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Digital Measurement - How to Evaluate, Track and Measure Marketing Performance
Datalicious, founded in late 2007, offers comprehensive digital measurement services through a combination of data analytics and developer expertise, focusing on actionable insights and data-driven marketing campaigns. The document outlines various digital metrics, cookie tracking limitations, and the importance of accurately measuring engagement and conversions across marketing channels. Additionally, it emphasizes the significance of social media, traffic analysis, and the need for clear frameworks to interpret data effectively.
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Digital Measurement - How to Evaluate, Track and Measure Marketing Performance
- 1. > Digital Measurement < More than just coun.ng hits!
- 2. > Short but sharp history § Datalicious was founded late 2007 § Strong Omniture web analy.cs history § Now 360 data agency with specialist team § Combina.on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac.ce (ADMA) § Turning data into ac.onable insights § Execu.ng smart data driven campaigns May 2011 © Datalicious Pty Ltd 2
- 3. > Clients across all industries May 2011 © Datalicious Pty Ltd 3
- 4. > Wide range of data services Data Insights Ac?on Pla>orms Analy?cs Campaigns Data collec?on and processing Data mining and modelling Data usage and applica?on Web analy?cs solu?ons Customised dashboards Marke?ng automa?on Omniture, Google Analy?cs, etc Tableau, Spo>ire, SPSS, etc Alterian, SiteCore, Inxmail, etc Tag-‐less online data capture Media aKribu?on models Targe?ng and merchandising End-‐to-‐end data pla>orms Market and compe?tor trends Internal search op?misa?on IVR and call center repor?ng Social media monitoring CRM strategy and execu?on Single customer view Customer profiling Tes?ng programs May 2011 © Datalicious Pty Ltd 4
- 5. > Smart data driven marke?ng Metrics Framework Metrics Framework Media AKribu?on Benchmarking and trending Benchmarking and trending Op?mise channel mix Targe?ng Increase relevance Tes?ng Improve usability $$$ May 2011 © Datalicious Pty Ltd 5
- 6.
- 7. > Digital data is plen?ful and cheap April 2011 © Datalicious Pty Ltd 7 Source: Omniture Summit, MaS Belkin, 2007
- 8. HITS How Idiots Track Success
- 9. > Basic website metrics § Page view/impression: The number of .mes a page (an analyst-‐definable unit of content) was viewed. § Visit/session: A visit is an interac.on, by an individual, with a website consis.ng of one or more requests for an analyst-‐definable unit of content (i.e. “page view”). If an individual has not taken another ac.on (typically addi.onal page views) on the site within a specified .me period, the visit session will terminate. § Unique visitor/browser: The number of inferred individual people (filtered for spiders and robots), within a designated repor.ng .meframe, with ac.vity consis.ng of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the repor.ng period. May 2011 © Datalicious Pty Ltd 9 Source: Web Analy.cs Defini.ons, Web Analy.cs Associa.on, 2007
- 10. > Cookie based tracking process What if: Someone deletes their cookies? Or uses a device that does not support JavaScript? Or uses two computers (work vs. home)? Or two people use the same computer? April 2011 © Datalicious Pty Ltd 10 Source: Google Analy.cs, Jus.n Cutroni, 2007
- 11. > Unique visitor overes?ma?on The study examined data from two of the UK’s busiest ecommerce websites, ASDA and William Hill. Given that more than half of all page impressions on these sites are from logged-‐in users, they provided a robust sample to compare IP-‐based and cookie-‐based analysis against. The results were staggering, for example an IP-‐based approach overes.mated visitors by up to 7.6 .mes whilst a cookie-‐based approach overes?mated visitors by up to 2.3 ?mes. April 2011 © Datalicious Pty Ltd 11 Source: White Paper, RedEye, 2007
- 12. > Maximise iden?fica?on points 160% 140% 120% 100% 80% 60% −−− Probability of iden.fica.on through Cookies 40% 20% 0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks April 2011 © Datalicious Pty Ltd 12
- 13. > Maximise iden?fica?on points Mobile Home Work Online Phone Branch April 2011 © Datalicious Pty Ltd 13
- 14. > Sample customer level data April 2011 © Datalicious Pty Ltd 14
- 15. > Digital metric categories +Social May 2011 © Datalicious Pty Ltd 15 Source: Accuracy Whitepaper for web analy.cs, Brian Clihon, 2008
- 16. > Digital means global “The image is a model of the Internet, based on how many people view different sites and how these sites are related to each other. There are 3 colours on this model. Red, Green and Blue. Each represents users from US, Europe and Asia. The picture illustrates how non linear the digital world is. It also shows how some sites have a strong centre of gravity for mass audiences; others have strong centres of gravity for niche audiences. It is important to iden.fy where marke.ng is going to have most impact -‐ crea.ng powerful programs on niche sites, which gradually extend an influence on the larger communi.es; or (more expensive) marke.ng ac.vity on mass sites, that will then generate a frenzy of interest in smaller niche groups.” May 2011 © Datalicious Pty Ltd 16 Source: Carat/Isobar, 2007
- 17. > Defining metrics frameworks Media and search data Website, call center and retail data Reach Engagement Ac?on +Buzz (Awareness) (Interest & Desire) (Ac.on) (Sa.sfac.on) Quan.ta.ve and qualita.ve research data Social media data Social media May 2011 © Datalicious Pty Ltd 17
- 18. > Importance of calendar events Traffic spikes or other data anomalies without context are very hard to interpret and can render data useless April 2011 © Datalicious Pty Ltd 18
- 19.
- 20. > Reach and channel overlap TV/Print audience Banner Search audience audience April 2011 © Datalicious Pty Ltd 20
- 21. > Ad server exposure test Banner TV/Print Search Impression Response Response $ Banner Search Direct Impression Response Response $ Users are segmented before 1st ad is even Exposed group: 90% of users get branded message served Control group: 10% of users get non-‐branded message Banner Search Direct Impression Response Response $ April 2011 © Datalicious Pty Ltd 21
- 22. > Indirect display impact April 2011 © Datalicious Pty Ltd 22
- 23. > Indirect display impact April 2011 © Datalicious Pty Ltd 23
- 24. April 2011 © Datalicious Pty Ltd 24
- 25. > Indirect display impact April 2011 © Datalicious Pty Ltd 25
- 26. > New marketplace: Search May 2011 © Datalicious Pty Ltd 26
- 27. > Google data in Australia Source: hSp://www.hitwise.com/au/resources/data-‐centre April 2011 © Datalicious Pty Ltd 27
- 28. > Search at all stages April 2011 © Datalicious Pty Ltd 28 Source: Inside the Mind of the Searcher, Enquiro 2004
- 29. > Search and brand strength April 2011 © Datalicious Pty Ltd 29
- 30. May 2011 © Datalicious Pty Ltd 30
- 31. > Search and the product lifecycle Nokia N-‐Series Apple iPhone April 2011 © Datalicious Pty Ltd 31
- 32. > Search and media planning April 2011 © Datalicious Pty Ltd 32
- 33. > Search driving offline crea?ve April 2011 © Datalicious Pty Ltd 33
- 34. > Hitwise Mosaic segment swing australia.com vs. newzealand.com australia.com vs. bulafiji.com Source: Hitwise.com.au, 2008 May 2011 © Datalicious Pty Ltd 34
- 35. > Hitwise Mosaic segment swing australia.com vs. newzealand.com australia.com vs. newzealand.com Source: Hitwise.com.au, 2008 May 2011 © Datalicious Pty Ltd 35
- 36.
- 37. > Conversion funnel 1.0 Campaign responses Conversion funnel Product page, add to shopping cart, view shopping cart, cart checkout, payment details, shipping informa.on, order confirma.on, etc Conversion event May 2011 © Datalicious Pty Ltd 37
- 38. > Conversion funnel 2.0 Campaign responses (inbound spokes) Offline campaigns, banner ads, email marke.ng, referrals, organic search, paid search, internal promo.ons, etc Landing page (hub) Success events (outbound spokes) Bounce rate, add to cart, cart checkout, confirmed order, call back request, registra.on, product comparison, product review, forward to friend, etc May 2011 © Datalicious Pty Ltd 38
- 39. > Addi?onal success metrics Click Through $ Click Add To Cart Through Cart Checkout ? $ Click Bounce Pages Per Avg Cart Through Rate Visit Value $ Click Call back Store Through requests Searches > ... $ May 2011 © Datalicious Pty Ltd 39
- 40. May 2011 © Datalicious Pty Ltd 40
- 41. May 2011 © Datalicious Pty Ltd 41
- 42. > Book: Tuned In “70% or more of new products or new product decisions were made without market data” May 2011 © Datalicious Pty Ltd 42 Source: hSp://www.pragma.cmarke.ng.com/tunedin
- 43.
- 44. > Key metrics by website type May 2011 © Datalicious Pty Ltd 44 Source: Omniture Summit, MaS Belkin, 2007
- 45. > Duplica?on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Email Email Blast Pla>orm $ Organic Google Search Analy?cs $ April 2011 © Datalicious Pty Ltd 45
- 46. > Cookie expira?on impact Paid Bid Search Mgmt $ Banner Banner Ad Ad Click Ad View Server $ Email Email Expira?on Blast Pla>orm $ Organic Google Search Analy?cs $ April 2011 © Datalicious Pty Ltd 46
- 47. > De-‐duplica?on across channels Paid Search $ Banner Ads $ Central Analy?cs Pla>orm Email Blast $ Organic Search $ April 2011 © Datalicious Pty Ltd 47
- 48. > Poten?al duplica?on impact § Double-‐coun.ng of conversions across channels can have a significant impact on key metrics, especially CPA § Example: Display ads and paid search – Total media budget of $10,000 of which 50% is spend on paid search and 50% on display ads – Total of 100 conversions across both channels with a channel overlap of 50%, i.e. both channels claim 100% of conversions based on their own repor.ng but once de-‐duplicated they each only contributed 50% of conversions – What are the ini.al CPA values and what is the true CPA? § Solu.on: $50 ini.al CPA and $100 true CPA – $5,000 / 100 = $50 ini.al CPA and $5,000 / 50 = $100 true CPA (which represents a 100% increase) April 2011 © Datalicious Pty Ltd 48
- 49. > Campaign flow and calls to ac?on = Paid media Organic PR, WOM, search events, etc = Viral elements = Coupons, surveys YouTube, Home pages, Paid TV, print, blog, etc portals, etc search radio, etc Direct mail, Landing pages, Display ads, email, etc offers, etc affiliates, etc C1 C2 CRM Facebook program TwiKer, etc C3 POS kiosks, Call center, loyalty cards, etc retail stores, etc April 2011 © Datalicious Pty Ltd 49
- 50. > Success aKribu?on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par?al credit May 2011 © Datalicious Pty Ltd 50
- 51. > First and last click aKribu?on Chart shows percentage of channel touch points that lead Paid/Organic Search to a conversion. Neither first Emails/Shopping Engines nor last-‐click measurement would provide true picture April 2011 © Datalicious Pty Ltd 51
- 52. > Full path to purchase Introducer Influencer Influencer Closer $ SEM Banner Direct SEO Online Generic Click Visit Branded Banner SEO Affiliate Social Offline View Generic Click Media TV SEO Direct Email Abandon Ad Branded Visit Update April 2011 © Datalicious Pty Ltd 52
- 53. > Search call to ac?on for offline April 2011 © Datalicious Pty Ltd 53
- 54. April 2011 © Datalicious Pty Ltd 54
- 55. > Research online buy in store May 2011 © Datalicious Pty Ltd 55 Source: 2008 Digital Future Report, Surveying The Digital Future, Year Seven, USC Annenberg School
- 56. > Store locator searches May 2011 © Datalicious Pty Ltd 56
- 57. > Offline sales driven by online Adver?sing Phone Credit check, campaign order fulfilment Retail Confirma?on order email Website Online Online order Virtual order research order confirma?on confirma?on Cookie April 2011 © Datalicious Pty Ltd 57
- 58. How many survey responses do you need if you have 10,000 customers? How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? How many orders do you need to test 6 banner execu?ons if you serve 1,000,000 banners April 2011 © Datalicious Pty Ltd 58 Google “nss sample size calculator”
- 59. How many survey responses do you need if you have 10,000 customers? 369 for each ques?on or 369 complete responses How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens How many orders do you need to test 6 banner execu?ons if you serve 1,000,000 banners? 383 sales per banner execu?on or 383 x 6 = 2,298 sales April 2011 © Datalicious Pty Ltd 59 Google “nss sample size calculator”
- 60. > Addi?onal success metrics Click Through $ Click Add To Cart Through Cart Checkout ? $ Click Page Page Product Through Bounce Views Views $ Click Call back Store Through request Search ? $ April 2011 © Datalicious Pty Ltd 60
- 61.
- 62. > Importance of social media Search Company Promo?on Consumer WOM, blogs, reviews, ra?ngs, communi?es, social networks, photo sharing, video sharing May 2011 © Datalicious Pty Ltd 62
- 63. > Measuring social media Sen.ment Influence Reach April 2011 © Datalicious Pty Ltd 63
- 64. May 2011 © Datalicious Pty Ltd 64
- 65. Sen?ment analysis: People vs. machine April 2011 © Datalicious Pty Ltd 65
- 66.
- 67. > News and research § hSp://blog.datalicious.com § hSp://www.emarketer.com § hSp://www.marke.ngcharts.com § hSp://www.techcrunch.com § hSp://www.smartbrief.com/iab § hSp://www.trendwatching.com § hSp://www.springwise.com § hSp://www.useit.com/alertbox § hSp://weblogs.hitwise.com May 2011 © Datalicious Pty Ltd 67
- 68. > Trends and data § hSp://www.google.com/trends § hSp://www.google.com/sktool § hSp://www.google.com/webmasters § hSp://www.google.com/adplanner § hSp://www.google.com/videotarge.ng § hSp://www.hitwise.com.au/datacenter § hSp://www.compete.com/ § hSp://www.alexa.com/ § hSp://wiki.kenburbary.com/ May 2011 © Datalicious Pty Ltd 68
- 69. Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twiKer.com/datalicious April 2011 © Datalicious Pty Ltd 69
- 70. Data > Insights > Ac?on