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Digital Marketing Measurement

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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 />
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  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 http://wiki.kenburbary.com/<br />
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  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 />

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