USYD Measuring Marketing Performance Guest Lecture

1. [ Digital Measurement ]
More than just counting hits

2. [ Digital metrics ]
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3. [ Data and what you pay for it ]
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Source: Omniture Summit, Matt Belkin, 2007

4. HITSHow Idiots Track Success
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5. [ Basic website metrics ]
§ Page view/impression: The number of times a page (an
analyst-definable unit of content) was viewed.
§ Visit/session: A visit is an interaction, by an individual,
with a website consisting of one or more requests for an
analyst-definable unit of content (i.e. “page view”). If an
individual has not taken another action (typically
additional page views) on the site within a specified time
period, the visit session will terminate.
§ Unique visitor/browser: The number of inferred
individual people (filtered for spiders and robots), within
a designated reporting timeframe, with activity
consisting of one or more visits to a site. Each individual
is counted only once in the unique visitor measure for
the reporting period.
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Source: Web Analytics Definitions, Web Analytics Association, 2007

6. [ Browser side tracking process ]
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Source: Google Analytics, Justin Cutroni, 2007
What if: Someone deletes their cookies? Or uses two
computers, one at work and one at home? Or two
people use the same account or computer?

7. The study examined data
from two of the UK’s busiest
ecommerce websites, ASDA
and William Hill.
Given that more than half
of all page impressions on
these sites are from logged-in
users, they provided a robust
sample to compare ip-based and cookie-based analysis against.
The results were staggering, for example an IP-based approach
overestimated visitors by up to 7.6 times whilst a Cookie-based
approach overestimated visitors by up to 2.3 times.
The percentage error in cumulative unique visitor figures over a 28
day period on one of the sites can be seen in the graph above.
[ Overestimation of unique visitors ]
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Source: White Paper, RedEye, 2007

8. [ Multiply identification points ]
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0%
20%
40%
60%
80%
100%
120%
140%
0 4 8 12 16 20 24 28 32 36 40 44 48
Weeks
Probability of identification through cookie
Cam
paign
response
Online
purchase
Confirm
ation
em
ail
Repeatpurchase
Em
ailnew
sletter
W
ebsite
login

9. [ Digital metric categories ]
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Source: Accuracy Whitepaper for web analytics, Brian Clifton, 2008
+Social

10. [ Digital means global ]
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Source: Carat/Isobar, 2007
“The image is a model of the Internet,
based on how many people view different
sites and how these sites are related to
each other. There are 3 colours on this
model. Red, Green and Blue. Each
represents users from US, Europe and Asia.
The picture illustrates how non linear the
digital world is. It also shows how some
sites have a strong centre of gravity for
mass audiences; others have strong
centres of gravity for niche audiences.
It is important to identify where marketing
is going to have most impact - creating
powerful programs on niche sites, which
gradually extend an influence on the larger
communities; or (more expensive)
marketing activity on mass sites, that will
then generate a frenzy of interest in smaller
niche groups.”

11. Reach
(Awareness)
Engagement
(Interest & Desire)
Action
(Action)
+Buzz
(Satisfaction)
Quantitative and qualitative research data
Website, call center and retail data
[ Defining metrics frameworks ]
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Social media data
Media and search data
Social media

12. [ Measuring reach ]
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13. [ New marketplace: Search ]
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14. [ Search at all stages ]
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Source: Inside the Mind of the Searcher, Enquiro 2004

15. [ Non-linear conversion funnel ]
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Source: McKinsey, 2009

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17. [ Importance of search ]
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60-70%
30-40%

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20. [ Online insights influencing offline ]
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21. [ Search data and media planning ]
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24. [ Ad server exposure test ]
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User qualifies for the display campaign
(if the user has already been tagged go to step 3)
Audience Segmentation
10% of users in control group, 90% in exposed group
2
1
User tagged with segment
3
1st impression
N impressions
Control
(displayed non-branded message)
Exposed
(displayed branded message)
Measurement:
Conversions per
1000 unique
visitors
Control
(displayed non-branded message)
Exposed
(displayed branded message)
User remains in segment

25. [ Hitwise Mosaic segment swing ]
australia.com vs. newzealand.com australia.com vs. bulafiji.com
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Source: Hitwise.com.au, 2008

26. [ Hitwise Mosaic segment swing ]
australia.com vs. newzealand.com australia.com vs. newzealand.com
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Source: Hitwise.com.au, 2008

27. [ Measuring engagement ]
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28. [ Conversion funnel 1.0 ]
May 2010
Conversion funnel
Product page, add to shopping cart, view shopping cart,
cart checkout, payment details, shipping information,
order confirmation, etc
Conversion event
Campaign responses
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29. [ Conversion funnel 2.0 ]
May 2010
Campaign responses (inbound spokes)
Offline campaigns, banner ads, email marketing,
referrals, organic search, paid search,
internal promotions, etc
Landing page(hub)
Success events (outbound spokes)
Bounce rate, add to cart, cart checkout, confirmed order,
call back request, registration, product comparison,
product review, forward to friend, etc
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30. [ Additional success metrics ]
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Click
Through
Add To
Cart
Click
Through
Bounce
Rate
Click
Through $
Click
Through
Call back
requests
Store
Searches
[ ... ] $
$
$Cart
Checkout
Pages Per
Visit
?
Avg Cart
Value

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Customization

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Crowdsourcing

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35. [ Book: Tuned In ]
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Source: http://www.pragmaticmarketing.com/tunedin
“70% or more of new
products or new
product decisions
were made without
market data”

36. [ Social media data ]
May 2010 © Datalicious Pty Ltd 36
Facebook Connect gives you the
following and more, with just one click
ID, first name, last name, middle name,
picture, affiliations, last profile update,
time zone, religion, political interests,
interests, sex, birthday, attracted to
which sex, why they want to meet
someone, home town, relationship
status, current location, activities, music
interests, tv show interests, education
history, work history, family and email
Need anything else?

37. [ Measuring action ]
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38. [ Key metrics by website type ]
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Source: Omniture Summit, Matt Belkin, 2007

39. [ Success attribution models ]
Banner
Ad
$100
Email
Blast
Paid
Search
$100
Banner
Ad
$100
Affiliate
Referral
$100
Success
$100
Success
$100
Banner
Ad
Paid
Search
Organic
Search
$100
Success
$100
Last channel
gets all credit
First channel
gets all credit
All channels get
equal credit
Print
Ad
$33
Social
Media
$33
Paid
Search
$33
Success
$100
All channels get
partial credit
Paid
Search
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40. [ De-duplication across channels ]
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Banner
Ads
Email
Blast
Paid
Search
Organic
Search
$Bid
Mgmt
Ad
Server
Email
Platform
Google
Analytics
$
$
$
Omniture
Platform
$
$
$

41. [ First vs. last click attribution ]
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Chart shows
percentage of
channel touch
points that lead
to a conversion.
Neither first
nor last-click
measurement
would provide
true picture

42. Banner
View
TV
Ad
Print
Ad
[ Path to purchase ]
Banner
Click
SEM
Generic
Partner
Site
Direct
Visit
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$
SEO
Generic $
SEO
Branded
Banner
Click $
Social
Media
Email
Update
Direct
Visit $

43. [ Paid and organic stacking ]
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44. [ Website entry survey ]
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Channel % of Conversions
Straight to Site 27%
SEO Branded 15%
SEM Branded 9%
SEO Generic 7%
SEM Generic 14%
Display Advertising 7%
Affiliate Marketing 9%
Referrals 5%
Email Marketing 7%
Channel % of Influence
Word of Mouth 32%
Blogging & Social Media 24%
Newspaper Advertising 9%
Display Advertising 14%
Email Marketing 7%
Retail Promotions 14%
De-duped Campaign ReportGreatest Influencer on Branded Search / STS
{
Conversions attributed to search terms
that contain brand keywords and direct
website visits are most likely not the
originating channel that generated the
awareness and as such conversion
credits should be re-allocated.

45. Those who entered the website site directly or via branded organic search terms
had the highest awareness and/or experience with retail display followed by
having previously visited the site.
Q: What was the reason or reasons for this visit to vodafone.com.au?
[ Reason for website visit ]
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46. [ Forrester media attribution ]
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Chart shows an
example only,
attribution model
needs to be defined
for each company
separately based on
their individual
success metrics (and
cookie expiration
policies).

47. [ Calls to action ]
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48. [ Research online buy in store ]
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Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School

49. [ Store locator searches ]
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50. Facebook
Twitter, etc
[ Integrated campaign flow ]
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Point of Sale,
Kiosks, etc
CRM
Program
Direct Mail,
Email, etc
Home Page,
Portal, etc
YouTube,
Blog, etc
Paid
Search
Organic
Search
Landing Page,
Competition
PR, Events,
Social, etc
TV, Print,
Radio, etc
V2
V3
= Paid Media
= Viral Element
V1
Retail
Outlets
= Voucher
Sponsorships,
Display Ads, etc

51. [ Offline sales driven by online ]
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Cookie
Website.com
Research
Credit Check
Fulfilment
Phone
Orders
Retail
Orders
Online
Orders
Credit Check
Fulfilment
Credit Check
Fulfilment
Website.com
Research
Website.com
Research
Online Order
Confirmation
Virtual Order
Confirmation
Virtual Order
Confirmation
Virtual Order
Confirmation
@
@
@
CookieCookie
Advertising
Campaign
Tying offline conversions back to online campaign and research behavior using
standard cookie technology by triggering virtual online order confirmation
pages for offline sales using email receipts.

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Statistical significance: Why does it matter?

53. [ Measuring buzz ]
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54. Experience
Brand
Service
Product
[ Back to basics ]
Company Consumer
Search
Word of mouth, blogs,
emails, tweets, reviews,
social networks, social
media, fan pages, etc
April 2010 © Datalicious Pty Ltd
Promotion
54
Source: Don Schultz, Northwestern University

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Social media analytics: People vs. machine

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Identify influencers and advocates

58. [ Where to focus ]
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59. [ Useful links ]
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60. [ News and research ]
§ http://blog.datalicious.com
§ http://www.emarketer.com
§ http://www.marketingcharts.com
§ http://www.techcrunch.com
§ http://www.smartbrief.com/iab
§ http://www.trendwatching.com
§ http://www.springwise.com
§ http://www.useit.com/alertbox
§ http://weblogs.hitwise.com
[ august 2008 ] [ datalicious.com ]

61. [ datalicious.com ]
[ Trends and data ]
§ http://www.google.com/trends
§ http://www.google.com/sktool
§ http://www.google.com/webmasters
§ http://www.google.com/adplanner
§ http://www.google.com/videotargeting
§ http://www.hitwise.com.au/datacenter
§ http://www.compete.com/
§ http://www.alexa.com/
§ http://wiki.kenburbary.com/
[ august 2008 ]

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cbartens@datalicious.com
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