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Is measurement part of your digital DNA?
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Adapting measurement programs to refine online marketing activities.
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Is measurement part of your digital DNA?
- 1. Is measurement part of your digital DNA? Dirk Shaw | Twitter: @dirkmshaw Adapting measurement programs to refine online marketing activities.
- 3. Challenge: Acceleration in customer touch points and the number of metrics companies must synthesize.
- 4. Challenge: Lack of integration between the tools that measure multi channel interactions.
- 5. Challenge : Online customer experience and measurement are typically in silo’s across the organization. Metrics
- 6. Companies who don’t adapt will be slower to test new tactics because of an inability to measure value.
- 7. What are the elements of a successful measurement program? Photo: http://upload.wikimedia.org/wikipedia/en/thumb/0/0a/Super_heavy_elements.svg/800px-Super_heavy_elements.svg.png
- 8. Behavior: > How many are here? > How did they get here? > What are they doing?
- 9. Purchase: > How much did they buy? > What else would they buy? > What is propensity to buy again?
- 10. Tone & sentiment: > What is their mood? > Do they like or dislike our products? > What ideas can we take to R&D?
- 11. Influencers: > Who is talking the most and what about? > Where are they talking? > How can we activate their social graph?
- 12. Targeting: > Do they like a,b or c? > Or a and b but not c? > Which user experience elements drive highest levels of X?
- 13. Engagement: > How many click on this visit? > How much time are they spending across sites? > How frequent do they return?
- 14. 5 Ways companies can adapt in times of rapid change.
- 15. Let business goals lead. Not tools.
- 16. Bring together all stakeholders who measure goals thru digital touch points.
- 17. Build a team who's focus is tuning the online experience based on insights & data .
- 18. Find solutions that have open reporting interfaces and build a single view of the performance across all online activities.
- 19. Experiment with new touch points that are relevant to a market.
- 20. Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an ever changing digital landscape. Dirk Shaw | Twitter:@dirkmshaw