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Multi-Channel Measurement
• Third level

– Second lev...
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ClickNew Digital Marketing Reality
• Mobileto Social channels are in the mix
 Click & edit...
Measurement is a Top Priority
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• Click to edit Master text styles
– Second level
• Third l...
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Telegraph Media Group
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Measurement: Cut...
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– Second level
• Third level
– Fourth level
» Fifth le...
Click to routes to market, diff.
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Mobi...
Our story…in a changing environment
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• Click industry challenges textwell documented.
• Me...
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– Second level
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» Fifth le...
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Consumption by Week style
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16%

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15%

Weeke...
Measurement Strategy
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Wealthto edit Master text styles available*
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Tablet Packages
3 month

Ad Rotation

Monthly
Unique Users

£45K

3rd then 5th
swipe

74,900

3rd then 5th
swipe*

30,000
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Pandora’s Box
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Webtrends: counts web activity, styles
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Metrics
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• Click to edit Master text styles
• Webtrends: UU Browsers, Visits, PVs, duratio...
Challenges
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• Pandora’s box of metrics to choose from.
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Webtrends Cuts Through the Complexity
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Click place for multi-platform measurement.
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What’s edit for Telegraph?
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• Click to editpillar doc showing main source channels and wha...
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– Second level
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» Fifth le...
5 Takeaways
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1. Measurement is complex. You need to cut...
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Thanks for listening!
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– Second level
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Met Office

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Using Analytics to Improve...
Met Office Digital
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Digital Reach – Quarter 1
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• Visits - 59,199,...
UK Weather Sector Overview
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5 Takeaways
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Measure, Manage and Monitor
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Thanks for listening!
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Multi-Channel Measurement
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Removing the Blind Spots
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1. Use strategy & business go...
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Steve Earl

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Multi channel measurement

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Consumers no longer filter down a single channel, with your mobile, social and web properties all now influencing the buying cycle. This session will show you how you can remove the blind spots in your digital analytics and understand your customer activity across all digital channels.

Published in: Marketing, Business, Technology
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Multi channel measurement

  1. 1. Click to edit Master title style • Click to edit Master text styles Multi-Channel Measurement • Third level – Second level Removing the Blind Spots – Fourth level » Fifth level Steve Earl Director of Product Strategy, Webtrends
  2. 2. The to edit Master title style ClickNew Digital Marketing Reality • Mobileto Social channels are in the mix  Click & edit Master text styles – Second level  Consumer impatience is increasing • Third level  Shift in control over brand perception – Fourth level  Marketing is » Fifth level continuous  Everyone’s an analyst  Customer journey is central
  3. 3. Measurement is a Top Priority Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  4. 4. Click to edit Master title style • Click to edit Master text styles Telegraph Media Group – Second level Measurement: Cutting through the maze • Third level – Fourth level » Fifth level Mark Challinor Director of Mobile Platforms
  5. 5. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  6. 6. Click to routes to market, diff. Different edit Master title style assets • Click to edit Master text styles app/site Mobile Newspaper Web site – Second level Home delivery level access • Third Easy Tablet News in pocket Beautiful exp. Print packaging Infinite info » Fifth level Skimmable info Curated info Shut out world Get it quick Get it anywhere Second screen – Fourth level Status symbol Share w/friends Fillers for your day Personal enjoyment
  7. 7. Our story…in a changing environment Click to edit Master title style • Click industry challenges textwell documented. • Media to edit Master are styles • • • Print + Digitallevel – Second Strategy to expand subscriber base & open new • Third level revenue channels/platforms – Fourth level e.g. launched iPad app in 2010 (free then paid) » Fifth level Audience is not just on the iPad – – • Own Apps on iPad, Kindle Fire & Android Publishing partners - Google, Flipboard 4 ad slots grown to 23 & sold out going into Xmas
  8. 8. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  9. 9. Click to edit Master title style • EClick to edit Master text styles – Second level • Third level – Fourth level » Fifth level men women
  10. 10. Consumption by Week style Click to edit Master titleDay 16% • Click to edit Master text styles – Second level 15% Weekend content • Third level – Fourth level 14% » Fifth level 13% iPad App Traffic 12% Mon Tue Wed Thu Fri Sat Sun
  11. 11. Measurement Strategy Click to edit Master title style • • • • Wealthto edit Master text styles available* Click of analytics & measurement Figures are level – Second distorted across tools Key metrics? – is it visits, unique users, ad • Third level impressions, dwell times (downloads?) – Fourth level » Fifth level • Must make proposition clear and consistent across platforms • Developed a multi-platform tablet rate card
  12. 12. Tablet Packages 3 month Ad Rotation Monthly Unique Users £45K 3rd then 5th swipe 74,900 3rd then 5th swipe* 30,000 Full page Static 3rd then 5th swipe** 190,000* Full page Static 35,000 Full page Static Click to edit Master title style 1 week Platform 1 month £6K £20K • Click to edit Master text styles 77,500 impressions 330,000+ impressions 1,000,000+ impressions Creative Formats Full page Interactive/Sta tic iPad News App – Second level £3K £10K £21.5K 35,000 impressions 140,000 impressions 420,000 impressions • Third level Kindle Fire App – Fourth level » Fifth level £10K £3K 47,500 impressions 190,000 impressions £12K 570,000 impressions Flipboard App £1.5K £5K £15K 17,500 impressions 70,000 impressions 210,000 impressions £11,500 £35,000 £80,000 £13,500 £45,000 £100,000 740,000+ 2,230,000+ 5th swipe Google Currents App Package Cost Package Value Total Impressions 177,500 N.B. Package costs not inclusive of creative build * Flipboard can also be bought globally, delivering a further 750,000+ unique users per month ** Flipboard Ads are served depending on article length in Article view, ask your rep for specifics Sources: Telegraph Analytics, Flipboard Analytics and Google Analytics dashboard, March-May 2013
  13. 13. Pandora’s Box Click to edit Master title style • • • • Webtrends: counts web activity, styles Click to edit Master text key metrics include: UU browsers, visits, PVs Ad Server: – Second level - DFP: enables delivery of advertising across TCUK: • Third level - Yieldex: uses DFP data (allows for inventory mgt analytics) – Fourth level Research » Fifth level - Comparative strengths v competitive sites/mobile - NRS Padd: Qtrly web usage data enabling print and online combined data (and online only) -TGI: Qtrly print and online data for use individually or combined
  14. 14. Metrics Click to edit Master title style • Click to edit Master text styles • Webtrends: UU Browsers, Visits, PVs, duration – Second level • Ad Server: Ad impressions (capacity/booked/avails), clicks, CTRs, revenue, • Third level CPM, STR • Research: – Fourth level » Fifth level - NRS Padd: daily, weekly, monthly usage, basic demogs - TGI: weekly, monthly usage, extensive demogs, cat. info
  15. 15. Challenges Click to edit Master title style • Pandora’s box of metrics to choose from. • Click to edit Master text styles • Asked badly/wrongly you can get right answer to wrong question – Second level (which period are we measuring for instance) • Third level • Relevance factor (eg uniques can be irrelevant if campaign based on – Fourth level impressions) » Fifth level • No standard metrics across platforms • No industry standards • Education internally and externally (knowing what to ask) • Continuous innovation…what’s next?
  16. 16. Webtrends Cuts Through the Complexity Click to edit Master title style Click place for multi-platform measurement. •• Unified to edit Master text styles – Second level • Ability to measure native apps/platforms Third level • Ability•to differentiate desktop vs mobile activities – Fourth level » Fifth level • Device specific reports and dashboards. Out of box, easy to understand for marketers and non techies • 2014 mobile strategy / expertise on hand
  17. 17. What’s edit for Telegraph? Click to Next Master title style • Click to editpillar doc showing main source channels and what • Set our basic Master text styles • • • • – Second level they measure, where they’re used, pros and cons/considerations? • common Shape Third levelapproach (Toolkit?) Educate! – Fourth level » Fifth level Continuous innovation (new ad sizes, sponsorship, live ad serving, new sections, new ad propositions) Dashboard
  18. 18. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  19. 19. 5 Takeaways Click to edit Master title style • Click to edit Master text styles 1. Measurement is complex. You need to cut through the maze. Relevance – context are key. Make it simple and transparent. andSecond level • Third re comparability across platforms. Webtrends allows this. 2. Consistency level – channel/platform approach in all we do. 3. Think multi Fourth level » Fifth level 4. Keep innovating. What’s your USP? Experiment. Fail but fail fast & learn 5. Educate…then educate…then educate again. Keep banging the drum.
  20. 20. Click to edit Master title style Thanks for listening! • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Mark Challinor Telegraph Media Group mark.challinor@telegraph.co.uk @challinor
  21. 21. Click to edit Master title style • Click to edit Master text styles Met Office – Second level Using Analytics to Improve Content Marketing • Third level – Fourth level » Fifth level Simon Swan Digital Marketing Manager
  22. 22. Met Office Digital Click to edit Master title style • In House TeamMaster text styles • Click to edit • Meet requirements as a Public Weather – Second level ServiceThird level • • AdvertisingFourth level – & Sponsorship Strategy » Fifth level • To Educate In Communicating through Digital • Setting The Basics – Using Key Digital Channels To Drive Reach, Revenue and Reputation
  23. 23. Digital Reach – Quarter 1 Click to edit Master title style • Website edit Master text styles • Click to • Visits - 59,199,332 • Page views – 107,463, – Second level 936 • • Mobile Apps: (iOS,level – Fourth Android, Windows) • • • • Sessions – 197,573,074 » Fifth level New downloads – 941,819 Total downloads – 6.9mn Social Media • • • Market share – 18% • Third level Total followers: 385,000 followers & fans Generating over 1 million YouTube videos Mobile Website • Visits - 3,469,916; Page Views: 12,271,363
  24. 24. UK Weather Sector Overview Click to edit Master title style • • • • 40% to edit in online visits YOY Click growth Master text styles – Second level Dominance of Commercial Weather operators • Third level Google – Fourth level Weather Increasing » Fifth level of small, niche, contextual number providers • Estimated market value of $3bn a year** **Source: University of Pennsylvania, 2013
  25. 25. The to edit Master title ClickNeed For Content style • • • • • • • Growing Demand For Seasonal styles Click to edit Master text Weather Content – Second level Point of Differentiation • Third level Engage with Advertisers and Sponsors – Fourth level Engaging With»Our Audience Through Fifth level Digital Channels Creating a Gaps and Opportunities Content Strategy Targeted and Generic Digital Audiences
  26. 26. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  27. 27. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  28. 28. 5 Takeaways Click to edit Master title style • Click to edit Master text styles 1. 2. 3. 4. Measure, Manage and Monitor – Second level Know Your Audience (externally) • Third level Know Your Audience (internally) – Fourth level Data Collection: Are these actionable » Fifth level insights? 5. Don’t be afraid to fail
  29. 29. Click to edit Master title style Thanks for listening! • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Simon Swan Met Office simon.swan@metoffice.gov.uk
  30. 30. Multi-Channel Measurement Click to edit Master title style • Click to edit Master text styles • Fragmentation challenges – Second level present opportunities • Third level – • UncertainFourth levelproof mandates ROI & » Fifth level the need for measurement • Each channel has unique success measures
  31. 31. Removing the Blind Spots Click to edit Master title style • Click to edit Master text styles 1. Use strategy & business goals as a foundation – Second level • Third the 2. Measure level right things, not everything – Fourth level 3. Don’t boil the ocean – start small & iterate » Fifth level 4. Unify measurement to connect the dots 5. Develop & educate the organization 6. Democratize the insights
  32. 32. Webtrends Master title style Click to editAnalytics • Click to edit Master text styles • • • • • • Website Measurement – Second level Mobile Marketing Measurement • Third level – Fourth level Social Measurement » Fifth level SharePoint Measurement SAP Web Channel Measurement Any digital property
  33. 33. Click to edit Master title style Thank • Click to edit Master text stylesyou – Second level • Third level Steve Earl – Fourth level » Fifth level steve.earl@webtrends.com blogs.webtrends.com @earl_steve

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