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How to Measure Digital Success in Your Marketing Campaign

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Learn how to measure the digital success of your marketing campaigns. Women's Marketing, Inc. is the leading media strategy and activation agency for brands targeting women consumers.

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How to Measure Digital Success in Your Marketing Campaign

  1. 1. How to Measure Digital Success: Identifying the Right Performance Metrics 4/29/2015 1
  2. 2. AMY ZVOVUSHE • Digital Campaign Manager • 10+ years in Digital Marketing, Sales and Branding specializing in campaign analytics TODAY’S PRESENTERS ERIN STYMACKS • Digital Campaign Manager • 5+ years in Digital Marketing, focus on campaign execution & analytics 4/29/2015 2
  3. 3. 1 2 3 4 What are we trying to achieve with the digital campaign? What KPI’s most effectively measure our campaign objective? What type of media will help us achieve our objective? Example KPI’s for various objectives TODAY’S AGENDA I D E N T I F Y I N G T H E R I G H T P E R F O R M A N C E M E T R I C S F O R A D I G I TA L C A M PA I G N I S C R I T I C A L T O M E A S U R I N G O V E R A L L S U C C E S S 4/29/2015 3
  4. 4. IDENTIFYING TYPE OF CAMPAIGN 4/29/2015 4 OBJECTIVES DICTATE WHAT KIND OF DIGITAL CAMPAIGN A BRAND SHOULD LAUNCH Build brand recognition in the marketplace Increase website traffic Engage target audience in natural online environment Drive lift in sales Drive specific user action (i.e. coupon download) BRANDING DIRECT RESPONSE I want my media to:
  5. 5. BRANDING CYCLE 4/29/2015 5 IT IS IMPORTANT TO BUILD STRONG BRAND RECOGNITION PRIOR TO FOCUSING ON A SALES DRIVEN MEDIA APPROACH Awareness Leads Prospects Opportunities Customers Branding Direct Response
  6. 6. DEFINING KPI’s 4/29/2015 6 KPI : KEY PERFORMANCE INDICATOR
  7. 7. MEASURE BRANDING PERFORMANCE
  8. 8. 4/29/2015 8 BRANDING GOAL: BRAND RECOGNITION • Post Click/View Activity • Brand Lift (via Brand Study slide 9 & 10) • Reach & Page views • Viewability BEST FORMS OF MEDIA TO ACHIEVE GOAL Standard Banners Mobile High Impact Video Social KPI’S USED TO MEASURE SUCCESS BLOG
  9. 9. 4/29/2015 94/29/2015 9 In-banner (or overlay) surveys are run as ad creative on a low rotation in the footprint of the campaign. Ad server technology is used to randomly assign users to test and control groups. TEST Ad is shown, and then survey is shown in the ad space after a set delay. CONTROL Survey appears immediately in the ad space so user is not exposed. Differences on key brand measures (magnitude and direction) allow us to draw conclusions regarding the effectiveness of the ad campaign. Results are stat-tested and balanced. AD EFFECTIVENESS STUDY
  10. 10. 4/29/2015 104/29/2015 10 AD EFFECTIVENESS STUDY Business Outcomes Optimize media planning while the campaign is running: •Real time, on-demand feedback of survey results by collecting brand-centric metrics – including awareness, favorability, message recall and purchase intent •Gauge performance against key metrics continuously and make changes to your campaign in-flight Optimize future campaign efficiency •Improve campaign performance based on actual campaign data •Respondent-level survey results can support ad targeting decisions and help building new user segments
  11. 11. 4/29/2015 11 BRANDING GOAL: TRAFFIC TO SITE A person that is the end user of a given product • Click Through Rate • Post Click/View Activity Standard Banners Mobile Rich MediaHigh Impact BEST FORMS OF MEDIA TO ACHIEVE GOAL KPI’S USED TO MEASURE SUCCESS
  12. 12. 4/29/2015 12 BRANDING GOAL: AUDIENCE ENGAGEMENT A person that is the end user of a given product • Engagement Rate • Time Spent, Feature View/Completions, Store Locator Launches • Social Engagement • Follower/Subscriber Growth, Shares, Earned Media • Sweepstakes Entries • Video Completions Rich Media Mobile Rich Media Video Native Social BEST FORMS OF MEDIA TO ACHIEVE GOAL BLOG KPI’S USED TO MEASURE SUCCESS
  13. 13. M E A S U R I N G D I R E C T R E S P O N S E P E R F O R M A N C E
  14. 14. 4/29/2015 14 DIRECT RESPONSE GOAL: LIFT IN SALES • ROI • Revenue relative to benchmark set • % sales lift relative to benchmark set • Cost per Sale relative to benchmark set • Conversion Rate Standard Banners Mobile Retargeted Banners Search Social & Facebook Exchange BEST FORMS OF MEDIA TO ACHIEVE GOAL KPI’S USED TO MEASURE SUCCESS
  15. 15. 4/29/2015 15 DIRECT RESPONSE GOAL: LIFT IN CALL TO ACTION A person that is the end user of a given product • Total Actions taken compared to benchmark set • i.e. Coupon downloads, request for information, email capture, etc. • % lift in action relative to benchmark set • Cost per Action relative to benchmark set • Conversion Rate Standard Banners Mobile Retargeted Banners Social Facebook Exchange BLOG BEST FORMS OF MEDIA TO ACHIEVE GOAL KPI’S USED TO MEASURE SUCCESS
  16. 16. 4/29/2015 16 ATTRIBUTION INSIGHTS FOR DIRECT RESPONSE A person that is the end user of a given product INSIGHTS INTO ATTRIBUTION PROVIDE ADDITIONAL DETAIL INTO DIRECT RESPONSE PERFORMANCE FROM A HOLISTIC VIEWPOINT View Thru vs. Click Thru Consumer Paths
  17. 17. KEY TAKEAWAY 4/29/2015 17 If you don’t first identify your objectives, you may end up going down the wrong strategic road to achieve success. WHO YOU’RE REACHING GOALS OBJECTIVES STRATEGY TACTICS KPI’s By understanding which KPI’s will measure the success of your campaign, clear optimization tactics will drive the strongest efficiencies to meet your goals.
  18. 18. WHAT’S NEXT? New York 276 5th Ave Suite 407 NY, NY 10001 212.673.4500 Westport 1221 Post Rd. East Suite 201 Westport, CT 06880 203.256.0880 womensmarketing.com Thank you for joining this webinar, part of our How Media Builds Brands series, with media experts Amy Zvovushe and Erin Stymacks. Next time, we’ll focus on… HOW MUCH SHOULD I SPEND? KEY CONSIDERATIONS WHEN DEVELOPING MEDIA BUDGETS Have questions or want to learn more? Contact Marlea Clark at mclark@womensmarketing.com

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