Measurement Techniques V1.01 S
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Measurement Techniques V1.01 S

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how to measurement with online advertising (ตัวย่อ)

how to measurement with online advertising (ตัวย่อ)

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Measurement Techniques V1.01 S Measurement Techniques V1.01 S Presentation Transcript

  • Measurement Techniques tracking the effectiveness of digital marketing and determine the deliverable results
    • by: Pawoot Pongvitayapanu (Pom) E-Mail : [email_address] URL : www.Pawoot.com
      • Managing Director : TARAD Dot Com
      • Vice President : Thai E-Commerce Association
      • Consultant : Thailand Productivity Institute
  • การศึกษา ปริญญาโท Internet and E-commerce มหาวิทยาลัย อัสสัมชัญ (ABAC) ปริญญาโท ( กำลังศึกษา ) Executive MBA : ศศินทร์ จุฬาลงกรณ์ มหาวิทยาลัย ปริญญาตรี สถาปัตยกรรมศาสตร์ มหาวิทยาลัยรังสิต ประสพการณ์การทำงาน ปัจจุบัน (Future) กรรมการผู้จัดการ บริษัท TARAD DOT COM Co.,Ltd. (ThaiSecondhand.com, TARAD.com) อปุนายก สมาคมผู้ประกอบพาณิชย์อิเล็กทรอนิกส์ไทย ที่ปรึกษา สมาคมผู้ดูแลเว็บไทย ( Thai Webmaster Association) ที่ปรึกษา สถาบันเพิ่มผลพลิตแห่งชาติ , กรมส่งเสริมอุตสาหกรรม ( APEC IBIZ ) นักเขียน กรุงเทพธุรกิจ Biz Week, นิตยสาร E-Commerce Magazine บรรณาธิการ สำนักพิมพ์ TARADedu ( หนังสือด้าน E-Marketing & E-Commerce) อาจารย์ สถาบัน Net Design – วิชา E-Marketing อาจารย์ / วิทยากร see all list at http :// www . pawoot . com / Myself / อดีต (Past) Dec 02-Sep 05 เลขาธิการ - สมาคมผู้ดูแลเว็บไทย ThaiWebmaster Association Apr – Sep 04 ที่ปรึกษา - กรมพัฒนาธุรกิจการค้า กระทรวงพาณิชย์ Oct 01 - Aug 03 Assistant Manager - HUTCH : Mobile Operator Sep 00-Oct 01 กรรมการ - สมาคมผู้ดูแลเว็บไทย - ThaiWebmaster Association Jul 99 - Jan 00 Business Development/Webmaster - AD Venture (Member of Shin Corporation) Jun 99-Nov 99 Web Design Company - Pantheon.co.ltd - Web Creative Pawoot Pongvitayapanu ภาวุธ พงษ์วิทยภานุ ( ป้อม ) MS IEC, B. ARCH
  • Agenda
    • What is online measurement?
    • Why we have to measurement?
    • Metric of Measurement
    • What information we need to know!
    • How we can collection information
    • Tools & Application for measurement
    • Measurement Technique
    • Avoiding inaccurate measurement method
    • Q&A…!
  • Online Advertising Revenue
    • Year 2006 total $16.9B Growth 35% higher than 2005's
    Source PriceWaterHouseCooper
  • Metric of measurement
  • What information we need to know?
    • User Profile
    • Usage & Activity
    • Transaction (Buy, Sell, Inquiry)
    • Stickiness
    • Behavior
  • Measurement Metric Model Sale & Commerce Measurement Awareness & Image Measurement
  • Charging Model
    • Flat Rate คิดเหมาจ่ายเป็นรายอาทิตย์ / เดือน / ปี
    • CPM การคิดค่าใช้จ่ายต่อการแสดงโฆษณา 1,000 ครั้ง Cost per 1,000 impression
    • PPC การคิดค่าใช้จ่ายเมื่อมีการคลิกโฆษณา Pay Per Click
    • PPP การคิดค่าใช้จ่ายเมื่อ มีการได้ลูกค้าใหม่ หรือทำงาน สำเร็จ Pay Per Performance
  • Awareness & Image Measurements
  • Acquisition Costs
    • should be calculated and monitored.
      • the cost to acquire a click-through (click-through)
      • new e-mail address (potential customer) (subscription)
      • a new subscription (sign-up)
      • new customer (purchase)
      • Page View, Banner impressions
      • SMS sent out
      • No. of outbound calls to customers
      • Response from survey / quiz games
    • ** Depend on campaigns goal
  • For example Promotional campaign cost $10,000 and it resulted in 100,000 click-throughs, Customer Acquisition Cost = $10,000 100,000 Acquisition Cost = Advertising Cost Number of Click-Throughs (Visits) = $.10 .
    • Average Customer Acquisition Cost
    • Search $7 and $10
    • Yellow Pages $15 and $25
    • E-mail $40 to 80
    • Direct mail $60 to 80
    Source : http://www.mediapost.com/dtls_dsp_SearchInsider.cfm?fnl=050203
    • Ask yourself some useful accountability questions such as:
    • How does that compare to other campaigns that you are running?
    • How does that compare to last month?
    • Did we get the best bang for our buck when acquiring these click-throughs?
    • How does this acquisition cost compare to the cost of other methods of acquiring click-throughs.
  •  
    • Frequency
    • Estimate of how often a prospect or customer visits the site.
    • Duration
    • Time spent at your web site. Example
    • Loyal customer segment = 5 minutes per visit
    • New customers segment = 2.30 minutes per visit
    Frequency = No of Visitors Number of Unique Visitors Duration = Total Minutes Viewing Pages Number of Visits During the Month
    • Reach
    • Refers to the potential to gain the attention of your target audience.
    • Used as a standard in the television industry,
    • The number of unique users who visited the site during a particular period divided by the total number of unique visitors your site has acquired over time
    Reach = Number of Visitors during the month Total Number of Visitors acquired by the site
    • Stickiness
    • Measure the effectiveness of your content
    • Consistently holding users' attention
    • Allowing them to complete their online tasks.
    Stickiness = Frequency x Duration x Reach
  • Effective Involvement Index (EII).
    • EII is a benchmark for retention and stickiness
  • Sale & Commerce Measurements
  • Sale & Commerce Measurements
    • Should be calculated and monitored
      • Target leads
      • Number of order/sale
      • Sale revenue
      • Visitor - to - lead ratio
      • Cost average per new customer
  • Conversion Ratio
    • Average number of visitors who visit the site who make a purchase or perform some sort of action. (register as a customer, etc).
    • Conversion ratios vary by the type of traffic you are getting. More "Targetted" traffic typically means higher conversion rates.
    Conversion Ratio = Number of Order Number of Visits
    • Cost per Sale Transaction
    Conversion Cost = Advertising Costs Number of sales (or purchases) Best Normal
  • Best Performance
  • Measurement Technique
    • Before/After measurement
    • Survey customers : prove the result
    • Use standard system (1 system : No standard yet)
  • Measurement Case Study
    • Digg.com : stat on July 2007
      • Own server log 10.8 Million Unique U.S. Visitors
      • ComScore 4.6 Million Unique U.S. Visitors
      • Nielsen//NetRating 4.7 Million Unique U.S. Visitors
      • “ The Problem is. There are no stadards” Mike Maser : VP Marketing Digg.com
      • Source : Fortune Mag Sep 2007
  • Avoiding inaccurate measurement method
    • Discrepancy (not standard measurement)
    • Outdated measurement methodologies
    • Advertiser's confidence.
    • New technology (RSS, AJAX, Widgets)
    • Data is gathered, it is proprietary
    • Fair & standard price
  • Who can tell you what is standard average rate?
    • Viral marketing campaign?
    • Sponsorships impact to drive purchase intent?
    • How online sampling should drive sales?
  • Online Measurement Firm
    • ComScore, Inc www.comscore.com
    • Nielsen//NetRatings www.nielsen-netratings.com
    • Media Rating Council (MRC). www.mediaratingcouncil.org
    • Interactive Advertising Bureau www.IAB.net
  • ComScore, Inc
    • Provide a continuous, real-time measurement
    • Marketing Solution
    • Media Matrix
  • IAB.net (Interactive Advertising Bureau)
    • Useful information
    • Online Guideline Standard
    • Ad unit & campaign
    • E-Mail Guideline
    • Spider & Bot
    • Rich Media Guideline
    • Privacy Guideline
    • VDO Measurement Guideline
    • More……
  • Nielsen Unveils Video Measurement Tool : VideoCensus
      • Allows to attach code to video platforms
      • The code allows NetRatings to collect a census account of video views.
      • Supporting Type of Content
      • Cached content
      • Peer-to peer
      • Programs
      • Digital rights-managed (DRM) video streams.
  • Online Measurement Summary
    • Keep the right log and information
    • Use the right tools and application
    • Analyze data in many aspect as you want
    • Use the analyzed information to adjust your campaign for better performance
    • Keep doing it…!
  • หนังสือ Pocket Book แนะนำ หาซื้อได้ตามร้านหนังสือทั่วไปและ
  • หลากหลักสูตรสัมมนาด้าน e-Marketing
    • E-Marketing กลยุทธ์การตลาดออนไลน์
    • Search Engine Optimization ปรับแต่งเว็บให้ดังสุดๆ
    • หารายได้จาก Google Adsense
    • เทคนิคการสร้างเว็บไซต์ด้วยเว็บไซต์สำเร็จรูป
    • ข้อมูลเพิ่มเติม www.TARADedu.com หรือ โทร 02 298-0999
  • Contact & Question www.Pawoot.com
    • E-Commerce E-Marketing Content & knowledge
    • E-Business Web Board
    • Books & Seminar
    • Useful Web Link
  • Any Question? More information : www.Pawoot.com Pawoot Pongvitayapanu (Pom) E-Mail : [email_address] URL : www.Pawoot.com Tel : 02 298-0999
  • ROI and eMarketing Campaigns
    • One way accountability can be accomplished is through return on investment (ROI) calculations
    • Before you run an emarketing campaign you should try to predict the ROI yield, monitor it during the campaign, and calculate post campaign.