This document discusses measuring and reporting on results from digital marketing campaigns. It provides examples of key performance indicators to measure, such as website visits, click-through rates, and social media engagement. Case studies are presented on campaigns for solar energy programs, beach cleanups, association events, and retail. The document emphasizes the importance of telling the story behind the metrics and sharing both successes and failures to facilitate improvements.

1. RESULTSTHAT MATTER: CASES
HOWTO MEASURE? WHATTO REPORT?
Dr. Mary Beth McCabe, National University
Oct 4, 2015
DMA &Then

2. WHY DO RESULTS MATTER?

3. TOP PRIORITIES FOR DIGITAL
MARKETERS
 Customer Experience
 Internet ofThings
 Big Data in Marketing
 Moving Software to the Cloud
 Crowdsourcing Marketing Content
What about getting results?
Source: Millward Brown, 2015

4. WHATTO MEASURE?
 Customer retention
 New customer inquiries
 Customer returns
 Social sharing/mentions
 Email click thru rates
 KLOUT scores
 Net Promoter scores
 Google Analytics
 other

5. How do YOU
measure
results?

7. CASE STUDIES:
 Solar energy program
 Beach clean up promotion
 Association/Event marketing
 Retail
 Social Media Platform

8. MAYOR SANDERS
‘REDUCETHEN PRODUCE’
July 26, 2011

9. WHAT IS DIFFERENT ABOUT
REDUCETHEN PRODUCE?
 Simple ad copy
 Contacts solar company
 Gets solar
 Very complex process
 Contacts CCSE
 Contacts contractor(s)
 Gets bids to reduce energy
use/pays <$199.
 Purchases some needed
items
 Gets higher HERS rating
 Possibly gets solar with
savings

10. WHATTHE DASHBOARDTELLS
US….ABOUT NEW BRANDS
¾ of traffic from ad partners
New brand and not known yet

11. High bounce
rate
Half new visits
Spike
after
blackout

12. Let’s look at
the difference
between
“search” for
‘Reduce then
Produce’ in
July vs. Nov
2011.
Before….
July 26, 2011
Nothing
about
Reduce then
produce

13. After….
Nov 2011
Three full
pages +
of relevance,
including
those
From Sun
Marketing

14. Blogs by Sun Marketing about
Reduce then Produce
Sunmarketingsolar.blogspot.com
(1521 click thrus)

15. SDH&G MAG. AND POWAY
PAPERS
Rancho Bernardo News Journal,
Poway News Chieftain, Ramona
Sentinel
Four weeks, 1/8 page plus web ads

17. Web only traffic from banners on local newspaper
Circulation to every homeowner in neighborhood.

20. TV Promo and
Research

21. 9631 visits
to our site
from radio
campaign
How much traffic did we draw? Nearly 10,000
visits in a month from radio.

22. KPBS Metrics:
91,220
impressions for
$2500
74 Click throughs

23. With the UT’s digital, we hadVery high click through rate in direct e-mail blast!

25. ASI Hastings on a RtP evaluation: Posted on Facebook

27. From the Jack FM website.
Road Show Promo: 20 spots ran. 374,000 people aged 18+.
196,000 gross impressions.

29. SOLAR SUMMARY: KPI’S
Key Performance Indicators: web visits, click and measured media
 5,647,176 measured impressions (not counting social media)
 11,781 measured clicks
 Nearly $100,000 in measured media value for 5.6 million
measured impressions, and nearly 12,000 clicks in <90 days.

30. Are these your metrics?

31. Beach Cleanup 2015
$18.00 reach 2,650 on Facebook,
97% mobile

32. Spanish vs. English campaign on Facebook for InternationalTea Masters Association,
Training in Spanish had double the paid click in English, 6 times the likes/shares in Spanish

33. Retail engagement with existing SpanishTV commercial, extended audience for
pennies.

35. No Fee MeasurementTools: Linkedin, Klout, Google Analytics

37. Source: Google AdWords, 2015

40. 4 TAKEAWAYS ON MEASURING
 What you measure will be the focus of your results.
 Plan ahead for best kpi’s.
 Set goals but be flexible as needed.
 Build partnerships with local publishers/vendors for incremental
value and ROI.

41. 5TAKEAWAYS ON REPORTING
 Tell the story along with the metrics.
 Relate to sharing our experiences.
 Remember that we are all connected customers.
 Share the success as well as the failure.
 Improvements will result in the future as you adapt.