Digital analytics and data


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Digital analytics and data

  2. 2. Thing is these days, everyone is online and the communication is two ways <br />Over 500m members<br />Over 24 hours of content uploaded every minute<br />52% penetration of smart phones in the USA forecast for 2011 bigger than regular phones<br />7/6/2010<br />2<br />
  3. 3. You can embrace this future by making decisions based on the data this new world produces <br />7/6/2010<br />Sample Footer Text Here<br />3<br />Personalisation<br />Data<br />Device Convergence<br />Content Combining<br />
  4. 4. …and the thing is, the hype is justified. $ are finally catching up!<br />7/5/2010<br />4<br />$50bn<br />
  5. 5. 6/28/2010<br />Sample Footer Text Here<br />5<br />Clients are seeking effective metrics and proven ROI from digital media<br />Lack of consistent, 3rd party metrics across all digital media platforms<br />Beyond reach and clicks - behavioral<br />Brand Advocacy<br />Marketing effectiveness and ROI benchmarks relative to offline media channels<br />
  6. 6. 6/28/2010<br />Sample Footer Text Here<br />6<br />The questions are the same…but there are new ones<br />“Ok, ok. I know I need to start spending online but….”<br />How much to spend? <br />Where to spend it?<br />Over what time?<br />How do I react quickly based on data collected?<br />
  7. 7. 6/28/2010<br />Sample Footer Text Here<br />7<br />Our new marketing reality <br />From…..<br />Owned<br />Paid<br />Earned<br />Earned<br />Owned<br />To…..<br />Paid<br />
  8. 8. 6/28/2010<br />Sample Footer Text Here<br />8<br />Imagine you need to get an important person from Wimbledon to Mallorca.....<br />Do you?<br />Fly Direct?<br />Take a bus to Portsmouth, then a boat?<br />Take a train to Paris then hire a car and drive?<br />What if the flight is delayed?<br />What if your car breaks down?<br />Do you have a contingency plan?<br />
  9. 9. 6/28/2010<br />Sample Footer Text Here<br />9<br />Process for analytical decision making<br />Challenge and Journey<br />Vehicles<br />Course Correction<br />Choose relevant vehicles to deliver KPIs<br />Dynamic adaption of sites, keywords, content, seeding to meet objectives<br />Identify business objectives and KPIs<br />
  10. 10. 6/28/2010<br />Sample Footer Text Here<br />10<br />Challenge and Journey<br />Challenge<br />Generate Xm new registrations by end Q4 2010 with an average cost per registration of €Y<br />KPIs<br />Increase unique user interaction with brand site content by X%<br />Generate Xm site conversions at a cost of €Z<br />Recruit Y fans to Facebook fan page<br />
  11. 11. Challenge and Journey<br />06/07/2010<br />Sample Footer Text Here<br />11<br />Banner <br />impression<br />Conversion<br />Site arrival<br />Recommend<br />Seek<br />Involve<br />Act<br />Share<br /><ul><li>Unique user interaction rate
  12. 12. Brand favourability
  13. 13. Cost-per-interaction
  14. 14. Reach
  15. 15. Cost per exposure
  16. 16. Response rate
  17. 17. Qualified lead
  18. 18. Cost-per-unique response
  19. 19. Cost-per-conversion / lead
  20. 20. # Fans / Likes
  21. 21. Distribution rate
  22. 22. Comment rate
  23. 23. Favourable buzz
  24. 24. Cost-per-send-to-friend</li></li></ul><li>6/28/2010<br />Sample Footer Text Here<br />12<br />Process for analytical decision making<br />
  25. 25. 06/07/2010<br />Sample Footer Text Here<br />13<br />Different channels assist each other and themselves prior to last click<br />Brand PPC<br />Generic PPC<br />Display<br />Sales<br />Bubble size: no. of customer kick start a journey; <br />Line width: total customer traffic volume.<br />Source: Atlas click path report<br />
  26. 26. 06/07/2010<br />Sample Footer Text Here<br />14<br />Top 10 conversion rate routes: Start journey further away and finish with brand terms or display<br />Brand PPC<br />Generic PPC<br />Display<br />Sales<br />Customers start with brand PPC or generic PPC then change to display show the highest conversion rate – 19%.<br />% inside bubble shows conversion rate of customers travelling on particular route.<br />
  27. 27. How do we bring this together in a decision making environment?<br />06/07/2010<br />Sample Footer Text Here<br />15<br />ROI by Market / Activity Protect media that strongly contribute to objectives<br />CPS vs CTR Minimise sites, keywords that don’t drive sales<br />80% of Activities live in the long tail <br />Are our prospects taking out the right messages from our activities?<br />
  28. 28. 6/28/2010<br />Sample Footer Text Here<br />16<br />Quiz for delegates<br />Is a “click” a challenge, a KPI or a vehicle?<br />What is the best source of data for ‘arrivals’ or ‘unique visitors’?<br />What issues do we face with ‘last click wins’ effectiveness measurement?<br />What challenges do you face in your business to implement a digital analytics approach?<br />Can you afford not to do it?<br />
  29. 29. 6/28/2010<br />Sample Footer Text Here<br />17<br />Summary<br />Digital analytics is a vital tool for decision making as spend catches up with consumer usage<br />Ensure that your objectives align to KPIs and vehicles you can really measure to deliver accountability<br />Look beyond the obvious reported measurement to understand relationships between digital activities<br />Implement a dashboard to dynamically adapt consumer experience based on data feedback<br />
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