Padilla Beyond Clips Clicks And Hits 091709

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What\'s the Value of Your Marketing and Communications Investments? …

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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  • 1. September 17, 2009
  • 2. Agenda
    Introductions And Level Setting
    Why Measurement Is Difficult
    The Importance Of Measurement
    Common Methodologies
    Five Fundamentals Of Measurement
    Case Study Examples
    Conclusion/Questions
    Beyond Clips, Clicks & Hits
    2
  • 3. The State Of Affairs
    Anything that costs money must be justified
    Most organizations don’t know how to measure the value, impact, effects and relative return on communication efforts
    As a result, many resort to counting what they can count
    Beyond Clips, Clicks & Hits
    3
  • 4. Common Questions We Get
    How do I calculate the ROI of marketing and communications?
    How do I weigh individual elements in the marketing mix?
    Can I tie publicity to sales or a stock price?
    What have you done for me lately?
    Beyond Clips, Clicks & Hits
    4
  • 5. First, Some Simple Math
    Marketing

    Marketing Communications

    Integrated Communications

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