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Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
Measurement in marketing
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Measurement in marketing

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  • 1. Measurement in Marketing The Ugly Truth American Chamber of Commerce October 19th 2010fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM
  • 2. WHAT IS THER O L E O FMARKETING© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 3. C R E EFFIATIV CIECI T Y NCY© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 4. - F A C E B O O K © F5DC 2010 all rights limited, reproduction forbidden without approval – T W I T T E R - WWW.F5DC.COM Y O U T U B E -
  • 5. Are wemeasuring our campaigns ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 6. § Sales conversion Event § Cost of Acquisition § Impact after event 5k § Profile audienceparticipants § Follow up message § Recruitment efficiency© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 7. Home work ScaredTime / Budget Knowledge© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 8. The beauty of digital DIGITALTHE BIGGEST MARKETING OPPORTUNITY ? EVERY MARKETER’S DREAM© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 9. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 10. TRACKING LIVE INFORMATION REACTION© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 11. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 12. 195 TOOLS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 13. “Helpful but Incomplete; Interesting but not useful; W a s t e o f t i m e ” Q : Please rate the effectiveness of each social media measurement tool. Poll of Social Media Freebuzz monitoring Tracking Tweeter click Scientific Control 87.8% 87.1% 81.6% 79.9% Fans, connection, effectiveness (tweedeck, FB stream search, Google Alert) Survey Paid Buzz Monitoring Free Analytics software Paid Analytic software 77.4% 71.9% 66.3% Nielsen Buzz Metrics, Cymphony, Radian 6 Google analytics, Quantcast, Youtube analytics Omniture Source: MarketingProf Fall 2009 Survey© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 14. SO WHAT ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 15. Wrong focus WRONG FOCUS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 16. Reports…Reports…Reports…DATA© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 17. Measure the right thing CPP CPC Sales Impact / Brand Impact© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 18. ✗ One time exercise✗ Data✗ Reports✗ Page views✗ Number of Fans© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 19. DATAREPORTSINSIGHTS© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 20. Not linked to sales info § Insights are difficult § Limited learning Clickstream information § CTR § Page views § # Fans Digital tactics § Banner § Website § Facebook© F5 Digital Consulting – The pyramidal metrics § Search© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 21. Why did it happened ?What is the businessconclusion / action ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 22. Understanding the reason Drive business action© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 23. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 24. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 25. Campaignefficiency© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 26. I do not care if we have zero person going to our event but I want to know it Azhar Azib former CMO Microsoft APAC © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 27. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 28. All numbers shouldcontribute to sales But how ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 29. You can not change the result of a campaign You can only change its cause© F5DC 2010 all rights limited, reproduction forbidden without approval Especially on digital WWW.F5DC.COM
  • 30. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 31. §  Target Audience §  Message §  Creative §  Tactic §  Contact Strategy §  Metrics© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM §  Call to Action
  • 32. Measurement is Planned Leads to conclusion© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 33. Measurement is Phase specifics.© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 34. Measurement is Tactic specifics.© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 35. We need to go back to the basic sales funnel© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 36. All link back to sales   How many should I contact ?   Knowing I will loose some in the process • Past campaign • Expectations • Industry standards   What is my expected end result ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 37. Target for our agency. Define tactics to generate… Required delivered impression on page 20,000,000   where banners are placed   Projected CTR 1% #UV Landing page 200,000   Projected CTR to Newsletter page 10% #UV Newsletter subscription page 20,000   Projected Subscription rate 5%   End TARGET # subscribers 1,000 Our Job as Marketer CTR : ClickThrough Rate UV : unique Visitors© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 38. Total Campaign budget $10,000 Required delivered impression on page 20,000,000 where banners are placed Cost per Delivered impression $0.0005 Projected CTR 1% #UV Landing page 200,000 Cost per UV $0.05 Projected CTR to Newsletter page 10% #UV Newsletter subscription page 20,000 Cost per Newsletter visitor $0.5 Projected Subscription rate 5% End TARGET # subscribers 1,000 Cost per newsletter subscriber $10© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 39. Calculate value of responsive group© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 40. How to measure which group is more responsive ? sub segmentation + INDEX Which group is the most responsive to our message / product ? § Step 1 : Start from the base § Step 2 : Calculate their distribution § Step 3 : How many of them acted ? § Step 4 : Acting distribution Age group ? § Step 5 : Comparison of distribution , not Sex values© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 41. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 42. Compare campaign efficiency© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 43. Gathering Media from the campaign How much money do we spend by channel to generate how many contacts ? CTA (event, registration, visit) How many of those performed the last action ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 44. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 45. ROMI : Comparable measure of campaigns Contacted Value of Incremental Initial Contact Brand and Product Awareness Prospects Value of Incremental Visit Website Product Awareness Initial Response Value of Incremental Apply for Seminar Product Evaluation Initial Action Product Participate in Seminar Education End Action Sales Target Sales Leads Value of Incremental Sales Lead Acquisition© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 46. ROMI Example – Event Total Campaign Costs $ 100,000 Total Event Participants 10,000 Total Incremental Sales $ 2,000,000 Sales Margin 60% Incremental Margin $ 1,200,000 Sales ROMI = $ 2,000,000 : $ 100,000 = 20 Margin ROMI = $ 1,200,000 : $ 100,000 = 12© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 47. ROMI Example – By Channel by Direct Mail by Online Banner by Print AD Cost for Event Invitation $ 10,000 $ 2,000 $ 20,000 Event Participants 3,000 1,000 6,000 Event Cost (Participants) $ 20,400 $ 6,800 $ 40,800 Total Costs $ 30,400 $ 8,800 $ 60,800 Incremental Sales $ 600,000 $ 200,000 $ 1,200,000 Incremental Margin $ 360,000 $ 120,000 $ 720,000 Sales ROMI 19.7 22.7 19.7 Margin ROMI 11.8 13.6 11.8© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 48. Key Performance Indicators - Campaign   Total Contacted Targets 5,840 ROMI 1 Total Contacts 15,869 Average Contacts per Customer 2.7     Unique Site Visitors Identified 677 Response Rate - Targets to Site Visitors 11.6% Response Rate - Contacts to Site Visitors 4.3% Total Unique Visitors 1,968 ROMI 3     Total Event Reservation 189 Response Rate - Site Visitors to Reservations 27.9% Response Rate - Targets to Reservations 3.2%     Total Invitations sent 135 Total invited Event Participants 89 Total "walk-in" 59 "Walk-in" Rate 39.9% Total "No-Show" 46 "No-Show" Rate 34.1% Total Event Participants 148 ROMI 4     Key Performance Indicators - Qualified Sales Leads Sales Leads - Qualified as HOT (80% Sales Chance) 11 Sales Leads - Qualified as Warm (60% Sales Chance) 8 Total Generated and Qualified Sales Leads 19 ROMI 5     Conversion Rate Participants to Sales Leads 12.84%     Total Campaign Costs 30,000 Costs per Qualified Sales Lead 1,579© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 49. Philips LED - Campaign Metrics China Module Update: 2010-03-31 Generating Site Traffic Consumer Profile Voucher Management Campaign Response Male Consumers Road Shows Created Distributed Registered Free Sign-up Pre-Order < 20 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 20 - 29 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 30 - 39 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 40 - 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% > 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% unknown age 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total 8,888 100% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Female Consumers Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% < 20 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 20 - 29 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 30 - 39 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 40 - 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% > 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% unknown age 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total 8,888 100% Subtotal 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total Acquired Consumers Delivered Unique Site < 20 Years 8,888 1.0% Other Traffic Drivers Click Through CTR Site Visits Impressions Visitors 20 - 29 Years 8,888 1.0% Philips.Com 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 30 - 39 Years 8,888 1.0% Media 1 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 40 - 49 Years 8,888 1.0% Media 2 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 > 49 Years 8,888 1.0% Media 3 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 unknown age OR gender 8,888 1.0% Media 4 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Total 8,888 100% Media 5 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Media 6 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Family Profile Media 7 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Single 8,888 1.0% Media 8 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Married - No Children 8,888 1.0% Media 9 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Married - Yes Children 8,888 1.0% Media 10 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Others or unknown 8,888 1.0% Subtotal 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Total 8,888 100% Site Traffic Response Mechanics Total Site Traffic Unique Visitors Site Visits Free Sign-up Pre-Order Campaign Key Performance Indicators Road Shows 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Pre-Ordered LED Products 888,888 Other Traffic Drivers 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Redemption Vouchers Sent 888,888 Total Traffic 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Vouchers Redeemed for Purchase at Retail-POS 888,888 Redemption Rate 1.00% Engagement and Sales Conversion Total Unique Site Visitors 888,888 Sent Delivered Opened Site Visits Pre-Order Total Site Visits 888,888 Sorry E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Estimated Site Re-Visitation Rate 1.00% Monthly Newsletter 1 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Why LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00% Monthly Newsletter 2 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Discover LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00% Monthly Newsletter 3 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Experience LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00% Total Newsletter 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Completed Consumer Surveys (Percentage based on Total Unique Site Visitors) 888,888 1.00% Reminder E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Total Campaign Costs - EUR 888,888 Total Number of Sales 888,888 Stock Available E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Average Net-Profit per Sales - EUR 888,888 Total Engagement 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Return on Invest (ROI) / Return on Promotion (ROP) 1.00%© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 50. Master the process to get to proper measurement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 51. 7 steps measurement Project Measured Testing and Process KPI Apply planning objectives Improvements mapping Dashboards measurement Improve Start your campaign© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 52. Phase 1 Project planning© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 53. Planning campaign is the only way to succeed Consumer needs Strategy Where are What do I expect consumer today. from consumers Starting point at the end ? What are the steps I expect from him ? §  Key opportunity from each Media : Include or not §  Marketing objectives §  How each elements brings me closer to my goal §  Tactics and response time §  Promotional Modules §  Information category §  Each phase has its own objective §  Measurement of each steps, how many goes from A to B §  As detailed as possible© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 54. Updated marketing sales funnel© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 55. Simplified sales funnel example Online banner Social Media Website DataBase Conversion acquisition Sales eDM offer Social Media© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 56. Phase 2 Define objectives© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 57. Each Steps What to do ? What Measure ? Simulate Campaign before it starts §  From strategy § To Objectives §  To Metrics § To tactics §  Channels § CTA© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 58. Defining objectives Step 4 Buy Step 3 What to do ? What Measure ? Step 2 What to do ? What Measure ? Step 1 What to do ? What Measure ? What are the steps I expect from him ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 59. Phase 3 Testing© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 60. Do you want to gamble your results ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 61. § Creative Concept§ Copyright Concept§ Measurement Concept ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 62. Test of eDM Before deployment 4 Target audience Total Philips Database 1 Creative 118,318 4 customized messages 10% 3 Headers Creative© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 63. Results Creative Test Launch§  3 Headers §  Selected Headers§  4 Target Groups §  4 target Groups §  Targeted message YTD Target YTDDelivered 8,324 Delivered 74,660Open 32.33% 18% Open 42%CTR 13.38% * 5% CTR 14%Members 438 Members 3,134Total 530 (inc 92) Total 3,664 Creative© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 64. 4 times more efficiency than Average PHILIPS CL Average FAMILY REWARDS PROGRAM 53% 50% 42% 34% 30% 25% 18% 14% 12% 3% Invitation April eDM May eDM Carnival Average CLS Creative Open rate CTR© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 65. Phase 4 Process Contact Strategy© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 66. Mapping everysteps from theconsumer froms t a r t t ocampaign end© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 67. Example of simple mapping eDM – Follow- Promotion Registration Search up Banner Website Experience DB eDM – Up-Sell eDM Product Purchase Social Media eDM – Online Store Cross Sell Unidentified Traffic WWW.F5DC.CO© F5DC 2010 all rights limited, reproduction forbidden without approval M
  • 68. A more complicated one Membership Phase Week 1 Ongoing 1st Month Each Months Contents Targeting High Traffic Sites Member Status Online Banners on high Traffic Contents Targeting sites Interests Member Status Purchase Probability Search Interests Personal Events Key Word Search Purchase Probability Customer Value Personal Events Point Status Customer Value Philips Website Point Status Multiple banner placement across the Website Customize and Assemble Contents Transactional E-Mail Corporate Program Customize and Assemble Program News Follow-up of member online Access of larger Consumer Contents activities and/or update Sales Offers Pools members about new points Program News Point Status being generated. Sales Offers Brand and Products Retail Mail leads instantly to website New Member Confirmation eDM Point Status Personal Events Information and Reminder of Customer DB visit. Family Rewards Confirmation and Welcome Brand and Products etc. contact that leads to the Personal Events Program Site. Philips Databases etc. Use of the full potential within Philips Monthly eDM Customer Care Center Monthly eDM that builds a Personal Engagement and strong relationship with the Monthly eDM Acquisition Program brand and drives program Website Monthly eDM that builds a engagement. strong relationship with the Experience Showroom brand and drives program Information and Reminder of engagement. Family Rewards Multiple Touch Immediate Tangible and Diverse Ongoing Points Engagement instant Value Contents about Relationship Delivery Brand, Building Products and68© F5DC 2010 all rights limited, reproduction forbidden without approval Program
  • 69. Pre-Campaign During Campaign Post-Campaign Campaign Database (one per country) Reporting Create Voucher PDFs Promo Codes Registration Step 1 Metrics on number of Reminder Emails F5: Generate one promo code for registrations over time, each roadshow location in each Consumer enters: Name, IC no., Email, Send emails to consumers who demographics analysis, etc. country Presurvey Answers, Promo Code have registered but not redeemed their trial bulb Yes Print Vouchers Philips CN/KR: Print vouchers and promo code stickers Yes Does consumer Is consumer eligible have a voucher with for free trial? a promo code? Monthly Newsletter Distribute Vouchers Campaign No No Program updates in order to Landing Philips CN/KR: Distribute vouchers to trigger re-visitations of the roadshow locations (all vouchers at Page campaign site one location will have the same promo code) Product Information about LED Sorry Email bulbs and various innovations by Consumer receives email: Sorry, there Philips Consumer Gets Voucher Roadshow Info Page are no more trial bulbs, but you can pre-order to buy bulbs at a discount. Product promotions, etc. Consumer gets a voucher from Consumer is asked to go down to a roadshow with promo code roadshow and pick up a voucher Congratulations Email Pre-Order Bulbs Stock Availability Email Consumer With Voucher Consumer receives email: Consumer is brought to pre-order F5: Send email to all consumers who Congratulations! Click here to enter page on website and enters the pre-ordered with printable voucher, Consumer receives voucher from your delivery address. You can also number of bulbs to pre-order no. of bulbs pre-ordered, and details of roadshow and visits campaign site Philips.com print this email to buy bulbs at a retail locations discount. Consumer visits Philips.com and clicks on a campaign banner there Consumer Without Voucher Consumer visits campaign site directly or via a link, without a voucher Registration Step 3 Mail Bulb to Winners Other Online Promotions Consumer clicks on link to website; Philips CN/KR: Send trial bulbs to E.g. Online banners, emails, search consumer enters: Address, Contact winners via registered mail or hand engines, friend referral, etc. Number delivery 69 11/10/10 © F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 70. Phase 5 Prepare dashboard© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 71. AVOID THIS … Dashboard provides §  1 page ! § Clear view § Summary of numbers § Key actions § Prepared in advance § Standardize all KPIs© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 72. Standardize KPIs What can not be compared What can Click through Cost per click (responses rates) Cost per order Unique visitors Cost per unique visitor # fans Total incremental sales Cost per sales Review the campaign § Collect information § Standardize methodology § Definition and NPS measure § Development of dashboard § Definition of ROI© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 73. Philips LED - Campaign Metrics China Module Update: 2010-03-31 Generating Site Traffic Consumer Profile Voucher Management Campaign Response Male Consumers Road Shows Created Distributed Registered Free Sign-up Pre-Order < 20 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 20 - 29 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 30 - 39 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 40 - 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% > 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% unknown age 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total 8,888 100% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Female Consumers Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% < 20 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 20 - 29 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 30 - 39 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% 40 - 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% > 49 Years 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% unknown age 8,888 1.0% Name and Location 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total 8,888 100% Subtotal 8,888 8,888 1.0% 8,888 1.0% 8,888 1.0% 8,888 1.0% Total Acquired Consumers Delivered Unique Site < 20 Years 8,888 1.0% Other Traffic Drivers Click Through CTR Site Visits Impressions Visitors 20 - 29 Years 8,888 1.0% Philips.Com 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 30 - 39 Years 8,888 1.0% Media 1 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 40 - 49 Years 8,888 1.0% Media 2 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 > 49 Years 8,888 1.0% Media 3 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 unknown age OR gender 8,888 1.0% Media 4 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Total 8,888 100% Media 5 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Media 6 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Family Profile Media 7 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Single 8,888 1.0% Media 8 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Married - No Children 8,888 1.0% Media 9 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Married - Yes Children 8,888 1.0% Media 10 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Others or unknown 8,888 1.0% Subtotal 888,888,888 888,888,888 1.00% 888,888,888 888,888,888 Total 8,888 100% Site Traffic Response Mechanics Total Site Traffic Unique Visitors Site Visits Free Sign-up Pre-Order Campaign Key Performance Indicators Road Shows 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Pre-Ordered LED Products 888,888 Other Traffic Drivers 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Redemption Vouchers Sent 888,888 Total Traffic 888,888,888 888,888,888 888,888,888 888,888,888 1.0% Total Vouchers Redeemed for Purchase at Retail-POS 888,888 Redemption Rate 1.00% Engagement and Sales Conversion Total Unique Site Visitors 888,888 Sent Delivered Opened Site Visits Pre-Order Total Site Visits 888,888 Sorry E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Estimated Site Re-Visitation Rate 1.00% Monthly Newsletter 1 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Why LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00% Monthly Newsletter 2 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Discover LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00% Monthly Newsletter 3 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Unique Visitors "Experience LED" (Percentage based on Total Unique Site Visitors) 888,888 1.00% Total Newsletter 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Completed Consumer Surveys (Percentage based on Total Unique Site Visitors) 888,888 1.00% Reminder E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Total Campaign Costs - EUR 888,888 Total Number of Sales 888,888 Stock Available E-Mail 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Average Net-Profit per Sales - EUR 888,888 Total Engagement 888,888 888,888 1.0% 888,888 1.0% 888,888 1.0% 888,888 1.0% Return on Invest (ROI) / Return on Promotion (ROP) 1.00%© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 74. Phase 6 Applymeasurement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 75. http://www.fujixerox-transpromo.com© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 76. Sales relatedSHOW Efficiency measurementME THE ListeningMONEY© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM CTA and business insights © LV, the wrong comes up
  • 77. Thanks.Do you have any question ? http://bit.ly/aEmARR f5dc gregbirgefanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM

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