SlideShare a Scribd company logo
Conversations with Financial Directors   ..about the measurement and accountability of Digital Marketing.
[object Object],[object Object],[object Object],[object Object],Who we are  Thinking : Returns
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Services we offer What we do
Who we work for  The company we keep
[object Object],[object Object],[object Object],[object Object],Listening to our clients  The challenge for Digital Marketing investments
Defining what is important.   Questions that need answering
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Single philosophy  12 questions to answer
Measuring Return.   Move on from ROI. Thinking POI.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From measuring ROI to POI  Accountability
Tracking multiple channels.   Single tracking; single customer view
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Track the contribution of all sources Every channel has a role to play
Attribution of revenue.   Give credit where credit is due
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing funds follow the best performer Attributing revenue correctly
Exposure to Conversion  Different contact points prior to purchase
[object Object],[object Object],Case Study: Display & Paid Search Sample size of 14,313 travel brand bookings  Display Only Paid Search Only Exposure to Both $1,593,058 3,385 bookings 24% ( ) $4,135,648 9,008 bookings 62.5% ( ) $888,344 1,920 bookings 13.5% ( )
Listen to social media.   It is more than branding. It is sentiment.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Word of mouth on demand Measuring sentiment
[object Object],[object Object],[object Object],[object Object]

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Conversations With Financial Directors about measuring Online Marketing