SlideShare a Scribd company logo
1 of 69
June 23, 2011 New York City eMARKETER Breakfast Geoffrey Ramsey Vipin Mayar
Can you identify with these two problems? ,[object Object],[object Object]
edge of cliff here ,[object Object],[object Object],[object Object]
$1 Trillion Total US Marketing (VSS, Myers, PwC, etc) $368 Billion Advertising & Marketing (Outsell) $157 Billion Traditional & Digital Advertising (eMarketer) $31 B Digital (eMarketer) ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
65%
Can you identify with these two fundamental problems?: ,[object Object],[object Object],Secret #1 is all about the need for Performance Measurement…
Marketers view of performance measurement
 
The most commonly used metrics –  CTR/time spent cannot be used by themsleves The industry has not come up with a common definition of engagement that is aligned with brand business results and ROI. Performance measurement online :  know the right metrics framework
 
Secret #2 gets at the problem of engagement with digital consumers
4.4% 43% of consumers say they  ignore or  disregard  banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010
The classic interruption/disruption  model of advertising is waning… We interrupt this program to sell you stuff We interrupt this programming to sell you stuff! “ We need to create  experiences , not just sponsor content.” -- Frank Cooper, CMO, Pepsi “ Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin “ Marketers are focusing on creating  Magnetic Content  – so entertaining, relevant, informative or useful – it demands the consumer’s  time and attention.”
 
The Magnetic Content approach turns targeting on its head.
 
20% off Mens ’ Jeans 2-for-1 Sale!
What about B2B? Does  content  as  marketing  work in the B2B world?
Five Criteria for Magnetic Content ,[object Object],[object Object],[object Object],[object Object],[object Object],“ What can I do for you, the consumer, that is unique and valuable, i.e., truly worth your time and attention?”
Is it Unique?
Is it Useful?
Is it Fun? Home sales of blenders up  700%  since the video series began!
Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate How do we optimize traffic? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Does the media drive high quality traffic? Time on Page Page CTR Circular Paths Exit Rate How do we improve our creative? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Do we have the right site content? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Is site navigation working as intended? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Evaluating display ads Time on Page Page CTR Circular Paths Exit Rate Too many metrics… big challenge is deciding the right metric
Start with the measurement framework Perceptual & Behavioral  Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE
Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product level  ROI  Exposure Metrics Strategic Metrics Financial Metrics
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We recommend 7 metrics to master
Engagement Score: new framework/metric View Interact Respond Share Create Advocate ,[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],ACTIVITIES METRICS TAXONOMY ,[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],Transact Purchase
Engagement Score aligned to the objectives of the content Widgets, Download apps Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHER  VALUE LOWER  VALUE Engagement Value Continuum  Extend ILLUSTRATIVE ENGAGEMENT
Illustrative points for engagement Engagement Index Methodology 1  Point 1  Point 1  Point 1  Point 1  Point 2  Points 1  Point 2  Points 3  Points 3  Points 2  Points 3  Points 1  Point 2  Points 2  Points 1  Point 1  Point 2  Points
Qualified  Engagement and Visit Threshold Qualified Visitors Allows you to determine engagement thresholds Gain in Engagement Below Threshold Do Not Drive Behavior Use  Engagement Score  and Qualified Visits in your  digital measurement
Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Display
Digital Channel#1 Social Media: Connections that Count What % of Internet users go to social sites?
% of  US  Internet users who participate in social networks (2010) Source: eMarketer, 2011; *with some level of frequency
20%   NOT using social?!?
Social media spending will continue to skyrocket in 2011 10% of total US online ad spend 33%  of display impressions* 17%  of display ad dollars** *comScore, 2011 **eMarketer, 2011 It ’ s less about  buying  social media, and more about how you can  earn  and  own  it! It ’ s all a matter of TRUST Consumers trust each other more than they do marketers
Four best practices for Magnetizing customers through social media ,[object Object],[object Object],[object Object],[object Object],68%  of Facebook users are more likely to buy a product or visit a retailer based on a positive FB friend referral --Morpace, 2010
How can you leverage trust through social media? ,[object Object],[object Object],Transparency Trust = “ terrible service!” “ negligent!” “ #%@!!!”
[object Object],[object Object],[object Object],[object Object],Listening  leads to Learning
“ By listening carefully, we harness social media as an  early alert  system..  so we can react quicker to issues.” --Richard Brinhammer, Dell
 
 
New strategy… ESCALATE
Adobe, I hope you’re listening, because I’ve got a problem…
Add value to the conversation…
Censored Unique Useful Well executed Fun Great use of channel
Focus on Your Brand Enthusiasts:  Prospects Customers CORE Find  them   via Social Media Nurture  them carefully Empower  them to share ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
% of marketers saying their      ability to measure ROI for     media channel is “good” Social media  19% Paid search  54% N = 567 global  marketers,2010 E-mail marketing (acq)  53% Online display  37% TV  21% Newsp/Mags  20% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers also believe Social Media is a key driver of brand awareness and affinity, but not so much sales
Applying our framework to social media Perceptual & Behavioral  Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE A “like” is not the end game
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Firm placing Content on site Illustration Political Blog Vote Comment Posting Linking ROI Perception Shift
Once you have the right set of metrics, can you get to ROI? Access to a purchase is required Visibility into Purchase through either Self stated Matching to transaction database Capturing online purchase
The typical method of getting to ROI Build Control Group Calculate ROI Determine Lift Survey Visitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 2 3 4
ROI approach illustrated  with an example   Consumers Incremental  Sales Lift Incremental Revenue Cost ROI Value $1,480,449 5.4 to 1 77,753 $9,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test Sales data obtained from panel  Approach Used panels for, incremental  prescriptions  from site visitors  Prescriptions X price Price X margin Loaded costs Profit/costs Unique visitors  from site tool
Digital Channel #2 Display: The Branding that Creates the Intent
[object Object],[object Object],[object Object],[object Object]
Awareness Interest Attitudes Perceptions Pre-purchase info gathering Transaction Display ads create the demand, while   search ads capture that demand… 88%  of Internet users shop and research online prior to buying --eMarketer, 2011 Not just search engines Opportunity to influence  prospects even before  they do any research!
Online display ads can drive consumer activity – but you need to  measure  it! Do a Search Visit Website Purchase Over time Online display ads drive  44%  of ultimate online transactions, whereas paid search drives only  27% --C3 Metrics Labs, Jun, 2011
Six Best Practices for Magnetizing Customers through Display Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creative execution counts
Use display ads (“paid media”) to drive  consumers to your Magnetic Content
Display landscape becoming increasing complex  Integration of many data sources + real time placement +  Complex analytics for  testing & optimization  Premium   Publishers The  ostrich  effect Demographic Psychographic Geographic Behavioral Client
Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product level  ROI  Sales Volume Exposure Metrics Strategic Metrics Financial Metrics
Five steps to total performance measurement for display ads Map Drivers Optimize Establish Objectives ,[object Object],[object Object],[object Object],ROI/Attribution ,[object Object],1 2 4 5 Implement Tracking ,[object Object],3
1.  Select the right objective Leads Engaged Visits ,[object Object],[object Object],[object Object],[object Object],[object Object],Clicks / Visits Interactions Impressions
2. The campaign hierarchy must capture all drivers of performance Pricing Targeting Property Placement Creative Concept Creative Technology Creative Concept Version Offer / CTA CPM Contextual Yahoo News Concept 1 Flash Concept 1A Coupon CPC Geo/demographic CNN Sports Concept 2 Video Concept 1B Widget CPA Retargeting Facebook Fashion Concept 3 Rich Media Concept 1C Sweepstake
5.  Use modeling to determining attribution and true ROI Total Input  Contributions Search contributed 17% of the explained variation in Display ads
Closing remarks ,[object Object],[object Object]
Believe in the Magic of  Engaging and Measuring “ Thank You” VIPIN [email_address] TWITTER: @vipinmayar GEOFF [email_address] TWITTER: @geofframsey

More Related Content

What's hot

Charm Bianchini - A Three Step Process to Better Customer Engagement
Charm Bianchini - A Three Step Process to Better Customer Engagement Charm Bianchini - A Three Step Process to Better Customer Engagement
Charm Bianchini - A Three Step Process to Better Customer Engagement
Autumn Quarantotto
 

What's hot (20)

Paid Social Media Advertising in 2019
Paid Social Media Advertising in 2019Paid Social Media Advertising in 2019
Paid Social Media Advertising in 2019
 
The Social Consumer Study
The Social Consumer StudyThe Social Consumer Study
The Social Consumer Study
 
Context is Queen: The value of media environment
Context is Queen: The value of media environmentContext is Queen: The value of media environment
Context is Queen: The value of media environment
 
Defying the Trends: Grow in 2010
Defying the Trends: Grow in 2010Defying the Trends: Grow in 2010
Defying the Trends: Grow in 2010
 
Driving Effectiveness with Talkworthy Advertising
Driving Effectiveness with Talkworthy AdvertisingDriving Effectiveness with Talkworthy Advertising
Driving Effectiveness with Talkworthy Advertising
 
Word of Mouth - A Prescription for a Bad Economy
Word of Mouth - A Prescription for a Bad EconomyWord of Mouth - A Prescription for a Bad Economy
Word of Mouth - A Prescription for a Bad Economy
 
Social Media Goals
Social Media GoalsSocial Media Goals
Social Media Goals
 
Ecommerce Strategy & Affiliate Marketing | Michael Vorel | Affiliate Summit
Ecommerce Strategy & Affiliate Marketing | Michael Vorel | Affiliate SummitEcommerce Strategy & Affiliate Marketing | Michael Vorel | Affiliate Summit
Ecommerce Strategy & Affiliate Marketing | Michael Vorel | Affiliate Summit
 
30 Conversion Rate Optimization Stats You Should Know
30 Conversion Rate Optimization Stats You Should Know30 Conversion Rate Optimization Stats You Should Know
30 Conversion Rate Optimization Stats You Should Know
 
A Conversation on Marketing Best Practices
A Conversation on Marketing Best PracticesA Conversation on Marketing Best Practices
A Conversation on Marketing Best Practices
 
FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsFEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
FEED: The Razorfish Digital Brand Experience Report 2009 Key Findings
 
Marketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric HealthcareMarketing in the Age of Person-centric Healthcare
Marketing in the Age of Person-centric Healthcare
 
ComfortLife Marketing Academy: Online Advertising
ComfortLife Marketing Academy: Online AdvertisingComfortLife Marketing Academy: Online Advertising
ComfortLife Marketing Academy: Online Advertising
 
Email Marketing Strategies That Work
Email Marketing Strategies That WorkEmail Marketing Strategies That Work
Email Marketing Strategies That Work
 
SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future
 
The Marketing Data Box 2011
The Marketing Data Box 2011The Marketing Data Box 2011
The Marketing Data Box 2011
 
How to Turn User Generated Content into Revenue with Ratings and Reviews
How to Turn User Generated Content into Revenue with Ratings and ReviewsHow to Turn User Generated Content into Revenue with Ratings and Reviews
How to Turn User Generated Content into Revenue with Ratings and Reviews
 
Ecommerce Personalisation Roadmap
Ecommerce Personalisation RoadmapEcommerce Personalisation Roadmap
Ecommerce Personalisation Roadmap
 
Charm Bianchini - A Three Step Process to Better Customer Engagement
Charm Bianchini - A Three Step Process to Better Customer Engagement Charm Bianchini - A Three Step Process to Better Customer Engagement
Charm Bianchini - A Three Step Process to Better Customer Engagement
 
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile WorldeMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
 

Viewers also liked

Mobile Marketing Monitor 2014 (MobileMarketing.nl/ MediaScience)
Mobile Marketing Monitor 2014  (MobileMarketing.nl/ MediaScience)Mobile Marketing Monitor 2014  (MobileMarketing.nl/ MediaScience)
Mobile Marketing Monitor 2014 (MobileMarketing.nl/ MediaScience)
Richard Otto
 
Mobile Marketing Monitor 2014
Mobile Marketing Monitor 2014Mobile Marketing Monitor 2014
Mobile Marketing Monitor 2014
Richard Otto
 
Samsung Mobile Special Adformatie MobileMarketing. NL
Samsung Mobile Special Adformatie MobileMarketing. NLSamsung Mobile Special Adformatie MobileMarketing. NL
Samsung Mobile Special Adformatie MobileMarketing. NL
Richard Otto
 

Viewers also liked (20)

Werk vinden via facebook
Werk vinden via facebookWerk vinden via facebook
Werk vinden via facebook
 
Modelo de Emprendimiento en red MER
Modelo de Emprendimiento en red MER Modelo de Emprendimiento en red MER
Modelo de Emprendimiento en red MER
 
Martin van der meij iab taskforce v2
Martin van der meij iab taskforce v2Martin van der meij iab taskforce v2
Martin van der meij iab taskforce v2
 
5th B children profiles
5th B children profiles5th B children profiles
5th B children profiles
 
Polygamous Marriage
Polygamous MarriagePolygamous Marriage
Polygamous Marriage
 
120618 Beeckestijn SATC gastcollege 2012 handout
120618 Beeckestijn SATC gastcollege 2012 handout120618 Beeckestijn SATC gastcollege 2012 handout
120618 Beeckestijn SATC gastcollege 2012 handout
 
Mobile trends in travel and retail (whitepaper)
Mobile trends in travel and retail (whitepaper)Mobile trends in travel and retail (whitepaper)
Mobile trends in travel and retail (whitepaper)
 
Presentatie RaisingResults Growth in Fundraising
Presentatie RaisingResults  Growth in FundraisingPresentatie RaisingResults  Growth in Fundraising
Presentatie RaisingResults Growth in Fundraising
 
Mobile Marketing Monitor 2014 (MobileMarketing.nl/ MediaScience)
Mobile Marketing Monitor 2014  (MobileMarketing.nl/ MediaScience)Mobile Marketing Monitor 2014  (MobileMarketing.nl/ MediaScience)
Mobile Marketing Monitor 2014 (MobileMarketing.nl/ MediaScience)
 
Beste Werkgeversonderzoek 2012 - Effectory & VNU Vacature Media
Beste Werkgeversonderzoek 2012 - Effectory & VNU Vacature MediaBeste Werkgeversonderzoek 2012 - Effectory & VNU Vacature Media
Beste Werkgeversonderzoek 2012 - Effectory & VNU Vacature Media
 
MobileMarketing.nl Bureauonderzoek 2014
MobileMarketing.nl Bureauonderzoek 2014MobileMarketing.nl Bureauonderzoek 2014
MobileMarketing.nl Bureauonderzoek 2014
 
Harnessing The Power of Online Communities
Harnessing The Power of Online CommunitiesHarnessing The Power of Online Communities
Harnessing The Power of Online Communities
 
Mobile Marketing Monitor 2014
Mobile Marketing Monitor 2014Mobile Marketing Monitor 2014
Mobile Marketing Monitor 2014
 
These slides feature parts of the work I've done over the last years.
These slides feature parts of the work I've done over the last years.These slides feature parts of the work I've done over the last years.
These slides feature parts of the work I've done over the last years.
 
Samsung Mobile Special Adformatie MobileMarketing. NL
Samsung Mobile Special Adformatie MobileMarketing. NLSamsung Mobile Special Adformatie MobileMarketing. NL
Samsung Mobile Special Adformatie MobileMarketing. NL
 
Planning for networks
Planning for networksPlanning for networks
Planning for networks
 
Sentencia del Tribunal de Justicia - Derecho al olvido - Google Spain
Sentencia del Tribunal de Justicia - Derecho al olvido - Google SpainSentencia del Tribunal de Justicia - Derecho al olvido - Google Spain
Sentencia del Tribunal de Justicia - Derecho al olvido - Google Spain
 
Balanced Performance Metrics
Balanced Performance MetricsBalanced Performance Metrics
Balanced Performance Metrics
 
Jongeren en mobiel gebruik (2012)
Jongeren en mobiel gebruik (2012)Jongeren en mobiel gebruik (2012)
Jongeren en mobiel gebruik (2012)
 
VR Seminar presentatie Richard Otto
VR Seminar presentatie Richard OttoVR Seminar presentatie Richard Otto
VR Seminar presentatie Richard Otto
 

Similar to eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success

Digital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing SuccessDigital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing Success
Vivastream
 
Digital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing SuccessDigital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing Success
Vivastream
 
Digital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing SuccessDigital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing Success
Vivastream
 
Using emerging media data to drive marketing campaigns - 22 march 2011
Using emerging media data to drive marketing campaigns  - 22 march 2011Using emerging media data to drive marketing campaigns  - 22 march 2011
Using emerging media data to drive marketing campaigns - 22 march 2011
Ron Jacobs
 
How Direct Marketing Applies in a Multichannel Marketing World
How Direct Marketing Applies in a  Multichannel Marketing WorldHow Direct Marketing Applies in a  Multichannel Marketing World
How Direct Marketing Applies in a Multichannel Marketing World
amdia
 
Zuberance - Paid Vs Earned Media
Zuberance - Paid Vs Earned MediaZuberance - Paid Vs Earned Media
Zuberance - Paid Vs Earned Media
Zuberance
 
Does Engagement Equal Roi
Does Engagement Equal RoiDoes Engagement Equal Roi
Does Engagement Equal Roi
Matt Moog
 

Similar to eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success (20)

Digital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing SuccessDigital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing Success
 
Digital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing SuccessDigital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing Success
 
Digital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing SuccessDigital Impact The Two Secrets to Online Marketing Success
Digital Impact The Two Secrets to Online Marketing Success
 
Using emerging media data to drive marketing campaigns - 22 march 2011
Using emerging media data to drive marketing campaigns  - 22 march 2011Using emerging media data to drive marketing campaigns  - 22 march 2011
Using emerging media data to drive marketing campaigns - 22 march 2011
 
Measuring the Influence of Social Media
Measuring the Influence of Social MediaMeasuring the Influence of Social Media
Measuring the Influence of Social Media
 
HatlingFlint KNOW Series
HatlingFlint KNOW SeriesHatlingFlint KNOW Series
HatlingFlint KNOW Series
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
 
Amex Training 10 08 V3
Amex Training 10 08 V3Amex Training 10 08 V3
Amex Training 10 08 V3
 
Is social media the new direct marketing - 3 march 2011 -- slideshare
Is social media the new direct marketing  - 3 march 2011 -- slideshareIs social media the new direct marketing  - 3 march 2011 -- slideshare
Is social media the new direct marketing - 3 march 2011 -- slideshare
 
Best Practices in ROI
Best Practices in ROIBest Practices in ROI
Best Practices in ROI
 
How Direct Marketing Applies in a Multichannel Marketing World
How Direct Marketing Applies in a  Multichannel Marketing WorldHow Direct Marketing Applies in a  Multichannel Marketing World
How Direct Marketing Applies in a Multichannel Marketing World
 
Interactive marketing strategies for financial services companies
Interactive marketing strategies for financial services companiesInteractive marketing strategies for financial services companies
Interactive marketing strategies for financial services companies
 
The New Marketing Paradigm: Moving from Push to Pull
The New Marketing Paradigm: Moving from Push to PullThe New Marketing Paradigm: Moving from Push to Pull
The New Marketing Paradigm: Moving from Push to Pull
 
Email In Web 2.0 World 2009
Email In Web 2.0 World 2009Email In Web 2.0 World 2009
Email In Web 2.0 World 2009
 
PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10PRSA Seminar, 10/17/10
PRSA Seminar, 10/17/10
 
Zuberance - Paid Vs Earned Media
Zuberance - Paid Vs Earned MediaZuberance - Paid Vs Earned Media
Zuberance - Paid Vs Earned Media
 
New Marketing Trends: Are You Missing Out?
New Marketing Trends: Are You Missing Out?New Marketing Trends: Are You Missing Out?
New Marketing Trends: Are You Missing Out?
 
The Future Of Digital Marketing, Search & Social Marketing
The Future Of Digital Marketing, Search & Social MarketingThe Future Of Digital Marketing, Search & Social Marketing
The Future Of Digital Marketing, Search & Social Marketing
 
Does Engagement Equal Roi
Does Engagement Equal RoiDoes Engagement Equal Roi
Does Engagement Equal Roi
 
Wisconsin State Journal Brand Expand 2014 Presentation
Wisconsin State Journal Brand Expand 2014 PresentationWisconsin State Journal Brand Expand 2014 Presentation
Wisconsin State Journal Brand Expand 2014 Presentation
 

More from eMarketer

More from eMarketer (20)

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TV
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
 
Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading Brands
 
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
 
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
 
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
 
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
 
Marketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingMarketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New Thinking
 
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
 
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
 
B2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyersB2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to Buyers
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for Marketers
 

Recently uploaded

Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
CaitlinCummins3
 
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di DepokObat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
Obat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di Bandung
Obat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di BandungObat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di Bandung
Obat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di Bandung
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
yulianti213969
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
DUBAI (+971)581248768 BUY ABORTION PILLS IN ABU dhabi...Qatar
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di SurabayaObat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di MalangObat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Jakarta Wa 085176963835 Apotek Jual Obat Cytotec Di Jakarta
 

Recently uploaded (20)

Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptxThompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
Thompson_Taylor_MBBS_PB1_2024-03 (1)- Project & Portfolio 2.pptx
 
What are the differences between an international company, a global company, ...
What are the differences between an international company, a global company, ...What are the differences between an international company, a global company, ...
What are the differences between an international company, a global company, ...
 
wagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORIwagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORI
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
Powerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metricsPowerpoint showing results from tik tok metrics
Powerpoint showing results from tik tok metrics
 
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
 
A DAY IN LIFE OF A NEGOTIATOR By Pondicherry University MBA Students.pptx
A DAY IN LIFE OF A NEGOTIATOR By Pondicherry University MBA Students.pptxA DAY IN LIFE OF A NEGOTIATOR By Pondicherry University MBA Students.pptx
A DAY IN LIFE OF A NEGOTIATOR By Pondicherry University MBA Students.pptx
 
Chapter 2 Organization Structure of a Treasury
Chapter 2 Organization Structure of a TreasuryChapter 2 Organization Structure of a Treasury
Chapter 2 Organization Structure of a Treasury
 
Sex service available my WhatsApp number 7374088497
Sex service available my WhatsApp number 7374088497Sex service available my WhatsApp number 7374088497
Sex service available my WhatsApp number 7374088497
 
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di DepokObat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
Obat Aborsi Depok 0851\7696\3835 Jual Obat Cytotec Di Depok
 
First Time Home Buyer's Guide - KM Realty Group LLC
First Time Home Buyer's Guide - KM Realty Group LLCFirst Time Home Buyer's Guide - KM Realty Group LLC
First Time Home Buyer's Guide - KM Realty Group LLC
 
Obat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di Bandung
Obat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di BandungObat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di Bandung
Obat Aborsi Bandung 0851\7696\3835 Jual Obat Cytotec Di Bandung
 
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
obat aborsi jakarta wa 081336238223 jual obat aborsi cytotec asli di jakarta9...
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
 
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjwSCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
SCI9-Q4-MOD8.1.pdfjttstwjwetw55k5wwtwrjw
 
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di PasuruanObat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
Obat Aborsi Pasuruan 0851\7696\3835 Jual Obat Cytotec Di Pasuruan
 
Beyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic AccountingBeyond Numbers A Holistic Approach to Forensic Accounting
Beyond Numbers A Holistic Approach to Forensic Accounting
 
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di SurabayaObat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
Obat Aborsi Surabaya 0851\7696\3835 Jual Obat Cytotec Di Surabaya
 
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deckPitch Deck Teardown: Goodcarbon's $5.5m Seed deck
Pitch Deck Teardown: Goodcarbon's $5.5m Seed deck
 
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di MalangObat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
Obat Aborsi Malang 0851\7696\3835 Jual Obat Cytotec Di Malang
 

eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success

  • 1. June 23, 2011 New York City eMARKETER Breakfast Geoffrey Ramsey Vipin Mayar
  • 2.
  • 3.
  • 4.
  • 5.  
  • 6. 65%
  • 7.
  • 8. Marketers view of performance measurement
  • 9.  
  • 10. The most commonly used metrics – CTR/time spent cannot be used by themsleves The industry has not come up with a common definition of engagement that is aligned with brand business results and ROI. Performance measurement online : know the right metrics framework
  • 11.  
  • 12. Secret #2 gets at the problem of engagement with digital consumers
  • 13. 4.4% 43% of consumers say they ignore or disregard banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010
  • 14. The classic interruption/disruption model of advertising is waning… We interrupt this program to sell you stuff We interrupt this programming to sell you stuff! “ We need to create experiences , not just sponsor content.” -- Frank Cooper, CMO, Pepsi “ Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin “ Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful – it demands the consumer’s time and attention.”
  • 15.  
  • 16. The Magnetic Content approach turns targeting on its head.
  • 17.  
  • 18. 20% off Mens ’ Jeans 2-for-1 Sale!
  • 19. What about B2B? Does content as marketing work in the B2B world?
  • 20.
  • 23. Is it Fun? Home sales of blenders up 700% since the video series began!
  • 24. Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate How do we optimize traffic? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Does the media drive high quality traffic? Time on Page Page CTR Circular Paths Exit Rate How do we improve our creative? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Do we have the right site content? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Is site navigation working as intended? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Evaluating display ads Time on Page Page CTR Circular Paths Exit Rate Too many metrics… big challenge is deciding the right metric
  • 25. Start with the measurement framework Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE
  • 26. Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product level ROI Exposure Metrics Strategic Metrics Financial Metrics
  • 27.
  • 28.
  • 29. Engagement Score aligned to the objectives of the content Widgets, Download apps Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHER VALUE LOWER VALUE Engagement Value Continuum Extend ILLUSTRATIVE ENGAGEMENT
  • 30. Illustrative points for engagement Engagement Index Methodology 1 Point 1 Point 1 Point 1 Point 1 Point 2 Points 1 Point 2 Points 3 Points 3 Points 2 Points 3 Points 1 Point 2 Points 2 Points 1 Point 1 Point 2 Points
  • 31. Qualified Engagement and Visit Threshold Qualified Visitors Allows you to determine engagement thresholds Gain in Engagement Below Threshold Do Not Drive Behavior Use Engagement Score and Qualified Visits in your digital measurement
  • 32. Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Display
  • 33. Digital Channel#1 Social Media: Connections that Count What % of Internet users go to social sites?
  • 34. % of US Internet users who participate in social networks (2010) Source: eMarketer, 2011; *with some level of frequency
  • 35. 20% NOT using social?!?
  • 36. Social media spending will continue to skyrocket in 2011 10% of total US online ad spend 33% of display impressions* 17% of display ad dollars** *comScore, 2011 **eMarketer, 2011 It ’ s less about buying social media, and more about how you can earn and own it! It ’ s all a matter of TRUST Consumers trust each other more than they do marketers
  • 37.
  • 38.
  • 39.
  • 40. “ By listening carefully, we harness social media as an early alert system.. so we can react quicker to issues.” --Richard Brinhammer, Dell
  • 41.  
  • 42.  
  • 44. Adobe, I hope you’re listening, because I’ve got a problem…
  • 45. Add value to the conversation…
  • 46. Censored Unique Useful Well executed Fun Great use of channel
  • 47.
  • 48.
  • 49. Marketers also believe Social Media is a key driver of brand awareness and affinity, but not so much sales
  • 50. Applying our framework to social media Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE A “like” is not the end game
  • 51.
  • 52. Once you have the right set of metrics, can you get to ROI? Access to a purchase is required Visibility into Purchase through either Self stated Matching to transaction database Capturing online purchase
  • 53.
  • 54. ROI approach illustrated with an example Consumers Incremental Sales Lift Incremental Revenue Cost ROI Value $1,480,449 5.4 to 1 77,753 $9,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test Sales data obtained from panel Approach Used panels for, incremental prescriptions from site visitors Prescriptions X price Price X margin Loaded costs Profit/costs Unique visitors from site tool
  • 55. Digital Channel #2 Display: The Branding that Creates the Intent
  • 56.
  • 57. Awareness Interest Attitudes Perceptions Pre-purchase info gathering Transaction Display ads create the demand, while search ads capture that demand… 88% of Internet users shop and research online prior to buying --eMarketer, 2011 Not just search engines Opportunity to influence prospects even before they do any research!
  • 58. Online display ads can drive consumer activity – but you need to measure it! Do a Search Visit Website Purchase Over time Online display ads drive 44% of ultimate online transactions, whereas paid search drives only 27% --C3 Metrics Labs, Jun, 2011
  • 59.
  • 61. Use display ads (“paid media”) to drive consumers to your Magnetic Content
  • 62. Display landscape becoming increasing complex Integration of many data sources + real time placement + Complex analytics for testing & optimization Premium Publishers The ostrich effect Demographic Psychographic Geographic Behavioral Client
  • 63. Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product level ROI Sales Volume Exposure Metrics Strategic Metrics Financial Metrics
  • 64.
  • 65.
  • 66. 2. The campaign hierarchy must capture all drivers of performance Pricing Targeting Property Placement Creative Concept Creative Technology Creative Concept Version Offer / CTA CPM Contextual Yahoo News Concept 1 Flash Concept 1A Coupon CPC Geo/demographic CNN Sports Concept 2 Video Concept 1B Widget CPA Retargeting Facebook Fashion Concept 3 Rich Media Concept 1C Sweepstake
  • 67. 5. Use modeling to determining attribution and true ROI Total Input Contributions Search contributed 17% of the explained variation in Display ads
  • 68.
  • 69. Believe in the Magic of Engaging and Measuring “ Thank You” VIPIN [email_address] TWITTER: @vipinmayar GEOFF [email_address] TWITTER: @geofframsey

Editor's Notes

  1. The web is unique in its ability to brand AND act as a direct response vehicle that can even lead to direct sales. On the web, every computer terminal is a potential point of purchase. The question is: what are your objectives?
  2. When people open an app like Stanley level, they give it their full attention, and often tell others about it.
  3. For additional direction on this slide contact Vipin As part of your pre-work, there are four slides that you need to populate.   This should not take more than half hour   Campaign KPIs pyramid (Slide 16):
Map your critical campaign (slide 2) into the WG metrics pyramid.  You will notice that the pyramid is divided into three sections (refer to the illustrative pyramid in slide 1) – 1) Business metrics 11) Marketing metrics and 111) Tactical metrics.  The definitions of the each of the categories are provided in the illustrative slide.  Goal is to have you populate each of these areas of the pyramid with your top KPIs.  The discussion we will have will be around understanding the metrics that are most important to the client – how much of the focus is driving tactical outcomes versus tru business results.  And what is a best practices example of balanced metrics across the three areas
 Performance Upside (Slide 17) : 
 Review the data finance has provided on your past year KPIs and upside achieved.  Please enter the data for next year and the top 3 or 4 tactics to achieve the upside goal.  For example, last year you may have achieved 5% upside of the maximum 20%  in the performance contract.  In 2011, with all the support from WG resources, you may estimate achieving  a 10% upside.  For that, your tactics may require you to a) better set of campaign ideas through the new WG process 
 Calibration (Slide 18) Please provide a calibration of the different elements of the WG offering for both a) currently and b) next year.  If you have already submitted, please review your submission.  Even if WG does not provide the service, please do provide your view on it
 Initiatives : (Slide 19) List any of the critical performance initiatives for next year.  If you are not sure , leave it blank and we will discuss it during the performance day
  4. For GW, GW’s political blog is a place he can express his opinions and start, engage in related lively political dialogue with his readers and hopefully influence the political views and actions of his audience. GW has Google Ads on the site but he has them there for credibility—so it doesn’t seem like some rich kid’s blog—and beer money.
  5. Only 8% of Internet users account for 85% of all clicks (comScore)
  6. For additional direction on this slide contact Vipin As part of your pre-work, there are four slides that you need to populate.   This should not take more than half hour   Campaign KPIs pyramid (Slide 16):
Map your critical campaign (slide 2) into the WG metrics pyramid.  You will notice that the pyramid is divided into three sections (refer to the illustrative pyramid in slide 1) – 1) Business metrics 11) Marketing metrics and 111) Tactical metrics.  The definitions of the each of the categories are provided in the illustrative slide.  Goal is to have you populate each of these areas of the pyramid with your top KPIs.  The discussion we will have will be around understanding the metrics that are most important to the client – how much of the focus is driving tactical outcomes versus tru business results.  And what is a best practices example of balanced metrics across the three areas
 Performance Upside (Slide 17) : 
 Review the data finance has provided on your past year KPIs and upside achieved.  Please enter the data for next year and the top 3 or 4 tactics to achieve the upside goal.  For example, last year you may have achieved 5% upside of the maximum 20%  in the performance contract.  In 2011, with all the support from WG resources, you may estimate achieving  a 10% upside.  For that, your tactics may require you to a) better set of campaign ideas through the new WG process 
 Calibration (Slide 18) Please provide a calibration of the different elements of the WG offering for both a) currently and b) next year.  If you have already submitted, please review your submission.  Even if WG does not provide the service, please do provide your view on it
 Initiatives : (Slide 19) List any of the critical performance initiatives for next year.  If you are not sure , leave it blank and we will discuss it during the performance day