The Art of Analytics, Measurement & Success
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The Art of Analytics, Measurement & Success

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The Art of Analytics, Measurement & Success The Art of Analytics, Measurement & Success Presentation Transcript

  • WHOWE CONFIDENTLY CREATIVE. We innovate, nurture and execute upon ideas that not only maximize engagement but optimize revenue generation and business goals. Bolstered by sound digital strategy and sophisticated analytics, our work is confidently creative.ARE
  • CREATING ADIGITAL STRATEGYThe Art of Analytics,Measurement and Success
  • THE AVERAGETENURE OFA CMO IS... 23 MONTHS!
  • 5 CMOs IN 7 YEARS
  • 4 CMOs IN 6 YEARS
  • 3 CMOs IN 5 YEARS
  • Recovering EconomyWHY HIGHTURNOVER? New Technologies or Engagement ChannelsEmerging Issues& Challenges Internet InfluenceFacing Marketers and Voicein 2011SOURCE: CMO COUNCIL New Talent and Skill Set Requirements
  • Social Media & Web 2.0 StrategyWHY HIGH Customer DataTURNOVER? AnalyticsContinuing Education: Competitive Strategy DevelopmentWhere CMOS lookto add skills or Global Strategycompetencies Market Entry andSOURCE: CMO COUNCIL Market Development Web Metrics and Measurement
  • GrowthDollars and Cents Significantly decreasingBudgets shift from traditional to digital Somewhat decreasing Staying the SameQ: What % of your overall marketing budget Somewhat increasing Significantly increasingwas invested in digital channels in 2011 vs 2012?Paid Digital Media Paid Traditional Media Earned/Owned Media 42 40 41 33 27 26 25 18 12 11 8 7 4 4 2
  • Growth 71% RetailAdoption 41% Travel/TourismIndustries showingstrongest growth 38% Financialin use of digitaltechnologySource: SoDA Digital Marketing 30% CPGOutlook Report 2012 30% Medical 29% Automotive 19% Non-profit/arts 15% Government
  • OpportunityThe Evolution of Digital’s Role:Digital now defines strategySource: SoDA Digital Marketing Outlook Report 2012
  • ATTRIBUTE SUCCESS BUDGET, ALLOCATE & DEFEND RESOURCESWHY FORECAST DEMAND OPTIMIZE PERFORMANCEMEASURE?
  • Best effortswill not substitutefor knowledge.- Gordon Bethune CEO, Continental Airlines
  • 9 STEPS TO ASUCCESSFULDIGITAL STRATEGY
  • STEP 1DO AN INTERNALDISCOVERY
  • Sell More Product Drive More Leads Create More BrandDEFINE Awareness Increase Advocacy Increase DonationsSUCCESS
  • ASKYOURSELFWhat is the reason for this initiative?What do you hope to accomplish?How will you judge its success?What are the 3 most important actions a customer should take?What is your fundamental point of differentiation?What is the maximum $ you can spend to acquire a customer?
  • BUSINESSOBJECTIVESIncrease online salesIncrease customer retentionAttract “prospects” / new customersIncrease Frequency of PurchaseLower inbound call volumeIncrease share of voiceShare Business Value PropositionDrive offline action
  • STEP 2DEFINEMEASURABLEKPIs
  • MEASUREAWARENESSENGAGEMENTCONVERSIONLOYALTY
  • KPIsKey Performance IndicatorsDefining measurable KPIs is foundationalto digital marketing programs Awareness Engagement Visits from search engines Content downloads Referrals from social media Content shares Blog & online news mentions Visit services page Conversion Loyalty Lead submission via email Engagement with emails Lead submission via phone RSVPs for seminars Download White Paper Retweets
  • ASKYOURSELFWHAT AREYOUR KPIs?
  • KPIs TEND TO BEINDUSTRY SPECIFIC
  • E-COMMERCEPurchase ProductAdd to CartUse Store LocatorShare via FacebookLike on FacebookSign up for NewsletterAdd to WishlistCheck Shipping & Return InfoEngage with Live ChatRequest Catalog
  • MEDIADownload Media KitContact SalesShare via TwitterShare via LinkedInDownload Press ReleaseDownload White PaperView Case StudyCall Sales via Tracked NumberSign up for NewsletterFollow Brand on Twitter
  • NONPROFITDonateShare via FacebookShare via TwitterShare via EmailSign up for NewsletterAdvocacy/Take ActionFB Like PageSubscribe via RSSBecome a MemberVolunteer
  • NON-PRODUCTE-COMMERCEReserve Storage RoomContact SalesShare via FacebookShare via TwitterSign up for NewsletterUse Live ChatCall via Tracking NumberLike on FBOrder SuppliesGet a Quote
  • INSURANCEGet a QuoteShare via EmailShare via FacebookShare via TwitterSign up for NewsletterRequest Call BackUse Planning ToolsEngage with Career CenterLearn about a Product LineConsult an Agent
  • FINANCIALSERVICESDownload ProspectusFind an Adviser Near YourShare via FacebookShare via TwitterDownload White PaperView Case StudySubmit Lead Gen FormSign up for NewsletterContact UsDownload a Resource
  • PUBLISHINGSign up for NewsletterShare via FacebookShare via TwitterLike Site on FBLike Article on FBComment on ArticleView > X Pages/VisitBe a Return VisitorAdvertise with UsAvg. Time on Site > X
  • ADVERTISINGView WorkContact UsRead BlogShare ThoughtsDownload Case StudyView our WorkBrand CredibilityTalent Recruitment
  • EDUCATION?
  • STEP 3DEFINE A DIGITALA STRATEGY
  • KPIs METRICS DIGITAL STRATEGYPROCESSOVERVIEW
  • KPIs Increase RevenueMETRICS Increase Conversion Rate Increase Avg. Order Value Increase Site Traffic Increase Reorder Rate Increase Per Visitor Value Increase Sharing
  • MORE ABOUTMETRICS 1, 2, 3 VS Counter Metrics Ratio Metrics # of Visits Conversion Rates # of Page Views Newsletter Signup Rate # of Whitepapers Downloaded Average Time on Site
  • SITESTRATEGY INCREASE CONVERSION RATE TO X INCREASE DEPTH OF VISIT TO Y INCREASE ONSITE SHARING BY Z
  • SOCIALSTRATEGY INCREASE ENGAGEMENT BY X DECREASE NEGATIVE POST BY Y INCREASE WORD OF MOUTH BY Z
  • EMAILSTRATEGY INCREASE OPEN RATES BY X INCREASE CTR BY Y INCREASE SIGN UPS BY Z
  • STEP 4MEASURE
  • TAG IT
  • MEASURE IT
  • STEP 5CREATE FUNNELS
  • SAMPLECONVERSIONFUNNEL VISITORS TO WEBSITE: 10,000 TOTAL VISITORS TO THE SITE 60% Visit Shopping Area 100% of Visitors 30% Place Item in Cart 3% Make a Purchase 54 VISITORS COMPLETE GOAL
  • ACQUISITIONDigital Sales FunnelUnderstanding what it takes to acquire a customer General Head Terms Award Industry Blogs / Thought Editorials or (i.e NY Digital Agencies) Sites Leadership Referral Sites Awareness Category or Specific Terms (i.e Digital Marketing Agencies Mentions on Twitter/Facebook NY) Research & Compare Stage Targeted Category LinkedIn Ad Campaigns Ready to Follow on Twitter/LinkedIn Specific Branded Terms Buy Stage Direct Visits (Bookmarked) Reputation Review through Peers
  • STEP 6ASSIGN VALUETO ANY GOAL
  • HOW CAN IDEFINE VALUE FORNON-REVENUEGOALS?
  • NEWSLETTER REVENUE ÷ NEWSLETTER SUBSCRIBERSNEWSLETTERSUBSCRIBER
  • FACEBOOK REVENUE ÷ FACEBOOK LIKESFACEBOOKLIKES
  • IDENTIFY NON-REVENUE GOALSJoin Our TeamContact UsShare via Social
  • INSIDE LOOK: HOW TO DETERMINE VALUEAvg NYC Agency Salary - $100k > Avg Recruitment Fee - 20% > Avg Recruitment Cost - $20kAvg. Interview Rate - 5% > Avg. Cost for Interview - $1000 > Avg. Hire Rate - 10%Value for Join Our Team - $100
  • ASKYOURSELFWHAT ACTIONS DOYOU WANT TOASSIGN VALUE TO?
  • STEP 7OPTIMIZEYOURACQUISITIONCHANNELS
  • E-COMMERCECHANNELATTRIBUTIONSource Visitors Revenue Avg. Rev. Per VisitorFacebook 10000 $17000 $1.70Twitter 5000 $4000 $0.80Pinterest 6000 $9000 $1.50Huffingtonpost 200 $1400 $7.00
  • E-COMMERCECHANNELATTRIBUTIONSource E-Com Rev/Visitor Other Goal Value Last Click Total ValueFacebook $1.70 + $4.56 = $6.26Twitter $0.80 + $0.61 = $1.41Pinterest $1.50 + $3.09 = $4.59Huffingtonpost $7.00 + $4.01 = $11.01
  • YOU CAN’T OPTIMIZE WITHOUT DUE CREDIT Expert Tip: Don’t sell your digital marketing successes short - - understand how multi-channel touchpoints should beMULTI-CHANNEL attributed to conversions.ATTRIBUTIONHow Multiple ChannelsAffect Conversions
  • MULTI-CHANNELATTRIBUTION
  • MULTI-CHANNELATTRIBUTION CHANNEL 1 CHANNEL 2 CHANNEL 3
  • ATTRIBUTIONMODELS Channel Channel Channel 1 2 3 Last Click - - 100% $ Even 35% 33% 33% $ Path Position 15% 25% 60% $ First Click 100% - - $ U Curve 40% 20% 40% $
  • CHANNELATTRIBUTION
  • CHANNELATTRIBUTION
  • STEP 8OPTIMIZEYOURSEGMENTS
  • SAMPLE DIVIDE ANDSEGMENTS COMPARE There’s no shortage of ways to segment your data. Some common segmentations are: •International VS Domestic •Paid Traffic VS Earned Traffic •New VS Return Visitors •Mobile VS Desktop •Converting VS Non-Converting
  • STEP 9OPTIMIZEYOURCAMPAIGNS(SOCIAL, NEWSLETTER, SEO)
  • CAMPAIGNANALYTICS
  • CAMPAIGNANALYTICS
  • AUTOTAGGING
  • AUTOTAGGING
  • HOW IS SOCIALMEASURED?
  • WHAT DO WHAT BRANDSORGANIZATIONS WANT TO MEASURE VS.MEASURE? ACTUALLY MEASURE There is great disparity in what brands deem important vs. what they actually measure. The top two? 1. Social ROI 2. Brand Sentiment
  • BRAND EXPERT TIP:SENTIMENT There are many tools to assist with brand sentiment measurement - - but ultimately, sharp oversight of automatic tools is still needed to ensure tone of voice and sentiment is accurately accounted for. This sample to the left shows an incorrectly tagged “negative” post.
  • BRANDDEFENSE
  • VALUE OFSOCIAL TRAFFIC
  • NEWSLETTERANALYTICS
  • SEOANALYTICS
  • TOOLSTAKEAWAYS TOKICKSTART YOURDIGITAL STRATEGY
  • REAL-TIME:GOOGLE ANALYTICS
  • REAL-TIME ANALYTICS:CHART BEAT
  • OFFLINE INTEGRATION:QR CODE GENERATORS
  • MOUSE TRACKINGANALYTICS
  • SURVEYS
  • USER TESTS
  • REPORTING