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Adtech tokyo 2010 takahiro part

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ad:tech Tokyo 2010のパネルディスカッションで使用のスライド

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Adtech tokyo 2010 takahiro part

  1. 1. in  ad-­‐tech  tokyo  2010   panel  discussion:“Social  Media  Tracking  Measuring  Effec>veness  of  Your  Social  Media  Campaign” Nori  Takahiro  |  SUKEDACHI
  2. 2. Before  talking  about  the  Social  Media  measurement. Necessary  to  recognize  that  “AIDMA”  is  not  popular   outside  Japan.   ※  This  is  a  note  for  Japanese  aRendees:  
  3. 3. Back  to  the  “DAGMAR”  model  by  Russel  Colley,1961.       Defining  Adver>sing  Goals  for  Measured  Adver>sing  Results    
  4. 4. Target   Audience  0 Target   Audience  1 Target   Audience  2 Target   Audience  3 Customer According  to  DAGMAR  model,   a  sale  must  carry  a  poten>al  customer  through  four   stages:   Awareness Comprehension Convic>on Ac>on
  5. 5. We  see  more  complicated  purchase  process  now.   It’s  not  simple  and  linear  like  as  legacy  adver>sing  models  show.   Awareness Comprehension Comparison Examina>on Trial Ac>on Sa>sfac>on Share Repeat Rela>onship Cross  Sell   Up  Sell
  6. 6. Then,  which  purchase  stages  are  influenced  by  Social  Media? Awareness Comprehension Comparison Examina>on Trial Ac>on Sa>sfac>on Share Repeat Rela>onship Cross  Sell   Up  Sell
  7. 7. Before  talking  about  “measurement”  of  Social  Media,     necessary  to  speculate  and  understand  purchase  process   of  the  category  which  you  are  handling.       Then  you’ll  find  measurement  between  ”stages.”

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