Digital Metrics lecture slides providing an overview of digital measure landscape and best practices. The lecture was for MBA Marketing Students at the Schulich School of Business by Rosalina Lin Allen
Overview on measurement in the digital space, broken down by digital tactics, and with best practice on how to measure them in an integrated, customer-centric and financially focused ways.
Welcome to Wego.com, one of the world’s most comprehensive travel search engines. Wego compares and displays real time flights, hotel pricing and availability from hundreds of leading travel sites from all around the world on one simple screen.
Overview on measurement in the digital space, broken down by digital tactics, and with best practice on how to measure them in an integrated, customer-centric and financially focused ways.
Welcome to Wego.com, one of the world’s most comprehensive travel search engines. Wego compares and displays real time flights, hotel pricing and availability from hundreds of leading travel sites from all around the world on one simple screen.
In this presentation Douglas & Breitner presented its vision on how the online channel plays a role in the process from attracting visitors online to seduce them to testdrive a vehicle with a dealer.
Attribution and ROI Measurement was presented by Steve Latham at Search Engine Strategies 2010. To request a soft-copy please reach out via Twitter, LinkedIn or Facebook.
http://twitter.com/stevelatham
http://linkedin.com/in/stevelatham
http://facebook.com/slatham
Conversion conference london nov 2011 - multi channel testing - craig sullivanCraig Sullivan
Cross channel testing tips including how to optimise your call tracking, call centres, contact methods, contact flows. Also how to deflect, manage or remove cost from contact handling.
This set of slides also covers our optimisation process, results and shows some case studies.
If you're a serious marketer, cross channel is going to be vital for you in 2012.
In this presentation we will discuss the aspects that brought boom in the e-commerce industry. Opportunities which helped e-commerce to flourish by applying certain business model to it has been discussed in detail.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
E-commerce involves direct selling of goods and services over the internet, agent services and research and development. E-commerce ventures target niche as well as broad customers. Examples of companies targeting niche customer’s includejbmountainbikes.com and southwest.com
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An overview of landing pages best practices and main use cases
A step-by-step demo of how to build, publish and promote a landing page using Optify
Measuring landing page performance and introduction to A/B Testing
"Marketing in the Oilfield" was presented at Gulf Publishing's 2010 energy marketing event. If you'd like a soft-copy please contact me via Twitter, LinkedIn for Facebook. Thank you!
Steve Latham
http://twitter.com/stevelatham
http://facebook.com/slatham
http://linkedin.com/in/stevelatham
MIR Interview with Adam Froman, CEO of Delvinia and AskingCanadians™
Is the social media hype about being cool or about making money?
For Adam Froman, the answer is easy: Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fi ts into the whole customer journey will consumers become engaged and add value to the company … and only then will the social brand become cool.
In this presentation, part of Multiplicity's ongoing speaker series about Launching and Growing: Your First 100 Customers, AskingCanadians Vice President Raj Manocha focuses on how insights can help companies better understand their customers and what’s important to them. The presentation highlights the role insights can play in innovation, cost effective ways for start-ups to collect insights and how research can make you a thought leader.
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In this presentation Douglas & Breitner presented its vision on how the online channel plays a role in the process from attracting visitors online to seduce them to testdrive a vehicle with a dealer.
Attribution and ROI Measurement was presented by Steve Latham at Search Engine Strategies 2010. To request a soft-copy please reach out via Twitter, LinkedIn or Facebook.
http://twitter.com/stevelatham
http://linkedin.com/in/stevelatham
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To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
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Social networks have experienced explosive growth in the last few years. Today, social networking is the number one activity on the Internet, accounting for 23 per cent of user’s time spent online (Nielsen, September 2011). Consumers are using social networking sites and features in all aspects of their lives, including shopping.
This presentation includes:
- How Canadian shoppers are using social networks in the shopping process.
- What expectations Canadian social shoppers have of retailers and brands.
- How innovative retailers and brands are engaging social shoppers.
- How retailers and brands can meet the needs of Canadian mobile shoppers.
Consumers no longer just shop at the retail store. With an abundance of product information and ability to gain opinions of other consumers, consumers use the Internet as a critical part of their shopping process. This trend has accelerated after the recession where consumers take more time to scrutinize their purchases. Consumers that use more than one retail channel are coined the multi-channel shopper. They are more profitable and loyal.
6. Owned
Media
(e.g. website, apps,
e newsletters)
e-newsletters)
Earned Paid
Media Media
(e.g. SEM , Display Ads)
(e.g. PR
(e g PR, social
media activities)
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7. Owned Media
Company W b Site
C Web Sit Mobile A
M bil App
Campaign Micro-site E-newsletter Program
Page 7
8. Typical Email Program Measurement
+ Open Rate
+ Click Through Rate
g
+ Forward Mail Rate
- Bounce Rate
- Unsubscribe Rate
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9. Typical Website Measurement
• Page Views
• Vi it
Visits
• Pages/Visit
• Ave. Time Spent on Site
• Unique Visitors
• Bounce Rate
• New Visits
• Referring Site
• Geography
… etc.
Page 9
10. Techniques for Measurement
Quantitative
• Ratings
• Customer Satisfaction Survey
Qualitative
• Usability Test
• One-on-one interview
• Eye tracking
• A/B Split Test
p
Page 10
15. Typical Paid Media Measurement
Paid Media Landscape
ator
Impressions (CPM)
Aggrega
Pay per Click (PPC)
Independent
t
n/a
I
Fixed Price Auction Based
Page 15
20. Best Practice
Financially focused, integrated view
y g
based on the customer journey:
1. Understand the customer journey
j y
2. Align digital touch points with the AWARE
customer journey ENGAGE
3.
3 Define metrics against the customer
journey CONVERT
4. Track against the customer journey
ADVOCATE
Repeat!
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21. 1.
1 Understand the Customer Journey
Ratings
&
Consult
Reviews
e e s See Product/
Friends
Fi d &
Family Speak to Schedule
Sales Person Test Drive
Locate
Dealer Purchase
Experience
Product Product
Details &
3rd Compare Buy
Party Online
Sites
Check
Various
Product
Websites
RESEARCH ENGAGE CONVERT
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23. 2.
2 Align Digital Touch Points with Customer Journey
A. ‘Build & Price’
E. Dealer Locator
B. Save Config G. Purchase
D.
D Payment Estimator
C. Compare Options F. Schedule a Test Drive
Page 23
24. 3.
3 Define Metrics Against the Journey
Shopping for a Car: Engagement Step
Objectives
Obj ti Key Performance
(Call to Actions) Indicators
Visits
Build & Config Time Spent
Get a Quote Visit/Unique Visitors to ‘Get a Quote’
‘Get a Quote’ submission
Visit/Unique Visitors to ‘Get a Quote’
Find a Dealer
‘Get a Quote submission
Get Quote’
Visit/Unique Visitors to ‘Test Drive’ Section
Schedule Test Drive
‘Test Drive Scheduling’ submission
g
26. Financially Focused, Integrated View
Focused
Category Tactic Investment Metrics Conversion Rate Click Thru’s/ Cost Per Lead
(ave. mo.) Impressions/ Page Complete CTA
Views/ Email Open
Rate
Display Ads $200,000 20,000,000 0.1% 20,000 $10
Mobile Ads $20,000 1,000,000 1.5% 15,000 $1
Awareness Paid Search $100,000 800,000 4% 32,000 $3
SEO $100,000 320,000 15% 48,000 $2
Social Media $100,000 200,000* 1% 2,000 $50
Build & Config 125,000 40% 50,000 $2
Price Estimator $80,000 167,000 56% 93,520 $0
Engage
Dealer Locator 86,000 34% 29,240 $0
Email Followup $21,000 123,000 27% 33,210 $1
Total Investment $621,000
Actual Purchase Ave. Purchase Price Purchase Value
Convert Purchase at Dealer n/a n/a 562 $47,000 $2,641,4000
Integrated At the end of the day, it’s all
Multichannel View about the financial
Using Funnel Approach
U i aF lA h indicators
i di
27. Common Pitfalls
Siloed views
Measuring the
wrong things
(e.g. lack clarity on th
( l k l it the
customer journey)
CUSTOMER
Stopping here
Action without clear
objective or strategy
bj ti t t
Page 27
29. Digital has
shifted power dynamic
p y
Consumers have access to information and choice
How do you change the way you do business?
?
What is the new role of each of your channel and device?
Page 29
30. DATA
Enables Organizations In Ways
g y
Considered Beyond Your Reach In the Past.
Every day, we create 2.5 quintillion bytes of data — so much
that 90% of the data in the world today has been created in the
last two years alone. (source: Harness the Power of Big Data: The IBM Big Data Platform )
Page 30
31. Big Data = Real-time Decision Making
Ushahidi: Crowdsourced I f ti
U h hidi C d d Infectious
Disease, Political Violence Tracking
and more
Page 31
32. Let’s Make the World a Better Place
by M ki B tt D i i
b Making Better Decisions Together
T th
http://youtu.be/f-dfWLaDBPE
33. By: Rosalina Lin-Allen
Director, Digital Strategy
Delvinia
Tel.416-364-1455
Tel 416-364-1455 x271
Email. rlinallen@delvinia.com
Twitter. www.twitter.com/rlinallen
LinkedIn. www.linkedin.com/rlinallen
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