Digital Measurement Framework Summary by Martin Walsh
Upcoming SlideShare
Loading in...5
×
 

Digital Measurement Framework Summary by Martin Walsh

on

  • 5,074 views

This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version. ...

This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.

This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh

Statistics

Views

Total Views
5,074
Views on SlideShare
5,032
Embed Views
42

Actions

Likes
11
Downloads
530
Comments
1

3 Embeds 42

http://battleoflongtan.reddunefilms.com 36
http://www.linkedin.com 5
http://paper.li 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Nice work.

    Would love to see the introduction of Propogation planning elements. Recommend Griffin Farley presentation on the subject.

    http://michaelbatistich.com/thanks-to-griffinfarley-for-sharing-this-pres
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Digital Measurement Framework Summary by Martin Walsh Digital Measurement Framework Summary by Martin Walsh Presentation Transcript

  • © Copyright 2011 Martin WalshConceptual Digital Measurement Framework Ver1 http://twitter.com/martinwalshCustomer Lifecycle (B2B) Post Sales Perceptual Connect to Unaware of Need to Understand Want to Investigate Ready to Talk to Plan to Deploy & Journey of Capabilities Value / Evaluate Vendor Develop Skills Use & Extract Value Community to Customers Share & Engage Customer Engage, Advocate Awareness Interest / Research Consideration Purchase Intent Purchase & Deploy Use & Support Lifecycle or Detract • Discover • Education • Product • Whitepapers / • Learn • Help • Troubleshoot • Learn About • Research Comparisons TCO Reports • Stay Up To Date • How To • CommunityCustomer Interest • Trust • Benefits • Evaluation/Trial • Pricing / • Downloads • eLearning Contribution / Tasks • Authority • Value • Analysis Licensing • Q&A’s • Forums • Case Studies • How to Buy • Customer Support Get Attention / Get Digital Strategy Found Inspire / Inform Influence, Persuade, Engage, Convert Satisfy Retain / Energise Maximise Reach , Optimise Measurement Maximise Optimise Maximise Customer Up Sell / Cross Sell / Discoverability & Conversions / End Maximise Sales Objective Engagement Engagement Satisfaction Retain Initial Responses Actions Ad Serving / Tracking – DoubleClick / Atlas Search Engine Marketing – Marin & Covario Data Sources Marketing Automation ((Email, Leads Nurturing &Management) – Unica, Exact Target, Responsys CRM- Dynamics CRM, Salesforce.com Web Analytics – Coremetrics, NetInsights, WebTrends, Omniture, Google Analytics Customer Satisfaction – Comscore, Get Satisfaction. Social Media / Sentiment – TruCast, Radian6, Converseon, Nielsen Content Impressions Unique Visitors # End Actions (EA) Churn Lifetime Value (LTV) Engagement Rate Initial Response Landing/Entry Page Cost per Engaged Cost Per End Action (CPEA) Opt Out Rate Rate (IRR) Engagement Rate Visit KPI’s Cost Per Initial Continued Action Cost Per Visit that # Prospects /(Examples and not Response (CPIR) Rate (CAR) Consumes Responders Lead Scoring Exhaustive) Leads / Win Share of Voice Cost per Prospect Revenue / Sales Qualitative - CSAT (customer satisfaction), NSAT (net satisfaction), Sentiment