Youcan’tmanagewhatyoucan’tmeasure
Lewis Lenssen - Commercial Director
Measurement
Background
Lewis Lenssen
• 5 years leading and building search agency
• 1 year consulting on social media and online PR fo...
Agenda
• Marketing performance measurement – A big data challenge?
• Characteristics of Digital Marketing Measurement
• Me...
Digital Marketing Measurement
A Perfect Big Data Challenge?
Digital Marketing Measurement
Digital Marketing Attributes
• Large volumes of automatic collected, relevant data
• Clear o...
Bad Measurement too…
Digital Marketing Measurement
Characteristics of the Challenge
Marketing Measurement Characteristics
• Multiple diverse data sources
• Near real time requirements
• Multiple audiences w...
Measured Success
Measured Success
Marketing & Sales
Channel Tracking
Unified Data
Resource
Multi-Channel
Attribution
Actionable
Insights
Tr...
Unified Data Resource
Digital Data Ecosystem
Order
‘D&G satin dress’‘acme fashion’
DM
IMP
Mobile
Online
CRM Activity
Picking DispatchRegister
Em...
Unified Data Resource
• Flexible, scalable database designed to support diverse data
sources
• Ability to reflect evolving...
Configurable User Tracking
Tracking
• Track and join multiple channels and devices
• Website
• Online display
• Mobile Apps
• Support for multiple de...
Attribution in Action
Evolution of Attribution
• Last click wins (within channel)
• Last click wins – across channel
• Winning click
• Multi-cha...
Attribution Analysis
• Attribution model must reflect your users journeys
• Implement the model(s) that your business need...
Actionable Reporting and Automation
Reporting
• Share the data love!
• Query tools
• Reporting and templating tools
• Dashboard and visualisation tools
• Data...
Power Automation
• PPC bid management
• Stock powered advertising and creative
• Display buying platforms (DSPs)
Trading Analytics
Trading Analytics
Beyond website and marketing analytics:-
• Margin reporting and attribution
• Offer analysis
• Product d...
Future - Budget Planning
The Political Challenges
Summary
• Big data challenge waiting to be solved
• Specific characteristics – Diverse data, near real-time, many
audience...
Thanksforlistening
Questions?
Lewis Lenssen- Commercial Director
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LDD Summer Seminar 2013 - DC Storm you can't manage what you can't measure

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The complexity of the digital marketing mix makes performance measurement difficult, resulting in compromised reporting with a bias towards 'easy' to measure channels. This talk highlights best practice measurement, showing how it can support effective digital marketing and dive action.

Published in: Technology, Business
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LDD Summer Seminar 2013 - DC Storm you can't manage what you can't measure

  1. 1. Youcan’tmanagewhatyoucan’tmeasure Lewis Lenssen - Commercial Director
  2. 2. Measurement
  3. 3. Background Lewis Lenssen • 5 years leading and building search agency • 1 year consulting on social media and online PR for retail brands (focusing on measurement and valuation) • 3 years Commercial Director of DC Storm DC Storm • Over 2,000 tracked websites with configured attribution • 30M tracked events per day related to £25M daily revenue • 5M non-tracking events per day
  4. 4. Agenda • Marketing performance measurement – A big data challenge? • Characteristics of Digital Marketing Measurement • Measured Success - Keys to Success • The future and the politics • Summary • Q&A
  5. 5. Digital Marketing Measurement A Perfect Big Data Challenge?
  6. 6. Digital Marketing Measurement Digital Marketing Attributes • Large volumes of automatic collected, relevant data • Clear opportunity to optimise marketing • Significant costs and benefits Problem Solved? • Marketing channel silos • Sales channel silos • Device silos • Channel specific measurement • Un-reconciled data • Low trust in data • Last click wins
  7. 7. Bad Measurement too…
  8. 8. Digital Marketing Measurement
  9. 9. Characteristics of the Challenge
  10. 10. Marketing Measurement Characteristics • Multiple diverse data sources • Near real time requirements • Multiple audiences with diverse requirements • Multiple automation tools • Not a point in time solution (continuous feedback loop)
  11. 11. Measured Success
  12. 12. Measured Success Marketing & Sales Channel Tracking Unified Data Resource Multi-Channel Attribution Actionable Insights Trading Analytics Budget Planning
  13. 13. Unified Data Resource
  14. 14. Digital Data Ecosystem Order ‘D&G satin dress’‘acme fashion’ DM IMP Mobile Online CRM Activity Picking DispatchRegister Email Tablet Email
  15. 15. Unified Data Resource • Flexible, scalable database designed to support diverse data sources • Ability to reflect evolving channel connections • Technology that supports easy data import and export • Sophisticated access and security control • Specialist requirements and central to success
  16. 16. Configurable User Tracking
  17. 17. Tracking • Track and join multiple channels and devices • Website • Online display • Mobile Apps • Support for multiple device users • Track the events that matter • Consider media and partner independence • Audit and validate data
  18. 18. Attribution in Action
  19. 19. Evolution of Attribution • Last click wins (within channel) • Last click wins – across channel • Winning click • Multi-channel sharing • Rules based attribution • Statistical attribution
  20. 20. Attribution Analysis • Attribution model must reflect your users journeys • Implement the model(s) that your business needs • Provide continuity as well as the new measurement • Continue to deliver ‘last click wins’ • Continue to deliver the old reports • Must deliver the analysis on an on-going basis
  21. 21. Actionable Reporting and Automation
  22. 22. Reporting • Share the data love! • Query tools • Reporting and templating tools • Dashboard and visualisation tools • Data cubes • Automate production and distribution • Focus on answering questions, not delivering numbers
  23. 23. Power Automation • PPC bid management • Stock powered advertising and creative • Display buying platforms (DSPs)
  24. 24. Trading Analytics
  25. 25. Trading Analytics Beyond website and marketing analytics:- • Margin reporting and attribution • Offer analysis • Product demand • Impact of availability • Stock availability in relation to demand • Order processing performance
  26. 26. Future - Budget Planning
  27. 27. The Political Challenges
  28. 28. Summary • Big data challenge waiting to be solved • Specific characteristics – Diverse data, near real-time, many audiences, not point in time • Measured Success framework for delivering solutions • Measurement Hub – Specialist requirements and central to success • Tracking – Audit and validate • Attribution – On-going delivery • Actionable Insights – Answer questions • Trading Analytics – Beyond marketing • Budget planning – The future • Political challenges
  29. 29. Thanksforlistening Questions? Lewis Lenssen- Commercial Director
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