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Digital Metrics - Presentation to Schulich School of Business
 

Digital Metrics - Presentation to Schulich School of Business

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Digital Metrics lecture slides providing an overview of digital measure landscape and best practices. The lecture was for MBA Marketing Students at the Schulich School of Business by Rosalina Lin ...

Digital Metrics lecture slides providing an overview of digital measure landscape and best practices. The lecture was for MBA Marketing Students at the Schulich School of Business by Rosalina Lin Allen

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    Digital Metrics - Presentation to Schulich School of Business Digital Metrics - Presentation to Schulich School of Business Presentation Transcript

    • Digital Metrics By: Rosalina Lin-Allen Director, Digital Strategy Tel.416-364-1455 x271 Email. rlinallen@delvinia.com www.twitter.com/rlinallen www.linkedin.com/rlinallenPage 1
    • ABOUT ME LANDSCAPE OVERVIEWAGENDA BEST PRACTICE FUTURE OF DIGITAL & METRICSPage 2
    • Who is Rosalina? DIGITAL EVANGELIST PROUD MOM OF TWOPage 3
    • About Delvinia Digital Strategy g gy & Customer Experience Design CUSTOMER Consultancy. ConsultancyPage 4
    • LANDSCAPE OVERVIEWPage 5
    • Owned Media (e.g. website, apps, e newsletters) e-newsletters) Earned Paid Media Media (e.g. SEM , Display Ads) (e.g. PR (e g PR, social media activities)Page 6
    • Owned MediaCompany W b SiteC Web Sit Mobile A M bil App Campaign Micro-site E-newsletter ProgramPage 7
    • Typical Email Program Measurement+ Open Rate+ Click Through Rate g+ Forward Mail Rate- Bounce Rate- Unsubscribe RatePage 8
    • Typical Website Measurement • Page Views • Vi it Visits • Pages/Visit • Ave. Time Spent on Site • Unique Visitors • Bounce Rate • New Visits • Referring Site • Geography … etc.Page 9
    • Techniques for Measurement Quantitative • Ratings • Customer Satisfaction Survey Qualitative • Usability Test • One-on-one interview • Eye tracking • A/B Split Test pPage 10
    • Mobile AppEBay WebsiteEB W b it Wireframes Wi fPage 11
    • Convergence of the Real & Virtual Worlds Digital Concierge E-commerce at Your Store
    • Paid MediaSearch Engine Marketing Display Ads Page 13
    • Geo-TargetedGeo Targeted Mobile AdsPage 14
    • Typical Paid Media Measurement Paid Media Landscape atorImpressions (CPM) AggregaPay per Click (PPC) Independent t n/a I Fixed Price Auction BasedPage 15
    • Earned MediaRatings, Reviews & Forwarded E-Mail Social Network Page 16
    • Social Operates in Near Real-Time Real Time Page 17
    • Typical Social Media Measurement• Likes (e.g. Facebook)• Followings (e.g. Twitter)• Views (e.g. YouTube) ( g )• Comments & Mentions • Influence of the Commenters/Bloggers• SentimentsPage 18
    • BEST PRACTICEPage 19
    • Best PracticeFinancially focused, integrated view y gbased on the customer journey:1. Understand the customer journey j y2. Align digital touch points with the AWARE customer journey ENGAGE3.3 Define metrics against the customer journey CONVERT4. Track against the customer journey ADVOCATERepeat!Page 20
    • 1.1 Understand the Customer Journey Ratings & Consult Reviews e e s See Product/ Friends Fi d & Family Speak to Schedule Sales Person Test Drive Locate Dealer Purchase Experience Product Product Details & 3rd Compare Buy Party Online Sites Check Various Product Websites RESEARCH ENGAGE CONVERTPage 21
    • 2.2 Align Digital Touch Points with Customer Journey Page 22
    • 2.2 Align Digital Touch Points with Customer JourneyA. ‘Build & Price’ E. Dealer Locator B. Save Config G. Purchase D. D Payment Estimator C. Compare Options F. Schedule a Test Drive Page 23
    • 3. 3 Define Metrics Against the JourneyShopping for a Car: Engagement Step Objectives Obj ti Key Performance (Call to Actions) Indicators Visits Build & Config Time Spent Get a Quote Visit/Unique Visitors to ‘Get a Quote’ ‘Get a Quote’ submission Visit/Unique Visitors to ‘Get a Quote’ Find a Dealer ‘Get a Quote submission Get Quote’ Visit/Unique Visitors to ‘Test Drive’ Section Schedule Test Drive ‘Test Drive Scheduling’ submission g
    • 4.4 Track Against the JourneyPage 25
    • Financially Focused, Integrated View FocusedCategory Tactic Investment Metrics Conversion Rate Click Thru’s/ Cost Per Lead (ave. mo.) Impressions/ Page Complete CTA Views/ Email Open Rate Display Ads $200,000 20,000,000 0.1% 20,000 $10 Mobile Ads $20,000 1,000,000 1.5% 15,000 $1 Awareness Paid Search $100,000 800,000 4% 32,000 $3 SEO $100,000 320,000 15% 48,000 $2 Social Media $100,000 200,000* 1% 2,000 $50 Build & Config 125,000 40% 50,000 $2 Price Estimator $80,000 167,000 56% 93,520 $0 Engage Dealer Locator 86,000 34% 29,240 $0 Email Followup $21,000 123,000 27% 33,210 $1 Total Investment $621,000 Actual Purchase Ave. Purchase Price Purchase Value Convert Purchase at Dealer n/a n/a 562 $47,000 $2,641,4000 Integrated At the end of the day, it’s all Multichannel View about the financialUsing Funnel ApproachU i aF lA h indicators i di
    • Common Pitfalls Siloed views Measuring the wrong things (e.g. lack clarity on th ( l k l it the customer journey) CUSTOMER Stopping here Action without clear objective or strategy bj ti t tPage 27
    • FUTURE OF DIGITAL & METRICSPage 28
    • Digital hasshifted power dynamic p y Consumers have access to information and choice How do you change the way you do business? ? What is the new role of each of your channel and device? Page 29
    • DATA Enables Organizations In Ways g y Considered Beyond Your Reach In the Past. Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone. (source: Harness the Power of Big Data: The IBM Big Data Platform )Page 30
    • Big Data = Real-time Decision Making Ushahidi: Crowdsourced I f ti U h hidi C d d Infectious Disease, Political Violence Tracking and more Page 31
    • Let’s Make the World a Better Placeby M ki B tt D i ib Making Better Decisions Together T th http://youtu.be/f-dfWLaDBPE
    • By: Rosalina Lin-Allen Director, Digital Strategy Delvinia Tel.416-364-1455 Tel 416-364-1455 x271 Email. rlinallen@delvinia.com Twitter. www.twitter.com/rlinallen LinkedIn. www.linkedin.com/rlinallenPage 33