Digital Measurement


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Digital marketing measurement - what you should do on measurement. What's matrix that you should know

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Digital Measurement

  1. 1. Metrics and Measuring Success in Online Communications
  2. 2. Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it - H. James Harrington
  3. 3. Online Measurement look like the way of sustaining your love
  4. 4. Metrics in 5 Easy Steps Step 1: Identify Your Ultimate goal Step 2: Priorities Step 3: Understand yourself Step 4: Choose the best for yourself (What to Measure & Tools) Step 5: Keep tracking your lover performance.
  5. 5. Step 1:: How is your love look like…. Same as define your business objective • Generate more word of mouth • Increase customer loyalty • Bring outside ideas into organization • Increase product/brand awareness • Improve new product success ratios • Improve public relations effectiveness • Reduce customer acquisition costs • Reduce customer support costs • Reduce market research costs • Reduce product development costs
  6. 6. Step 2: Prioritize & Identify Goals Prioritize the Business Objectives in order of importance • What keeps your lover up at night? • What are the competitive threats? This identifies goals to measure
  7. 7. The Top Measurements CEOs find Most important Source:: SearchMojo What is mother in law looking for??
  8. 8. So let you define metrics frameworks via Paid / Own/ Earn modeling PAID OWN EARN
  9. 9. Step 3: Do you know yourself enough?
  10. 10. Understand on Paid media Digital Touchpoints EMAIL SEARCH MOBILE SOCIAL MEDIADISPLAY ADS ADVERGAMING
  11. 11. DISPLAY – Web Banner in Standard & Rich Media Format For better understanding of display ad formats, please refer to (2) DISPLAY > 1. Display Advertising Deck
  12. 12. Standard Ad/ Rich Media/ Ad Network • Standard ads: A Standard banner consists of a GIF or Flash file that loads together with the page. It never leaves or expands out of the banner space that it is served into. • Rich Media ads: Flash Interactive – in page, out of page, over the page.
  13. 13. Polite Banner Floating Banner Expandable Banner VDO Wall Synchronize Skinner Type of Rich Media
  14. 14. Understand your Own Space Owned Spaces are spaces that you can control i.e. corporate / product website, official fan pages, campaign microsite etc. Owned Spaces is where you provide relevant / in-depth information about your brand / product to user who actively seeking.
  15. 15. Earned / Generated Spaces Earned or Generated spaces is when you’ve done something really cool or interesting that people want to use their own media to tell others about it, and hence you earn media*. Source:
  16. 16. Knowing about your past!! Online
 Presence! Basic information with limited depth Broad
 Engagement! More information— expanding on existing content & adding new content areas Targeted Engagement! Specific content for specific audiences. Deeper engagement. Integrated Digital Engagement (IDE)! Specific content for specific audiences on specific devices. Evolution of Digital Marketing
  17. 17. What is Integrated Engagement?!
  18. 18. Step 4: Choose the best for yourself (What to Measure & Tools)
  19. 19. Follow you heart (business objective)
  20. 20. What it would be your measurement Ownasset Publisher / Media PageViews Visitor Time Spent on site Bounce Rate Page per visit New Visit Conversion Conversion Rate Traffic sources Time to purchase Mixed measurement Fans &Growth Activity on Page Engagement & Reach Response Rate& time
  21. 21. Keep eyes on every movement
  22. 22. Let’s change when it went down.
  23. 23. Step 5: Keep tracking your lover performance.
  24. 24. Keep eyes on your performance by Google Analytics
  25. 25. What is it? How it helps? How it works? Ad Serving, Monitoring and Planning Tools Smart Planning drives efficiency in the planning & buying process. This tools allow you to access your data and provide you with deeper insights into your campaign. The workflow is streamlined and automated and unnecessary overhead is eliminated. Smart Versioning from Sizmek puts sophisticated targeting and optimization capabilities within easy reach for every campaign and every advertiser – across any publisher in your media plan. Charge as % of media fee Keep eyes on your lover by
  26. 26. What is it? How it helps? How it works? Ad Serving, Monitoring and Planning Tools Smart Planning drives efficiency in the planning & buying process. DoubleClick Digital Marketing (DDM) is an integrated ad- technology platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns. DDM integrates world-class solutions to help buyers run holistic campaigns across multiple channels. Charge as CPM Keep eyes on your lover by
  27. 27. Possible Campaign KPIs Features to use Reports to pull Brand Awareness Looking for maximum reach -Rich Media Banners -Engagement reports -AB Testing for creatives to guage which concept works better in 2 difference audiences -Detailed Video metrics reports -Geo Targeting for maximum, impactful reach -Product summary reports (target audience reports) Consideration & Brand Favorability User engagement - Rich Media Banners - data capture, polling features -Engagement reports - AB Testing for creatives to gauge which concept works better in 2 difference audiences -Detailed Video metrics reports -Product summary reports (target audience reports) Drive Conversions Direct response, actions, sales -Conversion Tagging on client’s pages – sales tag for sales conversions / counter tags for actions on page -Conversion summary report -Setting a CPA target on each conversion tag -ROI Summary Report -Purchasing media via our Smart Trading offering- buy audience not media J Retention Consumer loyalty -Retargeting tags usage to expose interested audience/ new audience with targeted creative messaging/promo -Engagement reports -Smart Versioning to provide multiple creatives production effortlessly & efficiently -Detailed Video metrics reports Product summary reports (target audience reports) -Creative Summary Report
  28. 28. What Can Be Measured with Rich Media Ads? Total clicks / impressions shows how many people went from the ad to a predefined site Number of positive interactions / impressions (Could be more than 100%) The average time a user was exposed to an ad (in seconds) Average number of seconds the video played From all Videos that were started which percentage reached the 25%, 50%, etc mark The number of videos that were viewed in full screen The number of times the video was muted by users out of video started Number of panels that were expanded by users / impressions (Could be more than 100%) Interaction Rate (IR) Ad Duration Video Duration Video Played Rate (25%, 50%, 75%, 100%) Video Muted Rate Full Screen Started User Initiated Expansion Rate Click-Trough Rate (CTR)
  29. 29. Engagement Calculation
  30. 30. Other social matrix calculation
  31. 31. Thank you