | 2009

SiteCRM Six Dimensions
SiteCRM™ Six Dimensions
| CRM Metrix customer listening solutions | 2009 23

Best
B t 9
Site Re design
Re-design
Practice
P ti 0%
75% 100% 25%
50% DON’T:
100% Flash is a NO NO!
IMPLICATION:
End user frustrations dramatically increase and
key metrics take a nose dive.
| CRM Metrix customer listening solutions | 2009

SiteCRM Best Practice #1:
SiteCRM™ Best Practice #1:
Provide an instantaneous experience.
Key Metrics Pre-Flash 100% Flash
Purchase intent 77% top 58% top
Customer R
C Retention Index
i d 85 79
Site satisfaction 70% top 51% top
“heavy use of flash, made browsing slow. not adapted to the smaller
screen.
“flash
“fl h websites are really annoying....especially when th h
b it ll i i ll h they hang while
hil
loading a small flash movie at 6am. yes, it was your site...not my
connection to the internet. I had no problems with other sites at the
same time...and no I didn t have a million windows open”
time and didn't open
| CRM Metrix customer listening solutions | 2009 25

SiteCRM™ Best Practice #2:
Ensure that goals are easily achieved.
Positive Purchase Intent
Did I come to the wrong website? 94.2%
How can I just get a quick answer?
75.0%
When will this page load?
Why can’t find what I am looking for?
y g
What was I looking for again?
Why is this so hard to use?
Who designed this horrible experience?
Wh d i d hi h ibl i ?
Did I do something wrong?
Goal Accomplishers n=3849
Who has time for this?
Who has time for this? Goal Failures n=856
| CRM Metrix customer listening solutions | 2009 26

SiteCRM™ Best Practice #3:
Relationship is more important than
site satisfaction at driving sales
site satisfaction at driving sales.
Revisit
R2=.73
Trial Intent Intent to Buy
Intent to Buy
R2=.82
Recommend R2=.60
| CRM Metrix customer listening solutions | 2009 27

Consider All Online Brand Experiences
p
Blogs
Social
Media Micro
Fan Site
Page
Online
Brand Online
Ads
Ad Website Videos
Online Online
Widgets Articles
Online
Sponsor
| CRM Metrix customer listening solutions | 2009

Ad and Targeting Effectiveness
Ad and Targeting Effectiveness
Quantity Measures:
• Impressions
• Click‐Through
Quality Measures:
• Awareness
• Recall
• Persuasiveness
• Viewer Profile
• Brand Image
• Purchase Intent
| CRM Metrix customer listening solutions | 2009

The Creative Performance Report
The Creative Performance Report
| CRM Metrix customer listening solutions | 2009 30

The Centralized Performance Report
The Centralized Performance Report
| CRM Metrix customer listening solutions | 2009

Reporting Key Metrics within the Organization
Reporting Key Metrics within the Organization
Category of Metrics Shared
At Stake / Aggregrate Brand Equity Metrics Operational
C‐V Level (Senior)
Brand Team (Mid)
Marketing Managers
(Ground Zero)
| CRM Metrix customer listening solutions | 2009

| CRM Metrix customer listening solutions | 2009

The End Result
The End Result
1. Do it all
2. Measure it
3. Match it back to strategy
gy
4. Make better decisions
| CRM Metrix customer listening solutions | 2009 34

Thank You!
Question & Answers
Q i &A
Melissa Morrison
VP
CRM Metrix, Inc.
201.484.0400
mmorrison@crmmetrix.com
| CRM Metrix customer listening solutions | 2009

About CRM Metrix, Inc.
CRM Metrix is a global market research company offering leading digital market research solutions
that are used by leading brands: A one of a kind company with offices in New York, Cincinnati, Paris,
Mumbai and Singapore.
CRM Metrix offers a full range of digital market research solutions to help brands make the best
decisions at all stages of the digital marketing development process and to maximize the return on
their digital marketing investment. Digital marketing covers the brand website, online ads, online
their digital marketing investment Digital marketing covers the brand website online ads online
campaigns, email CRM programs, social media, online sponsorships, micro sites, etc.
CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing
success. With our full range of digital market research tools, you will know that you are making the
best decisions at all stages of the digital marketing development process.
b d ii ll f h di i l k i d l
The Minute Pitch ‐ With any digital media or marketing strategy, CRM Metrix solutions offer:
Pre‐Launch
1) Concept Development
) p p
2) Concept Testing, Screening and Optimization
3) Usability Research
Post‐Launch
1) Measure Performance of digital strategy
2) Evaluate contribution (ROI) of digital strategy
2) Evaluate contribution (ROI) of digital strategy
3) Optimize digital media or marketing strategies
| CRM Metrix customer listening solutions | 2009