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>	  Digital	  Measurement	  <	       More	  than	  just	  coun.ng	  hits!	  
>	  Short	  but	  sharp	  history	  §  Datalicious	  was	  founded	  late	  2007	  §  Strong	  Omniture	  web	  analy.cs...
>	  Clients	  across	  all	  industries	  May	  2011	         ©	  Datalicious	  Pty	  Ltd	     3	  
>	  Wide	  range	  of	  data	  services	         Data	                                         Insights	                  ...
>	  Smart	  data	  driven	  marke?ng	              	    Metrics	  Framework                                               ...
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
>	  Digital	  data	  is	  plen?ful	  and	  cheap	  	  	  April	  2011	                    ©	  Datalicious	  Pty	  Ltd	    ...
HITS	  How	  Idiots	  Track	  Success	  
>	  Basic	  website	  metrics	  §  Page	  view/impression:	  The	  number	  of	  .mes	  a	  page	  (an	      analyst-­‐de...
>	  Cookie	  based	  tracking	  process	  	        What	  if:	  Someone	  deletes	  their	  cookies?	  Or	  uses	  a	  dev...
>	  Unique	  visitor	  overes?ma?on	  	  The	  study	  examined	  	  data	  from	  two	  of	  	  the	  UK’s	  busiest	  	 ...
>	  Maximise	  iden?fica?on	  points	  	  160%	  140%	  120%	  100%	    80%	    60%	                                       ...
>	  Maximise	  iden?fica?on	  points	                      Mobile	              Home	                                 Work	...
>	  Sample	  customer	  level	  data	  	  April	  2011	      ©	  Datalicious	  Pty	  Ltd	     14	  
>	  Digital	  metric	  categories	                                                +Social	  May	  2011	                   ...
>	  Digital	  means	  global	                                                   “The	  image	  is	  a	  model	  of	  the	 ...
>	  Defining	  metrics	  frameworks	                    Media	  and	  search	  data	                                       ...
>	  Importance	  of	  calendar	  events	  	       Traffic	  spikes	  or	  other	  data	  anomalies	  without	  context	  are...
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
>	  Reach	  and	  channel	  overlap	  	                                   TV/Print	  	                                   a...
>	  Ad	  server	  exposure	  test	                                   Banner	               TV/Print	                      ...
>	  Indirect	  display	  impact	  	  April	  2011	       ©	  Datalicious	  Pty	  Ltd	     22	  
>	  Indirect	  display	  impact	  	  April	  2011	       ©	  Datalicious	  Pty	  Ltd	     23	  
April	  2011	     ©	  Datalicious	  Pty	  Ltd	     24	  
>	  Indirect	  display	  impact	  	  April	  2011	       ©	  Datalicious	  Pty	  Ltd	     25	  
>	  New	  marketplace:	  Search	  May	  2011	     ©	  Datalicious	  Pty	  Ltd	     26	  
>	  Google	  data	  in	  Australia	  	                      Source:	  hSp://www.hitwise.com/au/resources/data-­‐centre	  A...
>	  Search	  at	  all	  stages	  	  April	  2011	                         ©	  Datalicious	  Pty	  Ltd	                    ...
>	  Search	  and	  brand	  strength	  	  April	  2011	       ©	  Datalicious	  Pty	  Ltd	     29	  
May	  2011	     ©	  Datalicious	  Pty	  Ltd	     30	  
>	  Search	  and	  the	  product	  lifecycle	  	     Nokia	  N-­‐Series	     Apple	  iPhone	  April	  2011	              ©...
>	  Search	  and	  media	  planning	  	  April	  2011	      ©	  Datalicious	  Pty	  Ltd	     32	  
>	  Search	  driving	  offline	  crea?ve	  	  April	  2011	      ©	  Datalicious	  Pty	  Ltd	     33	  
>	  Hitwise	  Mosaic	  segment	  swing	  australia.com	  vs.	  newzealand.com	                       australia.com	  vs.	 ...
>	  Hitwise	  Mosaic	  segment	  swing	  australia.com	  vs.	  newzealand.com	                       australia.com	  vs.	 ...
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
>	  Conversion	  funnel	  1.0	                    Campaign	  responses	                    Conversion	  funnel	           ...
>	  Conversion	  funnel	  2.0	                    Campaign	  responses	  (inbound	  spokes)	                    Offline	  ca...
>	  Addi?onal	  success	  metrics	           Click	         Through	                                                      ...
May	  2011	     ©	  Datalicious	  Pty	  Ltd	     40	  
May	  2011	     ©	  Datalicious	  Pty	  Ltd	     41	  
>	  Book:	  Tuned	  In	                                                                            “70%	  or	  more	  of	 ...
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
>	  Key	  metrics	  by	  website	  type	  May	  2011	                 ©	  Datalicious	  Pty	  Ltd	                    44	 ...
>	  Duplica?on	  across	  channels	  	                       Paid	  	                  Bid	  	                      Search...
>	  Cookie	  expira?on	  impact	                                    Paid	  	                                            Bi...
>	  De-­‐duplica?on	  across	  channels	  	                       Paid	  	                      Search	                   ...
>	  Poten?al	  duplica?on	  impact	  	  §  Double-­‐coun.ng	  of	  conversions	  across	  channels	  can	      have	  a	 ...
>	  Campaign	  flow	  and	  calls	  to	  ac?on	  	           =	  Paid	  media	                                             ...
>	  Success	  aKribu?on	  models	          Banner	  	       Paid	  	                                                     O...
>	  First	  and	  last	  click	  aKribu?on	  	                                                                            ...
>	  Full	  path	  to	  purchase	        Introducer	        Influencer	           Influencer	                     Closer	    ...
>	  Search	  call	  to	  ac?on	  for	  offline	  	  April	  2011	         ©	  Datalicious	  Pty	  Ltd	     53	  
April	  2011	     ©	  Datalicious	  Pty	  Ltd	     54	  
>	  Research	  online	  buy	  in	  store	  May	  2011	                                                       ©	  Datalicio...
>	  Store	  locator	  searches	  May	  2011	       ©	  Datalicious	  Pty	  Ltd	     56	  
>	  Offline	  sales	  driven	  by	  online	         Adver?sing	  	     Phone	                                               ...
How	  many	  survey	  responses	  do	  you	  need	  	                             if	  you	  have	  10,000	  customers?	  ...
How	  many	  survey	  responses	  do	  you	  need	  	                                     if	  you	  have	  10,000	  custo...
>	  Addi?onal	  success	  metrics	  	            Click	          Through	                                                 ...
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
>	  Importance	  of	  social	  media	  	                                  Search	         Company	          Promo?on	     ...
>	  Measuring	  social	  media	  	                                 Sen.ment	                      Influence	               ...
May	  2011	     ©	  Datalicious	  Pty	  Ltd	     64	  
Sen?ment	  analysis:	  People	  vs.	  machine	   April	  2011	      ©	  Datalicious	  Pty	  Ltd	     65	  
10101101001001001010111101001001010101010000101111100101010101010010101100110001010010100110110100110100101010011100101001...
>	  News	  and	  research	  §     hSp://blog.datalicious.com	  §     hSp://www.emarketer.com	  §     hSp://www.marke.ng...
>	  Trends	  and	  data	  §     hSp://www.google.com/trends	  	  §     hSp://www.google.com/sktool	  §     hSp://www.go...
Contact	  us	                      cbartens@datalicious.com	                                 	                           L...
Data	  >	  Insights	  >	  Ac?on	  
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Digital Measurement - How to Evaluate, Track and Measure Marketing Performance

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The presentation discusses the concepts and principles of digital measurement in tracking and measuring marketing performance.

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Digital Measurement - How to Evaluate, Track and Measure Marketing Performance

  1. 1. >  Digital  Measurement  <   More  than  just  coun.ng  hits!  
  2. 2. >  Short  but  sharp  history  §  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analy.cs  history  §  Now  360  data  agency  with  specialist  team  §  Combina.on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac.ce  (ADMA)  §  Turning  data  into  ac.onable  insights  §  Execu.ng  smart  data  driven  campaigns  May  2011   ©  Datalicious  Pty  Ltd   2  
  3. 3. >  Clients  across  all  industries  May  2011   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Wide  range  of  data  services   Data   Insights   Ac?on   Pla>orms   Analy?cs   Campaigns         Data  collec?on  and  processing   Data  mining  and  modelling   Data  usage  and  applica?on         Web  analy?cs  solu?ons   Customised  dashboards   Marke?ng  automa?on         Omniture,  Google  Analy?cs,  etc   Tableau,  Spo>ire,  SPSS,  etc   Alterian,  SiteCore,  Inxmail,  etc         Tag-­‐less  online  data  capture   Media  aKribu?on  models   Targe?ng  and  merchandising         End-­‐to-­‐end  data  pla>orms   Market  and  compe?tor  trends   Internal  search  op?misa?on         IVR  and  call  center  repor?ng   Social  media  monitoring   CRM  strategy  and  execu?on         Single  customer  view   Customer  profiling   Tes?ng  programs    May  2011   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  Smart  data  driven  marke?ng     Metrics  Framework Metrics  Framework Media  AKribu?on Benchmarking  and  trending   Benchmarking  and  trending     Op?mise  channel  mix   Targe?ng     Increase  relevance   Tes?ng   Improve  usability     $$$  May  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Digital  metrics  May  2011   ©  Datalicious  Pty  Ltd   6  
  7. 7. >  Digital  data  is  plen?ful  and  cheap      April  2011   ©  Datalicious  Pty  Ltd   7   Source:  Omniture  Summit,  MaS  Belkin,  2007  
  8. 8. HITS  How  Idiots  Track  Success  
  9. 9. >  Basic  website  metrics  §  Page  view/impression:  The  number  of  .mes  a  page  (an   analyst-­‐definable  unit  of  content)  was  viewed.  §  Visit/session:  A  visit  is  an  interac.on,  by  an  individual,   with  a  website  consis.ng  of  one  or  more  requests  for  an   analyst-­‐definable  unit  of  content  (i.e.  “page  view”).  If  an   individual  has  not  taken  another  ac.on  (typically   addi.onal  page  views)  on  the  site  within  a  specified  .me   period,  the  visit  session  will  terminate.  §  Unique  visitor/browser:  The  number  of  inferred   individual  people  (filtered  for  spiders  and  robots),  within   a  designated  repor.ng  .meframe,  with  ac.vity   consis.ng  of  one  or  more  visits  to  a  site.  Each  individual   is  counted  only  once  in  the  unique  visitor  measure  for   the  repor.ng  period.  May  2011   ©  Datalicious  Pty  Ltd   9   Source:  Web  Analy.cs  Defini.ons,  Web  Analy.cs  Associa.on,  2007  
  10. 10. >  Cookie  based  tracking  process     What  if:  Someone  deletes  their  cookies?  Or  uses  a  device   that  does  not  support  JavaScript?  Or  uses  two  computers   (work  vs.  home)?  Or  two  people  use  the  same  computer?  April  2011   ©  Datalicious  Pty  Ltd   10   Source:  Google  Analy.cs,  Jus.n  Cutroni,  2007  
  11. 11. >  Unique  visitor  overes?ma?on    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  overes.mated  visitors  by  up  to  7.6  .mes  whilst  a  cookie-­‐based  approach  overes?mated  visitors  by  up  to  2.3  ?mes.    April  2011   ©  Datalicious  Pty  Ltd   11   Source:  White  Paper,  RedEye,  2007  
  12. 12. >  Maximise  iden?fica?on  points    160%  140%  120%  100%   80%   60%   −−−  Probability  of  iden.fica.on  through  Cookies   40%   20%   0   4   8   12   16   20   24   28   32   36   40   44   48   Weeks  April  2011   ©  Datalicious  Pty  Ltd   12  
  13. 13. >  Maximise  iden?fica?on  points   Mobile   Home   Work   Online   Phone   Branch  April  2011   ©  Datalicious  Pty  Ltd   13  
  14. 14. >  Sample  customer  level  data    April  2011   ©  Datalicious  Pty  Ltd   14  
  15. 15. >  Digital  metric  categories   +Social  May  2011   ©  Datalicious  Pty  Ltd   15   Source:  Accuracy  Whitepaper  for  web  analy.cs,  Brian  Clihon,  2008  
  16. 16. >  Digital  means  global   “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  iden.fy  where  marke.ng   is  going  to  have  most  impact  -­‐  crea.ng   powerful  programs  on  niche  sites,  which   gradually  extend  an  influence  on  the  larger   communi.es;  or  (more  expensive)   marke.ng  ac.vity  on  mass  sites,  that  will   then  generate  a  frenzy  of  interest  in  smaller   niche  groups.”  May  2011   ©  Datalicious  Pty  Ltd   16   Source:  Carat/Isobar,  2007  
  17. 17. >  Defining  metrics  frameworks   Media  and  search  data   Website,  call  center  and  retail  data   Reach   Engagement   Ac?on   +Buzz   (Awareness)   (Interest  &  Desire)   (Ac.on)   (Sa.sfac.on)   Quan.ta.ve  and  qualita.ve  research  data   Social  media  data   Social  media  May  2011   ©  Datalicious  Pty  Ltd   17  
  18. 18. >  Importance  of  calendar  events     Traffic  spikes  or  other  data  anomalies  without  context  are   very  hard  to  interpret  and  can  render  data  useless  April  2011   ©  Datalicious  Pty  Ltd   18  
  19. 19. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Measuring  reach  May  2011   ©  Datalicious  Pty  Ltd   19  
  20. 20. >  Reach  and  channel  overlap     TV/Print     audience   Banner   Search   audience   audience  April  2011   ©  Datalicious  Pty  Ltd   20  
  21. 21. >  Ad  server  exposure  test   Banner   TV/Print   Search   Impression   Response   Response   $   Banner   Search   Direct   Impression   Response   Response   $   Users  are   segmented   before  1st   ad  is  even   Exposed  group:  90%  of  users  get  branded  message   served     Control  group:  10%  of  users  get  non-­‐branded  message   Banner   Search   Direct   Impression   Response   Response   $  April  2011   ©  Datalicious  Pty  Ltd   21  
  22. 22. >  Indirect  display  impact    April  2011   ©  Datalicious  Pty  Ltd   22  
  23. 23. >  Indirect  display  impact    April  2011   ©  Datalicious  Pty  Ltd   23  
  24. 24. April  2011   ©  Datalicious  Pty  Ltd   24  
  25. 25. >  Indirect  display  impact    April  2011   ©  Datalicious  Pty  Ltd   25  
  26. 26. >  New  marketplace:  Search  May  2011   ©  Datalicious  Pty  Ltd   26  
  27. 27. >  Google  data  in  Australia     Source:  hSp://www.hitwise.com/au/resources/data-­‐centre  April  2011   ©  Datalicious  Pty  Ltd   27  
  28. 28. >  Search  at  all  stages    April  2011   ©  Datalicious  Pty  Ltd   28   Source:  Inside  the  Mind  of  the  Searcher,  Enquiro  2004  
  29. 29. >  Search  and  brand  strength    April  2011   ©  Datalicious  Pty  Ltd   29  
  30. 30. May  2011   ©  Datalicious  Pty  Ltd   30  
  31. 31. >  Search  and  the  product  lifecycle     Nokia  N-­‐Series   Apple  iPhone  April  2011   ©  Datalicious  Pty  Ltd   31  
  32. 32. >  Search  and  media  planning    April  2011   ©  Datalicious  Pty  Ltd   32  
  33. 33. >  Search  driving  offline  crea?ve    April  2011   ©  Datalicious  Pty  Ltd   33  
  34. 34. >  Hitwise  Mosaic  segment  swing  australia.com  vs.  newzealand.com   australia.com  vs.  bulafiji.com     Source:  Hitwise.com.au,  2008  May  2011   ©  Datalicious  Pty  Ltd   34  
  35. 35. >  Hitwise  Mosaic  segment  swing  australia.com  vs.  newzealand.com   australia.com  vs.  newzealand.com   Source:  Hitwise.com.au,  2008  May  2011   ©  Datalicious  Pty  Ltd   35  
  36. 36. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Measuring  engagement  May  2011   ©  Datalicious  Pty  Ltd   36  
  37. 37. >  Conversion  funnel  1.0   Campaign  responses   Conversion  funnel   Product  page,  add  to  shopping  cart,  view  shopping  cart,   cart  checkout,  payment  details,  shipping  informa.on,   order  confirma.on,  etc   Conversion  event  May  2011   ©  Datalicious  Pty  Ltd   37  
  38. 38. >  Conversion  funnel  2.0   Campaign  responses  (inbound  spokes)   Offline  campaigns,  banner  ads,  email  marke.ng,     referrals,  organic  search,  paid  search,     internal  promo.ons,  etc       Landing  page  (hub)       Success  events  (outbound  spokes)   Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,     call  back  request,  registra.on,  product  comparison,     product  review,  forward  to  friend,  etc  May  2011   ©  Datalicious  Pty  Ltd   38  
  39. 39. >  Addi?onal  success  metrics   Click   Through   $   Click   Add  To   Cart   Through   Cart   Checkout   ?   $   Click   Bounce   Pages  Per   Avg  Cart   Through   Rate   Visit   Value   $   Click   Call  back   Store   Through   requests   Searches   >  ...   $  May  2011   ©  Datalicious  Pty  Ltd   39  
  40. 40. May  2011   ©  Datalicious  Pty  Ltd   40  
  41. 41. May  2011   ©  Datalicious  Pty  Ltd   41  
  42. 42. >  Book:  Tuned  In   “70%  or  more  of  new   products  or  new   product  decisions   were  made  without   market  data”  May  2011   ©  Datalicious  Pty  Ltd   42   Source:  hSp://www.pragma.cmarke.ng.com/tunedin  
  43. 43. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Measuring  ac?on  May  2011   ©  Datalicious  Pty  Ltd   43  
  44. 44. >  Key  metrics  by  website  type  May  2011   ©  Datalicious  Pty  Ltd   44   Source:  Omniture  Summit,  MaS  Belkin,  2007  
  45. 45. >  Duplica?on  across  channels     Paid     Bid     Search   Mgmt   $   Banner     Ad     Ads   Server   $   Email     Email   Blast   Pla>orm   $   Organic   Google   Search   Analy?cs   $  April  2011   ©  Datalicious  Pty  Ltd   45  
  46. 46. >  Cookie  expira?on  impact   Paid     Bid     Search   Mgmt   $   Banner     Banner     Ad     Ad  Click   Ad  View   Server   $   Email     Email   Expira?on   Blast   Pla>orm   $   Organic   Google   Search   Analy?cs   $  April  2011   ©  Datalicious  Pty  Ltd   46  
  47. 47. >  De-­‐duplica?on  across  channels     Paid     Search   $   Banner     Ads   $   Central   Analy?cs   Pla>orm   Email     Blast   $   Organic   Search   $  April  2011   ©  Datalicious  Pty  Ltd   47  
  48. 48. >  Poten?al  duplica?on  impact    §  Double-­‐coun.ng  of  conversions  across  channels  can   have  a  significant  impact  on  key  metrics,  especially  CPA  §  Example:  Display  ads  and  paid  search   –  Total  media  budget  of  $10,000  of  which  50%  is  spend  on  paid   search  and  50%  on  display  ads   –  Total  of  100  conversions  across  both  channels  with  a  channel   overlap  of  50%,  i.e.  both  channels  claim  100%  of  conversions   based  on  their  own  repor.ng  but  once  de-­‐duplicated  they   each  only  contributed  50%  of  conversions   –  What  are  the  ini.al  CPA  values  and  what  is  the  true  CPA?  §  Solu.on:  $50  ini.al  CPA  and  $100  true  CPA   –  $5,000  /  100  =  $50  ini.al  CPA  and  $5,000  /  50  =  $100  true   CPA  (which  represents  a  100%  increase)  April  2011   ©  Datalicious  Pty  Ltd   48  
  49. 49. >  Campaign  flow  and  calls  to  ac?on     =  Paid  media   Organic     PR,  WOM,   search   events,  etc   =  Viral  elements   =  Coupons,  surveys   YouTube,     Home  pages,   Paid     TV,  print,     blog,  etc   portals,  etc   search   radio,  etc   Direct  mail,     Landing  pages,   Display  ads,   email,  etc   offers,  etc   affiliates,  etc   C1   C2   CRM   Facebook   program   TwiKer,  etc   C3   POS  kiosks,   Call  center,     loyalty  cards,  etc   retail  stores,  etc  April  2011   ©  Datalicious  Pty  Ltd   49  
  50. 50. >  Success  aKribu?on  models   Banner     Paid     Organic   Success   Last  channel   Search   Ad   Search   $100   $100   gets  all  credit   Banner     Paid     Email     Success   First  channel   Ad   $100   Search   Blast   $100   gets  all  credit   Paid     Banner     Affiliate     Success   All  channels  get   Search   Ad   Referral   $100   $100   $100   $100   equal  credit   Print     Social     Paid     Success   All  channels  get   Ad   Media   Search   $33   $33   $33   $100   par?al  credit  May  2011   ©  Datalicious  Pty  Ltd   50  
  51. 51. >  First  and  last  click  aKribu?on     Chart  shows   percentage  of   channel  touch   points  that  lead   Paid/Organic  Search   to  a  conversion.   Neither  first     Emails/Shopping  Engines   nor  last-­‐click   measurement   would  provide   true  picture    April  2011   ©  Datalicious  Pty  Ltd   51  
  52. 52. >  Full  path  to  purchase   Introducer   Influencer   Influencer   Closer   $   SEM   Banner   Direct     SEO   Online   Generic   Click   Visit   Branded   Banner     SEO   Affiliate   Social   Offline   View   Generic   Click   Media   TV     SEO   Direct     Email   Abandon   Ad   Branded   Visit   Update  April  2011   ©  Datalicious  Pty  Ltd   52  
  53. 53. >  Search  call  to  ac?on  for  offline    April  2011   ©  Datalicious  Pty  Ltd   53  
  54. 54. April  2011   ©  Datalicious  Pty  Ltd   54  
  55. 55. >  Research  online  buy  in  store  May  2011   ©  Datalicious  Pty  Ltd   55   Source:  2008  Digital  Future  Report,  Surveying  The  Digital  Future,  Year  Seven,  USC  Annenberg  School  
  56. 56. >  Store  locator  searches  May  2011   ©  Datalicious  Pty  Ltd   56  
  57. 57. >  Offline  sales  driven  by  online   Adver?sing     Phone   Credit  check,   campaign   order   fulfilment   Retail   Confirma?on   order   email   Website   Online   Online  order   Virtual  order   research   order   confirma?on   confirma?on   Cookie  April  2011   ©  Datalicious  Pty  Ltd   57  
  58. 58. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?   How  many  orders  do  you  need  to  test  6  banner  execu?ons     if  you  serve  1,000,000  banners  April  2011   ©  Datalicious  Pty  Ltd   58   Google  “nss  sample  size  calculator”  
  59. 59. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   369  for  each  ques?on  or  369  complete  responses   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?  And  email  sends?   381  per  subject  line  or  381  x  2  =  762  email  opens   How  many  orders  do  you  need  to  test  6  banner  execu?ons     if  you  serve  1,000,000  banners?   383  sales  per  banner  execu?on  or  383  x  6  =  2,298  sales  April  2011   ©  Datalicious  Pty  Ltd   59   Google  “nss  sample  size  calculator”  
  60. 60. >  Addi?onal  success  metrics     Click   Through   $   Click   Add  To     Cart   Through   Cart   Checkout   ?   $   Click   Page   Page     Product     Through   Bounce   Views   Views   $   Click   Call  back   Store   Through   request   Search   ?   $  April  2011   ©  Datalicious  Pty  Ltd   60  
  61. 61. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Measuring  buzz  May  2011   ©  Datalicious  Pty  Ltd   61  
  62. 62. >  Importance  of  social  media     Search   Company   Promo?on   Consumer   WOM,  blogs,  reviews,   ra?ngs,  communi?es,   social  networks,  photo   sharing,  video  sharing  May  2011   ©  Datalicious  Pty  Ltd   62  
  63. 63. >  Measuring  social  media     Sen.ment   Influence   Reach  April  2011   ©  Datalicious  Pty  Ltd   63  
  64. 64. May  2011   ©  Datalicious  Pty  Ltd   64  
  65. 65. Sen?ment  analysis:  People  vs.  machine   April  2011   ©  Datalicious  Pty  Ltd   65  
  66. 66. 101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  >  Useful  links  May  2011   ©  Datalicious  Pty  Ltd   66  
  67. 67. >  News  and  research  §  hSp://blog.datalicious.com  §  hSp://www.emarketer.com  §  hSp://www.marke.ngcharts.com  §  hSp://www.techcrunch.com  §  hSp://www.smartbrief.com/iab  §  hSp://www.trendwatching.com  §  hSp://www.springwise.com  §  hSp://www.useit.com/alertbox  §  hSp://weblogs.hitwise.com  May  2011   ©  Datalicious  Pty  Ltd   67  
  68. 68. >  Trends  and  data  §  hSp://www.google.com/trends    §  hSp://www.google.com/sktool  §  hSp://www.google.com/webmasters  §  hSp://www.google.com/adplanner  §  hSp://www.google.com/videotarge.ng  §  hSp://www.hitwise.com.au/datacenter    §  hSp://www.compete.com/    §  hSp://www.alexa.com/    §  hSp://wiki.kenburbary.com/  May  2011   ©  Datalicious  Pty  Ltd   68  
  69. 69. Contact  us   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  us   twiKer.com/datalicious    April  2011   ©  Datalicious  Pty  Ltd   69  
  70. 70. Data  >  Insights  >  Ac?on  

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