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Digital Metrics - Presentation to Schulich School of Business
The document outlines best practices for measuring digital metrics, emphasizing the importance of understanding the customer journey and aligning digital touchpoints throughout that process. It discusses various media types (owned, paid, earned) and their respective measurement techniques, including quantitative and qualitative methods. Additionally, it addresses the shift in digital dynamics and the significance of big data in enhancing decision-making strategies.
Digital Metrics - Presentation to Schulich School of Business
- 1. Digital Metrics By: Rosalina Lin-Allen Director, Digital Strategy Tel.416-364-1455 x271 Email. rlinallen@delvinia.com www.twitter.com/rlinallen www.linkedin.com/rlinallen Page 1
- 2. ABOUT ME LANDSCAPE OVERVIEW AGENDA BEST PRACTICE FUTURE OF DIGITAL & METRICS Page 2
- 3. Who is Rosalina? DIGITAL EVANGELIST PROUD MOM OF TWO Page 3
- 4. About Delvinia Digital Strategy g gy & Customer Experience Design CUSTOMER Consultancy. Consultancy Page 4
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- 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) Page 6
- 7. Owned Media Company Wb Site C Web Sit Mobile A M bil App Campaign Micro-site E-newsletter Program Page 7
- 8. Typical Email ProgramMeasurement + Open Rate + Click Through Rate g + Forward Mail Rate - Bounce Rate - Unsubscribe Rate Page 8
- 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
- 11. Mobile App EBay Website EBW b it Wireframes Wi f Page 11
- 12. Convergence of theReal & Virtual Worlds Digital Concierge E-commerce at Your Store
- 13. Paid Media Search EngineMarketing Display Ads Page 13
- 14. Geo-Targeted Geo Targeted MobileAds Page 14
- 15. Typical Paid MediaMeasurement Paid Media Landscape ator Impressions (CPM) Aggrega Pay per Click (PPC) Independent t n/a I Fixed Price Auction Based Page 15
- 16. Earned Media Ratings, Reviews& Forwarded E-Mail Social Network Page 16
- 17. Social Operates inNear Real-Time Real Time Page 17
- 18. Typical Social MediaMeasurement • Likes (e.g. Facebook) • Followings (e.g. Twitter) • Views (e.g. YouTube) ( g ) • Comments & Mentions • Influence of the Commenters/Bloggers • Sentiments Page 18
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- 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! Page 20
- 21. 1. 1 Understand theCustomer 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 Page 21
- 22. 2. 2 Align DigitalTouch Points with Customer Journey Page 22
- 23. 2. 2 Align DigitalTouch 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 DefineMetrics 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
- 25. 4. 4 Track Againstthe Journey Page 25
- 26. Financially Focused, IntegratedView 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
- 28. FUTURE OF DIGITAL& METRICS Page 28
- 29. Digital has shifted powerdynamic 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 theWorld 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 Page 33