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Measurement Techniques V1.01 S

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how to measurement with online advertising (ตัวย่อ)

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Measurement Techniques V1.01 S

  1. 1. Measurement Techniques tracking the effectiveness of digital marketing and determine the deliverable results <ul><li>by: Pawoot Pongvitayapanu (Pom) E-Mail : [email_address] URL : www.Pawoot.com </li></ul><ul><ul><li>Managing Director : TARAD Dot Com </li></ul></ul><ul><ul><li>Vice President : Thai E-Commerce Association </li></ul></ul><ul><ul><li>Consultant : Thailand Productivity Institute </li></ul></ul>
  2. 2. การศึกษา ปริญญาโท Internet and E-commerce มหาวิทยาลัย อัสสัมชัญ (ABAC) ปริญญาโท ( กำลังศึกษา ) Executive MBA : ศศินทร์ จุฬาลงกรณ์ มหาวิทยาลัย ปริญญาตรี สถาปัตยกรรมศาสตร์ มหาวิทยาลัยรังสิต ประสพการณ์การทำงาน ปัจจุบัน (Future) กรรมการผู้จัดการ บริษัท TARAD DOT COM Co.,Ltd. (ThaiSecondhand.com, TARAD.com) อปุนายก สมาคมผู้ประกอบพาณิชย์อิเล็กทรอนิกส์ไทย ที่ปรึกษา สมาคมผู้ดูแลเว็บไทย ( Thai Webmaster Association) ที่ปรึกษา สถาบันเพิ่มผลพลิตแห่งชาติ , กรมส่งเสริมอุตสาหกรรม ( APEC IBIZ ) นักเขียน กรุงเทพธุรกิจ Biz Week, นิตยสาร E-Commerce Magazine บรรณาธิการ สำนักพิมพ์ TARADedu ( หนังสือด้าน E-Marketing & E-Commerce) อาจารย์ สถาบัน Net Design – วิชา E-Marketing อาจารย์ / วิทยากร see all list at http :// www . pawoot . com / Myself / อดีต (Past) Dec 02-Sep 05 เลขาธิการ - สมาคมผู้ดูแลเว็บไทย ThaiWebmaster Association Apr – Sep 04 ที่ปรึกษา - กรมพัฒนาธุรกิจการค้า กระทรวงพาณิชย์ Oct 01 - Aug 03 Assistant Manager - HUTCH : Mobile Operator Sep 00-Oct 01 กรรมการ - สมาคมผู้ดูแลเว็บไทย - ThaiWebmaster Association Jul 99 - Jan 00 Business Development/Webmaster - AD Venture (Member of Shin Corporation) Jun 99-Nov 99 Web Design Company - Pantheon.co.ltd - Web Creative Pawoot Pongvitayapanu ภาวุธ พงษ์วิทยภานุ ( ป้อม ) MS IEC, B. ARCH
  3. 3. Agenda <ul><li>What is online measurement? </li></ul><ul><li>Why we have to measurement? </li></ul><ul><li>Metric of Measurement </li></ul><ul><li>What information we need to know! </li></ul><ul><li>How we can collection information </li></ul><ul><li>Tools & Application for measurement </li></ul><ul><li>Measurement Technique </li></ul><ul><li>Avoiding inaccurate measurement method </li></ul><ul><li>Q&A…! </li></ul>
  4. 4. Online Advertising Revenue <ul><li>Year 2006 total $16.9B Growth 35% higher than 2005's </li></ul>Source PriceWaterHouseCooper
  5. 5. Metric of measurement
  6. 6. What information we need to know? <ul><li>User Profile </li></ul><ul><li>Usage & Activity </li></ul><ul><li>Transaction (Buy, Sell, Inquiry) </li></ul><ul><li>Stickiness </li></ul><ul><li>Behavior </li></ul>
  7. 7. Measurement Metric Model Sale & Commerce Measurement Awareness & Image Measurement
  8. 8. Charging Model <ul><li>Flat Rate คิดเหมาจ่ายเป็นรายอาทิตย์ / เดือน / ปี </li></ul><ul><li>CPM การคิดค่าใช้จ่ายต่อการแสดงโฆษณา 1,000 ครั้ง Cost per 1,000 impression </li></ul><ul><li>PPC การคิดค่าใช้จ่ายเมื่อมีการคลิกโฆษณา Pay Per Click </li></ul><ul><li>PPP การคิดค่าใช้จ่ายเมื่อ มีการได้ลูกค้าใหม่ หรือทำงาน สำเร็จ Pay Per Performance </li></ul>
  9. 9. Awareness & Image Measurements
  10. 10. Acquisition Costs <ul><li>should be calculated and monitored. </li></ul><ul><ul><li>the cost to acquire a click-through (click-through) </li></ul></ul><ul><ul><li>new e-mail address (potential customer) (subscription) </li></ul></ul><ul><ul><li>a new subscription (sign-up) </li></ul></ul><ul><ul><li>new customer (purchase) </li></ul></ul><ul><ul><li>Page View, Banner impressions </li></ul></ul><ul><ul><li>SMS sent out </li></ul></ul><ul><ul><li>No. of outbound calls to customers </li></ul></ul><ul><ul><li>Response from survey / quiz games </li></ul></ul><ul><li>** Depend on campaigns goal </li></ul>
  11. 11. For example Promotional campaign cost $10,000 and it resulted in 100,000 click-throughs, Customer Acquisition Cost = $10,000 100,000 Acquisition Cost = Advertising Cost Number of Click-Throughs (Visits) = $.10 . <ul><li>Average Customer Acquisition Cost </li></ul><ul><li>Search $7 and $10 </li></ul><ul><li>Yellow Pages $15 and $25 </li></ul><ul><li>E-mail $40 to 80 </li></ul><ul><li>Direct mail $60 to 80 </li></ul>Source : http://www.mediapost.com/dtls_dsp_SearchInsider.cfm?fnl=050203
  12. 12. <ul><li>Ask yourself some useful accountability questions such as: </li></ul><ul><li>How does that compare to other campaigns that you are running? </li></ul><ul><li>How does that compare to last month? </li></ul><ul><li>Did we get the best bang for our buck when acquiring these click-throughs? </li></ul><ul><li>How does this acquisition cost compare to the cost of other methods of acquiring click-throughs. </li></ul>
  13. 14. <ul><li>Frequency </li></ul><ul><li>Estimate of how often a prospect or customer visits the site. </li></ul><ul><li>Duration </li></ul><ul><li>Time spent at your web site. Example </li></ul><ul><li>Loyal customer segment = 5 minutes per visit </li></ul><ul><li>New customers segment = 2.30 minutes per visit </li></ul>Frequency = No of Visitors Number of Unique Visitors Duration = Total Minutes Viewing Pages Number of Visits During the Month
  14. 15. <ul><li>Reach </li></ul><ul><li>Refers to the potential to gain the attention of your target audience. </li></ul><ul><li>Used as a standard in the television industry, </li></ul><ul><li>The number of unique users who visited the site during a particular period divided by the total number of unique visitors your site has acquired over time </li></ul>Reach = Number of Visitors during the month Total Number of Visitors acquired by the site
  15. 16. <ul><li>Stickiness </li></ul><ul><li>Measure the effectiveness of your content </li></ul><ul><li>Consistently holding users' attention </li></ul><ul><li>Allowing them to complete their online tasks. </li></ul>Stickiness = Frequency x Duration x Reach
  16. 17. Effective Involvement Index (EII). <ul><li>EII is a benchmark for retention and stickiness </li></ul>
  17. 18. Sale & Commerce Measurements
  18. 19. Sale & Commerce Measurements <ul><li>Should be calculated and monitored </li></ul><ul><ul><li>Target leads </li></ul></ul><ul><ul><li>Number of order/sale </li></ul></ul><ul><ul><li>Sale revenue </li></ul></ul><ul><ul><li>Visitor - to - lead ratio </li></ul></ul><ul><ul><li>Cost average per new customer </li></ul></ul>
  19. 20. Conversion Ratio <ul><li>Average number of visitors who visit the site who make a purchase or perform some sort of action. (register as a customer, etc). </li></ul><ul><li>Conversion ratios vary by the type of traffic you are getting. More &quot;Targetted&quot; traffic typically means higher conversion rates. </li></ul>Conversion Ratio = Number of Order Number of Visits
  20. 21. <ul><li>Cost per Sale Transaction </li></ul>Conversion Cost = Advertising Costs Number of sales (or purchases) Best Normal
  21. 22. Best Performance
  22. 23. Measurement Technique <ul><li>Before/After measurement </li></ul><ul><li>Survey customers : prove the result </li></ul><ul><li>Use standard system (1 system : No standard yet) </li></ul>
  23. 24. Measurement Case Study <ul><li>Digg.com : stat on July 2007 </li></ul><ul><ul><li>Own server log 10.8 Million Unique U.S. Visitors </li></ul></ul><ul><ul><li>ComScore 4.6 Million Unique U.S. Visitors </li></ul></ul><ul><ul><li>Nielsen//NetRating 4.7 Million Unique U.S. Visitors </li></ul></ul><ul><ul><li>“ The Problem is. There are no stadards” Mike Maser : VP Marketing Digg.com </li></ul></ul><ul><ul><li>Source : Fortune Mag Sep 2007 </li></ul></ul>
  24. 25. Avoiding inaccurate measurement method <ul><li>Discrepancy (not standard measurement) </li></ul><ul><li>Outdated measurement methodologies </li></ul><ul><li>Advertiser's confidence. </li></ul><ul><li>New technology (RSS, AJAX, Widgets) </li></ul><ul><li>Data is gathered, it is proprietary </li></ul><ul><li>Fair & standard price </li></ul>
  25. 26. Who can tell you what is standard average rate? <ul><li>Viral marketing campaign? </li></ul><ul><li>Sponsorships impact to drive purchase intent? </li></ul><ul><li>How online sampling should drive sales? </li></ul>
  26. 27. Online Measurement Firm <ul><li>ComScore, Inc www.comscore.com </li></ul><ul><li>Nielsen//NetRatings www.nielsen-netratings.com </li></ul><ul><li>Media Rating Council (MRC). www.mediaratingcouncil.org </li></ul><ul><li>Interactive Advertising Bureau www.IAB.net </li></ul>
  27. 28. ComScore, Inc <ul><li>Provide a continuous, real-time measurement </li></ul><ul><li>Marketing Solution </li></ul><ul><li>Media Matrix </li></ul>
  28. 29. IAB.net (Interactive Advertising Bureau) <ul><li>Useful information </li></ul><ul><li>Online Guideline Standard </li></ul><ul><li>Ad unit & campaign </li></ul><ul><li>E-Mail Guideline </li></ul><ul><li>Spider & Bot </li></ul><ul><li>Rich Media Guideline </li></ul><ul><li>Privacy Guideline </li></ul><ul><li>VDO Measurement Guideline </li></ul><ul><li>More…… </li></ul>
  29. 30. Nielsen Unveils Video Measurement Tool : VideoCensus <ul><ul><li>Allows to attach code to video platforms </li></ul></ul><ul><ul><li>The code allows NetRatings to collect a census account of video views. </li></ul></ul><ul><ul><li>Supporting Type of Content </li></ul></ul><ul><ul><li>Cached content </li></ul></ul><ul><ul><li>Peer-to peer </li></ul></ul><ul><ul><li>Programs </li></ul></ul><ul><ul><li>Digital rights-managed (DRM) video streams. </li></ul></ul>
  30. 31. Online Measurement Summary <ul><li>Keep the right log and information </li></ul><ul><li>Use the right tools and application </li></ul><ul><li>Analyze data in many aspect as you want </li></ul><ul><li>Use the analyzed information to adjust your campaign for better performance </li></ul><ul><li>Keep doing it…! </li></ul>
  31. 32. หนังสือ Pocket Book แนะนำ หาซื้อได้ตามร้านหนังสือทั่วไปและ
  32. 33. หลากหลักสูตรสัมมนาด้าน e-Marketing <ul><li>E-Marketing กลยุทธ์การตลาดออนไลน์ </li></ul><ul><li>Search Engine Optimization ปรับแต่งเว็บให้ดังสุดๆ </li></ul><ul><li>หารายได้จาก Google Adsense </li></ul><ul><li>เทคนิคการสร้างเว็บไซต์ด้วยเว็บไซต์สำเร็จรูป </li></ul><ul><li>ข้อมูลเพิ่มเติม www.TARADedu.com หรือ โทร 02 298-0999 </li></ul>
  33. 34. Contact & Question www.Pawoot.com <ul><li>E-Commerce E-Marketing Content & knowledge </li></ul><ul><li>E-Business Web Board </li></ul><ul><li>Books & Seminar </li></ul><ul><li>Useful Web Link </li></ul>
  34. 35. Any Question? More information : www.Pawoot.com Pawoot Pongvitayapanu (Pom) E-Mail : [email_address] URL : www.Pawoot.com Tel : 02 298-0999
  35. 36. ROI and eMarketing Campaigns <ul><li>One way accountability can be accomplished is through return on investment (ROI) calculations </li></ul><ul><li>Before you run an emarketing campaign you should try to predict the ROI yield, monitor it during the campaign, and calculate post campaign. </li></ul>

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