Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Marketing Measurement


Published on

Published in: Business, Technology
  • Be the first to comment

Digital Marketing Measurement

  1. 1. Digital Marketing Measurement <br />
  2. 2. You can’t measure long-term online presence using the same indicators as for web-site effectiveness measurement<br />
  3. 3. Number of people who saw your ad can’t be an index because it is<br />ABSOLUTE<br />Not<br />COMPARATIVE<br />
  4. 4. There should be a <br />SYSTEM OF CONSTANT ANALYTICS<br />
  5. 5. The Six Pillars of Digital Media Measurement <br />
  6. 6. KEY INDEXES<br />
  7. 7. “CTR” groupContent consumption activity<br />
  8. 8.
  9. 9.
  10. 10. View through rate <br />(subjective attraction)<br />Click through rate<br />(subjective informativeness)<br />Clicks through interest<br />
  11. 11. Rich media interaction<br />
  12. 12. Content type Is it rich media?<br />Plain Text Non rich<br />Gif/Jpeg Non rich<br />Animated Gifs Non rich<br />Animation plug-ins (Flash) Rich<br />Streaming Audio/Video Rich<br />Java Rich<br />Rich Media Interaction Rate:<br />Rich Media Interactive Impressions / Rich Media Impressions<br />
  13. 13. Site measurement indexes<br />
  14. 14. Landing page views – <br />DOESN’T DEPEND ON CREATIVE AGENCY<br />Number of pages viewed<br />Time spent on site<br />Repeat visits<br />HUGELY DEPEND ON CREATIVE AGENCY AND WILL BE ASKED FROM IT. <br />PLEASE CHECK MEDIA PLANS TO BE SURE THAT YOU HAVE HIGH-QUALITY AUDIENCE<br />
  15. 15. Conversion Rate – conversion to desired outcome on website<br />
  16. 16. Cost per acquisition rate <br />
  17. 17. Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is a model, where advertiser count pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement<br /> Could be known as well as:<br />Cost per acquisition<br /> Cost per lead (registration)<br /> Cost Per Sale<br />
  18. 18. Social marketing measurement<br />
  19. 19.
  20. 20.
  21. 21. Share of Voice – social media measurement<br />Sentiment Tracking – social media measurement<br />Net Promoter Score – advocacy measure<br />
  22. 22. Net promoter score<br />take the percentage of customers who are promoters (P) <br />and subtract the percentage who are detractors (D). <br />This equation is how Net Promoter Score is calculated for a company:<br />P – D = NPS<br />
  23. 23. Finally – ROI <br />Return of Investment – total profit from sales divided by marketing measurement<br />
  24. 24. Thank you!<br />