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RoI – what’s the fuss about?<br />India Social Summit 2010<br />Dec 17th 2010<br />
Measurement framework<br />Seek<br />Involve<br />Act<br />Share<br /><ul><li>Reach (unique users) / visibility
Average position (search only)
Average number of exposures per unique user
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ROI What's the fuss about, Tushar Vyas, Managing Partner - South Asia, Group M

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IndiaSocial Summit 2010 - Panel #5 - RoI – what’s the fuss about?
Presentation by Tushar Vyas, Managing Partner - South Asia, Group M

Published in: Business
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ROI What's the fuss about, Tushar Vyas, Managing Partner - South Asia, Group M

  1. 1. RoI – what’s the fuss about?<br />India Social Summit 2010<br />Dec 17th 2010<br />
  2. 2. Measurement framework<br />Seek<br />Involve<br />Act<br />Share<br /><ul><li>Reach (unique users) / visibility
  3. 3. Average position (search only)
  4. 4. Average number of exposures per unique user
  5. 5. Aided and unaided brand / ad awareness
  6. 6. Cost per exposure
  7. 7. Cost per unique exposure
  8. 8. Open rate (email only)
  9. 9. Video starts / profile /conversation views
  10. 10. Interaction / video start rate
  11. 11. Unique user interaction / video start rate
  12. 12. Average user interaction / video view time
  13. 13. Percent high/medium/low video clip completion views
  14. 14. Total interaction / video view minutes
  15. 15. ‘Add to friends’ volume
  16. 16. ‘Add to friends’ rate
  17. 17. Brand favourability
  18. 18. Cost-per-interaction / video start / profile view
  19. 19. Cost-per-unique interaction / video start
  20. 20. Cost-per- interaction / video minute
  21. 21. Response rate
  22. 22. Unsubscribe rate (email only)
  23. 23. Landing page arrival rate
  24. 24. Landing page attrition rate
  25. 25. Unique arrival-to-conversion rate
  26. 26. Average order value
  27. 27. Revenue per visitor
  28. 28. % committed visits (% over x page views)
  29. 29. Banded and average visit length
  30. 30. Engagement index
  31. 31. Purchase intent
  32. 32. Cost-per-unique response
  33. 33. Cost-per-conversion / lead
  34. 34. Cost-per-visitor minute
  35. 35. Send-to-friend conversion rate
  36. 36. Recommendation intent
  37. 37. Distribution volume
  38. 38. Distribution rate
  39. 39. Comment rate
  40. 40. Net Promoter score
  41. 41. Favourable buzz
  42. 42. Cost-per-send-to-friend</li></ul>Key metrics<br />Return on investment<br />
  43. 43. Don’t treat Social as just a media channel<br />Avoid one size fit all approach !!<br />Measurement metrics based on objective of activity <br />
  44. 44. Tushar Vyas<br />tushar.vyas@groupm.com<br />

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