Padilla Beyond Clips Clicks And Hits 091709


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What\'s the Value of Your Marketing and Communications Investments?
During a challenging economy, every dollar spent on marketing and business communications is open to scrutiny. So measuring the effectiveness and impact of these programs is more important than ever.

Yet even with today\'s advanced technology and tools, many organizations aren\'t sure how to determine the value, effects and relative return on their communications efforts.

This presentation offers a fresh perspective on communications measurement. Included are insights on the best strategies, methods and tools to help you calculate the value of your communications investments – and make the most of your marketing spend.

You\'ll Learn:
• Common mistakes of measuring results.
• Shifting from measuring what can be measured to measuring what\'s important.
• The best new and traditional tools to benchmark and track performance.
• How to focus on activities that shorten the sales cycle.

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Padilla Beyond Clips Clicks And Hits 091709

  1. 1. September 17, 2009<br />
  2. 2. Agenda<br />Introductions And Level Setting<br />Why Measurement Is Difficult<br />The Importance Of Measurement<br />Common Methodologies<br />Five Fundamentals Of Measurement<br />Case Study Examples<br />Conclusion/Questions<br />Beyond Clips, Clicks & Hits<br />2<br />
  3. 3. The State Of Affairs<br />Anything that costs money must be justified<br />Most organizations don’t know how to measure the value, impact, effects and relative return on communication efforts<br />As a result, many resort to counting what they can count<br />Beyond Clips, Clicks & Hits<br />3<br />
  4. 4. Common Questions We Get<br />How do I calculate the ROI of marketing and communications?<br />How do I weigh individual elements in the marketing mix?<br />Can I tie publicity to sales or a stock price?<br />What have you done for me lately?<br />Beyond Clips, Clicks & Hits<br />4<br />
  5. 5. First, Some Simple Math<br />Marketing <br />≠<br />Marketing Communications <br />≠<br />Integrated Communications<br />≠<br />Tactics<br />Beyond Clips, Clicks & Hits<br />5<br />
  6. 6. The Basic Hierarchy<br />Marketing<br />Marketing Communications<br />Collateral<br />Seminars & Events<br />Media Relations<br />Public Relations<br />Perception Research<br />Crisis / Critical Issues<br />Advertising <br />Publicity<br />Direct Marketing<br />Interactive<br />Social Media<br />Beyond Clips, Clicks & Hits<br />6<br />Finance<br />Investor Relations<br />Collateral<br />Investor Events<br />Media Relations<br />Public Relations<br />Perception Research<br />Crisis / Critical Issues<br />
  7. 7. Together They Help Organizations Reach The Audiences Important To Their Success<br />Beyond Clips, Clicks & Hits<br />7<br />Customers<br />Industry <br />Associations<br />Shareholders<br />Media<br />Your company<br />Employees<br />Channel Partners<br />Standards Bodies<br />Suppliers and<br />Partners<br />Industry<br />Analysts<br />
  8. 8. Why Measure? Because The Results Help:<br />Prioritize work <br />Justify the spend<br />Refine a program<br />Move from anecdotal to factual<br />Shift from “reactive” to “proactive” mode<br />Beyond Clips, Clicks & Hits<br />8<br />
  9. 9. The Value Of Measurement<br />Prove that you met objectives<br />Benchmark/track performance<br />Gain competitive advantage<br />“Move the needle”<br />Sales?<br />Awareness?<br />Response – Trial, evaluation, adoption<br />Beyond Clips, Clicks & Hits<br />9<br />
  10. 10. Why Is It So Difficult?<br />It takes time<br />It takes money<br />We’re dealing with human behavior<br />External factors<br />There are no 1:1 correlations<br />Integrated programs <br />It’s viewed as justification rather than a value-add<br />Distinguishing between “value” and “ROI”<br />Beyond Clips, Clicks & Hits<br />10<br />
  11. 11. Determining Value<br />Beyond Clips, Clicks & Hits<br />11<br />Monetary<br />VALUE<br />Utility<br />Reputation<br />
  12. 12. EVERYTHING CAN BE MEASURED!!!<br />Beyond Clips, Clicks & Hits<br />12<br />
  13. 13. You Need To Determine…<br />How much should I put into it?<br />Do I know the vital metrics (for finance, operations, sales, marketing, etc.)?<br />Can you act on the data?<br />What’s my time frame?<br />Beyond Clips, Clicks & Hits<br />13<br />
  14. 14. IT’S A JUNGLE OUT THERE<br />Beyond Clips, Clicks & Hits<br />14<br />
  15. 15. The “HIPPO” Methodology<br />Beyond Clips, Clicks & Hits<br />15<br />Based on the Highest Paid Person’s Objective<br />
  16. 16. The “Penguin” Methodology<br />Beyond Clips, Clicks & Hits<br />16<br />Each tactic measured the same way<br />
  17. 17. The “Monkey-See-Monkey-Count” Methodology<br />Beyond Clips, Clicks & Hits<br />17<br />Counting … just because you can<br />
  18. 18. The “T-Rex” Methodology<br />Beyond Clips, Clicks & Hits<br />18<br />So big that it consumes your entire budget<br />
  19. 19. Five Fundamentals Of Measuring Programs<br />Start with research<br />Set measurable objectives<br />Only measure what’s important<br />Use the right tools<br />Measure continuously<br />Beyond Clips, Clicks & Hits<br />19<br />
  20. 20. FUNDAMENTAL #1<br />START WITH RESEARCH<br />Beyond Clips, Clicks & Hits<br />20<br />
  21. 21. Numerous Research Options<br />Quick surveys and polls<br />Omnibus surveys<br />One-on-one, in-depth interviews<br />Focus groups (traditional or online)<br />Advertising analysis<br />Beyond Clips, Clicks & Hits<br />21<br /><ul><li>Intercepts/on-the-spot surveys
  22. 22. Media monitoring
  23. 23. Social media monitoring
  24. 24. Competitive analysis
  25. 25. Media content analysis</li></li></ul><li>FUNDAMENTAL #2<br />SET MEASURABLE OBJECTIVES<br />Beyond Clips, Clicks & Hits<br />22<br />
  26. 26. Tips To Developing Measurable Objectives<br />Objectives must:<br />Address a specific outcome<br />Designate the specific target audience<br />Specify a specific level of attainment<br />Identify a specific timeframe<br />Beyond Clips, Clicks & Hits<br />23<br />
  27. 27. Example: Business Objective #1<br />Generate $25 million in revenue from X product line<br />Sales Objective: Improve win-ratio by 40 percent and shorten sales cycle by 20 percent <br />Marketing Communication Objective: Increase qualified sales leads by 20 percent over 2008 <br />Product Marketing Objective: Identify three to five possible line extensions based on feedback and use of initial launch model<br />Financial Communication Objective: Increase institutional ownership by 10 percent<br />Beyond Clips, Clicks & Hits<br />24<br />
  28. 28. Example: Business Objective #2<br />Improve customer preference of brand<br />Marketing Objective: By 4Q09, achieve 55 percent brand awareness among 25- to 40-year-old men in the U.S. by increasing awareness by 10 percent<br />Financial Communication Objective: Increase number of analysts following the company<br />Communication Objective: Maintain no. 1 share-of-voice position in tier one trade publications compared to competitors A, B and C<br />Beyond Clips, Clicks & Hits<br />25<br />
  29. 29. FUNDAMENTAL #3<br />ONLY MEASURE WHAT’S IMPORTANT<br />Beyond Clips, Clicks & Hits<br />26<br />
  30. 30. Metrics – The Three O’s<br />Outputs: Execution of program elements<br />All work measured on budget, timing and message alignment<br />Are we getting the work done efficiently and effectively?<br />Outtakes: The net impression<br />Strive for majority of deliverables<br />Media coverage, circulation, event attendance, distribution, search rankings<br />Are we reaching the right people?<br />Outcomes: The behavior that follows<br />Tied to business goals<br />Sales increase, lead generation, unaided awareness, incoming versus outgoing media calls<br />Programs, not tactics<br />Beyond Clips, Clicks & Hits<br />27<br />
  31. 31. Audience – Specific Outputs, Outtakes And Outcomes<br />Beyond Clips, Clicks & Hits<br />28<br />
  32. 32. FUNDAMENTAL #4<br />USE THE RIGHT TOOLS<br />Beyond Clips, Clicks & Hits<br />29<br />
  33. 33. Sample Measurement Tools<br />Radian6<br />LexisNexis<br />Google News<br />Google Analytics<br /><br />Clipping Services<br /><br /><br />Beyond Clips, Clicks & Hits<br />30<br />BlogPulse<br />Technorati<br />Survey Monkey<br />Gallup<br /><br /><br />D&B Database<br /><br />
  34. 34. FUNDAMENTAL #5<br />MEASURE CONTINUOUSLY<br />Beyond Clips, Clicks & Hits<br />31<br />
  35. 35. Benchmark, Track, Analyze And Act<br />Beyond Clips, Clicks & Hits<br />32<br />Review last year’s metrics; set program objectives<br />Monitor and track progress<br />Feed evaluation results into planning process<br />Leverage observable changes<br />
  36. 36. In Closing<br />Everything can be measured<br />Don’t fall into the ROI trap<br />The value of measuring tactics is limited<br />Consider measurement a process … not a point in time<br />Beyond Clips, Clicks & Hits<br />33<br />
  37. 37. Thank You<br />