Digital Measurement - a Determinant in Tracking and Measuring Marketing Performance

  • 203 views
Uploaded on

The presentation discusses the concepts and principles of digital measurement in tracking and measuring marketing performance.

The presentation discusses the concepts and principles of digital measurement in tracking and measuring marketing performance.

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
203
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
16
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. [  Digital  Measurement  ]   More  than  just  coun.ng  hits    
  • 2. [  Company  history  ]  §  Datalicious  was  founded  in  2006  §  Strong  Omniture  web  analy.cs  history  §  one-­‐stop  data  agency  with  specialist  team  §  Combina.on  of  analysts  and  developers  §  Making  data  accessible  and  ac.onable  §  Driving  industry  best  prac.ce  §  Evangelizing  use  of  data  May  2010   ©  Datalicious  Pty  Ltd   2  
  • 3. [  Challenging  clients  ]  May  2010   ©  Datalicious  Pty  Ltd   3  
  • 4. [  Data  driven  marke:ng  ]     Data   Insights   Ac:on   Pla<orms   Repor:ng   Applica:ons         Data  collec:on  and  processing   Data  mining  and  modelling   Data  usage  and  applica:on         Web  analy:cs  solu:ons   Customised  dashboards   Marke:ng  automa:on         Omniture,  Google  Analy:cs,  etc   Media  aKribu:on  models   Aprimo,  Trac:on,  Inxmail,  etc         Tagless  online  data  capture   Market  and  compe:tor  trends   Targe:ng  and  merchandising         End-­‐to-­‐end  data  pla<orms   Social  media  monitoring   Internal  search  op:misa:on         IVR  and  call  center  repor:ng   Online  surveys  and  polls   CRM  strategy  and  execu:on         Single  customer  view   Customer  profiling   Tes:ng  programs    May  2010   ©  Datalicious  Pty  Ltd   4  
  • 5. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Digital  metrics  ]  May  2010   ©  Datalicious  Pty  Ltd   5  
  • 6. [  Data  and  what  you  pay  for  it  ]  May  2010   ©  Datalicious  Pty  Ltd   6   Source:  Omniture  Summit,  MaN  Belkin,  2007  
  • 7. HITS   How  Idiots  Track  Success  May  2010   ©  Datalicious  Pty  Ltd   7  
  • 8. [  Basic  website  metrics  ]  §  Page  view/impression:  The  number  of  .mes  a  page  (an   analyst-­‐definable  unit  of  content)  was  viewed.  §  Visit/session:  A  visit  is  an  interac.on,  by  an  individual,   with  a  website  consis.ng  of  one  or  more  requests  for  an   analyst-­‐definable  unit  of  content  (i.e.  “page  view”).  If  an   individual  has  not  taken  another  ac.on  (typically   addi.onal  page  views)  on  the  site  within  a  specified  .me   period,  the  visit  session  will  terminate.  §  Unique  visitor/browser:  The  number  of  inferred   individual  people  (filtered  for  spiders  and  robots),  within   a  designated  repor.ng  .meframe,  with  ac.vity   consis.ng  of  one  or  more  visits  to  a  site.  Each  individual   is  counted  only  once  in  the  unique  visitor  measure  for   the  repor.ng  period.  May  2010   ©  Datalicious  Pty  Ltd   8   Source:  Web  Analy.cs  Defini.ons,  Web  Analy.cs  Associa.on,  2007  
  • 9. [  Browser  side  tracking  process  ]   What  if:  Someone  deletes  their  cookies?  Or  uses  two   computers,  one  at  work  and  one  at  home?  Or  two     people  use  the  same  account  or  computer?  May  2010   ©  Datalicious  Pty  Ltd   9   Source:  Google  Analy.cs,  Jus.n  Cutroni,  2007  
  • 10. [  Overes:ma:on  of  unique  visitors  ]  The  study  examined  data    from  two  of  the  UK’s  busiest    ecommerce  websites,  ASDA  and  William  Hill.    Given  that  more  than  half    of  all  page  impressions  on    these  sites  are  from  logged-­‐in    users,  they  provided  a  robust    sample  to  compare  ip-­‐based  and  cookie-­‐based  analysis  against.  The  results  were  staggering,  for  example  an  IP-­‐based  approach  overes.mated  visitors  by  up  to  7.6  .mes  whilst  a  Cookie-­‐based  approach  overes.mated  visitors  by  up  to  2.3  .mes.  The  percentage  error  in  cumula.ve  unique  visitor  figures  over  a  28  day  period  on  one  of  the  sites  can  be  seen  in  the  graph  above.    May  2010   ©  Datalicious  Pty  Ltd   10   Source:  White  Paper,  RedEye,  2007  
  • 11. [  Mul:ply  iden:fica:on  points  ]   Probability  of  iden.fica.on  through  cookie  140%  120%  100%   80%   60%   40%   20%   0%   0   4   8   12   16   20   24   28   32   36   40   44   48   Weeks  May  2010   ©  Datalicious  Pty  Ltd   11  
  • 12. [  Digital  metric  categories  ]   +Social  May  2010   ©  Datalicious  Pty  Ltd   12   Source:  Accuracy  Whitepaper  for  web  analy.cs,  Brian  Cligon,  2008  
  • 13. [  Digital  means  global  ]   “The  image  is  a  model  of  the  Internet,   based  on  how  many  people  view  different   sites  and  how  these  sites  are  related  to   each  other.  There  are  3  colours  on  this   model.  Red,  Green  and  Blue.  Each   represents  users  from  US,  Europe  and  Asia.     The  picture  illustrates  how  non  linear  the   digital  world  is.  It  also  shows  how  some   sites  have  a  strong  centre  of  gravity  for   mass  audiences;  others  have  strong     centres  of  gravity  for  niche  audiences.   It  is  important  to  iden.fy  where  marke.ng   is  going  to  have  most  impact  -­‐  crea.ng   powerful  programs  on  niche  sites,  which   gradually  extend  an  influence  on  the  larger   communi.es;  or  (more  expensive)   marke.ng  ac.vity  on  mass  sites,  that  will   then  generate  a  frenzy  of  interest  in  smaller   niche  groups.”  May  2010   ©  Datalicious  Pty  Ltd   13   Source:  Carat/Isobar,  2007  
  • 14. [  Defining  metrics  frameworks  ]   Media  and  search  data   Website,  call  center  and  retail  data   Reach   Engagement   Ac:on   +Buzz   (Awareness)   (Interest  &  Desire)   (Ac.on)   (Sa.sfac.on)   Quan.ta.ve  and  qualita.ve  research  data   Social  media  data   Social  media  May  2010   ©  Datalicious  Pty  Ltd   14  
  • 15. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Measuring  reach  ]  May  2010   ©  Datalicious  Pty  Ltd   15  
  • 16. [  New  marketplace:  Search  ]  May  2010   ©  Datalicious  Pty  Ltd   16  
  • 17. [  Search  at  all  stages  ]  May  2010   ©  Datalicious  Pty  Ltd   17   Source:  Inside  the  Mind  of  the  Searcher,  Enquiro  2004  
  • 18. [  Non-­‐linear  conversion  funnel  ]  14/11/12   ©  Datalicious  Pty  Ltd   18   Source:  McKinsey,  2009  
  • 19. May  2010   ©  Datalicious  Pty  Ltd   19  
  • 20. [  Importance  of  search  ]   30-­‐40%   60-­‐70%  May  2010   ©  Datalicious  Pty  Ltd   20  
  • 21. May  2010   ©  Datalicious  Pty  Ltd   21  
  • 22. May  2010   ©  Datalicious  Pty  Ltd   22  
  • 23. [  Online  insights  influencing  offline  ]  May  2010   ©  Datalicious  Pty  Ltd   23  
  • 24. [  Search  data  and  media  planning  ]  May  2010   ©  Datalicious  Pty  Ltd   24  
  • 25. May  2010   ©  Datalicious  Pty  Ltd   25  
  • 26. May  2010   ©  Datalicious  Pty  Ltd   26  
  • 27. [  Ad  server  exposure  test  ]   1   User  qualifies  for  the  display  campaign   (if  the  user  has  already  been  tagged  go  to  step  3)   1st  impression   2   Audience  Segmenta:on   10%  of  users  in  control  group,  90%  in  exposed  group   User  tagged  with  segment   Measurement:   Conversions  per   1000  unique   Control   Exposed   visitors   (displayed  non-­‐branded  message)   (displayed  branded  message)   User  remains  in  segment   N  impressions   3   Control   Exposed   (displayed  non-­‐branded  message)   (displayed  branded  message)  May  2010   ©  Datalicious  Pty  Ltd   27  
  • 28. [  Hitwise  Mosaic  segment  swing  ]  australia.com  vs.  newzealand.com   australia.com  vs.  bulafiji.com     Source:  Hitwise.com.au,  2008  May  2010   ©  Datalicious  Pty  Ltd   28  
  • 29. [  Hitwise  Mosaic  segment  swing  ]  australia.com  vs.  newzealand.com   australia.com  vs.  newzealand.com   Source:  Hitwise.com.au,  2008  May  2010   ©  Datalicious  Pty  Ltd   29  
  • 30. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Measuring  engagement  ]  May  2010   ©  Datalicious  Pty  Ltd   30  
  • 31. [  Conversion  funnel  1.0  ]   Campaign  responses   Conversion  funnel   Product  page,  add  to  shopping  cart,  view  shopping  cart,   cart  checkout,  payment  details,  shipping  informa.on,   order  confirma.on,  etc   Conversion  event  May  2010   ©  Datalicious  Pty  Ltd   31  
  • 32. [  Conversion  funnel  2.0  ]   Campaign  responses  (inbound  spokes)   Offline  campaigns,  banner  ads,  email  marke.ng,     referrals,  organic  search,  paid  search,     internal  promo.ons,  etc       Landing  page  (hub)       Success  events  (outbound  spokes)   Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,     call  back  request,  registra.on,  product  comparison,     product  review,  forward  to  friend,  etc  May  2010   ©  Datalicious  Pty  Ltd   32  
  • 33. [  Addi:onal  success  metrics  ]   Click   Through   $   Click   Add  To   Cart   Through   Cart   Checkout   ?   $   Click   Bounce   Pages  Per   Avg  Cart   Through   Rate   Visit   Value   $   Click   Call  back   Store   Through   requests   Searches   [  ...  ]   $  May  2010   ©  Datalicious  Pty  Ltd   33  
  • 34. Customiza:on  May  2010   ©  Datalicious  Pty  Ltd   34  
  • 35. May  2010   ©  Datalicious  Pty  Ltd   35  
  • 36. Crowdsourcing  May  2010   ©  Datalicious  Pty  Ltd   36  
  • 37. May  2010   ©  Datalicious  Pty  Ltd   37  
  • 38. [  Book:  Tuned  In  ]   “70%  or  more  of  new   products  or  new   product  decisions   were  made  without   market  data”  May  2010   ©  Datalicious  Pty  Ltd   38   Source:  hNp://www.pragma.cmarke.ng.com/tunedin  
  • 39. [  Social  media  data  ]   Facebook  Connect  gives  you  the   following  and  more,  with  just  one  click     ID,  first  name,  last  name,  middle  name,   picture,  affilia.ons,  last  profile  update,   .me  zone,  religion,  poli.cal  interests,   interests,  sex,  birthday,  aNracted  to   which  sex,  why  they  want  to  meet   someone,  home  town,  rela.onship   status,  current  loca.on,  ac.vi.es,  music   interests,  tv  show  interests,  educa.on   history,  work  history,  family  and  email       Need  anything  else?  May  2010   ©  Datalicious  Pty  Ltd   39  
  • 40. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Measuring  ac:on  ]  May  2010   ©  Datalicious  Pty  Ltd   40  
  • 41. [  Key  metrics  by  website  type  ]  May  2010   ©  Datalicious  Pty  Ltd   41   Source:  Omniture  Summit,  MaN  Belkin,  2007  
  • 42. [  Success  aKribu:on  models  ]   Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par:al  credit  May  2010   ©  Datalicious  Pty  Ltd   42  
  • 43. [  De-­‐duplica:on  across  channels  ]   Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Omniture   Pla<orm   Email     Email   Blast   Pla<orm   $   Organic   Google   Search   Analy:cs   $  May  2010   ©  Datalicious  Pty  Ltd   43  
  • 44. [  First  vs.  last  click  aKribu:on  ]   Chart  shows   percentage  of   channel  touch   points  that  lead   to  a  conversion.   Neither  first     nor  last-­‐click   measurement   would  provide   true  picture    May  2010   ©  Datalicious  Pty  Ltd   44  
  • 45. [  Path  to  purchase  ]   Banner     SEM   Partner   Direct     Click   Generic   Site   Visit   $   Banner     SEO   View   Generic   $   TV   SEO   Banner     Ad   Branded   Click   $   Print     Social     Email   Direct     Ad   Media   Update   Visit   $  May  2010   ©  Datalicious  Pty  Ltd   45  
  • 46. [  Paid  and  organic  stacking  ]  May  2010   ©  Datalicious  Pty  Ltd   46  
  • 47. [  Website  entry  survey  ]   Greatest  Influencer  on  Branded  Search  /  STS   De-­‐duped  Campaign  Report   { Channel   %  of  Influence   Channel   %  of  Conversions   Word  of  Mouth   32%   Straight  to  Site   27%   Blogging  &  Social  Media   24%   SEO  Branded   15%   Newspaper  Adver.sing   9%   SEM  Branded   9%   Display  Adver.sing   14%   SEO  Generic   7%   Email  Marke.ng   7%   SEM  Generic   14%   Retail  Promo.ons   14%   Display  Adver.sing   7%   Affiliate  Marke.ng   9%   Conversions  aNributed  to  search  terms   Referrals   5%   that  contain  brand  keywords  and  direct   Email  Marke.ng   7%   website  visits  are  most  likely  not  the   origina.ng  channel  that  generated  the   awareness  and  as  such  conversion   credits  should  be  re-­‐allocated.    May  2010   ©  Datalicious  Pty  Ltd   47  
  • 48. [  Reason  for  website  visit  ]   Those  who  entered  the  website  site  directly  or  via  branded  organic  search  terms   had  the  highest  awareness  and/or  experience  with  retail  display  followed  by   having  previously  visited  the  site.                                             Q:  What  was  the  reason  or  reasons  for  this  visit  to  vodafone.com.au?  May  2010   ©  Datalicious  Pty  Ltd   48  
  • 49. [  Forrester  media  aKribu:on  ]   Chart  shows  an   example  only,   aNribu.on  model   needs  to  be  defined   for  each  company   separately  based  on   their  individual   success  metrics  (and   cookie  expira.on   policies).  May  2010   ©  Datalicious  Pty  Ltd   49  
  • 50. [  Calls  to  ac:on  ]  May  2010   ©  Datalicious  Pty  Ltd   50  
  • 51. [  Research  online  buy  in  store  ]  May  2010   ©  Datalicious  Pty  Ltd   51   Source:  2008  Digital  Future  Report,  Surveying  The  Digital  Future,  Year  Seven,  USC  Annenberg  School  
  • 52. [  Store  locator  searches  ]  May  2010   ©  Datalicious  Pty  Ltd   52  
  • 53. [  Integrated  campaign  flow  ]   =  Paid  Media   Organic     PR,  Events,     Search   Social,  etc   =  Viral  Element   =  Voucher   YouTube,     Home  Page,   Paid     TV,  Print,     Blog,  etc   Portal,  etc   Search   Radio,  etc   Direct  Mail,   Landing  Page,   Sponsorships,   Email,  etc   Compe::on   Display  Ads,  etc   V1   V2   CRM   Facebook   Program   TwiKer,  etc   V3   Point  of  Sale,   Retail     Kiosks,  etc   Outlets  February  2010   ©  Datalicious  Pty  Ltd   53  
  • 54. [  Offline  sales  driven  by  online  ]   Tying  offline  conversions  back  to  online  campaign  and  research  behavior  using   standard  cookie  technology  by  triggering  virtual  online  order  confirma.on   pages  for  offline  sales  using  email  receipts.   Website.com   Phone   Virtual  Order   Research   Orders   Credit  Check   Fulfilment   @   Confirma:on   Adver:sing     Website.com   Retail   Virtual  Order   Campaign   Research   Orders   Credit  Check   Fulfilment   @   Confirma:on   Website.com   Online   Online  Order   Virtual  Order   Research   Orders   Confirma:on   Credit  Check   Fulfilment   @   Confirma:on   Cookie   Cookie   Cookie  February  2010   ©  Datalicious  Pty  Ltd   54  
  • 55. Sta:s:cal  significance:  Why  does  it  maKer?  May  2010   ©  Datalicious  Pty  Ltd   55  
  • 56. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Measuring  buzz  ]  May  2010   ©  Datalicious  Pty  Ltd   56  
  • 57. [  Back  to  basics  ]   Search   Service   Product   Company   Promo:on   Consumer   Experience   Brand   Word  of  mouth,  blogs,   emails,  tweets,  reviews,   social  networks,  social   media,  fan  pages,  etc  April  2010   ©  Datalicious  Pty  Ltd   57   Source:  Don  Schultz,  Northwestern  University  
  • 58. May  2010   ©  Datalicious  Pty  Ltd   58  
  • 59. Social  media  analy:cs:  People  vs.  machine  May  2010   ©  Datalicious  Pty  Ltd   59  
  • 60. Iden:fy  influencers  and  advocates  May  2010   ©  Datalicious  Pty  Ltd   60  
  • 61. [  Where  to  focus  ]  May  2010   ©  Datalicious  Pty  Ltd   61  
  • 62. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  [  Useful  links  ]  May  2010   ©  Datalicious  Pty  Ltd   62  
  • 63. [  News  and  research  ]  §  hNp://blog.datalicious.com  §  hNp://www.emarketer.com  §  hNp://www.marke.ngcharts.com  §  hNp://www.techcrunch.com  §  hNp://www.smartbrief.com/iab  §  hNp://www.trendwatching.com  §  hNp://www.springwise.com  §  hNp://www.useit.com/alertbox  §  hNp://weblogs.hitwise.com  [  august  2008  ]   [  datalicious.com  ]  
  • 64. [  Trends  and  data  ]  §  hNp://www.google.com/trends    §  hNp://www.google.com/sktool  §  hNp://www.google.com/webmasters  §  hNp://www.google.com/adplanner  §  hNp://www.google.com/videotarge.ng  §  hNp://www.hitwise.com.au/datacenter    §  hNp://www.compete.com/    §  hNp://www.alexa.com/    §  hNp://wiki.kenburbary.com/  [  august  2008  ]   [  datalicious.com  ]  
  • 65. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twiNer.com/datalicious    May  2010   ©  Datalicious  Pty  Ltd   65